When a pipe bursts, a fire breaks out, or flood waters rise, homeowners' first instinct will rightfully be to address immediate safety, but what comes next? According to recent DocuSketch research, after a disaster strikes, the vast majority (76%) of homeowners would call their insurance company first, while just 12% would call a restoration professional.

The reality is that restoration professionals will likely be the "second call,” but in today’s competitive marketplace, restoration providers can’t wait for the storm. Those looking to secure that spot should focus on building strong relationships with insurance carriers, customers, and their communities to increase their referrals.

Insurance Relationships Drive Referrals

In disaster scenarios, insurance carriers are, and will remain, the primary point of contact for homeowners. As such, restoration businesses must recognize this reality and strategically position themselves as the carrier's recommended partner. Insurance carriers hold the keys to the next job, and if they don’t know or trust a local restoration business, they’ll simply call someone else.

To become that trusted partner, restorers should focus on the benefits they provide to both the carrier and homeowner. According to our recent research, more than half (55%) of homeowners say they would depend on restoration professionals for guidance when navigating insurance, indicating a gap in consumers’ understanding of the claims process. To homeowners, restoration professionals are not only service providers — they are trusted advisors that insurance carriers should partner with to overcome their biggest challenge: the trust gap.

Over half (54%) of consumers believe insurance companies aren't transparent about how claims are calculated, and nearly half (45%) don't fully trust brokers to act in their best interest. When restoration companies build relationships with carriers, they should emphasize their role in bridging the trust gap. By providing clear communication, transparent processes and quality service directly to policyholders, restorers help carriers improve customer satisfaction, retention and trust between the carrier and the homeowner. When carriers see restorers consistently delivering this value, referrals naturally follow.

Another way for restoration companies to drive referrals from insurance carriers is by clearly communicating how their technology improves outcomes for everyone involved in the claims process. For instance, 360° documentation technology helps build trust and transparency by providing an unbiased visual record that all stakeholders can access. This approach minimizes potential disputes throughout the claims process by providing objective evidence and reducing administrative burden for insurance carriers. When restorers can demonstrate these efficiencies, they become invaluable partners that carriers want to refer to again and again.

Referrals Start When the Job Begins

Even when customers aren’t referred by their insurance provider, the restoration contractor is rarely the first call, homeowners typically reach out to friends and family for recommendations first. For restorers, becoming the go-to for word-of-mouth referrals is how they win more work.

Every restoration professional knows that a job well done is the foundation of future referrals. However, exceptional service is just the starting point. Successful restoration businesses take intentional steps to strengthen customer relationships to  increase referral opportunities after a job is completed. Six-month check-in calls are a great tactic for restoration businesses to remain top of mind for referrals. During these calls, restoration contractors can address any lingering concerns, demonstrate their continued support and confirm their position as the top-of-mind recommendation for future needs or word-of-mouth recommendations.

That said, the restoration industry is rarely a one-call business. Nearly all (94%) Americans would gather multiple quotes before selecting a restorer, with the majority getting quotes from 2-3 businesses or professionals. To win out against the competition, restorers must reverse-engineer how homeowners discover and evaluate restoration providers. Outside of traditional word-of-mouth, Google reviews are an increasingly important avenue for people to learn about restorers and compare providers. Restorers can encourage more Google reviews by offering current customers a gift card as a thank you for their time and feedback. The intention isn’t to buy positive reviews, but to show appreciation for customers who help the business grow by sharing their honest experiences, especially since most customers won’t leave a review unless prompted.

Being Present Beyond Emergencies

Finally, to truly stand out as the most trusted “second call,” restorers must be more than service providers, they need to become valued members of the communities they serve, building relationships through authentic engagement and local partnerships.

Partnering with other home service professionals can also expand a restoration business’s referral network. Plumbers responding to burst pipes, HVAC technicians discovering mold during routine maintenance, or roofers identifying water intrusion all represent natural touchpoints where restoration is needed. However, these partnerships only work when restoration contractors establish themselves as reliable, responsive partners who consistently deliver quality results and make the referring professional look good to their customers.

Beyond professional networks, active community involvement is a good strategy for restorers to build trust, recognition and long-term relationships within the communities they serve. Sponsoring local youth sports teams, supporting community events and fundraisers, or participating in local Chamber of Commerce activities are all good ways to create familiarity and trust that digital marketing can't replace. When a community sees a restoration company's name on Little League jerseys or at charity events year after year, that consistent presence means homeowners naturally think of that company when disaster strikes, whether they're calling directly or asking their insurance carrier for recommendations. Restorers show up for their community during their worst moments, but it's equally important to be present during their best.

The Second Call Is Earned

Securing a restoration business’s place as the most trusted “second call” isn’t easy. The restoration industry will always be a relationship-driven business, whether building partnerships with insurance carriers or earning word-of-mouth recommendations. Success doesn’t come from a single marketing tactic or one stellar review, it comes from the cumulative effect of reaching out, showing up, doing excellent work and being present in the community year after year.