How Dunlap Lawn & Garden Uses TargetCRM to Stay Connected and Keep Customers Coming Back

Formed in 1970, Dunlap Lawn & Garden has been proudly family-owned for three generations. Known for their extensive inventory, friendly service, and commitment to keeping customers’ equipment running with minimal downtime, they’ve built their business on trust and hands-on experience. But as the third generation stepped in, they knew it was time to bring that same level of care into a more modern system.

That’s when they made the switch from pen and paper to IDEAL—a move that streamlined every part of their business. From parts inventory to service workflows, IDEAL became the foundation. Most recently, they implemented TargetCRM, an integrated sales and communication platform within IDEAL.

We sat down with Megan Irwin, co-owner of Dunlap Lawn & Garden, to hear how the transition to IDEAL and TargetCRM has transformed their operations, improved customer communication, and helped the business continue to grow without losing its personal touch.

What was it like switching from pen and paper to IDEAL?

Megan: “When we started using IDEAL, we were just using pen and paper. We did everything the old-fashioned way. When my father bought the company from my grandparents, and then when I came to work for him, we decided we were ready to leap into the new world, and IDEAL has absolutely made that easier.

After that, we were able to open a second location. All of our parts are where they belong; they’re all inventoried, they’ve all been located. IDEAL pays for itself by me not paying an employee just to update price lists every year. It’s an amazing product.”

How are you using IDEAL’s tools and integrations across your dealership?

Megan: “We use a lot of IDEAL’s add-ons. We use the TargetCRM system along with IDEAL so that I can easily text my customers back and forth. I can send out mass text messages to help my service department when that department is slow. I can send out a mass text to all those customers that I think may be in the market so that I can help boost our sales department.”

What kind of impact have you seen from the survey feature in TargetCRM?

Megan: “For me as an owner, I really like it. I don’t always know every employee and who they’re talking to, so on the backside where it sends out the survey information, it’s nice to see all those 10 out of 10s.

Occasionally, you do get the one where something happened. I like to be able to go to the employee and say, ‘can you tell me what happened?’ Sometimes, I’ll call the customer and try to make it right.

We have a lot more Google and Facebook reviews because of it. It has helped our business a lot.”

How has TargetCRM changed the way your dealership communicates with customers?

Megan: “We were with Kenect before. Since we took TargetCRM, it has greatly increased the business because it’s easier to connect with a customer.

My service manager uses it as a simple text message tool to give a customer a quote on a repair bill. Our parts department uses it when parts come in. Every aspect of my business uses it, and it just makes everyone’s life a little easier.

You get a customer on the phone; they tend to talk for a long time. If you just send them a simple text message, they know their equipment is done or their parts are there, and they don’t have to try to talk to you for a very long time.”

What would you say to another dealership that’s on the fence about using TargetCRM?

Megan: “If you are debating adding TargetCRM, you have to make sure you have the right people that will implement it and use it. At the beginning, my employees were very hesitant, they didn’t want to use it. But I wouldn’t know what to do without it now. Somebody in my dealership uses it every single day, probably at least once an hour, especially when we’re busy.”

How do you think IDEAL has changed your life?

Megan: “My family has owned the dealership that I currently own for 55 years. I have seen so many things change from the time I was a small child until now. I don’t know if our business would be where it is today without IDEAL.

It was a very hard decision when we took IDEAL 14 years ago and what system we were going to take. I have looked at other systems since then. I have talked to other dealerships. IDEAL is, in my opinion, the top-of-the-line integrated system when it comes to outdoor power. Our life would be very different without it.

Every part in my store has a home. I know where they are, I know I can find them. The values are always right. My customers are tracked. My work orders are all done. My employees take pictures on their tablets of equipment when it comes in.

I don’t know that any other system out there does all of the steps that IDEAL does.”