It probably depends on who is running the franchise locally. I used them to aerate and power seed when I did my front yard renovation 5 years ago and the guy was fantastic, offering advice and being flexible with the schedule to fit my needs. He got out of the business the next year but I had learned enough from him to renovate my back yard myself. I didn't use them for anything else so I couldn't comment on that but their power seeding provided excellent results. More on reddit.com

Get rid of the grass and put in native, drought resistant plants. It’s saves a lot of water and great for pollinators like bees and butterflies. Grass is not practical in semi arid environment. More on reddit.com

I'm currently using Lawn Doctor. I have a pretty small yard and pay $45/application during the season (I think 3-4 applications). It's an extra $45 per treatment if I want the non-grass areas sprayed for weeds. Aeration was $55 last fall. To be honest, I'm not that happy with the service. It's been a year and my lawn looks the same (ie, my neighbors still looks better); I'm thinking of taking over myself for a while with help from r/lawncare . More on reddit.com

I recommend organic dry fertilizers, such as Medina Growin Green. You can apply now. You do not have to worry about it burning your lawn like some fertilizers. I'd recommend trying to fill in the holes in the lawn with the same type of grass as currently exists. For instance, if it's Saint Augustine, you can buy that by the square yard from a nursery. Just cut to shape, break up the soil where it will be planted, put the grass on top and water it in well. You should also push the grass into the soil below to eliminate air pockets below. If it's Bermuda grass, then that is typically propagated using seed. Seed it in May or June. The soil needs to be warm for the seed to germinate. The holes in the lawn could be the result of shady spots. Some areas just do not grow grass well. I would suggest taking a few blades of your grass to a nursery and they can identify the type of grass. More on reddit.com