Cgreen, offers core aerations, over seeding, lime, starter fertilizer. It's important to note that the biggest problems with most lawns is not the lawn care companies or the droughts it is simply the lack of good thick top soil. This is what the majority of lawns need in these area. It seems as we keep building houses in subdivisions the good top soil is stripped away. We are left with mostly shale, clay, sand, or silt depending on your location. While it is difficult to have a successful lawn in these soil conditions it is not impossible. 

Working with what you have:

Core aerations for clay soils should be performed once or twice per year. For lawns with moderate bare areas should be over seeded after aeration.

Over seeding for most lawns should be done every couple years to renew growth and thicken lawn.