Attend an industry conference in 2025 and there will be unlimited opportunities to join in on doom-and-gloom conversations about how slow business feels right now. Many, if not most, restoration companies are in a cash crunch. Sales are down. A/R is through the roof. Expenses are out of control. It’s the restoration version of a Hank Willams Jr. song:
“The preacher man says it’s the end of time.
And the Mississippi River, she’s a-goin’ dry.
The interest is up and the stock market’s down.
And you only get mugged if you go downtown.”
If there were ever a time to hunker down and wait out the storm, it sure is now.
Except, that’s the worst thing a business can do!
Now is the perfect time to hit the gas pedal when it comes to marketing. Think of it like the stock market. The reason many investors lose money is because they buy stocks that are doing very well and priced high, then sell them when they tank and lose value. It’s the opposite of what you’re supposed to do which is buy low and sell high.
People do the same with marketing. When business is easy to get, companies throw tons of money at it. But when things slow down, they cut back. Don’t be that business.
So, Is Business Really Down in 2025?
Yes, and no. According to MarketWatch, January through March was the second-highest Q1 on record, with insured losses totaling about $50 billion. Good news, right?
Not exactly. Roughly $20 billion of that came from the wildfires in Southern California, which doesn’t do much good for a business in Tupelo, Mississippi. Most other regions? They’re seeing a decline.
Enter the Growth Mindset
Coined by psychologist Carol Dweck, a Growth Mindset is the belief that skills, intelligence, and ultimately success are developed through effort, learning, and resilience. This contrasts with a Fixed Mindset, which says a person is either good at something or not.
In restoration it looks like this:
Growth Mindset
- Sales are down. What can be changed or doubled down on?
- Let others wait it out. Try something new.
- Use slow times as opportunities to build something better.
Fixed Mindset
- Sales are down because the industry is down.
- This is how things have always been done.
- The insurance company is going to slow-pay anyway.
Why Now Is the Time to Be Loud
In industries like automotive or electronics, there’s a predictable sales cycle. People plan when they’ll purchase a new car or phone, which makes ongoing marketing easier to time. In restoration, the need isn’t planned it’s triggered by unexpected events like burst pipes, house fires, or major storms.
This unpredictability is exactly why companies should lean into marketing during the slow times. Disasters will happen; it’s just a matter of when. And if competitors go quiet, a message will cut through the noise even more. This is the chance to become the name people remember when they need help quickly.
Marketing is about being consistently visible with a message that resonates. Right now, fewer voices are competing for attention. The line to reach the customer is shorter than ever. It’s a great time to be in on it.
Sales are a lagging indicator. If the top-line number is down, it’s because something didn’t happen before. The opportunity to promote awareness, plant a seed, or build trust—something that would have brought customers—was missed.
Hiring more salespeople or increasing ad spending may not be feasible, but increasing time investment is.
Low-Cost, High-Impact Marketing Activities
If the budget is tight, commit more hours instead. Here are some easy-to-implement, low-cost activities to amplify messaging:
- Visit “cheerleader customers” and ask for peer introductions.
- Refresh the website, Google Business profile, and social media presence.
- Launch a “how to” content series.
- Go local with marketing by supporting community events.
- Ask for more reviews.
- Share behind-the-scenes content with a lighter flair.
(Pro Tip: the highest performing social media posts at Violand are always behind the scenes.) - Post throwbacks. Revisit a job from a year ago and show what’s changed since.
- Co-market with other labor-driven services.
- Recycle high-performing content with a fresh twist. If it worked once, it will work again.
And here’s the biggest one:
Get in front of prospects and have a conversation. Whether someone is the owner, a project manager, or a frontline employee trying to grow, trust is built through handshakes, eye contact, and genuine warmth. While a good Facebook post or a creative billboard helps, face-to-face conversations will always be king.
If the sales funnel isn’t as large as it needs to be, then go build it. Take advantage of the fact that others are panicking or paralyzed. Pound the pavement, not just once or twice a month, but consistently.
Marketing Is a Pipeline Not a Light Switch
It should never be turned on and off, it needs to be a steady flow of activities. When times are slow, companies should push even harder to gain market share, because that’s when the greatest ROI is found.
Still not convinced?
Consider these success stories:
Kellogg’s vs Post
During the Great Depression, Post—then the world’s leader in breakfast cereals—cut way back on marketing. Kellogg’s did the exact opposite and doubled their efforts. The results? Kellogg’s quickly overtook Post in market share and, decades later, they still lead.
Apple
During the dot-com bust of the early 2000’s, most tech companies pulled back on marketing. Steve Jobs took a different approach by heavily pushing the iMac, and then the iPod, branding it as “1000 songs in your pocket.”
Starbucks
During the early COVID slump, Starbucks didn’t shrink. It invested in marketing its mobile ordering and loyalty programs, even while store traffic tanked. As a result, the company built a stronger digital presence and rebounded faster, post-lockdown, than most food chains.
In each of these cases, leadership teams made the uncomfortable decision to bet on themselves and their product … and it worked. They proactively put themselves in a better position by using a Growth Mindset.
In restoration, business will rebound. And the companies best positioned when it does, will be the ones that stayed active.
Final Thought
As 2025 barrels forward with uncertainty, remember: storms may be unpredictable, but the response doesn’t have to be. A business can wait, worry, and ride it out; or choose to build, market, and move on.
The companies that come out on top aren’t always the biggest or the busiest. They’re the ones that keep showing up, especially when no one else does.
Marketing during slow times isn’t about spending more, it’s about believing more. Believing in the team, the services, and the ability to create momentum.
The pipe will burst. The storm will hit. When it does, make sure the spotlight is already on.
Jeff Jones
Jeff Jones is the Director of Sales and Marketing for Violand Management Associates. With a broad range of experience in professional sales and marketing involving all levels of decision makers, Jeff works with companies to find the right mix of programs and services to help them develop their people and achieve their goals. Since joining Violand in 2012, he has been tasked with overseeing and executing strategies for the company that include services and market expansion. To reach him, visit violand.com or call (330) 966-0700.
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