Every home inspector has the same training and skills, more or less. And in an overcrowded industry, technical skills alone won't be what sets you apart from your competition.
What will make a difference is how you market your business. Here are our tips for marketing your home inspection business in 2024.
Why is Marketing Important?
You have a home inspection business, and you know better than anyone that you're a good home inspector. The key point here? You know that you're a great home inspector. Everyone else doesn't.
Like it or not, it's your job to convince realtors and homebuyers to hire you over other home inspectors in your market. And the best way to do that is to make sure agents know who you are, the services you offer, and why you're the best inspector for them. Of course, to do that requires knowledge of marketing and the ability to market your business. Let's get into how you can get started.
How to Market as a Home Inspector
Whether you're marketing to agents or marketing to homebuyers, it's difficult to know where to start if you're new to the industry.
Back in the day, marketing could be as simple as cold calling real estate offices or dropping off a business card in person. While you definitely can still drop by an office in person, there are more easily trackable and more efficient ways to market your business.
There's no one way to market. But below are a few things that every home inspector should be doing in the marketing department.
Establish Your Personal Brand
Before you jump into marketing strategy, it's important to establish your personal brand.
Think about how you can set yourself apart from other inspectors in your area. It's not good enough to just say you offer a thorough inspection. Do you have technical skills beyond what your competition can offer? Experience in a related industry? Tools and tech that take your inspections to the next level? Any of the above can set you apart from other inspectors. In marketing, we call these unique value propositions (or UVPs).
Your UVPs are an important part of establishing your brand, because they are things that you can show better than any inspector in your area, and therefore are appealing to agents and buyers alike.
Personal branding is also important in your day-to-day.
Consider wearing a uniform. Even as a solo inspector, you can dress in a way that makes you recognizable. A few shirts with an embroidered logo will make you look professional and can help increase your brand awareness.
As a home inspector, your number one clientele should be realtors. In the digital age, social media marketing is your best bet to get your brand and your business in front of agents.
It's not enough to just follow agents and like their posts. Instead, take just 5 minutes each day to engage with realtors on social. Comment on their posts. Ask questions and provide insight. These types of interactions on social media can win you business.
You also need to post on social media to build your brand.
Think of the content you consume on Instagram and Facebook. Is it informational? Maybe sometimes, but the main reason someone opens their social media is for entertainment.
Don't just post for the sake of posting. Make interesting content that is beneficial to your audience and provides value to your followers.
The best way to win with your social is to get personal and provide entertaining, engaging content. The home buying process can be scary for a buyer; through social content, you can establish yourself as a knowledgeable and reassuring presence to buyers.
One Up Your Competition Through Word-of-Mouth
What do people trust most? Friends or people in their industry giving recommendations. As a home inspector, you should never undervalue word-of-mouth marketing. While you can't control what agents do, you can go the extra mile to make sure you're giving them every reason to recommend you.
The little things matter. Bring water or chairs to a home inspection to make sure the realtor and the home buyer are comfortable. Go above and beyond to give them an 11-star experience.
Another way to make sure you get recommended is to show realtors you're providing value to them. James Hooper of Bridgetown Inspections uses automation to market agents he works with. Hear his strategy below.
Search Engine Optimization (SEO)
If you have a website, you've definitely heard of Search Engine Optimization. In its simplest terms, SEO is how you can make sure people are seeing your business or content when they search Google for key terms, like "home inspector near me".
The basics you'll need for local SEO as a home inspector are:
- A Google My Business page, with your official name, address, and phone number.
- An SEO-friendly, well-designed website.
- Google Reviews
- Reviews from other platforms (like Yelp reviews or Spectora reviews).
If you want to go above and beyond, take the time to create some blog content. It's important to create blog content in your niche. If you have expert tips for home maintenance or want to create content that helps buyers understand their home inspection report, put 'em in a blog post.
Get Reviews from Happy Clients
One huge mistake you can make? Not leveraging reviews from happy clients.
Reviews don't only help your SEO; they allow potential clients to trust your work and services. 84% of people trust online reviews as much as they trust a recommendation from a good friend. If you're not leveraging reviews, you're not showing social proof for your business.
End every inspection by asking for a review. Follow up with auto-populated emails (as long as they have some personalized content). Not everyone will leave a review and that's okay. Even a few five-star reviews can boost your local SEO ranking.
Paid advertising is a tricky one. If you have the budget, you can run paid ads on Google and Facebook. But you'll need to make sure the ROI (return on investment) is worth it.
If you have a successful business and you've maxed out on organic search and marketing opportunities, paid ads and PPC opportunities are a worthwhile strategy. If you do choose to do paid ads, be vigilant in tracking them and make sure you're seeing success.
In marketing, we use the "three months" rule of thumb -- if you have the budget, give paid advertising a three month test
If not, chances are that paid advertising could be a waste of your valuable budget.
Want to make sure your content is reaching your target audience? The answer is email marketing.
Given the habitual nature of checking emails, it's a direct and effective channel for reaching your target audience consistently. Whether it's newsletters, blog updates, or crucial business insights, email campaigns provide a personalized touch.
Don't forget the importance of a compelling call to action (CTA) in every email—guide the recipient seamlessly to your website for more information, bookings, or valuable resources. In the digital realm, where attention spans are fleeting, a well-crafted email strategy ensures your content not only lands in their inbox but resonates with impact.
Related: 5 Marketing Habits to Stop in 2024
Frequently Asked Questions: Home Inspector Marketing
How do you market yourself as a home inspector?
As a home inspector, you can market your business through social media, search engine optimization, paid advertisements, and reviews from happy clients. Successful marketing will set you apart from other inspectors and win you more business.
How do I build a successful home inspection business?
Successful home inspectors have technical skills and training (usually from an accredited institution such as InterNACHI), a solid marketing strategy, excellent relationships with realtors in their market, and great customer service.
How can I market to realtors?
Emphasize your expertise through professional presentations or workshops, showcasing your knowledge of current industry standards and local regulations. Leverage social media platforms to share informative content and engage with agents. Positive client testimonials can serve as powerful marketing tools, demonstrating your commitment to quality inspections.
Don't underestimate the power of showing up in person. Attend real estate networking events to build relationships and convey the value you bring to their transactions. In a competitive field, personalized outreach and consistent communication are key to fostering lasting connections with agents.
How do I market directly to homebuyers?
Marketing to homebuyers directly will require a slightly different approach than marketing to agents. The first step? Ensuring that your Google Business Profile, your website, and your SEO strategy are all top-notch, as many buyers will find you through online search.
Developing and sharing user-friendly guides or videos that demystify the inspection journey for first-time buyers can go a long way to build trust, and make the buyer feel valued. You can also offer complimentary resources, like pre-inspection checklists or webinars, to showcase your expertise and commitment to their peace of mind.
Always encourage satisfied clients to share their positive experiences through online reviews and testimonials. Establishing a transparent and educational presence will position you as a trusted advisor in the eyes of homebuyers, fostering confidence in your inspection services.