How many times have you received a good water damage lead that you didn’t sign up?

I’m talking about a really good, where there’s visible water, a fire sprinkler burst, or an office building that has sewage everywhere.

If the answer is more than one, there’s a problem in your restoration business.

By creating and using a quality sales process that is geared to sign up every customer, you’ll ensure long term growth and increase the amount of water damage leads you sign up.

Let’s take a look at where to start first:

Step 1: Determine your close rate

To begin let’s figure out first how many jobs you’re closing vs. how many leads you receive.

You can pull this figure from either your restoration CRM or your phone call tracking dashboard.

Only take into account jobs you arrived on site.

From talking with other restoration companies we’ve gathered that 75% is an above standard close rate.

If you’re below 75% let’s try to get there. If you’re near that number, let’s figure out a way to increase your close percentage by 10%.

Step 2: Calculate how much money you’re losing

There’s nothing more motivating than realizing how much money you or your technicians are leaving on the table.

After all…

You’re spending money on:

  • Spend marketing dollars to get the lead
  • Pay the technician to drive to the job site
  • Pay for gas, fuel, etc

These costs add up to a huge net negative when you’re not signing up the jobs you’re supposed to.

Step 3: Create a gameplan

Create and outline a standard operating procedure for your technians to follow.

Without a plan in place, your technicians day will quickly slip away as meetings, phone calls, and small customer emergencies distract from what truly matters. Signing up more water damage jobs.

What works best:

  • In meetings, role play what the entire sales process will look like.
  • Create a standard operating procedure and walk your technicians through it.
  • Create a checklist for your technians to complete on every job and turn in at the end of the day.
  • Create and monitor current technicians close rates so you can compare results moving foward.

The Water Damage Sales Cycle

This cycle or “system” has been altered over the 8000 water restoration jobs we have completed.

We put our technicians through extensive training to nail the process down, each and every single time.

Let’s get started…


A touchpoint is the first impression your restoration business makes or how your customers find you.

These usually include:

  • Websites
  • Plumber Referrals
  • Agent Referrals
  • TPAs
  • Etc.

The goal here is to make a quick and memorable trusted impression upon the first glance.

Here’s some key tips:

  • Appear and look professional
  • Display trust (BBB, Reviews, etc)
  • Display pictures of current employees and even business owners

By creating a positive first impression you’ll ensure an easy transition into the sale (getting the work authorization signed).

Inbound Phone Call

Our water damage phone scripts give you some more in depth guidelines to how to answer the phone.

You can even download them and begin training your office or yourself on how to answer the phone correctly.

Must Do:

  • Use phone scripts – this allows your team to follow a consistent practice that gathers the most crucial information and data from a customer.
  • Who answers the phone? – preferably someone who is IICRC certified, has some on the job training and is financially motivated by the call.
  • How to answer – use an energetic tone that also displays concern.
  • Quickly schedule appointment – time is the most important thing on the customer’s mind in a water damage call. Get to the point quickly so your technicians can get on-site.
  • Don’t answer technical questions – let the water restoration technician explain once they arrive at the property.
  • Do not give price over the phone – every water damage job is unique and therefore pricing is unnecessary to give over the phone but also probably incorrect.


Once a water damage job is dispatched, stay in touch with the customer as much as possible.

Most CRM’s or job management softwares have the capability to text or send email updates regarding the logistics status of your technician.

Sending an estimated arrival time, a picture of the technician and a office call back number are all great strategies.

These let the customer know who and what to expect.

But it also calms their nerves so they do not call another water damage company. You don’t want that.


The one thing you cannot hire for…

Is someone having the belief in your products and services.

To install this in the minds of your employees, you have to teach them to care about helping and protecting the customer.

Do not let a technician arrive on any job site without being 100% sure they have this mindset.

Once they have this, then you can train them on what to do once they arrive:


Make sure your vehicles are clean and branded. Routinely wash and detail them, or have someone come to your office to do it.


  • Same uniforms for every employee.
  • Correct size fitting. No baggy clothes.
  • Hats are okay as long as they are branded.

Grooming and Body Odor

Working in restoration can make you stink. Make sure your guys are carrying deodorant with them wherever they go.

Also keep a spare change of clothes in the trucks or vans incase the last job was a nasty cat 3 sewage cleanup.

Beards are okay as long as they are well manicured and trimmed.


Do not park in driveways. You’d be surprised how many people don’t understand this.

Park where you can easily remove and unload equipment or attach hoses if you have a truck mount.


As we talked about above, make sure your technicians have an understanding and belief in the products and services of your company.

When they do, there are NO problems when greeting a customer.

  • Stand a couple feet back from the door
  • Ring doorbell then knock if necessary
  • Smile
  • Be positive
  • Introduce yourself by name

Do not enter the home unless you are invited. If the conversation becomes awkward, ask to do a moisture inspection for free.

Once inside the home…

  • Ask for permission to inspect affected areas for moisture
  • Ask what the source of the leak is
  • Inform customer of moisture readings

Explaining the drying process

The more the customer knows about what you do – and how you can help – the higher chance you have at signing a job.

Point blank.

Explain in a very simple and easy understand manner how you will…

  • Take moisture readings to find all visible and hidden water
  • Remove and extract water
  • Place fans and dehumidifiers
  • Start the drying process
  • Remove all wet and affected materials

You can also make some brochures that help them understand more thoroughly with graphics.

They can browse this while you are setting up equipment.

The close: Getting the work authorization signed

4 key pillars to getting this signed each and every time include:

Never disagree with the customer

Learn how to agree with everything they say. Move towards the final goal of setting fans and equipment if you see this necessary.

Customer: “I need to get this fixed but I’m not sure of the price.”
Technician Response: “I agree that it is a hard decision, but the longer we wait the more damage that could occur.”

Help them understand the problem

By explaining the drying process and the dangers of leaving water damage untreated, you’ll inform the customer so they can make the best decision available to them.

Help them understand the cost of the problem

We know that water mitigation can be costly.

Unfortunately, most homeowners don’t understand the cost.

While you can’t technically give an 100% accurate price until you begin work, you can give them data about your self pay pricing.

Make sure your technicians carry a document or papers that detail and list your prices for every service you provide.

Help them understand options (and why they should choose you to solve them)

This is where you can educate a property owner of filing an insurance claim, or paying themselves.

That’s why it’s important to have a self pay price list on hand.

You can also carry a list of insurance claim desk numbers so you can easily hand the information over for them to get a claim started.

The close

If you’ve done your job right of…

  • Informing and educating the customer
  • Identifying problems
  • Explaining solutions

Then you should have no problem closing the customer and signing a work authorization on the spot.

You are:

  • Trusted
  • An expert
  • Ready to work and mitigate

Beginning work

Boom! You’ve got the work authorization signed.

Here’s some tips to keep the customer on your side:

  • Be courteous to the property owner and their home or business
  • Take photos and video of job site and affected areas before you begin the restoration process
  • Removal all trash
  • Pick up any mess you make
  • Keep cords, hoses and stack equipment out of the way
  • Neatly wrap cords or duct them down if needed

Stay consistent, create a checklist, and follow this process every time. In just over a year we saw our internal sign up percentage increase 16%.

Let us know if you have any questions and keep hustling!