If you’re expecting the restoration market to slow down and stabilize anytime soon, think again. The numbers tell a different story; one that’s forcing all of us to adapt faster than ever.
This isn’t the restoration industry I started in. Back then, relationships carried the day. You could call a customer, schedule an inspection five days out, and still win the job.
Today? If you wait five days, you’ve already lost. The customer has Googled someone else, checked Yelp, or asked a neighbor. We live in an Amazon world. People want service in an hour, not tomorrow.
The industry is evolving and maybe even reinventing itself.
Clarifying the Data
Nationally (Q3 2024 → Q3 2025):
- Total claims down nearly 21%
- Total dollars written down about 9%
- Average job size up almost 15%
Translation: Fewer opportunities, bigger and more complex jobs, higher stakes.
By Region:
- Central (FL, GA, IL, KY, MI, MO, NC, OH, SC, TN, TX): The hardest hit — job counts down 28% YOY, revenue down 10%, and QOQ shows continued pressure.
- East (CT, DC, DE, MA, MD, NH, NJ, NY, PA, VA): The most stable — jobs down 6% YOY, revenue slightly positive, with volumes holding flat and dollars nudging upward.
- West (AZ, CA, CO, NV, OR, UT, WA): Jobs down 15% YOY, revenue off slightly. QOQ results show modest volume slippage, but dollar values steady.
Catastrophe vs. Non-Catastrophe:
- Cat claims dropped almost 30% YOY in volume, but those that remained were very large jobs.
- Non-Cat claims shrank 18% YOY, though dollars per file rose due to increasing scope complexity.
(Year-over-Year (YOY) compares this year’s third quarter (Q3 2025) to the same period last year (Q3 2024). Quarter-over-Quarter (QOQ) compares back-to-back quarters (Q3 2025 vs. Q2 2025) to show short-term trends.)
Marketing and Lead Development: Every Dollar Must Work
In an environment where claim volume is shrinking, now’s the time to review and rebalance your business.
Start by examining your marketing spend. Everything tied to awareness and demand: association memberships, advertising, social media, print, email marketing, agency fees, and creative production.
For those with dedicated sales teams, it’s critical to understand how marketing and business development interact. They often overlap but represent different investments:
- Marketing builds visibility — your brand, message, and positioning.
- Sales and Business Development converts visibility into relationships and revenue.
Both matter. One creates attention; the other drives conversion. Smart companies track both and stay balanced.
Audit your marketing mix and ensure your dollars are producing. Measure return on each channel — ads, associations, SEO, and campaigns. If a channel isn’t performing, reallocate it to something measurable.
Strategy and Speed: Execution Wins
As I shared in my previous article, “Add a Zero: Proven Strategies for Growing Your Restoration Business” (August 2023, C&R), growth is born from intentional investment, not guesswork.
Now is the time to either protect what’s next or outpace your competition: enter a new market, manage costs, and invest strategically in people and associations.
Once a lead arrives, speed and follow-up win the day. Protect your margins. Guard your EBITDA. Train relentlessly. Everyone is in sales — the project manager, supervisor, and admin alike. Don’t assume the customer will call back after receiving your estimate. Follow up. Be relentless. Be hungry.
The Bigger Picture
This business no longer rewards those who coast; it rewards the companies that evolve.
Those that adjust their playbook, refine their message, and attack the opportunities ahead.
That’s why the RIA exists: to arm you with data, white papers, and advocacy that elevate your competitiveness. And it’s why we invest in networking — because the best ideas don’t come from a PDF; they come from peers in the room.
Upcoming RIA Events:
November 12, 2025 – Thomasville (Baltimore, MD)
February 16, 2026 – Puroclean (Tamarac, FL)
The industry is changing whether we like it or not.
The only question is —will you change with it?
Jeff Moore, CR, WLS, CMP, Triple Master (IICRC)
Jeff Moore is a second-generation restorer and the 2025 President of the Restoration Industry Association (RIA) as well as President of ATI Restoration. He started in the family business as a teenager, organizing the warehouse and working his way through nearly every role – from technician and estimator to executive leadership. Licensed in asbestos at 18, Jeff has managed major loss projects from 9/11 to today and brings hands-on insight into mitigation, construction, and large-loss operations. He lives in Phoenix, Arizona, with his wife, Tavia, and their four children – Tyler, London, Savannah, and Phoenix.
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