“One of the key challenges we’ve faced this past year has been refining our messaging to ensure that potential clients clearly understand how we help create the cleanest, healthiest, and most comfortable homes possible,” explained Amy Prihoda, Professional Cleaning & Restoration Systems’ co-owner and president. “To address this, we’ve developed a multifaceted marketing approach tailored to both new prospects and our existing client base. This includes a combination of digital outreach, print materials, and coordinated email and text campaigns.”

With 23 years of experience in the industry, Prihoda places a high value on education. She holds several IICRC certifications and frequently shares her knowledge through the company’s blog.

“One of my greatest strategies for success has been a commitment to continuous learning,” Prihoda explained. “I’ve made it a part of my daily routine to invest time in personal and professional growth through audiobooks, webinars, conferences, and other educational resources.”

Thriving teammates

Professional Cleaning & Restoration Systems shares jobsite photos on its website to educate clients on its work.

Prihoda and her team’s technical expertise contribute to the business’s success, and they view education as an ongoing journey rather than a destination. In turn, the most effective step the company has taken to cultivate a thriving workforce is to hire the right team members by clearly defining what Professional Cleaning & Restoration Systems is looking for in each position. From there, candidates undergo a structured hiring process that includes phone, in-person, and group interviews—as well as “homework.”

“Throughout this process, we focus on evaluating how well they align with our team culture and how their experience connects to the needs of our business,” Prihoda said.

Team members are also encouraged to pursue IICRC certifications. Prihoda wants the company’s clients to know they’re hiring trained professionals.

But just as importantly, Prihoda wants employees to feel empowered and valued.

“We look to our employees to be our experts and to be our eyes and ears in the field to let us know if there is feedback, things that we need to change, or that we need to revamp this process,” Prihoda explained. “Without them having those certifications, and going to the IICRC classes, I really don’t see that they would be empowered enough in order to do that.”

Transitioning business strategy

Professional Cleaning & Restoration Systems is a second-generation company operated by Prihoda and her brother, Curtis Bloxam, who is the company’s co-owner and chief operations officer. Founded in 1987 by their father, the company initially focused on a niche market and specialized in apartment carpet cleaning. It offered services such as tenant turnover cleanups, stain removal, carpet dyeing, and repairs. However, in the early 2000s, the siblings recognized the opportunity to diversify into residential business while still maintaining a primary focus on cleaning. In 2010, they expanded into restoration, which led to the addition of a second division to the company. The company then operated under two names and brands.

With Professional Cleaning & Restoration Systems of Connecticut’s rebrand, the company merged the two previously fragmented brands into one cohesive brand.

Professional Cleaning & Restoration Systems offers a range of services for the whole house.

“We found how much easier it is under one brand name and the different traction we are able to get,” Prihoda said. “We still do a lot of the same things that we’ve always done.”

Currently, Professional Cleaning & Restoration Systems services commercial and residential properties by offering a wide range of services that include carpet, tile, upholstery, mattress, and area rug cleaning—as well as specialty stain removal and carpet dye, repair, and stretch work. Further, the company offers water damage mitigation, structural drying, and mold remediation. Most recently, the company has added dryer, vent, and duct cleaning—as well as a focus on humidity control, crawl space encapsulation, and indoor air quality solutions.

“We are really focusing on the entire property and making sure that we can provide our clients with the cleanest, healthiest, most comfortable homes possible,” Prihoda said.

With increasing environmental concerns—from wildfires and floods to poor air quality—she believes the industry is moving in a vital direction: total indoor wellness.

“We spend 90% of our time indoors,” Prihoda said. People deserve to feel good, safe, and healthy where they live, she explained.

Striving for a healthier future

The pivot to offering cleaning and restoration services under one umbrella allows Professional Cleaning & Restoration Systems to provide a comprehensive solution to clients. As Prihoda looks toward the future, the co-owner sees opportunities for her company and the broader industry. Bridging the gap between cleaning and restoration, she believes, is the path the entire industry is on.

“Who better than the people who are in the home, cleaning the textiles, and restoring the property after a loss?” Prihoda asked. “We’ve got all the intimate knowledge of that property to make it the cleanest, healthiest home possible.”

Watch the full interview below:

The post The 2025 Restoration Industry Leaders Review: Professional Cleaning and Restoration Systems of Connecticut appeared first on Cleanfax.

Under 911 Restoration CEO Miri Offir’s leadership for the last three years, the company has expanded to more than 110 locations, with plans to reach 200 locations across 600 territories. This year, it anticipates opening 30 to 40 alone.

Cultivating culture

This growth, however, hasn’t been without growing pains. After trying various approaches, including third-party recruiters, Offir learned that making recruitment a team effort produces the best results.

“Posting our own job ads on LinkedIn and encouraging our team to reshare posts and refer candidates who align with our culture has been our most effective strategy,” she explained.

Maintaining a strong, positive culture also is crucial.

Maintaining a strong, positive culture is crucial to 911 Restoration’s success.

“When existing team members feel valued and engaged, they naturally become advocates who refer quality candidates,” Offir said. “We also incentivize referrals, which strengthens our ability to attract people who share our values.”

Her advice for other restoration professionals is to focus on creating an environment where your team feels invested in the company’s success and sees themselves as part of the recruitment process. Given that the restoration industry faces significant workforce challenges—with labor shortages being a top concern across the sector—she believes this collaborative approach to hiring has been essential for continued growth.

“My biggest piece of advice is to see the people first,” Offir said. “Genuinely care about your team, get to know their strengths, goals, and what they’re passionate about. Keep open communication channels with everyone, so they feel comfortable sharing both challenges and ideas.”

Additionally, companies should strive to create an atmosphere of team collaboration. “Listen to your people, encourage collaboration, and ensure that their voices are truly heard,” Offir said. “Often, some of the best ideas come directly from team members who are closest to the work.”

Moreover, Offir encourages professionals to give their teams autonomy in making decisions within their roles and responsibilities. “It builds trust, ownership, and confidence,” she explained. “At the same time, always connect them back to the bigger picture—the company vision and goals. Help them understand how their individual contributions fit in and how they can continue to develop and grow within the organization.”

Ultimately, when people feel valued, heard, and connected to a larger purpose, they’re more engaged and motivated.

“That’s how you build and sustain a thriving workforce,” Offir said.

Building a stronger business

911 Restoration Founder Idan Shpizear and CEO Miri Offir welcome attendees to its National Franchise Convention.

One of the most significant challenges 911 Restoration faced this past year was navigating major structural, organizational, and system changes that the company implemented to better align with evolving market conditions and support its long-term growth goals. For example, internally, Restoration 911 focused on greater efficiency by implementing automation and custom artificial intelligence tools created by its developers—resulting in increased efficiency, ease of collaboration, greater communication, and stronger franchisee support.

On the marketing side, the restoration company is launching a new national website, which introduces more types of campaign services for its branches to support their growth and revenue objectives. Restoration 911 also implemented new automations to enhance SEO performance, which have already begun to drive more leads.

While these changes were necessary and strategic, the biggest hurdle was ensuring team-wide receptiveness and avoiding uncertainty or trepidation.

“Overcoming this required patience and intentional leadership,” Offir said. “We placed a strong emphasis on maintaining open communication channels across all levels of the organization, especially with department heads. We were transparent about the ‘why’ behind the changes—continually reinforcing the company’s vision, goals, and purpose so that everyone understood how their role contributed to the bigger picture.”

One key takeaway for Offir is that you can never over-communicate during times of transition.

“By creating space for honest dialogue, addressing concerns early, and staying connected as a team, we were able to turn initial resistance into shared ownership, and that made all the difference,” Offir explained.

In that light, 911 Restoration hosted new franchise training in July for five new franchisees, reflecting its continued commitment to proper onboarding and support.

Foundation for success

This year, 911 Restoration was named Forbes’ Best Water Damage Restoration Company and listed in CNN’s Underscored Top Mold Remediation Services as Best for Quick Response Times. Additionally, Entrepreneur Magazine ranked 911 Restoration among its 2025 Fastest Growing Franchises and Top Franchises Under $150,000.

Offir believes these successes derive from the company’s core focus of putting people first.

While innovation is critical, flexibility and adaptability are also non-negotiable in today’s landscape. “The market is constantly evolving, and staying ahead means we must research, adapt, and innovate continuously—never settling for good enough,” Offir said. “The ability to pivot and adjust quickly in response to market shifts has been vital to our sustained growth.”

Lastly, building a sales- and marketing-driven culture across the organization ensures 911 Restoration stays growth-focused and results-oriented.

“No matter how great your service or product is, it must be communicated effectively and reach the right audience,” Offir said. “When people, innovation, flexibility, and strong sales and marketing work in harmony, it creates a powerful formula for long-term success.”

Watch the full interview below:

The post The 2025 Restoration Industry Leaders Review: 911 Restoration appeared first on Cleanfax.

But as Byrom, founder of Restoration-OS and a longtime IICRC instructor, explained, today’s water damage claims are a very different story—and artificial intelligence (AI) is right in the middle of it.

AI is no longer some looming trend or gimmick—it’s here to stay, embedded in your smartphone, calculating your estimates, drafting your sketch, reviewing scopes, and shaving days off your billing cycle.

So what does that mean for you, the person actually wading through water, documenting drying logs, and arguing line items?

With decades of restoration experience and multiple software, businesses, and executive relationships, paired with his knowledge of claims, Byrom shared his expertise on the subject with the restoration community.

From floppy disks to LiDAR scans

You didn’t ask for this shift. “We were forced to use Xactimate,” Byrom reminded. “Not because people didn’t like your handwritten notes, but because the carriers wanted a standardized price list.”

Xactimate, among other products available in the marketplace, is one of the software systems that insurance adjusters, contractors, and restoration professionals use to create detailed property damage estimates. It uses advanced algorithms and a comprehensive database of repair and replacement costs. The process is highly automated, reducing the potential for errors and ensuring a high degree of accuracy. Its use was the first major shift to technology in the industry.

The earliest version was built off a group of contractors inputting their pricing on floppy disks. That evolved into national pricing averages, labor efficiency tracking, formula research, and the rise of unit pricing.

But what about AI? “AI is different,” Byrom said. “AI is when the system learns. When it starts making decisions based on data, it’s not just your calculator—it’s your assistant, estimator, and auditor. And it’s learning fast.”

Take measurement, for instance. “If you get a bad measurement on ceiling height, you miss out on cubic footage for dehumidification, on antimicrobial, on cleaning labor, on paint. You even lose your scaffold charge,” Byrom explained. “All because you measured 10 feet instead of 12 feet.”

Now, your iPhone can do it better. If you have a 12 Pro or above, you already carry a LiDAR (light detection and ranging) scanner in your pocket.

“Your phone doesn’t forget a measurement,” he said. “It doesn’t misread the tape. And it’s fast.”

Meet the new technician: AI

Byrom doesn’t just teach this stuff—he uses it. His 21-year-old son, Kyler, was recently conducting an inspection at a Hardee’s in flood-soaked Western Kentucky. Kyler’s no Applied Structural Drying (ASD) expert, just a normal, barely-passed Water Restoration Technician (WRT). But with Restoration-OS in hand, a LiDAR-equipped phone, and AI-powered sketch tools, he can generate a complete carrier compliant water sketch, scope, and moisture map documentation set on his own.

“It’s not because he’s the world’s best tech,” Byrom admitted. “It’s because he had the right tool.”

That’s the new reality: High-skill outputs from low-skill labor—when paired with the right tech. You don’t need a black belt in restoration to deliver a perfect sketch and inspection anymore. AI is doing the heavy lifting.

Speed, accuracy, and the estimate gap

At some point in your business, you’ve likely been told that claims need to be processed faster; that carriers expect a three-day turnaround on estimates. And if you’re like most contractors, you’re actually averaging nine.

“They say we need to speed up,” Byrom said. “But really, what they mean is this: We will be mandated to speed us up, if we don’t start doing it fast enough.”

Carriers and private equity groups are already investing heavily in AI for estimate generation and review technology. Byrom named tools like Yembo and Hosta A.I., which scan rooms, calculate costs, and even initiate homeowner payouts—all before you get on site. Some of these are coming out of academic leaders like the Massachusetts Institute of Technology.

“That check’s going straight into their account,” he said. “And then what? The homeowner calls around, looks for someone cheaper, and now you’re stuck supplementing.” Does that sound familiar? The auto body industry has seen how this changes up the business process since they have already seen this shift in auto claims.

How the bots really think

If you think AI is always accurate, think again. “Garbage in, garbage out,” Byrom said. “AI is only as smart as the data it gets.”

So, double-check everything, especially if you’re relying on tech to build your sketch or pick your line items.

“Is it fiberglass reinforced plastic or drywall?” Byrom asked. “Is it Category 3 or Category 2? Was it after hours? Weighted extraction? The AI won’t know unless you tell it.”

Even when an AI system recommends line items, you’re still the quality control. “You’re not the estimator anymore,” Byrom explained. “You’re the auditor.”

Context is king

Byrom shared a story about working with RICOH, the global tech company behind some of the best 360-degree cameras on the market.

He convinced them to integrate their imaging into his app, and now they’re exploring ways to teach AI how to recognize furniture by its cubic volume, weight, and even SKU (stock-keeping unit) numbers.

“Imagine scanning a room and instantly knowing how many vaults you’ll need or getting a suggested contents list and estimate built automatically,” he said. “That’s where this is going.”

Still, AI won’t know if the sofa’s medium-density fiberboard (MDF) is swollen from water damage. It won’t catch the nuance of customer distress. It won’t interpret context as well as you can.

“AI won’t get you paid faster,” Byrom clarified, “but it can help you submit faster. And submission speed is directly tied to payment speed.”

Who’s training whom?

Byrom provided one final takeaway: The best AI won’t come from big tech or software vendors—it’ll come from you.

“The algorithm only gets smarter when you feed it,” he explained. “If you build your own workflows, train your own models, and set up your own logic, it works for you—not against you.”

His app, Restoration-OS, is designed with that in mind: choose the materials, conditions, and damage levels, and the app automatically fills recommended equipment and scope line items. You’re not just guessing—you’re guiding.

And when you’re guiding, you’re still in charge.

The future is fast—and human

Yes, AI is here. It’s scanning rooms. It’s building estimates. It’s replacing pencil sketches with phone scans and turning technicians into data collectors. But as Byrom reminded us, “AI doesn’t replace judgment. It replaces repetition.”

The real challenge isn’t learning how to use it. It’s knowing when not to.

So next time someone says you’re behind the curve, remember what Byrom said: “You don’t have to be afraid of AI. You just have to be better than it.”

Watch the full interview below:

The post How AI is Rewriting the Rules of Documentation appeared first on Cleanfax.

Last year, Stellar Service Brands sold 30 new franchise locations, with 41% of these sales going to existing franchise owners. This year, Stellar expects to add 45 locations, including 30 Restoration 1 locations. Currently, the Restoration 1 network comprises approximately 170 franchise owners nationwide, with about 20 franchisees each operating under the Bluefrog and Softroc brands.

Successful transition

Stellar Service Brands CEO Jessica Wescott presented how strategic planning impacts Restoration 1 owner’s success at Stellar’s Annual Franchise Partner Summit.

Late last year, Stellar promoted Jessica Wescott as CEO. Throughout her career, Wescott has benefited from mentorship both within and outside the industry, having spent more than a decade working in operations, accounting, and finance. Wescott joined Stellar in 2022 as chief operating officer and chief financial officer and has since played a pivotal role in driving the company’s growth.

Wescott’s collaborative leadership, alongside former Stellar CEO Sherry Rose, built a highly experienced leadership team focused on providing a platform of brands that support its franchisees as they address the needs of residential and commercial customers. As Rose transitioned to the role of executive chairman of Stellar’s board of directors, Wescott’s appointment as CEO marked the next chapter in Stellar’s history.

“We’ve had a strong year of momentum and progress,” Wescott said. “As we stay focused on helping our franchisees grow and succeed, we’ve rolled out several high-impact initiatives—from enhanced communication programs that improve connection and clarity to new sales-building tools and training designed to drive performance at the local level. Everything we’ve done has been centered on creating more value for our franchise partners and supporting their path to success.”

Overcoming obstacles

Like many in the restoration industry, Restoration 1 has faced its share of challenges during the past two years.

“We’ve used this season as an opportunity to double down on the fundamentals,” Wescott said. “By staying nimble, we’ve supported our franchise partners in building sales, retaining and developing strong teams, and keeping a sharp focus on profitability. These foundational areas—people, revenue, and margin—continue to be the keys to long-term success, and they’ve guided how we navigate through uncertainty.”

Regarding hiring challenges, Stellar has adopted a relationship-focused hiring strategy—seeking individuals who not only possess technical skills but also thrive in a team, communicate effectively, and are customer-focused.

“Hiring the best people starts with aligning on culture and mindset,” she explained. “We’ve found that when you prioritize people who live your values and genuinely care about the work and the people around them, you build a stronger, more engaged workforce. That fit is what drives long-term success.”

Sustainable performance

Wescott shown with a group of local Restoration 1 franchise owners and members of the Restoration 1 headquarters support team. The Restoration 1 headquarters support team aids local entrepreneurs in making the brand them.

The restoration industry is a people business, and Wescott explained her company’s success is directly tied to the strength of its teams.

“One of our greatest strategies has been building and retaining high-performing teams who are aligned, accountable, and empowered to collaborate in a transparent, open environment,” she said. “We also place a strong emphasis on local selling, which has been a major differentiator for our franchisees over the past two years. By helping them build authentic, community-focused relationships, we’ve seen meaningful growth and sustained performance across the network. When people and customer relationships are the priority, success follows.”

Forward thinking

While the restoration industry continues to evolve, Stellar remains bullish about its business and the industry. Last year was a challenging year; insurance practices became more complex and were marked by a lower volume of water claims. Though Steller anticipates a loosening of insurance practices moving forward, Wescott said time will tell how all the recent weather events will impact industry norms.

“Our Restoration 1 owners are engaged in their communities; they are showing up for their neighbors,” she explained. “We’ve added a lot of new sales, training, and operational tools in the last six to nine months, and as those continue to roll out and we increase adoption, early indicators are very strong for their impact on franchisee revenues.”

From a franchising perspective, specifically in the restoration industry, Wescott explained that restoration is unique in that it is one of the largest industries.

“That said, the industry is still incredibly fragmented with so many local, independent owners,” she explained. While the future will show how that fragmentation shifts, Wescott remains optimistic about franchising.

“We believe the heart of what makes franchising really wonderful is this idea of local business ownership with a national brand behind you,” Wescott said. “For our Restoration 1 owners, we are very focused on the freedom to be local entrepreneurs and to make the brand them.”

Stellar is excited to have the opportunity to add more new owners and further the dream of small business ownership, Wescott added.

Watch the full interview below

The post The 2025 Restoration Industry Leaders Review: Restoration 1 appeared first on Cleanfax.

“Prognosis without diagnosis is malpractice,” Hoffman said. “We’d never accept that from a doctor—so why are we doing it in mold remediation?”

For years, Hoffman has advocated that every project should begin and end with comprehensive environmental assessment—not just when a third-party assessor is involved, but also as part of the remediator’s internal process. While licensing laws often prevent one person from acting as both assessor and remediator on the same project, that doesn’t mean remediators should ignore the science behind assessment. In fact, Hoffman believes it’s one of the most powerful tools for protecting clients—and themselves.

A paradigm shift

Hoffman recalled his first visit to The Experience Convention and Trade Show in 2016, where he met industry leader Larry Cooper. He noticed a gap in the conversation at the time: “I heard a lot about how people should be doing the work but not a lot about the science behind it,” Hoffman said.

That insight laid the foundation for what Hoffman sees as a necessary paradigm shift in the industry—a shift toward diagnosis-driven remediation backed by objective testing data, not guesswork or surface-level observation.

He likens the shift to changes brought on by COVID-19 when businesses had to rethink workspaces, communication tools, and customer service models. “Just like people had to pivot during the pandemic, we in this industry need to pivot to a model where assessment is not optional—it’s essential,” Hoffman said.

Why testing matters

One of Hoffman’s core arguments is that environmental testing must become a routine part of the remediation process. “You can’t look at mold and know what it is,” he explained. “You have to test.”

Testing creates a baseline, identifies systemic issues, and provides a measurable way to evaluate progress throughout a project. Importantly, it prepares contractors for post-remediation verification, which can either confirm the work’s success or prevent a costly redo.

“Without testing, you’re flying blind,” Hoffman said. “And more importantly, you’re leaving yourself open to liability.”

He emphasized the distinction between subjective and objective observations. While visual or olfactory clues may alert you to potential problems, they don’t hold up in court. Lab-backed data does.

Shifting liability

Hoffman mentioned the value of shifting liability—a term he uses to describe the business strategy of relying on third-party validation to protect oneself from claims and lawsuits. By using licensed labs for testing, following established remediation protocols like the IICRC S520, the NORMI Professional Practices, and citing certified training in contracts, contractors can transfer risk to the appropriate parties.

“If I send a sample to a lab and they misidentify it, I’m not the one on the hook—they are,” he explained. “That’s why we train our members not just how to do the work but how to protect themselves with documentation.”

This philosophy extends to contracts as well. Hoffman advised contractors to work with local attorneys to craft state-specific service agreements that can be defended in legal disputes. “Don’t rely on a generic template—get something that’s enforceable where you live,” he said.

Science saves money

Hoffman shared several real-world examples highlighting how proper assessment can lead to smarter, more cost-effective solutions. In one case, what initially looked like a full-kitchen tear-out was resolved for just over US$2,000—thanks to proper moisture readings and understanding the source of the problem (relative humidity from an oversized HVAC unit), not simply reacting to visible mold.

“Assessment isn’t just about identifying the presence of mold,” Hoffman explained. “It’s about understanding why it’s there and tailoring the solution accordingly. That’s how you control job costs, shorten timelines, and get better results.”

Screening vs. testing

Hoffman was quick to distinguish between screening tools and diagnostic testing. Tools like ATP (adenosine triphosphate) luminometers are great for flagging potential microbial contamination, but only lab testing can confirm what’s really present.

“Think of it like a cholesterol screening at a health fair,” he explained. “It might tell you something’s off, but your doctor isn’t going to prescribe a statin based on that. You need follow-up testing.”

Both types of tools have their place, and Hoffman encouraged contractors to use them wisely, especially to justify further testing to hesitant clients.

Industry standard

NORMI’s push for professional practices and proper assessment has gained serious traction. Several states—including Florida, Louisiana, New York, and Texas—now require mold assessors and remediators to be licensed. Local health departments in states without licensing laws are turning to organizations like NORMI and the IICRC for guidance.

“This is about protecting the public,” Hoffman said. “And that starts with equipping contractors to do things the right way, backed by science and documentation.”

Hoffman’s vision for the industry is one where testing isn’t seen as an extra but as an expected part of every job. Whether you’re a licensed assessor or a remediator looking to document your work internally, testing is the cornerstone of professional, defensible, and successful mold remediation.

“Every project needs assessment—front end, interim, and post,” he concluded. “That’s how you protect the client, protect yourself, and prove that the work you did actually worked.”

The post Assessment First appeared first on Cleanfax.

“Let’s talk about what really happens,” said Darrick O’Day, lead public insurance adjuster and founder of Pine Hills Property Claims. He brings over two decades of construction experience to the table, and his approach is rooted in hands-on knowledge. He knows that insurance claims are rarely as straightforward as they look on paper.

A ‘simple’ claim

A simple claim process should involve the following steps: A loss occurs, the property owner files a claim, and the insurance company inspects the damage to make a fair decision. If approved, payment is made, and the work is completed. But is that fantasy?

O’Day said, “That’s all based on good faith and fair dealing. What actually happens? Usually a wrongful denial.”

O’Day is quick to acknowledge that not every denial is malicious. Discrepancies happen. But once a denial is issued, the policyholder has a choice: Walk away—or stand on the policy.

Standing on the policy: your duties after loss

Before an insurance company is obligated to take any action, the policyholder must fulfill what is known as their “duties after loss.”

O’Day emphasized how critical this step is—and how often it’s misunderstood.

“Most people think the insurer has an obligation to jump in and fully investigate and pay out,” he said. “But most policies are retroactive. You—the insured—have to act first.”

That means protecting the property from further damage, documenting repairs and expenses, cooperating with investigations, and preparing an inventory of loss. “They’ll want documents,” O’Day said. “They’ll want records. They might want an examination under oath. And yes, sometimes what they ask for feels unreasonable.”

Still, he advised clients and contractors to comply, document objections, and continue moving forward. “Ultimately, it’s not your call to decide whether their process is fair,” he said. “Let someone else—like an attorney or public adjuster—make that case later.”

Get the certified policy—and read it all

O’Day stressed that one of the most critical tools in this process is the certified copy of the insurance policy. This is not the one agents email clients or a brochure, but a certified copy. “It’s longer,” he said. “It’s denser. But it’s the only version that matters.”

Why? Because every clause in the policy can alter another. “Insurance policies are like legal riddles,” O’Day explained. “I highlight them in five colors. Green means you have coverage. Pink means it’s gone. Blue? Maybe it’s back.”

Even then, he noted, a certified copy is only as complete as the insurer allows it to be. “I’ve had companies certify policies that are still missing pages,” he said. “But at least you’re on record relying on what they gave you.”

Valuing the loss

Once a policyholder has their certified copy, the next step is to prepare an itemized valuation of the damage. This is where contractors often get involved—but there’s a limit.

“You can research local code,” O’Day explained. “You can estimate costs. But you can’t interpret coverage or apply policy exclusions. Only public adjusters or attorneys can do that on someone else’s behalf.”

That itemized valuation feeds into the “proof of loss,” a formal demand under the policy. Some states require insurers to respond within 30 days. Others? “There are no teeth,” he said. “But even then, filing it is critical. Until you do, your insurer has no duty to pay. The clock doesn’t even start.”

Release the undisputed money

One of O’Day’s favorite tactics is to remind insurers that if they’ve agreed to a certain value, they must pay it, regardless of what’s still in dispute.

“If you say, ‘it’s $138,000,’ and I say, ‘it’s $300,000’—great,” O’Day said. “You still owe me the $138K. Pay it. That part’s not in question.”

That same logic applies to checks that come before restoration contractors get involved. “Unless the check has a legal release written on it, cash it,” he advised. “Holding it doesn’t give you more leverage. It just lets them hold onto your money longer.”

When to push further

When insurers partially or fully deny a claim, the key is understanding what kind of denial with which you’re dealing. “A partial denial means they’re acknowledging some damage,” O’Day said. “A full denial means they say nothing happened at all.”

That difference shapes your path forward. From there, policyholders can request revisions, file complaints with the state, or trigger dispute resolution clauses, such as appraisal, arbitration, or litigation.

“And yes, once you’re in those lanes, things slow down,” he admitted. “Claims move at their own pace. Sometimes it’s fast. Sometimes, it’s like molasses. But you must follow the process.”

The roles of contractors and policy adjusters

O’Day was clear on the limits of contractor involvement. “You’re not allowed to negotiate a claim on someone else’s behalf unless you’re licensed to do so,” he said. “But you can advocate for your own invoices and question decisions.”

He encouraged contractors to ask tough questions when adjusters try to dispute line items: “Where are you calling from? Did you inspect the job? What are your qualifications? No? Okay, well then, we’ll proceed accordingly.”

He also emphasized the importance of distinguishing between mitigation and rebuild in your documentation, especially when policy caps are in effect. “Label things clearly,” he said. “Make it easy for someone reviewing the file to say, ‘This was an emergency. This is covered separately.’”

AI and the future of claims interpretation

When asked about using AI tools to interpret policies, O’Day didn’t shy away. “ChatGPT is a sword,” he said. “In the hands of a master, it’s powerful. In the hands of a novice? Dangerous.”

He encouraged the use of AI for insight, but cautioned against treating its output as legally binding. “Use custom prompts,” he explained. “Understand the definitions. Remember, some words are defined in statute, some in case law, and some in the policy itself.”

‘Good faith’ over ‘bad faith’

O’Day avoids accusatory language. “I never say ‘bad faith,’” he explained. “That’s for the courts. But I do ask, ‘How in good faith could you possibly decide this?’”

It’s a strategic move. Calling something bad faith too soon can change how an insurer handles the file. “They’ll redact documents, shut down communication, and gear up for litigation,” he explained. “That’s not always what you want.”

Do the work, know the game

O’Day offered five clear takeaways:

• Demand the certified policy.
• Read it in full.
• Fulfill your duties after loss.
• Submit a formal proof of loss.
• Understand what your contractor role does—and doesn’t—entitle you to do.

“This stuff’s complicated,” he said. “But it’s not impossible. Know your lane, know your rights, and do the job right from the start.”

The post Property Insurance Claims appeared first on Cleanfax.

But what does waterproof mean to the consumer? What does waterproof mean in the language of the manufacturer? And what does waterproof mean in the language of the water loss restoration contractor?

Warranty exclusions

Even as a sales professional, different kinds of marketing can be confusing. What does waterproof mean in the flooring realm? Read any manufacturer’s warranties, and they will state that the flooring is only waterproof from the top down. Note some of the verbiage found:

• “Flooring will resist damage from normal topical household spills under normal use for the specified duration.”
• “The flooring system will resist damage from normal topical and household spills and domestic household pet accidents under normal use for the specified duration. The flooring will also withstand moisture from damp or wet mopping.”
• “The Waterproof Warranty applies to the product itself and does not extend to damage of the subfloor or adhesives. The warranty refers to topical moisture or topical water exposure. It does not cover moisture or water coming from below/underneath the product and does not cover flooding or intentional damage or misuse.”
• “This warranty covers topical moisture as long as the water does not flow over the edge of the surface (edge of the room, cut boards, etc.).”
• “Products, where applicable, to be waterproof from topical moisture. The structural integrity of the flooring plank will not be significantly diminished by exposure to topical water. The integrity of the flooring planks will not be affected by topical moisture.”

Those are a lot of words that basically mean the same thing: Topical moisture is the only thing that is covered under manufacturer’s warranty, whether it is luxury vinyl or laminate. Floods, subfloor moisture, plumbing leaks, and other similar issues are not covered.

Moisture issues

What about the person who may have a moisture issue in their basement? They have had carpet down for ages but now want to switch to a hard surface. Here are some things to think about:

Carpet breathes, as in it lets any moisture pass through from below.

What is under the carpet? Some homes built pre-1975 may have vinyl asbestos tile (VAT) installed on the floor. Most people covered it up and never did anything about it. How does this affect what can go over the floor? Asbestos needs to be professionally remediated or not disturbed.

However, it is important to know that VAT and VCT (vinyl composite tile) are also both porous—meaning they breathe. Capping them off with a plastic, non-permeable layer, such as a floating non-permeable floor, can create issues if there is already moisture vapor transmission through the permeable floorings.

Is there a moisture issue already? If the space feels damp, floods often, or seems musty, a hard surface floor (yes, even a ‘waterproof’ one) may not be your best solution. All that mold and mildew needs to grow is a moderate temperature, damp conditions, darkness, a lack of air movement, and a food source.

Note this manufacturer’s warning:

• “This flooring is waterproof and reliably secures the flooring panels on all four sides. However, excessive moisture in the subfloor could promote mold, mildew, and other moisture-related issues like the trapping of moisture emissions under the flooring, which may contribute to an unhealthy indoor environment.”

That information doesn’t help the consumer whose friend of a friend’s neighbor pulled up their luxury vinyl floor after their basement flooded and put it back down. While we have heard those stories and maybe have done it ourselves, what does the industry standard say should be done with those floors?

Categories of water

The ANSI/IICRC S500 Standard and Reference Guide for Professional Water Damage Restoration is THE standard for how everything should be handled after a water loss. First, we need to understand the categories of water losses.

Water categories refer to the level of contamination, based on both the source and the quality after contact with materials on-site. Time and temperature influence how contaminants grow or diminish, potentially changing the water’s category. Restorers must consider potential contamination—defined as the presence of unwanted substances not typical of a normal indoor environment—which can harm health, damage property, or disrupt building systems.

Water is classified into three categories:

• Category 1: Clean water from sanitary sources (e.g., broken supply lines, rainwater) with minimal health risk. It can become more contaminated if it contacts unsanitary surfaces or remains wet over time, potentially deteriorating to Category 2 or 3.
• Category 2: Water with significant contamination that may cause illness or discomfort (e.g., dishwasher discharge, toilet overflows without feces). It contains unsafe levels of microorganisms or nutrients and can deteriorate further under certain conditions.
• Category 3: Grossly contaminated water that poses serious health risks (e.g., sewage, floodwater, river or seawater intrusion). It can contain pathogens, toxins, or hazardous materials and is highly dangerous upon contact or ingestion.

In the IICRC The Inspector’s Review publication of April 2025, Fred Hueston wrote this about how luxury vinyl floors should be handled after a Category 3 water damage: “Vinyl and LVT (Luxury Vinyl Tile/Plank) Vinyl and LVT are usually more resistant to water than wood-based floors. However, seams and joints can allow water to seep beneath the surface, especially if the flooring was a floating installation. If Cat 3 water gets underneath, it can contaminate the substrate, adhesives, or underlayment. And if vinyl is glued down, that adhesive can trap moisture and bacteria. Can it be cleaned? Sometimes – but rarely. If water has gotten under the surface or into the seams, removal is usually the safest option.”

As a consumer, don’t get hung up on the “waterproof” marketing. When people ask me which is better, I tell them, “If your dishwasher leaks, your basement floods, you’re calling the insurance company anyway.”

The waterproof story is a plus but remember it’s only from topical moisture. Anything coming from the subfloor, the toilet overflowing, a plumbing leak, etc., is enough to make the restoration contractor put the floor in the dumpster. It has nothing to do with whether the floor can be dried out and sanitized; it’s more of a question of whether it should.

The post Waterproof Flooring … And the Rest of the Story appeared first on Cleanfax.

Elizabeth Poole, a nationally recognized expert in children’s environmental health and former coordinator at the U.S. Environmental Protection Agency (EPA), leads the Healthy Homes Division. She’s joined by her former Chicago-based EPA colleagues Shannon Wolf and Megan Dwyer Baumann, environmental health and safety managers.

“We’re excited to welcome an exceptionally qualified, talented, and passionate team with a depth of experience in environmental health,” said Angela Hurlock, CHA interim CEO. “Their ability to go a mile deep into creating healthy home solutions for our residents will ensure we’re not only providing safe homes for our residents now but preserving them well into the future.”

The division takes a comprehensive approach to addressing lead-based paint hazards identified during inspections and supports families throughout the abatement process, including arranging for temporary relocation or other necessary services.

“This effort is about equipping families with the tools they need to make healthy decisions,” Poole said. “We have an ongoing commitment to provide resources for families to keep their homes safe and their families healthy. I live by this concept that if it’s not good enough for my child, it’s not good enough for any child.”

The creation of the Healthy Homes division is part of CHA’s “Year of Renewal,” a dedicated effort to rebuild trust, transparency, and accountability in 2025 and beyond and ensure the needs of the 135,000 people it serves across all 77 Chicago community areas are effectively and equitably met.

For more information on the Healthy Homes Division and CHA’s Year of Renewal, click .

The post Chicago Housing Authority Debuts Healthy Homes Division appeared first on Cleanfax.

This classification plays a critical role in water damage restoration and determines the health risks involved, the protective measures needed, and the best practices for effective remediation.

Three IICRC-approved instructors discussed the details of water damage categories on a recent episode of Unscripted, an IICRC video production.

Understanding water damage categories

The foundation of water damage restoration lies in identifying the three categories of water:

• Category 1:Clean water from a sanitary source that poses no significant health risk.
• Category 2:Water with significant contamination that can cause discomfort or illness.
• Category 3:Grossly contaminated water containing harmful pathogens or toxins, often called “black water.”

As John Perella, curriculum manager at Restoration Technical Institute, explained, the category sets the framework for all subsequent work. Proper classification ensures that professionals use the appropriate personal protective equipment (PPE), protect the building’s occupants, and follow precise remediation procedures.

The importance of proper assessment

Sandy Bowles, Horizon Educational Seminars president and CEO and a veteran with over 40 years of experience, emphasized that misclassifying water damage can lead to compounding problems. She noted the industry’s tendency to assess situations subjectively, particularly with Category 2 water. For example, water from a pipe break in a home with children and pets might appear clean but could carry contaminants, making it unsuitable for classification as Category 1.

Missteps can have dire consequences. Bowles recounted a story of a sewage loss in Dalton, Georgia, where improper procedures resulted in a reconstructed house being deemed uninhabitable due to airborne E. coli. Her takeaway? Err on the side of caution, always documenting their rationale and adhering strictly to IICRC standards.

Navigating homeowner expectations

Restoration experts often encounter homeowners who are unaware of the complexities of water damage categories. As Jeremy Reets, owner of Reets Drying Academy and an experienced instructor and restoration company leader, noted, homeowners might assume clear water is safe, or that visible damage is minimal. This perception can clash with the reality that unseen risks, such as mold or bacteria, might linger behind walls or under flooring.

Professionals must balance respecting the homeowner’s concerns and maintaining high standards. Clear communication and education are key. When a homeowner resists recommendations, such as removing contaminated carpet, experts like Bowles caution against compromising standards.

“A waiver is not worth the paper it’s written on,” she explained, highlighting the legal and ethical responsibility to perform thorough and safe remediation.

Best practices for restoration professionals

The experts shared practical advice for restoration professionals:

• Document everything:Bowles stressed the importance of recording why specific actions are taken, particularly when classifying water. This documentation supports insurance claims and provides a defense if decisions are later questioned.
• Align expectations early:Reets emphasized the need for early alignment with homeowners and insurance adjusters. “A phone call early, when the property is still wet and dirty, is much easier than trying to justify actions after the work is done,” he said.
• Use industry standards:The IICRC S500 Standard, often called “building code for restoration,” provides clear guidelines for categorization and remediation. Perella urged professionals to invest in an IICRC standard subscription to access essential resources.
• Recognize complex situations:Water damage is rarely straightforward. Perella pointed out that a single loss can involve multiple categories. For instance, clean water from a pipe leak might mix with contaminants in a pet area, elevating the risk.
• Know when to walk away:When homeowners refuse necessary remediation steps, it may be better to walk away than compromise on standards. As Reets observed, doing a job improperly can lead to greater liability and reputational damage.

Advice for homeowners

While professionals are indispensable for significant losses, homeowners can manage minor, simple water issues themselves. However, as Reets and Perella cautioned, the situation changes when complex assemblies like walls or flooring are involved. Contaminated floodwaters, for instance, require professional intervention due to their high health risks and the difficulty of thorough remediation.

Homeowners should prioritize safety by using PPE and antimicrobial products when addressing minor water issues. Calling certified restoration experts is the safest route for more extensive or questionable situations.

For the pros

Safety, education, and adherence to standards were the recurring themes throughout the discussion. Bowles encapsulated the panel’s sentiments: “Satisfaction is based on expectation. If we don’t set expectations, the customer will set them, and they won’t be reasonable.” By following the IICRC standards, restoration professionals can ensure outcomes that satisfy both safety and client expectations.

Perrella stressed that safety is key. “Can people live in there safely? Can our employees work in there safely? That’s what we need to think about.”

The S500 standard remains an indispensable guide for industry professions. As Reets advised, “Get your standard today from the IICRC and do the job right.”

With proper training, communication, and adherence to guidelines, the restoration industry can continue to provide safe, effective, and trusted services.

Watch the full video 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, email Jeff Cross, 91��Ƶ media director, at jeffcross@issa.com.

Industry professionals can use this information to help describe the issues to their clients and help them navigate mold contamination concerns.

The post Understanding Water Damage Categories appeared first on Cleanfax.

“Great restoration services can start you on the race to the top,” Edinger said during his keynote presentation at the 2025 RIA International Restoration Convention & Industry Expo, “but they won’t get you there. And they definitely won’t keep you there.”

Edinger, who has consulted for senior executives across Fortune 500 companies and authored more than 100 articles for Harvard Business Review and Forbes, delivered this message loud and clear to a packed room of cleaning and restoration professionals. His keynote? A powerful call to arms for industry leaders to rethink the way they sell—and to lead from the intersection of strategy, leadership, and sales.

Survival isn’t the goal—growth is

When COVID-19 hit in 2020, the restoration industry, like so many others, shifted into survival mode. With inflation, supply chain issues, and economic unpredictability still looming, many businesses are stuck trying to hang on.

But Edinger clarified: “It does not take great leadership to maintain the status quo. You’ve got to lead for growth—growth in revenue, profit, and differentiation.”

And if you’re not growing, you’re stagnating—or worse, dying.

“That means every person in your company, at every level, needs to understand their role in growth. Because growth is not just a business objective; it’s a leadership issue.”

Differentiation is disappearing

Let’s face it: in the restoration world, competition is everywhere. With low barriers to entry and commoditized offerings, it’s harder than ever to stand out. Edinger relayed what a restoration executive in California told him: “You can’t drive 15 miles without seeing a restoration van.”

Adding services—like asbestos abatement, mold remediation, or roofing—might provide a temporary bump. But as Edinger puts it, “Even if it works, it won’t last long.”

Why? Because everyone else can do the same thing.

“Eventually, your services will look similar, even identical, in the eyes of your customers. So where does that leave you?”

The sales experience: Your hidden differentiator

Many restoration businesses focus on customer experience (CX), aiming to impress after selling the job. However, Edinger argued that this approach misses the most critical step: The sales experience.

“On the customer journey, if the sales experience is poor, prospects get off at exit one,” he said. “They never become customers.”

He backed it up with stats:

• 25% of the buying decision is based on the sales experience—more than brand and price.
• For existing customers, 53% of the decision to stay or go is based on that same sales experience.

And in a commoditized market, where every company seems to offer the same services, that 25% becomes a tipping point.

From commodities to commanding value

Edinger shared a story about his own experience buying an air conditioning system. Three companies offered nearly identical products. Two gave him precisely what he asked for. But the third—Gary—took a different approach.

Gary measured the airflow, heat load, and room differentials. He didn’t just quote a product. He diagnosed a solution.

“Gary’s proposal was three times more expensive,” Edinger said, “but it was exactly what I needed. And I bought it.”

The others could have offered the same solution. They had the same equipment and resources. But only one created value in the sales experience.

Real restoration success

Tomas Mejia and Sonia Gonzalez, PuroClean of Central Denver franchise owners, embraced this philosophy. After reading The Growth Leader, they redesigned their sales process to emphasize education, transparency, and strategic guidance—especially around insurance and estimates.

The result? A 31% increase in close rates.

“They didn’t just win more jobs,” Edinger said. “They changed the way customers perceived them—as true professionals, trusted experts.”

Leadership must own the sales strategy

Too many leaders see sales as critical—but not strategic.

“Sales teams operate in a black box. Leaders inspect the numbers but don’t invest in the experience,” Edinger warned.

He cited research showing that only 14% of executives engage strategically with sales. And salespeople? They rated their understanding of company strategy at just under four out of 10.

“That’s a disconnect,” Edinger said. “And it’s a missed opportunity. Because sales is strategy in action.”

From inspection to improvement

Another pitfall? Over-focusing on numbers.

“You can’t manage numbers. You manage people,” Edinger said. “You do that through coaching, development, and aligning sales with strategy.”

According to the Sales Management Association, firms that coach effectively see a 15%revenue boost over those that don’t. “Even 5% extra revenue can be huge in this industry,” Edinger added.

Break the sales stigma

Edinger said many organizations still cling to outdated beliefs about sales: that it’s about pressure, charisma, or closing at all costs.

“I was once told I’d fail in sales because I cared too much about customer relationships,” he shared. “Turns out, that was my superpower. I ended up as a top performer.”

Modern selling, he explained, is about solving problems, not pushing products.

“Sales is not about being a born closer. It’s about having the strategic, emotional, and consultative skills to guide customers to the right decision.”

Sales as a strategic advantage

Edinger challenged leaders, asking: Would a customer pay for your sales experience?

“If not, you’re probably not leveraging sales strategically. The best sales teams don’t just communicate value—they create it.”

He highlighted the example of a heart valve manufacturer whose reps stand in the OR during surgeries to guide doctors in real time. “That’s what strategic sales looks like. Salespeople as experts, not just messengers.”

The final step: Inspire through emotion

Edinger emphasized that great leaders inspire action not just with facts, but with emotion.

“Emotion connects us. Logic makes us think. Emotion makes us act.”

Whether it’s saving family heirlooms from a flooded home or helping a business reopen after a fire, your work is emotional. The most effective leaders tap into that to energize their teams and unite them around a shared vision.

“You don’t have to be Tony Robbins. Just bring your energy, your clarity, your purpose. Make people feel part of something bigger.”

Ready to grow?

Edinger ended with a challenge to the audience:

“Every sales call is where your strategy lives or dies. Are you ready to lead it, not just manage it?”

He asked everyone to text themselves the answer to this question: How will I make sales a strategic lever in my company?

Growth in restoration doesn’t come from just working harder; it comes from working smarter at the intersection of leadership, strategy, and sales.

And as Edinger puts it: “This is not a sales issue. It’s a leadership opportunity.”

The post The Future of Restoration Growth appeared first on Cleanfax.