The brothers behind Stephen Hillenmeyer Landscape Services were recently featured in Entrepreneur magazine to get the lowdown on why the pair decided to invest in two different franchise systems and how the move has been working out for them.

Sixth-generation co-owners Seth and Chase Hillenmeyer told Entrepreneur that when they tried to expand their service offerings—to offer a full range of lawn-care services instead of only landscaping—they only confused their customers.

“We had tried to get into the lawn-care market and people just didn’t associate the Hillenmeyer brand with lawn care,” Chase Hillenmeyer told the magazine.

Their solution was to branch out with other companies rather than try to change the way their customer base already thought of them. That’s why in 2003, the pair bought into the idea of franchises and decided to open up three Weed Man locations and one Mosquito Authority territory.

In 2016, CNBC.com listed Weed Man as one of nine low-cost franchises that could make you rich. It also ranked No. 2 on LM‘s 2016 list of franchise best buys.

Becoming a franchisee isn’t for everyone. Experts say it comes down to finances, objectives and cultural fit.

Seth Hillenmeyer touched on this point when answering a question about unexpected obstacles while managing all three brands.

“Instilling our culture on a day-to-day basis at the franchise locations has been a big challenge that we didn’t anticipate,” he said. “We kind of took it for granted—being part of a family business, we inherently understand our culture.”

Read the full interview here.