Established
1973
Franchise Units
250
Minimum Investment
$150,000
Franchise Fee
$40,000
Total Investment Range
$500,000
Home Based
No
Description
TruGreen is one of America’s most recognized names in professional lawn care and outdoor services. For decades, the brand has built its reputation around delivering science-backed lawn treatments, consistent service quality, and strong customer retention across suburban and metropolitan markets in the United States.
Operating in the thriving lawn care and landscaping services industry, TruGreen has positioned itself as a premium, subscription-based service provider. Its focus is simple yet powerful: help homeowners achieve healthy, green, weed-free lawns without the hassle of doing it themselves. Through customized treatment plans, certified specialists, and environmentally conscious practices, the company has become a trusted household name.
Why Invest in this Franchise?
Investing in TruGreen means entering a resilient and recession-resistant segment of the home services market. Lawn care is not a one-time purchase—it’s an ongoing necessity for millions of American homeowners.
Key Advantages:
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Strong Brand Recognition: A nationally trusted brand with decades of customer loyalty.
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Recurring Revenue Model: Subscription-based lawn treatment programs provide consistent cash flow.
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High Customer Retention: Seasonal treatment cycles encourage long-term relationships.
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Scalable Operations: Territory-based model allows growth through route density.
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Growing Industry Demand: Increasing homeownership and outdoor living trends fuel demand.
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Operational Systems in Place: Proven service protocols and technician training programs.
Background
Established Year: 1973
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Founders: Founded through the merger of lawn service providers; growth accelerated under executive leadership including industry veteran John Cowles.
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Industry Category: Lawn Care & Outdoor Maintenance Services
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Headquarters: Memphis, Tennessee, USA
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Market Presence: Nationwide across the United States
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Franchise Active Units: 250+ company-operated and franchise-supported service locations across the U.S.
TruGreen began as a small lawn care service and grew through strategic acquisitions and mergers. Over time, it consolidated regional operators under a unified national brand. The company expanded aggressively throughout the 1980s and 1990s, becoming one of the largest lawn care service providers in North America.
Today, TruGreen serves millions of residential customers annually. The company is privately held and continues to dominate the professional lawn treatment market. Its growth has been fueled by innovation in turf science, data-driven customer management systems, and strong operational infrastructure.
Support Training
TruGreen offers comprehensive training and ongoing support to ensure franchisees operate efficiently and maintain service excellence.
Pre-Launch Support
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Site selection guidance and territory analysis
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Business planning and financial modeling assistance
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Equipment procurement support
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Initial marketing launch strategy
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Hiring and recruitment guidance
Initial Training
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In-depth operational training at corporate facilities
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Lawn science and turf management education
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Chemical handling and environmental compliance training
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Customer service and retention strategies
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Sales and upselling systems
Operational Support
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Route optimization systems
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CRM and customer management tools
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National vendor partnerships
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Standardized treatment protocols
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Compliance and safety systems
Marketing Support
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National advertising campaigns
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Digital marketing and paid search management
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Branded materials and promotional assets
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Local marketing guidance
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Reputation management systems
Ongoing Support
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Continuous education programs
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Field performance reviews
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Technical agronomy support
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Business growth planning
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Seasonal campaign strategies
This level of corporate backing significantly reduces operational risk and helps franchisees focus on scaling their territories.
Ideal Candidate
The ideal TruGreen franchisee is a motivated entrepreneur with strong leadership skills and a desire to build a recurring revenue service business.
Preferred Qualities:
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Business management or operations background
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Experience in home services, landscaping, or B2B/B2C sales (preferred but not mandatory)
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Strong customer service mindset
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Ability to manage teams and service routes
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Willingness to follow structured systems
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Adequate capital for initial investment and working capital
This opportunity is ideal for:
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Multi-unit operators seeking diversification
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Veterans transitioning into civilian entrepreneurship
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Corporate professionals seeking semi-absentee ownership
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Investors targeting stable service-based industries
Prime locations include suburban residential markets with high homeownership rates and strong disposable income demographics.
Financial Detail
Total Investment Required: $150,000 – $500,000
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Minimum Investment Required: Approximately $150,000
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Franchise Fee: $40,000 – $60,000
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Infrastructure & Equipment Cost: $75,000 – $200,000
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Marketing & Launch Budget: $20,000 – $40,000
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Working Capital (3–6 months): $30,000 – $75,000
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Royalty Fees: 6% – 8% of gross revenue
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National Marketing Fund Contribution: 2% – 3%
