Lawn & Landscape: Former banker signs as first Joshua Tree Experts franchisee

Pennsylvania-based home services franchisor Joshua Tree Experts has signed its first franchisee and is expanding in New York. Carlos Lozano, the former investment banker and lifetime entrepreneur, is opening his tree maintenance, lawn care and pest control franchise in Orange County, New York after personally experiencing the lack of access to high-quality tree care businesses in the area.

“I got out of the banking business four or five years ago and ended up forex trading and day trading while I figured out what I wanted to do next,” said Lozano. “ Joshua Tree Experts actually came out of necessity. I had some trees I needed taken care of, and it was like pulling teeth trying to get someone to come out.”

Though Lozano did consider buying an existing, privately owned business, he quickly decided that franchising would be a better option. He would have additional support and a proven business model, but by joining a younger brand, he would also have an opportunity to contribute to the growth and long-term trajectory of the franchise system.

“This allows me to set myself as the example and push the boundaries for other upcoming franchisees,” he said. “I want people to see me and think, ‘He did this, he’s implementing the proven systems laid out to follow and he’s expanding.’”

As he continues to grow alongside the system at Large, Lozano aims to serve as a role model of sorts, partnering with the franchisor and others in the system to grow his own business while also contributing to the system and other local owners’ success.