This article is the first in a series that covers the eight critical gaps between tree care industry practices and customer reality. Gap 1 addresses the disconnect between today’s tree service customer research process and timing, and the outdated sales and marketing processes used by tree care companies.
Are you tired of paying for leads that go nowhere? I get it. Just last week, I talked with a tree service owner in Michigan who was spending $2,500 a month on a lead service but booking fewer than 10% of those leads. “It’s like throwing money down a hole,” he told me. The problem isn’t just the quality of the leads – it’s that you’re competing with five other tree companies who bought the same leads.
But here’s what’s really happening. By the time customers call you, they’ve already spent weeks researching tree services online. They’ve formed about 70% of their opinion about which company they want to hire before they even pick up the phone.
This is exactly why traditional marketing doesn’t work anymore. While you’re waiting for the phone to ring and focusing on converting quotes, your smartest competitors are capturing customers during what I call the “invisible research phase” – a 3 to 8 week period when homeowners are secretly shopping for tree services.
There’s a better way to build your business. Instead of fighting over the same expensive leads, you can position yourself as the obvious choice before customers even start calling companies.
Key Takeaways
- Modern customers spend 3-8 weeks researching tree services before contacting companies, using digital tools and community networks that most tree care businesses never monitor or influence.
- 70% of customer opinion formation happens before first contact according to Harvard Business Review research, meaning companies focusing only on quote conversion miss the most critical influence period.
- Google Lens, YouTube, and neighborhood apps have transformed customer education, allowing them to self-diagnose problems and set service expectations before talking to an arborist.
- Community validation through social networks now carries more weight than traditional marketing, with neighbor recommendations on Nextdoor and Facebook groups influencing multiple purchasing decisions.
- Companies capturing research-phase customers achieve 40-60% higher conversion rates because they influence opinions rather than just competing on price during quotes.
- Educational content and visual portfolios become primary competitive differentiators during the research phase, often determining which companies make customers’ shortlists.
The Hidden 70% of Your Customer’s Decision-Making Process
Here’s what’s happening that most tree service owners don’t realize. When homeowners have a tree problem, they don’t immediately start calling companies like they used to. Instead, they go online.
A study from Harvard Business Review found that customers complete about 67% of their buying decision before contacting any service provider. In my 16+ years of working with tree service companies, I’ve seen that number slowly increase, with more and more customers forming their opinions about which company they want to hire before making that first phone call.
Think about it from your customer’s perspective. They’ve got a big oak tree with dead branches hanging over their house. This isn’t like buying groceries – it’s a major expense, it affects their property value, and they’re worried about safety. So what do they do? They research.
They spend weeks learning about tree problems, looking up local companies, reading reviews, and asking neighbors for advice. By the time they call you, they’ve already decided which company seems most professional and trustworthy.
Here’s why this matters so much for your business.
If you’re not visible and helpful during that critical research period, you never even get a chance to quote. The customer has already eliminated you before you know they exist.
But if you position yourself as the helpful expert during their research phase, you become the obvious choice. When they finally do call, they’re not price shopping – they’re ready to hire you.
How Modern Customers Research Tree Services
Let me walk you through what actually happens when a homeowner realizes they need tree work. Understanding this process is the key to positioning your company where it matters most.
It usually starts with something visual. Maybe they notice broken branches after a storm, or a neighbor mentions that their tree looks unhealthy. Sometimes it’s seasonal – they’re planning spring cleanup and realize their trees need attention.
Here’s where it gets interesting. Instead of grabbing the Yellow Pages like customers did 10-15 years ago, they pull out their phone and start researching. They want to understand what’s wrong, what needs to be done, and what it should cost before they talk to anyone.
The research process typically follows this pattern:
- Problem Education (Week 1-2): They research their specific tree problem. Is it a disease? Storm damage? Normal pruning needs? They want to sound informed when they talk to tree care companies, so they learn the terminology and treatment options.
- Solution Research (Week 2-4): Once they understand the problem (or think they do!), they research solutions. What’s the difference between trimming and pruning? Do they need a certified arborist? Should the tree be removed, or can it be saved?
- Provider Research (Week 3-6): Now they start looking at local companies. They check websites, read reviews, look at before-and-after photos, and ask neighbors for recommendations. This is when they create their mental shortlist.
- Validation Phase (Week 4-8): Before calling anyone, they validate their choices through community input. They post in neighborhood Facebook groups, check Nextdoor for recommendations, and might even drive by properties where they’ve seen tree work being done.
The timeline varies, but the pattern is consistent. Emergency situations compress this into days or hours, but planned work follows this extended research cycle.
Here’s what this means for your business: most companies only become visible during the provider research phase. But the customers who find you earlier – during problem and solution research – are the ones most likely to hire you. They see you as the helpful expert who educated them, not just another company trying to sell them something.
The Technology Tools Changing Everything
Now let’s talk about the specific tools your customers are using to research tree services. If you’re not familiar with these, you need to be – because your customers definitely are.
Google Lens is Revolutionizing Problem Diagnosis
Your customers can now point their phone at a tree and get instant information about diseases, pests, and problems. They photograph brown spots on leaves and Google tells them it might be anthracnose. They snap a picture of holes in bark and learn about emerald ash borer.
Is the diagnosis always accurate? No. But it gives them confidence and specific questions to ask when they call you. Instead of saying “my tree looks sick,” they’re now saying “I think my oak has oak wilt – can you confirm?”
YouTube Has Become “Tree Care University”
Customers watch hours of videos about pruning techniques, disease treatment, and tree removal. They see how professional arborists work and what proper equipment looks like.
This creates more educated customers, but also customers with expectations. They know what climbing gear should look like. They understand the difference between topping and proper pruning. Companies creating educational videos build trust before customers ever call.
Neighborhood Apps are the New Word-of-Mouth
Nextdoor and local Facebook groups have replaced fence-line conversations about service providers. When someone asks for tree service recommendations, dozens of neighbors respond with detailed accounts of their own experiences.
These conversations include photos of work, discussions about pricing, and specific feedback about companies. A single positive post about your work can generate multiple leads. A negative comment can eliminate you from consideration for months.
Home Improvement Apps are Changing Budgeting
Apps like HomeAdvisor and Thumbtack give customers cost estimates before they contact anyone. They’re arriving at consultations with predetermined budgets based on these estimates.
The problem? These estimates often don’t account for job complexity, access issues, or regional pricing differences. Customers expect $400 tree removals because that’s what the app told them.
AI-powered Search is Getting Scary Good
When customers search “diseased oak tree treatment,” Google’s AI overview gives them comprehensive answers pulling from multiple sources. If you’ve created helpful content, you might be featured. If you haven’t, you’re invisible.
The companies winning during the research phase understand these tools and use them strategically. They create content that shows up in AI overviews. They participate in neighborhood discussions. They educate rather than just promote.
Why Your Competition Is Winning During the Customer Research Phase
While you’re waiting for the phone to ring, your smartest competitors are capturing customers you never even knew existed. Let me show you exactly what they’re doing differently.
They’re Creating Educational Content That Actually Helps People
Instead of just posting “We do tree removal,” they’re writing blog posts about “Signs Your Oak Tree Needs Professional Attention” and “How to Tell if Storm Damage is Dangerous.”
When homeowners search for information about their tree problems, these companies show up with helpful answers. They’re positioning themselves as the knowledgeable experts, not just another service provider. By the time customers are ready to call, they already trust these companies.
They’re Building Visual Proof That Sells Itself
Smart companies document everything with professional photos and videos. Not just before-and-after shots, but pictures of their certified arborists, their professional equipment, and their safety procedures.
When customers are comparing companies online, visuals matter more than words. A comprehensive photo gallery showing clean work, professional crews, and proper equipment beats fancy website copy every time.
They’re Actively Engaging in Community Discussions
These companies monitor local Facebook groups and Nextdoor for tree care questions. When someone asks about beech leaf disease or storm damage, they show up with helpful information – not sales pitches.
They’re building relationships with entire neighborhoods by being genuinely helpful. When residents need tree work, they already know who to call because they’ve seen these companies consistently providing valuable advice.
They’re Generating Reviews Systematically
Instead of hoping customers leave reviews, successful companies have review generation systems in place. They ask for reviews at the right time, make it easy for customers, and respond professionally to every single review – positive or negative.
Recent, detailed reviews carry huge weight during the research phase. Customers read reviews more carefully than website content, and companies with strong review profiles get more calls.
Here’s the thing: none of this is rocket science. But it requires understanding that the real competition happens before customers call, not during the quote process. Companies that figure this out are dominating their markets while traditional competitors struggle with declining conversion rates.
Five Strategies to Capture Customers Before They Call
Ready to stop competing for scraps and start capturing customers during their research phase? Here are the five strategies that are working right now for tree service companies across the country.
Strategy 1. Create Educational Content That Answers Research Questions
Your customers are searching for information about tree problems, not tree services. When someone types “brown spots on oak leaves” into Google, they want to understand what’s wrong, not get a sales pitch.
Start creating helpful content that answers these research questions. Write blog posts about common tree diseases in your area. Create simple guides explaining when trees need professional attention versus basic homeowner care. Make videos showing the difference between healthy and unhealthy trees.
The goal isn’t to give away all your expertise – it’s to demonstrate that you have it.
When customers see you providing helpful, accurate information, you become their trusted expert. When they’re ready to hire someone, they call the company that educated them.
Focus on problems specific to your local area and the types of trees you work on most. This positions you as the local expert while attracting customers who need exactly the services you provide.
Strategy 2. Build Comprehensive Visual Portfolios
Pictures sell tree services better than words ever will. Your customers want to see proof that you do quality work, use professional equipment, and employ trained crews.
Document every project with before, during, and after photos. Show your certified arborists at work. Photograph your equipment and safety procedures. Create short videos of complex removals or technical work that demonstrate your expertise.
Don’t just post these randomly – organize them strategically. Create galleries by service type: removals, pruning, disease treatment, storm cleanup. Make it easy for potential customers to find examples of exactly the work they need done.
Customers are comparing you to other companies online. Professional visual portfolios make you look more competent and trustworthy than companies with basic websites and stock photos.
Strategy 3. Monitor and Engage in Community Discussions
Your future customers are asking tree care questions in local Facebook groups and on Nextdoor right now. Most tree service companies never see these conversations, but they’re happening daily.
Start monitoring these platforms for tree-related questions in your service area. When someone posts about fertilization or a leaning tree, provide helpful information – not sales pitches. Answer questions about tree safety, explain what different symptoms might indicate, share seasonal tree care tips.
The key is being genuinely helpful without being pushy. Build your reputation as the knowledgeable local expert who cares about tree health and community safety. When residents need professional tree work, you’ll be the obvious choice.
This strategy takes patience, but it’s incredibly effective. One helpful response can be seen by hundreds of neighbors and generate multiple leads over time.
Strategy 4. Implement Systematic Review Generation
Reviews are the modern version of word-of-mouth referrals, but most companies handle them poorly.
You can’t just hope customers leave reviews – you need systems that make it easy and natural.
Ask for reviews immediately after completing good work, when customer satisfaction is highest. Make it simple – send a text with direct links to Google and Facebook review pages. Follow up with customers who don’t respond within a week (even better, reach out again after only 2 to 3 days).
Respond to every review professionally, both positive and negative. Your responses are often read by more people than the original review. Use them to demonstrate your professionalism and commitment to customer satisfaction.
Focus on getting detailed reviews that mention specific services and results. Generic “great service” reviews don’t help as much as specific testimonials about successful disease treatment, challenging removals, or cleanup quality.
Strategy 5. Optimize for AI-Powered Search and Discovery
Google’s AI overviews and other AI search tools like Perplexity, ChatGPT, and Claude are changing how customers find service providers. When someone searches for tree care information, AI systems pull from authoritative sources to provide comprehensive answers.
Make sure your website and content are structured to be easily understood by AI systems. Use clear headings, answer common questions directly, and cite credible sources when discussing tree care practices.
Create comprehensive service pages that explain not just what you do, but why it matters and how you do it differently.
AI systems favor detailed, authoritative content over generic service descriptions.
Keep your business information consistent across all platforms – Google My Business, your website, social media, and directory listings. AI systems use this consistency to determine credibility and authority.
The companies that adapt to AI-powered search now will have significant advantages as these systems become more influential in customer decision-making.
The Strategic Implications for Your Tree Care Business
If you’re still thinking this research phase thing is just a trend that’ll pass, I’ve got news for you – it’s only getting bigger. Every month, customers are doing more research and making more decisions before they contact any tree service company.
This shift creates two very different paths for tree service businesses. You can either adapt to how customers actually behave now, or you can keep doing what worked 10 years ago and watch your market share disappear.
Companies that get ahead of this trend are seeing real results. I’m talking about 40-60% higher conversion rates because they’re not competing on price anymore. When customers call them, they’ve already been educated about the value of professional tree care. They’re ready to hire, not shop around for the lowest bid.
These companies also spend less on marketing because their reputation builds momentum. When you help customers during their research phase, they remember you. They tell neighbors about the helpful tree company that answered their questions. You become the obvious choice in your service area.
But companies that ignore this change face predictable problems. Declining conversion rates as customers arrive more informed and with stronger preferences. Increased price pressure as they compete only with other companies that weren’t part of the research process. More difficulty generating referrals because they never build the trust that comes from being helpful early in the process.
After all these years in the tree care and marketing industries, I’m certain about what’s going to happen next –
👉 The companies that invest in research-phase marketing now will dominate their markets for the foreseeable future.
The window for easy implementation is closing as more companies figure this out.
If you start today, you can establish yourself as the helpful expert in your area before your competition catches on. Wait too long, and you’ll be playing catch-up to companies that already own the research phase in your market.
Frequently Asked Questions About Today’s Tree Service Customer Research Process
How long do customers typically spend researching tree services before calling?
For planned projects like pruning or non-emergency removals, customers typically research for 3 to 8 weeks. Emergency situations compress this to hours or days, but even then, customers do quick research to verify credentials and check reviews.
The timeline depends on the project complexity and cost. A $500 pruning job might get 1-2 weeks of research, while a $5,000 removal could involve 6-8 weeks of investigation. Older homeowners tend to research for shorter periods but more intensively through personal networks.
What percentage of customers have already decided on a provider before making contact?
Based on my experience working with tree service companies, about two-thirds of customers have formed strong preferences before making their first call. This number can be even higher for planned maintenance projects where customers have more time to research.
Emergency situations typically have lower pre-decision rates (around 45% or so) due to the urgency, but even storm cleanup customers often validate their choice quickly through online reviews and credential checks before hiring.
Do emergency tree situations follow the same research patterns?
Emergency customers follow compressed research patterns but still do validation. They’ll quickly check Google reviews, verify license and insurance, and look for immediate availability indicators on websites.
The difference is timeline – instead of weeks, they research for hours. But they’re still comparing options and looking for credibility signals. Companies with strong online presence and clear emergency messaging capture more of these high-value situations.
How can small tree service companies compete during the research phase without big budgets?
Small companies actually have advantages during the research phase. You can be more personal, more responsive, and more connected to your local community than larger competitors.
Focus on consistent community engagement, systematic photo documentation of your work, and creating helpful content about local tree problems. These strategies require time and consistency, not big budgets. Your local expertise and personal relationships often outweigh corporate marketing spending.
What’s the biggest mistake companies make regarding tree service customer research behavior?
The biggest mistake is assuming customers start their buying journey when they call you. This leads companies to invest all their marketing in lead generation and quote conversion while ignoring the critical weeks when customers are actually forming their opinions.
Companies that make this mistake wonder why their conversion rates keep dropping and why customers seem to have already decided on competitors before the consultation even begins.
How do I know if my company is losing customers during the research phase?
Warning signs include:
- declining quote conversion rates,
- customers who seem to have already made up their minds before you meet them,
- increased price-focused inquiries, and
- difficulty generating referrals despite good work.
Another indicator is when customers mention specific competitors during consultations or ask questions that suggest they’ve already been educated by someone else.
If you’re not seeing organic traffic to your website or engagement on your social media, you’re probably invisible during the research phase.
The Bottom Line
The way customers research and buy tree services has changed forever. Companies that understand this and position themselves during the tree service customer research phase are the ones that win. Those that don’t are watching their conversion rates drop every month.
You can either adapt to how customers actually behave now, or keep doing what worked 10 years ago and hope things go back to the way they were. Spoiler alert: they won’t.
Ready to Capture New Customers During Their Research Phase?
At Tree Care Marketing Solutions, we help tree service companies build research-phase marketing that works because we understand both sides of the equation. We’re licensed arborists who’ve owned tree companies, so we know your business. We’re also marketing experts who understand how modern customers research and make purchasing decisions.
If you’re ready to stop competing for scraps and start capturing customers before they call anyone else, let’s talk.
The invisible research phase is happening whether you’re part of it or not. Isn’t it time you started capturing those customers?
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