Jeff Baker's path to entrepreneurship defies convention. After 13 years as a police sergeant in El Dorado, Kansas, he made the bold decision to leave a secure government career and start The Grounds Guys franchise with zero business background. While mowing yards on midnight shifts to make extra money, Jeff discovered his burning desire to control his own destiny-and he acted on it, despite overwhelming skepticism from family and friends who warned he'd lose everything.
In this conversation with Sam McVay, Jeff reveals the real challenges of building a service business aren't about the work itself-they're about the people behind the scenes. He's kept year-round crews in a seasonal business by paying employees 40 hours weekly even in winter, creating stability and loyalty most landscaping companies can't match. More than a decade into the franchise, Jeff is thinking bigger: housing development in El Dorado and a long-term vision that extends beyond quarterly wins. His core philosophy: leadership matters at every level, everyone needs guidance and encouragement, and sustainable growth beats quick wins every time.
Jeff Baker's decision to leave law enforcement at age 33 wasn't impulsive-it was the culmination of years of side-hustle reality-checking. While working midnight shifts at the El Dorado Police Department, he'd rush home, mow five or six yards before his shift, then return to the station by 6 PM. "I was living paycheck to paycheck," he recalls. "But when you cash those mowing checks, you realize you can control your own destiny."
That realization led him to Google (or Ask Jeeves-this was the early 2000s) searching for legitimate business opportunities. He found The Grounds Guys franchise and cold-called them. It took nearly a year of convincing, but the franchise model appealed to Jeff for an honest reason: he had zero business mentors. Unlike entrepreneurs who grew up watching family members run companies, Jeff needed a security blanket. "I didn't grow up in a family that did business," he explains. "So the franchise was like having a blueprint when I knew nothing about the first step."
The early customer acquisition strategy was pure hustle mixed with franchise support. The Grounds Guys provided a lead-calling program where Jeff could generate prospect lists and have the corporate team cold-call on his behalf. He focused heavily on commercial clients, where gatekeepers were tougher to crack. One commercial contract took five years of pursuit before he finally broke through the front desk-and it became his first major commercial win.
But here's what separates Jeff's philosophy from typical business growth talk: he doesn't obsess over industry specifics. "The hard stuff isn't the landscaping," he says. "It's the people behind the scenes. Whether you're selling appliances, cleaning carpets, or moving dirt-the industry doesn't matter. What matters is how you deliver the service and support your team."
His proof is in retention. Grounds Guys maintains year-over-year employees in an industry notorious for seasonal turnover. His secret: he's never laid anyone off. Crews get paid 40 hours weekly even in winter, keeping them busy with indoor projects and maintenance. Most lawn care companies lose staff after the season ends. Jeff keeps his intact.
Now 13 years into the franchise, Jeff is executing on a long-term vision that includes housing development in El Dorado-another play that won't be "short term," as he puts it. His leadership philosophy remains constant: everyone needs to be led, everyone deserves encouragement, and nobody succeeds alone. "The CEO of the biggest company on earth is being led by somebody," he notes. "So you can't beat yourself up. Do your best, accept advice, and forgive yourself."
What does Jeff Baker's Grounds Guys franchise do, and why did he start it?
Jeff Baker founded Grounds Guys of Wichita as a landscaping and grounds maintenance franchise. He transitioned into the business after years of experience in El Dorado, Kansas, driven by the entrepreneurial spirit and competitive nature that defines successful franchise operators. The Grounds Guys model focuses on residential and commercial outdoor maintenance services.
How does the landscaping and grounds maintenance industry benefit from digital marketing and local SEO?
Landscaping businesses like Grounds Guys rely heavily on local customers searching for 'landscaping near me,' 'lawn maintenance,' or 'grounds services.' Local SEO puts your business in front of homeowners and property managers actively seeking your services. Digital marketing also builds trust through reviews, showcases your work with photos and videos, and keeps your brand visible year-round-critical for seasonal service businesses.
How does KillerGrowth help landscaping and grounds maintenance companies get more clients online?
KillerGrowth uses local SEO to rank landscape companies on Google Maps and search results, runs targeted Google Ads and Meta Ads to reach property owners in your service area, builds conversion-focused websites that turn visitors into leads, and deploys GoHighLevel CRM to follow up and close more jobs. We also manage your social media to showcase before/afters and build authority in your market.
What makes KillerGrowth different from other digital marketing agencies in Wichita?
KillerGrowth specializes in local service businesses-we understand landscaping, HVAC, plumbing, contracting, and trades. We don't just run ads; we combine local SEO, paid advertising, website design, and CRM automation into one integrated system. Our free strategy calls (with Samuel McVay) give you a real game plan before you spend a dollar. We're based in Wichita and built to scale local service franchises and independent operators.
How do I get started with KillerGrowth if I own a landscaping or grounds maintenance business?
Book a free 30-minute strategy call with Samuel McVay at killergrowth.com/booking. We'll review your current online presence, identify where you're losing leads, and map out a plan to get more clients from Google, Meta, and local search. No obligation-just honest strategy.