10 Ways to Better Market Your Business

The market in my area recently slowed for various
reasons, including winter being a slower time of year generally. The slow season is a great time to revisit what I am putting out there as a company and fine-tune my efforts. I’m interested in pursuing some educational opportunities during this downtime, but one thing I think is important is to review things I’m already doing, to consider opportunities for improvement.
Often a busy owner throws together different marketing pieces of their business just to try something. Everything you do as a company can have an effect, and reevaluating can help to ensure you are maximizing every opportunity.
1. Have a Professional Logo.
We deal with clientele from all walks of life. It’s safe to say many are business owners, marketers, or work in image-related careers. You may not think too much about your logo yourself, but it can elicit an instant, most likely negative, reaction if it looks unprofessional or cheap. People often judge you visually rather than read the content you give them, so your logo must relay the same message and professionalism as your company.
2. Have a great website.
Websites don’t have to be complicated. People make decisions quickly online, and you don’t need 50 pages of lengthy content. You need a modern website, and I’d say what you see on the home page before you start scrolling is the most important part.
If your website is outdated, start by refreshing your home page. If your website is strong, focus on this landing page and optimize your primary content. Think about the process you want a user to go through on your website and make it a user-friendly experience.
3. Understand Your Strengths.
You should know the 10 things that make you stand out from your competitors very well. You want to differentiate yourself because every inspector says they are thorough and educational. Focus on what makes you different. Do you speak a second language? What is your background? Do you have more extensive experience? Maybe one of your strengths is something you learned before becoming a home inspector, something that taught you to be an excellent communicator or have strengths that apply to this job.
4. Get Great Headshots.
Like it or not, people are looking for the best inspector. You need to market yourself properly because you’re selling yourself. I use headshots in introductory emails, my website, and social media to brand myself. If I only had photos of myself in a non-work situation or a low-quality image, people may think this reflects my ability to do my job or run a company.
5. Have a Strong Business Card.
Your business card should reflect your professionalism, your branding, and represent the quality of your work. Look at your website’s theme and incorporate it into your card. Having thoughtful marketing materials makes you look more professional.
6. Clean Up Your Look.
We all get dirty during our inspections, especially if we do our job well. We need to arrive looking professional, even if we just came from an inspection. You can look professional regardless of your style with a little effort. If you look sloppy, people may associate that with laziness.
7. Evaluate Your Equipment.
Do your tools look professional? What about your vehicle? You probably paid a lot for your equipment, so display it and carry it professionally. Try to keep your car clean, and consider putting your company information on it. Most of our effective marketing happens during the inspection. Everything your client and the agents take in during the inspection is part of your inspection experience.
8. Hand Your Client (and Maybe Agents) Something.
Consider getting a home maintenance guide, brochure, other marketing material, or at a minimum your business card in your client’s hands every time. There are many print items to consider, and when you make sure they’re helpful, there is a better chance the client will hang on to them and remember you.
9. Streamline Your Process.
This is a big one. Your client should have a great experience on your website where they can book online and, if they do reach out to you, feel confident after speaking to your company. They should receive a confirmation email, and every step of the process should be smooth and easy.
Make paying, signing the agreement, and communicating inspection needs as easy as possible. You should be available after the inspection to make asking follow-up questions easy. And don’t forget to make it super simple to leave a review. Companies spend significant amounts of time and money perfecting the user experience, and we should constantly evaluate our processes to improve it. Perfecting my template and user experience are probably the two things I invest the most time in for my company.
10. Have a routine.
Many inspectors know what to do for marketing; they just aren’t consistent. Setting up a schedule can be a lifesaver. Establish a time when you want to post on social media, when you will blog, when you will work on your website, when you will look at point of sale advertising, and when you will evaluate the million other ways to get new business. Without a schedule, you will start marketing ideas and never execute them. It’s all in the follow-up.
As business owners, how you do one thing is how you do everything. Having a constant presence, a consistent feel for your advertising, and focusing on making every part of your inspection great will result in quality, memorable experiences for clients and agents. Put your effort into all aspects of your business and maintain your professional demeanor. This is an excellent starting point before starting any new marketing efforts during the slow season.
The opinions expressed in this article are those of the author only and do not necessarily reflect the opinions or views of ASHI. The information contained in the article is general and readers should always independently verify for accuracy, completeness and reliability.
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