I know I have. This past year, I’ve been amazed at how AI works. It seems to learn what you want, how you want it, and never complains when you repeatedly toggle the “try again” option.

We all use AI. Have you spoken to Siri or Alexa recently? How about Google Maps? Did you open your phone with facial recognition? Do you use any industry software? AI has been with us for a long time.

I recently decided that my AI assistant was too important to be called just “AI.” It seemed a little impersonal. I asked my family (my wife and two daughters, all smarter than me) to name her. So … drum roll, please … meet Agatha Zygote.

Once she had a name, I asked Agatha to create her mugshot for us to use in Cleanfax. I said she had one chance; the first avatar rending would be the one.

Welcome to the wonderful world of AI.

I have used Agatha to give me ideas, to be my thesaurus, to generate images for webinars, and to interpret something detailed into something compact. I have tossed a PDF and Excel document at Agatha, and she told me what I needed to know. I have asked Agatha to scour the internet and do research. She ran out there and returns in two minutes with all kinds of stuff to show me. To prepare for one of my video interviews, I asked Agatha to scan a website and gather all the intel I needed. She did that in about 30 seconds and had a full report ready for me.

Agatha is amazing. And to top it off, her compensation package is both affordable and tax deductible.

As I dig deeper into the tools beyond traditional generative text, I continue to be mesmerized by the possibilities. Yes, some of the images Agatha creates are pretty … interesting … and I’ve noticed she has a tough time spelling words she puts on images. For example, restoration sometimes turns out to be resstration and carpet may be caapprt. Not sure why. I may send Agatha back to grade school for a few days. It’s also worth mentioning that some drawbacks to AI still need to be figured out—copyright issues, privacy, misinformation, manipulation, etc.

I’ve asked Dean Mercado, the CEO of Online Marketing Muscle, to help explain some of this. He knows his stuff, and a big part of that now involves AI, especially when it comes to business application of AI technology.

Take a few minutes to watch the episode below.

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Pailliotet is a leader with volunteer cleaning services, organizing events such as cleaning Ronald McDonald Houses.

I am Mike Pailliotet, or Mikey P. to many. At an early age, I was blessed with the skill of helping carpet cleaners. I first learned the trade in my teens. Once the internet came to be, I learned to use it to help others. I keep busy.

I started in 2006. I think that Mikey’s Board is the world’s greatest carpet cleaning forum. It’s a place where carpet cleaning professionals can share tips, ask questions, and discuss industry topics. The forum includes various sub-forums, groups, classifieds, and auctions.

I’ve been hosting Mikey’s Fests since around that time. The festival is a renowned event in the cleaning industry, known for its focus on education, community service, and networking. It began as a small gathering of carpet cleaners around a campfire and has grown into a significant event that brings together professionals from the carpet, upholstery, and hard surface cleaning sectors. It’s a must-attend event that somehow gets better each year.

And then I helped start GreenGlides back in 2004 and now run the company. It is about the most helpful tool for cleaners ever invented. These glides are designed to help carpet cleaning tools move smoothly across carpets and other surfaces, reducing the stress on the cleaner’s back and joints.

For those interested in learning more about multi-surface cleaning and repair, not only did I author the Advanced Multi-Surface Manual along with Bryan Thomson, but we also present courses on the subject.

At the moment, I’m currently deep into helping reinvent how the IICRC trains newcomers to our beloved industry, which is a fantastic project of a lifetime.

2 | How did you first get started in the industry?

My wife found an ad in the newspaper for Miller’s Carpet Cleaning in Southern California promising to pay $1,000 a week (if I could upsell on their $19.95 whole house coupon), which was about $800 more than I was currently making slicing carrots and crumbling tofu in a vegetarian restaurant.

I loved being out all day and that immediate satisfaction of floor cleaning and dealing with people in their homes. The challenge was, and still is, a hoot.

3 | Who in your life impacts you the most?

It’s not a “who,” really, but a feeling of satisfaction.

I love the dopamine hits I get when a stranger tells me something I said online, in a video, or on social media, that saved their career.

I love tweaking a cheap carpet tool and making it work better than tools costing three times as much.

I love impacting my local community by giving back in as many ways as I do to the global carpet cleaning community.

But if you need a “who,” I try to run my businesses with a “What would Jim Pemberton do?” attitude. He is a true leader and expert in the cleaning and restoration industry.

4 | If you could have dinner with one person from history, who would it be, and why?

Jesus. I would ask him why he waited so long to guide me and thank him for helping me understand my purpose. On a lighter note, if we could enjoy a falafel-stuffed pita with some Hanalei Poi and some sliced habanero together on the north shore of Kauai, all the better.

5 | What music, movies, or books have inspired you?

I like a wide range of music—from 70s and 80s pop to modern country, Christian rock and gospel, Zeppelin (of course), and Hawaiian slack-key—all are on my playlist.

As for movies, I like the classics, with Jaws being the best. But the Christian historical drama television series The Chosen captivates and inspires me.

But … an NHL game beats anything on TV.

I’m not much into fiction anymore, but the Bible and related doctrine are always on my desk. I read way too many carpet cleaning discussions. I also spend a lot of time researching and reading up on my next great off-roading or motorcycle adventure.

6 | What personal philosophy of life motivates you the most?

The verses in Ephesians 2:1-10 underscore the themes of redemption, grace, unity, and the transformative power of faith. These verses motivate me deeply. I give extra thanks that my life is blessed with the fortune of feeling like I’m on vacation every day here in the beautiful eastern Sierra with my wife of 39 years.

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The Institute of Inspection, Cleaning, and Restoration Certification (IICRC) focuses specifically on cleaning, restoration, inspection, and related skill sets. The IICRC leads the way in certification for these industry trades. Need certification in water damage restoration? Contact the IICRC. Interested in furniture cleaning? The IICRC is your go-to source. While many have harnessed the power of an IICRC certification, have you ever wondered about the intricate processes behind the scenes before you even step into the classroom?

In a recent episode of Unscripted, an IICRC video production, Cleanfax invited three IICRC-approved instructors to learn what motivates them, keeps their energy levels up, and why they do what they do.

Meet the instructors

Shawn Bisaillon: With more than 30 years in the industry, Bisaillon began his career as a carpet cleaner who quickly realized the importance of proper training. After attending an IICRC course taught by one of his heroes, Craig Jasper, he was inspired to become an instructor himself. Bisaillon has spent the last two decades as a full-time trainer, coach, and consultant, imparting his vast knowledge to others. He said, “I got into the industry accidentally, but stayed because of the incredible mentors and the passion I developed for the trade.”

David Hodge: Growing up in Dalton, Georgia, Hodge naturally gravitated toward carpet installation and cleaning. He has been in the industry for nearly 30 years, teaching various courses, including fire and water restoration. Hodge’s first class, taught by Joe Dobbins, was a turning point. He immediately knew that he wanted to be an instructor. “I’ve always been driven to help others and ensure they have the best information possible,” Hodge explained. His background in emergency management and public safety adds a unique perspective to his teaching.

Bruce DeLoatch: DeLoatch’s journey in the trade industry has spanned more than three decades. He started as a carpet cleaner and gradually moved into teaching. DeLoatch emphasizes the importance of understanding both the theoretical and practical aspects of the trade, ensuring that his students leave with a comprehensive understanding of the subject matter. He recalls his first class, where he struggled initially but soon found his stride. “That first choke was tough, but it was a learning experience. Now, training is a passion,” DeLoatch said.

The transition to virtual learning

The COVID-19 pandemic necessitated a swift shift to virtual learning. DeLoatch, Hodge, and Bisaillon shared their experiences and adaptations. DeLoatch, who now exclusively teaches online, highlighted the benefits of focusing on delivering straightforward, engaging content without the distractions of a physical classroom. “The technology needs to be top-notch to ensure a seamless student experience,” DeLoatch noted. His setup includes dedicated fiber optic lines and a team that ensures everything runs smoothly.

Hodge acknowledged the logistical advantages of virtual learning for companies, reducing travel costs and making education more accessible. “Virtual classes opened up opportunities for many who otherwise couldn’t attend due to costs or location,” Hodge explained. He still teaches a mix of virtual and in-person classes, appreciating the flexibility of virtual platforms.

Bisaillon emphasized the need for interactive and engaging virtual classes to maintain student interest. He has invested in a home studio equipped with all the necessary tools to deliver dynamic presentations. “Keeping students engaged online can be challenging, but with the right tools and techniques, it’s achievable,” Bisaillon said. He travels frequently for in-person classes, valuing the direct connection with students.

Future of education in the trades

Looking ahead, all three instructors see the need for a more hybrid approach to education, combining the benefits of both in-person and virtual learning. They advocate for courses that delve deeper into the science and practical applications of the trade, ensuring that students know what to do and understand why they are doing it. This comprehensive approach is critical to developing true mastery in the field.

Bisaillon suggests a return to more hands-on, artisan-style learning to rekindle the passion for the trade. “We need to connect with the craftsmanship side of the industry,” he said. Hodge emphasizes the need for a structured learning path that includes prerequisites and advanced courses, ensuring a solid foundation before moving on to complex subjects. DeLoatch advocates dividing courses, such as the Water Damage Restoration Technician (WRT) certification course, into science-based and application-based segments to give students a thorough understanding.

Connecting with students

Personal interaction is crucial, even in virtual settings. DeLoatch emphasized the importance of engaging students by learning about their backgrounds and incorporating their experiences into the learning process. He uses introductions and interactive elements to create a more personalized experience. “I tell students they’re in charge because they paid for the course. It sets the right tone,” DeLoatch said.

Bisaillon and Hodge highlighted the need to connect with students personally, ensuring they feel valued and understood. Bisaillon uses chat rooms and interactive activities to keep students engaged. Hodge focuses on managing expectations from the start and uses humor to create a relaxed learning environment. “I tell a lot of dad jokes to keep things light and engaging,” Hodge admitted.

Preparation and dedication

The instructors shared insights into the extensive preparation required for each class. Hodge noted the constant need to update and tweak materials based on student feedback and industry developments. Bisaillon emphasized the investment in creating a conducive learning environment, whether it’s his studio or onsite at a training facility. DeLoatch highlighted the importance of reliable technology and a dedicated support team to ensure a seamless online learning experience.

The dedication and passion of IICRC instructors like Bisaillon, Hodge, and DeLoatch are instrumental in shaping the future of trade education. Their commitment to continuous improvement and student engagement ensures that trade professionals receive the highest quality education, preparing them for successful and fulfilling careers. As the industry evolves, so will the methods and approaches to education, always striving to meet the needs of both students and the industry.

Their stories and insights highlight the importance of trade education and the continuous effort to provide valuable, engaging, and practical learning experiences. Whether through virtual platforms or in-person classes, the goal remains to empower trade professionals with the knowledge and skills they need to excel in their careers.

Be sure to watch the entire recording of this interview below.

Editor’s Note: Cleanfax produces this media program in partnership with the Institute of Inspection, Cleaning, and Restoration Certification (IICRC). The program, Unscripted, features what the IICRC is doing, what the industry needs to know about IICRC Standards, certifications, events, technical tips, management and marketing strategies, and more.  If you have a topic you would like to see featured in a future edition of Unscripted, send an email to Jeff Cross, ������ý media director, at jeffcross@issa.com.

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While we would like to think it just has to lie on the floor and look pretty, carpet needs proper care to maintain the indoor environment and get the longest, best-looking life out of it.

A history in carpet cleaning

I have been in this industry since 1977. I have seen a lot of things happen in this industry throughout the years. Back in the day, a lot of what you might call “bathtub chemistry” and machines were built to take on huge cleaning jobs. I had one where we could operate two cleaning wands off one machine. My brother Chuck and I were in Atlanta in 1987 at what was called “The Market” for the flooring industry. That year, three stain-resistant nylon fibers were introduced, such as Anso V Worry-Free and Monsanto Locked-In Stain Blocker. And do you remember that DuPont Certified STAINMASTER commercial of the toddler throwing his airplane plate full of food on the rug?

Immediately after the introduction of these advanced nylon fibers, carpet cleaning detergent formulators had to reformulate their detergents to have a pH of 10 or less. A scramble ensued for all those companies who cleaned residential carpet. It did not affect my cleaning company that much, because over 80% of carpet we cleaned was multi-family housing and commercial.

On day one of the Institute of Inspection Cleaning and Restoration Certification’s (IICRC) Carpet Cleaning Technician (CCT) classes I teach, I tell my students that I can teach them how to clean carpet in just a few hours. Yet, the reasons why we clean carpet the way we do, takes a bit longer. On day two of the class, I start by asking students if they think any lessons they learned on day one will make their jobs easier. More often than not, students reply, “I had no idea there was this much to know about carpet!” Because “It’s just carpet!”

Also, the class is taught according to the ANSI/IICRC S100 Standard and Reference Guide for Professional Cleaning of Textile Floor Coverings. Did you know such a document existed? The very first carpet cleaning standard was published on Nov. 1, 1991.

This came about after what some may say was a condescending challenge to “rug-suckers and shampoo slingers.” It came from the carpet manufacturers through their spokespeople of the Carpet and Rug Institute (CRI) at an event where the IICUC (the predecessor of the Institute of Inspection, Cleaning and Restoration Certification (IICRC)) board of directors and other “who’s who” of the carpet cleaning industry were gathered in St. Pete Beach, Florida, for a board of directors meeting. The challenge came across, in my opinion, as more of a threat when the CRI said, in essence, “You folks come up with a standard on how carpet should be cleaned, or we will.”

Within one year, the standard was published, and updates to that standard have been made throughout the years—with the 7th edition published in 2021. I could cover a lot more history, such as the CRI Seal of Approval program that started testing the efficacy of detergents, equipment, and cleaning methods, but that is another article in and of itself. The bottom line is professional carpet cleaning can be rocket science, even though “it’s just carpet.”

The carpet cleaning technician’s manual

The manual I use contains 14 chapters, not considering all the subchapters and sections, which include:

Spots occur frequently and need special care.

1. The Fiber Basics
2. Characteristics of Fiber Types
3. Fiber Identification
4. Fiber/Carpet Dyeing
5. Identifying Dye or Color Problems
6. Carpet Construction
7. Carpet Soiling
8. Cleaning: Practical Application
9. pH Specifications
10. Principles of Cleaning
11. Cleaning Methods
12. Deodorizing Techniques
13. Potential Problems and Challenges
14. Advanced Spot and Stain Removal

Who would have thought there was this much to learn about carpet, let alone cleaning it, because, of course, “it’s just carpet.”

I will now give you the two-day IICRC Carpet Cleaning Technician (CCT) class highlights.

The fiber basics

The class starts with fiber basics. Even though we talk a bit about wool, because it’s out there, three primary synthetic fibers (nylon, polyester, and polypropylene) are used in the manufacturing of carpet. Each of these fibers has unique characteristics regarding how they take dye, perform, accept/resist stains, and how easily they will clean. Knowing these help technicians properly clean carpet. I also teach how to perform a burn test to confirm the fiber type.

Then, we start talking about dirt and why cleaners are essential to the health and safety of occupants in homes and businesses. Properly maintained carpet is good for the environment and makes homes and businesses healthier places to live and work.

The chemistry of cleaning

These four principles are used to clean anything.

We talk about the chemicals we use to clean carpet. Within the chemistry of cleaning section, we talk about solutions, emulsions, suspension, surfactants, and pH.

A good chemical can help you reduce the time and effort it takes to clean. Each fiber can use a different chemistry to get the best results. Following the C.H.A.T. (chemical, heat, agitation, and time) principles of soil suspension will guide you further.

Soil removal step

The phrase, “cleaning doesn’t happen until the dirt goes someplace else,” comes into play now. With the shampoo method, the suspended soil is removed by wet vacuuming and subsequent vacuuming. With the bonnet cleaning method, the soil is absorbed into the bonnet. During the absorbent compound method, the soil is absorbed into the compound. In the water rinse (hot water) extraction method, the soil is rinsed off the carpet using the cleaning wand or large commercial walk-behind machines.

Spot, stain, wicking, and discoloration

The class teaches cleaners the difference between a spot, stain, discoloration, and wicking.

• Spot: Substance added to the carpet (beverage, a plate of food, tar, paint, etc.)
• Stain: Color added to the carpet (coffee, sports drinks, wine, etc.)
• Discoloration: Color removed from the carpet (bleach, benzoyl peroxide, etc.)
• Wicking: This occurs as the carpet dries, and unremoved substances wick up the fibers to reappear.

Groom and dry

Once the carpet has been cleaned, it may need to be groomed or brushed to lift and set the pile, so it looks its best and dries well. Tabs and blocks are used to protect furniture from moisture and the carpet from stains.

Bottom line

As you can see from this brief overview, owning and caring for carpet requires a lot. Carpet is an investment like any other large purchase. Even though “it’s just carpet,” maintaining it properly will help you keep the indoor environment healthier and get the longest, best-looking life out of it.

The post It’s Just Carpet appeared first on Cleanfax.

“The impact of global warming is evident through more violent hurricanes and deadly wildfires,” Moore explained.

Overall, the industry appears to have shaken the post-COVID-19 effects and is turning toward what’s next, said Jace Neville, Neville and Sons operations manager of Neville’s Carpet. In general, “less nervousness and reaction” and instead more positive forward thinking is occurring.

“We have seen customers calling us back who haven’t had any sort of cleaning for five-plus years,” Neville said. “It seems like the market is willing and growing, locally here at least. Cleaning other than carpet, furniture, tile, rugs, and other floorings are all up compared to previous years.”

Neville also has seen an uptick in water events.

“The events that would normally happen once every 18 months or so seem to be happening more often—whether it’s freezing in the wintertime or rain events in the summertime,” Neville said. “They create an overwhelming period of work for all our company, but we have been able to work through them and make sure that we take care of everyone who calls us.”

Bud Summers, PuroClean executive vice president of operations, also believes more prospects are available than ever. “As urban areas grow, it creates more opportunities,” he said. “More homes mean more work.”

Still, Summers added that with more homeowners trying to take on home repairs on their own, providing exceptional customer service and a quality customer experience is imperative now more than ever.

Finding growth and acquisitions

Searching for gains, the industry continues to see increased consolidation, with private equity interest growing since 2018.

“We have about half a dozen active acquirers who will continue to grow quickly, and each year, we will see other smaller private equity firms try to buy smaller local restoration companies and turn them into big national brands or acquire half a dozen local firms and try to get them on the same page,” Moore said. “Right now, we have approximately three brands doing over $2 billion in revenue, and by 2030, I predict we will have six-plus brands doing over $2 billion annually and one or more doing over $7.5 billion in revenue. While 2024 to 2025 will focus on consolidation, it may not reach the levels of 2023 due to external constraints like interest rates and the upcoming election.”

Another trend the industry is observing in consolidation is the varying impact of catastrophe work on company valuations. Companies that generate more than 30% of their revenue from catastrophe work, travel, and non-recurring revenue or significant losses are struggling with multiple constraints or aren’t getting offers.

“These companies continue to struggle to find willing and able buyers,” Moore said. “As restorers, we want big jobs and catastrophes, but as buyers, we want steady, predictable revenue businesses. The smaller your job size and the less catastrophe work you rely on actually equates to higher multiples and ultimate valuation.”

Alexander Ruggie, ASAP Restoration LLC marketing director, agreed that, a significant amount of consolidation, agglomeration, and aggregation has occurred lately.

“Mom-and-pop shops are closing down,” Ruggie explained. “Chucks with trucks are getting bolder in their offerings without being able to commit or provide. Smaller companies are being bought out by larger ones. Mid-sized operations are collaborating and forming associations through marketing channels, handshake deals, and referrals. And venture capitalists are consolidating operations at all levels of the industry to maximize profits and corner regional markets with sub-par collectives.

“It can be difficult for sole operators to compete against the bigger players in the industry. Competing against a rigged game is all but impossible, and this has caused a lot of operations to shut their doors.”

Looking at other ways to grow, Scott Vogel, Emergi-Clean Inc.’s chief operations officer, said businesses are expanding their scope of services, and area specialties are less prominent than they used to be.

“A lot of people are trying to branch out,” Vogel said, and he believes this correlates to the industry’s shrinkage.

“The nature of remediation services and restoration services has now almost become like a dead breed,” Vogel explained. “It’s like they’re not specializing in one item. They’re just a jack of all trades and a master of none.”

Vogel is also seeing more pushback from insurance carriers, as well as denials and caps on services. Additionally, where certifications used to matter to customers, they matter less this year. Instead, Vogel said the most crucial factor is the price of a job.

Inflation and rising costs are contributing to the problem.

“It is becoming more challenging to operate in this space in general with the costs of materials and labor all rising dramatically in concert with inflation,” Ruggie said. “This increases the minimum threshold for profiting off of a project significantly, and that has to be related to the consumer, who is already hurting for the same reasons.”

Moore also agreed pricing constraints and multiple parties reviewing estimates have led to lower margins and profitability. “These factors have forced us to innovate and streamline our processes to maintain efficiency and effectiveness,” he said.

Growing the workforce 

One way restoration companies are trying to increase efficiency and effectiveness is through their teams. However, finding talented and skilled labor for reconstruction and remediation is becoming more challenging.

“As minimum wages increase, so too do the expectations of those at higher tiers of ability,” Ruggie said. “As people job hop to find the best wages, this creates an instability in the industry that can shake the foundation of businesses. Moreover, with talented labor at such a premium and moving around so readily for the best deal, this can even affect the timeline for an individual consumer too.”

Personnel has been ASAP Restoration’s most significant challenge during the past year, and it appears this will be the same next year. The reason for this mainly lies in the company’s growth and expanding operations.

“Due to this, we are evolving and adapting to the changing workforce and the expectations of that workforce,” Ruggie explained.

For example, last year, ASAP Restoration worked more than 30 active jobs at a time, managed by more than 20 people in the office and field. This year, ASAP Restoration has more than doubled the number of active jobs and is managing them more efficiently with fewer people with more skills and experience.

“This makes them run smoother, go faster, and achieve more profitability in the long run,” Ruggie said.

Additionally, ASAP Restoration has found many of the best people via its existing workforce.

“This approach has worked best because it seems to all come down to trust and collaboration between team members,” Ruggie said. “When our crew knows they can rely on each other to get their portion of the job done, the project flows faster and becomes more profitable.”

Another recent technique ASAP Restoration has employed is hiring before a drop in productivity occurs.

“Essentially, it can be hard to plan for growth with a dynamic workforce composed of both hourly and salary employees,” Ruggie said. “This peak and valley cycle is hard to plan for, but with time and a bit of practice, we have started to coordinate bringing on new people with additional pushes in our marketing efforts. This way, after the new marketing efforts settle in, we are already prepared with trained and skilled team members ready to take on the influx of work.”

ASAP Restoration also found that its most successful hiring approach with the mitigation side of its business is to partner seasoned experts with new technicians eager to learn.

“This way, there is always education of new team members happening at the same time as being able to provide high-quality results to our clients,” Ruggie said. “No job is ever left with people who ��Dz�’t know exactly what to do in any situation simply because expertise was spread too thin.”

In the past few years, Neville and Sons instituted new methods to set the business on an outstanding workforce trajectory. “Firstly, we took a deep dive into what we charge, what we want to make, and how much we can pay our employees,” Neville said. “We brought our pay up significantly from our previous starting pay and well over minimum wage, which helps attract talent.”

However, to maintain and grow the talent, the business now focuses on its culture and providing a purpose.

“People do not want to just show up and clock in,” Neville said. “They can do that almost anywhere. The good people want to be a part of something and feel like they can make a difference.”

Another strategy to attract good employees is offering an apprenticeship. Emergi-Clean partnered with its state to hire high school juniors entering their senior years to enter a work development program with career and salary goals. Emergi-Clean developed a program that offers 295 hours of training in a classroom setting and 6,000 hours in the field.

“The reason why we developed an apprenticeship program is really to give these younger members of the workforce—the new workforce—an understanding of the achievement of where they could be in two to three to four years,” Vogel explained. “I feel like the industry, in and of itself, has never really provided that. The turnover is extremely high, and this has caused low-paying jobs.”

Additionally, great teams prepare companies for long-term strategic growth, said Rich Wilson, Paul Davis Restoration president and CEO.

“Recruiting, supporting, and retaining great people are the core drivers of any past, current, and future success,” he said. “My advice is to make it a priority and have the discipline to have it remain a priority.”

ATI Restoration’s Moore agreed that the key to success is retaining good people and ensuring they remain passionate about the company’s brand and culture.

“Focus on nurturing your current team rather than constantly seeking new hires,” he explained. “Keeping employees engaged and in love with the company’s mission and values is crucial. We have had much success with our employee referral program because our workforce can help bring in great talent. Also, continually building relationships and keeping an eye out for talent regardless of an open spot has proven to be beneficial.”

PuroClean also believes that providing training can help attract and retain employees. Summers added that having certified technicians train uncertified technicians is no longer an option as the training becomes diluted.

“We find that having clear roles and responsibilities, a training path that is easily accessible, and the ability for them to get acknowledged for completing training— whether that’s in additional wages or celebrating—is pivotal in attracting and maintaining people,” Summers said.

Embracing technology 

Lately, many encouraging technological improvements are happening in the restoration industry.

For example, moisture meters are becoming more sensitive and capable, which makes it easier to detect issues that might have gone unnoticed before, ASAP Restoration’s Ruggie said. Drying equipment also has improved capacity and lower energy requirements, which makes it easier to take on jobs with challenging space or power restrictions. Additionally, the ability to access and monitor remotely is taking much off the plate for remediation. Much of the data that previously needed to be collected in person can now be downloaded to an app and transcoded for however needed.

While the technology for working in the field hasn’t changed much, Ruggie said ASAP Restoration has dabbled in using augmented reality visualization programs to get room measurements and display potential finished product designs.

“We haven’t committed to anything permanently because the technology just isn’t totally there yet,” Ruggie said. “Measurements, for example, are almost always reliable, but sometimes they are far enough off that the math doesn’t work out anymore.”

As Neville and Sons has gradually increased its low-moisture and commercial cleaning during the last few years, particularly in low-moisture cleaning, encapsulation machines have changed the industry significantly. Neville also hopes that more innovation will come in the truckmount cleaning market.

This year, ATI’s Moore has seen promising trends in remote estimating by tapping into several industry-leading technology innovations, along with an increased adoption of artificial intelligence (AI) and automation tools. “It is encouraging to see remote estimating drive operational efficiency, as it allows us to customize roles to better align the strengths and skill sets of our talent,” he explained.

Looking ahead, advancements in AI and automation will continue to shape the industry, streamlining processes and making them more data-driven.

“The impacts of what generative AI could become in the future are transformative, and it’s time now to begin to explore possible applications for the restoration industry,” Moore said. “Use cases like estimating, synthesizing large data, copywriting, customer service support, and idea generation are just the tip of the iceberg.”

PuroClean’s Summers also feels AI will become a significant force moving forward.

“It’s going to change how we estimate,” he explained. “It’s going to change the way we scope jobs, and it’s going to change the way we put together drying plans on mitigation jobs.”

PuroClean has also embraced software technology and made it mandatory for franchisees, ensuring everyone has the same technology.

“It gives us the ability to scale improvements because we’re not having to train 15 different software,” Summers explained.

He expects new software to continue to develop and progress the industry.

“The better the data, the better you can generate improvement and growth,” Summers said. “It’s going to make it much easier to find dollars that are left on the table or expenses that are out-of-line.”

Along with new tools for cleaners and restorers, Summers said customers now also have the option to be better informed about the restoration experience.

“A homeowner can pick up a handheld device and not only search for providers but actually see videos on ‘What does restoration mean?’ and ‘What does water damage mean?’” he explained. “There is so much data. Even 10 years ago, going to a homeowner, we had to explain to them what was going to happen. Now, by the time we get there, they have already watched five different videos and quite often already have ideas on how their homes should be dried.”

Wilson said Paul Davis also understands the need to incorporate technology into its short- and long-term strategy while benefiting from an extensive network to pilot and vet the efficacy of each potential tool.

Still, technology can present challenges.

“As restorers, we need end-to-end solutions, but current technology and software companies fall short,” Moore explained. “We need a comprehensive product that supports us from the first notice of loss—receiving the loss—to collecting dollars from the job.”

Moving forward

Many in the industry expect the year to end with growth.

“Thanks to a heightened sense of cleanliness in our homes, we will also see returning customers who haven’t thought about cleaning in years,” Neville said.

While weather events will continue, they are impossible to predict, Neville added.

As the industry continues to move through the year, further consolidation is also the norm.

“As companies go under or coalesce into collectives, they seem to be reducing their actual capacity and subcontracting out more of the actual work,” ASAP Restoration’s Ruggie said. “This means that for enterprises like ours that do everything from A to Z, and for potential customers that want a single point of contact, our services are more attractive than ever.”

Still, ATI’s Moore expects the industry to continue to face margin depression due to volatile material prices and increased scrutiny from third-party companies. Adopting new technologies and investing in innovative solutions is essential to maintaining profitability.

“At ATI, we are looking into AI to automate estimates from 3D scans,” Moore said. “Within ten years, these scans will be able to handle 90% of the estimating through AI. Companies that invest in this technology, whether developing it in-house or purchasing from others, will stand out. We all need to invest in tomorrow, balancing our current operations with a vision for the future. Those who maintain this big-picture perspective will adapt, thrive, and avoid consolidation or disappearance in the marketplace.”

Whether this year ends slow, steady, or ahead for your business, Emergi-Clean’s Vogel said investment within your company is essential to build a better future. When businesses cut training funding, Vogel believes companies start to spiral, quality diminishes, and customer service drops.

“I increased my training budget because I want the guys to go out and train, be better prepared, and work on productivity for when we do get busy,” Vogel said. “And we always get busy.”

Industry Contributors

Jeff Moore, ATI Restoration president and chief acquisitions officer, is a second-generation restorer, who has worked in the company since 1994. ATI Restoration is a full-service restoration and remediation contractor offering construction, restoration, and environmental services. Additionally, Moore is president-elect for the Restoration Industry Association (RIA).

Jace Neville, Neville and Sons operations manager of Neville’s Carpet, has personally been in the 47-year-old business for 16 years. The company operates under three business units: Neville’s Restoration, Neville’s Carpet, and Neville’s Repairs.

Bud Summers, PuroClean executive vice president of operations, has also been an independent restoration owner and a franchise owner with almost 40 years of experience. PuroClean has become one of North America’s leading property damage remediation franchise organizations, with a network of nearly 500 locations.

Alexander Ruggie, ASAP Restoration LLC marketing director, has worked in restoration for four years and construction for close to a decade. ASAP Restoration offers remediation, restoration, and remodeling services throughout Arizona, though mainly in Phoenix. While the business focuses primarily on residential, ASAP Restoration is breaking into commercial and light industrial projects.

Scott Vogel, Emergi-Clean Inc. chief operations officer, has been in the industry for more than 18 years. Emergi-Clean services the New Jersey tri-state area with biohazardous remediation, including for crime scenes, homicides, accidents, and other deaths.

Rich Wilson, Paul Davis Restoration president and CEO for the past nine years, said business has been growing double-digits for the past decade. As a full-service restoration provider in the U.S, and Canada, Paul Davis’ services include water and smoke mitigation, remediation, contents, and reconstruction.

The post Restoration: State of the Industry appeared first on Cleanfax.

However, a dedicated team and company culture have allowed us to overcome obstacles and persevere. As a result, we’ve remained committed to staying the course, leaning into our business plan, and driving strong growth.

Our longevity can be credited to focusing on three key elements over the years:

1. High-quality and reliable client service.
2. A team-oriented company culture.
3. Caring for the customers and communities we serve.

This article will explore how paying consistent attention to these three essential elements can create a long-lasting enterprise.

Service

As a cleaning or restoration business owner, it’s tempting to view projects in a “get in, get out” manner. However, it’s vital to recognize that clients often approach us at the most vulnerable moment in their lives. Understanding and empathizing with their emotional challenges is paramount. While completing projects efficiently is imperative, staying focused on the human aspect is equally important. This approach not only aids the rebuilding process but also builds trust and confidence.

Paying attention to the details, including before and after photos for restoration, is crucial because we know that we’re not just restoring client homes and businesses but also their lives. By prioritizing the safety of all involved throughout the project and staying in touch with our clients through every phase of the project, we fulfill our obligations and strengthen the human connection that enhances our reputation and builds referral and repeat business.

The same concept applies to cleaning, but without some of the sensitivities involved in restoration.

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With more than four decades of experience under our belt, I’ve recognized the pivotal link between company culture and sustained success. It’s all about embracing a strategy that sets us up for long-term growth. For me, that was welcoming the next generation into our fold–my two sons–fostering a multi-generational dynamic poised for lasting success.

At the same time, I’ve learned that building the right talent around ownership is equally critical. By assembling a diverse, collaborative team with experience in fields including insurance, construction, and management, you strengthen the company on all levels and enrich the culture of the organization.

Furthermore, investing in the personal and professional growth of employees through continuous training, workshops, and events is indispensable. This commitment not only fortifies our workforce but also instills a culture of perpetual growth and development, ensuring that a business can remain adaptable and resilient for years to come.

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Living within the community your business serves creates a common ground of shared challenges and mutual interests with clients, offering a distinct advantage for long-term success. However, it’s the proactive involvement in community initiatives that has been a key contributor to longevity throughout my career. Why? Because relationships and word-of-mouth referrals carry substantial weight, and when a business is deeply rooted in the community, it naturally becomes the preferred choice.

It’s crucial to engage with the community in a genuine manner that aligns with your business ethos. For example, collaborating with local firefighters through event sponsorship seamlessly integrates with our business model. Nurturing relationships with trusted community members who endorse our services offers a significant advantage for longevity, spanning past, present, and future. That type of networking goes a long way.

While much of what I’ve shared seems like common-sense business practices, I have encountered far too many business leaders who are narrowly focused on profits. Without attention to these more holistic business practices, your cleaning or restoration company could be doomed to disaster. I can assure you that profits will follow if you define, nurture, and stay true to your core values, such as the three longevity-building factors.

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Many business owners and managers have been conditioned to have all the answers to our workers’ questions, to be right in the decisions or the comments we make, and to win—sometimes at debatable costs. Kick butt; take names; ask questions later.

This is especially true when it comes to hiring people. But in my opinion, we too often ask the wrong questions —or at least we’re not asking the right ones.

For example, consider the way in which many of us arrive at the compensation package we’re planning to offer a new hire. Some might check websites to see comparable wages for similar jobs in their local area. Others might ask colleagues to see what they’re paying at their company.

Regardless of the answer, we’re ultimately asking: How much do we have to pay the person to perform the job that needs to be done? Or how much can we get out of them for the compensation we’re willing to offer? We compare what we’re offering to the “going rate” for similar positions. We worry that if we offer too little, candidates will go elsewhere. But if we offer too much, we might wonder if we could have hired them for less.

In my opinion, we need to add more questions to our thinking process about hiring, such as:

• What can this person get from us for the compensation we’re offering?
• Are they capable of helping the company achieve its objectives and move it closer to its vision?
• Can they push me to grow and become a better business leader?
• How will they help us think differently about the company? Will they bring fresh eyes and challenge the way we’ve always done things?
• What life experiences or points of view will they add to the tapestry of our company, making it a better place to work?
• Will they help us compete better in an increasingly diverse marketplace?

Great employees make us better. That’s one of the things we should be paying them to do. Great workers inspire us to bring out better versions of ourselves that may have been hidden away all along but perhaps lacked a reason or necessity to emerge. They teach us how to lead the caliber of people we need to drive a larger company.

Understandably, workers like this can be frightening to some business leaders. Still, we need people who can ask questions we didn’t even know to ask. Once we find a person like this, we need to compensate them well for the value they will bring to the company, which will definitely be higher than “the going rate.”

The next time you’re interviewing, ask yourself what the person will bring to the company to improve or help it grow. Better yet, ask them. Then consider how much having a better place to work or a more competitive business is worth and see if it changes your thinking about what you’re willing to pay.

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Fortunately for restorers, these intransigent companies have an uncompromising bureaucratic nature, leaving them with an overworked staff and an antiquated system that can be circumnavigated with the right skills and knowledge.

Yet, the same dated system portals that TPAs use to wrench profits away from vendors can be used against them to recover those profits.

Understanding TPA portals

TPA portals serve as centralized platforms for managing insurance claims and providing access to critical information and resources for all the pertinent parties involved in the claim.

Each TPA portal is a different beast, but they all tend to follow the same principles and rules. The first step in getting the most out of every TPA is to familiarize yourself with your TPA portal’s layout, features, and functionalities. It truly helps to get the most out of each TPA.

Every TPA portal has a staff member on the other side who has never stepped foot on a jobsite and has no idea what the difference is between Durock® cement board and drywall. This means that they won’t know what they are doing or talking about most of the time. On the other hand, they will have a spreadsheet that dictates what they can say on any given estimate.

If you learn what they know, what they are looking for, and what they ��Dz�’t understand because of having never been to a job site, you can start finding ways to make a project work.

Estimator tools

Each portal will have different requirements for the kind of estimate format that they are willing to accept. That said, most TPAs will mandate that estimates be submitted in either Symbility or Xactimate formats. If the TPA accepts one, they likely won’t accept the other.  In turn, make sure to write your estimates in the program that the TPA dictates, or you will be wasting time and resources redoing the same work.

Regardless of the TPA’s estimator format, you can learn all the specifics involved in each program to ensure you are not shortchanged on your project totals. This is where skills with estimator programs and macros scripts come into play. The more tricks you know with these programs, the more money you will be able to save.

Working with TPA agents

TPA agents play a significant role in facilitating communication and collaboration between homeowners, contractors, and insurance carriers. Their decisions can be received either favorably or unfavorably.

When you have a good relationship with your TPA agent, it is easier to deal with the expense. But, it is also easier to find ways that they won’t realize you’ve put money into your pocket, too. The likelihood that your TPA agent has never stepped foot in the field will be evident in these conversations. And it’s in these conversations that you can learn everything your agent is looking out for and simultaneously all the things they will likely miss, too.

Submissions and supplements

One of the most critical aspects of getting paid from a TPA provider is to ensure all your ducks are in a row before making any submissions or supplements. The agent will never tell you that you’ve missed something, so if you ��Dz�’t catch your mistakes, you will pay for them later.

On the mitigation side of TPA work, you won’t be paid until after all the work is done.  While doing the work, you will also likely encounter a healthy amount of pushback on any line items you have that the agent doesn’t readily understand. You may even have pushbacks on completely necessary things that make total sense, but because they have never extracted a drop of water themselves, they think they can check you on it for a few bucks.

Stand your ground as often as you can tolerate doing so. TPAs will always try to reduce the amount they have to pay out, but they can’t do so at the cost of reasonable care for the client they are serving. If you can frame your argument in a light that shows their customer needs what you are asking for, they will be much more likely to find a way to pay for it.

The same rules apply to supplements, but even more so because they will be scrutinized with a higher degree of attention. Additionally, it’s critical to remember to reapply your overhead and profit margins to the total.

Supplements, such as initial estimates, require a healthy understanding of the terminology used to get the most out of a project. Suppose you are reconstructing a wall; you know that shifting the terminology of your description around (in deference to the TPA agent) will get the job done without being shortchanged for the total distance of the drywall. In that case, this is a terminology alteration that you can take full advantage of.

Pick for profit

When it comes to TPA work, you ��Dz�’t get to pick your battles, but you do get to choose what kind of war you want to fight. Each TPA is different. Some of them will be much easier to work with than others. Pick your TPA based on your capacity rather than trying to make your capacity work for the TPA. This means more than just staffing appropriations. Choosing a TPA is half the battle. Read reviews and ask other people in the industry what they think.

Picking your TPA is a critical step in ensuring you get the most value out of the work. Not all of them are built equally, and finding the right niche to exploit might just be how you get the most value out of the prospect. At the end of the day, while TPA work feels like indentured servitude, it’s still a vastly cheaper source of leads than many other means of accruing them.

In the competitive and often convoluted world of insurance restoration claims, TPAs wield significant influence that can regularly disadvantage restoration companies and customers alike. Unfortunately, this can lead to compromised timelines, inadequate budgets, and substandard workmanship—ultimately impacting property owners the most while trying to save a buck.

However, amidst the bureaucratic chaos caused by TPAs lies an opportunity for restoration providers to assert themselves. By navigating TPA portals with precision, understanding the intricacies of estimator software, fostering effective relationships with TPA agents, and mastering the submission and supplement process, restoration companies can reclaim control over their projects and secure fair compensation for their services.

In essence, by fully understanding and leveraging the systems designed to curtail their profits, restoration providers can ensure that they emerge from the chaos profitably, ethically intact, and as advocates for the property owners they serve with quality work.

Alexander Ruggie is the marketing and business development director for ASAP Restoration LLC. He has a proven record for growing businesses, both large and small, with strategic planning and targeted content that delivers results.

 Joshua Rudin owns ASAP Restoration LLC and is a certified restorer. Before opening the doors in 2008, Rudin had been a successful entrepreneur in the restaurant industry, owning and running several thriving locations for over two decades. To reach Rudin, visit AsapRestoration247.com, call 602-515-7918, or email jrudin@asaprestoration247.com.

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• “I can’t find good people.”
• “Nobody wants to work.”
• “I ��Dz�’t have enough customers.”
• “I’m not making money.”
• “I work too many hours.”

What about you? What is your biggest challenge? Whatever you feel your biggest problem is, let’s dig a little deeper.

The problem behind the problem

Several years ago, I learned to ask this question: What is the problem behind the problem? For example: What’s the problem behind not being able to find good employees? “I have to do everything myself.”

And the problem behind that? “I spend too much time working.”

And the problem behind that? “I ��Dz�’t have time with family.”

And the problem behind that? “I miss dinner and important events with my family.”

And we all know the problem behind that. The family becomes stressed, and the family grows apart.

I understand. My family suffered from that. When my son was younger, I worked all the time. I started my training business when he was only five years old. I traveled a lot and missed many opportunities to be involved in his life.

We grew apart and had lots of problems. Thankfully, we are very close today. And now my son has a family. One of the greatest joys in my life today is my two grandkids. I love being with them and am completely involved in their lives.

My friend David Frey likes to say, “No amount of business success can compensate for failure at home.”

Achieve your L.I.F.E. goals

Remember that the one and only reason your business exists is to help you achieve your L.I.F.E. (Living In Freedom Everyday) goals, and surely your goals include having good family relationships. Everyone wants that.

You may not even know what all your goals are yet, but deep down in your gut, you at least know what you ��Dz�’t want. You ��Dz�’t want to lose your family. You ��Dz�’t want to be broke. You ��Dz�’t want to be a slave to your business.

So, it always comes back to your life and your life goals—the life you were born to live, the life you were created to live.

What’s the solution?

The real reason you aren’t reaching your biggest goals is because of something I call F.T.I. (Failure To Implement).

Would you agree that if you did all that you already know to do, you would be more successful? Of course. Would you agree that if your team did all they knew to do, your business would be more successful? Again, the answer is yes.

The real problem behind all these problems is that you aren’t living the life you feel you are supposed to live.

The common feedback I get from coaching clients when they ��Dz�’t perform is that they are overwhelmed, a team member dropped the ball, a client had a problem, or some other kind of event like a weather disaster or family problem occurred.

Yet, at the same time, you have other people who are growing despite having the same issues. What’s the difference between the two? The difference is that the person who implemented didn’t let the problems keep them from their goal.

Learn and implement

Coaching thousands of business owners reveals that those who are the most successful do just two things:

1. They learn the proven systems.
2. They implement them.

Just having the curriculum available is not enough. You must learn the process and believe that you can accomplish the goal.

Zig Ziglar, the renowned motivational speaker, often emphasized the importance of desire in achieving success. He believed it was the driving force behind all great achievements. It’s the passion and determination to reach your goals that can help you overcome obstacles and stay motivated. A person with a burning desire will do everything they can to discover what the successful person is doing.

I call it inspiration. People who ��Dz�’t implement aren’t inspired. They are not inspired because they ��Dz�’t have a vision. They ��Dz�’t have a vision because they have doubts. They ��Dz�’t believe!

The Conflict Question

You will always have problems. Issues will always exist. They always continue in a business. But when you have the right processes and the right people in place, your problems will be minimized because your business will be profitable and predictable.

You can start solving those challenges by learning the proven systems, by learning how to be a stronger leader and by learning how to build a phenomenal dream team.

But learning is just the beginning. What do you need to learn?

The post The Conflict Question appeared first on Cleanfax.

PuroClean Franchise Owners benefit from a tried-and-true business model, along with continual operational support, helping them to realize their dream of business ownership. In fact, PuroClean saw 37% system-wide sales growth in 2023, and Franchise Owners averaged $1M+ in annual gross sales (as outlined in Item 19 of PuroClean’s 2024 Franchise Disclosure Document).

Stop by Booth 433 at The Experience Convention & Trade Show to learn more about this recession-resistant business opportunity!

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