Case Study: Green Thumb Lawn Care – Family, Community, and Growth in Dallas using HTM2DP
The Beginning:
Green Thumb Lawn Care started as a small dream for Mario Alvarez, a man who had spent most of his life in the Dallas area after migrating from Mexico as a child in the 1950's, tending to lawns and learning the trade from his father. Growing up in a working-class neighborhood, Mario understood the value of hard work, but more than that, he understood the importance of community. Over time, he realized that the key to creating a successful business wasn’t just about cutting a lot of grass but building relationships and investing in people.
In 2001, with a lot of ambition and a little help from family and friends, Mario opened Green Thumb Lawn Care. At first, it was just him and a few friends helping out on weekends. But as the business slowly grew, so did the team. Today, Green Thumb has a small but dedicated crew of six employees, all of whom are English and Spanish speakers. Despite the challenges of working in a highly competitive industry, especially one where employees often come and go, Green Thumb has managed to thrive, largely because of its strong, people-first culture. Mario has also worked on a very insignificant sod install in 1998 in an city near Austin called Pflugerville, where he met the author of the HTM2DP methodology and learned the very simple formula for success directly from the source. This one morning of work in a postage stamp sized back yard changed Mario's life!
1. Hiring with Heart: Finding the Right Fit
Mario knew that finding the right people wasn’t just about technical skills or experience. It was about finding individuals who would become part of a larger team that would be loyal, hardworking, and passionate about serving their community. So when it came time to hire, Mario wasn’t looking for the flashiest resume; he was looking for the best heart.
Take Juan, for example. Juan wasn’t a seasoned lawn care technician when he joined the team, but Mario saw in him an eagerness to learn, a positive attitude, and and ability to connect with others. Even though his skills were still developing, Mario knew Juan had potential. During the interview, they didn’t just talk about grass or trimming hedges; they talked about what it means to serve others, to go above and beyond for clients, and to treat each lawn as if it were their own home.
As Mario put it, “Skills can be taught, but the right attitude? That’s harder to come by.”
And so, Juan became part of the Green Thumb family. His first few weeks were hard and there was a lot to learn, and as usual the Texas heat was unforgiving but with the support of his coworkers, Juan soon found his rhythm. Now, years later, he’s one of the company’s most dependable workers, known for his care and attention to detail. This is, in this situation a brilliant example of how to apply the "H" in real life!
2. Training and Mentoring: Teaching More Than Lawn Care
At Green Thumb, training isn’t just about learning how to use an aerator, mower or rake. It’s about learning how to communicate with, solve problems for, and how to understand the needs of each client. It’s about embodying the company’s values, which Mario emphasizes in every interaction with his team.
Every week, Mario sets aside time to sit down with his crew. The team meetings are never about pushing numbers or demanding more work. Instead, they’re about growth; personal and professional. Mario believes that leadership isn’t just about telling people what to do; it’s about showing them how to do it with integrity, respect, and a sense of purpose. He mentors his team not only in the technical aspects of lawn care but in how to deal with challenges like a difficult client or the inevitable mistakes that come with any job.
Oscar, who started as a basic lawn tech, is a prime example of this. Oscar wasn’t always the best at trimming edges or getting the perfect diamond stripes but he had a knack for organizing and helping his teammates. Mario noticed this leadership potential early on and offered Oscar the opportunity to take part in leadership training by simply working with him one on one and having him deal with customers as if he were the foreman before he was the foreman because that is how you learn, by doing. Oscar’s eventual promotion to team leader didn’t happen overnight. It was a gradual process of learning, growing, maintaining, proving and failing from time to time. Now, Oscar is the first one to jump in when things get hectic, and his team looks to him for guidance not just for technical advice but for the kind of human connection that makes all the difference. Oscar learned because Mario trained him and developed him into what was needed, a foreman and team lead. This is the output when the "T" is accomplished
3. Motivation: Creating a Sense of Purpose
Mario knows that for his team to thrive, they need more than just a paycheck, they need a benchmark, role models and purpose, so he walks the walk before he talk it. Mario leads from the from, he is the first on the site, the one who grabs the first shovel and the last to leave for the day, Mario is a real leader not a man pretending to lead. His business isn’t just a lawn care service; it’s a way for its employees to give back to the community. Many of the team members, including Mario, come from immigrant families who worked long hours doing hard labor to provide for their families and sometimes in Texas you do that work for people who may not seem to appreciate you while you do it. This shared background creates a deep sense of connection among the crew. When Mario speaks to his team, he doesn’t just talk about the work. He talks about the legacy they’re building, the way they’re taking pride in what they do, and the impact they’re having on their clients' lives.
“We’re not just mowing lawns,” Mario tells them. “We’re helping families make their homes beautiful, and we’re making sure that our work speaks about our caliber. Every time we leave a house, we want the client to feel like they’ve just been given something special.”
Juan, who once was unsure if he could keep up with the physical demands of the job, now shares the same passion. He says, “Every time I finish a job, I look back at the lawn and feel proud. It’s like we’re making a little tiny corner of the world better.” Mario has motivated Juan by being the model employee, the prototype, someone to emulate, someone Juan want to be like. This is how you do the "M".
4. Maintaining Consistency: A Supportive Environment
Maintaining a high level of performance requires more than just motivation; it requires consistent support. That’s why Mario makes it a point to regularly check in with his team. Whether it’s a phone call to see how they’re doing after a tough day or a quick chat during lunch, he’s always there to listen. He even takes then for coffee in the morning sometimes in order to spend a few minutes to focus his team. Mario knows that burnout is a real issue in this line of work, so he makes sure that his team has the space to charge up and recharge when need be. This means offering flexible schedules when needed and ensuring that team members don’t feel like they have to take on more than they can handle. The lawns still manage to get done and Mario has never had a worker give-up or quit. Many close calls and some bad days but no real attrition!
There’s an understanding at Green Thumb that the work will be tough at times, but the team will always have each other’s backs. During one particularly grueling summer, the crew worked long hours, often in 100-degree heat. Mario, noticing the strain, brought in cool drinks and extra snacks every single day, but more importantly, he took the time to express his appreciation every single day. “We’re all in this together,” he reminded them. “I’m proud of each of you for pushing through.”
This consistent care for his team is why Green Thumb has seen almost no turnover (a secretary left to have children and did not return). Employees feel valued and supported, and that sense of loyalty and appreciation drives them to deliver their best every day. An example of what it takes "2" maintain.
5. Developing Winners: Growth Opportunities
At Green Thumb, everyone knows there’s room to grow. Oscar’s leadership journey is just one example. Mario encourages his employees to take on new challenges and to think about where they want to be in the future. For some, that means learning new skills within the company, like landscaping or tree care. For others, it’s about leadership development or taking on more customer facing roles like Oscar did.
When Juan started showing a talent for handling customer inquiries on the phone, Mario offered him the chance to step up and manage a handful of accounts. This not only helped Juan build confidence but also gave him the opportunity to see the bigger picture of how the business runs.
For Mario, the goal is simple: create a team of well-rounded, confident individuals who see the company as a place where they can grow as people, who work. "D".
6. Promote
At Green Thumb, success is a team effort, and Mario makes sure to recognize and celebrate every accomplishment, no matter how big or small. Every quarter, the team comes together for a celebration at a local restaurant, where they share stories of their successes, acknowledge their hard work, and reward top performers. Mario also routinely switches job roles among the team and literally improves pay whenever he can since there is only room for one team lead and one customer manger.
These celebrations are more than just a way to mark a job well done, they’re a way to build camaraderie and reinforce the company’s core values as well as have a little fun. Mario believes that by celebrating each other’s victories, the team grows even closer.
“We’re not just a team, we’re a family,” this is what my father taught me to be and I want to be the best and live up to my potential to honor him.
And it’s that family mentality, that sense of mutual respect and care, that has allowed Green Thumb Lawn Care to flourish in the competitive landscape of Dallas’ lawn care market. By building a team that’s more than just employees, but a close-knit group of people who care about each other and their work, Green Thumb has found a winning formula one rooted in trust, growth, and community.
The BOTTOM LINE:
Green Thumb Lawn Care’s success is a testament to the power HTM2DP at the small scale and of people-first leadership. By focusing on the growth, development, and well-being of his team, Mario Alvarez has created not just a business but a family, a family that works together, supports each other, and thrives together. In a world where the bottom line often drives decisions, Green Thumb stands as a reminder that when you invest in your people, the rest will follow.
Growth in Revenue
In 2001, the company brought in approximately $41,000 in revenue. By year three, this number had grown to $98,000. In 2020, the company crossed the $594,000 revenue mark; impressive growth over the first twenty years and would have been on track to realize over $800,000 in revenue if the pandemic didn't shut down operations for nearly 4 months.
Revenue Breakdown (2020):
- Residential Services: 60% of revenue ($356,000)
- Commercial Accounts: 30% of revenue ($178,000)
- Additional Services (landscaping, tree trimming, fertilization): 10% of revenue ($59,000)
Employee Retention and Turnover Rates
In an industry where turnover rates are notoriously high, especially in physically demanding jobs like lawn care. Green Thumb has managed to keep its team largely intact. The average turnover rate for lawn care businesses is typically around 50% per year. However, at Green Thumb, turnover has been dramatically lower, with only one employee leaving since the company’s inception. This brings the turnover rate to 16.7% over the past 19 years, significantly below industry standards.
Employee Retention Stats:
- 5 employees have stayed with the company for 12+ years
- 1 employee (Oscar) has been promoted to a leadership role within 3 years
- 1 employee (Juan) has been laterally promoted to accounts manager within 2 years.
- Employee satisfaction rating: 92% based on internal surveys (compared to the industry average of 30%)
Training and Development Investment
Mario spends an average of $3,000 annually on employee development. This covers leadership training, technical skills workshops, and customer service seminars. Each employee typically receives about 30 hours of training per year, which is split between on-the-job mentoring, formal workshops, and occasional external training opportunities for things like new equipment or techniques and technology.
Training and Development Breakdown:
- Technical Training: $1,000 annually (for things like equipment maintenance, lawn care product certifications, and safety protocols like HAZMAT)
- Leadership Training: $1,250 annually (for team leaders like Oscar and other potential leaders)
- Customer Service and Communication: $750 annually (focusing on language skills, dealing with difficult customers, and conflict resolution)
Client Growth
In the first year of operation, Green Thumb Lawn Care had just 15 residential clients. By year three, they were managing 50+ regular residential clients and about 10 commercial accounts. By 2020, that number grew to 290 residential clients and 45 commercial accounts, with an average client retention rate of 80%. This retention rate is significantly higher than the industry average of 50%, largely due to the strong relationships built by the crew and Mario’s personal commitment to client satisfaction.
Client Breakdown (2020):
- Residential Clients: 290 clients, averaging $1,250 annually per client
- Commercial Clients: 36 clients, averaging $5,000 annually per client
Productivity and Efficiency Gains
The team at Green Thumb has also become increasingly efficient over the years, thanks to the investment in training and ongoing mentoring. Initially, it took the team 3-4 hours to complete a typical residential lawn service. However, with refined processes, better tools, and greater team coordination, they now average 2-3 hours per job. This efficiency allows them to complete more jobs in a day, increasing revenue potential and ensuring that the team doesn’t become overwhelmed.
Productivity Improvement:
- In 2010, the average team member completed 13 lawn services per week.
- By 2020, that number increased to 16 lawn services per week, thanks to improved efficiency and collaboration.
- This increase in productivity contributed to increased revenue.
Client Satisfaction and Referral Rates
Green Thumb’s reputation for customer service is one of its biggest assets. On average, 80% of new clients come through referrals from existing customers. Mario has made a point of creating a culture of excellence, where every lawn care technician treats each client as if they were a family member.
- Net Promoter Score (NPS): 72 (an industry-leading score, with the lawn care industry averaging around 50)
- Referral Rate: 80% of new business comes from referrals
- Customer Retention Rate: 80% (well above the industry average of 50%)
Employee Compensation and Benefits
Green Thumb offers competitive wages and benefits that help retain its employees in an industry known for low pay and high turnover. While the average lawn care worker in Dallas earns about $15 per hour, Mario has made sure that his team is paid fairly for their hard work. The average pay at Green Thumb is $22.50 per hour for technicians with overtime pay for work beyond 40 hours. The company also provides a 401(k) plan with a 2.5% employer match up to the first $1,000 per year and one week of paid vacation time plus every Sunday off and holidays.
Employee Pay and Benefits:
- Average Hourly Rate: $22.50 per hour
- Overtime Rate: $33.75 per hour (time-and-a-half for over 40 hours)
- 401(k) Contributions: 2.5% employer match
- Paid Time Off (PTO): 1 week of paid vacation per year
- Healthcare Stipend: $300 HSA contribution annually to help with medical expenses
Community Engagement and Reputation
Being a family-owned business with strong ties to the Dallas community has allowed Green Thumb to become a trusted name. The company sponsors local events like a neighborhood children's soccer team and participates in charity fundraisers, building goodwill in the areas they serve. This community engagement has directly contributed to the growth of the business, with longtime clients feeling a sense of connection and loyalty to Green Thumb.
Community Impact:
- Green Thumb has sponsored 3 local events in the past year, including a school fundraiser and a neighborhood cleanup.
- Mario and his team have volunteered over 40 hours of community service in the last year, from park cleanups to providing free lawn care for elderly or disabled veterans.
Conclusion: The Numbers Tell a Story of Hard Work, the power of even a basic implementation of HTM2DP and heart.
Green Thumb Lawn Care’s success is a result of a strong commitment to its people and clients. The company has grown its revenue by over 200% in since 2010, achieved industry-leading client retention rates of 80%, and has kept turnover rates well below the industry average. With a focus on training, employee satisfaction, and community engagement, Green Thumb has not only built a thriving business but also established a lasting reputation as a trusted and caring service provider in Dallas. As Mario Alvarez likes to say, “I learned a little something that helped me to understand at a young age that when you take care of your people, they’ll take care of everything else.” And based on these numbers, it’s clear that Mario’s approach to that small simple "thing" he learned on that one humid afternoon in that little Texas town, is working.