Chasing growth goals that feel harder and more expensive to accomplish?

If so, you might be overlooking a proven, cost-efficient strategy for driving scalable growth. The Service-led growth (SLG) model, a strategy popularized by the tech industry, which applies well to the landscape and green industry.

The SLG model flips the script from product-led growth strategies that rely on paid advertising, outbound sales, and slick ad campaigns to one that focuses on elevating customer service delivered by frontline employees. In the landscape and irrigation industry, those are your installation crews and technicians.

SLG models can significantly lower customer acquisition costs (CAC). Consider this: acquiring a new customer can cost five to 25 times more than retaining an existing one. Research also shows that increasing customer retention by just 5% can boost profits substantially.

In today’s market -- where inflation, tariffs, and labor costs are squeezing margins -- every retained customer translates directly to profitability.

Challenges With Traditional Growth Models

For decades, landscape and irrigation companies have invested heavily in marketing and hiring additional sales reps. While these methods still have merit, they’re increasingly expensive and less efficient. Advertising costs rise annually, and sales-driven acquisition can’t compensate for disappointing post-sale experiences.

Lackluster customer service can quickly undo any progress made with new customers, undercutting growth efforts.

Traditional product-led growth focuses on selling the patio, the irrigation system, or the turf treatment. But today’s customers care more about who delivers the service—and how they feel about it—than what’s being sold.

Flipping The Script To Service-Led Growth

In a service-led growth model, you’re not just selling a product—you’re selling an experience. Delivering consistent, high-quality service and capturing real-time feedback become your most powerful sales tools.

“The majority of your potential customers don’t necessarily want to hear from your sales guy,” said Chris Anderson, the co-founder and vice president of sales for Applause during a Lawn & Landscape webinar. “They want to hear from their family member or friends.”

According to research from Capital One Shopping, a whopping 92% of shoppers read online business reviews before reaching out. Almost half (42%) see online reviews as being as trustworthy as recommendations from personal connections—among 18-to 34-year-olds, that jumps to 91%.

The Business Case For Service Led Growth

In the webinar, Anderson highlighted the dramatic results landscape and green industry companies have achieved after implementing SLG principles.

One home services firm saw its Google reviews skyrocket from fewer than 200 to more than 1,300—simply by linking technician bonuses to customer feedback.

Another reduced its cancellation rate by improving transparency and note-taking in technician CRM entries, making the value of each service clearer to customers. A pest control business saw a 50% increase in driver safety scores in just one month, aided by visibility and instant rewards.

When field staff are empowered, measured, and incentivized, they drive five-star reviews, repeat purchases, referrals, and upsells that compound into significant growth.

The Five Pillars of SLG Models

According to Anderson, successfully implementing an SLG model is based on five pillars:

1. Connecting systems

Integrating systems and consolidating data into live metrics—rather than relying on manual tracking or spreadsheets—makes it easier to identify and address performance issues or opportunities.

2. Defining clear, visible goals and progress

Automated scorecards that update in real time make goals and standings visible, motivating technicians, helping managers coach effectively, and highlighting top performers and those who need support.

3. Performance incentives that drive results

Research and real-world outcomes show that immediate, frequent rewards tied to specific behaviors change habits far more effectively than occasional, generic bonuses. Applause has found that frequent, targeted incentives act like daily “dopamine hits,” driving both performance and morale.

4. Engaging customers at peak satisfaction

The best time to request a Google review or referral is right after service. Automating prompts for technicians to ask for, or for customers to share feedback directly at precisely the right moment, dramatically increases the rate of new reviews and word-of-mouth referrals.

5. Automating for consistency and scale

To sustain SLG, automate everything you can—from performance tracking and reward delivery to review requests and referrals. Automation saves hours of administrative time and ensures recognition is timely for the greatest impact.

Getting Started

If you’re ready to harness service-led growth in your own company, start by identifying which technician performance metrics most impact your customer experience and business goals. Focus on three to four key indicators, integrate data streams for live visibility, and implement instant, behavior-based incentives. Automate wherever feasible so the SLG engine runs even when you’re not watching.

With the right systems and mindset, field service companies can transform technicians into frontline growth drivers. Service-led growth offers a proven path to scalable, sustainable success—fueled by your biggest asset: your people.