Is to stay diverse.
Don’t put all your eggs in one basket.
You’ve probably scratched your head at some point and asked yourself “Who should a home inspector market to?”
Whether it is digital marketing, realtor marketing, advertising or old fashioned networking, keep effort spread across all these platforms.
Like any other small business owner, home inspectors have a lot on their plate.
Between communicating with clients, carrying out inspections, writing reports, and dealing with all the daily minutiae of running a business, marketing is often the last thing on a home inspector’s mind.
And hey, we get it! Marketing is tricky.
Narrowing down your target market, identifying their pain points, and coming up with a surefire strategy to win them over can be a lot of work.
If you’re willing to put in the time, however, the payoff can be huge.
A good marketing strategy will not only get your business out in front of more potential clients, it will also boost your credibility as an inspector, highlight your skills and experience, and ultimately allow you to focus less on promoting your business and more on the work itself.
Without a marketing strategy in place, your client base is likely made up of word-of-mouth referrals and a handful of people who happened to stumble across your website (if you have one—and you should!)
Smart marketing will widen that potential client base to include nearly every person contemplating buying a home in your area.
Exposure like that will have your business growth skyrocketing in no time.
Now that we’ve outlined the benefits of marketing your home inspection business, let’s take a look at all the different ways of going about it:
Networking is what you’re doing every time you chat about your home inspection business with your new neighbour, your dentist, or the person lined up in front of you at the grocery store.
Attend open houses, join a local club or organization, volunteer—expand your network as much as you can!
Speaking directly with potential clients or referrers is a great way to market your business because it’s casual, friendly, and allows people to see for themselves what a fantastic person you are.
Don’t be shy about handing out business cards to new acquaintances!
Those five minutes of pleasant small talk cost you nothing and could end up winning you a customer down the road.
Perhaps not as popular as it used to be, but still an avenue to consider!
This kind of marketing includes newspaper, magazine, and radio ads; billboards; TV commercials; and direct mail marketing, which involves sending printed promotional material like postcards or brochures directly to potential clients through the post.
The benefit of traditional advertising is that its methods are tried and true, with success rates and statistics to back them up.
Traditional advertising is also a good way to reach those customers who don’t spend much time online.
We’ve said it once and we’ll say it again—your home inspection business needs a website.
Digital marketing is crucial to look modern in today’s modern age.
Plus, it gives you a competitive edge against complacent home inspectors that may be resting on their laurels and relying on their agent referrals.
In today’s digital landscape, a strong online presence could mean the difference between boom or bust for your business.
A clean, professional-looking website that lets potential clients know what services you provide, shows off your glowing testimonials, and outlines how to get in touch with you is an excellent place to start.
If you want to really up your online marketing game, you can look into investing in online ads through Facebook and Google, email marketing or improving your website’s search engine ranking using SEO (search engine optimization) techniques.
Much like any other kind of networking, marketing your home inspection services through real estate agencies is all about talking to the right people and giving the right first impression.
Real estate agents interact with clients right at the point where those clients might require a home inspection—cultivating a good relationship with a real estate agent or agency will likely send those referrals your way.
Giving business presentations at real estate offices, showing up to networking events, and being all-around friendly and reliable will go a long way to cementing a solid relationship between you and your local real estate agents.
Make sure to be strategic with your interactions. Leave them cards, bring them coffee/food and keep your marketing materials in their hands.
As cliche as it sounds, a job well done speaks the loudest.
This will help you gain more word-of-mouth referrals by agents and clients alike.
You can also incorporate your promo materials in with your inspection binders that can be given the agents.
Or, a leaner version (less costly to produce) that you can give to every inspection client.
In these leaner binders, you could include things like coupons, information and other collateral.
This is all part of your branding, as well. Don’t take this lightly.
Once you’ve decided which marketing tactics seem like a good fit, it’s time to strategize!
Define your business goals—both long and short term—clearly and concisely. Make sure that they are measurable goals.
Avoid open-ended statements like “I want to become more successful in my business” and quantify things instead: “I want to increase client bookings by x% in three months” or “I want my website’s monthly hit count to reach 10,000 before the end of the year.”
Think about what steps you can take to achieve these goals using the marketing methods outlined above and map them out.
This document is your marketing strategy and a valuable resource as you work to grow your business. Refer to it often to ensure you’re on course to reach your goals.
Having a marketing strategy is essential to any business, but that doesn’t necessarily make your strategy bulletproof.
You might find that despite following the steps outlined to the letter, you’ve failed to hit your target.
Trial and error is all part of the marketing process.
Reassess your strategy often to discern whether your actions are yielding results or whether you need to shake things up.
A good business strategy is one that can be easily adapted to meet changing conditions in the market.
And remember, failure to reach a goal does not mean that you need to change the goal itself—instead, look for a new angle and keep on pushing forward.