Lawn Doctor

In 2008, few industries were thriving. The recession was taking a toll on virtually every sector, and Jeremy Turner found himself in the particularly unenviable position of selling kitchen and bath appliances to a country that had abruptly stopped building and renovating homes. By 2009, Turner had taken a hard look at his career and decided not only did he not want to work in appliances anymore, he didn&rsquo;t want to work for anyone but himself.

&ldquo;When we were hit hardest by the economy, I started getting introspective,&rdquo; Turner said. &ldquo;I worked so hard and I&rsquo;d done so much for the company I worked for, and I started thinking &lsquo;Why have I done this for other people? Why haven&rsquo;t I done this for myself? Why haven&rsquo;t I started my own business?&rsquo;&rdquo;

Turner suspected that the best path to business ownership might be through franchising, but he admits he knew little about the industry.

&ldquo;I thought it might take a lot of money to get in the game,&rdquo; he said. &ldquo;I didn&rsquo;t really understand the options. I thought you could pick between giant fast food brands, like McDonald&rsquo;s, or tiny little businesses that couldn&rsquo;t be scaled up.&rdquo;

Despite his rather limited perception of his options, Turner decided to reach out to a franchise consultant. He quickly found he had misunderstood that resource too, thinking he might be able to secure a loan for one of those giant fast food franchises he&rsquo;d imagined joining.

&ldquo;I called a franchise consultant and asked them what franchise they would loan me money for,&rdquo; he said. &ldquo;She just laughed and explained that I was approaching the whole thing wrong.&rdquo;

Though Turner&rsquo;s consultant, like all franchise consultants, was not in the business of awarding loans to prospective franchisees, she revealed to Turner an array of options in the franchise industry that would suit him better than a massive fast food chain.

The consultant worked with Turner to learn about his financials, personal interests, professional experience, career goals and a host of traits before presenting him with a list of twenty franchise opportunities she thought might work for him.

&ldquo;I didn&rsquo;t realize there were franchises for every industry,&rdquo; Turner said. &ldquo;She told me to go through three or four at a time, look at each carefully, and start ruling out the ones that I wasn&rsquo;t interested in.&rdquo;

Turner ruled out most of the concepts he looked at rather quickly, but one stuck out: a lawn-care franchise called <a href="http://lawndoctorfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-recession-inspired-jeremy-turner-to-find-a-new-career-with-lawn-doctor-2706479" target="_blank" rel="nofollow" target="_blank">Lawn Doctor</a>. Turner didn&rsquo;t have any experience with lawns, but the operational model looked interesting, and he suspected it might be something he could grow.

&ldquo;I didn&rsquo;t know anything about lawn care, so I wasn&rsquo;t sure it was for me, but the concept stuck out, so I set it aside as I looked into other concepts,&rdquo; he said.

Turner continued investigating the franchise concepts he had not immediately ruled out, but as he dug deeper into each, he started seeing some worrying signs.

&ldquo;I started making calls to franchisees, and for every franchise I looked into, I was finding franchisees who weren&rsquo;t happy, except for <a href="https://lawndoctor.1851franchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=the-recession-inspired-jeremy-turner-to-find-a-new-career-with-lawn-doctor-2706479" target="_blank" rel="nofollow" target="_blank">Lawn Doctor</a>. Every Lawn Doctor franchisee I spoke with loved their work, they loved the business, they loved the brand and they loved the industry.&rdquo;

Turner made the decision to sign on with Lawn Doctor on Christmas Eve of 2009. By January 10, he was training at the brand&rsquo;s corporate headquarters.

Eight years later, Turner now operates multiple Lawn Doctor territories throughout the St. Louis area. That growth took some time, but far less than Turner said he expected.

&ldquo;When I signed on with Lawn Doctor, I knew it was something I wanted to grow, but I also knew that I was completely new to lawn care. I decided that I could handle two territories right off the bat, and I had a plan to take on two more after about five years. But after my first season, the operation was doing well, and I felt ready to start the expansion process much sooner.&rdquo;

Today, Turner&rsquo;s operation services thousands of customers but he says that his rapid expansion throughout the market is not unusual for Lawn Doctor owners.

&ldquo;I noticed a trend early on. When Lawn Doctor enters a new market, if the franchisee follows the model, they quickly become the dominant player in the market. You&rsquo;re a local owner, but you have the support, systems, program and buying power of a national brand. When I started with 0 customers, I was still able to buy like my competitors. And our branding and services are so much stronger. If you get one customer on a residential street, you are going to get five on that street pretty quickly.&rdquo;

Though Turner&rsquo;s growth is not unusual for Lawn Doctor owners, Eric Martin, the brand&rsquo;s vice president of franchise development, says that growth is a result of Turner&rsquo;s dedication to building a strong operation, something Martin looks for in every new Lawn Doctor franchisee.

&ldquo;Jeremy came to Lawn Doctor with a very clear goal of building something sustainable for himself,&rdquo; Martin said. &ldquo;That&rsquo;s what we love to see when we talk to prospective franchisees. Jeremy has taken advantage of everything we have to offer and has created an annuity type business with high annual customer retention rates. Jeremy truly understands customer service and is very customer focused. This mentality has helped him build a fantastic business and expand it throughout the St. Louis area.&rdquo;

The growth of Turner&rsquo;s Lawn Doctor has not only generated an enviable revenue stream, it&rsquo;s also allowed Turner a level of freedom he&rsquo;d never had in the corporate world.

&ldquo;As I&rsquo;ve grown, I&rsquo;ve turned my operation into a business where on any given day, if I don&rsquo;t go to work, I have people in place that make everything happen behind the scenes,&rdquo; he said. &ldquo;I have the freedom to do the things I want to do. If I want to leave for vacation a little early, I can do that. There&rsquo;s a lot of freedom that comes with growth.&rdquo;

Turner attributes much of his success with Lawn Doctor to the brand&rsquo;s recurring revenue model. For someone whose previous career was crippled by a turn in the economy, the stability provided by that model is a crucial asset.

&ldquo;In my old industry, I was working with a new client for every transaction,&rdquo; he said. &ldquo;Someone was remodeling their kitchen or they needed a new appliance, so I would sell them what they need and that&rsquo;s it, they weren&rsquo;t likely to come back anytime soon. Lawn Doctor is nothing like that. It&rsquo;s repetitive, like a cell phone or cable bill. You sell a customer one time, and they are with you for a long time; you don&rsquo;t have to re-sell them. You just make sure they have a good experience, and the business keeps coming in. That kind of repeat business is hard to come by in most industries.&rdquo;

Turner has no plans to slow the growth of his business anytime soon. He says he&rsquo;s found his place in an industry he knew little to nothing about before he started eight years ago.

&ldquo;I never thought of myself as a lawn-care guy, so I was reluctant at first, but from a business perspective, everything looked right. I set out to own my own business, and that&rsquo;s what I&rsquo;ve done with Lawn Doctor. If I have any regret, it&rsquo;s that I didn&rsquo;t start sooner.&rdquo;

The Recession Inspired Jeremy Turner to Find a New Career with Lawn Doctor

1851 Franchise

The Great Recession caused him to look for a new line of work. Now, he only wishes he’d looked sooner.

This brand page has been paid for by LAWN DOCTOR. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

the-recession-inspired-jeremy-turner-to-find-a-new-career-with-lawn-doctor

FRANCHISE INFORMATION

Own a Lawn Doctor

Happinest Brands Makes the Off-Season a Win for Franchisees

Veteran Success With Lawn Doctor

Lawn Care Franchise Opportunity Overview

Learn

Download Brochure

Visit Website

LAWN DOCTOR

Facebook

Instagram

LinkedIn

YouTube

SOCIAL MEDIA

How a 20-Year Industry Veteran Tripled His Sales With a Lawn Doctor Franchise

Navy Veteran, Former Field Service Engineer Celebrates Early Success With Lawn Doctor Franchise

LAWN DOCTOR MOST READ STORIES

1851 LOGIN

GROWTH CLUB LOGIN

ABOUT LAWN DOCTOR

CONTACT LAWN DOCTOR

facebook

instagram

twitter

linkedin

youtube

First Name

Last Name

Email

Phone

City

State / Province

Zip Code

For&nbsp;<a href="https://www.linkedin.com/in/dominick-pennella-9918a448/">Dominick Pennella</a>, the journey to becoming a franchise owner with&nbsp;<a href="http://lawndoctorfranchise.com">Lawn Doctor</a>, the 700-plus-unit national lawn care franchise, has unique ties back to his childhood and family. Growing up in Brooklyn in a traditional Italian family, Pennella was involved in the family landscaping business from a young age. He also saw just how important family was. As he approached adulthood, he wanted to explore other paths, which led him to the Navy“I was the baby of three kids. The family culture was already set; landscaping was the thing, and we were Italians who lived in Brooklyn,” Pennella said. “I just felt like there was so much more world to see. I’m appreciating all of these things now, in hindsight, but as an 18-year-old, I just wanted to get going. So I joined the military, and it was the scariest thing I ever did.”<h2>The Military to Corporate Transition</h2>For Pennella, the military was a way to fast-track personal growth, in a way, allowing him to explore what it would mean to go out on his own. It meant leaving his hometown and taking on the adventure without familial backing.He spent about four years in the Navy, working on submarines and doing things like monitoring nuclear reactors through a keyhole. In addition to meeting new people and seeing new places, his time in the Navy set Pennella up with a technical foundation that would define his corporate journey.This military background and technical proficiency opened doors for Pennella as he transitioned to civilian life. He was hired as a field service engineer for a biomedical company before even completing a college degree, but he was already looking toward the “next rung” of the ladder.“I was looking up at the next rung. I thought, ‘I can do that, and to do that, I would need an education directly in management,’” he said. “I decided to sign up for distance learning and see if I could work full-time and go to school at the same time. I did that for about five years. My master’s was in business management.”As he continued to climb the corporate ladder, Pennella returned to lessons he learned in his early landscaping years.“Whether you're showing up to someone's home to take care of a lawn or whether you're showing up to a hospital mid-surgery to take care of a blood gas instrument, the end result is still the same,” he said. “You still have to deal with people who are discontent. They don’t like the current situation, and they need to believe in you. You need to convey a plan, communicate throughout that process and close the loop at the end.”“Regardless of the perceived severity of what you’re fixing, any type of field service is similar,” he continued. “When I worked for my father as a landscaper, it was the exact same thing. A different product, but the exact same customer-facing experience. They want to know what you can do for them. ‘I’m in this situation. How can you help me? And can I contact you if I need anything?’ If you answer all those questions, they're happy. It was the same thing in medical device field service. So, I did well by literally copying the same tenets my father taught me.”Throughout his corporate career, Pennella’s approach earned him and his teams multiple awards and widespread recognition. But as he advanced, it also began to demand more from Pennella in terms of travel. When these requirements began to overshadow his family time, he knew it was time for a change.“I was successful, but my family is so important to me, and they were not more than 20% of my week in any given week in that life,” he said. “I knew it was time for a change.”Today, Pennella says that decision was fueled by the people who matter most — his wife of 14 years, Maria, who is also his partner in running the business, and their two daughters, Dora (11) and Gigi (7). He describes them as his daily inspiration and the driving force behind his decision to build something that would allow him to be present, ambitious and rooted at home all at once.“I didn’t even think of landscaping again, because that was what my dad did,” he continued. “I did electronics in the Navy, and that was my thing. But my father and I, one thing we have in common is the love of family. He couldn’t wait to get home and spend time with us when I was young, and I share that same view.”So, when he first began searching for his next opportunity, Pennella was looking for other roles in the same industry. He wanted to stick with “his thing,” just in a capacity that would require less travel and allow for more family time. After realizing that, at his level of seniority, any new role would be more of the same, he went to step two: franchises.<h2>Identifying Lawn Doctor: The Return to the Lawn Care Business</h2>“There are about a billion franchises for anything you could possibly think of, so how do you choose one?” he said. “I ended up finding some really great people — some franchise brokers. I took the Zorakle Assessment, and two days later, they called and said, ‘Hey, have you ever heard of&nbsp;<a href="https://1851franchise.com/lawndoctor/info">Lawn Doctor</a>?’”At this point, Pennella had not mentioned Lawn Doctor to the brokers, but he remembered it from childhood. He saw the green thumb logo and vehicles in the community and, as a child, asked his father how the business model worked since he never saw them cutting anyone’s lawn. At the time, his father explained that fertilization was one of the more profitable services in the lawn care space, but the conversation stopped there.So, when Pennella was presented with the Lawn Doctor franchise opportunity decades later, it almost felt meant to be.“When I started doing some research, I realized it might be the perfect fit. It tied in with my nostalgia, my culture, my history, my skill sets — everything,” he said. “And again, it’s field service. It wasn’t a straight line, and I don’t know where I would be if it wasn’t for the folks who guided me in the selection process. But when they said ‘Lawn Doctor,’ I thought, ‘Are you kidding me? I used to joke about comparing Lawn Doctor to the type of work I did in my father’s business.’ And here I am, the owner of a Lawn Doctor franchise! And I couldn’t be happier with the choice.”<h2>Building Momentum Through a Culture of Collaboration</h2>As Pennella launched&nbsp;<a href="https://www.lawndoctor.com/naples-fl/">Lawn Doctor of Naples-LaBelle-Marco Island</a>, he applied a sophisticated management lens to a local service model. This approach has already yielded impressive results, driving Pennella to blow his first-year projections out of the water within a couple of months. By focusing on communication and personal outreach, including knocking on clients’ doors himself, he was able to build trust and set the business up for an amazing first year.“It’s a simple, scalable model, and it sets you up to make your money back in a fairly short time frame,” he said. “It’s a great choice for a calculated risk-taker.”In addition to his own analytical lens, Pennella’s success has been driven by the support of the entire franchise system. Previously accustomed to a “dog-eat-dog” atmosphere in corporate America, Pennella was pleasantly surprised by the collaborative nature of the Lawn Doctor system. While he has worked diligently to educate himself on all facets of the business, he realized that, with the franchise system behind him, he didn’t have to absorb all of the information immediately and completely.“In the corporate world, everyone is looking for their own win. Here, a rising tide floats all ships,” he said. “I have at least five other owners and a dedicated mentor that I can call any time for any reason, and they’ll have an answer. I’m not scared to take on things I might not be an expert on yet because I have the backup to help me find those answers if needed.”&nbsp;Pennella is quick to credit those who have walked beside him during this first year. He highlights&nbsp;<a href="https://www.linkedin.com/in/scottspitz/">Scott Spitz</a> of&nbsp;<a href="https://www.lawndoctor.com/lakeworth-fl/lawn-care-in-west-palm-beach/">West Palm Beach</a>, who has served as a dedicated mentor, providing the institutional knowledge that only a veteran owner can offer. He also expresses deep gratitude for the ongoing support from&nbsp;<a href="https://www.linkedin.com/in/rafael-valle-a92584103/">Ralph Valle</a> in&nbsp;<a href="https://www.lawndoctor.com/jacksonville-fl/lawn-care-in-jacksonville/">Jacksonville</a> and the&nbsp;<a href="https://www.lawndoctor.com/fortmyers-fl/home/">Duffy family in Fort Myers</a>, whose insights helped him navigate the nuances of the Florida market, illustrating just how valuable it is to be a part of the Lawn Doctor system, which functions as a true team.As he prepares for continued growth, Pennella recognizes that there will be additional learning and growth opportunities as a Lawn Doctor owner, but he’s ready for them, and he encourages others in a similar position to consider taking the leap, as well.“If you are willing to learn agronomy and work closely with the franchisor, this can change your life,” he said. “It gave me the one thing I couldn’t find in the corporate world: the ability to put my family first without sacrificing my ambition. It’s the best decision I’ve ever made.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/lawndoctor">https://1851franchise.com/lawndoctor.</a>&nbsp;

Photo of Lawn Doctor franchisee Dominick Pennella and family

After making the switch to franchising for better work-life balance and to prioritize his family, Dominick Pennella exceeded his first-year projections by 50% in his first few months of operations.

navy-veteran-dominick-pennella-success

Design with photo of John Perry and Lawn Doctor logo

lawn-doctor-franchise-success-story-john-perry

Happinest-Lawn-Doctor-Franchisee-Ralph-Valle-Profile-Jacksonville-FL-June-2025

From Near-Quit to 7 Figures: Success With Lawn Doctor in Jacksonville, Florida

lawn-doctor-franchise-success-jacksonville

Record-Breaking Rookies: Firefighter-Banker Duo Blazes Trail With Lawn Doctor Success

record-breaking-rookies-firefighter-banker-lawn-doctor-success

The Recession Inspired Jeremy Turner to Find a New Career with Lawn Doctor

MORE STORIES LIKE THIS