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Better Home Inspector Company Image
The Critical Value of an Inspector's Company Image
A brand and image expert who was recently quoted in Forbes and Money Magazine says that perception is reality when it comes to your company image. What she means by that is that how you are perceived in the marketplace is how people really think of you. You are being judged, and people make judgments based on what may seem like superficial impressions. Whether you like it or not or agree with that kind of thing or not, the reality is that how you are seen and perceived has a great deal to do with your business image and brand.
So if you are undervaluing the asset of your company image then you are going to be undervalued by your customers and potential customers. Especially in this day and age, it is critical that all businesses invest in their image and make an effort to bolster it and enhance it. That is even more important for people in the inspection industry.
Some businesses are judged more by the widgets they sell. It does not matter so much to the consumer who the person is behind those items on the shelf. But when it comes to homeowners who are staking a great deal of money on a real estate transaction, for example, what matters most to them is that you are credible, expert, reliable, honest, experienced, and highly skilled at what you do. So it all comes back to image. If your image is neglected or haphazard or sloppy, for instance, rest assured that lots of potential customers are going to pass you over and shop somewhere else. If you go to get your new truck serviced and the mechanic shop is a complete mess it probably makes you skeptical. But walk into a garage that is neat as a pin where you get immediate answers and responsive customer service and it gives you added confidence. The same goes for your image as a home inspection business.
Meanwhile homeowners, real estate agents, and others who use inspectors will do their comparisons the same way a building appraiser will use comps to come up with an accurate valuation for a home. If you do not hold up well against other inspection businesses that perceived image devalues you and quietly undermines your opportunity for success.
Of course that presents a quandary for many home inspectors who acknowledge that they are not trained in image and brand management. Many are also quick to admit that this kind of thing does not really appeal to them because they are more comfortable crawling under a house or into an attic than they are doing sophisticated analysis of their market appeal. But not to worry, because there are easy solutions to solve that issue.
One of the most popular among building inspectors is to align their businesses or their individual services up with a company that does have people on board to handle all of these extraneous details like advertising, marketing, branding, and image. Working full time or part time in partnership with a franchise, for example, can provide all the image resources an inspector needs to ensure that his or her business is viewed in a positive way and flourishes. Others rely on expert marketers who may have, for example, a robust online presence that helps the inspector or inspection business connect with valuable customers in their own area. The key, in other words, is to recognize the need. Then address it by aligning yourself with those who do have the skills and expertise to get you where you want to be in terms of your business, your financial goals, and your all-important image.