Growing a successful tree service company takes far more than technical skill with a saw and rope. In a recent podcast conversation, Aaron DeVos of DeVos Tree Care (Hamilton, Ontario) shared candid insights from over a decade of building a modern, profitable arborist business, from bootstrapping with a pickup truck to rethinking pricing, quoting, and customer communication.
For tree service owners who want to move beyond survival mode and build a business that actually works, this conversation is packed with lessons worth paying attention to.
When asked what separates tree companies that thrive from those that merely survive, Aaron didn’t hesitate.
The biggest difference is communication.
Many arborists enter the industry because they’re great at tree work, but customer communication is often an afterthought. Aaron emphasized that the best companies over-communicate at every stage:
- During the estimate
- When the job is scheduled
- When the crew is on the way
- When the job is complete
- When asking for reviews
This applies not only to customers, but also to internal communication with staff. Clear expectations, written processes, and consistent updates reduce friction and build trust, both externally and internally.
If customers feel informed and respected, price becomes less of the conversation.
Start Small, Build Intentionally
Aaron’s business didn’t begin with cranes, bucket trucks, or big removals. Like most successful operators, he tiptoed into ownership:
- Pickup truck + trailer
- Small pruning jobs
- Saying “no” to work he wasn’t equipped for
- Reinvesting slowly into better gear
This slow start forced him to master fundamentals and avoid unnecessary debt. It also shaped his long-term mindset: build a business that supports your life, not one that burns you out.
You don’t need everything on day one, just enough to do great work safely and profitably.
Credentials Build Confidence (for You and the Customer)
Aaron didn’t formally launch DeVos Tree Care until he became an ISA-certified arborist. While certifications can be debated, he found they provided two critical benefits:
- Customer trust – a clear signal of professionalism
- Personal confidence – the ability to guide clients toward better decisions
That confidence translated into better pricing, clearer recommendations, and stronger authority during estimates.
Credentials aren’t just marketing; they change how you show up in sales conversations.
One of His Biggest Regrets: Waiting Too Long to Hire a Bookkeeper
Aaron was blunt about one mistake he wishes he’d corrected sooner: not hiring a bookkeeper early enough.
Tree owners are trained to climb, prune, and remove, not to manage payroll or QuickBooks. Trying to do everything yourself creates stress and distracts from revenue-producing work.
Outsource what you’re bad at as soon as you can, especially finances.
The Website Is Not a Brochure. It’s a Sales Tool
DeVos Tree Care’s website stands out because it doesn’t look like a typical tree service site. Aaron has rebuilt it seven times, and it’s still evolving.
Key differences:
- No “blog” section, he calls it a Learning Hub
- Heavy focus on answering real customer questions
- Clear explanations instead of arborist jargon
- Transparent pricing guidance
Inspired by They Ask, You Answer by Marcus Sheridan, Aaron built his content around the actual questions homeowners ask:
- How much does tree removal cost?
- When is the best time to prune?
- What credentials should an arborist have?
If your website educates clearly, customers trust you before you ever show up.
Human Pricing Beats Technical Pricing
Instead of asking homeowners for trunk diameter in inches or tree height in feet, Aaron reframed pricing questions in human language:
- Is the tree shorter than your garage?
- Taller than a two-storey house?
- Thicker than your shoulders?
- Can you walk heel-to-toe four steps through the gate?
This removes friction and helps homeowners self-qualify more accurately.
Customers don’t think like arborists; meet them where they are.
The “Video-First” Estimating Model
One of Aaron’s most innovative changes is his video-first estimate process:
- Customer fills out a form
- They receive a text with a short instruction video
- They record and submit a guided walkthrough of the tree
- DeVos Tree Care responds with an estimate within 24 hours
This approach:
- Saves hours of unpaid quoting time
- Filters out tire-kickers
- Improves safety and planning
- Eliminates unnecessary site visits
For customers who want an in-person visit, Aaron charges an assessment fee, which is waived for existing clients.
Free quotes often mean free consulting. Your time has value.
Why Free Quotes Are Holding the Industry Back
Aaron made a strong case that the traditional “three free quotes” model hurts both arborists and homeowners.
Problems with free quotes:
- Rushed assessments
- Missed hazards
- Poor recommendations
- Price-shopping instead of trust-building
Charging for assessments shifts the focus from price to professional judgment. While some customers push back, Aaron is comfortable losing leads that don’t value expertise.
Better clients come from better boundaries.
Marketing Isn’t About Showing Off. It’s About Helping
Aaron is selective about social media. He believes most tree companies misuse platforms like Instagram by posting content aimed at other arborists instead of homeowners.
Customers don’t care about:
- Fancy cuts
- Advanced climbing techniques
- Gear flexing
They care about:
- Safety
- Tree health
- Property protection
- Clear explanations
Market to the people who pay you, not the people who impress you.
What’s Next: Building Brand Through Meaning
One upcoming initiative, Planting Life’s Milestones, reflects Aaron’s long-term thinking. The program plants trees for people celebrating major life moments. Marriages, new homes, new children. While sharing their stories publicly.
It’s not just marketing. It’s brand building through meaning.
Final Thoughts for Tree Service Owners
Aaron DeVos’ approach challenges many industry norms, but that’s exactly why it works. His success isn’t built on shortcuts or gimmicks. It’s built on:
- Clear communication
- Respect for his own time
- Education-driven marketing
- Transparent pricing
- Customer-first thinking
If you’re running a tree service and feel stuck chasing quotes, competing on price, or burning out on unpaid work, this conversation offers a different path forward.
Sometimes growth doesn’t come from working harder; it comes from working smarter.