A McKinney founder story built on transparency.

"Life is good." That's how Marc Freidberg opens a conversation, sitting in his home office in McKinney with a neon sign glowing behind him. The phone rings often these days. The business he started as a quiet side hustle now runs two crews across the DFW metroplex and recently took on a backyard project anchored by a half-million-dollar pool. The whole company started with a single frustrated homeowner and a hunch that turf installs could be handled with full transparency and real care.

DFW Turf Pros installs synthetic turf for residential customers across Dallas and the surrounding metroplex, staying within roughly a 20-mile radius of Marc's home in McKinney. Most of the calls fall into the same three categories: families with kids, families with pets, and dads who want their own backyard putting green. Sometimes the same family wants all three.

"I have new customers that have kids, pets, and the dad wants a putting green," Marc said. "Putting greens are good. The labor's more intensive, but the price is almost the same."

The ideal job is a residential install, roughly 1,000 to 3,000 square feet, often including a putting green.

The whole business traces back to one bad week at Marc's own house. He had decided to install turf and started gathering quotes. Out of seven companies he contacted, four never responded. The ones that did come out brought a mix of issues: late arrivals, dirty trucks, one young salesperson who clearly didn't know the product, and warranties that read more like fine print than promises. He finally picked a company that promised a two-day install. Four days later, the crew was still in his yard. As Marc got to know them, he realized they were frustrated and underpaid by an owner who worked them seven days a week.

What was supposed to be a small side hustle became something more. DFW Turf Pros has grown steadily ever since, and Marc still personally walks every property before a quote goes out.

The pieces of DFW Turf Pros that homeowners notice first are the ones that make the whole install feel handled. The website carries a live pricing calculator, so prospective customers can see the range before anyone picks up the phone. Quotes lay out a clear, multi-step process and an upfront price.

Every appointment is run by Marc, not a commissioned sales rep. The warranty is twenty-five years on materials and five years on labor, with one annual maintenance visit built in. There's no recurring maintenance plan to sell, because Marc believes the right install shouldn't need one.

"I tell them, 'Thank you so much for the business. I'll never see you again,'" Marc said. "And they laugh, because they get it."

The referral program is the piece he's proudest of. Cash back, not gift cards, scaling up based on the size of the referred job. A neighbor who sends three or four customers his way can essentially have their own yard paid for. It's the kind of program that quietly turns happy customers into long-term advocates.

Marc lives in McKinney with his wife. He attends home shows in downtown Dallas, the home and garden shows in Allen, and the home show at The Star, and he runs a steady ad presence in one of the area's lifestyle magazines that lands on tables from homes to all types of businesses.

His perspective on the work comes back to a story he likes to tell. The original Starbucks didn't invent coffee, he points out. They built a brand, an environment, and a sense of trust around something that already existed. Marc set out to do the same with turf.

"It was time to Starbucks the system," he said.

The way he shows up day to day is in the small things: branded shirts, a branded truck, a clean install, a quote that actually answers questions. The product itself comes from the same handful of distributors most installers use. The value sits in the wrap-around: the warranty, the attention, the referral program, and the fact that Marc himself is the one shaking the homeowner's hand.

Father's Day is the next big push. Residential putting greens and backyards are getting a two-page magazine spread and a flyer campaign the crews will hand out.

"I could keep this business until the day I die," Marc said. "It's not a stressful business. I don't want to turn it into a stressful business. I'd rather do quality work."

For DFW homeowners who want their backyard handled with care, that's exactly the kind of company worth calling.

Whether the project is a backyard playspace, a pet-friendly lawn, or a putting green for the dad in the family, DFW Turf Pros is ready to walk the property and lay out a clean, honest quote.

Website: https://dfwturfpros.net/