Top Reasons To Market Your Home Inspection Business Online

I have been receiving emails from readers of Your Edmonton Home Inspections and one of the main questions I get from home inspectors is “how can I grow my business?” So I’m going to develop a small series to help explain different marketing approaches you can take and the pros and cons of each one.

But first let’s quickly go over the methods I’ve previously discussed as a quick refresher. If you are a regular reader of our blog, you’d know that we highly recommend online marketing. For good reason we think that online marketing is one of the best ways to spend your marketing dollars no matter what industry your in.

Online marketing provides a few key advantages over its offline counterparts. Notably, you can target highly specific audiences, gather data, test ads, measure your performance, and more all at a low cost.

Target your Audience

Unlike traditional advertising, online marketing provides a lot of flexibility and customization. You can apply a variety of different filters in your ads that will make sure you are targeting the right audience. This is very important so that you don’t end up wasting money sending your ads to people who aren’t likely to buy your services. Advertising methods like Adwords, Facebook Ads, and lead generation are great options. With Adwords and Facebook Ads there are endless ways to customize your audience profile. On top of the customization, Facebook also has pixel. You can try using pixel to find the people most similar to your existing clients and check your conversion.

On the other hand, if you use lead generation you’ll only have to pay once you actually receive a lead.  This is one of the most effective and affordable ways of getting new clients for any business.

Gather Data and Measure Performance

The beauty of advertising your home inspection business online, whether you’re in Edmonton or anywhere else, is that all the data is collected and can be analyzed. You can get a clear picture of how many people saw your ad, how many interacted with it. How many people left your page immediately, how many dropped off at each stage of the sales funnel and much more.

By analyzing all this data you are receiving you can look at ways to make improvements. By trying to optimize your ads by changing the text, colour, or picture you can see an increase in conversion or sales. Online marketing allows you to quickly test your different ads and use the best one. You can even use tools like Hotjar that would show you how people are interacting with your website. This might not be necessary for a home inspection business but if it helps increase your conversion then why not!

Online not for you?

Think that advertising online is too complicated for you? Do you prefer to stick with using the old flyer and branded car approach to advertising? Not technologically comfortable enough with online advertising? Not sure where to begin? Contact us at Your Edmonton Home Inspections and we’ll start by giving you a free unconditional consultation. Still have questions? Just shoot us an email or schedule a call and we’ll be happy to help.

Now that we had a quick refresher about online marketing and it’s benefits we can start getting into some more detailed methods. In the next little while we’ll be posting different tools that you can use to grow your business online. We’ll explain how to use them, what the costs are if any, and the advantages and disadvantages of each.

Thanks again for using Your Edmonton Home Inspections as a resource for your business.

We look forward to continue providing all of you with valuable guidance.

Your Edmonton Home Inspections Team

 

 

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Introducing the Edmonton Inspector Badge

The Edmonton Inspector Badge is a project that we have been tirelessly working on. The aim is to help people looking for a home inspector to know that a home inspection company with the Edmonton Inspector Badge is a company that gives back to the community and has high quality service. Community and Service, that is the focus of our badge.

Edmonton Inspector Badge Review Process

One without the other is not enough, you can have service and not give back or give back but have a bad service. Both of these situations would lead to not obtaining the Edmonton Inspector Badge. We have a thorough review process that helps us identify companies that meet these criteria. Our review process includes analyzing the online presence and reputation of a company, and checking the experiences of past customers. In addition, we need to see ways that these companies give back to the community. There is a set of criteria that should be met so the review process is completely objective. Any home inspection company will be evaluated solely based on it’s merits.

Get the Advantage

To a home inspector this means that they can get more clients and continue to give back to the community. In addition, it always feels good to give back to your community. Clients will also feel better knowing that their dollar will go back into the city of Edmonton. We don’t charge any fees  for the Edmonton Inspector Badge, and to add to that, any home inspection company in Edmonton can apply to it by sending an email to youredmontonhomeinspections@gmail.com.

Requirements

In the email, make sure you include the following:

1- Name of Your Home Inspection Company in Edmonton

2-Website of Your Home Inspection Company in Edmonton

3-Years of Operation in Edmonton

4-Ways your company gives back to the community

 

For the final point try being as detailed as possible and try listing multiple examples. Examples might include:

Sponsoring individuals, teams, or organizations

Charity Donations

Profit Splitting

Mentoring and providing guidance free of charge

If your company gives back in a different way, make sure you detail that method and  explain why that should be considered as giving back to the community.

Take action today and send us an email at youredmontonhomeinspections@gmail.com with your application information and get listed in our Edmonton Inspector Badge Directory.

As always, if you have any questions please feel free to send us an email and we will get back to you as soon as possible.

 

Your Edmonton Home Inspections Team

 

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Target the Right Audience

When you’re developing a marketing strategy for your small business keep the ROI in mind. ROI stands for return on investment, for advertising purposes it measures the return on your ad spend. Small businesses have a smaller budget and need to be careful of how they spend their marketing dollars.  Targeting the right audience is critical in making the most of your ad spend.

Traditionally, small businesses marketing strategies follow a pattern. Many small businesses make use of flyers, branded cars, newspaper ads, and street signs. When I say small business imagine your local plumber or home inspector. These traditional methods throw out a message to the masses without any refined targeting. Usually, the small business owner will realize that the return on investment using the traditional method ends up being low. I always talk about the “Temperature Theory of Marketing”, for those of you who don’t know what that is let me explain.

Introduction to the “Temperature Theory of Marketing”

The “Temperature Theory of Marketing” talks about the market you are serving and the customer profile of that market. Just imagine a triangle representing the market you are operating in. We’ll Edmonton is the example I’ll be using since that is where I am located.

At the very top of the triangle, there is only a small percentage of the market. These are the people actively looking for your services. These people cost the least to convert into paying customers and they also are your most valuable customers. As we go down the triangle there are more and more people.  The more we go down the more it will cost you to convert them, and the less valuable the people are.

Focus Your Efforts

If you send out flyers to a neighborhood or drives his branded car around the city what is happening? The message is simply being blasted to many people. Most of these people have no interest in the service being offered. By focusing on the right customers you increase your ROI. When you spend less to get a customer you drive your costs down. If you are targeting the right people you will also convert more customers. So as a result of targeting, you are both decreasing costs and increasing revenue.

Targeting “Hot Customers”

Fortunately, a small business owner can do just that. The key is that these people are actively looking for your service. So where do people looking for your service usually go? Let’s examine 3 ways to do this.

Google Adwords

One way of getting in front of the right set of eyes is to use Google Adwords. The way Google Adwords basically works is that you bid on a few keywords.

Example:

If I am a home inspector in Edmonton I would probably bid on keywords like “home inspection Edmonton” and “home inspection companies in Edmonton”.  What happens is that every time someone searches a phrase that contains these keywords, if I’m bidding enough then my website will show at the top of the search results.

I only pay when someone clicks on my link and not simply see my link. This means that everyone who clicks on my link is searching for my service. These are all “hot customers” customers at the top of the triangle. I can also use negative keywords to make sure my website doesn’t pop up for certain search terms. For example, “how much do home inspectors make per year?” would be a negative keyword. People looking to become home inspectors are not looking for a home inspection.

Classifieds Ads

Google Adwords is a great way to target the right audience, for those that find Adwords overwhelming there is a much simpler way too. You can simply post your ads on classified websites like Kijiji. Many people who see your ads and respond to it are usually looking for your service too. Another benefit of posting your ads on a classifieds site is that most sites let you do it for free.

Lead Generation

The third option of marketing your business is through the use of lead generation sites. The way this works is a site reaches the first page of Google and puts a small quote request form on the landing page.  When a potential customer visits the site and puts in a request for a quote you will receive an email. The email can include things like the size of the property, property type, phone number, and address. Unlike Adwords where you pay every time someone simply visits your site and doesn’t necessarily put in a quote request, in lead generation you either pay a fixed amount per lead or per month. On top of that, you can immediately call up that lead and turn them into a client.

Benefits of Lead Generation

Lead generation is a nice way to develop a flow of customers to your business. It works while you sleep 24/7. Depending on what your services are you could be paying anywhere between a few dollars to over $100 in some cases. This all depends on what your customer lifetime value is, and the quality of your leads. As you can imagine a mortgage broker business would end up paying a lot more per lead than a plumber would. The reason being is that 1 client for a mortgage broker is worth thousands of dollars. A client for a plumber, on the other hand, could only be worth hundreds.

When you are looking for a lead generation website to partner with know the difference between exclusive and non-exclusive leads. Exclusive leads mean the website is only sending you the leads and naturally there is a premium you’d have to pay. When a website sends out non-exclusive leads, that means the customer is going to get phone calls from many different companies. With non-exclusive leads, you end up competing with different companies over the lead and naturally you pay less for this kind of lead.

Measuring ROI

So how do you measure ROI and why should you care? After I first graduated I went and worked at a new startup, while I was there we tried every marketing channel you can think of. We tried radio, flyers, door-to-door, and a lot more. Let me give you a few examples: if you spend $2,000 on printing and distributing flyers and in return, you ended up getting only 1 client that pays you $200 then your ROI is ($200/$2,000) * 100 = 10% (which is what happened when we tried radio and flyers). Remember that these methods target the masses so the conversion rate will be lower.

If on the other hand, you subscribe to an exclusive lead generation website you end up paying only when you receive a lead. If you are paying $10 per lead and you receive 100 leads you end up paying $1,000. Since these are “hot leads” you will convert more than you would convert from the flyers. If you convert 25% of those leads and on average each customer pays you $200 that means that: (25% * 100) = 25 customers. 25 customers * $200 per customer means that you make $5,000. The ROI in this case will be ($5,000/$1,000) * 100 = 500%.

In the first case you effectively paid $2,000 for 1 customer, this was your customer acquisition cost (CAC). In the second case, you are paying $10 per lead and 25% conversion rate. Which means that out of every 4 leads you get 1 customer so the customer acquisition cost is $10*4 = $40 per customer.

From the example above you can clearly see that targeting the “Hot Customers” has a much bigger payoff than blasting a message out to everyone. It’s this kind of marketing that will enable you to grow your business even if you’re on a budget. Get more customers for your home inspection business using exclusive leads services. It will only be  a short while before you start flourishing in Edmonton.

If you enjoyed this article please share it :). You can reach us at youredmontonhomeinspections@gmail.com

 

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Branding, why does it matter?

Running a small business is tough. There is a lot of competition, the barrier to entry is low, and there is a lot of hustle. When the competition is this tough you should do everything you can do to give you an edge. One thing you can do is focus on your branding.  In this article, I will talk about what you can do to develop your brand, things you should consider, and things to watch out for.

Benefits of Branding

Branding is very powerful. Some brands are so strong that they even become household names. Think of Kleenex, Hoover, Coke, and Jello, all these products are referred to using the brand name of a particular company. Kleenex is a tissue paper, Hoover is a vacuum cleaner, Coke is a soda, Jello is a gelatin-dessert product. People have a tendency to pay a lot more for a branded product in comparison to its generic counterpart. We can see this when we look at Advil and compare it to Ibuprofen, there are many such cases you can think about. Why do people pay more for what is essentially the same product with the exception of the brand? Partially it’s because of Peace of Mind. A well-branded product is a product most people can trust. It has been verified and validated by your friends and family.

If a small business owner can develop their brand successfully they will see their business improve by a lot. When you are operating a business with a lot of competition and low barriers to entry differentiating your brand becomes crucial. You want to stand out in an environment where without good branding you risk becoming “just another business”. By following the tips in this article you will become a few steps closer to building a strong brand.

Develop your Brand

How can a small business develop its brand? Think about what your strengths are. Is it that you always show up on time? Do you have the lowest costs? Best quality? Great customer service? You want to develop your brand according to your strengths.

Think about your competition. When you are working on your brand you should think about your competition. Do you want your brand to portray trust? Is there a competitor in the market that has a strong brand portraying trust? In case there is, you might want to reconsider your branding strategy. It may take a lot of time to replace an entrenched competitor as the brand people trust. You might want to consider finding a different brand identity. If there is a gap somewhere in the market it would be easier to fill that gap than to spend a lot of time and money competing with a competitor.

 

In the next few articles, I will further develop on how a small business owner can develop their brand using specific strategies. Make sure you also check out “Grow Your Home Inspection Business” and “Target the Right Audience” for more strategies to grow your home inspection business!

 

As always, if you have any questions send us a mail at youredmontonhomeinspections@gmail.com

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Growing your Home Inspection Business

So you’re Ready to Grow your Home Inspection Business?

Starting off the Traditional Way

Many Home Inspectors start off slow. Almost all of them follow the same path:

  1. Get the licence and insurance
  2. Register a company
  3. Get a logo and a home inspection kit
  4. Brand your car
  5. Hope someone calls

This is the 5 steps most home inspectors follow. It should be no surprise that they find difficulty acquiring clients in the beginning.

The idea is that after you get a few clients they would refer their friends to you when the time comes. That is a very slow way to build a business. To grow your business you need a lead generator that feeds the leads into a sales funnel. In the sales funnel you need a process to maximize your conversion rate. Turn these leads into customers. There are different ways of doing this but today I will talk about the way you can target the right audience and why that matters.

Focus on the Right Audience

This idea was first shared with me with a Marketing Guru based right here in Edmonton. He approached a startup I was working at offering his services for $2000 per day of consultation or becoming the VP of Marketing. He called this idea the “Temperature Theory of Marketing” it is as follows:

In any service that you are offering (including home inspection) all the people in your market fall on a scale. Just imagine a simple triangle like the one below.

 

At the top of the triangle there are only a few people and as you go down it gets wider with more people respectively. If you are in a city like Edmonton with 1 million people then all the people in this triangle add up to 1 million. Different services have a different triangle shape as the distribution of people from top to bottom will change.

The people at the top of the triangle are actively looking for what you have to offer. They are few, but they are also the ones that cost you the least to acquire and are your most valuable to acquire. The higher up a person is in this triangle the more they are searching for the service you have to offer. It would cost you a lot less to acquire this customer than someone at the base of this triangle. In addition, these people at the top are the ones that will spend the most money on your services.

What does this mean?

So, we briefly talked about the “Temperature Theory of Marketing” but what does this mean for Home Inspectors? Home Inspectors are following the traditional way of marketing, the traditional way focuses on everyone. When a Home Inspector brands their car and drives around the city, the message is getting splashed around to everyone. If 1000 people see the car in a day it’s highly likely that 99% of the people are “cold customers”. “Cold Customers” are the people at the base of the triangle that have little interest in home inspection at the moment. Same goes for distributing flyers to a neighborhood or sending out a radio or tv ad. The message simply splashes everyone and the business doesn’t realize any significant increase in business. The Return on Investment (ROI) is simply too low. It would be a lot more useful to spend less and target a smaller audience but have that audience composed of 99% “Hot Customers”. “Hot Customers” are the best customer type you can have, these are the people at the top of the triangle. Complement this with good branding and you will reap many rewards.

So now what?

Over the next few posts I will talk about what exactly is ROI and how do we measure it? I will also do a post on how you can target the right audience and get those “Hot Customers” all at the lowest Customer Acquisition Price.

Read on and learn how you can Grow your Home Inspection Business!

 

Your Edmonton Home Inspections Team

 

 

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