What's the Real Damage?

Most clean-up companies just fix messes, like fire or flood damage. But 911 Restoration's new CEO saw an opportunity to help with the other emergency they often encounter: customers' emotional trauma.

- KIM KAVIN

Miri Offir knows how to talk to people in crisis. After serving in the Israeli military, she came to the U.S. in 2003 and took a secretary job at the post-disaster recovery franchise 911 Restoration. She worked her way up - eventually becoming the company's CEO in 2022, now overseeing 336 units.

So when Offir stepped into a leadership role at 911 Restoration, she already knew some changes she wanted to make. It had long bothered her that when people called the company, their experts stuck to "just the facts, ma'am" - even if the person was clearly traumatized. For example, a mom would call, sounding upset with babies next to her, and the 911 Restoration expert would only ask how many inches of water were in the house. Was this person cruel? No, Offir realized - they were just poorly trained.