How to Grow Your Restoration Business: A Comprehensive Guide to Hitting Your Revenue Goals

If you’re ready to grow your restoration business, generating leads and creating operational efficiency are both going to be key to success.  

Aside from that, you’ll need to gain an understanding of what your particular needs are and where you might be stuck. For example, growth for you might be expanding your team, while for others it could be getting marketing costs down and increasing job consistency.  

It all depends on your individual circumstances and what your obstacles are for achieving growth. But, there are a couple of best practices that can benefit anyone looking to take a restoration business to the next level. We’ll review them below. 

Part 1: How to get more leads for your restoration business

Whatever your goals are for growth, none of it is possible without a steady flow of new leads.  Nothing else you improve will matter if there isn’t a pipeline of new work. 

According to restoration expert and president of Business Mentors Phillip Rosebrook, a consistent marketing strategy is key. 

“Like most people, we would market deliberately when we were slow,” says Phillip.  When we were busy, we didn't market as much. We'd really focus on the work we're doing and getting the work done. If you want to stay busy, then market when you're busy and market when you're slow and that'll help you remove a lot of the peaks and valleys in your revenue.”

Here are a few tactics for maintaining a healthy pipeline that we’ll cover below:

• Run PPC ads on Google 
• Use referral networks
• Improve sales process
• Maintain a good reputation online and offline
• Provide an excellent customer experience

Run PPC ads on Google 

When potential clients are looking for a restoration business, they might start their search by typing things like “restoration company near me” or “water remediation” into Google. 

Two different sets of results will show up: sponsored results and organic results. Sponsored results are the result of PPC or “pay per click” ads, where a company bids on a specific search term. Organic results, on the other hand, show up without a paid ad strategy, but rather with the work of a strong SEO or “search engine optimization” strategy. 

Setting up a PPC ad strategy helps ensure that your restoration business shows up at the very top of search results. Here’s an example of what that looks like when someone searches for “water damage restoration companies” on Google. 

Scroll down the page and you’ll see different sponsored options and an AI overview before any non-paid results show up. Paying for Google Search ads like this ensures that your company is visible. In this example, a potential client only sees a few options above the fold. You do not need to pay for Google Ads, but you risk showing up below your competition.  

After that, it’s up to you to provide the great customer experience you’re known for and collect five star reviews. To get started, take a look at the two resources below. 

‍Resources 📚 

• Read 📘 How to Create an Effective PPC Strategy in 7 Steps
• Watch 📺 Google Ads Beginners Tutorial for 2025 (Step By Step)

Use referral networks

When potential clients ask for a referral, you want to be the first name that comes to mind. Start by introducing yourself to the top companies in the area, and put your networking skills to use. Here are a couple of ways building a referral network can benefit both you and your future clients: 

‍Steady lead generation. Partnering with parties like insurance agents and property managers can help send a consistent flow of referrals your way.

‍Increased credibility. When your potential clients are seeking recommendations for a restoration company from their insurance adjuster or property manager, they’re more likely to trust you and give you the job. 

‍Tips for finding connections

‍When you’re just starting out, it can be challenging to figure out who you need to network with. Some sites that can be helpful for identifying potential local connections (like top property managers in your area) include: Nextdoor, Angi, Yelp, and Facebook. 

You might even consider attending conferences or conventions to meet folks in the same industry as you, like Restoration & Remediation Magazine Events or International Restoration Convention & Industry Expo. 

Here’s what expert Shane O’Dazier recommends when it comes to making referral connections, by trade: 

• Water damage restoration: Local plumbers and insurance agents
• Fire damage restoration: Local fire and police departments
• Mold remediation: Real estate agents, insurance agents, property managers 

Resource: How to Grow a Restoration Business with Referrals

‍Improve sales processIt doesn’t matter how many new leads come in if your sales team can’t convince them to work with your restoration business.

Here are a couple of ways to ensure your sales process is top-notch. 

• Establish a way to keep incoming leads organized. You can use a customer relation management (CRM) platform to do this. If you already use job management software like Xcelerate, Albiware, DASH, or Capabuild, many of these already have a CRM built in. 
• Ensure that your sales team follows up promptly with potential clients. As the restoration industry is a crisis business, you’ll need to ensure both timely communication and encourage your sales team to be compassionate when dealing with sensitive situations.
• Share testimonials, case studies, and clear information on how payment will work.  Clients will have questions on whether payment is through the claims process via the insurance provider or directly to you. Testimonials and case studies will help people feel more confident in choosing your business. 

Maintain a good reputation online and offline 

As many potential clients might find your business by searching online, a strong and positive online presence is paramount. Here are a few of ways you can uphold a great reputation by word of mouth and across the internet: 

• Create a local SEO presence
• Optimize your website
• Get started on social media
• Collect reviews

Create a local SEO presence 

‍Local SEO is the practice of optimizing your business to show up in local search results. This allows you to reach your actual customer base in the radius where you do business. The reason it’s so essential for you to have a local SEO presence is because of what is called the “local pack” results. This is a list of businesses that show up for local-specific search queries. And as restoration businesses service specific local areas, it’s a main way people who are searching for restoration businesses online are going to find you. 

To continue the example we shared above, a future client might search for “water damage restoration companies near Beaverton, OR.” Here’s the local pack that comes up for that search: 

By optimizing your website for local search, you stand a better chance of being one of the businesses that shows up above the fold and on the map. To get started and for support, peruse the local SEO resources below. 

‍Resources 📚 

• Whitespark Content Hub: A great place to find local SEO advice and research. 
• BrightLocal Academy: Free online courses on local SEO. 

Optimize your website for leads

‍You’ll need to create a clear, easy to navigate website that’s optimized to connect with future clients and get leads. This means that menus are easy to find, your phone number is front and center, and it’s simple for people to click around to find the information they need. It should always load properly, feature testimonials, and reviews.The reason you should spend time on your restoration website is because you want to build trust with prospective customers and make it easy for them to find what they’re looking for. That might be your phone number in case of an urgent situation, or simply a testimonial that backs up what their plumber says about you. 

‍Be active on social media 

‍An active social media presence gives your business credibility. It shows that you’re active, care about your brand reputation, and are a legitimate business. Posting regular updates (like tips for emergency preparedness) and engaging with comments and messages show potential clients that you are ready and willing to work with them.For example, Midwest Remediation keeps their LinkedIn page active and shares helpful, timely advice: 

Resources 📚

• Social Media Marketing Guide for Small Business Owners
• Does Your Brand’s Content Bring You Joy? (An Interview with Utah Department of Transportation) 

Collect reviews

‍According to Statista, 94% of customers are more likely to use a local business if it has positive reviews. Positive reviews provide real facts from past customers about their experiences.  

For example, Water Out has a 4.7 rating on Google and 130+ reviews: 

To do this, all you have to do is ask your customers. Do this via an email campaign or have your sales team ask past customers for reviews. 

‍Resources 📚 

• How to Ask For a Review [With Free Templates]
• Marketing for Restoration Businesses: How to Choose the Right Strategy

Provide an excellent customer experience

‍Statista says that 82% of customers recommend a business after a great customer experience. Aside from being a good business practice, providing great experiences for your customers will help you get positive reviews and future referrals. It also helps with your offline reputation and encourages your business to spread by word of mouth.  

‍Learn more: Effortless Experience Explained

‍Part 2: How to run your business efficiently and profitably

A well-run restoration business responds quickly and effectively to new inquiries, builds a strong reputation in its local market, provides a great customer experience, and consistently makes a profit. Balancing upfront costs, staying organized, and offering high-quality service will help you grow in this competitive industry. 

Here are four tips for setting up a strong foundation for an efficient and profitable restoration business:

• Streamline and automate operations
• Use accurate job costing methods
• Think strategically about profit margin
• Set Standard Operating Procedures (SOPs)

Streamline and automate operations 

Generally, you’ll need to make sure you have enough resources to properly staff and perform jobs when they come in. For more insight into building a team, check out our article on How to Start a Restoration Business. 

You’ll also want to have a suite of software to support your team. Choose software to organize jobs and increase the amount of work you can handle at once. Investing time to learn how to get the most out of these tools is critical to optimizing your day-to-day business operations. These are the types of software that will be essential to managing job delivery, as well as suggestions for each: 

• Job management software. Job management software helps you organize everything that goes into each job in one cohesive place. Many of them also include customer relationship management (CRM) tools so that you can see past and present customers. Restoration expert and president of Business Mentors Phillip Rosebrook recommends looking into solutions like: Xcelerate, Albiware, DASH, and Capabuild. 
• Documentation software. Capture a 360˚ complete digital record of each job site in minutes with DocuSketch. Speed up processes and create accurate estimates and floor plans. 
• Accounting software. Tools like QuickBooks make it easy to keep your books up-to-date with accurate accounting. Manage cash flow and even set up payroll. 

For example, using DocuSketch to document job sites is almost seven times faster than manual pen and paper methods. 

“With DocuSketch, we’re in and out in minutes,” says Ryan Elfreich of Midwest Remediation.  “We get more comprehensive, accurate documentation than with a process that used to take hours.” 

Use accurate job costing methods

Using accurate job costing methods helps to ensure profitability on every project and minimize risk of cost overruns. Tracking job costs effectively starts with a few steps:

‍Track the direct costs associated with each project. You’ll need to itemize things like labor, materials, and equipment specific to each type of restoration job you perform. 

‍Track indirect costs. Consider things like vehicle expenses, administrative salaries, and rent. This will help you determine your true profit margins and avoid underestimating your total expenses for each project.

‍Analyze historical costs. Regularly reviewing and comparing actual costs to estimates allows you to identify trends and improve your operational efficiency. 

‍Put your learnings to use. Combine actual cost trends with your estimated direct and indirect costs, and use those to set accurate prices for each new job that comes in.To get started, talk to your accountant, bookkeeper, or check out these great resources.

‍Resources 📚 

• 5 Best Practices in Job Costing for Construction Companies
• 7 Tips to Maximizing Your Profit Margin in Restoration

‍Think strategically about profit margin

“I wish I would have known what the margins were and had paid better attention to making and securing our profit margins on jobs,” says restoration expert and president of Business Mentors Phillip Rosebrook. “We built some absolutely beautiful buildings, but we paid too much to do it.”‍

Tip: Get strategic about which services you offer and how much you focus on them, because more revenue doesn’t equal more profit. 

‍Keep in mind that there are many different factors––like regional differences––that will impact your margins. Experts Phillip Rosebrook and Shane O’Dazier share approximate expected margins below: 

• Reconstruction: up to 10% gross margin
• Fire damage repair: 20-25% gross margin
• Water damage restoration: 50-80% gross margin with larger margins on smaller jobs‍
• Mitigation – direct cost – labor and material: 70+% margin
• ‍Contents – direct labor and material: 55% margin (Indirect – warehouse storage space, vehicles, cleaning processing equipment).‍
• Mold remediation: 55% margin‍
• Construction: 40-45% margin

‍Resources 📚 

• How to Manage Margins for Success in the Disaster Restoration Industry
• How Much Do Restoration Companies Make: The Comprehensive Guide

Set Standard Operating Procedures (SOPs) 

Standard Operating Procedures (SOPs) are detailed, step-by-step instructions that outline how specific tasks or processes should be performed within an organization. Setting SOPs can be part of conducting regular team training and onboarding new team members. 

You need to have repeatable processes that reliably produce high quality results in order to scale services and grow without sacrificing your reputation and results. High quality SOPs ensure consistency and results without having to micromanage your team. 

They also open up the door for franchising opportunities in the future or for you to open up operations in different locations. 

Here’s how to set SOPs: 

• Identify your goals
• Decide who will use the SOP
• List out responsibilities 
• List out materials, tools, and other resources needed 
• Write down step-by-step instructions for each procedure 
• Train your team 

Resource 📚 How to Create a Standard Operating Procedure (SOP)

‍Take your business to the next level 

DocuSketch can help you grow your restoration business by saving you time, producing more accurate estimates, and gaining more efficiency in the documentation process. 

‍Book a demo