Restoration

Restoration is a B2B-flavored residential trade. The majority of revenue comes from referral relationships with adjusters, TPAs, plumbers, and property managers. Marketing has to enable that referral network like a channel. Build training for adjuster CE credit. Send branded assets to top referrers. Run a structured monthly outreach cadence. Track referral-sourced revenue as a media channel. Most restoration operators don't measure referrer performance, which is the gap that lets bad referrers consume time and good referrers go unrewarded.

Material but secondary. The first call most consumers make in a water or fire emergency is to their insurance carrier or property manager, not to Google. That means the referral relationship matters more than the paid search budget. But Google still captures meaningful direct demand for water-damage queries and storm-event spikes. Run paid search and LSAs for the consumer-direct portion; build the B2B referral engine for the larger portion of revenue.

Restoration is the most B2B-feeling residential trade. Referral relationships with plumbers, adjusters, and TPAs drive the majority of revenue. The marketing job is to enable that referral network like a channel: training, assets, lifecycle. Consumer demand campaigns matter, but the platforms that report on referral-sourced revenue like a media channel compound faster than the ones that don't. Servpro under Blackstone and BELFOR remain the reference cases for franchise-scale and direct-platform marketing models.

Emergency response time, referral-sourced revenue percentage, mitigation-to-reconstruction attach rate, and average job value. Emergency response time captures whether the platform is winning the consumer-direct competitive dynamics. Referral-sourced revenue captures whether the platform is winning the B2B half. Mitigation-to-reconstruction attach surfaces whether the operator is capturing the full revenue opportunity per loss event.