Water Damage Marketing Blog - Restoration Profits

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Welcome to Restoration Profits, the best online resource for starting, growing, and running a restoration and water damage company.

Step 1: Get To Know Us

We’re Jake Lambert & Cliff Stratton. We started our restoration business in 2012 and have since grown to over $5,000,000 per year in revenue, 9 trucks and over 45+ employees.

Our team in early 2013.

In 2012 we started our restoration company and couldn’t find any real, solid, advice on the internet on how to generate more water damage leads.

And boy… did we look around. That’s exactly why we first started Restoration Profits.

Since then, hundreds of restoration contractors have read our content, watched our videos, taken action, and reported back with some pretty awesome results.

So when you express frustration about getting more leads, growing your restoration company and increasing your sales – you’re not alone.

Below you will find a compiled list of resources for you to get your water damage business underway and to the next level:

Step 2: Download Our Free eBooks & Guides

Step 3: Read Our Most Popular Posts

These posts have helped thousands of restoration companies learn how to maximize their lead flow and create a seven figure restoration business.

Water Damage SEO

Pay Per Click & Google Ads

Water Damage Websites

Reviews & Reputation Management


Let's Grow Your Restoration Business

We use these same strategies that helped us build our restoration company to over $5,000,000 in sales per year.

We specialize in helping Water Restoration providers grow their restoration company using proven marketing techniques that we developed.

Need more water damage leads? Call us at (866) 741-8218 to chat about your water damage marketing or schedule a free strategy session.

Water Damage Sales Guide: How To Close More Water Damage Jobs

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!

Water Damage Phone Scripts: How To Answer Inbound Calls & Leads

The initial phone call is an incredibly effective tool to grow and scale your restoration business.

When done right, you can increase your close rates and immediately build trust with customers facing water damage situations.

We’ve edited and tested this script over 100 times in our company for inbound leads we get from water damage seo and other lead sources.

What we’ve found is that less is more.

Download the free phone script here.

Phone Script Goals

  1. Get the customer information!
  2. Let them know we can handle it.
  3. Verify homeowner
  4. Verify contact information
  5. Dispatch a technician as quickly as possible

A lot of times, homeowners dealing with water damange don’t understand the extent of the damage


The person answering the phone doesn’t understand that we can actually place fans and dehumidifiers and provide restoration services to a call.

This script eliminates both of those worries.


Steps 1-5

  • Introduction – answer with a friendly, upbeat personality.
  • Immediately let them know we can get the situation under control.
  • Start the process of getting contact information

Collect information

Steps 5-9

  • Verify the caller is a homeowner. Homeowners can file insurance claims which is good for your restoration company
  • Start to collect information that you can pass onto your technicians. This will also help them understand how much equipment they may need to bring
  • Confirm (once again) that we are sending someone to help
  • Confirm availability


Steps 10-13

  • Schedule an appointment if necessary
  • Let the customer know to relax (This confirms us taking control of the situation)
  • Ask for referral

Customize it for your restoration company

There’s a couple of factors that are going to change the script or how you train someone to use it.

  • Who is answering the phone? Do they sound like a robot?
  • How much do you work with self-pays or non-homeowners?
  • Are you busy? Are you short on technicians? This will allow you to “cherry pick” jobs you might want to go to.

Remember, you don’t have to use it word for word. Customize it to fit your restoration company and your goals.

Hope this helps you get your team some clear guidance on how to answer the phone using water damage phone scripts.

Download the free phone script here.

Free water damage seo guide

Water Damage SEO | The Ultimate Guide to Search Engine Optimization for Water Damage Restoration

Are you searching for new (or old) ways to grow your water damage company?

Well guess what!

Potential customers are searching for you, as well!

Water damage SEO is a quick, effective way to get more water damage leads. At a very fast pace.

Take a look at whose already looking for your water damage company:

  • Homeowners
  • Insurance agents
  • Plumbers
  • Tenants
  • Commercial businesses

In fact, almost 15,000 people a month search for water damage restoration nationwide.

Amount of water damage searches nationwide

In short, if you want to attract new leads and customers to your restoration business, SEO for water damage is possibly the most effective way to do so.

In this article, I’ll show you 9 step-by-step ways to attract more water damage leads and grow your water damage restoration company by getting to #1 on Google.

#1 meaning the very first result, not the first page. And how to stay there.

Create a website that converts as well as informs

The goal of your restoration website should be to get the phone to ring.

You should ask yourself…

What’s in it for the customer?

When you provide what a customer is looking for, your SEO will always reward you.

What does this mean?

Make your content easy to read

Content that is easy to read for water damage seo

Just like you were explaining to a friend – tell them what you do and how you can help. Don’t use any overly complex jargon or industry terms.

Use lists, bullet points and headers as much as possible.


Our customers are in need of help FAST! They won’t take the time to read the 2000 words on your website.

Use images as much as possible

Use images wisely to let customers know exactly how we can help them and what equipment we use.

Make your website extremely easy to navigate

One click is all it should take to be able to find what you need.

Time is important in the restoration industry. Make it easy for customers to find the help they need and in return – you get the call faster.

Fix your website structure to ensure more water damage leads

A pre-school child should be able to find what they want on your water damage website.

If they can’t, you’re never going to see success marketing online.

At the most every page on your site should only be 2-3 clicks away from the homepage.

Here’s an example of how “far” your website structure should branch out:

Let’s explain (simply) how it works:

Services (Main City)LocationsCompany PagesSchedule
Water Damage RestorationDallasAbout Us
Water Damage CleanupFt. WorthReviews
Sewage CleanupFriscoCertifications

The ultimate goal is to quickly allow your potential customers and searchers to find what they need within just a few clicks.

Structuring your site for SEO

Making your website easy for customers also makes it easier for Google.

When they crawl your site, they’ll be able to understand what it is you do and what keywords they should rank you for.

Suggested site structure:

  • One page for your main services
  • One page for each city you provide service in
  • One page for About, Reviews, etc
  • One page for contact page
  • All linked and accessible in top level menu

Rocket your websites page speed time

Page speed now matters more than ever.

For Google. And for your customers.

When someone is experience water damage, time is important. You know this and they know it even more.

Here’s a result for one of our clients.

Check our own site speed using this free tool from Google.

How to make your water damage website super fast

  • Make sure all images are compressed (we use TinyPNG)
  • Install wordpress plugins that reduce and cache your website
  • Use a hosting platform that prioritizes load times and page speed
  • Always check if changes made to your site reduce your page speed

Note: increasing the page speed of your website is usually a very technical process, so get your web developer or SEO company to help you with this.

Create city-specific service pages (so your customer feels at home)

Would you rather work with someone local or a major franchise? Most people prefer local.

Create city specific pages that speak to a customer about their location and neighborhood.

This helps you rank well in cities that you might not have an office in.


  • One page for each city you service.
  • For more conversions, try one page for each city AND each service.
  • Include relevant local information as we discuss on the next tip.

Include geo-local and neighborhood information for Water Damage SEO

When you search for something you probably expect the result to be something around you. The prevalence of “near you” type searches is increasing drastically.

These allow you to get found fast by new customers who are searching for your products and services from outside your main location.

To optimize your water restoration business for local search, you must prioritize near me searches.

How To:

  • Include contact information including phone, business name and address. (Copy what is listed on your GMB page)
  • Link to and discuss popular attractions or events happening in the cities you service.
  • Display zip codes of cities.
  • Display neighborhoods of cities.

Take a look below at how we optimize with geo-local information to increase our “near you” and “near me” searches:

Link back to your evergreen and most important content

Long lasting content or pages that heavily outrank your competitors is considered evergreen content.

It usually outranks your local competitors as well as other non-competitors.

Relevant information related to the restoration industry could include:

  • White-papers or guides about how to DIY dry homes
  • Lists about how to clean your home after water or fire damage
  • Statistics about how water can negatively affect homes

Examples you can use:

  • 10 Ways to Clean Your Home After A Fire
  • How To Prevent Water Damage Cupping To Your Wood Floors

Discuss (openly) industry and inside information (You are the expert!)

Most people don’t know what restoration is.

They don’t know how much damage water can do to their property.

It’s our job to inform them. By informing them you grow your water damage seo.

By openly explaining the dangers that come from water damage, you can position yourself as an expert on the topic.

By doing this, you let Google know that you’re an expert and you garner trust from potential customers.

Turbocharge your rankings with a video that you already have

The worlds second largest search engine, Youtube, is an easy way to rank and optimize your search engine optimization.

On top of ranking for YouTube videos you’ll also be increasing your local rankings.

Ways to increase your rankings for YouTube and SEO with video:

  • Include keywords in your video titles, descriptions, headlines, etc
  • Encourage comments and respond to comments proactively
  • Boost clicks with attractive and professional thumbnails and titles
  • Promote video content regularly to increase subscribers to your channel
  • Upload videos from job sites that you already have in your job management software.

Best content ideas for video

  • Walk arounds of job sites you’re currently estimating or that are in production
  • Client testimonials from completed water damage jobs
  • Explaining best industry practices for restoration

Optimize your Google My Business listing for restoration SEO

Did you know that Google My Business traffic now surpasses traditional organic and SEO listings?

When you optimize your Google My Business listing for water damage, you’ll own your local service area and cities around your office.

How to optimize your Google My Business listing

  1. Use the correct name, address and phone number (“NAP”) across the web.
  2. Complete your water damage business profile 100%.
  3. Update posts as much as possible.
  4. Add at least 5 of each photo category.
  5. Add all of your services and all of your service areas (by cities)

When you achieve a 100% complete listing, you’ll skyrocket your chances at ranking higher in Google My Business local packs when your customers are searching for water damage restoration and related terms.

There you have it. 9 tried, tested and verified tips to start dominate your service area and the search pages. It’s worked for us, multiple other restoration companies and it can work for you!

This Phone Script Closes 68% More Water Damage Calls

At Restoration Profits, our job is to get you more water damage leads (we’re basically the marketing equivalent of writing your phone number on a bathroom stall).

But just because you get the lead doesn’t mean it automatically turns into a sale.

Sure, sometimes you’ll get those calls to turn into instantaneous jobs.

But most of the time you’ll need to communicate with customers, trying to gather information and walking them through the restoration process.

We use custom call tracking software and listen to calls to make sure you’re getting quality leads.

We’ve analyzed thousands of phone calls, and pinpointed the exact moments when restoration companies made the sale and when they lost the lead.

Using this data, we created a free phone script so your employees can crush it in the sales department or your answering service, or even yourself.

As part of our little experiment, we handed this phone script out to restoration companies and discovered that if they used this script they converted 68% more leads into sales.

Just edit the information to match your company’s and voila— you’ve got the secret formula to phone call success!

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7 Common SEO Mistakes Restoration Businesses Need To Avoid

Okay, so you’ve created (or paid someone to create) a website for your targeted keywords, but it’s still not ranking? What’s the deal? Why aren’t you getting more restoration leads and growing your company?

SEO is tough. We get it.

But while it can be hard, you know SEO can also be extremely valuable for the growth of your restoration company, and ultimately, your bank account.

We’ve reviewed hundreds of water damage websites and created many ourselves that are extremely successful at making money, generating leads, and helping homeowners in disaster situations.

If your website isn’t performing as well as you’d like, then maybe you’re making these common, but easily fixable, search engine optimization mistakes.

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