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Marketing Facts
Marketing Your Home Inspection Business: A 24/7 year-round necessity.
Many home inspectors or those who run their own home inspection business understand that marketing and advertising is important. But unfortunately the majority of those inspectors are misled into thinking that they should only market a business during specific times of the year.
Some pour on the marketing during the slow season for real estate sales, for example, believing that is the best way to compensate or adjust for the loss of business and income as the market cycles into the off season for home sales. Others do just the opposite. They splurge on ad campaigns while the market is busiest, which is usually in the springtime, in order to compete more effectively and capitalize on that golden opportunity.
The problem is that both of these approaches work, but if you only do one of them then it undermines the results you are trying for and hoping to achieve. That's because marketing, branding, and advertising experts know that the most effective and economical way to market a business is to do it all the time, all year around, in a consistent and steady fashion.
One reason is that it takes a lot more money to gain a new customer than it does to retain an existing one. In terms of marketing you should not take that only as a literal statement, because "retaining an existing customer" can also mean preserving whatever impact you have made through your marketing to connect with a potential client. Here's an example to help explain that concept.
If you do a successful marketing blitz, for instance, your name gets out there in front of people. They remember you and keep you in mind as the person to call if they need an inspector. But if you only market yourself occasionally those people forget about you. Your status as the "go-to" guy in the inspection profession gets replaced by your competitor who continues to do marketing. In many ways your marketing dollars were wasted, and you’ll have to spend many more to regain that prominence in the minds of your target demographic.
But if you keep a steady, manageable, and affordable marketing strategy going all the time you slowly and steadily build up credibility. You gain a greater market share over time, with more potential customers. You saturate the market with your name and brand. Those who do this year after year become known as reliable businesses with a history and reputation in the community. That's priceless, and is a much smarter approach to marketing that doing it in spurts that accelerate for a while and then fade into oblivion.
Marketing and advertising professionals sometimes refer to this as the "stickiness" factor. You want to stick in the mind of your potential customers, and that will give you a more sustainable and profitable return on your marketing dollars.
But perhaps the most valuable thing to understand is that most people who hire a professional - whether that's a doctor, a lawyer, a Realtor, or a home inspector - do so thanks to name recognition and personal recommendations. Unless you keep your name out in the marketplace you will not be able to leverage that to your benefit. Stay fresh in their minds. Be consistent with your marketing. Then they will view you as reliable, steady, well-established, and prominent. That will elevate you above the crowded, competitive field in a way that can help you make a robust return on your marketing investment.