Plain-English definitions for green industry marketing
Every term we use in a report, an audit or a strategy call, defined the way an owner would use it rather than the way an agency would sell it.
Every term we use, defined
Plain-English definitions for the language that appears in an audit, a monthly report or a strategy call.
Attribution
The method used to credit a booked job back to the channel, campaign or conversation that produced the enquiry.
AI Receptionist
A conversational agent that answers inbound calls, qualifies the request and books or routes it under approved rules.
Average Job Value
Revenue per completed job, read beside gross margin per crew hour rather than on its own.
Backlog
Signed work not yet delivered. The measure that tells you whether more demand is useful this month.
Bid-to-Win Rate
The share of submitted commercial bids that convert to signed contracts.
Branch Reporting
Splitting demand, response and revenue by location so one strong branch cannot hide a weak one.
Call Tracking
Assigning trackable numbers to sources so calls can be attributed, recorded and reviewed for qualification.
Capacity Planning
Matching marketing spend to the work crews can actually install or service in the period.
Cost Per Booked Estimate
Marketing spend divided by scheduled estimates, a truer measure than cost per lead.
Churn
The rate at which recurring customers cancel or fail to renew across a season.
Design Agreement
A paid agreement covering design work before installation, used to qualify budget and protect winter revenue.
Density
How tightly customers cluster on a route. Higher density lowers drive time and raises margin per hour.
Estimate Follow-Up
The sequence of contact attempts after a quote is issued and before it is won or lost.
Enhancement Revenue
Additional work sold to an existing maintenance customer within the contract year.
Field Software
The system crews use for scheduling, time, notes and job completion, such as Aspire, Jobber or LMN.
Franchise Governance
The standards a franchisor sets for local marketing, listings, branding and reporting.
Google Business Profile
The listing that decides map-pack visibility, calls and direction requests for a service area.
Gross Margin per Crew Hour
The operating measure that tells you whether a job, route or service line is worth keeping.
Lead Response Time
The elapsed time between an enquiry arriving and a named person responding to it.
Local Services Ads
Google pay-per-lead placements shown above search results for qualifying local businesses.
Lifecycle
The full path from first enquiry through estimate, sale, delivery, renewal and referral.
Map Pack
The three local business listings shown above organic results for a location-based search.
Multi-Location SEO
Structuring pages, listings and reporting so each branch ranks for its own service area.
Programme Sale
Selling a recurring seasonal plan rather than a single visit, the basis of lawn care retention.
Pipeline Automation
Rules that move opportunities between stages and prompt the owner when one stalls.
Renewal Sequence
The scheduled outreach that begins well before a contract expires, not in its final weeks.
Route Optimisation
Ordering scheduled work to reduce drive time and increase billable hours per crew.
RFP
A formal request for proposal, common in commercial maintenance and scored against defined criteria.
Service Area Page
A page built for one location and service, written for buyers rather than for keyword count.
Speed to Lead
The practice of responding to a new enquiry within minutes, with qualification and a named owner.
Seasonality
The predictable shift in demand, capacity and margin across the green industry year.
Technical SEO
The crawlability, indexing, speed and structure work that lets useful pages be found at all.
Territory Analysis
Assessing a geographic market for demand, competition and route economics before entering it.
Weather-Triggered Automation
Workflows that fire on forecast conditions, used for snow, irrigation and storm response.
Win Rate
The share of issued estimates that become signed work, tracked by service line and source.
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We add terms as the industry changes. The newsletter carries the updates alongside the research they come from.