Defensive Marketing for Inspectors…

…And where did all these new inspectors come from?

As established inspectors discovered recently—home inspection has become a hot career choice attracting a lot of new people.

WHY?   

A) Industry jobs have cut been cut back or eliminated.

B) Inspection schools have marketed the “Big Demand” and payoff for qualified inspectors (there are 42 schools in Illinois alone).

C) It appears to be something that can be done as a part-time business on the side to pick up a few bucks without a serious commitment.

D) Perceived low cost, ease of entry into the business.

Although most of those who are ill-prepared for the profession will bow out as quickly as they came, they can have a disruptive effect on the market while they are here. Here are some things they usually have in common:

1. Lack of affiliation with a credible association such as ASHI and its chapters, which offers benefits and provides guidance that can build a business.
2. Limited, if any, market research.
3. Lack of effective sales and marketing experience, and no clue as to how to learn those skills.
4. Minimal technical/educational skills.
5. Limited funds for startup and a
6. reluctance to spend what they do have because they don’t know how to make smart spending choices.
7. Limited equipment investment, commonly referred to as clipboard/flashlight guys.

The list could go on, but you get the picture.

What do they have?

They offer cheap inspections—they don’t know what to do, so they offer price.
This creates a cheap image for inspectors, and will, in many cases, result in a client receiving a poor inspection.

Defensive marketing

Experienced inspectors can respond to the disruptive effect cheap inspections have on the market by taking advantage of defensive marketing opportunities. In short, you give the people who refer their clients to you something other than price to base their inspection decision on.

Too many inspectors have been conditioned to expand their referral base
to a wider and wider audience when a bargain-priced competitor is trying to do the same thing.

Instead, recognize the advantage your experience gives you and capitalize on it. Take an aggressive defensive approach to marketing.

Think USP (unique selling proposition). Change from a shotgun attitude to more of a rifle approach. Think in terms of going deeper into your marketing base relationships and not as broad. Broad approaches are okay, but should be
secondary to your core emphasis.

This business is built with one-on-one relationships. Short-circuit the price inspector by educating the people who refer clients to you about how satisfied those clients will be with your inspection services, and educate those clients on the advantages of using an experienced, skilled home inspector.

Projecting what’s in it for them, with your features translated into meaningful benefits, will have them leaning more toward you on their recommended list of inspectors.

When you have effectively pre-conditioned those who refer clients, as well as the clients, they will not be tempted by bargain-priced inspections. I often find myself selling against a more than $100 difference, and I book about 80 percent of them.

In general, 600 contact points will net a single inspector a core of 60 people who refer clients. If you increase the referrals from these 60 people from three a year to five a year, your business jumps from 180 inspections to 300. It is much easier and cost-effective to increase your activities with these core people, who know you, than it is to try to develop another 40 who are willing to refer their clients to you. It’s common knowledge that keeping/expanding a current customer is much more cost effective than attracting new ones.

Preconditioning the people who will send you referrals, coupled with honing your phone/booking skills, is defensive marketing at its best.

Just remember to go deep to score more touchdowns and leave going wide to chalking up more first downs.

Good selling/enjoy the journey.