Growing a service business requires more than adding trucks, employees and new territories. A company must also develop systems that protect the customer experience as the organization expands.
Joshua Tree Experts has approached this challenge by combining multiple outdoor property services with a culture-driven operating model. The company provides tree care, lawn treatments and pest control, allowing franchise owners to address several customer needs through one business.
Founder Joshua Malik built the original company from the ground up and later turned its operating experience into a franchise system. Today, Joshua Tree Experts has 17 franchise partners across 16 states.
Building the Business One Service at a Time
Malik entered the tree care industry as a teenager in 1992. When he established Joshua Tree Experts in 2005, he ran the company from his home garage, using the space for equipment storage and repairs.
The operation was modest, but it gave Malik direct experience with nearly every part of the business. He learned how to manage equipment, serve customers, recruit field employees and develop an efficient local service operation.
Growth followed steadily. By 2009, the company employed around 25 people and needed a larger location.
Tree preservation became a defining feature of its service approach. Instead of automatically recommending removal, the company looks for ways to maintain tree health when practical. This approach can help homeowners protect landscaping that contributes shade, beauty and value to their properties.
Joshua Tree Experts later added lawn care in 2017 and pest control in 2020. Franchising began in 2021.
Why the Multi-Service Model Matters
Outdoor property services can generate demand from several directions. Customers may need seasonal lawn treatments, preventive tree care, storm-related work, insect management or help improving the overall condition of their yards.
By operating across multiple service categories, a Joshua Tree Experts franchise does not have to rely on one narrow revenue stream. The model gives owners opportunities to serve the same customer at different times and for different reasons.
This can improve customer lifetime value. It may also make marketing more efficient because a single customer relationship can produce several types of work.
The model aligns with changing homeowner priorities. Many people now view their yards as an extension of their indoor living space. They are investing in outdoor areas to improve curb appeal, create comfortable gathering spaces and strengthen property value.
Professional maintenance helps protect those investments. A healthy tree canopy, maintained lawn and properly managed pest environment can all influence how homeowners experience their properties.
Sharing Business Information With Employees
Joshua Tree Experts holds meetings twice a year to discuss the company’s performance and direction. Employees receive updates about production, profitability, goals and reinvestment.
The company explains how business results support better benefits, training, vehicles and equipment. This transparency helps employees understand the relationship between their work and the organization’s future.
Team-building is also part of the employee experience. Local cookouts, an annual picnic and recreational outings allow crews and managers to build stronger relationships away from job sites.
These activities support the brand’s belief that hard work should be recognized and balanced with opportunities for teams to enjoy their success.
Creating More Value From Every Customer
The company’s culture also shapes its sales and service process. Employees are expected to communicate clearly, educate customers and recommend appropriate services based on the property’s needs.
A tree care appointment may reveal a plant health concern. A lawn service customer may need pest treatment. A pruning customer may require continued monitoring to protect a mature tree.
Instead of treating these as isolated transactions, Joshua Tree Experts works to build ongoing relationships. The company tracks customer growth, the number of services used by each customer and overall retention.
This strategy can support more predictable revenue while reducing dependence on constantly finding new customers.
Franchise Leadership in Practice
Austin franchise owner Katy Flores demonstrates how these principles can translate into local management. Flores opened her Joshua Tree Experts business in June 2025 after spending more than two decades in corporate leadership and supply chain roles.
She has focused on training, employee development, safety and communication. Her leadership style is hands-on, whether she is working with customers, helping address operational challenges or supporting crews during demanding workdays.
Flores was attracted to the brand’s emphasis on preventive care. In Austin, mature live oak trees can carry both financial and emotional value. They provide shade, contribute to neighborhood character and often become part of a family’s connection to its home.
Helping preserve these trees gives the business a purpose that goes beyond completing service calls.
Lessons for Growing Franchise Brands
Joshua Tree Experts illustrates how culture can become part of a franchise operating system. Its values influence staffing, customer service, leadership and performance management.
The brand also shows the growth potential of combining related services. Tree care, lawn care and pest management can serve overlapping customer groups, creating opportunities for repeat business and cross-selling.
For entrepreneurs considering a home services franchise, the company offers a model centered on recurring demand, local relationship building and essential outdoor property care.
The equipment and technical services are important, but Joshua Tree Experts views its people as the foundation of the business. That focus may help the franchise maintain its identity as it enters additional markets.
Discover more about Joshua Tree Experts franchise opportunities.
