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17 <br /> to the elm, however, we might point out an ash which, although seemingly healthy now, will <br /> soon become problematic and increasingly difficult to remove as it dies from the invasive <br /> emerald ash borer. Each of the 75 properties our consultants visit in a week offers opportunities <br /> like these to educate and inform. <br /> Our consulting arborists are selected for their genuine interest in trees and ecology, and we <br /> maintain and attract these arborists by guaranteeing their pay independent of the sales that <br /> they make. We tell our consultants that their mandate, first and foremost, is to give good <br /> advice. To understand what this means, we have our consultants imagine being asked, towards <br /> the end of a consultation, "What would you advise about my trees if I were your own dear <br /> mother?" Their answer should be: "The same advice that I have given." <br /> We invest in this kind of detailed and property-specific advice, and the education of our clients, <br /> as a value-driven alternative to advertising. That it is effective and valued by our clients is shown <br /> by the ever-increasing demand for our services as our clients recommend us to their friends and <br /> neighbors. It is effective in part because of how distinctive our consultations are from many <br /> other tree services. When clients receive multiple bids from multiple tree services many of <br /> these will, whether intentionally or not, profit at the expense of trees and the community, <br /> selling unnecessary tree work through the already-present fears and naivety of the public. We <br /> are motivated by the idea that every next property we can visit is a property we can benefit <br /> through the education and options that we provide in contrast to those who simply intend to <br /> profit from tree cutting. <br /> While Orange County does have publicly supported institutes such as local arboretums and the <br /> NC Botanical Garden that offer excellent and ecologically sound information to residents, these <br /> institutions tend to preach to the choir, speaking largely to those who already have a healthy <br /> interest in trees. We get invited into the backyards of all those same people along with <br /> everyone else, offering the kind of advice one might hear at the NC Botanical Garden, but in <br /> direct reference and application to the homeowner's specific trees and landscape. It is an <br /> incredibly direct, individualized, and rapid avenue for connecting the resident to their property. <br /> We therefore see the growth of our company as both reflecting and expanding the valuable <br /> service we provide to our community. Our staff currently includes the following certifications of <br /> the International Society of Arboriculture: eight Certified Arborists, four arborists qualified in <br /> Tree Risk Assessment, and one Board Certified Master Arborist. A larger and expanded facility <br /> would allow us to more than double our capacity and impact. <br /> 10 <br />