Young business owners are often surprised to learn that marketing isn't as intuitive as they thought it would be.
In general, good business owners make good marketers. But to rise to the top of the industry, you'll need to gain a deeper understanding of the strategies that other home inspection services and home inspectors businesses utilize in the marketplace.
Measurement & Evaluation
With a little more attention to details, home inspection services and home inspectors businesses can achieve greater returns from their marketing initiatives. For even greater returns, you'll need to explore ways to improve measurement and evaluation. A robust measurement and evaluation process should include metrics that can be monitored on a monthly, weekly or even daily basis. Designed to monitor marketing efforts on a campaign-by-campaign basis, these metrics can be used as a baseline for strategic planning. Technology plays a role in marketing measurements, so home inspection services and home inspectors businesses often choose to consult with professional marketers for assessment tools and strategic insights.
If you haven't done so already, the first step in marketing your home inspection services and home inspectors business is also the anchor point for your technological strategy: A company website. Although many businesses have a website, a poorly designed and unnavigable website is worse than having no web presence at all. Your site is a representation of your business; it needs to convey the same professional appearance and functionality as you expect from any other sales and marketing asset. Conversion paths are also important. With the proper design, your site can walk new visitors through a series of decisions that culminate with either an online sale, a phone order, a personal visit or a request for more information.
Strategic partnerships offer home inspection services and home inspectors businesses economies of scale, not to mention a larger promotional footprint. Joint ad campaigns, mailings and other marketing initiatives can be conducted on either a short- or long-term basis, as long as each partner is involved in the creation of messaging and has approval authority over the content that is released.
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