One of the most important decisions you’ll make in your pest control business is how to structure your service plans. Whether you’re just starting out or already growing, your service model impacts everything from customer retention to technician scheduling to company valuation.

I’ve seen a lot of different models in different markets, and while there’s no single right way, there are definitely smarter ways to grow. Here’s how I think about structuring recurring services, and why it’s been a major growth lever for us at Pest Badger.

Why One-Time Services Hold You Back

In almost every market, I see companies still offering one-time or biannual services. And while that might work for short-term cash flow, it doesn’t create long-term value.

I don’t like offering one-time services. If I do, the pricing reflects it. If my average recurring customer is worth $850 per year, then a one-time service should be at least $400. A biannual service should be $425, maybe more. Otherwise, you’re training customers to opt for the cheaper route, and you’re missing the opportunity to build a long-term relationship.

Recurring Revenue Is the Foundation of Real Growth

The goal of pest control is not just to respond when something goes wrong. It’s to prevent problems from happening in the first place. That’s the value of recurring service.

When you structure your plans right, customers know exactly what to expect. They get peace of mind, and you get reliable, predictable income. Whether it’s monthly, bimonthly, or quarterly, the key is keeping the relationship going year-round.

Recurring service is also better for your team. It keeps technicians consistently booked. Without that, you end up slammed in the spring and slow in the summer. When you have a strong recurring base, you can plan workloads and staffing more efficiently.

Your Business Is Worth More With Recurring Customers

If you ever plan to sell your business, recurring revenue increases your valuation significantly. Investors want to see stability, not just revenue spikes.

Even if a customer only gets one service a year, if they’ve been with you for five years straight, that still holds some value. But what I’m looking for is monthly or quarterly customers that boost our lifetime value as much as possible.

To put it in perspective, we acquired a company with 1,400 customers that generated $650,000 per year. At the same time, our 1,400 customers were producing $1.5 million. Same number of clients, more than double the value.

You have to go get those customers either way. Why not make each one worth more?

Packages Make It Easier for Customers to Say Yes

One of the biggest mistakes I see is when companies have no structure to their service offerings. They just throw out prices based on the day or the size of the house. That creates confusion and inconsistency.

We offer structured packages labeled A, B, and C. Most customers go with the B package, which covers standard pest control and interior-exterior treatments. Then we offer add-ons like mosquito, flea and tick, fertilization, aeration, termite monitoring, and more. We bundle services together in a way that makes it easy for the homeowner to get everything they need from one provider.

Having clear packages helps customers make confident decisions, and it helps us sell more without pressure.

Pricing Right Can Double Your Profit

One of the best pieces of advice I ever got was this: if you double your prices and lose half your customers, you’ll still make the same revenue with less work. And your margins will be higher.

That mindset shift changed the way I run my business. You don’t need thousands of low-value customers. You need fewer, higher-value customers who stay longer, need less hand-holding, and pay you what you’re worth.

We raise prices every year by three to five percent. Most customers expect it. Everything else is going up, and trusted brands do this without losing the people that matter.

Pre-Framing Reduces Churn

Another key to making recurring service work is pre-framing. From day one, we explain exactly what each package includes, how often we come, and what results to expect. That way, there are no surprises.

We tell customers upfront that mosquito services reduce, not eliminate, mosquitoes. We let them know what’s included and what isn’t. When they know what to expect, they stay longer and complain less.

Clear communication builds trust. It sets the tone for a long-term relationship and positions us as professionals, not just another service provider.

Final Thoughts

If you’re still doing one-time or unstructured service plans, you’re leaving money on the table. Recurring revenue isn’t just better for your bank account. It’s better for your customers, your team, your valuation, and your long-term growth.

You’re already doing the work to get customers. Make sure each one is worth as much as possible.