Changing for the Better

With 20 years of lawn care experience, Lawrence Neville of Royal Turf Custom Lawn Care in Stirling, N.J. has seen many changes in the industry. “From employee retention to new product developments to new application techniques, I’ve seen every aspect of this industry evolve.” As president and owner, Neville focuses on industry trends by staying abreast of emerging pests and new treatments for habitual offenders, such as chinch bugs. A blend of customer service and competitive know-how has allowed his company to provide top-rate service to a growing clientele.

Royal Turf is a family-owned business that has serviced high-end residential properties in the Stirling area for 35 years. Once Neville took over the business in 1987, customer satisfaction governed his business model.
 
After Neville purchased two neighboring lawn care companies in 1999, his client base rapidly expanded. Most of his customers, however, remain within a 20-mile radius of his office due to high fuel costs, inefficient labor costs incurred for driving time, and wear and tear on the company vehicles. His six certified, licensed technicians maximize efficiency by working from the road, utilizing laptops, PDAs, cell phones and GPS systems.
 
To keep pace with the ever-changing industry, Neville provides year-long training to his employees, encourages them to take classes at nearby Rutgers University, promotes attendance at nearby seminars and conducts regular safety meetings and check-ups.

With sales reaching more than $1 million in 2006, Neville plans to purchase, or possibly build, a new facility later this year.

“In many ways, I’ve revamped my business over the past few years,” he adds. “I’ve offered new, customized application programs, branched out to service commercial properties, developed my advertising tactics and offered add-on services such as tick control and shrub care.”

SEEING IS BELIEVING. Each season, particularly during the warmer months, Neville and his crew face a new set of challenges. Along with the heat, the New Jersey summer brings a wealth of insect problems, including annual chinch bug outbreaks.

Fine fescue and perennial ryegrass lawns are often targeted by hairy chinch bugs, the most common chinch bug species found in the region. Most prevalent in hot, dry turf areas, the insects insert their beaks into grass blades and suck the plant juices. As they remove the fluids, they release a toxin that causes yellow or brown patches in the turf. Damaged areas often resemble those of drought stress or brown patch. In 2006, Neville began searching for a new product to control these outbreaks.

After researching Allectus® insecticide, which provides effective pest control both above and below the surface, Neville tested it on a 50-acre condominium site. “We had awesome results,” he recalls. “We sprayed the front and sides of each lawn in the complex, and there were virtually no brown spots. We’ve continued to use Allectus insecticide and have been extremely happy with the outcome.”

Neville relies on the product for season-long, residual control of chinch bugs and other insects, such as Japanese beetles.

LOOKING AHEAD. As Neville looks to the future, he expects his business to parallel the changing trends in the industry. With the help of a growing advertising budget, a recently re-vamped business plan and sales structure, and an improved image – complete with a new logo and re-designed trucks – he is confident in the company’s evolution over the coming years.

“Change – especially in this industry – is inevitable,” he says. “It is my goal to always stay proactive, constantly changing and adapting to help anticipate and meet the needs of our customers.”