For many, professionalism is more than just a word — it’s a way of life.
While it can seem abstract, professionalism in the restoration industry is much like any other. It involves hard work, looking good, and being reliable. The best way to attract — and keep — good business is to uphold a sense of pride in your work.
Three industry leaders broke down the topic of professionalism at the 2019 International Restoration Convention + Industry Expo this May in Phoenix. They explained how they exhibit professionalism in their work, how others can improve their client and employee relationships, and what kind of leadership is needed to instill a strong sense of ownership over one’s work.
LOOK GOOD, FEEL GOOD
From the moment a restoration crew pulls up to a job, the way they look can make or break them. Ben Justesen, president of Washington-based JRCC, said first impressions are everything. When it comes to showing up to a job, usually the people in the drying businesses service are those who’ve experienced a surprise (and unpleasant) event. If a crew shows up looking discombobulated, it can add undue stress on the client. “We’ve been through this a million times, but the customer has not,” he says. “We need to let them know we can take care of this, and part of that is a clean appearance.”
And it doesn’t need to be anything particularly fancy. Justesen said a clean uniform and vehicle, orderly equipment, and good hygiene is a great start. Little things like matching color schemes and a professional logo also signal to first-time customers that they can expect quality service.
Chris Laney, the owner of Water Out in Fort Wayne, Indiana, said maintaining a polished social media presence is also extremely important, especially in the digital age. He said showing open and transparent dialogue on social media channels indicates you’re responsive to your customers and that you care about their needs.
“When you have an upset customer writing about you on your Facebook page, you don’t wait 19 hours to respond,” he says. “That one incident is worth its weight in gold when it comes to who that client is going to talk to or who sees that comment. The longer you’re in this industry, the more you realize that the same people can refer you over and over, and how you dealt with them and responded to that first loss is going to be the factor if they ever refer you again — and that’s your livelihood.”
Little things like matching color schemes and a professional logo also signal to first-time customers that they can expect quality service. Looking through a job requires communication to both insurance adjusters and the client, managing expectations for what is realistic and then producing quality work.
COMMUNICATION IS KEY
For people just starting out in the restoration industry, focusing too heavily on the technical aspects of their job can actually be a detriment. While important, experts say soft skills are just as essential in maintaining professionalism among clients. Parker Olsen, owner of Parker Construction LLC in Pasco, Washington, says communicating is important for both customer service and working with insurance adjusters. Talking out contracts, keeping detailed records, and giving thorough explanations of why something was done can avoid headaches down the road and instills a sense of confidence that a business owner knows what they’re doing. “I think there are a lot of people who go a little bit crazy or go a little overboard and over the scope or overbill the job,” he says. “If you can justify all the charges in a way that makes sense to all parties, everyone feels like they’re getting a good deal.” Laney agrees. Looking through a job requires communication to both insurance adjusters and the client, managing expectations for what is realistic, and then producing quality work. It also requires creating a clear plan of attack and communicating throughout so no one is surprised when a job is completed. “You can’t just go out and say, ‘Well, this job is going to be $5,000,’ and then when it’s done say, ‘Oh it’s actually $7,000, and it’s owed,’ with no explanation,” Laney says. “There’s a level of communication and a level of documentation that needs to happen. Ultimately, if we don’t present that info to the client and we don’t present that info to the insurance carrier, it makes us look unprofessional.”
BEING THERE FIRST
A fast response is key in the restoration industry, especially if it means you’ll get there first.
“I want to be the first person notified and the first person there,” Olsen says. Olsen says having a good standing in the community helps him with these efforts. Even before some of his clients have called their insurance carrier, they’ve been referred to Olsen’s business by word of mouth or social media.
Anyone experiencing a job requiring restoration services is probably already having a bad time, Olsen says. Showing up quickly and helping them navigate through that stressful situation not only puts the client at ease but also allows for the restoration contractors to get an effective plan in place on day one. “I already have a scope and plan in place,” he says. “I think any contractor that can implement that is going to be ahead of the game.”
KNOWING YOUR STUFF
Having certifications is a way to not only better yourself as a restoration industry professional, but it’s also a way to show your customers that you know your stuff.
Laney, Olsen, and Justesen all agree: Because getting commercial drying equipment is so easy, there are a lot of bad actors in the industry who are just trying to make a quick buck. An easy way for a business to show their customers that they’re passionate and professional is to encourage their staff to acquire certifications.
“A lot of people say, ‘We can take anyone who has fans and a shop vac, send them out to a job and tell them how to do it. And we don’t have to pay them as much,’” Olsen says. “Those guys won’t last long.”
Certifications help restoration professionals keep up to date on new technologies and techniques. These designations ensure trained restorers are entering the field and doing the right things. A lack of expertise leads
to botched jobs, overcharging, and a strained relationship with insurance carriers. While unprofessional operations might get jobs here and there, their reputation will not withstand. In the end, those companies dedicated to doing things the right way will continually have customers coming through their doors.
“Having the certifications allows a person to speak intelligently about what they’re doing and why,” Justesen says. “What we see too often is the competitors out there that don’t get the certifications needed, and it shows in their work. They’re not using best practices; they’re doing things because it’s easier. They need to utilize standards. It’s going to give you a lot of credibilities when it comes to the client and the insurance carriers.”
Showing your customers and insurance adjusters you care about their job and their time shows them you respect them. When you gain someone’s respect, these experts say, that is priceless.
KINDNESS GOES A LONG WAY
In the end, professionalism comes down to one overarching concept: kindness.
Showing your customers and insurance adjusters you care about their job and their time shows them you respect them. When you gain someone’s respect, these experts say, that is priceless. Laney says this is especially important in an industry like restoration. For the layperson, the intricacies of navigating a loss can be extremely stressful and confusing. Being patient and clear with your customers establishes a sense of trust, one that will go far beyond just one job.
“Pick an industry or a service that you would have done in your home that you know absolutely nothing about,” he says. “How would you like to be treated at the event of it occurring, which, by the way, you need to be done right now. It’s about the small things. How do I interact with clients in the event they’re confused about the entire process?
The most important thing to your client is how they were treated during a loss.”
Justesen says creating a professional customer service experience starts from the top down.
“Skills we can teach,” he says. “Our culture is most important. If you have a company that’s all about profit and they don’t treat their employees well, customers are going to see that right off the bat. Companies that treat their employees well, you’re going to see that, too. You’re going to see employees actually doing their best, who want to be the best.”
He added that companies should focus on the changes they can make and not worry about bad actors in their communities. “You can only control what you can control. We make sure to maintain our certifications, our professionalism; it’s no secret,” he says. “If you do what you’re supposed to do, you will succeed.”RIA
Kate Jacobson is the associate editor of C&R magazine. Want to be included in an upcoming issue? Email her at
[email protected].
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