Around here, with most distribution being delta as i mentioned, the poles would already have crossarms, and I think to add the third phase they would just add an insulator to the middle. IF they were converting it to a wye then they would likely add the neutral down below the crossarms. But even without having to add crossarms and/ or replace poles, Im sure it still wouldnt be cheap to add the 3rd conductor. Adding a conductor to an energized and in use line has got to be a pain. I hear what they do is install a special certified non conductive rope and then pull the conductor in under tension.