A growth strategy for any business in any industry has to include effective marketing techniques, but for many newly qualified home inspectors, the world of marketing is completely alien to them. There are so many potential routes to take and tactics to try, and it can be difficult to know where to invest your resources. It’s particularly challenging for those who are new to the business and who are simultaneously trying to deliver a quality service with existing clients and build a reputation. The key is to take small steps and to trial a few different techniques before you settle on the marketing strategy which works for you. This guide covers the basics of how to grow a home inspection business.
Start with a marketing plan
The first crucial step is to create a marketing plan. Hopefully, you included marketing in your initial business plan, but now may be the time to go into more depth. You should identify what it is you want to attain through your marketing plan and give yourself a timeline with goals to achieve along the way. Take a look at your competitors to see how they are marketing themselves. You may be able to learn something, but equally, you might find a way in which you can differentiate yourself and bring something fresh to the table. Remember to include a budget in your marketing plan so you can monitor how much you are spending versus return on your investment.
Invest in automation and technology
The organization, efficiency, and productivity are all key foundations in a successful business, and thanks to home inspection tools like home inspection software, you can manage your communications, administration, reporting and scheduling all in one place. You can also keep records of prospective customers to enable you to focus your time on leads, which are more likely to convert, and with automated emails, so you can nurture the relationship with minimal effort.
Build your online presence
It’s no longer optional – you need to build a website for your home inspection business. When homebuyers are looking for an inspector, they will type what they are looking for into a search engine, and if you don’t have an online presence, you will be left out of the running. A website is relatively simple to create thanks to the number of website building services and templates out there, but remember that branding and user experience are important. A website designer will be able to help you to create a sleek and professional website. To maximize your visibility in search engine results, you should invest time in search engine optimization, digital advertising and social media marketing.
Streamline your efficiency
Once you start marketing your business, it can be very easy to lose sight of your objectives, and before you know it, you’re spending hours each day on tasks that have no tangible benefit to your business. To prevent this, give yourself a marketing task to complete each day by a certain time and then get on with the business of running your home inspection service. This will help you to prioritize what really matters and keep you focused.
Research your local market
You should do as much market research as you can on the realtors, construction companies and home inspectors already operating in your area. You can do this not only by looking at their websites but also by following their social media activity, subscribing to mailing lists and collecting their printed marketing, such as flyers and brochures. You will be in a better position to identify gaps in the market and potential opportunities to show what your company could offer, which would give you an edge over the competition. Remember to price your services competitively, but don’t sell yourself short. Homebuyers want to trust that the inspector they hire will be thorough and professional, as buying a home is a huge investment. This means they are often willing to pay higher prices for the right inspector and are less likely to be tempted by cheap deals.
Get out there and meet people
Digital marketing is clearly a very important part of your marketing strategy, but that doesn’t mean you should forget about the more traditional forms of marketing. One of the best ways to get your name recognized in the local market is to get out there and start shaking hands. Try to set up meetings with realtors and construction companies to introduce yourself and find out more about what they specialize in. Join real estate associations and attend some industry networking events to start building your professional network.