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Decide whether you want mowing-and-maintenance or a treatment program (fertilization, weed control, aeration) — many companies do one well, not both. Ask about licensing for chemical applications, what's in each visit, and whether the schedule flexes with growing season rather than a fixed calendar.
Typically scheduled fertilization, pre- and post-emergent weed control, and often aeration and overseeding in the right season — separate from weekly mowing. Ask for the visit-by-visit plan in writing so you know what each application does.
Causes range from grubs and fungus to compaction, dog spots, mowing too short, or irrigation gaps — the fixes differ completely. A good lawn service diagnoses before treating; be wary of anyone who prescribes a product before looking at the lawn.
On compacted or thinning lawns, core aeration plus overseeding is one of the highest-value treatments there is, usually done in the lawn's peak growing season. On a healthy, thick lawn it's maintenance, not magic — a straight answer here is a good test of the company.