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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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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