When John Lilburne marked the one-year anniversary of taking over Greensleeves Lawn Care Mid Staffs, he had more than a few reasons to celebrate. In just 12 months, he’s grown his customer base, boosted the value of each client, created local job opportunities and has already been able to extend his territory to cover South Staffordshire.

John, who already knew the brand well from his time as a Franchise Sales Manager at Greensleeves head office, says taking on a resale gave him the best possible start.

“It’s been non-stop since launch – but in the best possible way,” said John. “Because this was a resale, I was fortunate to inherit a business with a really solid foundation thanks to the previous owner. My focus has been on building on that success by making the most of everything Greensleeves has to offer. This year, with new services introduced through the partnership with Origin Amenity Solutions, we’ve been able to go even further – things like bespoke treatments that customers hadn’t had access to before.

“For me, growth hasn’t just come from bringing in new customers – it’s been about offering people more choice and delivering better results, and that’s what’s really driven the business forward. Average customer spend has almost doubled in the space of a year, and overall turnover has grown by more than two-thirds compared to where the business was before. We’ve not only beaten our target but gone well beyond it, which is something I’m really proud of.”

Looking back on his first year, John says the results have exceeded his expectations. “At the start, I said to my wife I’d be happy if we just managed to do a bit better than the year before under the previous owner. To now be this far ahead is incredible. I threw myself into it from day one, because I knew putting in that extra energy early on would set us up for success. Seeing that effort pay off – with the team growing and another van on the way – is such a brilliant feeling.”

For John, the most important part of the journey has been building a business with a heart. “It’s never just about selling for me – it’s about helping people. Even if someone isn’t a paying customer yet, I’ll always share tips and advice at the quotation stage to help them get the best results for their lawn. People are often surprised when you give that advice so openly but I believe if they can see the benefit straight away, they’ll trust us to deliver long term.

“Customers also notice the little touches – like when we bring in bins on a rainy day or help an older client with their shopping. That’s the culture I want to build here: going the extra mile, even when it means taking a little extra time.”

John’s first year has also seen him give back to the local community. He and his team have offered free treatments to households who might not normally have the means to use a lawn care service, showing just how much of a difference professional care can make. Alongside this, he has supported local charity raffles and events. And now, just one year in, his success has already given him the chance to extend into South Staffordshire

“When I first invested, I thought that kind of growth might take several years. But things have moved much quicker than I expected. It’s exciting – and, if I’m honest, a little surreal – but it means more opportunities for staff and more ways to support people locally. That’s what drives me.”

Cheryl Harper, Managing Director of Greensleeves, said John’s story is a brilliant example of the power of the franchise model. “John’s journey really shows what’s possible with a Greensleeves franchise. By taking on a resale, he’s been able to build on the strong foundations left by the previous owner and then add his own energy, ideas and passion into the mix.

“The results have been fantastic – to already have extended his territory from Mid Staffs into South Staffs after just one year is something special. We’re very proud to have him in the network and can’t wait to see how he continues to grow.”