Name: Lawn Squad Franchise
Brand: 1851 Franchise

Lawn Squad

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Navy Veteran Finds His “Second Act” in Service With Lawn Squad in South Jersey

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How This Couple Is Teaming Up With Their Teenage Son To Build a Family Legacy With Lawn Squad of North San Antonio

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 Lawn Squad Soars in 2025 With 111% Growth, 19 New Deals, Eyes Further 2026 Expansion

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Greener, Faster, Smarter: Why Entrepreneurs Are Choosing Lawn Squad 

Greener, Faster, Smarter: Why Entrepreneurs Are Choosing Lawn Squad as a Treatment-Only Lawn Care Franchise

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Robert Palmer’s Long Game: Turning a Cleveland Lawn Business into the Lawn Squad Franchise

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Lawn Squad Experts Investment Range

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<a href="https://www.yourgreenpal.com/blog/most-common-services-landscaping-companies-offer-according-to-the-pros#:~:text=Top%20Services%20Landscaping%20Companies%20Provide,revenue%20and%20reliable%20client%20relationships">For many homeowners, a healthy lawn is non-negotiable.&nbsp;</a>Weeds, thinning turf and seasonal pests create headaches every year, which is why lawn care remains one of the highest-frequency service categories in home services.&nbsp;<a href="https://lawnsquadfranchise.com/">Lawn Squad</a> is built for this reality. The brand focuses solely on lawn treatments — fertilization, weed control, aeration and seeding, pest control, and tree and shrub applications — rather than mowing or landscaping. That narrow focus has positioned the system as an emerging, operationally efficient franchise at a time when entrepreneurs are prioritizing simpler businesses capable of repeatable growth.“We designed Lawn Squad to be a clean, streamlined business that busy operators can scale,” said&nbsp;<a href="https://www.linkedin.com/in/robpalmerwp/">Rob Palmer</a>, founder and brand president. “When you remove mowing and installs, you gain efficiency, route density and a tighter cost structure.”Backed by&nbsp;<a href="https://www.authoritybrands.com/">Authority Brands</a> and supported by a consumer-tested model originally known as Weed Pro, Lawn Squad has quickly gained momentum since launching its franchise program. The brand combines its Midwest legacy with national franchise infrastructure, creating a platform where new owners can secure large territories, enter a recurring revenue category and build seasonal volume without the operational complexity seen in many other home service businesses.Palmer built the original Weed Pro business from the ground up, earning a strong reputation across Ohio long before the brand ever considered going national. When the company rebranded as Lawn Squad, it signaled a bigger vision — one built around scaling the model beyond its home state. Authority Brands officially brought the franchise to market in 2023, and interest picked up quickly. By 2024 and 2025, more owners began stepping in, seeing the benefit of joining a treatment-only system while it was still gaining momentum.Palmer says he initially didn’t have a favorable opinion of franchising, especially royalties. His view changed when his wife reframed the concept for him: “Isn't that kind of what you'd be doing now? You'd be the consultant. And this royalty thing is just how you're paid,” she told him. Palmer realized, “I'm paying consultants all over the place for assistance to help me learn and grow my business.”That realization became clearer as he expanded into Columbus, a remote-managed location that grew into a multi-million-dollar operation. Seeing both the model’s scalability and his own bandwidth limitations, Palmer began conversations with Authority Brands, whose national infrastructure, marketing power and multi-brand expertise offered exactly the support he needed to turn a regional concept into a national franchise.<h2>A Brand Built for Efficiency — Without Mowing or Landscaping</h2>Traditional lawn care brands often blend mowing, fertilization, planting and general yard work, making labor planning and scheduling more complicated. Lawn Squad eliminates that variability. Instead, the model centers on performance-driven treatments that rely on fewer materials, less equipment variation and faster stop times per property.Ride-on spreader/sprayers, the backbone of the service model, allow technicians to cover more lawns per hour than typical handheld equipment. The combination of high-efficiency routing and reduced on-site time creates a business rhythm that supports more predictable week-to-week operations throughout the season.The treatment-only focus also expands renewal potential. Customers tend to continue annual fertilization, weed control and pest treatments, creating a built-in cycle of repeat business that strengthens year-over-year revenue stability. This predictable demand is a core attraction for landscaping professionals who want to add a structured treatment division — and for new owners entering home services for the first time.Palmer says this philosophy has guided him from the beginning. “We wanted to be large enough to serve, but small enough to care,” he said. “Even my first truck that I bought made it look good. You would have thought I was a $3 million lawn care company on day one when I had about three customers.”<h2>A Technology Backbone That Simplifies Daily Execution</h2>Lawn Squad leverages&nbsp;<a href="https://www.realgreen.com/">RealGreen</a>, one of the most advanced software platforms in the lawn care industry. RealGreen supports routing, customer communication, treatment tracking, upsell recommendations, invoicing and ongoing retention efforts.In addition to the software, Lawn Squad benefits from Authority Brands’ national call center, which handles scheduling, customer inquiries, payments and estimates. Because the call center supports multiple brands, new franchisees step into a system where call handling, service appointments and inbound lead management are already established and optimized.&nbsp;<h2>Who’s Joining the System — And Why They Fit</h2>The brand is attracting a mix of home-service veterans, corporate professionals and landscaping owners who want a treatment division with stronger margins and a clear operational plan.Portfolio owners within Authority Brands have shown interest as well, using Lawn Squad to complement sister brands such as&nbsp;<a href="https://1851franchise.com/mosquito-squad/info">Mosquito Squad</a>,&nbsp;<a href="https://1851franchise.com/the-cleaning-authority/info">The Cleaning Authority</a> or&nbsp;<a href="https://1851franchise.com/america-swimming-pool/info">America’s Swimming Pool Company</a>. Landscapers entering the system often cite the desire to stabilize their seasonal revenue with a predictable service mix supported by training, software and marketing expertise.Many new owners also come from industries completely outside lawn care but find confidence in the structured certifications, in-person training and ongoing coaching provided by the franchise team.Across Authority Brands’ portfolio of more than 2,000 franchisees, Lawn Squad owners gain access to a deep peer network. Palmer frequently collaborates with brand presidents from Mosquito Squad, Junkluggers and Wolfies to share operational learnings. “My pain equals their gain,” he said. “If we’ve tried it — or broken it — new franchisees don’t have to repeat the mistake.”This culture extends into how the brand evaluates franchise candidates: grit, hustle and a team-first mindset often matter more than liquidity alone."At the end of the day, surround yourself with the best people, people that you believe you can jump in a foxhole with and face any battle or challenge and overcome it together,” Palmer said. “And that's what business is.”<h2>The Investment Picture&nbsp;</h2>Lawn Squad was designed as a low-barrier entry into home services. The total initial investment ranges from $79,350 to $118,085, with an initial franchise fee of $45,000. Incentives include a 30% VetFran discount for honorably discharged veterans, along with Diversity and Local Hero discounts for qualifying candidates.“This is a financially accessible model compared to most home-service brands,” Palmer said. “It’s built for an operator who wants to scale smart without taking on heavy overhead.”<h2>Why Now Is the Time To Buy a Lawn Squad&nbsp;</h2>Lawn Squad is young from a franchising perspective, which gives new owners significant influence as the brand expands toward its first 100 locations. With territories wide open across much of the United States, operators can secure markets that are already locked down in older lawn-care systems.The seasonal nature of the business also appeals to entrepreneurs who prefer a defined annual rhythm — intense during the growing season, lighter in the off-season, with opportunities for planning, hiring and renewal outreach during downtime.Palmer believes timing is critical as the lawn care industry undergoes rapid consolidation. Large players have already been acquired, and mid-sized operators are disappearing, putting pressure on mom-and-pop businesses that struggle to invest in technology and respond quickly to customers. “The buying cycle is down to two hours,” he said.&nbsp;<h2>A Coaching-Based Support Philosophy</h2>Palmer’s 20-year background as a high school basketball coach informs his leadership style. He views his role as “the franchise players’ coach” — motivating, teaching, holding owners accountable and helping them develop long-term success skills. “You can create millionaires across the country if you do your job right,” he said. This coaching framework shapes Lawn Squad’s culture and how franchisees are supported from day one.For entrepreneurs looking for a simple, scalable business with recurring revenue and a strong support platform, Lawn Squad hits the key criteria: a focused service mix, technology that drives efficiency, call-center infrastructure, wide territory availability and a brand still early enough for owners to have meaningful influence. The opportunity is growing and the support structure is robust from day one.For more information about Lawn Squad franchise opportunities, visit&nbsp;<a href="https://lawnsquadfranchise.com/.">https://lawnsquadfranchise.com/.</a>&nbsp;

Over two decades ago,&nbsp;<a href="https://www.linkedin.com/in/robpalmerwp">Robert Palmer</a> founded&nbsp;<a href="https://lawnsquadfranchise.com/">Lawn Squad</a> lawn care service near Cleveland, Ohio, growing and building his business for 22 years before partnering with&nbsp;<a href="https://www.authoritybrands.com/">Authority Brands</a> to franchise it. Delivering lawn care services like fertilization, aeration, seeding, weed control and more, Lawn Squad now boasts more than 20 locations.&nbsp;As a successful franchise owner, Palmer enjoyed the financial success, freedom and daily challenges of running the business he built, with the idea of franchising the model he created barely a fleeting thought. But responding to what he assumed was a random third party email opened up a world of possibilities that would shift not just Palmer’s approach to business but his entire idea of franchising.“Over six to nine months, I went from not understanding franchising at all — and honestly not having a favorable opinion of it — to being fully engaged. Now, I genuinely have a different opinion and love to share that. I was the right guy at the right time,” Palmer said. “Franchising is like coaching. You motivate, teach and hold people accountable. Franchisees are running their businesses — but you provide the guidance to help them succeed. My goal is to make them better, help them earn more and ensure they grow. That’s my job now.”Today, Lawn Squad thrives as a franchise under the Authority Brands umbrella, combining local emphasis and community-focused service with the power of a national brand, improved technology, more data and a blueprint for growth, a story which showcases the unexpected paths entrepreneurship can take.Palmer joined 1851 Franchise Publisher&nbsp;<a href="https://www.linkedin.com/in/powills/">Nick Powills</a> on the&nbsp;<a href="https://www.youtube.com/live/BF3fe0Ll3C4">“Meet the Franchise” podcast</a> to discuss building a successful business and partnering to franchise it. A transcript of the interview, edited for length and clarity, has been provided below.Nick Powills: All right, Rob, my favorite opening question. It's a little different for you because you just disclosed that you're fairly new to franchising. But how did you accidentally fall into franchising? What's your franchise backstory?Robert Palmer: I was running my own lawn care business — fertilization, weed control, aeration, seeding — just outside Cleveland, Ohio. I had been doing that for 23 years before private equity started stepping into the lawn care space. Many of my friends across the country had been entertaining conversations with private equity — but I didn’t have much interest. I was having a lot of fun. As an entrepreneur, you get to do a lot of things. And if you're growing a good business, you’re successful, and you enjoy your life.Then I got a random email from a third party, probably a broker, casting out a fishing line. Out of curiosity, I answered. It ended up being a company representing&nbsp;<a href="https://1851franchise.com/the-cleaning-authority/info">Authority Brands</a>, which was trying to identify a lawn care company (either a franchise or a best-in-class model).Over six to nine months, I went from not understanding franchising at all — and honestly not having a favorable opinion of it — to being fully engaged. The concept of royalties sounded foreign to me at first. But, now, I genuinely have a different opinion and love to share that. Authority Brands came looking, I was the right guy at the right time and we did a deal in 2023.Powills: I love that answer. As an outsider, your opinion of franchising was different. You didn’t understand royalties or franchising in general. That’s fascinating because very few brands provide educational material before someone buys a franchise. Many skip straight to the transaction.But, in my opinion, “royalty” is the wrong term. It seems like a payment on the business. But, if you zoom out, all the resources Authority Brands provides to Lawn Squad are available at a fraction of a percentage point. You gain access to teams thinking about innovation and growth. It’s more like an operating cost than a royalty. So, your opinion had to transform.&nbsp;How did things turn beautiful for you in franchising?Palmer:&nbsp;My wife is a first-grade teacher with no natural business instincts. While I was unsure about franchising and royalties, she said, "Aren’t you still using your financial consultant?" And I was like, “Yes, we still use him.” She asked about HR consultants and others we’ve used for years.But she said, essentially, “That’s what franchising is: you’re the consultant and the royalty is how you’re paid.” My wife boiled down a complicated issue in my head. I realized I was paying for consultants all over the place to help me grow the business. Now, I see myself as the consultant, the HR consultant, the agronomic consultant — but just centralized through the franchise. It’s budget neutral because you’d pay for these services anyway.Powills: Even for a million-dollar business, a 5% royalty is $50,000 a year. The word “royalty” makes franchising seem more complex than it is. It’s not covered in business school curriculums. For you, as an experienced business owner, it took six to nine months to get comfortable. What else impressed you as you did your own homework?Palmer:&nbsp;We had expanded from northeast Ohio into Columbus. I had a five-plus-million-dollar location there — but I wasn’t involved day-to-day. I realized I could replicate our blueprint nationwide. But I didn’t have the bandwidth or resources — which led me to Authority Brands.At the first Authority Brands conference, Google representatives were presenting on stage. That level of support and access to resources for each individual brand is powerful. For Lawn Squad franchisees, it’s a huge advantage. Even though we are a small emerging brand, we’re part of a larger network of thousands of franchises.Powills: Franchising also provides an exit for a franchisee. They can sell what they’ve built. Did you reflect on that after selling your business?Palmer:&nbsp;Yes and no. I’m asked often if I would do it again. Absolutely. The networking, peer groups and camaraderie of working alongside other experienced brand owners are invaluable. Our mistakes help our franchisees. My pain becomes their gain. Being part of 15 brand presidents in one organization aligns our growth with theirs. I wish I had done it 10 years sooner.Powills: Technology also plays a role in consolidation of mom-and-pop businesses. Do you see a wave of consolidation in the industry?Palmer:&nbsp;Yes. There’s been consolidation in the home services industry for about five years. Larger companies are acquiring smaller ones — and mom-and-pops feel the pressure. Consumers expect fast responses and easy access to information. Technology gives us a huge advantage. “Large enough to serve, small enough to care.” That’s been our motto from day one. Our franchises can deliver high-tech solutions with a locally owned, community-focused touch. It’s a killer combination.Powills: Presenting as a professional, even as a smaller business, builds trust with customers.Palmer:&nbsp;Confidence is key. Customers want to feel confident in your services. If you believe in what you’re doing, you present the right image to scale and grow. That philosophy — large enough to serve, small enough to care — has guided us for 24 years and now applies to all 30-plus franchises.Powills: When you sold to Authority Brands, your focus shifted from running the business to franchising it. What’s your vision for Lawn Squad now?Palmer:&nbsp;Franchising is like coaching. You motivate, teach and hold people accountable. Franchisees are running their businesses — but you provide the guidance to help them succeed. My goal is to make them better, help them earn more and ensure they grow. That’s my job now.Powills: As a franchisee, first comes replacing income, then recouping the investment, then scaling. Once you reach that, it becomes a scorecard.Palmer:&nbsp;Exactly. We’ve always been innovation and data-driven. We track marketing, operational and financial metrics. We’re building an AI-based dashboard to consolidate everything. Franchise A may do things slightly differently than Franchise B, giving us AB testing to optimize the system.Powills: As a basketball coach analogy, it’s about finding team players, not just star scorers. The same applies to franchisees.Palmer:&nbsp;Traits we saw in our best players translate to successful franchise owners. Some are now in business, law, medicine or the military. Those traits — grit, hustle, teamwork — define success.Powills: You look for franchisees with drive and hustle. Financials matter — but character is crucial.Palmer:&nbsp;Surround yourself with the best people. That’s business. Avoid potholes and advance faster than you could alone. Franchising is the ultimate blueprint.Powills: You’re fairly new to franchising. What advice would you give others entering the space?Palmer:&nbsp;You need a strong foundation. Conflicting pressures may arise, but if you stay grounded, you can work around them. I aim to be the franchisees’ coach: listen, guide and help them grow.Powills: That’s the magic of franchising: treat franchisees as partners, not widgets. The more you motivate them, the more successful the business.Palmer:&nbsp;Exactly.Watch the full interview&nbsp;<a href="https://www.youtube.com/live/BF3fe0Ll3C4">here</a>.

For John and&nbsp;<a href="https://www.linkedin.com/in/jessica-martinez-b11464179/">Jessica Martinez</a>, the decision to franchise with&nbsp;<a href="https://lawnsquadfranchise.com/">Lawn Squad</a>, the lawn care franchise under&nbsp;<a href="https://www.authoritybrands.com/">Authority Brands</a>, was as much about family as it was about professional ambition. Jessica spent 14 years in the financial services industry, specializing in real estate and home services, while John built a successful career in big tech. But both felt the pull toward something more tangible — a business they could build and grow together.“I knew I didn’t want to end my career in corporate America,” Jessica said. “My husband had always had an itch to be outside with our kids. We wanted to pursue something that would let us take control of our time and build something as a family.”The couple began planning carefully, saving strategically to eventually acquire or start a business from scratch. Their inspiration came unexpectedly close to home. “John helped our son start a landscaping business on the side about 18 months ago,” Jessica said. “That’s when we decided to pursue Lawn Squad ourselves. Now, we run the business together.”<h2>Entrepreneurship Runs in the Family</h2>Building a family business felt natural for the Martinezes. “Entrepreneurship is in our blood — both of our parents owned and operated their own businesses,” Jessica said. “John worked for his dad through college, and I worked for my parents starting in high school. Our son is now a freshman in college pursuing a bachelor’s in business, so this gives him real, hands-on experience.”That multi-generational mindset was part of what made the Lawn Squad opportunity so appealing. “We loved the idea of recurring revenue from the residential side,” she said. “Because my son and husband had already started their own landscaping service, this really checked all the boxes for us.”The Martinezes were drawn to Lawn Squad’s emerging brand status and supportive team culture.&nbsp;“It was definitely a good culture fit,” Jessica said. “The team was patient and welcomed all our questions. It made us feel very comfortable. We liked that it’s an emerging brand, which gives you a little more autonomy than a franchise that’s been around for 30 years. We knew we could make a difference while having the backing of Authority Brands behind us. It gave us the confidence that we weren’t doing it completely alone.”<h2>A Family-Run Business With Shared Strengths</h2>Since opening&nbsp;<a href="https://lawnsquad.com/locations/north-san-antonio-tx/">Lawn Squad of North San Antonio</a> in April 2025, the Martinezes have fully embraced what it means to be a family-run business. “The residential and commercial sides of the business are both relationship-heavy,” Jessica said. “We bounce off each other’s strengths — I’m the personality, my husband is technical, and my son can play both sides.”The family’s teamwork extends beyond business strategy. Their 10-year-old daughter even helps out on weekends, checking inventory at the shop with her dad. “It’s a family affair, literally,” Jessica said. “Our kids get to see the sacrifice it takes in the beginning — it’s not all glory. You have to roll up your sleeves, take risks and be willing to make sacrifices. It’s great first-hand experience.”For the Martinezes, the payoff goes beyond profit. “They say when you run a business, you work 24/7,” Jessica said. “But it doesn’t feel like that because we’re doing it all together. It sounds cliché, but it’s very true.”<h2>Challenges, Rewards and a Multi-Generational Vision</h2>Running a business as a family comes with its own challenges. “The hardest part is that you have to be ready to make lifestyle changes,” Jessica said. “You have to be flexible and go all in. But we’re already reaping the rewards of locking in and doing what it takes. We can all see our own contributions, which has been fun.”Looking ahead, the Martinezes see Lawn Squad as a family legacy. “Long-term, we intend for this to be a rewarding, multi-generational brand,” Jessica said. “After my son graduates from college, he’ll take on more responsibility. John and I can step back a little — maybe acquire additional businesses or continue growing. The opportunities are really endless, especially when you’re part of the Authority Brands network.”<h2>Why Lawn Squad Was the Perfect Fit</h2>For the Martinezes, Lawn Squad’s model aligned perfectly with their goals for growth and balance. The brand’s treatment-only approach — focusing on fertilization, weed control, aeration, seeding, pest control, and tree and shrub care — simplifies operations while offering recurring revenue potential.“We loved that the business was built around recurring revenue and strong customer relationships,” Jessica said. “It’s something we can scale over time while keeping family at the center of everything we do. Lawn Squad has given us the opportunity to do something we love as a family. We’re working hard, learning together, and building a future that our kids can be proud of.”Learn more about Lawn Squad franchise opportunities at<a href="https://lawnsquadfranchise.com">&nbsp;lawnsquadfranchise.com</a>.

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