About Us

We Know a think or two about this industry...

For the last 15+ years we've been creating and running the sales, marketing & production systems for one of the most successful independently owned artificial turf installation companies in the United States.

In addition to building systems, I had the unprecedented opportunity to manage annual marketing budgets at its peak, of ~$1mm a year.

As you might imagine that experience provided us with a series of unique perspectives into consumer behavior as it relates to residential artificial grass sales and installation.

Project builds for the next day's Jobs.

Simply put, we figured out what works

It's been quite a journey creating and managing systems, tracking leads, booking appointments and installing artificial turf projects throughout the entire Bay Area of Northern California.

We've taken what we have learned over that period and created a one of kind SaaS (Software as a Service) business model with the sole purpose of supporting other artificial grass installation companies around the world.

Troy getting some sand ready to load.

Here's our Story

Hello, my name is Troy Scott, the goofy guy above in that picture.

My adventure in the artificial turf world began in 2006 when I met Dan Theis, founder of Heavenly Greens. After a failed startup venture, I joined Heavenly Greens as a commissioned sales representative. This decision marked the beginning of a 15-year journey that would see me progress from sales to VP of Marketing.

During my tenure at Heavenly Greens, I developed a comprehensive Digital Marketing Stack (DMS) that propelled the company to become one of the largest independently owned artificial turf installation businesses in the U.S., generating over $350M in sales. My experiences led me to write "Small Business Owners Guide to Digital Marketing," available on Amazon. In 2013, I co-founded Artificial Turf Express with Dan, a retail artificial turf business that quickly grew to seven figures using targeted paid traffic strategies.

My entrepreneurial spirit led me to start a digital marketing agency, initially branded as Complete Online Strategy. This venture allowed me to build a team of digital marketing experts across various specialties. A pivotal moment came when I met Andrew Croot at an Entrepreneurs conference in 2017. Andrew joined me to manage our marketing teams, and together we refined our approach, focusing on what truly works in the industry.

In a true American success story, I later acquired Heavenly Greens & Artificial Turf Express with Tim Fullerton, another former sales representative. Today, we manage all aspects of these businesses, facing the same challenges as other business owners in the industry. As we enter 2025, we're pivoting our strategies, incorporating new technologies and AI to stay ahead in the rapidly changing marketing landscape.

This experience has led to the creation of Artificial Grass Marketing (AGM), our latest venture aimed at sharing our industry knowledge and marketing expertise with other artificial grass businesses.

Andrew and I now oversee marketing for ArtificialGrassMarketing.com, HeavenlyGreens.com, and ArtificialTurfExpress.com.

We're excited to help other businesses in the industry grow using our proven marketing automation tools and strategies.

Interested in learning more? Let's schedule a call to discuss how we can help your business thrive in the artificial grass industry.