Episode Overview

When Nashville's devastating ice storm hit, most tree care companies scrambled to respond. But Keenan Baird was ready.

The Board Certified Master Arborist and owner of GreenRoots had spent years building systems that most in his industry still avoid. While competitors relied on handwritten estimates and gut feelings, Baird had invested in technology and transparent pricing formulas.

The result? His team processed a full year's worth of revenue in a single week following the storm.

His approach centers on speed-to-lead and systematic operations. When emergency calls flood in, having processes in place makes the difference between capitalizing on demand and drowning in chaos.

The tree care industry lags behind other trades in professionalization and technology adoption. Many operators still run their businesses like they did decades ago.

This creates both challenges and opportunities for forward-thinking operators willing to modernize their approach.

Breaking into the arboreal middle market requires understanding your true costs. Too many tree care companies price jobs based on what competitors charge rather than their actual expenses.

Baird's custom estimating formula accounts for both direct and indirect costs, ensuring profitable pricing even during high-demand periods.

When the ice storm hit Nashville, Aspire became Baird's competitive advantage. The field service management platform allowed his team to handle the surge in demand without losing control of operations.

The technology didn't just help with scheduling and dispatching. It provided real-time visibility into job costing and crew productivity during the most chaotic week of the year.

[1:49] Key differences between general landscaping and arboreal services
[8:13] Why tech and professionalization is so far behind in the tree care industry
[12:17] Breaking into the arboreal "middle market" and finding your community
[20:43] How Aspire helped Keenan drive a year's worth of revenue in one week

Check out these resources we mentioned during the podcast:

• Aspire

• AP Story on Keenan

You can find this interview and many more by subscribing to Toolbox for the Trades on Apple Podcasts, on Spotify, or here.