The $210B Restoration Shakeup:
Why Industry Leaders Are Calling This CEO ‘Dangerous’
Danielle Mortimer CEO
Restore More Restoration
Restore More Restoration’s Danielle Mortimer Gives Away Technology That Could Cost Her Company Future Revenue.
In an industry where word-of-mouth referrals from customers drive profits, Danielle Mortimer is doing the unthinkable.
“This industry needs more leaders who measure success by families helped, not just dollars earned.”
FOLSOM, PA – 8-11-2025 – The founder of woman-owned Restore More Restoration announced today a business decision that has industry insiders questioning her strategy: providing every water damage client with a free MOEN water leak detection system – technology specifically designed to prevent the very disasters her company is paid to fix.
This isn’t just another corporate giveaway.
It’s a direct challenge to the restoration industry’s traditional business model.
Financial analysts estimate that water damage restoration alone represents over $65 billion of the $210 billion restoration industry.
“I’ve been told I’m crazy,” admits Mortimer, who founded Restore More Restoration after witnessing predatory practices in the male-dominated restoration industry.
“Competitors ask why I’d give away technology that prevents future business.
My answer shocks them…
Because I measure success by how many disasters we prevent, not just how many we fix.” – Danielle Mortimer
Mortimer’s approach stems from personal experience. She has seen people lose irreplaceable heirlooms to flooding, and a second flood would put everything at risk again.
The MOEN systems being provided – valued at over $100 retail – utilize advanced sensors to detect leaks long before they cause substantial damage and alert homeowners.
Even Travelers Insurance Company is touting how water sensors can help prevent water damage.
The Crazy Business Strategy That Has Travelers Insurance and CEOs Picking Sides
“That’s when I realized this industry has a fundamental conflict of interest,” Mortimer explains. “Many companies continue to benefit when the 2nd disaster hits. I built Restore More Restoration on the radical idea that we should actually try to put ourselves out of business by preventing disasters in the first place.”
Industry experts are divided on Mortimer’s strategy. “It’s either brilliant marketing or financial suicide, my money is on Danielle Mortimer,” says John Bogdanski from Big Cat Marketing Group.
“It’s definitely dangerous and is disrupting how the industry thinks about customer relationships and putting customers first. I see it making her competitors panic.”
The initiative has already created waves beyond Restore More Restoration’s service area in Pennsylvania. Bogdanski expects national insurance companies to contact Mortimer about potential partnerships, recognizing that her prevention-first approach could significantly reduce their claim payouts.
For many homeowners whose historic homes in the Southern Delco area of PA suffered catastrophic water damage during last year’s freeze, Mortimer’s approach represents a fundamental shift in how restoration companies operate.
“After the fire and the flooded basement, I felt like I was just going to be another invoice to most companies,” Isaac R. recalls.
Offering an alarm that helps prevent this kind of thing from happening again. That’s when I realized she genuinely cared more about preventing my next disaster than profiting from it.”
Restore More Restoration’s client referrals are expected to surge, with projected referrals increasing 300%, suggesting Mortimer’s counterintuitive approach may actually be a good business move.
“People ask if I’m worried about losing future revenue,” Mortimer says. “What they don’t understand is that trust is the most valuable currency in this business. When disaster strikes, people don’t call the company with the biggest billboard. They call the one that previously proved it cares about their well-being, even at its own expense.”
Mortimer’s vision extends beyond immediate business impact. She’s currently developing a training program to help other women enter the male-dominated restoration industry with a similar ethics-first approach.
“This industry needs more leaders who measure success by families helped, not just dollars earned,” she says. “If giving away leak detectors means fewer emergencies but more trust, that’s a trade I’ll make every time.”
About RestoreMore Restoration:
RestoreMore Restoration is a woman-owned and operated disaster recovery company founded by Danielle Mortimer, serving Southern Delaware County in PA and surrounding communities. With industry-leading response times and a prevention-first philosophy, RestoreMore specializes in water damage, fire restoration, and mold remediation for residential and commercial properties. The company’s unique approach combines cutting-edge restoration technology with a commitment to client education and disaster prevention. For more information, visit https://restoremore365.com.
Media Contact:
Danielle Mortimer
Owner, RestoreMore Restoration
484-882-0561
info @ restoremore365.com
https://restoremore365.com
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