I’m blessed that I live on the outskirts of town, surrounded by fields of corn and soybeans. No matter the time of year, these fields provide the perfect foreground for incredible sunsets and very peaceful evenings.

However, living where I do, I’ve witnessed firsthand the challenges that this season of farming has brought to our area. A quick warm-up this spring, coupled with too much rain all summer, created a less-than-favorable environment for an abundant crop. And yet, despite a hard season, in a few weeks, just like they do every year, the combines will come out to harvest the fields and prepare them to plant again next spring.

Have you ever met a farmer who gives up after a bad season? Think about it. They invest time, effort, and money into planting crops, only to face unpredictable weather, pests, or economic shifts that can hurt their harvest. But no matter how tough it gets, the farmers keep going. They understand that one bad season doesn’t define the future of their crops. If every farmer gave up after a tough year, where would our food come from?

And while most of us reading this aren’t farmers, we can still learn something from the consistency that farmers demonstrate.

It’s no surprise that this year has been a challenging one for our industry. Across the nation, leads are down, winter was unusually quiet, and the landscape of mergers and acquisitions is shifting our market.

However, much like a farmer doesn’t give up after a bad season, as leaders in the restoration industry, we can't afford to pull up stakes when times get hard. This is exactly when we need to keep showing up and tending to the "field" of our businesses.

Seasons of Business

Just like in farming, all businesses go through seasons. Some are abundant, where leads are coming in faster than we can manage. Others, like this one, feel barren.

Farmers know that every season won’t yield the same results. They also know that giving up ensures no future harvest at all. It’s the same with your restoration business.

Let's acknowledge the elephant in the room—this year hasn’t been easy. As a vendor to restoration companies, we’ve also felt the effects of this and had challenging conversations and decisions on our end as well.

Not to mention a slower year in business has led many of us into a state of what my good friend, Klark Brown (Restoration Advisers) calls “Entrepreneurial Depression.” This compounding effect of things out of our control culminates in feelings of hopelessness and lack of focus.

Add these things up and, realistically, this year felt a little like the perfect storm (and not the kind most of us want), making us wonder if there’s any point in continuing to push or if it’s time to call it quits.

The Results of Not Showing Up

Weather, market changes, and new challenges are a part of every industry, and right now, we’re facing one of those tougher seasons.

In the more challenging seasons, it can be tempting to think that when things slow down, it's time to scale back on everything, including our marketing, staffing, and even investments in growth. Many businesses make the mistake of pulling back on their outreach, marketing, and client engagement. They see it as an easy area to cut costs when revenue is down.

But, if you stop showing up now, what will happen when the market picks up again? The restoration industry, like farming, is cyclical. Seasons change, and demand will rise again. The question is—will you be in a position to capture that demand when it returns, or will your competitors who stayed the course have already filled that space?

Even coming off a bad year, a farmer doesn’t abandon the field; they prepare for what comes next. They might approach the next season by tweaking their methods or investing in new technology, but they always show up when it's time to plant.

What does that look like for us? It means continuing to invest in your marketing strategies, nurturing relationships with past clients, and maintaining visibility even when leads are down. It's easy to think about cutting back on these efforts during slow times to save money, but cutting off your marketing now works directly against prepping for the next season of abundance.

But here’s the problem: when things start picking up again, the companies that pulled back are invisible. You can’t expect to just reappear in the market and pick up where you left off. Consistency builds trust, and trust is what leads to long-term business relationships.

All in all, even in this slow season, now is not the time to quit planting for your future harvest.

The Comeback is Greater than the Setback

While The Great Depression is known as one of the most challenging time periods in our country’s history, there are also countless stories of businesses that utilized that time to re-identify their “why,” cultivate new innovation, and become more successful than ever despite their current economic position.

This reminds us that sometimes after a challenging season, the soil is primed more than ever to accelerate future growth. In fact, it’s more important than ever to invest in your business for the future right now.

We’ve all witnessed the devastation a forest fire can bring to a region, especially if it’s not a planned burn. However, did you know that after a fire, planned or not, forests have been scientifically proven to grow back stronger and healthier? The ashes from the burned vegetation provide a nutrient-rich soil for new growth, and the fire aids in the removal of harmful bacteria. The result is growing back better.

It’s hard to imagine that in the midst of the devastation of a forest fire, there’s actually ample opportunity for the forest to grow back better than ever before.

The most successful businesses don’t operate seasonally. They don’t make rash decisions based on just the immediate effects of one season. Instead, they think about what their field will look like in two, five, or ten years. Just like a farmer who sees beyond the harvest of one year, your business needs a long-term mindset, even in the slow seasons.

You might not be getting as many leads today, but the relationships, visibility, and brand recognition you build now will determine your success in the future. Maybe your paid ads aren’t converting like they used to, or your SEO efforts aren’t driving as much traffic as you’d like. That doesn’t mean you stop. It means you refine, adjust, and keep re-investing.

Think of this time as planting seeds. You might not see the growth immediately, but down the line, the seeds will sprout and produce a harvest.

Once the season shifts and demand rises again, you’ll already have a solid foundation to build on, while those that pulled back will scramble to catch up.

Adjusting Your Approach

Just like farmers might shift to more drought-resistant crops during a dry spell, we, too, can adjust our strategies to fit the current climate. Maybe it’s time to look at how you can fine-tune your services, streamline your operations, or diversify your offerings. Are there areas in your business that can become more efficient? Can you offer services that tap into new markets or needs?

This challenging year might be an opportunity to re-evaluate what’s working and what’s not. Just like a farmer prepares their soil for the next planting season, now’s the time to get your business ready for the future. Take a close look at your systems, marketing, and client relationships, and consider how you can strengthen them for the road ahead rather than stopping them altogether.

Conclusion: Keep Tending The Soil

Here’s the truth: every industry has its tough seasons, and no one escapes them. But just like in farming, when you continue to tend your crops, even in hard times, the harvest will come. It might not be immediate, and it might not look exactly the way you expected, but those who stay consistent, keep learning, and keep showing up will reap the rewards.

In restoration, that might mean staying in touch with past clients, keeping your name visible in your community, and maintaining strong relationships with referral partners. These efforts may not produce immediate results, but they’re essential for long-term growth.

As we wrap up this year and head into whatever 2025 brings, remember the lesson of the farmer: don’t give up after one bad season. The fields you’ve invested in are still there, waiting to grow. Keep planting, keep nurturing, and don’t let one slow year determine your future.

The restoration industry will rebound, and when it does, those of us who kept showing up will be the ones ready to thrive. After all, a new harvest is just around the corner.

You’ve weathered tough seasons before, and you’ll do it again.