How FRDM Turf Scaled Their Average Contract Value 85% with ArcSite

About FRDM Turf

Industry: Landscaping

ArcSite customer since: December 2023

Their story: Max and Alex started FRDM Turf to solve a big problem in Utah. When Max purchased a home, he started seeing an array of brown spots on his lawn from pet waste and sun damage. This issue was compounded by the tight water restrictions in Utah. He looked at artificial turf but found no options that were both competitive and affordable. Alex and Max decided to do something about this. FRDM Turf’s goal is to make artificial turf a feasible option for the average homeowner while also providing high-quality craftsmanship and honest business practices. 

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The Impact

• Revenue exploded from $2.1M (2023) to $14.2M (2025) in just two years
• $4+ million in additional revenue directly attributable to increased contract value enabled by ArcSite's product catalog (672 customers × $6,000 increase)
• Average contract value nearly doubled from $10,000 to $18,500 by scaling additional product offerings
• Expanded from 1 market to 4 markets (Salt Lake City, St. George, Denver, Phoenix) with new markets launched in just 7 days
• 70% same-day close rate maintained across all markets with streamlined proposal process
• Eliminated unprofitable jobs through automated margin protection
• Scaled to 40+ sales reps without sacrificing pricing accuracy or consistency

The Overview

What’s in a name? For Alex Jolley, co-founder and CRO of FRDM Turf (pronounced ‘freedom’), the name came from a bolt of inspiration. He and his business partner were hard at work building a landscaping business, but it was more than that. It isn't just about installing artificial grass; it's about creating freedom. Freedom from maintenance for families. Freedom from water waste in drought-stricken regions. And freedom for entrepreneurs and installers to build thriving careers.

Created in partnership with his best friend from 6th grade, Jolley has grown FRDM turf from a side hustle to a $14.2 million operation. Now with four markets across the Southwest, over 40 sales representatives, it’s a business that's rewriting the rules of residential landscaping.

But scaling that fast comes with a challenge: How do you maintain profitability, expand your product offerings, and close deals same-day? You can’t ask your sales team to memorize 118 different products with variable pricing. That’s when Jolley ‘pulled an audible’ and went all in on ArcSite.

The Challenge

Before ArcSite, FRDM Turf's quoting process was a mess. 

"We had so many reps mess it up where we had unprofitable jobs because it wasn't a set price," Jolley recalls. "It was just a messy, messy thing."

This led to unprofitable jobs from pricing errors when reps miscalculated margins on the fly. It also limited FRDM Turf’s product expansion process. With sales reps having to manually memorize products, pricing, and margins, their process wasn’t scalable for high growth. The manual process couldn't scale across multiple markets and keep up with the pace at which they were adding new product offerings. 

A company built on a "one-touch" sales model, FRDM Turf was closing 70% of deals the same day. ArcSite helped scale that close rate and propelled them to their vision of becoming the first nationwide systemized landscaping company.

"There was absolutely no way that we'd be able to expand our contract value through other products without a new solution," Jolley explains.

The Solution

Jolley discovered ArcSite in early 2024 and used it himself before rolling it out to the team. He made the call: FRDM Turf was going all-in on ArcSite. Right before their 2025 sales kickoff, Jolley committed the entire team to the platform.

ArcSite eliminated manual pricing entry entirely. The company built comprehensive product catalogs with preset margins for each market, sometimes up to 118 products in some locations, so reps never had to memorize pricing again.

"We've even utilized different custom colors for the grass. It just looks realistic. It really emotionally ties the customer to the design," Jolley says.

The proposal process became seamless. Reps could measure the yard, design the space with the customer, and present financing options, all within 30-45 minutes on-site.

FRDM integrated ArcSite with their entire tech stack, automatically generating projects in ArcSite when leads came in through their marketing CRM, and later integrating with Service Titan for project management.

Perhaps most importantly, ArcSite's customer success team went above and beyond during implementation. "They were able to drop everything and really pay attention to the needs of my team, taking two-plus hours sometimes on these trainings," Jolley remembers. "They’re a company that doesn’t just forget about you."

The Results

By moving from a manual, error-prone quoting system to ArcSite's digital workflow, FRDM Turf transformed both its sales efficiency and its bottom line.

"We increased our contract value from $10,000 to literally $18,500 that year. It almost doubled our contract value just being able to include those other products at scale because of ArcSite."

The speed of market expansion has been equally impressive. "I can build a price book for Phoenix, Arizona, with my team within a few days and have sales reps ready to rock and roll," Jolley explains. "Within seven days, we had our first estimate close."

Looking ahead, FRDM Turf has ambitious plans to become the first landscaping company to systemize and democratize landscaping on a nationwide scale—moving beyond regional fragmentation to build a consistent, scalable model across the country.

"ArcSite, with our CRM attached to it for project management, is just the combo mill of what we want to do," Alex says. "The market expansion is huge for us, but then also the ability to systemize our sales flow and move that cleanly to our vendors and installation teams—ArcSite just plays the heartbeat in that."