Alright – so today we’ve got the honor of introducing you to Joshua Arzabala. We think you’ll enjoy our conversation, we’ve shared it below.

Joshua, looking forward to hearing all of your stories today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

From Shelter to CEO: How I Turned a Worn-Out Lawn
Mower Into Multiple Thriving Companies

My story didn’t begin with investors, business plans, or a team of advisors. It began at
one of the darkest times in my life. Working a 9-to-5 wasn’t cutting it, and bills kept
stacking higher than my paycheck. I needed to do something, and fast.
When I looked around, the only tools I had were an old, worn-out lawn mower, a rake,
and a shovel. That was it. With those, I started pushing for any lawn work I could find,
often underbidding just to land a job on weekends while still working my regular job
Monday through Friday.

The First Job

I’ll never forget the first call I got to do a maintenance project. I was nervous, my
hands practically shaking, but at the same time I was excited. That job made me
realize something important: this is real.
I wasn’t a professional back then. I had little knowledge of landscaping. But I also
knew there wasn’t anything I couldn’t figure out if I was willing to put in the work. That
became my mentality.
I’ve always believed in acting quickly on the things I’m passionate about. When you
act fast, you take away the time to doubt yourself. A quote I’ve lived by is, “Bite off
more than you can chew and figure out how to chew later.”

From Side Hustle to Something Greater

At first, my only goal was to make extra cash. I thought of it as a side hustle that would
give me some business knowledge along the way. But everything shifted when I
stopped thinking about money and started thinking about investing in myself and my
community.
That’s when my business stopped being just lawn care and started becoming
something bigger. I studied landscaping, took courses, read books, and asked for
help. I even called top landscaping companies in my area pretending to be a
customer, just so I could figure out their pricing.
When I mentioned the idea to friends and family, most told me to “be realistic.” They
said I couldn’t afford to take risks. But I knew if I didn’t take risks, nothing in my life
would ever change.

Building the Brand

I started with what I could control. I made a Facebook page and a Google profile,
designed them as professional as possible, and even created company shirts that I
wore more than anything else—because every moment was a chance to promote my
business.
I didn’t know much about social media, but I made the decision to master it. I took
courses, studied marketing, and invested time every day in learning how to build an
online presence. That decision became a turning point.

The Struggles

The journey wasn’t smooth. I faced struggles at every corner—no money, no
equipment, losing customers, hiring the wrong employees, and plenty of self-doubt.
The toughest time came in my third year. I had quit my job to go full-time in the
business, but when winter came, the calls stopped. I felt like a failure. I had to swallow
my pride and go back to working for another company just to survive.
It was discouraging. But when February arrived and the phone started ringing again, I
found my motivation. I told myself: failures are just lessons. Hard times don’t last, but
the way you push through them does.

Leveling Up

Those lessons fueled growth. My first year, I celebrated $250 projects like they were
life changing. The next year, my average project was $1,000. Then $5,000. Then
$10,000. Eventually, I was landing commercial projects worth half a million dollars.
That growth taught me that persistence pays off. Pain, setbacks, and suffering are
part of the process. What separates those who succeed from those who don’t is the
ability to keep moving forward.

Planting New Seeds

As my landscaping company grew, I noticed something powerful: my competitors had
decades of experience, but I was outranking them online because of my digital
presence. That realization hit me hard. If I could do this for myself, I could do it for
anyone.
That’s how my marketing agency was born. I took the skills I mastered out of
necessity and turned them into another company designed to help others grow their
businesses through social media and online branding.

The Bigger Lessons

Over time, I put systems in place that allowed me to stop working in the business and
start working on it. That shift gave me freedom—to pursue new ventures, to spend
more time with my family, and to focus on growth.
I also learned the power of mentorship. I surrounded myself with people who were
more successful than me, studied their failures, and figured out how to be better. I
learned that once you stop focusing only on money and start building your craft,
relationships, and reputation, real success begins.

What It All Comes Down To

The common thread in everything I’ve built is simple: I do what others won’t. I outwork
my competitors. I stay hungry to learn, even when it means being uncomfortable. I
went from being a quiet introvert to putting myself anywhere and everywhere to build
relationships, because growth doesn’t happen in your comfort zone.
If there’s one thing I’d tell anyone with an idea, it’s this: just start. Don’t wait for the
perfect moment. Don’t wait until you have all the answers. I was a high school dropout
raised in a shelter with no guidance, no money, and no equipment—just motivation. I
decided to bet on myself.
Take the risk. Give it everything you have. Understand that it will take time, and the
sooner you accept that, the better off you’ll be. Invest in yourself. Invest in your future.
Because at the end of the day, the only real failure is never starting at all.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Who I am and what I do

My name is Joshua Arzabala, and if there’s one thing you should know about me, it’s
that I believe in building something from nothing. My journey started at one of the
hardest points in my life, when all I had was an old lawn mower, a rake, and a shovel.
From there, I built what would become the leading landscaping company in my area
and eventually launched a second business that helps other companies grow and
thrive.

How I got Into the Industry

I didn’t enter the landscaping industry with years of experience or a big budget. I
started because I needed a way to provide for my family. Lawn care began as a side
hustle, but it quickly became more than that. What began as weekend maintenance
jobs evolved into full-scale landscape construction projects—everything from artificial
turf installations and stamped concrete overlays to water features, retaining walls, and
large-scale commercial jobs worth hundreds of thousands of dollars.
Through the process, I discovered something important: landscaping wasn’t just about
cutting grass or laying stone. It was about transformation. I could take something bare
and uninviting and turn it into a space that people were proud of, spaces that made
families and businesses feel more at home. That passion for transformation is what
fueled me to keep learning, growing, and taking on bigger challenges every year.

Expanding into marketing

As I built my landscaping company, I realized that the reason I was growing faster
than competitors with decades more experience wasn’t just my work—it was my
ability to market myself. I built an online presence so strong that it brought me to the
top of searches in my area.
That realization inspired my second company, a marketing agency. I saw how many
businesses struggled with social media, branding, and digital presence, and I knew I
could help. Today, my agency offers creative services in social media management,
branding, advertising, lead generation, and content creation. Simply put, I help
companies get seen, get heard, and get customers.

The problems I solve

With my landscaping company, I solve the problem of uninspired outdoor spaces. I
turn empty, rocky yards into modern masterpieces. I help homeowners fall back in
love with their property and help businesses make powerful first impressions.
With my marketing agency, I solve the problem of invisibility. Too many great
businesses fail not because they’re bad at what they do, but because nobody knows
about them. I bridge that gap—helping business owners who don’t understand digital
marketing or don’t have time for it create an online presence that attracts clients and
builds credibility.

What sets me apart

What sets me apart in both industries is the same thing that has guided me since day
one: I do what others won’t. I act fast. I work harder. I stay committed to learning,
growing, and adapting. I’m not afraid to be uncomfortable, because I know that’s
where growth happens.
In landscaping, that means I push past “good enough” and focus on craftsmanship,
detail, and design that make projects stand out. In marketing, it means understanding
not just the platforms, but the psychology of attention and engagement—creating
strategies that actually bring results instead of empty followers.

What I’m most proud of

I’m proud of the fact that I came from nothing—raised in a shelter, dropping out of high
school—and built businesses that now provide for my family and serve my
community. I’m proud that I didn’t let fear, money, or circumstances stop me. But more
than that, I’m proud of the impact. I’ve helped families love their homes, helped
businesses stay open and grow, and shown others in my community that it’s possible
to create something bigger for themselves.

What I want you to know

If you’re a potential customer, client, or follower, here’s what I want you to know: I believe in transformation. Whether it’s turning dirt into beauty or turning a struggling business into a thriving one, transformation is at the core of everything I do. I believe in relationships. Business isn’t just about transactions—it’s about trust, reputation, and building something that lasts. I believe in outworking the competition. I don’t rely on luck. I rely on persistence, consistency, and giving more effort than anyone else is willing to. And most of all—I believe in starting. Too many people wait for the “perfect time.” I’m proof that you don’t need to have all the answers to succeed—you just need to take the first step and commit to figuring it out.
That’s who I am, what I do, and why I do it. I build, I create, and I help others grow. And if my story shows you anything, it’s that no matter where you start, you can create a future bigger than you ever imagined.

How did you build your audience on social media?

I didn’t know much about social media in the beginning. All I had was a Facebook page, a Google listing, and a determination to figure it out. I wore my company shirts everywhere, took pictures of every job, even the small ones, and posted consistently. My posts weren’t perfect, but they were proof that I was out there doing the work.
What gave me an edge was simple: I showed up online more than anyone else in my area. While other companies were quiet, I made sure people saw me. That consistency started building trust, even when my portfolio wasn’t yet impressive. I didn’t stop at just posting. I took courses on marketing, studied algorithms, and learned how to create content that grabs attention. I figured out that social media isn’t just about showing your work, it’s about storytelling. People don’t just want to see turf laid or concrete poured; they want to see the before and after, the transformation, the why behind the project.
By experimenting, I found what worked: short videos, progress shots, humor, and captions that connected with people emotionally. I treated every post as if it was a commercial for my business.
There were times when it felt like nobody was watching. Posts got little engagement. Videos got barely any views. But I stayed consistent. Over time, people started recognizing my work, tagging their friends, and reaching out. Eventually, my audience grew to the point where I wasn’t just competing with companies who had been around 15 years longer than me, I was outranking them online. That’s when I realized the power of social media. It leveled the playing field. It didn’t matter how long someone had been in business; what mattered was who was showing up the loudest, the most consistent, and the most creative online.

Advice for those starting out

If you’re just starting to build your social media presence, here’s my advice:

1. Just start. Don’t overthink your first posts. They won’t be perfect, and that’s okay. Imperfect action beats perfect inaction.
2. Post consistently. Even if it feels like no one’s watching. Over time, your audience will grow, but only if you keep showing up.
3. Tell a story, don’t just sell. People connect with transformations, behind the scenes moments, and your journey, not just the finished product.
4. Learn the platforms. Social media isn’t luck. There’s strategy behind it. Take time to study what works on Instagram, Facebook, TikTok, or whatever platform you choose.
5. Engage with people. Reply to comments, thank people for sharing, and be present. Social media is about relationships, not just broadcasting.
6. Be authentic. Don’t try to be someone you’re not. Share your real story, your real work, and your real personality. That’s what people will trust.
7. Play the long game. Don’t expect overnight success. It took me years of consistent posting to build a strong presence, but once it clicked, it changed everything for my business.

What’s been the most effective strategy for growing your clientele?

I didn’t have decades of experience like others in my area, but I beat them by being everywhere online. A professional Facebook page, Google listing, and constant posting helped me show up first in searches and stand out to clients. I turned every project into a marketing opportunity, wearing branded shirts everywhere, taking photos and videos of jobs, and posting regularly. While others stayed quiet, I stayed visible, which built trust and recognition. My first jobs might have been small, but they built credibility. Each happy customer became content to post online and a source of referrals. Over time, this created a snowball effect of trust and reputation.
Instead of posting only finished work, I showed transformations and behind the scenes progress. People connected emotionally with the stories, not just the services, making them want to hire me over competitors.
Even during setbacks, I stayed transparent and resilient. Sharing lessons from failures and challenges made my brand relatable and human, which attracted more clients.
Creating relentless visibility by consistently showing my work, telling my story, and building trust online until my reputation outshined competitors. This strategy grew my landscaping business from small $250 jobs into half-million-dollar commercial projects and it’s the same system I now use in my marketing agency to help other businesses grow their clientele and reputation.

Contact Info:

• Website: https://www.goatmediapromotions.com/ https://www.arzislawncarellc.com/
• Instagram: https://www.instagram.com/arzislawncare?igsh=emNuMGNkaHB6NzY0&utm_source=qr
• Facebook: https://facebook.com/arzislawncarellc https://www.facebook.com/share/17JAVS8fJX/?mibextid=wwXlfr
• Yelp: https://m.yelp.com/biz/arzis-lawn-care-hobbs