Shifting the Focus on Social Media

Over the past few months, you may have noticed a shift in the content being posted on ASHI’s social media. Instead of posting content directly related to home inspection, ASHI has created content discussing the larger real estate market topics. A key detail about this content is that it is designed specifically for consumers who are in the market to buy a home—or, in other words, the potential clients of our members.
Why the New Direction?
Coinciding with the arrival of Director of Communications Marianne Sackett, the team at ASHI is working to give ASHI’s communication channels more direction and purpose. We currently have several platforms that deliver content dedicated to our members, including the Reporter and the ASHI discussion forum, that focus directly on home inspection topics and often get into specialized, in-depth discussion of these topics.
With our member-centric channels covered, we saw the potential for ASHI’s social media platform to generate more awareness about home inspection, especially to groups outside of the home inspection industry. Our goal with the consumer content is to use our social media platforms to reach this consumer audience.
Consumer Content and Social Media
The articles written for ASHI’s social media platforms cover everything from real estate trends and home buying tips to home maintenance guides and digestible introductions to technical topics. From the consumer’s perspective, their home inspection is one small step in a large home buying process. We realized that focusing solely on the home inspection as part of our social media strategy was only giving ASHI and our members a small window to reach potential clients.
Joining the conversation across a broader range of topics gives ASHI more opportunity to reach new consumer audiences by meeting them on their level. Tailoring our content to be more relevant and approachable, we can begin to reach these audiences. We can then drive the conversation toward ASHI’s main takeaway: the importance of an ASHI home inspection and promoting home safety.
Our Philosophy
Offering helpful, relevant content to home buying consumers during the home buying process is a means to build a reputation for ASHI as an informative resource. Ultimately, becoming a go-to place for consumers to educate themselves on these topics is a win-win. When it comes time for home buyers to find a home inspector, the hope is that they will come back to find an ASHI member in their area.
Reviewing threads from members on the Discussion Forum, a consistent ask has been to increase awareness nationally. A common sentiment we hear is that people outside the industry do not know what ASHI is or what we stand for. Similarly, many home buyers may not think twice about their home inspection or its implications before their real estate agent informs them about it. This social media strategy is the first step in addressing that disconnect, and while it will take time to build this reputation through our brand, we believe it will be a worthwhile endeavor to increase awareness of ASHI and the importance of home inspections.
With more consumers learning about ASHI and what we stand for, more people will be asking and searching for ASHI members to conduct their home inspections, which means more business for our members!
Use This Content for Your Own Business
You can utilize the same strategy that ASHI is implementing but for your own home inspection business. By sharing this ASHI social media content, you can attract consumer engagement and inspire confidence in your prospective clients.
Here are a few ways to take advantage of this content:
1. Share the content on your social media platforms.
Suppose you already follow ASHI across our various social media platforms. In that case, the easiest way to take advantage of this content is to share or repost the original posts to your business’ page. While the article will take them to ASHI’s Newsroom, you can add your call to action in the shared post and highlight the services you offer and the value it can bring your clients.
For example, if you wanted to share the article “The Homebuyers’ Guide to Roofs,” your post’s body could read something like: “Looking to buy a new home? Hire Company X for an inspection to make sure the roof over your head keeps your family safe and sound.”
2. Use the content directly.
Another way to utilize the content is by reprinting or reposting it directly onto your platforms. You can add any of ASHI’s content to your own website or blog by following ASHI’s reprint policy to give ASHI proper attribution. If you come across an article or even a small section from one, feel free to reach out to the communications team at communications@ashi.org.
We understand that it can be hard to find the time to write your own content between your inspections and taking care of business operations. As an ASHI member, you can save time on content creation and use what we have already created for your business. Keeping an active, well-maintained online presence for your business is an excellent way to get more clients coming your way.
In Summary
Using the articles like these on your platforms is a way for your business to show potential clients that you are here to help them and build trust with them. It shows that you understand what your clients are going through during the home buying process, and offering these types of articles makes you and your business more relatable and knowledgeable to your clients.
After reading this article, I hope I have shed some light on the new strategy we are implementing for ASHI’s social media and the greater effort to increase awareness about ASHI to consumers. We have received some requests for content reprinting already, and we are excited for more members to use ASHI’s content to bolster their businesses. If you have any topics that you think would resonate well with your clients, please share them with us, and we will try to cover the subject in an upcoming article.
Happy posting!
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