Case Study – My Market Inspector

Case Study

In this case study, I'm going to show you real data from one of our client's online marketing efforts. 

When it comes to online marketing for home inspectors, two things matter:

  1. People visiting the website
  2. People calling the phone number on the website

In this case study we’re going to compare some stats from a single home inspector company’s results from launching an SEO campaign while already having an Adwords campaign active. 

We’re going to look at three points that we track digitally: 

  1. Marketing revenues
  2. Marketing costs
  3. Website visits

Before we dive in…

This case study isn’t to convince you SEO is better than Adwords, or vice versa.

Both of these online marketing tactics are very powerful and have their own unique place in the marketplace. If someone tells you different… they’re probably trying to sell you something.

Alright, let’s dive in.

Website visitors​​​​

​​​​Prior to launching their SEO campaign, Adwords was the main source of traffic to the website. Check the chart below for stats over May, June, July and August of 2017.

One thing to keep an eye on: The jumps in “organic visits” each month. "Organic visits" are people clicking on the company website right from Google. 

These website visitors find the website by typing in terms such as “home inspector City” “commercial inspector in City” etc. 

Here's the monthly search volume from May-Aug for organic and Adwords. Keep an eye on the blue bar. 

home inspector case study

The blue bar shows a steady increase in organic visitors to the website each month.

Now, step back and think about this:

This company experienced a 4x increase in organic search engine growth... in the first four months into a campaign. We're not even close to being done with their campaign.

And what's even better?

They're also now in the "Maps" section of Google, not just on page one for "organic" positions. 

Above: An example of a "Maps" section. For privacy we are not showing our client's company.

And to top off this new market positioning - they're still reaping major benefits from their Adwords efforts.

Marketing Costs

Now, of course this takes money to happen.

This specific firm drives a lot of new business from online sources because they adapted to the modern marketing methods. 

But... what does that cost look like?

For Adwords, you are charged per "click" by Google themselves. You also need to pay a campaign manager, unless you learn how to do it yourself. 

For SEO, you pay a professional to optimize your website to help Google to "find" it better. 

Let's look at what these costs look like for this individual company:

As you can see, Adwords fluctuates while SEO investment stays the same.

The key difference?

SEO is increasing in value (more visits month over month) while staying at the same monthly investment level.

In this example we jump approximately from 20 to 40 to 60 and finally to 80 in the last month shown here, at a cost of $1000 a month.

Adwords also gives good results, but also costs much more. 

As this campaign continues to develop, we'll see SEO and Adwords website visitors become closely matched.

The best part about this when it happens?

You can stop paying for your SEO campaign... and unless you live in a hyper competitive space, you will very likely continue to reap the rewards for some time to come. 

Meanwhile, if you stop paying for Adwords, your website traffic instantly stops.

The silver lining with Adwords is, you can instantly start it, too.  

Marketing Revenues

Like most marketing tactics, reporting is never 100% accurate - and this is no different.

The most accurate way to track online marketing results for home inspection companies is to actually track where phoen calls are coming from. That said, we don't do that in this campaign.

We only track the number of people that visit the contact page on the website.

What does this mean?

It means that our client is actually experiencing a greater return on investment than seen here. And the return on investment shown here is pretty darn good by itself! 

The data seen above is calculated by a $300 dollar valuation given to each person that visits the "contact us" page on the website.

$300 dollars is selected for this firm ​because residential inspections are their highest volume selling item.

The mark of a successful marketing campaign is that it generates more business than it costs to generate. 

Putting it all together

Alright, so we've looked at three things: website visitors, marketing revenues and marketing costs.

Only two matter to your business, at the end of the day.

They are the cost and revenue.

Let's look at all the data together now.

According to our calculations, over the span of four months our client spent $7200 on Adwords and $4000 on SEO.

In turn, they generated $13200 in revenue from their Adwords campaign, and $9600 from their SEO campaign. 

For Adwords, our client made a cool 180% return on investment (ROI.) 

For SEO, a 240% ROI was hit. 

The best thing about this is that we're gaining more website exposure every single week.

This means more phone calls from people that are looking for your business. 

Stay tuned, because at the 8 month mark we'll be doing another case study on this client to show you these exact metrics further into the SEO campaign.

If you're serious about your home inspection business and have been thinking about making the jump into the digital marketing space, let's talk. We're happy to answer any questions you may have... talking is free.