Jim's Mowing franchisee Kevin bought 35 clients 10 years ago, grew to 140, then cut back to a run where every job sits within 15 minutes of home.
Here's how he built a lawn mowing franchise on referrals, not leads.
Kevin spent 14 years managing plumbing retail stores, on call 24/7.
The day after he told his partner he needed out, a Jim's Mowing ad appeared on his Facebook feed. He made an enquiry, then spent six months on research and talked to people he trusted before he signed.
He started on 1 August with 35 clients and doubled his client base by October.
At his peak he ran about 140 clients and worked close to seven days a week.
He sold small splits, starting with the jobs furthest from home, and now runs 80 to 90 clients on his own. Most new work comes from word of mouth and client referrals, so he takes few leads from the Jim's system.
In this episode of the Jim's Mowing podcast, Kevin covers how he prices lawns, why he messages every client the night before, the switch to battery gear, what "mowing fit" means in your first three months, and an overgrown deceased estate he quoted at about $1,900. Three owners later, he still mows the same property.
If you are weighing up a lawn mowing franchise in Australia, this is a 10-year view from an owner doing the work every day.
WHAT YOU'LL LEARN
How Kevin grew from 35 clients to 140
Why he sold splits to keep every job within 15 minutes of home
How to price edging, garden beds and footpath minimums
Why a message the night before stops customer complaints
What to ask yourself before you buy a franchise
0:00 Intro
1:15 Plumbing retail to Jim's Mowing
2:15 Buying 35 clients, growing to 140
3:04 Growing on referrals, not leads
4:10 Keeping every job 15 minutes from home
5:53 Mowing equipment and battery tools
6:43 Messaging clients the night before
7:25 How to quote a mowing job
9:08 The flexibility of owning the business
9:53 Advice before buying a franchise
12:08 Getting mowing fit
16:29 Cleaning up a 3-year overgrown yard
19:36 Plans for the next 10 years
INCOME DISCLAIMER
The income, revenue and profit figures shared in this video reflect one franchisee's individual experience. They are not a promise, projection or guarantee of earnings. Results vary based on location, hours worked, effort, skill, market conditions and other factors. Some franchisees earn more and some earn less. Figures may refer to revenue rather than profit unless stated otherwise. Before making any decision, review the official franchise documentation and seek independent legal, financial and accounting advice.
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Jim’s Mowing is Australia’s #1 lawn and garden franchise with 2,000+ local owners. Founded in 1989 by Jim Penman, we’ve become one of the country’s most trusted names in home services.
Here’s why people choose Jim’s:
✅ Fully insured and police-checked franchisees
✅ Backed by the Jim’s Workmanship Guarantee
✅ Local family businesses supported by a national brand
And we do more than mowing. Our team can help with hedging, pruning, landscaping, rubbish removal, and complete garden care.
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