I embed in your restoration business as your marketing leader, own SEO, paid, LSAs, Google Business Profile, the B2B referral program, attribution, and 24/7 intake, and stay accountable to one number: real jobs and revenue, from emergency mitigation to full rebuilds.
As your fractional CMO, I'm the senior marketing leader your restoration company gets without paying $200K+ for a full-time hire. I set the growth strategy, lead the vendors and CSRs who touch marketing, and own the result the way a full-time CMO would. The difference is that I'm not just advising from the sidelines, I'm in the account doing the work and reporting on it.
The first thing I build is real attribution. I set up call tracking with CallRail or CallTrackingMetrics and connect it to your restoration CRM, whether that's Encircle, DASH, Next Gear, ServiceTitan, or something else, so we can see which channels and referral sources actually turn into real jobs. That matters more in restoration than almost anywhere, because a small water cleanup and a full fire rebuild are worth wildly different amounts, and a paid emergency call behaves nothing like a job sent by an adjuster. For a restoration company specifically, I market to the real economics: the big rebuilds are where the margin is, the work is insurance-claim and emergency driven (not a subscription base), and the recurring value lives in the B2B relationships that send repeat losses. So I capture the emergency, win the path from mitigation to a full rebuild, and feed the referral engine that keeps the work coming.
That shapes how I market. Water, fire, and mold damage is a now problem, so speed-to-respond wins the job: every call answered 24/7, fast dispatch, and intake trained to capture insurance information and reassure a panicked homeowner who isn't price-shopping in an emergency. Insurance and claims expertise (working the claims process, building adjuster relationships, and getting onto insurance and TPA programs) drives the business, and the B2B referral relationships with adjusters, agents, plumbers, property managers, and realtors are the closest thing restoration has to recurring revenue. I market accordingly, structuring paid and SEO around emergency intent while building a real relationship program alongside it.
The role is strategic, not just tactical. I run competitive and market analysis to understand what other restoration companies in your markets are doing, then use that to inform your strategy and your business direction from a marketing lens: where to push, which markets to enter, and how to position. And I stay close. I'm in your inbox most days, send a weekly performance report, and keep you current on exactly what got done and what's next. Most restoration owners get strategy from a consultant, execution from an agency, and accountability from no one. I bring all of that into one person who owns the number.
Senior marketing leadership and hands-on execution for restoration operators who need a CMO but aren't ready to hire one full-time.
10 years embedded in home services across HVAC, plumbing, pest, electrical, and roofing. I'm not a generalist consultant learning your industry on your dime.
I've generated $100M+ in revenue and 2M+ leads. I measure CAC, LTV, and booked jobs, not impressions or click-through rates.
No account managers, no handoffs, no junior team running your strategy. You get me on every call, owning the outcome.
I wire up CallRail and CallTrackingMetrics and connect them to your restoration CRM (Encircle, DASH, Next Gear, ServiceTitan) so we know exactly which channels and referral sources turn into real jobs, then scale the spend and relationships that are actually working.
Every engagement follows the same arc: understand the market and your business first, then build a plan tied to revenue, then execute and report.
I start by auditing your market with tools most operators don't have access to, so I can see who's winning, who's losing, and why. That tells us where the real opportunity is before we spend a dollar.
Then I dig into your own execution and learn the business: what you've tried, what's worked, what hasn't, and where your jobs are actually coming from today (emergency calls, insurance programs, adjusters, plumbers, property managers, realtors). No generic playbook gets applied until I understand your numbers and your referral sources.
I build a plan to hit and exceed your revenue goals, with clear milestones, realistic timelines, and a budget mapped to the goal. You know what we're doing, when, and what it should return before we start.
Part of onboarding is getting your positioning right. Most restoration companies go to market like everyone else, leading with 'we do water, fire, and mold' and a phone number. In an emergency, homeowners and adjusters aren't price-shopping, they want the fastest, most trusted responder. I tease out why you're that responder (speed, insurance and claims expertise, certifications, the relationships you already have) and make that the center of your message.
We typically rebuild or significantly improve the website and paid landing pages using conversion-optimization best practices, then A/B and split-URL test with tools like Visual Website Optimizer to keep lifting conversion rate over time.
I track every marketing channel with CallRail tracking numbers and listen to call transcripts to see how your intake team is answering after-hours emergencies, capturing insurance details, and reassuring a panicked homeowner so the job gets dispatched instead of lost. Then I report spend, CPL, CAC, and ROAS by channel (and by referral source) every week or two, so we always know where to put dollars and which relationships to deepen.
This is the same playbook I've used to scale home services brands to $100M+ in revenue, applied to how restoration actually grows.
Emergency mitigation (water extraction, drying, board-up) gets you in the door, but the margin is in the reconstruction and rebuild that follows. So I market to the full job: capture the emergency, then own the path from mitigation to a full restoration. I'd rather pay more for a flooded-basement call that becomes a $30,000 rebuild than chase the cheapest click that ends at a $400 cleanup.
I set up CallRail or CallTrackingMetrics so every call and form is tracked back to its channel, then connect that data to your restoration CRM (Encircle, DASH, Next Gear, ServiceTitan, or whatever you run). In restoration that matters even more, because a small water cleanup and a full fire rebuild are worth wildly different amounts, and B2B referral channels behave nothing like paid emergency calls. Once I know what each turns into, I scale the spend and the relationships that produce real jobs and cut what just produces low-value calls.
Restoration isn't a subscription business, but the recurring value is in the relationships that send repeat work: insurance adjusters and agents, plumbers, property managers, and realtors. I build a real referral and relationship marketing program around them, getting you onto insurance and TPA programs, staying top-of-mind with the people who refer losses, and tracking which sources actually convert. This is unusually important in restoration and most companies underinvest in it.
Restoration searches are 'water damage restoration near me', 'water damage company', 'mold removal', 'fire damage restoration', and 'flood cleanup', and they're as high-intent as it gets. I tighten your Google Business Profile, build service and city pages for water, fire, and mold, and push review velocity plus 24/7 and fast-response messaging so you win the Map Pack, where the panicked emergency calls actually live.
A water emergency, a fire rebuild, and a mold remediation call need different bids, different pages, and different urgency. I structure Local Services Ads and search by damage type and by intent (emergency vs. remediation), route demand to pages built to convert it, and send the revenue data from your CRM back to Google so it optimizes toward real jobs, not cheap clicks. When storms, freezes, or flooding drive a surge, I push budget into the demand while it's there.
I track what the other restoration companies in your markets are doing across SEO, paid, reviews, insurance-program positioning, and referral relationships, and fold that into the strategy. Marketing is a lens on the whole business, so I bring you the competitive picture and help you decide where to push, which markets to grow, and how to position against the franchises and the private-equity-backed consolidators.
Water and fire damage is a now problem, and a missed call is a job a competitor grabs within minutes. So I make sure every call is answered 24/7, dispatch is fast, and intake is trained to capture insurance information and reassure a panicked homeowner instead of quoting a price. In restoration, speed-to-answer and a calm, trusted intake are almost always the fastest win in the first 60 days, well before more spend.
An agency rents you a channel. As your fractional CMO, I own your growth. Here's the difference where it matters for restoration.
Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.
