First of all, let me apologize now, as today’s post will be full of quotes. No, I’m not attempting to use multiple quotes just to fill up the page and get today’s typing done quickly, although that may not be a bad idea… It’s just that while researching today’s topic, I found so many relevant quotes that I felt compelled to share them with you.
I wanted to write about marketing your inspection business, as that is probably the subject that comes up the most when I am training new inspectors. While the advent of easily available internet access and the explosion of social media has certainly made it easier than ever to market your product, a coherent marketing strategy will certainly pay dividends in your attempt to grow your business.
There are many “quick fix” marketing strategies being peddled to new (and existing) home inspectors on the various inspection organization websites. Unfortunately, as the old Aesop’s fable tells us, “Slow but steady wins the race.” There is no substitute for hard work, especially when it comes to your marketing strategy. While an internet marketing company may promise you immediate short term gains, consistently marketing your product will always produce superior long term results.
If you think about the successful major brands of our age, with a few notable exceptions, their marketing strategy is always the same: keep their name/product fresh in their clients’ mind. While you drive around, taking care of your daily business, you will inevitably drive past a McDonald’s billboard. Typically, they won’t be flashy, they won’t be overbearing, they will just be there. And that is their purpose, to just be there; to keep their brand name on our mind.
I am not saying that flashy marketing cannot be successful, as new and unique methods can be, and often are, quite successful. However, this method should supplement your main marketing focus, not be your main marketing focus. Darren Rowse, founder of problogger.net, said “There are no magic wands, no hidden tricks, and no secret handshakes that can bring you immediate success, but with time, energy and determination you can get there.”
The simple marketing techniques (always having business cards available, handing out brochures to current and potential clients, having a clean and neat vehicle and uniform with your business logo) will go a long way to developing brand awareness. Jon Buscall, head of JontusMedia digital marketing agency and award winning podcaster said it best when he said “…marketing is a commitment, not a campaign.” You must be committed to successful marketing; it must become a part of your daily routine.
One of the most successful Realtors that I have ever known wore his name tag everywhere he went. When I saw him in church, it was there. When I saw him at a restaurant, it was there. When I saw him at the grocery, it was there. I even asked him if he wore it to bed, and he told me that if he thought that his wife could get him more leads, he would certainly wear it to bed. The point is to consistently promote your brand awareness, so that you keep your brand in the minds of your potential clients.
It takes a long time to develop a good business presence in your market. Consistently doing the little things to market your business and increase brand awareness will have a significant impact on your bottom line. Slow and steady wins the race, so keep plugging away at it and you will definitely reap the benefits of your marketing plan.
And certainly keep in mind what may be the most important quote of the day, from Milton Hershey, Founder of The Hershey Chocolate Company: “Give them quality. That’s the best kind of advertising.”
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Thanks, Joe
