Should Arborists Charge for Estimates? This Board Master Certified Arborist Says YES (and here’s how)
At SingleOps, we’re more than just software for the tree care and landscaping industry. Our mission is to be a trusted partner in the green industry, offering you valuable insights and professional development opportunities. We host monthly CEU-accredited webinars, including “From Free to Fee: Strategies for Charging and Getting Paid for Estimates.” You can view the recording and read the transcript, and we’ve summarized the highlights below.
Plumbers and roofers are charging for estimates, yet arborists are doing it for free. Why? John Snow, Manager Partner of Tree CheckUp, LLC and a Board Master Certified Arborist with more than thirty years’ experience believes that not only can arborists charge for estimates, but if you do it right, it’ll benefit your business far beyond the additional revenue stream.
Why Charge for Estimates?
You’re a credible expert.
You spent time earning knowledge and experience, and that’s worth something. Your credentials should be on your website, business cards, and the side of your truck.
You are a local tree expert.
You invested the time and money to become a local expert.
The Value of Paid Estimates
John says arborists have the big problem of a “mind block.” It’s important to realize that you deserve a fair day’s pay for a fair day’s work. “You gotta get out of your own way. Embrace the fact that clients will value your service if you value it, and you present it that way to them. A paid estimate can set you apart from competitors that offer free estimates.
“The premise behind this whole thing is that you’re demonstrating to the client that your time and your expertise are valuable and you’re confident in the quality of the work you do. You’re gonna get serious clients that are going to want to pay you for that service. The person who thinks they can pay 1980s prices for 2024 work is not your client, and we need to cut the wheat from the chaff right from the get-go.”
Setting Pricing Strategy
Rather than telling you specific numbers to charge, we’ll provide tips to help you figure out how to set prices.
- Understand Client Pain Points
Figure out your clients’ main problems, then make your offerings very relevant and desirable to them.
- Promote the Value
Assess the value of each service that you’re presenting to the client. Consider the time you invested to earn the expertise you have today. Explain that value to the client so they understand.
- Define Service Tiers
For example, basic, standard, and premium, which are very common in plant health care services. Each tier should offer distinct value and cater to different needs or budgets.
Possible Service offerings
- Tree removal
- Tree pruning
- Plant health care services (If you don’t offer them, you should.)
- Tree and shrub health assessment
- Tree risk assessment
- Tree pruning evaluation
“Mr. Smith, why do you want to prune that tree? Have you had it evaluated to make sure that it really does need to be pruned?”
John asked webinar attendees to suggest other types of consultative services, and “construction protection” was suggested.
Strategies to Charge for Arborist Estimates
You must do the work here. John cautions that you can’t just post a sign saying, “$150, come out and give an estimate.” That’s not going to get you anywhere.
Develop Referral Partnerships
- Local municipal arborists
- Extension agencies
- Garden clubs
- Allied associations, such as the Florida Urban Forestry Council
- Property managers
Educate these referral partners so they know what you offer.
Case Studies and Testimonials
Have case studies and testimonials demonstrating how your expertise saved clients’ money, prevented tree loss, or enhanced the property value. In particular, demonstrating how you save clients money is a strong incentive.
Create a Consultation Package
It’s critical to deliver something beyond a simple estimate. Your package could also include a site evaluation and a written report. The latter is often just a template with insights and could be a simple one—or two-page report.
So, What Should Arborists Charge for Estimates?
Of course, it depends on your market, your geographic location, and your credentials. When you’re a certified arborist, you can begin charging a little more, and when you’re a board-certified master arborist, you can charge even more. It’s also contingent on your total years of experience.
Delivery & Confidence
How you deliver things is also important. Present yourself as a professional and don’t show up covered in sawdust and chainsaw oil. Keep a spare shirt in your truck.
John emphasized the importance of having confidence in the services that you offer and your expertise. “Perception equals money in my view. If people perceive that you offer value, they will pay you for that.”
Use professional terms. Instead of “sale, price drop, markdown, or discounted rate,” use “waiver, promotional offer, courtesy adjustment, rebate, voucher, or complimentary service.” Even if it ends up being a free estimate, you could say, “I’ll do this as a complimentary service because I value your business.”
Selling Strategies for Implementing Fee-Based Estimates
Start at the Top Price
Start at the top price, which might be $225 or $150. John advises against $50 because it’s too cheap and lacks value. $75 should be the minimum (probably more.)
For pruning specifically, John has conducted time studies which demonstrate that you cannot properly prune a palm for less than $50. It should probably be $60 to $75 per palm, although prices for pruning are also dependent on a variety of factors, so it’s difficult to set at a flat rate per tree.
If the prospect balks at your top price, you could ask if they’re a new client and offer a rebate when they sign the contract, so the charge for the estimate is applied to the work done. You can also offer this to an existing client as a way of showing appreciation for returning business.
Of course, you always have the option of waiving the estimate fee completely.
Don’t Fall into the Commodity Trap
Over time, a product or service can become standardized, where people can’t distinguish any difference between companies that are offering the same product or service. We don’t want tree services to be viewed like a simple commodity, such as wheat, sugar, or gas.
The commodity trap is often seen with tree removal services. People want their trees removed cheaply, and it becomes a price war to the bottom. In some cases, tree pruning has also been commoditized. It’s terrible because it doesn’t allow the industry to move forward. Running a tree service is an expensive business, with many operating costs like insurance, workers’ comp, and equipment to buy and repair.
Competitive Differentiation
Ask yourself, “Is my company the same as every other company out there?” Because if it is, that’s a problem. What makes your company better than or different from the next one?
Five Keys to Implementing
John reassures arborists that it’s easier than you might think.
- Establish value
Position yourself as an expert in the field. Build credibility and rapport with your prospects. Be confident as the local expert. (That other guy across town? Maybe not so much.)
On your website, instead of, “We prune palm trees too,” consider writing, “Palms done right. It starts at $50 per palm. Our palm pruning service is science-backed. We follow the guidelines provided by the University of Florida.”
You want prospects to consider you as a provider of value, not just a vendor.
- Educate Prospects
Explain why your estimate is valuable. Emphasize that your estimate is based on a thorough analysis of their property, site, and unique pain points. You’re giving them the results based on your experience and your expertise.
- Provide a detailed consultation
Don’t just offer up a free estimate. You need to justify your time and make it clear that the consultation provides the client with some actionable insights, not just estimated numbers.
- Have a follow-up strategy
You need to deliver when you promise a report in the next day or two. Be persistent in following up. Ask if they have any questions. Build that trust and continue to promote yourself as a credible local expert.
- Be Transparent about Costs
Explain why you’re charging for estimates. Clarify that it’s covering your time and expertise along with a detailed analysis. Transparency will help build trust with your prospects, so they understand that they’re paying for quality work, not just cutting the tree.
Put some pricing on your website. Yes, then your competitors will know your pricing, but the fact is that they probably know already. However, your prospective clients don’t know, and that’s who you’re selling to. Get the word out. Being transparent on your pricing pays.
Invest in Yourself and Your Team
Consider taking a little bit of the money earned from estimates, maybe half of the $100 you charge for an estimate, and put it into an account for ongoing professional development. It can add up quickly and then be used to pay for attending conferences, specialized training, or a coach so that you can grow your business.
If you use this idea, explain it on your website. “Of the $100 estimate fee, we put $50 towards investing in employee training,” John says it will boggle people’s minds. Advertise the fact that you’re investing in your employees. It will also help employee retention.
Put your Detailed Consultation Scope on your Website
Prospects will want to know what they’re paying for, so show them. Provide a sample. The consultation scope needs to be separate from the estimate.
Build Lasting Customer Relationships
John joked, “Most of us, I don’t know about you guys, I’d rather have the relationship with the tree than the client sometimes, but that’s a whole other conversation.”
Qualify Your Serious Leads
Charging for an estimate is going to act like a filter. When prospects say, “You’re at $150. I was expecting fifty bucks,” that’s not your client. You want to attract serious clients. Focus on the leads that are going to convert to clients. Keep that initial qualifying conversation to about ten minutes maximum because your time is valuable. Don’t spend time with those who are just price shopping things around. This is a clear way that you can very easily delineate who’s willing to pay and who’s not. Of course, it won’t work all the time, and if you’re struggling a little, you can always back off.
Remember – start at the top and work your way down.
Enhance Trust
Foster transparency and honesty by being upfront about your costs. It builds trust, plain and simple.
Enhance Perception
Position yourself as the local expert. Use your referral partners, they are your best promoters.
Build Recurring Revenue
Fee-based estimates generate continuing income and set a precedent for the value of your ongoing tree care services. This contributes to a consistent stream of recurring revenue as clients recognize the worth of your arboricultural expertise. Tree and shrub health assessments can be an ongoing service
Use a Good Software Application
As part of this entire process, it’s important to invest in a good customer relationship management software. John said, “Arborists are busy and little Post-it notes won’t work. You need software that’s going to help you enhance your client communications and present detailed professional estimates. Software can also give you data-driven insights and improve your lead qualification. It will increase the value you deliver and improve the client’s perception of your business.”
This is where SingleOps comes in.