Promoting My Business

2 minute read

In my opinion, what I have described below is a terrible way to promote and market your restoration business! This article is NOT about the Right Way to promote your business, but rather highlighting examples of very damaging strategies and actions.

The highlighted text was taken directly from the website of a restoration contractor. I’ve changed minor wording to protect the guilty. (If this is from your website… call me! I’ll help you make good changes – FREE!)

“If you call “XXXXX” you can be rest assured you’re in good hands. We’ll work directly with your homeowners insurance to take care of the water damage restoration.” If you choose “XXXXX” to handle your water damage emergency here’s what you can expect: No money out of pocket.
Direct Insurance Billing
We help with your hotel stay if you need it.
We care about your crisis.
We bring your home back to better than new condition.
We work with you and assist.
We are highly trained in water damage emergencies.

Here are the concerns and objections I have regarding this kind of website:

  • “No out of pocket money” – so your company plans to “absorb” the deductible! Today, that can often be at least $1,000 (most HO policies – now in 22 states – have a 1% or 2% deductible (based on the insured value of the home).
  • We help with your hotel stay – probably means you are saying you will pay the $100 per night hotel costs (adding another $3-500 to your overhead)
  • Direct insurance billing – means you are essentially working for the insurance company, and by natural extension you will do what the insurance adjuster wants, at his price, on his timetable. (You can’t serve two masters!)
  • We care about your crisis – means you care about their crisis. (Hmmm, it’s nice to know you care – but how does that really help?)
  • We work with you and assist you – means – well I’m not sure. (Maybe they will help you mow the lawn or shovel your sidewalk).
  • We are highly trained in water damage emergencies – means? You are more skilled that most contractors? You have more IICRC certifications?

Sadly, our websites are just electronic versions of our company literature, and even more sad is the fact that most of the bullet points of this contractor are either impossible to achieve or put you completely at the mercy of the insurance company. Plus, I haven’t even mentioned the issue of profit – or lost profit – or possibly inflating the invoice to offset all the “freebies.”

Contractors: Take Note!  The opinion of many attorneys (and many insurance companies) this is a poor or even unethical way to do business. If fact, in some states it is illegal. Even if it’s totally on the up and up – (no invoice padding) then you may be a charity or non-profit company and contractors generally don’t PLAN to be in the non-profit business!

The fact remains… you can’t do a $2,900 water damage job and forgive $1,000 deductible. Even with the higher gross margins on water damage clean-up, this kind of work is not sustainable.

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By Dick Wagner, Co-Founder The CREST Network, LLC Nationally recognized coach, consultant and trainer.

Creator of the renowned PREP™ pre-disaster program.

Owner of AskDickWagner.com blog