6 Marketing Mistakes to Avoid 

I’ve worked in the industry, helping home inspectors and many other business professionals’ market themselves, for more than 40 years. I’m a Master Advertising Specialist—a professional designation through my professional organization that I’m proud to have achieved. I’m happy to share what I’ve learned with others. 

In 1997, my husband, David Goldstein, and I started a home inspection school in New Jersey. We have trained more than 1,000 students. At the same time, I started GEMmarketing, which specializes in assisting home inspection companies and not-for-profits with developing systems to market their business. 

My goal is to help inspectors get comfortable with their marketing and create a professional image they will be proud to use to promote their companies.  

When it comes to marketing, these are six “musts” I often see people make mistakes around. Don’t let it happen to you. I advise everyone I work with to: 

1. Have a fresh set of eyes before the final proof goes into production.

Let’s say you have been working on creating a copy for a new marketing piece. Always ask a trusted person to read it to see if your message is clear.

Before you go to the final proof, check the following:

Call the phone number to make sure it is correct. 

Send an email or enter the website address into your browser to make sure that information is spelled correctly.

Did you include your company name? Make sure to include it as well when you are sending
a mass text message.

2. Have a marketing tool kit in your vehicle.   

Prepare ahead of time and save money. You would not wait to gather and organize your inspection tools until you are leaving for an inspection. Apply the same principle to marketing materials: Do you have business cards, brochures, flyers, and promotional products you can hand to buyers and agents? 

Buy quality items that stay true to your brand identity. Have items ready to give  to customers and people you meet. An affordable promotional pen that writes well is a must ($0.55 to $0.80). Everyone you meet can use a pen. Pair that with a notepad or sticky note, and you will make everyone happy. Bandage holders cost about $1 each. People will put them in their cars, desks, and bags for an emergency. Make sure it is a refillable holder. A reliable silicone jar opener is also about $1. It will stay in a kitchen drawer for an average of eight years.   

Have items people will use in their daily routines so your name is always with them in their cars or on their desks. Have one unique item that is a conversation starter that makes people say, “Oh, I want one.” If you budget one home inspection fee a month to marketing, your tool kit will be well stocked.

3. Develop and maintain relationships with ancillary services.  

In the course of your day, you come across many people in many different professions. Have a conversation with them and get to know their attitudes for doing business. Would you be comfortable referring them? If so, get their contact information and refer them when someone needs their service. In a down economy, this helps you survive.  

4. Do the basics.   

When you first start, you visit real estate offices to get your name out there. Then business starts coming in, and you spend your time inspecting. You think those people will always call you because you did a great inspection. Fast-forward to when the referrals stop coming and the phone stops ringing. It’s time to start marketing again.  

Set aside time each week to call on people, teach an educational class, sponsor, or attend an event. The goal is to connect with people; trust me, your competition is doing it.

5. Don’t use industry jargon to explain something.

A well-written report should be understandable so even a layperson can understand it. Buying a home is the second most stressful thing you can do in your life. The home inspector comes into the process to be objective and tell us about our new dream home. Buyers are excited, anxious, perhaps investing their savings. They do not have your technical knowledge. They need you to keep everything simple and stick to the basics so they understand.  

6. Stay current with technology.

Technology has changed the way we do inspections—from report writing software and inspection tools to cell phones, websites, and social media to printing marketing materials. Are you using the best tech?

Using technology today can be described as leveraging advanced tools and systems to enhance productivity, communication, and access to information. It involves integrating digital solutions into daily tasks to streamline processes, improve efficiency, and foster innovation.  

Whether it’s through smartphones, computers, or other devices, technology plays a crucial role in connecting people, automating workflows, and providing instant access to vast amounts of data. Essentially, it’s about utilizing modern technological advancements to simplify and enrich our lives. 

Need help? Drop me an email or give me a call, and we can discuss any idea you may have. I enjoy crazy ideas. Chances are I probably already have a quality supplier for it. And if not, I will do my best to find one. I look forward to helping you develop your system.

Dee Goldstein has been involved with the home inspection profession for 40-plus years. She has created the marketing to turn a small multi-inspector company into a 12-inspector, million-dollar company, started a home inspection business with her husband, and created the marketing system for a home inspection franchise system with more than 30 offices in North America. She is the owner of GEMmarketing.