What TruNorth Landscaping does

TruNorth Landscaping is a family-owned, private landscape architecture, design, construction, and grounds maintenance firm headquartered in Traverse City, Michigan, serving residential and commercial customers across Northern Michigan's Grand Traverse, Leelanau, and Benzie counties. The company provides an integrated service stack covering landscape design, full-scale construction (patios, walkways, retaining walls, outdoor kitchens, fire pits, plunge pools, water features), specialty irrigation systems engineered for the region's freeze-thaw cycles and sandy soils, architectural-grade low-voltage landscape lighting, commercial snow removal, and ongoing grounds maintenance delivered through three subscription tiers (Bronze, Silver, Gold). Its wholly-owned Green Team division, co-located at the same Traverse City facility, extends the offering into precision lawn care, organic-conscious fertilization, pest control, and robotic mower sales and service.

The business operates on a hybrid revenue model: project-based professional services revenue from design-build and irrigation installation contracts (e.g., approximately $1,500 per irrigation zone), combined with recurring monthly revenue from tiered maintenance subscriptions and seasonal snow removal contracts. Distribution is direct and consultation-driven, with no third-party resellers; leads are generated through a regional content marketing engine (blog, quarterly newsletter, Facebook, Instagram, LinkedIn), a portfolio gallery, and customer referrals, then converted via an on-site consultation and proposal process. Customer segments are explicitly hybrid: residential homeowners (primary), commercial property managers, and a vertical waterfront/lakeshore segment.

TruNorth employs ICPI-certified paver installers and named designers (Kyle, Josh) whose credentials and craft specialization—particularly on challenging terrain such as hillsides, wooded lots, and historic properties—constitute the principal technical differentiator, supplemented by region-specific techniques (Hydretain root-zone moisture treatment, freeze-thaw-engineered hardscape, sealed brass/copper cold-climate lighting). The company has received multiple Michigan Nursery & Landscape Association (MNLA) awards and is led by founder Patti Bonnell; it has no disclosed external investors, parent entity, funding rounds, or M&A activity.

Name

TruNorth Landscaping

Legal name

TruNorth Landscaping LLC

Website

https://trunorthlandscaping.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

TruNorth Landscaping is a family-owned, Traverse City-based design-build-maintain landscape firm serving residential, commercial, and waterfront properties across Northern Michigan's Grand Traverse, Leelanau, and Benzie counties, with tiered recurring maintenance contracts and a co-located Green Team lawn-care division.

Ownership category

akta.pro rank

Product category

Landscape Design and Construction Services

NAICS

Landscaping Services (561730), Landscape Architectural Services (541320), Water Supply and Irrigation Systems (221310)

SIC

Agricultural Services (700)

akta.pro primary industry

Residential Landscaping & Lawn Care (BPABADAB)

akta.pro secondary industries

Commercial Landscaping & Grounds Maintenance (BPABADAA), Irrigation Systems Installation & Maintenance (IMAIAIAC), Garden Bed Design, Layout & Planting Plans (HSAIAFAA)

Keywords

• Landscape design services
• Landscape construction services
• Grounds maintenance
• Irrigation system installation
• Commercial snow removal

Headquarters

HQ city

Traverse City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Landscape Design Services: Custom landscape design services for residential and commercial properties, including conceptual design, detailed planning, and design-build execution. Revenue is project-based, with pricing varying by scope and complexity.
2. Landscape Construction & Installation: Full-scale landscape construction including hardscape (patios, walkways, retaining walls, outdoor kitchens, fire pits), softscape (plantings, gardens, wildflower meadows), and specialty features (plunge pools, waterfalls, streams). Project-based revenue from installation contracts.
3. Ongoing Grounds Maintenance Services: Recurring maintenance contracts offered at three service levels: Bronze (lawn mowing, edging, fertilization, seasonal cleanups), Silver (Bronze plus horticulture services), and Gold (Silver plus additional services including beach maintenance, patio sealing, irrigation services). Revenue is recurring through service contracts.
4. Irrigation System Services: Installation of custom underground irrigation systems priced at approximately $1,500 per zone. For a typical half-acre property with 5-6 zones, complete systems cost $7,500-$9,000. Additional revenue from irrigation repairs and seasonal start-up/winterization services.
5. Landscape Enhancement Projects: One to three-day enhancement projects that improve outdoor spaces without full design-build scope. Includes adding plants, creating landscape beds, and addressing overgrown or non-functional areas. More affordable alternative to full landscape renovation.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

TruNorth Landscaping is a full-service landscape architecture, design, and construction contractor serving residential and commercial properties in Northern Michigan. Core offerings include landscape architecture design, hardscape and softscape construction (patios, retaining walls, outdoor kitchens, fire pits, water features), recurring grounds maintenance at Bronze/Silver/Gold tiered service levels, custom underground irrigation system design and installation, architectural-grade low-voltage landscape lighting, plunge pool installation, and commercial snow removal. The company operates a dedicated Green Team division for precision lawn care, fertilization, pest control, and robotic mower services.

Product overview

TruNorth Landscaping is a full-service landscape architecture, design, and construction company offering a comprehensive suite of outdoor living services. Their core offerings include Landscape Architecture Design, Landscape Construction, Grounds Maintenance, Irrigation Systems, Landscape Lighting, Commercial Snow Removal, and Plunge Pools. The company operates a subsidiary division called Green Team for specialized lawn care and fertilization services. They provide integrated service packages ranging from Bronze (basic lawn care) to Gold (full-service property maintenance) levels, serving residential and commercial clients across Northern Michigan including Grand Traverse, Leelanau, and Benzie counties.

Differentiator

Problem solved

Functional benefit

Brands

• Green Team: Dedicated division for precision lawn care, organic-conscious options, fertilization, pest control, and robotic mower services

Products and services

• Landscape Architecture Design
• Landscape Construction
• Grounds Maintenance
• Irrigation Systems Design and Installation
• Landscape Lighting
• Commercial Snow Removal
• Plunge Pools
• Green Team Lawn Care

Quantifiable outcome

• Smart irrigation systems can save 15-20% on water bills compared to garden hose watering
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Green TeamcoreStrategic or Co-development PartnerGreen Team is a dedicated division of TruNorth Landscaping operating out of the same building. Specializes in precision lawn care, organic-conscious fertilization, pest control, robotic mower sales/installation/maintenance, and advanced property health treatments. Functions as the lawn care arm of TruNorth's full-service landscape maintenance offerings. Both companies share resources, coordinate service delivery, and cross-promote services on their respective websites.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TruGreen: National lawn care franchise that competes with TruNorth's Green Team division on residential fertilization, weed control, and lawn health services across the broader Michigan market.
• The Grounds Guys: Franchise-backed national landscape and lawn care provider competing with TruNorth on residential grounds maintenance and snow removal in nearby Michigan markets.
• Davey Tree Expert Company: Large national residential and commercial landscape services company that competes in grounds maintenance, irrigation, and tree/shrub care — overlapping with TruNorth's horticulture and irrigation offerings.

Direct peers

• Northland Design & Construction: Regional design-build landscaping company serving Northern Michigan with comparable offerings in hardscape, irrigation, and grounds maintenance for residential waterfront properties.
• Northern Cross Log Homes / Northern Landscape Group: Local Traverse City/Northern Michigan landscape contractor offering design, construction, and grounds maintenance services in direct overlap with TruNorth's core geographic territory.

Others

• Rain Bird (irrigation products): Leading irrigation equipment manufacturer whose products TruNorth specifies and installs; representative of the broader supplier/integrator ecosystem in which TruNorth operates, rather than a direct competitor.

Regional players

• Biggs Landscaping: Northern Michigan/Traverse City-area landscape design, build, and maintenance firm directly competing for the same residential and commercial customers in Grand Traverse and Leelanau counties.
• Tiedemann Landscape & Design: Michigan landscape design/build and maintenance company serving affluent residential customers with comparable full-service landscape transformation offerings.
• Lake Landscaping & Snow Removal: Local Northern Michigan contractor offering landscape design, grounds maintenance, irrigation, and commercial snow removal, head-to-head with TruNorth across its service area.
• Teesdale Lawn & Landscape: Michigan-based full-service landscaping company offering residential and commercial landscape maintenance, irrigation, and snow removal services across multiple Michigan markets.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/trunorthlandscape
• LinkedInlinkedin.com/company/trunorth-landscaping-llc
• Instagraminstagram.com/trunorthlandscapingtc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 TruNorth Landscaping