June 25, 2025

Interview Series: Bret Achtenhagen of Seasonal Services on Growing a Family Business

46 minutes

In this episode, Marty sits down with Seasonal Service's Bret Achtenhagen to talk about his family business, the roundabout way he ended up in the green industry, and how the business evolved over time. They talk about the company's focus on residential work, how they keep the whole team focused on quality work, how they market for more work and more during this episode.

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00:00 - Introduction & Welcome
01:32 - Meet Bret Achtenhagen
02:12 - Bret’s Early Life and Family Business
05:27 - Starting Seasonal Services
11:05 - Defining Success and Core Values
17:30 - Navigating Challenges and Growth
20:19 - The Power of Radio Marketing
26:18 - Building Relationships with High-End Builders
27:40 - Using LinkedIn and Fleet Management
30:42 - Useful Marketing Tactics and Awards
33:06 - The Importance of Peer Groups for Growth
37:59 - The Dynamics of Building a Family Business
43:39 - Final Thoughts & Please Share This Episode!

Show Notes

Define Your Niche and Stick to It - "Define who they are and what they want to be. And then stick to that... most of our competitors that never seem to really rise above three, four, 5 million, they're trying to be everything to everybody."

Core Values Based on Philosophy - Built their foundation on Aristotle's ethos, pathos, and logos (ethics, passion, and logic): "Our core values are founded on ethos, pathos, and logos... it's a three-legged stool."

Target Market Clarity - Focus on million-dollar homes with clients who "admire, enjoy, and respect creativity, quality, craftsmanship, expertise and extraordinary customer experiences."

Growth Challenges Are Predictable - "When we hit 5 million, it seemed like the wheels got wobbly... when we hit 10 million, the wheels got wobbly and at 15 million, now our wheels are a little wobbly." Each growth stage requires new systems and approaches.

The 2008 Reality Check - Bank called demanding $300K when farm property value dropped from $1.6M to $650K: "I felt naked, I felt vulnerable. And at that point... we really started to get serious about systems."

Radio Show Marketing Strategy - 16+ years hosting weekly gardening show builds brand authority and recognition: "I go to restaurants... every weekend in church, people call up and say, I really loved your show."

Builder Partnership Strategy - Exclusive relationships with high-end builders who include their landscaping in home sales: "Our goal is to establish one relationship with one high end builder every year... they sell the home with our package included."

Equipment as Marketing Tool - Fleet of 40 vehicles under 5 years old, always clean with on-site truck wash: "If they get a dent, they go to the body shop... we will spend $5,000 to repair all that aluminum."

Faith-Based Marketing - Advertising in Catholic school folders and church bulletins reaches target demographic: "In our target market, which is probably about 30 Catholic churches... those sit on kitchen counters."

Family Business Success Factors - Three generations working together with external coaching and advisors: "Get a team around him... includes a lawyer and an accountant... without them, I don't think that the business keeps going."

Peer Groups Drive Growth - "A peer group is significant investment of money and time... you're not alone type of a thing." Regular facility visits and financial transparency accelerate learning.

Brand Standards Are Non-Negotiable - From uniforms to fleet appearance to facility cleanliness, every detail reinforces their premium positioning and teaches excellence to the team.

Resources:

Virtual Sales Bootcamp

Grunder Landscaping Field Trips

The Grow Group

Grunder Landscaping

Marty Grunder LinkedIn

Stihl

...more

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By Marty Grunder

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