Contrary to assumptions in the lawn industry, our primary research revealed that, rather than obsession over “the perfect lawn,” most homeowners just want a decent one that lives up to their neighborhood standards.
So, we tapped into consumers’ desire to not be “that house,” (you know, the one that the neighbors complain about) and helped Scotts LawnService successfully raise its sales year over year.
By creating “real” testimonials from the folks next door we introduced the idea of the neighborhood standard, and made it clear that some houses aren’t quite up to par. In “Buy that House” we find that neighbors talk. And sometimes they talk about taking drastic steps to improve bad lawns in the neighborhood.