Tech and lawn care might not seem like an obvious match, but Joel Northrup saw the future before most. After scaling and selling his own lawn care company, he set out to solve one of the industry’s biggest inefficiencies: the outdated, slow quoting process. Enter Deep Lawn—an AI-powered platform that’s bringing instant pricing, automation, and data-driven decision-making to lawn care and pest control businesses.

In this episode, Joel and I talk about how he went from pushing a mower in Cedar Rapids to building a cutting-edge software company, why so many service businesses still struggle with pricing and sales efficiency, and what the future holds for AI and automation in the green industry.

This conversation sets the stage for more to come, and as our final interview from NALP Elevate 2024, we’re closing things out on a high note!

Recorded at the NALP Elevate Conference 2024 in Charlotte, NC.

• How AI and automation are changing the lawn care industry
• The inefficiencies in traditional sales processes—and how Deep Lawn solves them
• Why automation is the future of estimating and customer acquisition

About the Host:

Paul Giannamore: Managing Director of The Potomac Company, Paul is a renowned Mergers and Acquisitions sell-side advisor specializing in the route-based service industries. He provides strategic guidance to business owners, helping them navigate complex transactions, optimize value, and position themselves for long-term success.

About the Guest:

Joel Northrup: Founder and CEO of Deep Lawn, Joel has combined his background in AI and machine learning with his firsthand experience in the lawn care industry to revolutionize how service businesses operate. His technology automates lawn measurement, pricing, and quoting, helping companies streamline their sales process and grow more efficiently.