185 calls in twelve months, and the phone rings faster now than when we started.

The situation

Tree work is weather and emergency driven. A limb comes down on a Tuesday and that person calls three companies in ten minutes, so being reachable at the moment somebody searches is most of the job.

Campbell is a small town. The work is out there but it is spread across two dozen surrounding communities, which means the reach has to be wide enough to catch it and tight enough not to waste money on places the crew will not drive to.

What we run

Lead generation aimed at people searching for tree work in the towns ProCut actually serves. The crew gets the call directly, so there is no queue and nothing sitting in an inbox overnight.

Every enquiry is recorded with the job the person asked for, which is how we know the mix is genuine tree work rather than tyre kickers. Tree removal, trimming and pruning, and stump grinding make up almost all of it.

The first year

185 leads across twelve months, which averages sixteen a month. It held through every season, including the quiet ones.

The most recent ninety days produced fifty-three of them, which is eighteen a month. A year in, it is running about fifteen percent ahead of its own average rather than tailing off. That is the number worth looking at, because a first month is easy and a twelfth month is not.

151 came in as phone calls and 34 as messages, which is what you would expect when the job is urgent and the customer wants a person.

Both halves

Close to one in five of these enquiries arrives through the website on its own, with no ad in front of it. We run both sides because they carry each other. The advertising reaches somebody who has a tree down this morning. The website catches the person who searched last week, read a page, and came back when the storm hit.

Counted separately, each half looks smaller than the business actually is. The crew gets paid on the total, so that is the number we work to.

Reach

Twenty-five separate towns and communities produced at least one enquiry, from Greenville and Sulphur Springs out to Commerce, Quinlan, Emory, Cooper, Celeste, Caddo Mills and Lone Oak. For a crew based in a town of a few hundred people, that is the difference between a local reputation and a regional one.

Where it goes next

There is more work available here than the current setup reaches. The limit is how much the crew can take in a week, so the sensible next step is growing the volume at a pace they can actually answer.

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