[Special Report: Mosquito Control] Mosquito Misting

Tankless systems. Digital components. Radio-frequency identification (RFID) caps. Exempt products. Technology and innovation are the buzzwords of today’s mosquito control programs with misting systems gaining ever-increasing interest across the industry, from consumers and by regulatory agencies.

With both comfort and health factors driving consumer interest in mosquito control, more PCOs are adding programs to their lines of business, the industry is working to police itself through best practices in management and advertising, and the Environmental Protection Agency is issuing amended label directions, with Web pages posted on both outdoor residential misting systems and West Nile virus.

CONSUMER INTEREST. “In MosquitoNix’s home base of Dallas, more than 100 cases of West Nile have been recently reported,” said Director of Operations Josh Ingram. “West Nile is an increasing fear in the eyes and lives of our communities. This is the case nationwide.” With more than 5,000 systems installed across the United States, Ingram said MosquitoNix is seeing demand for the misting system at an all-time high. “Our customer base is constantly growing,” he said.

This growth is being seen across the industry by product and equipment manufacturers and PCOs alike, although many are attributing it more to increased consumer awareness of system availability and their desire for outdoor comfort than to health fears. It is in fact becoming almost mandatory for PCOs to offer the systems, said Houston-based MistAway CEO Rod Lovett. PCOs who do not offer misting systems/service are telling MistAway that they are losing regular pest control customers to competitors who offer misting services as well. “We are hearing that all the time,” Lovett said.

The industry’s increased advertising is helping drive the demand. “In the past it was flying under the radar,” Lovett said. “Now trucks are completely wrapped in mosquito logos; there are commercials; there’s radio advertising. It’s a domino effect.” And it isn’t so much a case of health fears but of consumers wanting to be able to enjoy their summers outdoors. “As an industry we know better than to use scare tactics in advertising,” he said. “I think it’s more of a comfort (factor).”

Charles Dykes, principal of Cloudburst/Mosquito Coast in Simi Valley, Calif., agreed. “Use of outdoor areas is at an all-time high with outdoor kitchens, ‘living rooms’ and pools becoming commonplace,” he said. “Many areas have such a mosquito problem that it goes way beyond a nuisance, making it impossible to use their outdoor areas. Consumers are demanding a solution to the problem.”

And in some cases, these consumers are not just U.S. residents. Chris Walthall, vice president of sales for Bug DeFence in Houston, attended an installation in the Bahamas last year. Since December 2006, the company has sold systems across the Caribbean as well as in Mexico, Guatemala and Honduras. 

While there are challenges to international sales, such as varying regulations, product requirements and the fact that, “I don’t speak the language!” Walthall said, the company is seeing a great deal of growth in international — as well as U.S. — sales. To what does Walthall attribute the growth? “It works,” he said, adding that the increased information from agencies such as EPA and NPMA provide great tools for homeowners.

Manufacturers are also seeing an increase in demand by PCOs, not only in response to consumer demand, but to increase revenue, Lovett said. “The termite insecticides have gotten so advanced that the termite business has really slacked off, so PCOs are looking to diversify, to add some sort of revenue,” he added.

Scott Frazer, business manager for Outdoor Solutions, Irving, Texas, agreed. “Profitability is the No. 1 opportunity in mosquito misting. Termites aren’t what they used to be. You can make your termite money for a much longer season. Customers are willing to spend to enjoy the outdoors. I think profitability is the No. 1 opportunity out there to start making the profits they were used to making with the termite season.”

And responding to consumer interest and PCO implementation of the service has spurred interest and action on the part of industry and regulatory agencies.

• The National Pest Management Association formalized an Outdoor Residential Misting Systems committee/division. Consisting of PCO installers, outdoor residential misting system manufacturers and misting product registrants, the committee considers related issues and helps set association policy in such areas as research, best management practices, advertising guidelines and responsible use of new technology. The purpose of the division is to provide members with information, including meeting and training opportunities, technical and business information, and relevant assistance.
• NPMA and the Association of Structural Pest Control Regulatory Officials recently endorsed standards developed by the committee outlining Best Management Practices and Advertising Guidelines for the misting systems.
• The Environmental Protection Agency added and updated pages on its Web site dedicated to both West Nile virus and outdoor residential misting systems (www.epa.gov/pesticides/factsheets/misting_systems.htm). “An increasing number of households have purchased timed-release outdoor residential misting systems to control mosquitoes and other insects around the home,” the site states. However, the site doesn’t go so far as to sanction the efficacy the systems, instead recommending that consumers take a complete integrated approach to management and stating, “Outdoor residential misting systems have not yet been studied sufficiently to document their effectiveness in controlling mosquitoes or other yard and garden pests, nor have they been scientifically proven to control or prevent the spread of West Nile virus or other diseases.”

MistAway COO Jim Jackson is on the research subcommittee of the NPMA misting systems division which, he said, is working with academia to develop testing protocol for efficacy. “We’re bringing the regulators along with it,” Jackson said, explaining that the goal is to inform and seek comments from regulatory agencies throughout the process so that they understand that the industry is working to police itself and they are on board when policy is developed.

MOSQUITO MISTING. According to Cloudburst/Mosquito Coast’ Dykes, a common misconception of mosquito misting is that it is the same as public abatement programs that use aerial spraying or truck fogging to control mosquito populations over a large area. Instead, misting works through direct positioning of nozzles within a landscape to target mosquito harborage areas. The small droplets of mist penetrate dense foliage to reach resting mosquitoes.

Containment of drift is, in fact, one of the primary considerations driving installation and application methods, Dykes said, particularly in densely populated residential neighborhoods. Conventional installations, set to “fog” an entire backyard, can cause issues with drift, with winds potentially sending the mist into a neighboring yard or home. “The fact is,” he explained, “it is unnecessary to ‘fog’ an entire backyard.” Instead, he said, “bringing the nozzles down and into the landscape, you can effectively accomplish a very targeted application and containment in the application area.”

TECHNOLOGICAL INNOVATION. “Mosquito misting is probably the newest segment of pest control that’s come out in a long time,” said Outdoor Solutions’ Frazer. “Not everybody is doing it today so I think the opportunity to learn it, to understand it and to execute either a new business for it or bring it into your existing routes is a phenomenal opportunity.”

Jeff White, MosquitoMax Misting Systems in Katy, Texas, says mosquito misting technological advances add credibility to such programs. “In our own products or application methods, tankless systems are giving the market credibility,” White said. “When consumers see technology enhancements, it makes them feel like the industry is here to stay and not just a fad carry-over from the livestock industry.”

Today’s systems carry some unique capabilities, such as a micro-processor powered controller with “plug in” inputs for add-on devices or sensors (temperature, wind, rain, motion, pressure, lock out, multi-zone, multi-chemical); and RFID-coded product caps, which provide complete product information to compatible misting systems. When first introduced, there was some industry resistance to the caps, Lovett said, because PCOs had no control over the dispensing of the product. Since then, the cap has been re-engineered to be programmable by the PCO, then lockable (through a security code) to ensure against tampering.

While newer misting systems provide some significant technological advances, they are not for everyone. “They are still luxury items,” Lovett said.

In addition, some in the industry don’t necessarily see the technological evolution of the systems as a good thing. “I see equipment evolving, and some of the changes concern me,” said Sam Velong, PCO and owner of Bug Slayer Mosquito Control in Oldsmar, Fla. “Instead of making the working components simpler and easier for the consumer to understand, the industry has gone almost totally digital and tank-less. I have worked hands-on with most of the equipment in the marketplace and I know eventually everything fails.”

PRODUCT CHOICES. One of the most frequently asked questions Whitmire Micro-Gen receives from pest management professionals is about misting system products and the difference between active ingredients, said Nick Tresslar, residential marketing manager of the St. Louis, Mo.-based manufacturer. According to EPA, the insecticide products that are most often used in outdoor residential misting systems contain pyrethrins and permethrin.

According to NPMA’s Senior Vice President Bob Rosenberg, coincidentally, EPA was in the process of reregistering all of the products used in the systems (PBO, pyrethrins, permethrin) and conducted risk assessments for use of those products in misting systems. “Generally, EPA found that they did not pose unacceptable risks, but in working with our stakeholder group, developed comprehensive label language regarding the use of the products in misting systems,” he said.

Product use, ingredients and efficacy are also common customer questions. One of the greatest concerns from the customer’s viewpoint is the investment in the installation of a system, said David Murphy, vice president of marketing for EcoSMART Technologies in Alpharetta, Ga. But if that is a non-issue, “then their concerns shift to effectiveness and safety of the materials being used in the systems.” With an exempt product with a botanical active ingredient, Murphy said the company often faces concerns of efficacy. People often believe that, he said, “an insecticide that is ‘safe’ cannot also be effective, and vice versa.” But both field studies and PCO feedback is showing that both types of products work well, he said.

CHALLENGES. Product development for the misting systems has not been without its challenges, particularly with exempt products. But according to EcoSMART Technical Director Harlan Feese, innovation has corrected most of the early issues:

• Early formulations needed significant agitation to maintain a proper emulsion, but a major breakthrough with micro emulsions enable these products to stay in solution for more than 90 days.
• Some essential oils are excellent solvents, but can cause corrosion or expansion of plastic and rubber equipment components. “We worked closely with the manufacturers of misting equipment to define the optimum components for their pumps and associated hardware,” Feese said. In addition, formulations were modified to minimize use of the most detrimental oils.
• Fragrance is an inherent issue with exempt products, and fragrance can elicit different responses from different people. With continued formulation modification, fragrance has basically become a “non-issue” with misting systems.
• Chemical trespass has been an issue across the industry; that is, a neighbor sets off his/her misting system and the spray drifts to the adjacent neighbor’s yard, pool or foliage. Targeted applications as well as the use of exempt and botanical active ingredients have helped to eliminate or moderate the issue, Feese said.

ADDING MOSQUITO MISTING. Historically, PCOs shied away from mosquito programs, because the methods and tools did not offer an effective solution, Dykes said, but today’s misting systems enable practical, effective use of non-residual, non-persistent products. “When used as another tool in an Integrated Pest Management approach, PCOs can now provide a service they feel comfortable will work,” he said.

In addition, Dykes said he believes that PCOs are uniquely qualified for mosquito misting. “Beyond installation, mosquito misting is a service business and requires an efficient route-centric approach to maximize profitability,” he said. Adding the service to customers on a current route increases revenue and makes each added customer that much more profitable.

For PCOs considering adding mosquito misting as a line of business, some say dedicating technicians to that line who thoroughly understand the products, equipment, unique sales process and mosquitoes themselves is critical. “There is great potential in the market to successfully build an add-on line in the mosquito misting business. The key is commitment,” Velong said.

“Commitment to learning the market. Commitment to building an installation and service team committed to these systems.”

Ingram agreed. “Running a successful misting-system operation requires a dedicated team of sales personnel, technicians and customer service representatives.”

TRAINING. Scott Frazer, Outdoor Solutions, said his firm likes to train every person directly who is going to be involved with the program. “We don’t want to tell the PCO to have to hire additional people for this. We train their sales group on how to sell the product and understand what the hot buttons are for the consumer and what the liability issues could be for the pest control company. We also want to train the guys out there maintaining these systems. They need to understand what to look for if there are any breaks in the line, any leaks, any possibility of drift that weren’t noticed in the initial install. And also to be able fill the drum or replace the chemical on a tankless system. We believe in training every person involved.”

“I think like anything, it’s more complicated than it looks at the beginning,” Tresslar said. For example, in order to correctly lay out a system, the pest management professional needs to understand mosquitoes as well as any effect the product could have on vegetation, he said. While most products are formulated to minimize phototoxicity, repetitive misting onto a plant can cause damage. Thus, it is important that the technician understand how to best set up the system. “The more experience you have and the better you are at setting up a system, the better results you’re going to get,” Tresslar said.

While the systems can be effective in reducing mosquito populations and giving customers back their yards, it is essential that PCOs incorporate a complete Integrated Pest Management program with any mosquito management service.

“Like any other method of pest control, mosquito misting is not a ‘one-shot fix all,’” Dykes said. In addition to selling the system, pest management professionals need to educate consumers about their choices and the application material used, and work with them to reduce or eliminate breeding and harborage areas. “Setting proper customer expectations is critical in responsibly representing the product.”

Regardless of the type of mosquito service being provided, setting of customer expectations is critical. “We call our service ‘mosquito reduction.’ We never say ‘elimination,’” said Charles Dixon, president of Dixon Exterminating, Thomasville, Ga. The technician will explain that there will be a significant reduction in the number of mosquitoes, but does not want to establish an expectation that none will be seen. “We tell them,” Dixon added, “We’ll give their yard back to them.”

Other considerations in beginning a mosquito-misting service, Tresslar said, is the variation in the sales process and cycle from that of most pest management offerings. This is because mosquito-misting systems involve a larger upfront cost — rather than the industry’s typical regular service costs. So, he explained, “your current sales force may need training or you may decide to have dedicated sales personnel.”

Manufacturers generally provide training and support for their products and equipment, such hands on or classroom training, DVD or Web-based instruction, and ongoing technical support. Additionally, the NPMA/ASPCRO-endorsed BMPs include minimum training requirements.

MOSQUITO CONTROL OPTIONS. It is because of the upfront monetary outlay that Dixon Exterminating has found it continues to do a better business in standard monthly mosquito control service than in the misting systems. “In general, 90 percent of our mosquito control customers choose the backyard reduction program,” Dixon said. This is, in part, because the company does not promote it, he concedes, but it is also because they receive resistance to the initial cost (which is in the thousands of dollars) for a misting system.

Dixon’s monthly service program involves a three-step approach:

1. Identify conducive mosquito breeding and resting sites via a thorough yard inspection.
2. Make customer recommendations for environmental modifications to reduce conducive conditions, then supplement their actions with larvicide treatment to all identified sites. 
3.  Treat identified daytime mosquito resting sites on a monthly basis, through the spring and summer, with a residual insecticide in a backpack mist blower.

“People are creatures of habit,” Dixon added. “They will use 40 percent of their yard 90 percent of the time.” Identify that 40 percent and create a buffer zone just past that enables the technician to provide an efficient, targeted service.

“We do install some of the misting systems,” Dixon added. “But we haven’t been able to get too many around homes. We do more of them around horse barns.” This is a completely different tactic than most PCOs take, he said, but with a bevy of horse stables in his area, it has been a successful approach.

If a PCO is considering the addition of mosquito control as a line of business — whether it is monthly service or a misting system — there are four basic steps to initiating that line, Dixon says:

1. Research it. Be sure you understand the full scope and all options.
2. Set goals for your program.
3. Make sure the program fits your customers’ needs.
4. Roll it out.

With many service providers, rolling it out and attaining customers has been as much word of mouth as anything. Although more companies are beginning to advertise their service, many have seen significant growth through customer referrals or neighbors impressed with another’s mosquito-free yard asking for a service provider recommendation. Dixon’s growth has been primarily word of mouth, along with strategically planned letters. With drafts completed in early spring, the company waits for a good rain, then immediately distributes the informational letters to prospects. Each time they’ve taken this approach, the company has picked up new customers, Dixon said.

While every PCO, product registrant and equipment manufacturer had his own individual take on mosquito misting systems and service, general agreement was that it is a growth segment for the industry, it is relatively easy to add on to current offerings, it can provide a strong recurring-revenue profit stream, and it is, simply, a good fit. As Dykes said, “Growing revenue and additional services within their existing customer base makes mosquito misting a tremendous fit for the PCO.” n

The author is a frequent contributor to PCT magazine.

Mosquito Resource for Pest Management Professionals

Want to learn more about the mosquito control market? Contact the American Mosquito Control Association at 856/439-9222 or visit www.mosquito.org.

AMCA’s mission is to provide leadership, information and education leading to the enhancement of health and quality of life through the suppression of mosquitoes and other vector-transmitted diseases, and the reduction of annoyance levels caused by mosquitoes and other vectors and pests of public health importance.

For more information

Visit www.pctonline.com/mosquito to see copies of:

• The Association of Structural Pest Control Regulatory Officials and the National Pest Management Association’s advertising guidelines for outdoor residential misting systems.
  
• The Association of Structural Pest Control Regulatory Officials and the National Pest Management Association’s outdoor residential misting systems best management practices.