The VIP Program · powered by Shmello

Marketing on easy mode. A list you own.

One picture text a month. Last year's customers come back for renewals, aeration and cleanups.

Not sure what to send, or worried they'll hit STOP? The VIP program fixes both, and gives people a reason to stay on the list, or hop back on later.

Check my area Book a call

Free, ten seconds. We work with one lawn company per area.

And yes, easy mode has a catch. We name it at the bottom of this page.

Why a list is worth building

Winning a new customer costs way more than bringing one back.

Ads work, and they pay. But a new customer takes an ad, a callback, a drive out to measure and an estimate. Last year's customer takes one text.

A text costs about a nickel. A list of your own is how last year's customers renew every spring and book the extras.

Cheaper to keepthan to find

Win a NEW customera lead, a follow-up, the close · about $25 to $30 at Pawn LeadsPawn Leads figure. Lawn will have its own.

Bring an OLD one backone text to someone who knows you · about 5¢

You can't outspend the national chains. You can own the list.

Every spring the national lawn chains roll out TV spots, mailers and door-to-door reps by the truckload. You are not going to outspend that.

So don't. You beat it with the one thing they can't rent: your own customers' numbers, reached for about a nickel a text, any week you want.

THEIR AD SPEND

12,480

TODAY. AGAIN TOMORROW.

Illustration

A PAWN LEADS BLAST

$10,000

10,000 NAMES. ONE SEND. A NICKEL A TEXT.

about $1 a name at Pawn Leads · not a lawn result

NATIONAL LAWN CHAIN
SPRING TV BLITZNATIONAL CHAIN LEAD APP
TOP OF EVERY SEARCHLEAD APP FRANCHISE
DOOR HANGERS ON EVERY STREETFRANCHISE

Sample

Sample VIP list

🔥 The September VIP badge just dropped. First replies get first pick of the schedule.

That is marketing on easy mode, and it starts with a list you own.

Four busy seasons a year. Your customers hear from you first.

Spring cleanups. Aeration. Fall leaves. Renewals. Those are the weeks homeowners pick a lawn company.

Your customers already know your crew, your trucks and your work. Text them first and let them pick.

Why would they call a stranger off a door hanger?

Sample

JANprepays beat the February crunch
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DECfirst snow, if you plow

Spring renewalsVIP text

Spring cleanupsVIP text

Aeration and overseedingVIP text

Fall cleanupsVIP text

Sample year. Your dates follow your climate.

Your VIP list, invited back on every one · about a nickel a head

Problem 1 · getting them on the list

Every lawn company gets asked for a deal.

Every homeowner wants a deal, and anyone on your crew can hand one out.

Free bush trim. Ten bucks off. An extra mow on the house. No charge for the overgrown first cut.

Fine and fair, that's lawn care.

But give it away free and watch the pattern.

Once, they appreciate it.
Twice, they feel entitled.
Three times, they expect it.

And they never pay your full price again.

You cheapened your own work and got nothing back. You cut your margin for free.

Sample

YOUR LAWN CO. · ESTIMATE

WEEKLY MOW + EDGE

1/4 ACRE

$45

$40 D.
$35 D.
bushes free, D.
ask for Danny

PRICE FIRM

Tap the clipboard to run the week again.

Don't stop giving. Make them earn it.

Enter the VIP program. Take everything you already give away free: the bush trim, the ten bucks off, the extra mow.

Bundle it into one thing the homeowner has to earn: a spot on your list.

VIPs get first pick of the aeration schedule, member pricing on add-ons, and rewards for sending the neighbors.

"Can you knock ten off this month?"

"Absolutely. You just have to be on our VIP list."

"Can you trim the bushes while you're here?"

"For a VIP? Done."

Sample

YOUR LAWN CO.

WORK ORDER #04-7731

09/27/2026 11:42 AM

TRIM FRONT BUSHES25.00
$10 OFF THIS MONTH10.00
EXTRA MOW ON THE HOUSE45.00
SUBTOTAL80.00
VIP PRICE-80.00

AMOUNT DUE:$0.00

PAID WITH: ONE SPOT ON YOUR VIP LIST

WHAT YOU EARN, YOU VALUE

CUSTOMER SIGNATURE:

ETHICAL BRIBEAPPROVED

VIP #1,863WELCOME TO THE LIST

We call it ethical bribery. What they earn, they value. And what they value, they stop expecting for free.

Problem 2 · what do you even send?

The VIP badge of the month. Your built-in reason to text.

Now they're on the list, and this is where owners freeze: what do I even send? This.

Every month your VIPs get a fresh badge. It's their pass to the month's best offers, so they want it. Your specials and shoutouts ride along with it.

Twelve months, twelve designs, your logo on every one.

Use ours, make your own (even ChatGPT works), or have our team design and send them every month for you. Ask about it on the call.

Hover to pause. Tap any badge to feature it. All 12 months, ready to send.

Why a badge text is marketing on easy mode

A badge turns your text into a picture text, and a picture text gives you about 1,000 characters for a nickel on Shmello.

Normally that much text runs about 7 segments, roughly 14 cents. The badge makes it one flat 5 cents.

TEXT PRICES TODAY

STANDARD TEXTper 160-character segment, the normal way~2¢
THE EXPENSIVE WAY1,000 characters as about 7 segments~14¢
THE BADGE WAY1,000 characters in one badge text5¢

One beautiful, decorated text a month with every special, offer and shoutout you've got, all the emojis you want. For a nickel.

Problem 3 · they opt out

Every list leaks. This one wins its people back.

Every list loses people. Most businesses lose a name for good the day someone texts STOP.

Your VIP badge is a living membership card. No badge this month means they're off the list, and your crew wins them back on the spot, right in the driveway.

She asked for a deal. No September badge.Back on the list in 47 seconds, deal granted today.

Tap Derek's badge to the phone.

The tap runs on a Shmo Card or crew badge, and it keeps score: opt-ins tracked per crew member. See Shmo Cards →

Here's why it works · the Pawn Leads math

At Pawn Leads, 10,000 names is about $10,000 a blast.

At Pawn Leads, we see about $1 per name per text blast, shop after shop. No promises, no guarantees.

Lawn care will have its own number, and we'll show it when we have it. The idea is the same: grow the list, and every send is worth more.

LIST SIZE

START1,000

NOW10,000

AT PAWN LEADS

At Pawn Leads, we've grown customer lists from 1,000 to 10,000 names.

Your list starts with the customers you already mow for. Every estimate, every renewal and every tap of a Shmo Card adds a name.

Then the list goes to work. Monday morning, one text:

Sample

Your Lawn Co.VIP Offers

🌱 VIP FIRST PICK: Aeration week is open. VIPs pick their day before anyone else. Reply AERATE.

Is Thursday open? The back yard is rough this year.

Sure is. Want me to add overseeding for the bare spots, Mike?

YES. put me down 🙌

Typing

Shmello, the toasting marshmallow mascot

All of this runs on Shmello. Here's why that matters more than you think.

The invoicing-app trap. One STOP can kill the texts that pay you.

If your scheduling and invoicing app sends the texts that pay you (invoices, payment reminders, "we're on the way"), keep marketing off it.

When promos and invoices come from the same number, one STOP can wipe a customer out of all of it.

Then the invoice text never lands, and the payment quietly runs late.

Sample

(479) 555-0142

Today 9:41 AM

Invoice #4127: $225 for this month's mowing (5 cuts). Tap to pay.

🔥 THIS WEEK ONLY 🔥 20% off aeration and overseeding! 🌱

You will no longer receive messages from this number

Reminder: Invoice #4127 is due today. $225.

Not Delivered

STOP pressed on the invoicing-app rail. The master breaker tripped, every window went dark, and the next payment reminder was not delivered.

Run marketing through Shmello, on its own number, and the wires never touch. A STOP ends the promos, not your invoices. See Shmello →

Here's the catch we promised. One rule for the crew.

No new giveaways. No new free services. No extra ad spend. The whole program costs your crew exactly one habit:

The badge changes **every month**. The rule never does.

Your crew already checks the gate latch, the gas and the blade height all day. This is one more check, and it builds the most valuable thing your company owns.

No promises, no guarantees, just a clicker that only goes up.

Sound like a fair trade?

We set up the program, the signup flow, the Shmo Cards and the monthly VIP badge schedule. Your crew just says yes in the driveway.

Check if your area is open. We take one lawn company per area, first come, first served.

NEW AREA CHECK

Free, ten seconds.

Book a call

Marketing on easy mode. A list you own.

Winning a new customer costs way more than bringing one back.

You can't outspend the national chains. You can own the list.

Four busy seasons a year. Your customers hear from you first.

Every lawn company gets asked for a deal.

Don't stop giving. Make them earn it.

The VIP badge of the month. Your built-in reason to text.

Why a badge text is marketing on easy mode

Every list leaks. This one wins its people back.

At Pawn Leads, 10,000 names is about $10,000 a blast.

The invoicing-app trap. One STOP can kill the texts that pay you.

Here's the catch we promised. One rule for the crew.

HOUSE RULE

Sound like a fair trade?