Home Inspectors

Why Most Home Inspectors Fail At Marketing?

Marketing plays a critical factor in the success of any home inspection business. It is even more critical in this digital age where every business has ample opportunities to market themselves with a minimal budget on popular digital platforms. 

However, most home inspectors fail at marketing because of various reasons. Some fail because of a lack of marketing resources, and some give up early when they don’t see an immediate return. Home inspection business owners need to understand all the aspects of digital marketing before investing in it. Here are three reasons why most home inspectors fail at marketing and what they can do about it.

1. No Proper Business Plan

You may be a skilled home inspector, but it is not enough to run a successful home inspection business. Both are very different skills. If you’re one of those beginner entrepreneurs who doesn’t have prior experience in running a business, then most probably, you’re not going to reach heights without proper guidance. You need a solid business plan to take your home inspection business to the next level.

A business plan is a written document that includes the objectives and goals of your home inspection business. A plan that helps you understand how you intend to reach your prospects and how long it takes. A business plan’s purpose is not to attract investors; it’s an activity in being realistic about what you want to achieve and how you’ll approach it.

Essential items that should be in your business plan:

1.  Marketing Strategy: Developing an effective marketing strategy for your home inspection business is crucial for attracting new clients, establishing your reputation, and finding new opportunities. Take the help of home inspection marketing companies like Oamii if you do not have any in-house expertise.

2.  Financial Projections:

  1. Have a clear goal on how many more inspections you want to do in a particular quarter or financial year.
  2. Make a step-by-step plan on how you are going to achieve the goal.
  3. Decide how much budget you would allocate towards marketing, advertising, human resources, and operations.

3.  Market Analysis – Market analysis gives you an idea about how you can scale your business. It will give you insights such as industry size and target audience for your locations. It will help you make many critical decisions about your business.

4.  Services for customers: Deciding on your services beforehand is critical since it helps in the planning of subsequent components of your business. That’s why you must decide on your services before starting a home inspection business. 

2. Not tracking return on investment (ROI) on Marketing

An accurate and continuous ROI measurement enables your company to obtain incredible benefits. It primarily helps you in coming up with more solid strategies and better budget allocation.

Marketing ROI is one of the key performance indicators for any home inspection business. Most business owners do not have proper systems or resources to help them track the data. There are also not many tools or software available that tracks marketing ROI accurately for the home inspection business. It’s essential for you to thoroughly learn the ins and outs of the systems you use. 

Strategic decision-making based on data is more necessary in today’s world. Hence, it would be best to consider the ROI to determine how to conduct a marketing campaign. Some of the vital marketing ROI metrics are cost per lead(CPL), cost per acquisition(CPA), customer lifetime value(CLV), conversion rate, and return on ad spend.

3. Not Taking Digital Marketing Seriously

The way we Market businesses has changed drastically over the past decade. Gone are the days where you’d showcase your home inspection business on a hoarding across the street or create a television ad.

Today virtually all of your prospective customers reach out to their mobile phones if they need radon testing or WDO inspection services. You leave a ton of money on the table if your inspection business does not take digital marketing seriously. It paves the way for generating leads across various digital platforms. 

Few home inspectors are investing in digital marketing, but they are doing it without a concrete strategy in place, as we discussed in the first point. Only a tiny percentage of business owners have blended it into their overall marketing plan.

Your prospective customers might become skeptical about contacting you if you do not have a good online presence. Today, customers will be more cautious by searching for online information about your inspection services. At the same time, customers are more informed than ever due to the excess of information that exists on the internet. 

If you don’t have a crucial plan for addressing this, your prospects might question how reliable your services are. Understanding your online buyers is a must, and using online feedback tools and polls can help you improve your performance.

Another major disadvantage of not implementing digital marketing is your competitors will outperform you. If you lack a digital marketing plan for your inspection business, you’re helping your competitors gain market share – particularly if they have a firm plan for digital marketing.

Some of the effective digital marketing channels for home inspection businesses are search engine optimization(SEO), Pay-per-click(PPC) advertising, content marketing, and social media marketing. All these channels are equally essential to build brand awareness and to generate leads for home inspectors.

The Good News

Unfortunately, the quality of service you provide matters more than the marketing activities. Having a successful digital marketing team at your disposal will give you an edge over your competitors and help you take your business to new levels. The good news is, we are a full-service digital marketing agency for home inspectors. Our team has expert marketers who are experienced in promoting prominent home inspection businesses in North America. We are certified Google partners and specialists in conversion rate optimization. Get in touch with us to get a free one-on-one consultation to grow your home inspection business using proven digital marketing strategies.