In my role as a chief customer officer, I meet with a lot of contractors looking for ways to improve their business and I’m struck by how often certain phrases come up. Back to normal, getting back to good, restoring peace of mind, the caring choice, back to perfect again, restoring lives, rebuilding what was lost… this is the language of restoration contractors. I hear it at tradeshows, in presentations, and during one-on-one conversations.

There are many compelling slogans in our industry that speak to the needs of every home and business experiencing a loss. But are these just feel-good things to say hoping to earn business? Or do they reflect the very core and soul of that company?