The industry is adaptable and resilient, which is somewhat attributable to the nature of the business. Upon reflection of over 20 years in the industry, there have been great strides in the availability of resources and comradery. Starting out as an independent restoration company, we were “on our own.”  Today, new and long-time restorers have come together as an industry. Organizations, information and restoration friends are readily available to help each other succeed, share advice and sometimes just be a friend when you need one. This unity is a strength and the industry has done well at fostering this.    

As an industry, our weaknesses, opportunities and threats are intertwined. Starting with our weaknesses, although we have made great strides at communicating and educating within the industry, our weaknesses are found in our effectiveness of communicating outside of ourselves. Most of the general public does not recognize or have an awareness of the industry, the necessary skills, complexities, nor the credentials that are involved. I recall a long-time friend who knew that I was a restorer enthusiastically say, “Lisa, I heard you are a master plumber!” I laughed and said, “You do not want me to install plumbing. I am a master water restorer.”

One of my longstanding personal goals is to encourage and give tools to other restoration professionals in the pursuit of educating customers and communities. I want the industry and all that it encompasses – from the skills to the complexities – to be known, recognized and respected by those outside the industry. I believe that this is an opportunity for us to present messaging and education while creating recognition for the industry. When was the last time that we filled out a form or survey and restoration was listed as an industry? Construction, building services, janitorial. Where is restoration? This goal/opportunity is potentially the solution to the threats.  

The human resource challenges and the commoditization of our industry is a threat that can be overcome by recognizing the weakness and seizing the opportunity.  Unless you are a second- or third-generation restorer, who grows up wanting to be a restorer? They don’t know it exists as a profession with opportunity and reward. It is not recognized as a career path.  It is more something that people “fall into.” The public does not know of the science, skills, credentialing, etc. of a restorer. The lack of understanding and recognition of those outside the industry will remain a threat if the lack of awareness exists. Over the years, when I have had the opportunity to present education to those outside the industry a common response is “I had no idea… I thought you just throw equipment in a room.”  As long as this is the perception of those who even know what the restoration industry is, we are threatened to be commoditized and will continue to struggle to attract talent to an industry with a lack of identity in the world at large.