Education and marketing is the key.
If the market you want to work in does not exist...
Create your own market! Your imagination is the limit. Guess who has the time and money to care about trees...people with money, usually.
You want to fight for that nasty tree in the trailer park every swinging dick can back their $10k bucket up to? Or do you want to work on the water front at a million dollar property, where the home owners want only you?
I do not want to be just another "tree guy" fighting for all the big nasty removals...even though I thought I did five years ago and now we dominate that market in my area.
We are advertising under "tree care" this year. The only tree care in the area. We are the only service to offer (proper as per ansi) pruning. We also started cabling (static and dynamic) and bolting. More money in it then I thought. We are about to offer natural mulching once our yard is set up to sort and store chips and compost.
We are also looking into two separate crews when it gets busy. A take down crew. And a clean up crew. Separate equipment. We don't always have to clean up after a job. Those are the best! Get paid to make a mess and run with the money. The clean up crew can do smaller less technical jobs as well as clean up after the take down crew. Kills me to try and make a mess fast enough to get the crew ( who loves to watch me work) busy for the rest of the day so I can return calls, runs bids and errands. High paid guys should not be feeding a chipper and raking. Imagine take down crew just keeps ahead of clean up crew. No waiting for the other. Could team up on big jobs. Lots of options here. We currently do not have to deal with big wood. We have a buddy who has a 40' kboom and 20' flat bed that can get any where our bucket can. We stage the logs and get the f'out! Customer saves and we make more. Why would I want a log truck...so I can sell fire wood?! I like working in trees and make the most money doing so.
Maybe you climbers should start as high end " treecare arborists"
Find a landscaper to show up and clean up after you.
Imo the I.S.A. exam is a joke, sorry. I'm not saying don't get it...definitely get it, cause it is not hard. Sadly it's all there is, and I have heard other tree guys act like you have to be really smart. I think the friggin CDL exam is more annoying them the ISA exam. I had my ISA CA for years and let it lapse cause no one cared. I will be getting it again soon as we are entering a new phase of marketing, and I'm going to make it matter. Still to this day none of my "competitors" are CA. I do have a bachelors in environmental science, founded on soil science, plant biology, you know...where trees and stuff grows. Just get the ISA study guide and read, that easy. Just make sure when you advertise or tell people you are an ISA CA, let them know you do cut trees down and prune them...As per industry standard. Be that pro they want to know.
Hey!
"Let's make American treecare great!"