Mainscape automates property measurements

SiteRecon adoption: July 2020

Source of measurements before SiteRecon - Diamond Maps (online software to measure properties), Site Visits

Revenue: $74 million

Pioneer: Nate Hyde, VP Sales

Key benefits

Closing rate increases to 20%

1200 hours of sales time saved in 3 months

Bids optimized by more than $100,000

Pinch point - inconsistent measurements

"Getting this measurement process very focused empowered us to allow the rest of our team members to continue to focus on the key points of their job without adding a piece that they have to figure out how to fit into their normal workflow"

Context - Nate talks about what attracted him to a solution that would help offload the responsibility of measurements from his team


The measurement process has been same for 25 years - This is the innovation we were looking for

I've measured a lot of properties in my career. It was a burden for me, it was a challenge for me trying to find the time to do my normal work, and do these takeoffs and do these estimates. Just identifying the opportunity that you had, it was a lightbulb moment. And all of a sudden, this is the innovation that we're looking for.

Context - Before SiteRecon, properties were measured online on Diamond Maps and someone had to allocate measurement time in their calendar. It could be week or two weeks before estimates were done.

It's separated us from other competitors

When we can sit down and start talking about changing the scope and augmenting our recommendations to work within a certain price point, now we're having good business conversations and we're getting to a resolution together. That's really when we make that connection with the customers

Context - Compared to before, the quality of pre-bid interaction and site walks has changed as sales guys can talk numbers right from the start of the conversation

Bid price optimized by $150,000 and the impartial nature of measurements

"The impartial nature, you have no skin in the game. If we get the job or don't get the job, you're just providing the most accurate measurements as possible. So that takes away somebody's chance of adjusting measurements"

Context - Nate talks about accurate measurements from SiteRecon helping bid precisely and win large projects

Switching business developers from measuring to sales

"So in that extra days that we've just gained back for them, business developers able to make contact with more customers, they’re able to get into more opportunities, they're able to have good strong conversations about what our customers pain points are, and really focus on that, because they're not distracted by the mapping process."

Context - Nate talks about freeing up business developers from maesurement tasks and focusing them on sales

65x return on investment

"That ultimately is one of those calculations that made this a no-brainer for us. Down the same road, there's actually now a cost associated with qualifying. So our sales teams are seeking out better opportunities."

Context - Nate talks about the return on investment from automating property measurements

Increased close rate from 10% to 20%, sales per BD increase by $100,000/yr

"Now we're able to widen out the bottom part of that funnel and have a better close rate. We're also putting better, more qualified leads in the top of the funnel. And frankly, seeing our close rate increase that 20 to 25%."

Context - Nate elaborates on the ROI from automating property measurements


Accurate measurements = Max equipment utilization + Minimal gap in operational planning and execution

"It takes a lot of that emotional and distorted views, I'll call it, just views that sales people have had, it takes out that personal touch, and it actually puts it down to a very accurate and logical measurement."

Context - Nate talks about benefits of accurate measurements during operations after sales are closed

After closing, there's smoother transition of customers from sales to operations

"Our sales team has communicated everything to the delivery team, and the delivery team shows up in those with their expectations. It's a lot more fluid of a startup process."

Context - Nate explains how SiteRecon maps help with smoother handover of information from sales to operations team after a bid has been awarded

SiteRecon enables expansion into new markets

"When a customer says, I need a solution over here, it's not always conducive when we're based out of Indiana and somebody is asking for a bid in Maryland for us to go out and take a look at the property in Maryland, that's a substantial amount of travel. So for us to be able to really qualify it and get support from you and your team on the measurement side, it really makes that process of securing work outside of the state that we're operating in a lot easier."

Context - Nate talks about the future of automating measurements in his team when Mainscape's biggest room for growth is in new markets, organically through relationships and sales

Nate's 2 cents for the green industry

"The reality is, this is a great service, great product. And regardless of the competitive advantage that I think I'm getting right now, I think Utkarsh, you've done a phenomenal job building this team, and building the service for us and for us in this industry."

Context - Nate is generous with his praise :)


See other case studies

Greenscape Inc.

Daniel Currin, CEO

Level Green Landscaping

Michael Mayberry, CTO

SiteRecon automates property measurements for...


Snow management

Parking lots, sidewalks and pavement surface areas for snow plowing and de-icing estimations

Lawn care

Turf, hard edges and soft edges for lawn care, irrigation and fertilization

Shrub care

Beds and pruning surface areas for shrub care

Tree care

Tree count and height for estimating tree care operations

See SiteRecon in Action

Measure properties at the click of a button

  • What is SiteRecon?

    SiteRecon is an end-to-end, fully automated property measurement solution.

    It is an online platform that measures the properties for you. You have the option to measure properties on your own or get them measured by the software.

    It has a button - 'Get Measurements' - that creates orders to generate property measurements.

    All you need to do is input the address, select the features to measure and press that button - SiteRecon pulls the property outline and high resolution aerial imagery; measures the property, checks for quality and delivers the data.

    Result - fully automated property measurements.

  • What can I measure with SiteRecon?

    You can measure standard features such as surface area of turf, beds, sidewalks, parking lots; length of soft edges and hard edges; count of trees and palm trees.

  • What will the delivery time look like?

    Depends on the size of the property, the number of features to be measured and the volume of order traffic. In case the system is not swamped with measurements (>95% of the time), you can expect to get back the measurements within:

    • 30 minutes for a residential property where you need turf area.
    • 5 hours for a 10 acre property with turf, beds, trees, sidewalks, and parking lot measurements.

    Why does it take 30 minutes to do turf on a residential site? Because someone in our team always eyeballs the measurements extracted by the computer algorithm from aerial imagery to make sure that the data created is accurate.

  • How accurate is it?

    • Map outlines are accurate within 7 cms of their actual position on the ground. Measurement numbers are extracted using these map outlines.
    • You can get similar accuracy from a property survey is someone moves the measuring wheel exactly along the boundary of the parking lot on the property. And then repeat the exercise of turf, beds and all other features that you measure

    SiteRecon users have verified the measurements through site visits and you can see their testimonial in the case study videos.

  • How does SiteRecon handle a property covered by trees?

    SiteRecon combines different sources of imagery to get the most complete picture of the site -

    • Leaf-off imagery collected during winters to see through tree canopies
    • Street imagery to get a view from ground

    The above sources are combined with the latest high resolution aerial imagery of the site to extract measurements.

  • Can SiteRecon measure a property that was recently constructed?

    Yes. SiteRecon access the best-in-class aerial imagery from Nearmap to extract measurements. Nearmap imagery is collected over 700 cities within the last 1-9 months. The collection frequency depends on how big your city is. The bigger the city, higher the collection frequency.

  • Can SitRecon measure hundreds of properties in one go?

    Yes. It is possible to place bulk orders on SiteRecon. This how it works -

    • Upload an excel containing the list of addresses and the measurements needed.
    • Review if the right location and property outline was picked up for the address.
    • Click on 'Get measurements'
    • Properties are mapped at a rate of few dozen per day and the support team follows up to ensure that the data is reviewed and approved.
  • Is there a restriction on the type of properties that SiteRecon can measure?

    No. SiteRecon supports measurements for -

    • Residential properties
    • Commercial properties
    • HOAs - common areas, private areas
    • Municipal right-of-ways
    • Sub-parts of larger properties
    • Properties outside cities in continental US - in Alaska, Hawaii, Samoa, Canada, Venezuela and Antarctica.
  • How do I take the measurements to the field for site visits?

    You can open SiteRecon app on mobile devices such as smartphones and tablets/iPads. As long as you have an internet connection and a mobile in the field, you can access the maps.

  • How do I share the data with my team and customers?

    SiteRecon enables you to share maps with accounts added to your organization's workspace. Everyone added to the workspace can view the maps and measurements

    For people outside the team, you can share a map just like sharing a YouTube video - using a web page link.

  • Who uses the platform? What is their use case?

    The most common users of the platform are -

    • Business developers - ordering measurements while working on opportunities
    • Estimators - offloading measurement tasks on the platform
    • Operations managers - verifying the maps and measurements through site visits
    • Admin and support staff - helping leadership of their companies execute bulk orders on the platform when they decide to move to a business management software like Aspire.
  • What does the onboarding process look like?

    Once you decide to subscribe, there are five steps to go through -

    • Signing data license agreement
    • Paying for platform subscription
    • Signing up on the platform
    • Completing the 1-hour training call with SiteRecon team
    • Ordering first property to measure
  • Our company doesn't have a lot of volume of property measurements. Will we benefit from it?

    Even if you have 50 properties to measure every year, those are 50 opportunities to have smarter pre-bid conversation with prospects, qualify leads faster, increase closing rates and optimally allocate sales reps’ time that you will miss out on if you continue with the old way of measuring properties.

  • I can't afford it since I've already bought the annual subscription of another property measurement tool.

    You have only paid for the software subscription. You haven’t paid the real cost of using it - the cost of time invested into measuring properties and the missed opportunity to have smarter pre-bid conversation with prospects, qualify leads faster, increase closing rates and optimally allocate sales reps’ time that you will miss out on if you continue with the old way of measuring properties.

  • What is the ROI?

    We help you discover the ROI (return on investment) on our demo call.

    You can also see the ROI on the Greenscape and Mainscape Case Studies page.

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