Marketing commercial
restoration
Phillip Rosebrook CR
Business mentors
ELC Training
www.businessmentors.net
2
Presentation Overview

Definition

Expectations
 Competence
 Marketing plan overview
 Strategy
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Imagine

100,000 SF manufacturing plant explosion

Multi-use office space one tenant with $50,000/day BI policy – 3
tenants, 2 operate 7 days per week –smoke damage under air return

Dental office – 2 labs, 18 chairs, 3 dentists

School with 65,000 SF, 100,000 books – computer fire damage under
air return

6 Story elder care facility – broken supply line top floor
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Considerations
 Logistics
 Payment
and expectations
 Timelines
 Triage
 Fulfillment
 Finish
strong
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Competence

Solve problems

Quick response

Limited down time

Understand expectations

Set and manage restoration expectations
 Reality
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Marketing Overview

Budget

Strategy

Activities

People
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Budget

Plan, budget, control expenses

Overview:
 2-5+% of revenue
 2-3.5% maintenance budget
 3-5% growth
 >5% aggressive growth

Includes all marketing activities

Understand the opportunity costs
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Strategy

Large loss only a portion of the total budget

Need to define overall corporate goals

Balance activities with objectives

Work now vs. future work
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Implementing Strategy

People

Advertising

Promotion

Contingency planning
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People strategy

Associations

Route marketing 30/60/90 follow up
 Keep your route fresh

Commercial property managers

Affinity marketing

General Adjusters
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More people strategy

Independent insurance agents

Speaking opportunities

Commercial construction companies

Fire Sprinkler Companies

Janitorial companies
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MGA & GA

Leveraging a strong job

Paperwork needs to match performance
 Competence not always determined by the actual work

Prompt response and completion

Recommendations and referrals
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Exploit a Vertical Market

Build relationships, credibility, & create champions

Health care

Schools

Colleges and universities

Hospitality

Others?
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Associations

RIMS – Risk management society

BOMA – Building Owners and Managers

IFMA – International Facility Management

ACP – Association of Contingency Planners

Business Service groups – Rotary, Kiwana’s, etc.

Community involvement

Association tip – be selective and be involved and leverage your relationships
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Advertising

Targeted

Internet

Email – have segmented lists

Stay in touch with your clients

Association newsletters

Business newsletters

Make sure that the brand and message fit

Paid searches, ad words, etc.
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Promotion

Brand items that reinforce large loss, commercial image

You are competing on a big stage with big companies

Letters of recommendation, videos and quotes
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Your competition

Belfor

Interstate Restoration

Instar Restoration Services

JC Restoration
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Contingency Planning

A contingency plan is a plan devised for an exceptional risk
which is impractical or impossible to avoid

Several examples
 Fire Service – Hurricane season
 Quantum – downtown flood – schedule emergency services
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Contingency Planning

Creating future work sources

Consider working relationships with planners

Need route marketing rep

Property managers

Commercial property owners

Medical facilities

Schools

Work through commercial insurance brokers
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More about Contingency Planning

90 day follow up

Preauthorization of services

Annual walk through

Email or direct mail follow up
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A Quick Conversation

Head of engineering

Disaster plan in place
 ATI
 Advanced

Willing to add qualified contractors
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Cold Calling Job Sites

News or other updates

There is a need – you have a solution

Who is paying?
 Get verification

Likely into a competitive situation for the job
 Be professional and respectful

Do a social media search to find connections
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Marketing Considerations

Explain proficiencies – you will not be all things

Set appropriate expectations for your needs and considerations
on jobs

Build on success – you may have to start small

Ask for referrals

Build a portfolio – web based and presentation based
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Affinity Marketing

Who do you know?
 Red cross
 Other disaster assistance groups
 Fire department
 City officials

Harness the value of past clients
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Accountability

Need to have defined goals
 100 plans in place
 30% of work commercial restoration

Clear expectations for marketing staff

CRM Program to track performance, clients and activities
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Summary

Commercial services are a part of your work portfolio

Have multi-pronged approach

Leverage your success

Start small

Focus on paperwork and billing
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Thank you

Phillip@businessmentors.net

www.businessmentors.net

541 359 4117
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