Martin came out promptly and gave us an estimate AND an education about trees. Long story short: do NOT go for so-called "Wind Sail Reduction" - trimming healthy branches throws off the trees natural structure and makes it more prone to wind damage. He did recommend that we trim dead branches and branches that are rubbing.
His crew came out promptly on the scheduled day and did great work. I note they used throw lines and pulleys to scale the tree and not tree climbing spikes that damage the trunk. The invoice matched the estimate and all the branches were cleaned up. They are professionals who care about trees and customer service.
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