Anything can be a Do-it-yourself project, but in the geothermal field the odds are stacked against you. It takes a certain level of knowledge and experience to design and install a geothermal system properly. I'm sure anyone off the street could do it, but the risks for costly mistakes are very high. If the system is too small to handle the heating / cooling load, your not going to see the savings your expecting, if it's a closed loops system, if the loops aren't long enough, they are going to freeze as the winter wears on, etc.
Another issue is the fact that you can't buy the geothermal equipment directly, while it's possible to get them from a source like Ebay, conditions of the equipment and warranties are questionable. HVAC venders rarely want to sell directly to customers, they require more hand holding then contractors do and if you screw up the install, it's nothing but bad press for them.
A partial do-it-yourself is proably the most logical choose. It's doesn't take a rocket scientist to dig a hole so wide, so long and so deep.