Communicating With Customers During CAT Events: Do's and Don’ts for Restorers

How restoration professionals should explain their scope of work without discussing their customer’s coverage

Welcome to back to Technical Tip Tuesday. This week’s topic is the one at the core of CAT work, helping customers understand what we do, what we don’t do, and how to effectively communicate during some of the most stressful moments of their life.

John Reasoner, Senior Director of Catastrophe Services at Paul Davis Restoration, breaks down one of the biggest and most consistent points of confusion for homeowners during catastrophe events: coverage.

The most common (and overwhelmingly largest) misunderstanding is this: homeowners rarely know what their insurance policy covers, or what FEMA covers, during a catastrophe.

It’s no one’s fault, especially not your customer. CAT events are chaotic. Policies are complicated. FEMA guidelines change. Your customers simply want answers from the professionals in front of them.

Restorers are not adjusters.

We do not determine coverage.
We do not interpret policy.
We do not speak on behalf of FEMA or the insurance carrier.

Trying to answer those questions not only confuses the customer, but it also creates liability and disrupts the flow between the restorer, adjuster, and FEMA.

So, What Should Restorers Communicate?

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Clarity is everything. The restorer is responsible for:

Explaining the scope of work required to prevent secondary damage.
Clarifying that some or all the work may or may not be covered depending on the policy or FEMA.
Making sure the customer understands and signs off on the work being performed.
Providing the documentation they need but leave coverage decisions to the proper parties.

This creates a healthier, more transparent relationship between you, the homeowner, the adjuster, and FEMA.

We will see you next week!

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Kayla McGowan is the SPAR Partner Manager for PuroClean, where she manages and strengthens the company’s vendor partnership ecosystem. In her role, she serves as a key liaison between PuroClean, approved vendor partners, internal stakeholders, and Franchise Owners, helping connect the network with trusted tools, services, and products that support operational success.

With more than 10 years of experience in marketing and communications within the restoration and cleaning industry, Kayla has built her career around connecting people, ideas, and resources that move the industry forward. She is the former Editor-in-Chief of Restoration & Remediation (R&R) Magazine and continues to contribute to R&R as a writer, bringing her industry knowledge and perspective to its audience.

Kayla holds a B.S. in Criminal Science and an M.S. in Public Safety and Emergency Management from Grand Canyon University. She also serves as Co-Chair of the Restoration Industry Association’s Marketing Committee.

Her industry credentials include Microbial Warrior®️, Certified Forensic Operator®️, and High Risk/High Level Decontamination Specialist™️. Passionate about elevating the restoration industry and the professionals within it, Kayla enjoys building meaningful relationships, sharing knowledge, and creating opportunities for collaboration. Outside of work, she is a food lover who enjoys spending time with her family and being outdoors.