ATCP In The Canopy
ATCP in the Canopy is the official podcast of the Association of Tree Care Professionals, hosted by Austin Lee. This show is all about elevating the tree care industry—one conversation at a time. Each episode brings you candid, inspiring discussions with the people who live and breathe tree care: from seasoned arborists to business owners shaping the future of the field.
We dive into the realities of running a tree care business, from the hands-on craft of arboriculture to the strategy, culture, and systems that make a company thrive. Expect insights on safety, professional standards, mentorship, and lessons learned from the people who have climbed every branch of the industry.
Whether you’re an aspiring arborist, an experienced tree care professional, or someone passionate about elevating standards in your work, ATCP in the Canopy gives you the tools, stories, and perspective to grow both your business and your craft.
ATCP In The Canopy
ATCP in the Canopy | Ep 5: Alex Wright on Marketing Discipline, Grit & Scaling 855TreeMan
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Welcome to another episode of ATCP in the Canopy, the official podcast of the Association of Tree Care Professionals.
In this episode, host and ATCP Committee Member Austin Lee sits down with Alex Wright, owner of 855TreeMan in Charlotte Hall, Maryland. Alex is one of the most marketing-savvy operators in the tree care space, building a multi-million dollar tree service from a single yellow yard sign and pure grit.
Join us as Alex shares the raw, unfiltered story of how he went from making $392 a week doing landscaping to running a $5M+ tree service, and the marketing, mindset, and money lessons he learned the hard way along the way.
In this video, you'll learn:
0:00 - Introduction & Welcome to the Canopy
0:26 - From Landscaping to Tree Work: The Origin Story
1:54 - The First Sketchy Jobs & Learning the Hard Way
4:17 - Why He Never Stopped Marketing (Even When Broke)
6:15 - Building the First Real Crews & Buying the First Bucket Truck
8:40 - The 6-Year Climb from Day Job to Legitimacy
10:29 - Mentorship, His Dad's Advice & The Power of Discipline
13:41 - Mental Load, Faith & Staying in the Game
17:15 - The 3 Pillars: Marketing, People & Grit
18:59 - The Signs Strategy That Built a Million-Dollar Business
24:31 - Knowing Your Audience: Why He Markets to 55+
26:28 - Scaling Beyond Signs: Google, Reviews & Direct Mail
29:17 - Spending $80K/Month on Marketing & The ROAS Mindset
32:31 - Why You Must Market in the Slow Season
33:27 - The Case for a Fractional CFO in Every Tree Service
37:42 - Recruiting as a Marketing Function: Hiring Climbers with Ads
42:30 - Building Landing Pages & Funnels to Qualify Applicants
44:51 - The Group Interview Hack for Office Hiring
47:40 - Why Alex Joined the ATCP
49:07 - Legacy, Real Estate & The Long Game
53:56 - Goodwill, Networks & Building the Right List
55:17 - Lightning Round: Chainsaws, Energy Drinks & Pet Peeves
56:44 - Final Advice: Discipline in Marketing & Finding a Real Mentor
57:27 - Outro & How to Connect
Whether you're an industry veteran scaling past your first million or a new owner still putting out yard signs on the weekend, Alex's insights offer invaluable lessons on growth, professionalism, and community. This is a masterclass in how marketing discipline, the right people, and unwavering grit can build a tree service that lasts.
About ATCP: The Association of Tree Care Professionals (ATCP) is dedicated to elevating the standards of the tree care industry through education, safety protocols, and professional networking.
Subscribe to our channel to stay updated with future episodes of ATCP in the Canopy: https://www.youtube.com/@A.T.C.Professionals
Learn more about ATCP membership: https://atcpros.org/ Follow us on Facebook: https://www.facebook.com/AssociationOfTreeCareProfessionals
Connect with our guest: 855TreeMan: https://855treeman.com/
If you enjoyed this episode, please hit the Like button and share it with your fellow tree care professionals!
Want more from Alex? Join his Facebook group for tree service owners looking to grow, scale, and sharpen their marketing: https://www.facebook.com/groups/935147544542964
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