The. Marketing Plan. Instructed by Bill Erickson. Day 2: A) Class Presentations B) Get Started Binder 1. Marketing Implementation 2. Web library resources 3. E-mail marketing resources 4. To do lists. Day 1:
Instructed by Bill Erickson
1) Determine your services & prices
2) Match services to customer segments
3) Select promotion strategies for
obtaining and maintaining customers
4) Implement tactics to carry out your
Your Marketing Plan
Provide a variety of inspection services to multiple market segments:
Residential, commercial, buyers, sellers, banks,
Primary Inspection Services:
These vary by geographic area, licensing, local protocol, etc.
Well potability test/Sampling
Septic System inspection
Termite (WDI or WDO)
Buyer Pre-closing inspections
Most Relo companies will require you to
submit the ERC report format
Usually inspecting homes at point of origin,
Estimate repair costs used to determine
Promote by contacting the Relo companies
on the NPI/GPI Field Service list
Most companies pay $185-200 to start plus add-ons
Employee Relocation Inspections
1) Buyers (pre closing due diligence)
2) Existing owners (maintenance or lease inspections)*
3) Tenants (leases)*
*Triple net leases hold the tenant responsible for maintenance and repairs often including HVAC.
Commercial Property Inspections
Promoting Commercial Inspections
Property rehab/loan program requiring a HUD 203(k)consultant/inspector to assist with monitoring the construction including draw inspections where repairs are over $35,000.
To become a 203(k) consultant you need training (seminar) and a minimum of 3 year construction or inspection related experience.
HUD 203(k) Program Consultant:
Lend Your expertise as a home inspector: To attorneys, for law suits, arbitration and mediation services. Charge a fee for your expert opinion. (Over phone, in court, etc.) Sign up at www.lawcheck.net
A homeowner sues their home builder for repairs for poor workmanship. Their attorney needs your expert opinion or testimony.
How do you Obtain and Maintain Inspection Clients?
Who are your Referral sources?
Why Referral Source Marketing?
Obtaining Initial Referrals:
Positive Attitude. We “Partner” with agents to assist them in completingtransactionswhile providing an unbiased inspection service to their clients. We help to reduce agents’ liability.
2. Maintain constant contact by email, print, and in person w/ potential and existing referring agents.
3. As a result, potential referring agents will think of you when they are looking for a new inspector and existing referring agents won’t forget you.
Marketing to Agents
4) The more they trust you the more they will refer you.
5) Network with agents to meet other agents.
6) Better to get introduced by an existing referring agent or office mgr. than to cold call them.
See Kim’s Promotion training for tactics for working with agents.
Marketing to Agents
Maintaining Ongoing Referrals
1) Requires constant contact
2) Depends on your performance
and customer satisfaction
1)Draw inspections on new home construction
2) Commercial mortgage underwriting
3) REOs (Real Estate Owned) foreclosure Inspections and property preservation services.
Call and survey each bank to identify the decision maker. Mail intro letter/brochure, follow up to set a meeting. See How to Market to Banks in web library.
1) Read/study “how to network,” to promote
2) Network within the real estate community,
to meet real estate professionals.
3) Join your local real estate association
and volunteer to assist them.
4) Join a formal networking group (e.g. BNI) to
improve your networking skills, to
broaden your network beyond just real
Learn to Network
Obtaining business directly from customers (not referred)
1) Customers who respond
to your advertising
2) Customers who find you on
Advertising to consumers
Your Web site at
See examples of inspector home pages at: www.npiweb.com/test
Promote your business online
providers (Listed above regular search results)
Yahoo Local (top of regular search results)
***FREE sign up with the above. See your back folder in this manual for instructions on signing up with directories.
1) www.homeinspections-usa.com(largest and most effective) $250/yr. (1st yr. $50-Discount with marketingcode “NPI”)
2) Inspector directory:www.inspectopia.com
3) See the NPI/GPI list of various other online directories such as superpages, etc.
3) AOL and Yahoo free yellow pages. You must submit.
Recommended Print Publications:
1. Yellow page directories (not as popular as web)
2. FSBO publications (homes 4sale by owner)
3. Local Realtor Association Newsletters (targeted at agents)
IMPORTANT - MANDATORY!!!!ALL OF YOUR PRINT ADS/FLIERS/COUPONS/E-BROCHURES AND ANY OTHER PRINTED MATERIALS DISTRIBUTED MUST INCLUDE THE PHRASE:
“INDEPENDENTLY OWNED AND OPERATED”
Consumers typically only respond to inspector’s ads after they have found a home and realize they need an inspector, not when they are searching for a home.
NOTE:Be cautious of other “home for sale” publications as traditionally they haven’t produced business. Also avoid newspaper ads.
However, if you run an ad, be sure to include a $25 or $50 coupon to compel the consumer to take action!