The owner of Mac’s Landscaping in Stoneham, Massachusetts, has been in business more than 30 years, yet he is still a student of the industry. Gerry McCarthy observes trends, stays in touch with new technology, and networks with friends and associates both inside and outside the green industry. His reward is a $1 million-plus, full-service landscape management company that employs 15 people during the busy season and nine all year long.
Entrepreneurial Bug
Walker Talk visited Mac’s Landscaping in October. After getting his crews out the door on a bright fall morning, the affable owner reminisced a bit about his company.
“I’m probably like a lot of people in this business,” McCarthy relates. “I went to school for one thing but ended up doing something else for a living. Actually, I was studying to be a civil engineer and worked part time during the summer for a local landscape company. When the owner offered me a full-time job in 1975, I decided instead to take the big step and start my own company.”
At first, McCarthy worked out of his home, maintaining primarily small residential accounts. A few years after getting married in 1978, he purchased a gas station and transformed it into a combination garden center and headquarters facility for his maintenance operation. He still works out of the same location.
“There were two turning points in my career,” says McCarthy. “The first one was starting the garden center. It was something I always wanted to do, and we had several very good years in the business, until Home Depot and other large retailers came on the scene. I also learned the hard way that garden centers in this part of the country have only four selling months: April, May, June and December.”
McCarthy laughs and says, “Our second turning point was closing the garden center doors. We had some pretty lean years toward the end of our nine-year run, and I decided it was time to concentrate more on our landscaping operation.”
As part of a new focus, McCarthy joined the Associated Landscape Contractors of America in 1994 (now PLANET, the Professional Landcare Network) and put his nose to the proverbial grindstone. He began to soak up as much knowledge as he could about operating a successful full-service landscape company, and proceeded to develop efficiencies and systems to help him become more profitable.
His business responded as the renewed focus inspired a decade of slow, controlled growth. Today, Mac’s Landscaping generates 65 percent of its revenue from installing landscape and hardscape elements. Mowing and other maintenance work accounts for 30 percent of its yearly revenue, and removing snow brings in another 5 percent. The company has 75 maintenance customers, most of which are full-service accounts with spring and fall cleanup, trimming, pruning and mowing as part of the service offering they receive. Those who pay for the year’s service in advance receive a 5 percent discount – an incentive that helps cash flow.
Like most successful landscapers and mowing contractors, this owner lets his work do the talking for him. He puts a small company sign at the site of installation projects and uses enclosed trailers as traveling billboards for his company’s work. He also keeps an ear to the ground for any tool that will enhance his operation.
“Seven years ago, I started to see more Walker Mowers on our competition’s trailers,” McCarthy recalls. “At the time, I thought the machine’s maneuverability would damage the turf. After observing them for a couple of years and talking with other contractors, I purchased one four years ago. Now, my maintenance crew operates two GHS Walker Mowers equipped with the high-lift system.”
McCarthy says he just can’t say enough about these machines. “Here in the Boston area, we have to catch grass clippings, and I don’t believe there’s a better grasscatching mower on the market than a Walker,” McCarthy says. “Then, after purchasing our first high-lift mower, we were able to eliminate one person from our crew. Before then, we used to dump clippings and leaves on a tarp and then muscle them onto our truck. That took two people and a lot of energy. Now, the Walker Mower operator simply backs up to the truck and automatically raises and dumps the hopper. Pretty slick, I would say. That third person, now gone, represented our profit.”
Plugged In
When asked what he attributes his success to, the Mac’s Landscaping owner credits his people, his equipment and his suppliers. Then, he just shrugs his shoulders and says, “I think more than anything else, successful owners in any business must have a passion for what they do. I enjoy selling and I enjoy people.”
That’s an understatement. At dinner, he introduced the Walker Talk editor to at least six tables of people he knew, including one with TV landscaper personality Roger Cook. “What can I say?” says McCarthy. “I go way back in the community.” He is also involved in that community, being an active member of the Rotary Club and Chamber of Commerce, among other local organizations.
Early in his career, McCarthy also joined the Ancient and Honorable Artillery Company of Massachusetts. Known as the “Ancients”, it is the third oldest chartered military organization in the world, with a mission to support and preserve historic and patriotic traditions. Since joining the fraternal group, McCarthy says he has met a lot of successful people, and just being around them has helped his career.
Among other interests, McCarthy is a member of PLANET’s Board of Directors, and just last fall was given a prestigious industry leadership award by a national trade magazine.
Growing a company and staying involved is demanding and time-consuming, McCarthy admits, noting that he couldn’t do both without the help of his wife, Chris, and sons, Keith and Shawn, both of whom work full time with their father.
“Keith works with our installation crews, and next year I plan to bring him into the office to learn more about selling,” McCarthy points out. “Shawn works with our landscape management crew and I think he will make an excellent operations manager.” For their part, the sons are eager to take any challenge their dad throws at them. Family members are also willing to offer positive criticism when they feel it is needed.
“At times, I think dad does too much volunteering,” says older son Keith. “I think the extra work can be distracting.” Wife, Chris, agrees, noting that her husband is a philanthropist at heart who is always willing to donate more time than he can really afford. Shawn tries to steer clear of the friendly dinner discussion, but admits that having their mentor around more would be helpful, especially since he and his brother look to one day grow their father’s legacy.
The family patriarch takes the criticism well. “I know there is a fine line between volunteering and too much volunteering,” says McCarthy, “but staying involved with your community and industry is imperative. Sometimes, I just have to be reminded about where that line is. I’m totally proud of my family and I wouldn’t be a success without them.”
He also credits his company’s longevity to loyal employees, one of whom has been with him for 20 years, and his suppliers, including his dealer in nearby Woburn who introduced him to his first Walker Mower. McCarthy says, “One thing you learn in this business is that you cannot give your customers exemplary service without getting the same treatment from your suppliers. Pro Equipment gives us great service, and the dealer knows that I appreciate the service. This is a team effort, all the way.”
As McCarthy points out, when individuals decide to go into business, they really aren’t going it alone. To be successful, they have to network, develop relationships, and, of course, continue to learn and grow along the way.
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