Tag: Water Damage Restoration

  • IICRC Van Pocket Card

    Tape this in the van. Category, Class, PPE floor, one photo. Twenty seconds. Then go to work.

    This is a free pocket card, not a certification, and not official IICRC. It does not replace S500/S520.

    What you get

    • A Notion page you can duplicate and print
    • A tiny Claude skill with the same tables (upload the zip, or paste SKILL.md into a Project)

    How to get it

    Duplicate the card here: IICRC Van Pocket Card (free Notion account, Duplicate in the top right).

    Want the Claude skill zip too? Join The Signal and reply that you want the van card.

    What this is not

    • Equipment sizing
    • A drying plan
    • Adjuster language

    Need that? The paid IICRC Protocol Lookup ($19) or the Complete Restoration Operations Kit ($97).

  • Restoration CRM Prompt Library — Claude Skill

    Restoration CRM Prompt Library — Claude Skill

    Restoration CRM Prompt Library — Claude Skill

    $19

    Delivered by email after checkout.

    Buy Now →

    Secure checkout via Square — all major cards accepted

    You can copy this library and do it yourself. The full article is already live. Paste a prompt into claude.ai, fill the brackets, edit the draft, send it. Buy Now is the packaged Claude Skill so the library lives in the project instead of a browser tab.

    The live article (do not treat this page as a replacement): AI-Assisted Email Drafting for Restoration Companies: A Claude Prompt Library.

    Who it is for: anyone at the company who writes emails. Owner, office manager, whoever runs the CRM touch calendar. No technical background. A free Claude account at claude.ai is enough. No API key. No code.

    The workflow

    1. Go to claude.ai. Create a free account if you need one.
    2. Open a new conversation.
    3. Paste a prompt. Fill the bracketed fields with real information.
    4. Claude drafts the email.
    5. Review it. Edit anything that does not sound like you. Copy it into your email platform.

    That is the entire workflow. Specific beats generic. “Write a hiring email for a restoration company” is weak. “Write a hiring email for a 12-person water and fire restoration company in Tacoma, WA that’s been in business for eight years and is known for fast response times and honest communication with insurance adjusters” is usable.

    Strategy lives in Your CRM Is Not a Lead Database. Timing lives in The 12-Month Outreach Calendar. This library is the words.

    Prompt 1: Hiring email, homeowner version

    I run [company name], a [type] restoration company in [city, state]. We’ve been in business [X] years and are known for [one or two specific things your company does well]. We currently have [number] employees and serve the [geographic area] area.
    
    I need to write a short, plain-text email to past homeowner clients who we’ve done [water damage / fire damage / mold / storm] work for. We’re currently hiring for [job title]. The goal of the email is to ask if they know anyone — family, friends, people in the trades — who might be a great fit for a company like ours. We want to reach out to trusted contacts before posting the job publicly.
    
    Tone: Personal and warm, like a note from a real person. Not corporate, not salesy. The recipient should feel like we remembered them and value their opinion specifically.
    
    Requirements: Under 150 words. Plain text (no HTML). Sign it from [owner first name] at [company name]. Include a phone number as the only contact info. No subject line needed — just the body.

    Prompt 2: Hiring email, insurance adjuster version

    I run [company name], a restoration company in [city, state]. I need to write a short email to insurance adjusters I’ve worked with on claims. We’re hiring a [job title].
    
    The tone should be collegial — peer to peer, professional but not formal. We want to reach out to trusted colleagues before posting publicly, and we’d appreciate any recommendations they might have. Keep it under 120 words. Plain text. From [owner name]. Include phone number.
    
    Do not use any of these phrases: “I hope this email finds you well,” “I wanted to reach out,” “touch base,” “circle back,” or “leverage.” Write it how a real contractor would talk to an adjuster they’ve worked with for years.

    Prompt 3: Vendor ask (specialty sub search)

    Write a short email from a restoration company owner to their contact database asking if anyone knows a reliable [trade type — e.g., drywall sub, flooring contractor, HVAC tech] in [city/region]. We have a larger project coming up and want to find a quality sub through our network before going the cold-search route.
    
    Context about our company: [2–3 sentences about your company — size, how long you’ve been in business, your service area]. The recipients are a mix of past homeowner clients, insurance industry contacts, and trade partners.
    
    Tone: Casual and direct. Like asking a trusted colleague. Under 100 words. Plain text. From [owner name]. Phone number only.
    
    Optional addition: Add one sentence at the end that invites the recipient to reach out directly if the description matches their own business.

    Prompt 4: Seasonal safety email (winter freeze)

    I run a water damage restoration company in [city, state]. I want to send a helpful, non-promotional email to past homeowner clients before freeze season. The goal is to give them genuinely useful information about preventing the kind of water damage we see most commonly in [our region] in winter.
    
    Specific things to cover: [list 3–4 real things relevant to your region]. These should be specific to [region] winters, not generic national advice.
    
    Tone: Knowledgeable and helpful, like a trusted expert checking in on a neighbor. No sales pitch, no CTA other than “if you have questions, we’re here.” Under 200 words. Include a link placeholder for [blog post URL] if they want to read more. From [owner name].

    The rest of the library (on the live article)

    Prompts 5–9 are on the live page. Use that URL. Do not treat this SKU page as a rewrite of that article.

    • Prompt 5: Post-storm check-in to past homeowners. Warm, community-focused, not a pitch. Under 120 words.
    • Prompt 6: Company anniversary or milestone. Thank the people who have been part of the journey. No CTA. No offer. Under 175 words.
    • Prompt 7: Brand-voice rewrite. Paste two real emails you have sent, then the draft, and ask Claude to make it sound like you.
    • Prompt 8: Eight subject-line options. Personal, no click-bait, no exclamation points, no “Quick question for you!”
    • Prompt 9: Batch personalization. CSV of past clients. One opening sentence per row that references job type and, if the job is older than 18 months, that it has been a while. Up to 20 rows at a time.

    Full text: tygartmedia.com/restoration-crm-claude-prompt-library.

    How to get better drafts

    • Name the phrases you do not want: “I hope this finds you well,” “reaching out,” “touch base,” “leverage.”
    • Give two sentences of real company context. History, reputation, service area, typical client.
    • Iterate in the same conversation. “Good, but make it shorter.” Do not start a new chat for every revision.
    • Ask for three versions: shorter, more formal, more casual.
    • Review everything before it sends. Claude will sometimes assume details you did not provide.

    A free claude.ai account is enough for a full annual campaign calendar. Claude Pro is not required for this use case. Store the filled-in prompts in Notion so you are not hunting them before each send. Using AI to draft is fine if you review and approve every email. The relationship still has to be yours.

    If you want the packaged skill

    The method and the live article are free to use. Buy Now is the Claude Skill package, delivered by email after checkout, so the library is installed instead of copy-pasted from the article each time. Same Square button at the top of this page.

    Related: Front door: Complete Restoration Operations Kit ($97). Stack: The Restoration.

  • AI for Water Damage Restoration — 4 Claude Skills

    AI for Water Damage Restoration — 4 Claude Skills

    AI for Water Damage Restoration — 4 Claude Skills

    $29

    Delivered by email after checkout.

    Buy Now →

    Secure checkout via Square — all major cards accepted

    You can copy these four skills and do it yourself. Paste each block into Claude Project Instructions. Use them on the next water call. Buy Now is the packaged zip / install so the project is already built when the phone rings at 2 a.m.

    Water damage restoration is a 24/7 business. The company that communicates fastest and clearest wins the job. Between emergency calls, adjuster coordination, and anxious homeowners, Claude takes the writing load off the operations team.

    How to use this

    • Claude Skills go into Claude Project Instructions.
    • Prompts work in any Claude conversation.
    • Tell it Category and Class, ETA, and what the homeowner has already been told. Vague input makes vague output.

    Create a Claude Project. Paste the skill. Answer what it asks. Review every text and letter before it sends. This is a writing assistant, not a substitute for IICRC S500 or your certified judgment.

    Skill 1: Emergency Response and Homeowner Communication Writer

    Drafts the rapid-response communications that set expectations, reduce panic, and document the first 24 hours of a loss.

    Paste into Claude Project Instructions:

    You are an emergency response communication assistant for a water damage restoration company.
    
    When I describe an active loss, produce:
    
    FIRST CONTACT (phone follow-up text): We're on our way. ETA, who's coming, what to do right now. Under 100 words. Fast and reassuring.
    
    ON-SITE FINDINGS SUMMARY: What we found, what we're doing right now, what happens next. Plain English. Under 150 words. Send within the first hour.
    
    24-HOUR UPDATE: Moisture readings summary (plain language, not numbers), drying equipment placed, expected drying timeline, what the homeowner needs to do. Under 175 words.
    
    DAILY MOISTURE UPDATE: Progress, anything notable, adjusted timeline if needed. Under 100 words.
    
    EQUIPMENT REMOVAL NOTICE: Drying is complete. What was achieved. What happens next (demo, rebuild, clearance). Under 100 words.
    
    Tone: fast, expert, calm. In a water emergency, the restoration company that communicates well becomes the trusted partner for everything that follows.

    Example prompt: “Write a text message to send to a homeowner who just called our emergency line. We’re dispatching a crew. ETA is [X] hours. What they should do right now to minimize damage. Under 120 characters if possible.”

    Example prompt: “A homeowner has a Category 3 sewage backup in their basement. Write a plain-English explanation of what that means for health and safety, why we have to treat it differently than clean water, and what the remediation process involves. Honest without being terrifying. Under 175 words.”

    Skill 2: Insurance Adjuster Communication Writer

    Produces the mitigation documentation, photo narrative summaries, and supplement requests that keep claims moving.

    Paste into Claude Project Instructions:

    You are an insurance documentation assistant for a water damage restoration company.
    
    When I describe a water loss and our scope, produce:
    
    MITIGATION SUMMARY: What was found, Category and Class of water loss, what was done and why, equipment placed, drying standard referenced (IICRC S500). Technical but clear. Under 300 words.
    
    PHOTO NARRATIVE: Written descriptions for the documentation photo sequence — each photo type with a one-sentence caption template I can use. Organized by area.
    
    SUPPLEMENT REQUEST: What was found during mitigation that wasn't visible initially. Itemized, with rationale. Professional and factual.
    
    DELAY JUSTIFICATION: When we need to proceed before adjuster approval for health/safety reasons. Documented, professional, covers our position.
    
    ADJUSTER FOLLOW-UP: Professional check-in when we haven't heard back. States what we're waiting on and impact on the homeowner.
    
    Always: factual, documented, professional. Supplement disputes are resolved through evidence.

    Example prompt: “The insurance carrier is disputing the replacement value of [item type] damaged in the loss. Write a professional response that documents the basis for our valuation and requests reconsideration. Factual, not emotional. Under 150 words.”

    Skill 3: Contents and Rebuild Communication Writer

    Handles pack-out, demo scope, rebuild timeline, and walkthrough communications after the drying phase.

    Paste into Claude Project Instructions:

    You are a project communication assistant for a water damage restoration company.
    
    When I describe a post-mitigation situation, draft:
    
    CONTENTS PACK-OUT NOTICE: We need to move and protect contents. What happens, where things go, how the inventory process works, when they get it back. Reassuring and specific. Under 150 words.
    
    DEMO SCOPE EXPLANATION: What needs to come out, why, and what the space will look like during the work. Plain English. Under 150 words.
    
    REBUILD TIMELINE: What the reconstruction process involves, who does what, realistic timeline with caveat for material lead times and permits. Under 200 words.
    
    COMPLETION WALKTHROUGH GUIDE: What to inspect at final walkthrough, how to note punch list items, our warranty terms, how to reach us. Professional close.
    
    INSURER REBUILD UPDATE: Progress report for the carrier on reconstruction. Factual, organized by trade, with current completion percentage.
    
    Ask me: scope, timeline, any notable complications, what the homeowner has been told.

    Give it the real scope and what the homeowner has already heard. Do not let it invent a timeline you cannot keep.

    Skill 4: Referral Network and Emergency Preparedness Content

    Drafts plumber, roofer, and property manager outreach, plus the educational notes that put you first in the phone when water hits.

    Paste into Claude Project Instructions:

    You are a referral and content assistant for a water damage restoration company.
    
    When I describe an outreach or content need, produce:
    
    PLUMBER/ROOFER OUTREACH: We're a trusted restoration partner. How the relationship works, what we provide their clients, how referrals work. Peer-to-peer. Under 100 words.
    
    PROPERTY MANAGER OUTREACH: 24/7 emergency response, direct insurance billing, fast documentation for their records. What makes us the right call at 2am. Under 100 words.
    
    EMERGENCY PREPAREDNESS CONTENT (blog, 400 words): What homeowners should do in the first hour of a water emergency. Step by step. Practical. Ends with when to call a professional.
    
    STORM RESPONSE POST: After a weather event. What to watch for. When to call. Urgent but not alarmist. Under 100 words. Timely.
    
    Ask me: audience, loss type if specific, geographic area, any credential to reference.

    Example prompt: “Write an outreach email to a real estate agent in [city] about our water damage restoration services for transactions where damage is discovered during inspection. Cover our speed, documentation quality, and experience working within real estate timelines. Under 120 words.”

    Optional: Books for Bots

    Upload to a Claude Project if you write them:

    • Company Context Sheet: name, service area, certifications (IICRC WRT, ASD, FSRT), equipment inventory, communication approach.
    • Water Loss Categories and Classes in Plain English: how you explain Category 1/2/3 and Class 1–4 drying to homeowners and adjusters.
    • Insurance Communication Standards: documentation standards, supplement philosophy, coverage disputes.

    If you want the packaged files

    The four skills are on this page. Buy Now is the packaged zip / install, delivered by email after checkout, so the Project Instructions are ready when the next water call comes in. Same Square button at the top of this page.

    Related: Front door: Complete Restoration Operations Kit ($97). Stack: The Restoration.

  • Job-Costing Gap-Finder

    Job-Costing Gap-Finder

    Job-Costing Gap-Finder

    $39

    Delivered by email after checkout.

    Buy Now →

    Secure checkout via Square — all major cards accepted

    You can copy this method and do it yourself. Pull last 10 closed jobs. Enter estimate vs actual. Tag the leak bucket. Sort the losers. Buy Now is the packaged Notion table with the columns and formulas already built, so you are not making the spreadsheet from a blank grid.

    This is the $39 utility on the profit-leak spine. Compare estimate (or Xactimate) vs actual cost on a sample of recent jobs. Surface margin leak by line category. Natural next step when the Profit Leak Scorecard says Zone 2 (job costing & margin) is your worst zone.

    Why the lag kills you

    By the time most owners know a job lost money, they have already done six more like it. Cash in the bank is timing. Gross margin per job is the only number that tells the truth, and most $1M-$15M shops cannot name it until the bookkeeper closes the month three or four weeks later.

    You do not lose money on one weird job. You lose it on a type of job you keep taking. The playbook’s example: a 30% water-mit job that needed 45%, run forty of them on $600K of revenue, and you gave away $90,000 of gross profit. A bad pattern, not a bad month. Fast costing exposes the pattern.

    The table to build

    One row per job. These columns:

    • Job (name or file number)
    • Loss Type: Water, Fire/Smoke, Mold, Storm, Contents, Reconstruction, Other
    • Invoiced $
    • Estimated Cost $
    • Actual Cost $
    • Labor Over/Under $
    • Equipment Over/Under $
    • Materials Over/Under $
    • Subs Over/Under $
    • Cost Variance $: estimated cost minus actual cost (formula)
    • Gross Margin %: (Invoiced – Actual Cost) ÷ Invoiced (formula)
    • Biggest Leak: Labor, Equipment, Materials, Subs, Scope/Estimate, or None
    • Notes: who estimated, which crew, anything that explains the gap

    Do not clean the numbers up. Enter what actually happened.

    The four cost buckets

    Labor is the #1 leak, three ways. Hours running over estimate. Unbilled drive and idle time (truck leaves at 7, tarp goes down at 9:15). Crews stretching a “full day” on T&M. None of it shows unless you cost labor against the estimate, job by job.

    Equipment is the silent under-track. Units sitting on a job that closed days ago, still not picked up, never billed for the extra dry days. You own 40 air movers; on any given week some are “lost” on completed jobs, off-rent, earning nothing.

    Materials is smaller but real. Over-ordering, the partial pallet that walks off, the antimicrobial you used and forgot to line-item. A 5-8% materials slippage on a materials-heavy reconstruction job adds up across a year.

    Subs is margin compression you agreed to. Sub invoice higher than what you billed the carrier. Verbal scopes. Change orders not documented. A 10% markup when the job needed 20%.

    How to run ten jobs

    1. Pull invoices, labor hours, equipment logs, and sub invoices for your last 10 closed jobs.
    2. Enter one row each. Invoiced, estimated cost, actual cost, and the four over/under columns.
    3. Let Gross Margin % and Cost Variance $ calculate. Sort low margin to high. The jobs at the top are the money-losers. Name them.
    4. Cross-check labor. Flag every job where actual hours beat estimate by more than 10%. Look for the pattern: same job type, same crew, same estimator.
    5. Tag Biggest Leak on each row. Be honest. If the work was performed and never priced, that is Scope/Estimate, not Labor.
    6. Pick the one money-loser with the biggest gap. Write a single sentence: what leaked, and in which bucket. That sentence is your first plug.

    Catch the loser at 50%, not at month-end

    On every significant job, run a mid-job margin check at the halfway point. Pull actual labor hours and equipment days to date. Compare them against where they should be for percent complete. If a $40K job is 50% done and you have already spent 70% of the labor budget, you have a right-now problem: tighten the crew, escalate the scope with the adjuster, or stop the bleed.

    Close-out cost within 3-5 days of the final visit. Every job. No exceptions. While the crew remembers, while the equipment log is fresh, while you can still bill the carrier for that supplement. That turns job costing from a rear-view report into a steering wheel.

    If Scope/Estimate keeps winning

    Filter Biggest Leak = Scope/Estimate. Sort by Cost Variance. Group by Loss Type and by estimator (use Notes). You are hunting the repeating miss: detach & reset, PPE, monitoring labor, containment, equipment days, after-hours, content manipulation. Name the estimator-plus-job-type combination with the biggest consistent negative variance. That is this week’s coaching conversation.

    What good looks like

    • Gross margin ≥ 45% on a blended basis, and you know it by number, not by feel.
    • Job margin known within days of close, not weeks.
    • No surprise losers. Every significant job gets a mid-job check.
    • Labor costed against estimate on every job. Equipment never sits off-rent on a closed file.

    Log this batch’s blended margin as your baseline. Update it monthly so margin is a trend line you watch.

    If you want the packaged table

    You can build the columns in any spreadsheet. Buy Now is the Notion database delivered by email after checkout: the fields, the Loss Type and Biggest Leak selects, and the Gross Margin % and Cost Variance formulas already in. Duplicate it and enter the ten jobs. Same Square button at the top of this page.

  • Google Ads Analysis

    Google Ads Analysis

    Google Ads Analysis

    $250

    Delivered by email after checkout.

    Buy Now →

    Secure checkout via Square — all major cards accepted

    You can copy this method and do it yourself. Split campaigns by service. Load negatives before you spend another week. Match every landing page to its ad group. Compute fully-loaded cost per acquired job, not just CPC. Buy Now is the packaged analysis delivered by email after checkout, so you are not assembling the read from a blank spreadsheet.

    Restoration PPC is an engineering problem, not a set-it-and-forget-it expense. Emergency water-damage keywords have been reported as high as $250 per click in competitive metros. Average emergency restoration keywords more commonly land in the $40-$150 range depending on geography. At those CPCs, structure and landing pages decide whether the phone pays you or you subsidize the auction.

    How to run the analysis

    1. Open the account. List every campaign, ad group, and the landing URL each ad actually hits.
    2. Mark the single-campaign trap if you see it: one campaign, one ad group, water / mold / fire / flood keywords fighting each other, every ad pointing at the homepage.
    3. Pull Search Terms for the last 30-60 days. Tag wasted queries (jobs, DIY, training, equipment rental).
    4. Check bidding against conversion volume. Under 30 conversions a month in a campaign is a different tool than 30+.
    5. Open each landing page on a phone. Does the H1 match the ad? Is click-to-call above the fold?
    6. Write fully-loaded cost per acquired job by channel: spend ÷ booked jobs from that channel, then layer close rate. CPC from the dashboard is not that number.

    1. Kill the single-campaign trap

    The most common setup: one campaign, one ad group, a mix of water damage, mold removal, fire restoration, and flood cleanup keywords all fighting each other. Every click gets the same generic ad. Every ad points to the homepage.

    Quality Score is built on expected click-through rate, ad relevance, and landing page experience. When you stuff water damage and fire restoration into the same ad group, ad relevance tanks for both. A Quality Score of 9 can outrank a competitor bidding twice as much at a 5. Poor structure can inflate CPC by 30% or more while delivering fewer qualified leads.

    Split by service. Each ad group 10-20 tightly related keywords. Every keyword in the group has to fit the same ad and the same landing page. If they do not, split them.

    • Campaign 1. Emergency water damage. Ad groups for emergency water extraction, burst pipe, basement flooding, sewage backup. Separate ad copy. Landing page that opens with emergency water damage, not the homepage.
    • Campaign 2. Fire and smoke restoration. Fire damage, smoke damage, soot removal. Different call to action. Fire jobs are longer projects, a different sales conversation.
    • Campaign 3. Mold remediation. Mold testing, black mold removal, mold inspection. Often a separate buyer with a different timeline.

    Give Performance Max its own campaign and its own budget if you run it. PMax black-box reporting will otherwise hide whether Search is working.

    2. Negative keywords: the bill you are not seeing

    Most restoration PPC campaigns have a weak or nonexistent negative list. Every day without one, you pay for job seekers (“water damage restoration jobs near me”), DIY researchers (“how to do water damage restoration yourself”), students looking for training, and equipment renters who are not calling you for service.

    Campaigns that actively manage negatives see a reported 10-20% lower wasted spend and a 5-15% conversion-rate lift. On a $10,000/month budget, that is $1,000-$2,000 a month currently going to irrelevant clicks.

    Build a seed negative list before the campaign launches. Pull Search Terms weekly for the first 60 days. Add exact-match negatives first. Only go broader if the data supports it. Over-blocking with broad-match negatives will starve volume you actually want.

    3. Bidding: stop fighting the machine

    A large share of Google Ads spend now runs through Smart Bidding (Target CPA, Target ROAS, Maximize Conversions). Advertisers using AI bidding have been reported at roughly 22% lower cost per conversion versus manual CPC on average. For restoration, the right tool depends on data:

    • Under 30 conversions per month in a campaign. Maximize Clicks with a CPC cap while you accumulate signal. Smart Bidding starved of conversions produces garbage.
    • 30+ conversions per month. Move to Target CPA. Set the target from actual job margins, not aspirational ones. If a water job averages $12,000 and you close 25% of qualified leads, a $300 CPL target can still profit. If you close under 15%, fix sales before you fix bidding.
    • Large campaigns with consistent job data. Target ROAS becomes viable only if revenue tracking is actually wired into Google Ads. Most restoration accounts do not have that configured.

    The problem is rarely the channel. It is losing track of where the leads went after the phone call.

    4. The landing page has to match the ad

    If the ad says “Emergency Basement Flooding, 24/7 Response” and the landing page is the homepage with a hero of a happy family and a form below the fold, you are burning the click you just paid for.

    A restoration PPC landing page needs: the emergency service name in the H1 above the fold; a click-to-call number prominent on mobile; a response-time claim only if you can back it up; one short form (name, phone, zip, issue); proof (reviews, IICRC, insurance logos).

    Do not send PPC traffic to the homepage. Do not build one landing page for all services. Match the ad to the page, the page to the ad group, the ad group to the keyword cluster. That chain is where Quality Score lives.

    5. Channel mix and the number that actually matters

    Three channels do the heavy lifting. LSA (pay per qualified call; reported restoration CPL roughly $80-$200 depending on the write-up) is the highest-ROI paid lever for most residential operators, with a catch: Google ended credits for “job type not serviced” and “geo not serviced” in 2025, so junk leads come out of your pocket. Search Ads (reported CPL $150-$400+ structured, $400-$700+ not) buy control LSA does not have: commercial work, specific service lines, overflow when LSA hits a daily cap, brand defense. If you are spending more than $5,000 a month on Search and you do not have LSAs set up, that is the first fix. SEO is the compounding asset. Restoration SEO in competitive metros typically takes 12-18 months. Treat reported ranges as ranges, not promises.

    Cost-per-lead is the number every vendor reports. The number that matters is fully-loaded cost per acquired job: CPL divided by channel-specific close rate, plus CSR labor on the call, plus processing, minus franchise or TPA fee if it applies. Most shops have CPL from the platform and revenue from the job software, and the two systems have never talked. Fix that before you change a single bid.

    Budget ballparks (Search only, reported)

    • Mid-size market (pop. 200K-500K): $3,000-$6,000/month to generate 15-30 leads
    • Major metro (pop. 1M+): $8,000-$15,000/month to maintain consistent visibility
    • Specific suburb or tight service area: $1,500-$3,000/month if geo is tight and Quality Score is managed

    These are Search figures. They are ballparks from the published method, not a quote for your market.

    Done when

    You can show separate service campaigns, a negative list with at least 50 entries, a dedicated landing page for each major service, and a fully-loaded acquired-job cost by channel. If your current agency cannot show those four, the account is not being run as an engineering problem.

    If you want the packaged analysis

    You can run the six steps from the outline above on your own login. Buy Now is the analysis delivered by email after checkout. Same Square button at the top of this page.

    Marketing and operational read only. Not a media-buy, legal, or insurance engagement. Reported CPC and CPL ranges move by metro and by month. Use your own numbers.

  • Albi vs DASH for Water Damage Restoration Companies: 2026 Comparison

    Albi vs DASH for Water Damage Restoration Companies: 2026 Comparison

    Water damage restoration is a distinct segment of the restoration market. The workflow is moisture-driven — readings, drying curves, equipment logs, IICRC compliance — and the job type demands tools that were built with mitigation in mind, not just general construction project management. This comparison looks at how Albi and Cotality DASH handle water damage work specifically, using only data from each vendor’s own site.

    All data sourced from albiware.com and cotality.com, June 9, 2026.

    Head-to-head for water damage restoration

    Factor Albi Cotality DASH
    Moisture tracking ✅ DryBook 2.0 — built in ✅ Via Cotality Mitigate (native integration)
    IICRC S500 alignment Yes (DryBook) Yes (Mitigate + Compliance Manager)
    Xactimate integration Pro seats only ($100/seat/mo) Yes (native, all plans)
    Insurance/TPA workflow Moderate — open API + Xactimate on Pro Strong — native Cotality ecosystem + Claims Connect
    Mobile offline mode Albi Mobile (sync when online) True offline — saves locally, syncs later
    Pricing $60 Base / $100 Pro per seat/month; $6K/yr min Contact for quote: (866) 774-3282
    Minimum commitment $6,000/year (4 seats) No public minimum — contact Cotality
    QuickBooks Online + Desktop (Pro seats) Online + Desktop
    Encircle integration Yes Yes
    CompanyCam Yes Not listed on vendor site
    Support response time 7-minute average (per albiware.com) Contact support at cotality.com/support
    Customization High — built by restorers for restorers Moderate — workflow follows DASH structure

    Albi’s water damage strengths

    Albi was built by restoration contractors, and the water damage workflow shows it. DryBook 2.0 is a purpose-built moisture tracking tool built directly into the Albi platform — not a third-party integration. Field techs log moisture readings, track drying equipment placement, and document the drying curve without switching apps. This matters because moisture documentation is the core evidence for insurance claims on water damage jobs.

    Albi also includes Albi Capture, a newer floor plan tool that’s useful for documenting affected areas precisely. For water damage documentation, accurate floor plans that map equipment placement and affected zones are increasingly expected by carriers.

    The customization angle is real for water damage shops with specific workflows. Albi lets you build custom fields, custom report templates, and custom stages that mirror exactly how your company documents a Category 3 water loss differently from a Category 1. DASH enforces more standardized structure.

    One hard number: Albi’s published support response time is 7 minutes (per albiware.com). For water damage work where a field tech encounters a documentation question mid-job, that matters more than it would for a slower construction workflow.

    DASH’s water damage strengths

    DASH’s advantage on water damage is the insurance side of the equation. The Compliance Manager builds carrier-specific documentation requirements into field checklists — before your tech leaves the job, DASH has guided them through exactly what the carrier needs. For high-volume insurance water damage work (burst pipes, appliance failures routed through Contractor Connection or similar TPAs), this reduces supplement disputes and documentation rejections.

    For mitigation-specific workflow, Cotality offers Cotality Mitigate as a native add-on — it handles moisture mapping, equipment tracking, and IICRC S500-aligned drying documentation, and feeds directly into the DASH job file. Running both as part of the Cotality ecosystem means your mitigation data lives alongside your job file without import/export friction.

    The offline mobile capability is also a real differentiator for water damage work. Water-damaged structures — flooded basements, saturated wall cavities, HVAC shutdowns — frequently have poor cellular coverage. DASH’s mobile app saves documentation locally and syncs when service returns. Field techs can capture photos, readings, and notes even without a signal.

    The decision for water damage operators

    If your water damage book is primarily insurance-driven (30%+ of revenue from carriers/TPAs) and you work with Contractor Connection, Code Blue, or Cotality-ecosystem TPAs, DASH is the stronger choice. The carrier integration depth and Mitigate add-on are built for this exact workflow.

    If your water damage work is retail-heavy, or you want deep customization in how you document and report mitigation workflows, or you’re a growing shop that values responsive support and transparent per-seat pricing, Albi is the stronger starting point. DryBook 2.0 is purpose-built, and the $6K annual minimum is knowable — you can budget for it without a demo-call sales process.

    Frequently Asked Questions

    Is Albi or DASH better for water damage restoration companies?

    It depends on your revenue mix. DASH (Cotality) is better if you derive 30%+ of revenue from insurance carriers and TPAs — its native Xactimate/XactAnalysis connection and Cotality property data ecosystem give it structural advantages for insurance workflow. Albi is better if you are retail-heavy, want a customizable platform, or need built-in moisture mapping tools like DryBook 2.0. Albi was built by restoration contractors specifically for the water damage workflow.

    Does Albi have moisture tracking for water damage jobs?

    Yes. Albi includes DryBook 2.0, a dedicated moisture tracking and drying management tool built into the platform. It tracks moisture readings, drying equipment, and IICRC S500-aligned documentation for water damage jobs. This is part of the core Albi platform, not an add-on.

    Does DASH have water mitigation tools?

    Yes. Cotality offers a separate product called Cotality Mitigate specifically for water mitigation workflow — it is distinct from DASH but integrates natively with it. DASH also connects natively with Cotality Mitigate for contractors who want both job management and dedicated mitigation documentation in one ecosystem.

    How much does Albi cost for a water damage restoration company?

    Per albiware.com/albi-pricing as of June 2026: Base seats are $60/user/month (field technician features including DryBook 2.0 and field documentation). Pro seats are $100/user/month (adds invoicing, Xactimate/XactAnalysis integration, advanced CRM, accounting integrations). Minimum annual subscription is $6,000 (4 seats required: 2 Base + 2 Pro). Onboarding starts at $1,000 one-time.

    What is Cotality DASH’s water mitigation integration?

    Cotality DASH integrates natively with Cotality Mitigate, a dedicated software product for water mitigation workflow. Mitigate handles moisture mapping, equipment tracking, and IICRC S500-aligned drying documentation. Running both DASH and Mitigate from the same Cotality ecosystem means mitigation data flows directly into the job file without manual entry.

    Does Albi integrate with Xactimate for water damage estimates?

    Yes, on Pro seats. Per albiware.com/albi-pricing, Albi Pro seats ($100/user/month) include Xactimate and XactAnalysis integration. If you’re writing Xactimate estimates for water damage jobs and submitting them to XactAnalysis for carrier review, you need Pro seats for your estimating staff. Base seats ($60/user/month) do not include Xactimate.

    Which platform has better mobile tools for water damage field crews?

    Both are strong. DASH’s mobile app has true offline mode — documentation saves locally and syncs when cellular is restored, which matters in water-damaged structures with poor connectivity. Albi Mobile covers time clock, scheduling, field documentation, moisture readings via DryBook, and photo capture. For crew-heavy water damage shops, Albi’s combined DryBook + mobile workflow is purpose-built for the job type; DASH’s offline reliability is the edge in connectivity-challenged environments.


  • Why Your Google Ads for Restoration Are Bleeding Money (And How to Fix the Campaign Structure)

    Why Your Google Ads for Restoration Are Bleeding Money (And How to Fix the Campaign Structure)

    Water damage restoration keywords hit $250 per click in competitive markets. Fire restoration, mold remediation, biohazard cleanup – they’re not far behind. If you’re running Google Ads with a dumped-together campaign and hoping the phone rings, you are subsidizing your competitors’ retirement.

    The restoration owners who actually make PPC work aren’t necessarily spending more. They’re spending smarter. This is what their campaigns look like – and where the common setups fall apart.


    The Single-Campaign Trap

    The most common setup I see: one campaign, one ad group, a mix of water damage, mold removal, fire restoration, and flood cleanup keywords all fighting each other. Every click gets the same generic ad. Every ad points to the homepage.

    Here’s why that’s expensive. Google’s Quality Score – which directly sets your cost per click – is built on three signals: expected click-through rate, ad relevance, and landing page experience. When you stuff water damage and fire restoration into the same ad group, your ad relevance tanks for both. A restoration company with a Quality Score of 9 can outrank a competitor bidding twice as much with a Quality Score of 5. Poor structure can inflate your CPC by 30% or more while delivering fewer qualified leads.

    The fix is not complicated, but it requires discipline:

    • Campaign 1 – Emergency Water Damage: Ad groups for emergency water extraction, burst pipe, basement flooding, sewage backup. Separate ad copy for each. Landing page that opens with emergency water damage, not your homepage.
    • Campaign 2 – Fire and Smoke Restoration: Fire damage, smoke damage, soot removal. Different calls-to-action – fire jobs are longer projects, different sales conversation.
    • Campaign 3 – Mold Remediation: Mold testing, black mold removal, mold inspection. This is often a separate buyer with a different timeline.

    Each ad group should have 10-20 tightly related keywords. Every keyword in the group needs to logically fit the same ad and the same landing page. If they don’t, split them.


    What CPCs Actually Look Like in 2025-2026

    Emergency restoration keywords in competitive metros – Atlanta, Dallas, Phoenix, Miami – routinely hit $80-$150 per click. Premium terms like “emergency water damage restoration” have been reported as high as $250 per click in certain markets.

    At those CPCs, your cost per lead depends almost entirely on your landing page conversion rate. A page converting at 8% on a $100 CPC keyword produces a $1,250 cost per lead. Tighten that to 15% conversion and you’re at $667 per lead. On a $15,000 water damage job, either number can work – if you close it. On a $3,500 mold job, you need to be much more careful about which keywords you’re running.

    Average lead costs by channel, for context:

    • Google LSA (Local Services Ads): $100-$200 per verified lead in most markets
    • Google PPC (traditional Search Ads): $200-$400 per qualified lead when structured properly; $400-$700+ when not
    • Organic SEO (year 3+): Under $25 per lead once content and authority are built

    This is not a case against PPC. It’s a case for understanding what you’re buying. LSA leads are cheaper but lower volume and dependent on Google’s automated credit system. PPC gives you scale and control – but the control only works if your campaigns are set up to exercise it.


    Negative Keywords: The Bill You’re Not Seeing

    Most restoration PPC campaigns have weak or nonexistent negative keyword lists. Every day your campaign runs without them, you’re paying for clicks from job seekers searching “water damage restoration jobs near me,” DIY researchers searching “how to do water damage restoration yourself,” students searching for training programs, and equipment renters who aren’t calling you for service.

    Campaigns that actively manage their negative keyword list see 10-20% lower wasted spend and 5-15% improvement in conversion rate. On a $10,000/month ad budget, that’s $1,000-$2,000 per month currently going to irrelevant clicks.

    Build your seed negative list before the campaign launches. Pull your Search Terms Report weekly for the first 60 days. Add exact match negatives first; only go broader if the data supports it. Over-blocking with broad match negatives will starve your campaign of volume you actually want.


    Bidding Strategy: Stop Fighting the Machine

    78% of Google Ads spend now runs through Smart Bidding – Target CPA, Target ROAS, Maximize Conversions. Advertisers using AI bidding report roughly 22% lower cost per conversion compared to manual CPC on average.

    For restoration companies, the right bidding strategy depends on your data:

    • Under 30 conversions per month in a campaign: Use Maximize Clicks with a CPC cap while you accumulate data. Smart Bidding needs signal to work; starving it on a new campaign produces garbage results.
    • 30+ conversions per month: Move to Target CPA. Set your target based on actual job margins, not aspirational ones. If a water damage job averages $12,000 and you close 25% of qualified leads, you can afford a $300 CPL target and still profit. If you’re closing less than 15%, fix your sales process before you fix your bidding.
    • Large campaigns with consistent job data: Target ROAS becomes viable, but you need accurate revenue tracking wired into Google Ads – something most restoration companies don’t have configured properly.

    A qualified water damage lead that converts to a full job is a 14x-100x return on ad spend. The problem is rarely the channel – it’s losing track of where the leads went after the phone call.


    The Landing Page Problem Nobody Talks About

    You’ve fixed the campaign structure, added negatives, set a Target CPA. Your CPC is still $90. You’re still not closing leads.

    Check your landing page. If your ad says “Emergency Basement Flooding – 24/7 Response” and your landing page is your homepage with a hero image of a happy family and a form below the fold, you’re burning the top-of-funnel work you just paid for.

    A restoration PPC landing page needs: the emergency service name in the H1 above the fold, a click-to-call phone number prominent on mobile, a response time claim if you can back it up, one short form (name, phone, zip, issue), and proof elements – reviews, IICRC certification, insurance logos.

    Do not send PPC traffic to your homepage. Do not build one landing page for all services. Match the ad to the page, the page to the ad group, the ad group to the keyword cluster. That chain is where Quality Score lives.


    Budget Sizing for Competitive Markets

    Ballpark monthly budgets to be competitive on emergency restoration keywords:

    • Mid-size market (pop. 200K-500K): $3,000-$6,000/month to generate 15-30 leads
    • Major metro (pop. 1M+): $8,000-$15,000/month to maintain consistent visibility
    • Specific suburb or tight service area: $1,500-$3,000/month if geo-targeting is tight and Quality Score is managed

    These are Search campaign figures only. If you’re also running Performance Max, give it a separate campaign and separate budget so you can see what your Search investment is actually doing. PMax’s black-box reporting will otherwise obscure whether Search is working.


    Bottom Line

    Google Ads works for restoration companies that treat it as an engineering problem, not a set-it-and-forget-it expense. The contractors winning on PPC have siloed campaigns by service, loaded negatives before launch, let Smart Bidding mature on real conversion data, and matched every landing page to its ad group.

    The ones losing money are running one campaign, one ad group, a hundred keywords, and pointing everything at a homepage built by someone who has never answered a restoration emergency call.

    If your current PPC agency can’t show you separate service campaigns, a negative keyword list with at least 50 entries, and a dedicated landing page for each major service – find one that can. At $100+ per click, the cost of a weak setup compounds fast.

  • Restoration Google LSA Changes: Verified Badge & Disputes

    Restoration Google LSA Changes: Verified Badge & Disputes

    If you have been running Google Local Services Ads (LSAs) for your restoration company for more than a year, the platform you’re managing today is not the one you signed up for. Two changes that landed in late 2025 quietly rewrote the economics of LSAs for restoration contractors — and most owners I talk to are still operating on outdated assumptions. The badge you bragged about is gone. The dispute process you relied on to claw back bad leads is gone. And the insurance trap that can silently kill your campaign is bigger than ever. Here is what actually changed and what you should do about it.

    The badge consolidation: “Google Guaranteed” is now “Google Verified”

    Effective October 20, 2025, Google folded its three trust badges — “Google Guaranteed,” “Google Screened,” and “License Verified by Google” — into a single unified “Google Verified” blue checkmark. For restoration owners who spent months getting the green Google Guaranteed badge and then put it on their trucks and websites, this matters. The badge you earned still exists, it just looks different and means something slightly different now.

    The verification requirements themselves haven’t loosened. You still pass a background check (Google runs this free through its partner Evident), and Google still verifies your license and insurance. Reported approval timelines run roughly three to four weeks once your documents are submitted — budget for that lag if you’re launching into a busy season.

    The money-back guarantee is dead — and that changes your pitch

    Here’s the change almost nobody talks about: the consumer money-back guarantee that was the whole point of the “Google Guaranteed” name was discontinued on November 7, 2025. Under the old program, if a customer was unhappy with a job booked through LSAs, Google would reimburse them up to a lifetime cap. That backstop is gone.

    Why should a restoration owner care? Because if your sales process or your website copy still leans on “we’re backed by Google’s money-back guarantee,” you are now making a claim that is no longer true. Audit your marketing materials. The badge now signals verification — that you are who you say you are, licensed and insured — not a satisfaction guarantee. That’s a meaningful difference in how you should position it to a homeowner who just had a pipe burst.

    The bigger story: manual lead disputes are gone

    This is the change that hits your wallet directly. For years, the LSA model let restoration contractors manually dispute junk leads — wrong number, spam, a caller looking for a service you don’t offer, a job outside your service area — and recover a meaningful share of those charges. Reports from contractors who worked the old system suggest manual disputes recovered credits on a solid majority of flagged bad leads when documented well.

    Google removed manual disputes in 2024 and replaced them with an automated credit system. Here’s how it works now: Google’s machine learning reviews leads, typically within about 72 hours of being charged, and automatically applies credits for leads it deems invalid, with credits generally appearing within roughly 30 days. You no longer build a case and submit it. The algorithm decides.

    Two limitations matter enormously for restoration:

    • “Job type not serviced” and “geo not serviced” leads are no longer creditable. If a caller wants mold remediation and you only do water mitigation, or the job is two counties away, Google will not credit that charge anymore. Restoration owners across the home-services space have reported receiving out-of-area and out-of-category leads with no recourse — and that’s now baked into the system, not a glitch.
    • The automated system is reportedly less generous. Practitioner estimates put the current automated credit rate well below what manual disputes used to recover. You will eat more bad-lead cost than you used to. Plan your cost-per-acquisition math accordingly.

    The one lever you still have: rate every lead

    The “Rate this lead” feedback tool in your LSA dashboard is not a customer-satisfaction survey — it’s the primary input the automated credit engine uses. Marking a lead as “Very dissatisfied” with a specific, accurate reason is reportedly the most reliable way to nudge a credit. The discipline here is operational: whoever answers your LSA calls needs a standing instruction to rate every single lead the same day, with notes. If you’re not rating leads, you’ve handed the algorithm zero signal and you’re leaving credits on the table.

    The silent campaign-killer: your insurance certificate

    Here is the trap that takes down more restoration LSA accounts than bad creative ever will. Google periodically re-checks the license and insurance on file in your LSA account. When your general liability policy renews and you don’t upload the new certificate, Google can pause your ads automatically — no warning email that most owners notice, no grace period you can count on. For a restoration company, an unexplained pause during storm season is real revenue walking out the door.

    The fix is trivial and free: set a calendar reminder for two weeks before your GL policy renews each year to upload the fresh certificate of insurance into your LSA account. This single recurring task prevents the most common avoidable outage in the channel.

    What this costs you in restoration

    For context on the stakes: water damage restoration sits at the expensive end of LSAs because the jobs are big and contractors bid the channel up. Reported cost-per-lead figures for water damage restoration commonly land in roughly the $75–$200 range depending on market competition, with some sources citing $300+ per call in the most aggressive markets. Cost per acquired job is reported in the rough range of $200–$800. With restoration margins what they are, those numbers can still pencil out — but only if you’re not silently absorbing uncreditable junk leads and only if your account never goes dark over a lapsed insurance cert. The platform changes above all push in the same direction: the margin of error on LSA management got thinner in late 2025.

    The bottom line

    If you run LSAs for a restoration company, do three things this week. First, scrub any “money-back guarantee” language from your marketing — it’s no longer accurate. Second, make daily lead-rating a non-negotiable task for whoever fields your LSA calls, because rating is now your only real influence over credits. Third, put a recurring two-weeks-before-renewal reminder on the calendar to update your insurance certificate. None of these cost a dollar, and together they protect the most expensive lead channel in your marketing budget from the changes Google made while you weren’t watching.

  • Xactimate Supplement Audit: 7 Missed Water Mitigation Items

    Xactimate Supplement Audit: 7 Missed Water Mitigation Items

    Most water mitigation supplements get killed not because the work wasn’t done, but because the line items were never written down. If you’re running a restoration company and watching your margin bleed out on Category 2 and Category 3 jobs, there is a near-certainty that your initial Xactimate sketch is missing four to seven line items that your crews actually performed. The desk adjuster never saw them. So they never approved them. And your gross margin took the hit.

    This is the Xactimate supplement audit your estimator probably isn’t running. Walk through it before you submit your next water loss, and then walk through it again before you accept a partial denial.

    Why supplements get killed

    The honest reason most supplements come back partially approved or denied is that they arrive looking like an afterthought. A clean Xactimate file that uses the carrier’s current price list, includes photo documentation tied to each line item, and matches the scope to the loss category gets reviewed apples-to-apples. A supplement that arrives as a PDF list with no photos and no sketch revision gets reviewed as a request for more money. Those are two very different conversations.

    If you want approvals to move faster, every supplement needs three things: a revised sketch with new room tags or affected areas marked, photographs that directly correspond to each added line item, and pricing pulled from the same Xactimate price list the carrier is using. Verbal approvals over the phone do not create a paper trail. Email or carrier portal submissions do.

    The line items most crews actually perform but never bill

    These are the WTR category items that show up in real water loss workflows and get left off the initial estimate. None of these are exotic. All of them are billable when the work was performed and documented.

    Equipment decontamination on Category 3 losses. Every air mover, dehu, HEPA, and hose that entered a Category 3 environment requires decontamination before the next job. This is a line item, not a cost of doing business absorbed by your overhead. If your crew is bagging hoses and wiping down equipment with a quaternary cleaner, that is a billable task.

    Antimicrobial application to affected surfaces. Plant-based or quaternary antimicrobial application on framing, subfloor, and the bottom plates is a separate line item from the cleaning. On Category 2 and Category 3 work the IICRC S500 protocol calls for antimicrobial treatment of affected materials. If you applied it, bill for it.

    Containment and drying chamber setup. Plastic sheeting, zipper doors, and the labor to build a containment that isolates the drying chamber from unaffected areas is its own line item. The chamber itself is the reason your equipment count is justified — a smaller controlled volume dries faster, runs fewer days, and uses fewer air movers than an open room. If the adjuster is questioning your equipment count, the containment line item is the answer.

    Detach and reset of contents. Moving the homeowner’s furniture, boxing contents, blocking the legs of upholstered pieces, and putting it back at the end of the job is not free. Contents manipulation has its own line items in Xactimate and is one of the most consistently missed billable activities in mitigation work.

    Multi-member baseboard removal. If the baseboard had quarter round or a separate cap, the WTRBASEB> line item covers the additional labor to remove and dispose of each layer. Estimators trained on the older single-member baseboard removal habitually leave the extra members off the estimate.

    HEPA vacuum of demolition area. After a flood cut and material removal on a Cat 2 or Cat 3 loss, HEPA vacuuming the cavity before reconstruction begins is a billable task. It is also a defensible task if the homeowner ever questions whether the area was properly cleaned.

    Disposal of contaminated water and materials. Extracting Category 3 water and disposing of it is different from extracting Category 1. There are separate line items for contaminated water extraction, contaminated material disposal, and the dump fees. If your crew hauled six contractor bags of sewage-soaked drywall to the landfill, that is documentable and billable.

    The documentation that makes a supplement get approved

    Pricing arguments are losing arguments. Scope arguments are winning arguments. When you submit a supplement, do not lead with cost. Lead with scope, and let the Xactimate price list speak for itself.

    The fastest path to approval is to use Room ID tags in the Xactimate sketch so every space is clearly labeled, attach a photograph for every added line item that shows the affected area and condition, reference the loss category and IICRC standard where applicable, and submit the revised estimate as an attachment in the carrier portal rather than as a phone call or text.

    When a line item is denied, the response should not be a longer email. It should be a request for the specific reason for the denial, in writing, tied to the carrier’s policy language or pricing logic. Most contractors give up at the first denial. Most adjusters expect that. The ones who push back with documentation get a measurable percentage of denied items approved on second submission.

    The bottom line

    Restoration owners obsess over labor cost and equipment utilization, but the single biggest lever on water mitigation gross margin is the completeness of the initial Xactimate scope and the discipline of the supplement process. Every line item your crew performs that does not make it onto the estimate is pure margin loss — the cost was already incurred. Building a checklist of the seven items above and running it as a pre-submission audit on every Cat 2 and Cat 3 loss is a one-week implementation that will pay for itself on the first job.

    If your average water mitigation ticket is in the $4,000 to $6,000 range and a complete supplement audit recovers an additional $400 to $900 per job through previously uncaptured line items, the math at any meaningful job volume is the kind of margin recovery most owners spend years trying to find in payroll, fleet, or marketing instead.

  • How Buyers Price a Restoration Company: 2026 Deal Killers

    How Buyers Price a Restoration Company: 2026 Deal Killers

    Most restoration buyers in 2026 are paying for the wrong things. They look at top-line revenue, the truck count, the trailing-twelve EBITDA — and miss the structural details that decide whether the company they just bought is a $4M business or a slow-motion writedown. Private equity has deployed over $6 billion across 50-plus platforms since 2018, and the buyers who keep winning at these multiples are the ones with a checklist that goes deeper than the broker’s pitch deck.

    Here is what the disciplined buyers — strategic acquirers, PE platforms, and operator-buyers — actually look at when they price a restoration company in 2026, and the five line items that quietly kill more deals than anything in the financials.

    What buyers are actually paying for in 2026

    Median sale prices in restoration have risen to roughly $2.2M. Shops under $2M in revenue tend to clear at 2.5x to 3.0x SDE. The $2M to $5M EBITDA band — what the industry calls the PE feeder zone — trades at 4x to 6x EBITDA. Platforms above $10M EBITDA push 6x to 8x with strategic buyers willing to stretch further for the right geography or carrier panel. The spread between bottom and top of that range is not random. It is a function of five drivers that a thorough buyer will price line by line.

    Carrier preferred-vendor status is the first thing on every diligence sheet. A company on the preferred panel of two or more Tier 1 carriers — State Farm, Allstate, USAA, Liberty Mutual — gets a multiple premium because that revenue is durable, repeatable, and very hard for a new entrant to replicate. A company that depends on one TPA program for half its work gets discounted because that revenue is one phone call away from disappearing.

    Revenue mix matters almost as much. Mitigation-heavy companies — fast-turn water and emergency services — carry better margins and more predictable cash conversion than companies leaning on large-loss reconstruction. Reconstruction-heavy shops can still trade well, but buyers will model lower margins and longer working-capital cycles, which compresses the multiple.

    Management depth below the founder is the third lever. If the owner is the estimator, the rainmaker, and the operations lead, the buyer will assume a 12 to 24 month earnout structure and discount the price accordingly. A general manager, an estimating lead, and a production manager who are staying through transition can add an entire turn of EBITDA to the offer.

    CAT exposure is the fourth. Companies with more than 20-25% of revenue tied to catastrophic events get valued on a normalized basis — buyers strip the spike years out of the average. If you bought a restoration company on a peak hurricane year’s numbers, you overpaid. Sophisticated buyers know this and adjust before they sign the LOI.

    The fifth is books that survive a quality-of-earnings review. In about 85% of deals, the QoE adjusts down from the seller’s claimed EBITDA, and the average haircut runs 10 to 15%. Companies that have already run a sell-side QoE and addressed the easy adjustments hold their price better than companies that hand a buyer a QuickBooks export and a confident shrug.

    The five quiet deal-killers

    Most deals do not die on price. They die in the back half of due diligence, when something surfaces that the seller either did not disclose or did not realize mattered. These are the five issues that show up most often, and what a disciplined buyer does about each one.

    1. Customer or carrier concentration over 20%. If a single carrier, TPA program, or property manager drives more than a fifth of revenue, the company has a single point of failure. Buyers either re-price the deal, structure a larger earnout tied to retention, or walk. The honest fix on the seller side is to diversify the book 18 months before going to market, but most do not have that luxury once they have decided to sell.

    2. Licensing and certification gaps. Restoration is a regulated trade in most states. Buyers verify IICRC firm certification, individual technician WRT and ASD credentials, AMRT for mold work, state contractor licenses, and any specialty endorsements required locally. A lapsed firm certification or an expired mold license is not always a deal-killer, but it is always a price renegotiation and sometimes a regulatory exposure that gets baked into the purchase agreement as an indemnity.

    3. Aged accounts receivable. Restoration AR ages slowly because insurance carriers and TPAs pay slowly. Buyers will look at the receivables aging report and discount anything over 90 days, sometimes severely. If a meaningful portion of the company’s "earnings" is actually trapped in 180+ day AR that nobody is going to collect, the working capital adjustment at close will swallow a real chunk of the purchase price.

    4. Founder dependency in estimating and sales. This is the single most common reason restoration deals collapse or restructure into heavy earnouts. If the founder writes 60% of the estimates and personally manages the top carrier relationships, buyers know the business does not transfer. The seller who builds a real estimating department and pushes carrier relationships down to a sales lead two years before sale will capture meaningfully more value.

    5. Compliance and labor exposure. 1099 versus W-2 misclassification, prevailing wage issues on commercial jobs, OSHA history, and EMR trends all surface in diligence. Buyers will hire an HR specialist on any deal above a few million in revenue, and a clean compliance picture is worth 0.25x to 0.5x of EBITDA on its own.

    What a buyer should actually run before the LOI

    The minimum diligence package on a serious restoration acquisition includes: a quality-of-earnings review by a firm that has seen at least a dozen restoration deals, an independent verification of carrier preferred-vendor status and any TPA contracts, a customer concentration analysis at the carrier and account level, an AR aging review by a buyer-side accountant, an IICRC and state licensing audit, and a sit-down with the operations and estimating leads with the founder out of the room. That last item is the most underused and the most predictive.

    Buyers who skip any of these line items end up renegotiating after close or eating a writedown a year in. Buyers who run all of them tend to pay slightly less and own businesses that transfer cleanly.

    Bottom line

    The 2026 restoration market is the best buyer’s window of the next five years, but only for buyers with discipline. The capital is there, the seller pipeline is there as the founder generation exits, and the platform playbook has been proven by HighGround, American Restoration, and a half-dozen others. The companies worth buying at top-of-range multiples are the ones with diversified carrier mix, real management depth, and books that survive a serious QoE. Everything else is a turnaround dressed up as an acquisition — and turnarounds in restoration take 18 to 36 months to fix and often cost more than the purchase premium ever saved. Pay for what transfers. Walk from what does not.

    Frequently asked questions

    What multiple do restoration companies sell for in 2026?

    Sub-$2M revenue shops typically trade at 2.5x to 3.0x SDE. Companies in the $2M to $5M EBITDA range — the PE feeder zone — clear 4x to 6x EBITDA. Platforms above $10M EBITDA reach 6x to 8x, with strategic premiums pushing higher in the right geography or carrier panel.

    What kills restoration acquisition deals most often?

    Customer or carrier concentration above 20%, founder dependency in estimating and sales, aged accounts receivable that does not collect, licensing or IICRC certification gaps, and labor compliance exposure — in roughly that order of frequency.

    How long should a buyer-side diligence process take?

    For a sub-$5M revenue restoration acquisition, plan on 60 to 90 days from signed LOI to close. Quality of earnings runs three to five weeks, legal and licensing diligence runs parallel, and customer/carrier verification typically lands in the final two weeks before close.

    Is buying a restoration franchise better than buying an independent?

    Franchises like SERVPRO or ServiceMaster Restore deliver brand, training, and national-account access at the cost of royalties and territorial restrictions. Independents give you full margin upside and the freedom to build proprietary carrier relationships, but require self-built systems and certifications. For first-time operators, the franchise reduces execution risk. For experienced operators, an independent acquisition tends to compound faster.