In this episode of The Green Dream, I sit down with Adam Linemann from Linemann Lawn Care & Landscaping and The Green Executive to break down what a 41% increase in landscaping sales actually looks like and why the growth isn’t slowing down anytime soon.

Adam and I delve into the operational and sales disciplines behind such a jump: consistent marketing throughout every season, refusing to play the “cheapest bid” game, and the systems he uses to return calls quickly, estimate accurately, and keep jobs profitable. We also talk through the real reason many contractors struggle with pricing, why bidding by the square foot is costing companies thousands, and how templates, processes, and time-based estimating remove guesswork and protect margins.

We cover how to screen leads effectively, what an ideal client profile looks like in 2025, and the roles of consult fees, scheduling, and realistic timelines. Adam shares the exact workflow his team uses to get estimates out within 24 hours, how he prevents scope gaps, and why many contractors are losing money without realizing it.

If you want a deeper understanding of knowing your numbers, tightening up your sales process, and building a reliable pipeline even during slow seasons, this episode delivers a straightforward look at what a well-run landscape company is doing to grow consistently year after year.

Book a call with us!

https://landscapeseo.com/

Show host Luke Truetken

Struggling to find good people? The problem might not be the labor market—it might be you.

In this no-BS conversation, recruiting expert Mike Voories drops truth bombs that will make every landscape company owner squirm (in a good way). If you've ever blamed "the younger generation" or complained that "nobody wants to work anymore," this episode will completely shift your perspective.

What You'll Learn:

• Why compensation ISN'T the #1 factor in attracting A-players (and what actually is)
• The "employer brand" checklist that separates thriving companies from struggling ones
• How to build a recruiting pipeline BEFORE you're desperate
• The hidden cost of hiring out of desperation vs. hiring strategically
• Why wrapped trucks and clean equipment matter more than you think
• Real talk on cannabis policy, E-Verify, and the H-2B program
• The emotional intelligence factor owners overlook

The Bottom Line: You can have the best recruiting tactics in the world, but if your company isn't a great place to work, you'll never keep top talent. Mike breaks down exactly what "great place to work" means in 2025, and it's not what you think.

Stop competing on hours and overtime. Start competing on culture and career growth.

Connect with Mike Voories:

LinkedIn: https://www.linkedin.com/in/michaelvoories/

Website: https://BusinessResourcesOne.com

Free Job Board: https://GreenIndustryCareers.com

Connect with Steven Cohen:

Email: [email protected]

LinkedIn: GreenMark Consulting Group

Host Luke Truetken

Brought to you buy Landscape SEO

Brought to you by Turfs Up Radio - The 24/7 Green Industry Station

After the Exit: The Hard Truths No One Tells You (with Steven Cohen)

This is Part 3 of our “Selling Your Business” series. Luke sits back down with Steven Cohen (former owner of BCLS) to talk about the side of selling no one prepares you for—the identity shift, the culture shock, and how to take care of your people when the deal closes. We dig into private equity vs. private sales, “cash out” vs. rolling equity, and what it really feels like to go from owner to employee. Stephen shares practical ways to plan your next chapter, manage the emotional whiplash, and leave a legacy your team respects.

In this episode

• Post-sale “postmortem”: what actually changes the day after you sell
• Owner → employee: control, decision rights, and how to keep your sanity
• Rolling equity vs. taking cash: aligning operations with financial outcomes
• Taking care of key employees: offers, transitions, and dignified exits
• Freedom without a paycheck: financial planning and purpose after the deal
• Building your next chapter: hobbies, new ventures, and reclaiming momentum
• Due diligence vs. aftermath: why the emotional work starts after closing

Takeaways

• Decide upfront: “Get paid and get out” or “stay and play”—then commit.
• Separate operational disagreements from financial goals if you roll equity.
• Protect your people in negotiations; how you exit becomes your legacy.
• Plan your first 90–180 days post-sale (rest, projects, experiments).
• Replace the weekly paycheck with a purpose and a clear personal runway.

Guest: Steven Cohen — industry veteran, former owner of BCLS

Mentioned: Project EverGreen (volunteer opportunities that build community and relationships)

Subscribe to The Green Dream on Turfs Up Radio and share this episode with an owner who’s considering an exit.

After the Exit: The Hard Truths No One Tells You (with Steven Cohen)

This is Part 3 of our “Selling Your Business” series. Luke sits back down with Steven Cohen (former owner of BCLS) to talk about the side of selling no one prepares you for—the identity shift, the culture shock, and how to take care of your people when the deal closes. We dig into private equity vs. private sales, “cash out” vs. rolling equity, and what it really feels like to go from owner to employee. Stephen shares practical ways to plan your next chapter, manage the emotional whiplash, and leave a legacy your team respects.

In this episode

• Post-sale “postmortem”: what actually changes the day after you sell
• Owner → employee: control, decision rights, and how to keep your sanity
• Rolling equity vs. taking cash: aligning operations with financial outcomes
• Taking care of key employees: offers, transitions, and dignified exits
• Freedom without a paycheck: financial planning and purpose after the deal
• Building your next chapter: hobbies, new ventures, and reclaiming momentum
• Due diligence vs. aftermath: why the emotional work starts after closing

Takeaways

• Decide upfront: “Get paid and get out” or “stay and play”—then commit.
• Separate operational disagreements from financial goals if you roll equity.
• Protect your people in negotiations; how you exit becomes your legacy.
• Plan your first 90–180 days post-sale (rest, projects, experiments).
• Replace the weekly paycheck with a purpose and a clear personal runway.

Guest: Steven Cohen — industry veteran, former owner of BCLS

Mentioned: Project EverGreen (volunteer opportunities that build community and relationships)

Subscribe to The Green Dream on Turfs Up Radio and share this episode with an owner who’s considering an exit.

In Part 1 of our “Selling Your Business” series, Luke sits down with Steven Cohen, an industry veteran and former owner of BCLS, to map out what owners should do long before a sale is on the horizon. We cover the only three ways a business ends (succession, sale, or shutdown), why exit planning belongs in your first decade, and how to build a company buyers actually want.

In this episode

• The three possible endings of any business—and how to pick yours early
• What to put in a 5–10 year exit plan (and when to tell your team)
• Financials and documentation: what buyers and brokers will demand
• Revenue mix that maximizes valuation (recurring maintenance vs. project work)
• Private equity vs. strategic buyers vs. brokers: who fits which company
• Due diligence realities: why “no deal is done until the wire clears”
• Culture and communication during a sale without spooking the market

Who this is for

• Owners who say “I’m never selling” (and want optionality anyway)
• Leaders 3–10 years out from a potential exit
• Operators who want higher multiples and smoother diligence

Guest: Steven Cohen (former owner, BCLS)

If this episode helped you, please rate and review The Green Dream and share it with an owner who should start their exit plan now. Tune in next for Part 2—and don’t miss daily shows across Turfs Up Radio for more lawn and landscape insights.

Why 80% of Business Sales Fail (And How to Be in the 20%)

Thinking about selling your landscape business someday? This episode could save you from making costly mistakes that kill most deals before they even happen.

Luke Truetken pulls back the curtain on his experience selling his landscape company and working as a business broker, revealing the harsh realities most business owners never see coming.

The brutal truth you need to hear:

• 80% of businesses listed for sale never actually sell
• Your business isn't worth what you think it's worth (and why revenue doesn't matter)
• EBITDA multiples of 3-6x are the real valuation game
• Construction-based businesses sell for significantly less than recurring revenue models
• Sloppy books and "living out of the bank account" will kill your deal

What you'll discover:

• The 3-5 year preparation timeline for maximizing your sale price
• Key man risk: Why being essential to your business hurts its value
• Asset vs. stock sales (and why 99% are asset sales)
• How to interview and choose the right business broker
• The due diligence process (spoiler: it's like "open heart surgery")
• Non-compete agreements and what they really mean

Real examples included:

• How route density helped Luke sell 553 weekly accounts in one city
• Why recurring revenue businesses (pest control, irrigation, fertilization) command premium multiples
• The transition period reality (and why it's often brutal for sellers)

Whether you're planning to sell in 3 years or 30, this episode will change how you build your business today. Luke doesn't sugarcoat it—he tells you exactly what buyers care about and what they don't.

Bottom line: Start building a sellable business now, or risk discovering your life's work isn't worth what you hoped when it's too late to fix it.

Essential listening for any landscape business owner who wants to maximize their exit strategy.

3 Strategies to Maintain Spring Momentum Through Summer

The spring rush is over. June hits, people go on vacation, the heat cranks up, and suddenly your phone stops ringing like it did in April and May. Sound familiar?

Most landscape business owners just accept this summer slowdown as inevitable. They cut their marketing spend, stop following up on leads, and basically coast until fall arrives. But what if you could keep that spring momentum rolling all summer long?

In this game-changing episode, Luke Truetken reveals the three specific strategies that smart landscape companies use to stay busy and profitable during July and August while their competition takes a summer nap.

You'll discover:

• Why your Google Ads cost 30-50% less in summer (and how to capitalize on it)
• The "SEO season" approach that builds long-term market dominance
• How to convert thousands in "dead" spring quotes into summer revenue
• Real client results: 150% higher summer revenue using these exact strategies
• The biggest mistakes landscape companies make during summer months

Featured strategies:

1. Google Ads Optimization - Pivot your ad spend to summer-specific services while competition disappears
2. SEO Content Creation - Use summer downtime to build digital authority for year-round leads
3. Spring Quote Follow-Up - Systematic approach to convert outstanding proposals into summer sales

Luke shares real examples, including a client who converted $78,000 worth of old quotes into summer revenue and another who saw 3x more organic leads the following spring.

If you're tired of accepting summer as the "slow season" and want to use these months as your competitive advantage, this episode is essential listening.

Ready to make summer your secret weapon for market domination? Hit play now.

landscapeseo.com

In this value-packed episode of The Green Dream, host Luke Truetken reveals how landscape businesses can unlock substantial revenue hiding in their existing databases. Are you sitting on a goldmine of past inquiries that never converted? Luke shares the exact reactivation campaign strategies that generated over $18,000 in additional revenue for his landscaping business in just two weeks, without spending a dime on new advertising.

You'll discover the psychology behind effective reactivation messaging, how to organize your past prospects for maximum impact, and multi-channel approaches that get results. Whether your past leads went cold last month or last year, Luke breaks down the step-by-step process for reconnecting and converting them into paying clients.

Plus, get access to real campaign templates and timing strategies specifically designed for seasonal landscaping businesses. Stop leaving money on the table and learn how to leverage the most overlooked asset in your business: people who have already shown interest in your services.

Ready to turn cold leads into green? Listen now, and implement these proven reactivation strategies before your competition does. To book an appointment with us, visit LandscapeSEO.com.

In this candid episode of The Green Dream, host Luke Truken reveals the number one challenge facing service businesses: hiring and retaining top talent. Luke shares the pivotal story from his early days at Luke's Landscaping when his entire crew quit overnight, leaving him with 200 weekly lawns and just one employee. This crisis moment forced him to completely reimagine his approach to leadership, company culture, and recruitment.

Luke explores how he transformed from a "my way or the highway" boss into a leader who builds teams through empathy, core values, and constant recruiting. Listeners will discover practical strategies for creating a workplace culture where A-players want to stay regardless of competitors' wage offers, the importance of "always hiring" even when fully staffed, and how to identify and attract ideal employees. Whether you're mowing 20 lawns or managing multiple crews, this episode provides essential insights for building a sustainable team that supports your business growth.

Ready to grow your landscape business with better marketing and hiring strategies?

At Landscape SEO, we specialize in websites, SEO, and paid advertising that bring you quality leads. But we don't stop there. We also offer proven solutions to attract the top talent your business needs to scale. Visit landscapeseo.com today to book a free consultation. Let's discuss how to market not just for customers, but for the A-players who will take your business to the next level. Keep cutting grass, keep planting plants, and let us handle the digital growth!

In this eye-opening episode of The Green Dream, Luke Truetken tackles the uncomfortable truth about business growth plateaus. If you've ever contemplated starting a new business because your current one feels stuck, this episode is your wake-up call.

Luke shares his personal experience of starting and selling landscape companies while building a marketing agency, revealing how the "grass isn't greener" mindset cost him precious time and momentum.

You'll discover:

• Why most entrepreneurs get stuck at specific growth levels
• The dangerous trap of running multiple businesses simultaneously
• The four cyclical constraints every business faces (liquidity, leads, labor, leadership)
• Why hiring challenges exist in EVERY industry (not just landscaping)
• How trying to force rapid growth can actually prevent long-term success

Drawing parallels to video game boss levels, Luke provides a refreshing perspective on business challenges and why the solution isn't starting a new game—it's beating the current boss.

Whether you're struggling with cash flow, lead generation, hiring, or leadership challenges, this episode offers the mindset shift needed to break through your current plateau and reach the next level of business growth.

Listen now and remember: the grass isn't greener in another business—it's greener where you water it.

Host - Luke Truetken

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