Most restoration companies are hemorrhaging money on marketing that doesn't work. After analyzing hundreds of restoration marketing campaigns, we've identified the 10 most expensive mistakes—and how to fix them.
Mistake #1: No Google Business Profile (Or a Neglected One)
The Problem: Your Google Business Profile is often the first thing potential customers see. If it's incomplete, outdated, or non-existent, you're invisible to local searchers.
The Cost: Companies without an optimized GBP lose 60-70% of potential local leads.
The Fix:
- Claim and verify your Google Business Profile
- Complete every section (hours, services, photos, description)
- Add 10+ high-quality photos of your work
- Post weekly updates
- Respond to every review within 24 hours
- Keep your hours and contact info current
Mistake #2: Buying Shared Leads
The Problem: You're paying $50-150 for a lead that's also sold to 4-5 other companies. You're in a race to call first, and even then, the customer is shopping around.
The Cost: Shared leads convert at 5-15%, meaning you're paying $500-1,000 per actual job.
The Fix: Invest in exclusive lead sources like Local Service Ads, organic SEO, and referral programs. Yes, they take longer to set up, but they convert at 40-60% and cost less per job.
Mistake #3: Generic, Template Website
The Problem: Your website looks exactly like every other restoration company's website. Same stock photos, same generic copy, nothing that makes you stand out.
The Cost: Generic websites convert at 1-2%. Custom, localized websites convert at 5-8%.
The Fix:
- Use real photos from your actual jobs
- Write custom content for your specific city/area
- Include specific neighborhoods and landmarks
- Add customer testimonials with real names and locations
- Make your phone number prominent on every page
- Ensure mobile-friendliness and fast loading
Mistake #4: Ignoring Reviews (Or Worse, Having Bad Ones)
The Problem: You have 3 reviews from 2019, or you have negative reviews you never responded to. Either way, potential customers see this and call someone else.
The Cost: 87% of consumers read online reviews before choosing a local business. Bad or missing reviews cost you 50%+ of potential customers.
The Fix:
- Ask every satisfied customer for a review
- Make it easy with direct links
- Respond to every review (positive and negative)
- Aim for 50+ reviews with a 4.5+ star average
- Address negative reviews professionally and offer solutions
Mistake #5: No Tracking or Analytics
The Problem: You're spending money on marketing but have no idea what's working. You don't know which leads come from where or what your cost per acquisition is.
The Cost: You're probably wasting 30-50% of your marketing budget on channels that don't work.
The Fix:
- Use call tracking numbers for each marketing channel
- Set up Google Analytics on your website
- Track leads by source in your CRM
- Calculate cost per lead and cost per job for each channel
- Double down on what works, cut what doesn't
Mistake #6: Slow Response Times
The Problem: Someone calls or fills out your contact form, and you don't respond for 2-3 hours (or worse, the next day). By then, they've already hired someone else.
The Cost: Studies show that responding within 5 minutes increases conversion by 400% compared to responding in 30 minutes.
The Fix:
- Answer your phone 24/7 (or use an answering service)
- Set up auto-responses for web forms
- Call back within 5 minutes, always
- Use AI chatbots for after-hours inquiries
- Make response time a KPI for your team
Mistake #7: Competing on Price Instead of Value
The Problem: Your marketing focuses on being the "cheapest" or "most affordable." This attracts price shoppers who are impossible to satisfy and unprofitable to serve.
The Cost: Low-price customers have higher complaint rates, worse reviews, and lower lifetime value.
The Fix: Market on value, not price. Emphasize:
- 24/7 emergency response
- Certified technicians and equipment
- Insurance expertise and direct billing
- Warranty and guarantees
- Local reputation and reviews
- Speed and thoroughness
Mistake #8: No Email Marketing or Follow-Up
The Problem: Someone requests a quote or asks a question, and after the initial contact, you never follow up. You're leaving money on the table.
The Cost: 80% of sales require 5+ follow-ups, but most companies give up after 1-2 attempts.
The Fix:
- Build an email list of leads and past customers
- Send monthly newsletters with tips and updates
- Create automated follow-up sequences for quotes
- Stay in touch with past customers (they'll need you again)
- Offer seasonal reminders and maintenance tips
Mistake #9: Trying to Serve Everyone, Everywhere
The Problem: Your service area is "within 100 miles" and you do "all types of restoration." This makes you look desperate and unfocused.
The Cost: Broad targeting means higher marketing costs and lower conversion rates.
The Fix:
- Define a realistic service area (30-50 miles max)
- Focus your marketing on that specific area
- Specialize in 2-3 core services
- Become the expert in your niche and area
- It's better to dominate one city than be mediocre in five
Mistake #10: No Marketing Budget or Strategy
The Problem: You spend money on marketing randomly—a little on Facebook ads here, a directory listing there—with no overall strategy or consistent budget.
The Cost: Random marketing rarely works. You need consistent effort over time to see results.
The Fix:
- Set a marketing budget (10-15% of revenue is standard)
- Create a 12-month marketing plan
- Focus on 3-4 core channels
- Give each channel 3-6 months to show results
- Track everything and adjust based on data
The Bottom Line
These mistakes are costing restoration companies thousands—sometimes hundreds of thousands—in lost revenue. The good news? They're all fixable.
Start by fixing the biggest problems first (usually #1, #2, and #6). Then work your way through the rest. Within 90 days, you'll see a dramatic improvement in lead quality and quantity.