Joshua Tree Experts has five territories operating in Pennsylvania.
After a year of preparation, Joshua Tree Experts’ first multi-unit franchisees are ready to launch.
Founded in 2005 and franchising since 2021, Joshua Tree Experts tackles both the tree and lawn care for customers in its territories. A father-and-son team, Seth and Caleb Hill, have two territories, bringing the brand up to five total. All five territories are in Pennsylvania, across Allegheny, Butler and Lawrence counties.
“We were there on the very first discovery day,” said Seth Hill. “We took a little longer time but we signed with them last year.”
The Hills’ interest in the brand came by coincidence, said Caleb Hill. While serving with the National Guard in Iraq, he met Dylan DeGroat, nephew of brand founder Joshua Malik and director of franchise development, who told him about the business.
Seth Hill, previously a mechanical engineer in steel manufacturing for 20 years, had been laid off during the pandemic and was looking for the next step. When his son approached him with the idea of franchising with Joshua Tree, the elder Hill heard him out.
Joshua Tree franchisees Caleb, left, and Seth Hill.
“I really started to think about what it would actually be like to work with my sons,” Seth Hill said. “We kind of said right there we’d really seriously look into this if we had the opportunity to do it.”
DeGroat kept in touch with the Hills and in March 2023 confirmed their interest in becoming franchisees. Since the brand didn’t have franchisees to interview about their experience, the Hills did their due diligence by researching the lawn and tree care industry.
What they found was a trade with repeat business and generally happy employees, Seth Hill said. The culture and work environment were also a draw. Working outside and doing an active job fit right into their experiences.
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The one challenge the two had to overcome was the initial investment, which ranges from $350,000 to $600,000. Seth Hill used his 401(k) to cover the costs and Joshua Tree’s staff supported the two through the process.
By receiving a two-for-one franchising opportunity, the Hills’ risk was balanced. The two territories they selected were also analyzed early in the process to ensure there was a high enough interest for the brand’s services.
“I think in the long run, it’s a pretty big territory,” said Hill, “but one of the biggest things in franchising is getting the right workforce and resources to work those territories.”
Joshua Tree is helping on that front as well. Malik has been with the Hills for their first few days of operation and provided a team of arborists to kick off the business. The help from the franchisor has already shown results, with the Hills having a two-week backlog of customers that continues to grow.
While the two are learning as they go, the expertise of their hires is helping the Hills get off to a good start, Hill said. Planning and scheduling out jobs are the first “learning pains” they’re dealing with, but Hill said they were expected.
“We’re going to have a good two or three months just to figure out how to do the job correctly,” said Hill. “Yeah, we’re nervous but we’re moving forward and that’s the big key.”
The Hills are just the first step as Joshua Trees continues its expansion. There are plans in the works to get out of Pennsylvania with other franchisees coming soon. The ambitious plan is to have 20 locations operating by the end of the year, said DeGroat.
“We are currently in the midst of a nationwide expansion and will be opening franchise locations in Charlotte, North Carolina and Indianapolis, Indiana in April,” he said. “We are ready to grow.”
Joshua Tree is expanding outside its home state this year with deals in North Carolina and Indiana.