From Roots to Results: How Arborists Can Turn Marketing Into Growth

If you weren’t able to attend Rizco’s session, led by President Debra Rizzi, at the Garden State Tree Conference, here’s the good news: the arboriculture industry is full of opportunity right now—but only for those who are intentional about how they show up.

This session wasn’t about “doing more marketing.” It was about doing the right marketing—strategically, consistently, and in a way that drives both revenue and recruitment.

Let’s break down the key takeaways and, more importantly, what to do next.

The Reality:
Being great at tree work isn’t enough.

The industry is crowded. Homeowners have options. Municipalities have relationships. Talent has choices.

And the data backs it up:

• Companies with consistent branding can increase revenue by up to 23%.
• 81% of consumers need to trust a brand before they buy.
• It takes 5–12 touchpoints before a lead is ready to move forward.

Translation:
If you’re not visible, consistent, and credible, you’re losing work you should be winning.

Your 30-Day Challenge: One Change That Moves the Needle
At the conference, we challenged attendees to identify ONE change to implement in 30 days.

Here are a few high-impact options to start with:

1. Fix Your Digital First Impression
Your website isn’t a brochure—it’s your 24/7 sales tool.

Ask yourself:

• Is it mobile-friendly?
• Can someone request a quote in seconds?
• Does it clearly show you’re licensed, insured, and credible?
• Are there real reviews and project examples?

If not, start here.

2. Own Your Google Business Presence
This is one of the most underutilized and highest ROI tools available.

Minimum standard:

• Accurate Business Information
• Updated Photos (before/after)
• Consistent Posting (at least 1–4x/month)
• Ongoing Review Generation

Pro tip: Automate review requests 30 days post-job.

3. Turn Your Current Customers Into Your Best Sales Team
Your easiest next job is already in your database.

Opportunities most companies miss:

• 6- and 12-Month Follow-Ups
• Maintenance Packages
• Referral Incentives
• Loyalty or VIP Programs

With the Pantano Loyalty Program, Rizco’s marketing strategy helped drive awareness and repeat customer engagement.

Tree care isn’t one-and-done. It’s a relationship.

4. Get Serious About Social Media (Yes, Really)
Social media isn’t about going viral. It’s about:

• Building Trust
• Showing Your Expertise
• Attracting Both Customers and Employees

Start simple with consistent themes:

• Tree Tip Tuesday
• Before/After Projects
• Pest Alerts
• Storm Prep

And remember, people hire people. Show your team to reinforce connection and trust.

5. Build Strategic Partnerships
Some of your best opportunities aren’t online. They’re in your network.

Focus on:

• Municipal DPW Relationships
• Landscapers and Irrigation Companies
• Realtors (a huge, often overlooked channel)

These aren’t transactions. They’re pipelines.

Budget Reality: You Don’t Need More Money—You Need a Plan
Many arborists ask: “How much should I be spending on marketing?”

Industry benchmarks:

• 3–5% of revenue is a solid starting point.
• About 60% of that should be digital.

But here’s the bigger point: It’s not about spending more, it’s about allocating smarter and measuring what works. Our blog Outsourcing Marketing for Modern Growth breaks down cost efficiency and resource allocation in more detail.

The Shift: Marketing = Sales + Hiring
One of the biggest mindset shifts we discussed is that your marketing is no longer just about customers. It’s also about talent.

Your digital presence answers two questions:

1. “Should I hire you?”
2. “Should I work for you?”

If you’re not telling your story, someone else is.

AI Is Changing Search—But Not the Fundamentals
Tools like ChatGPT and AI-driven search are changing how people find you, but they don’t replace your marketing.

Build your foundation:

• Strong Brand
• Consistent Content
• Real Reviews
• Clear Expertise

With these elements in place, AI will amplify your visibility.

Final Thought: Progress Over Perfection
You don’t need a complete overhaul tomorrow.

You need:

• One Smart Change
• Executed Consistently
• Measured and Refined

The companies that win aren’t the ones doing everything. They’re the ones doing the right things, over and over again.

So, What’s Your One Change?
If you attended the session, this is your reminder.
If you missed it, this is your starting point.

What’s the ONE thing you’re going to implement in the next 30 days?

If you’re not sure where to begin, we’re always here to help guide the conversation.