Chorbie

What Chorbie does

Chorbie is a privately held, bootstrapped lawn care and pest control service company headquartered in Frisco Square, Texas, serving residential homeowners across the Dallas-Fort Worth metroplex. Founded in 2010 as a North Texas lawn care operator and rebranded as Chorbie in 2019, the company refocused in 2025 on two core verticals — lawn care and pest control — after testing a broader home-services model. The business has treated 26,231 DFW lawns cumulatively and maintains a 4.8-star average across 1,236 Google reviews.

The core product is an 8-application-per-year Weed Control & Lawn Fertilization program calibrated for North Texas heavy clay soil and the three dominant regional turf grasses (Bermuda, St. Augustine, Zoysia). Underlying technical differentiators include liquid aeration (avoiding soil plugs and sprinkler damage), grass-type-specific nutrient and herbicide regimens, and pre-emergent timing keyed to a 55°F soil-temperature window in mid-February rather than calendar dates. Add-on services include lawn aeration, flower bed weed control, and Moisture Manager (Hydretain). A standalone pest control vertical offers Home Pest Control, Fire Ant Control, and Mosquito Control on quarterly schedules.

Chorbie runs a direct-to-consumer, subscription-style recurring revenue model with no contracts and no cancellation fees, supported by a small in-house Frisco team whose licensed technicians live in the same neighborhoods they service (Plano, McKinney, Prosper, Celina, Little Elm, Frisco). Distribution is via the company's website quote system, phone/text/email to the in-house team, and field service delivery. Customer acquisition is driven by local SEO, Google reviews, a $50 referral program, and educational content on the company's Learn center. The company is led by founder and CEO E.J. McCoy and operates with 11–50 employees across 10+ DFW cities.

Name

Chorbie

Legal name

Chorbie LLC

Website

https://chorbie.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Chorbie is a bootstrapped Frisco, Texas-based lawn care and pest control company serving residential homeowners across the Dallas-Fort Worth metro with subscription-style, no-contract service programs.

Ownership category

akta.pro rank

Product category

Residential Lawn Care Services

NAICS

Landscaping Services (561730), Exterminating and Pest Control Services (561710)

SIC

Agricultural Services (700)

akta.pro primary industry

Turf Care (Fertilization, Aeration & Weed/Pest Control) (IMAIAIAD)

akta.pro secondary industries

Weed Control (Pre-Emergent & Post-Emergent) (HSAIAGAB), Commercial General Pest Control (Non-Specialty) (HSAMAAAL), Weed & Vegetation Control for Non-Turf Areas (Beds, Hardscapes, Fence Lines) (HSAIAGAI)

Keywords

• Residential lawn care
• Lawn fertilization services
• Weed control treatment
• Pest control services
• Lawn aeration services

Headquarters

HQ city

Frisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Lawn Treatment Program: Recurring subscription-style service with 8 applications per year (every 4-8 weeks according to weather and ground temperature). Service auto-renews season-to-season with no contract required. Customers can pause or stop anytime with no cancellation fees.
2. Add-on Services: Additional services including lawn aeration, flower bed weed control, moisture manager (Hydretain), and pest control offered as add-ons to the core lawn treatment program.
3. Pest Control Services: Standalone pest control programs including home pest control, fire ant control, and mosquito control, typically offered on quarterly schedules.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Chorbie provides recurring residential lawn treatment and pest control services across the Dallas-Fort Worth metro. The core lawn program delivers eight applications per year of fertilization, weed control, and pre-emergent timed to soil temperature, with add-ons such as liquid aeration, Hydretain moisture management, and flower bed weed control. Standalone pest programs cover home pests, fire ants, and mosquitoes, all calibrated to North Texas clay soil and Bermuda, St. Augustine, and Zoysia turf.

Product overview

Chorbie is a lawn health company offering a unified service portfolio centered on two verticals: lawn care and pest control. The core lawn program consists of an 8-application Weed Control & Lawn Fertilization treatment, supported by add-on services including Lawn Aeration, Flower Bed Weed Control, and Moisture Manager (Hydretain). Pest control services include Home Pest Control, Fire Ant Control, and Mosquito Control. All services are calibrated for North Texas clay soil conditions and grass-type-specific needs (Bermuda, St. Augustine, Zoysia).

Differentiator

Problem solved

Functional benefit

Products and services

• Weed Control & Lawn Fertilization Core recurring lawn treatment program for DFW residential homeowners, delivering eight applications per year of fertilizer, weed control, and pre-emergent, with grass-type-specific fertilization tuned for Bermuda, St. Augustine, and Zoysia turf and pre-emergent timing calibrated to the 55°F soil temperature window.
• Lawn Aeration Liquid (no-plug) aeration service that conditions North Texas clay soil to relieve compaction without damaging sprinkler systems, allowing water, air, and nutrients to reach the root zone.
• Flower Bed Weed Control Pre- and post-emergent weed control for flower beds, mulch rings, rock beds, and foundation beds, typically added to an existing lawn treatment program.
• Moisture Manager (Hydretain) Soil moisture management service applying Hydretain, a liquid humectant and hygroscopic compound that attracts and holds water vapor in the root zone, reducing summer watering needs by up to 50% during DFW's hot, dry stretch.
• Home Pest Control Preventive and targeted pest control for DFW homes covering ants, termites, rodents, spiders, crickets, bed bugs, cockroaches, and other household pests, typically on a quarterly schedule.
• Fire Ant Control Specialized treatment targeting fire ant infestations in kitchens, yards, foundations, and around homes, designed to eliminate colonies and prevent recurrence.
• Mosquito Control Residential mosquito control treatments designed to reduce mosquito populations on treated properties and enable outdoor enjoyment during the Texas mosquito season.

Quantifiable outcome

• Cuts watering needs by up to 50% during DFW's summer stretch with Moisture Manager (Hydretain)
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TruGreen: Largest U.S. residential lawn care service company, offering fertilization, weed control, aeration, and pest control nationwide. Chorbie explicitly positions itself as the local alternative to TruGreen's national playbook, making it the most relevant competitive benchmark.
• Weed Man USA: Franchise-based residential lawn care provider with fertilization, weed control, and aeration services across the U.S. and Canada. Comparable in service mix (turf treatment programs) and direct-to-consumer model, but operates through franchisees rather than an in-house team.
• Davey Tree Expert Company: Large residential and commercial tree, lawn, and landscape services provider. Overlaps with Chorbie on residential lawn fertilization and integrated property services at significantly larger scale.
• Authority Brands (parent of The Grounds Guys, Mosquito Joe, etc.): Franchise platform owning multiple home-service brands including The Grounds Guys (landscape/ lawn care) and Mosquito Joe (mosquito control). Directly comparable in residential lawn and pest control services, with Mosquito Joe overlapping Chorbie's mosquito control offering.

Direct peers

• Lawn Doctor: Franchise-based residential lawn care company offering customized fertilization, weed control, and pest management programs. Closely matches Chorbie's product mix (turf health programs, pest add-ons) and direct-to-consumer residential focus.
• Spring-Green Lawn Care: U.S. residential and commercial lawn care provider offering fertilization, weed control, aeration, and tree/shrub services. Comparable to Chorbie on core turf treatment programs and recurring service model.
• NaturaLawn of America: Franchise lawn care company focused on organic-based fertilization, weed control, and pest management for residential customers. Comparable service portfolio and direct-to-consumer subscription model.
• Massey Services: Florida-based residential and commercial provider offering lawn care, pest control, and termite protection. Comparable combined lawn + pest service portfolio and recurring service contracts.

Emerging players

• Lawn Love: Online marketplace that connects homeowners with local lawn care professionals. Adjacent GTM model (digital lead generation for residential lawn services) relevant to Chorbie's website-driven direct-to-consumer motion.
• GreenPal: Marketplace platform where homeowners receive competing bids from local lawn care providers. Comparable end-customer (residential homeowner seeking recurring lawn service) and represents both a potential channel and a competitive threat for Chorbie.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/chorbiehome
• Facebookfacebook.com/chorbiehome

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chorbie