HomeGauge Gold Service Launch - Market Your Business

Click here for printer friendly version

Most inspectors depend upon the real estate agent's referrals for their business. Mortgage companies, attorneys and escrow agents are also a source you can go after. Now I am not encouraging that you appease the agent or compromise your integrity in order to get their business. I am merely pointing out that in most areas; the agents have the privilege to refer the inspector. Either way when it all boils down, it is about relationship and servicing relationships. You need to develop a relationship with Real Estate Professionals. But think of it as developing a relationship with an individual, whose career is in real estate. It's the individual, the person that you build your relationship with. And it's not easy. In fact, it is pretty difficult in most cases. It's mostly because the agents are so busy that there isn't a chance type encounter where you have the opportunity to introduce yourself. It happens, but not often enough to launch your business.

This marketing strategy uses the Gold or Platinum service. If you have not signed up for HomeGauge Gold or Platinum service yet, then that is the first step. This Launch gives you an outline so contact with the agent is friendly and expected so can you begin to build a relationship with them. How fast your business gets off the ground will depend upon your area, how well people receive you, and your image. Your appearance and your ability to be a good diplomat are key to your success. The more you have going for you, the better chance you'll have of maintaining your livelihood, while building relationships to get your company off the ground. Passing out some brochures and putting an ad in the yellow pages usually will not launch your business. Showing up at the weekly real estate agent's meeting helps, but it is not that effective, and it is becoming harder to be invited or allowed to speak. Most real estate professionals already have a favorite inspector. So, unless you live where there is a shortage of inspectors, you're going to need a plan. I promise you that you are going to need...a plan. Do not take this lightly. You have invested money and time getting to this stage. How much money and time have you spent working on a plan of attack? What's your angle? Think about it. You could set yourself up for failure if you didn't prepare a marketing strategy.

Let's take a look at your known road blocks:

Real Estate agents are extremely difficult to approach because they don't stand still. They're always on the go, on the phone, working weekends and spending most of their time in front of their prospects. In the office they are protected by cubicles and the broker in charge. And unless you have a purpose for being there, you're not able to get to them easily. To make things more difficult, another inspector is courting them and has the comfort zone. You do not.

The strategy outlined below is one method at attempting to make your business successful. This is all about selling you. You will need to follow the steps below exactly for best results. If you skip a step you will fail this plan. No step skipping okay? And no time lapse between steps or your tactic will become stale. Once you begin the plan, you must follow through each day until the plan is complete. No exceptions. You will want to have your web page or website ready and learn how to upload a report (part of your free Gold or Platinum service trial). Be ready to inspect before you launch this plan of action.

Prerequisites (You must do this before you start)

1. Make a HomeGauge webpage or your own website / domain.

2. Learn the upload and email reports process (Visit our tours page on our website to learn how). View the tours here

3. Be ready to inspect

Slap your face a couple of times and get ready. Here we go:

DAY 1

Database your contacts.

a. Get a Sunday's paper in your work area and locate 3-7 Real estate companies advertising in there with their website address.

b. Go to each of their websites and look for the agent profiles.

c. Use your heart and your gut and pick out 15 agents among the 3-7 real estate companies. Write down their name, email address, phone number and real estate co.

DAY 2

Create a sample inspection report with your logo and info on the cover page (or use our logo if you don't have one). This sample report should have pictures with arrows and preferably with complimentary or inspection views of the main rooms. Show some issues but not major defects on your sample report. Use 100+ bright white 24 lb paper (Kodak or equal inkjet paper). Print out 15 reports.

DAY 3

Next, you need a one page or less cover letter with your letterhead on it to include in your mailer to these 15 agents. A full page of text is too much! It should read short and sweet and say something like this:

Dear Alice:

Please find enclosed a sample inspection report. I am able to print this report on site or email it directly to your client using just a link and a password. That means no attachment or download or viewer needed. It's a simple click on link that takes you straight to your report. You will never have to fax or overnight a report again. All I need is their email address. To show you how easy it is for you and your buyer to view your reports, I am going to send you an email that has a link and password. Please be looking for it over the next 3 days.

Sincerely,

Your Name
Your Company Name
Phone Number
Email/Website Address

DAY 4

Include a business card (but not a brochure) if you have one and mail the report and letter to 15 agents on your list. It's important to mail this out and not deliver it to avoid carrying in a stack of bulk mail trusting the receptionist to put it in the agent's slot. Also, spread out the 15 you mail among 3 or more realty companies so it won't look like you are spamming them.

DAY 5-7 (This is your 3 day wait time. Of course you can do other things to market yourself while waiting. Refer to the Tips at the end of this plan or pick out 15 more agents and get ready to start this process again).

DAY 8

Now you need to upload that report to your site and send those 15 agents a copy by email. You can do this using the 3rd party function from the website, but in this instance it will come across more personalized if you set your sample report as "Public" and then email the message to the agents directly from your own email account. Once the report is uploaded and set to "Public", so a password is not required, go to your list of uploaded reports, right click on the "View Report" link for the sample report and select "Copy Shortcut" or "Copy Link" to get the link for the report. Then you can paste that link directly into your email message (place your cursor where you want it to appear in the email and click on "Edit -> Paste". The email can say something like this:

Hi:

Here is a link to the inspection report that I said I was sending you that shows how easy it is for your buyer to view their report. I'd like to call you in the next 3 days to see what you think of it.

PASTE LINK HERE

Sincerely,

Your Name
Your Company Name
Phone Number
Email/Website Address

DAY 10-12

Call these 15 agents. Now when you call them you will have a reason and a purpose and it goes something like this:

Hi Alice. I'm ___________ (your name) with ___________ (your company name).

I sent you a sample report in the mail. Did you get it? ......Great, what do you think of it?

Did you get the email link I sent you? How easy was it to view the report?

Great. Alice, I know you probably have a first choice of an inspector you use. That's okay. I would like to be your second choice. If you will keep me in mind or if for some reason the inspector you normally use cannot get to you, or you need an inspection on a Saturday, I would love it if you gave me and my company a try. And, I'll guarantee you this, if after the inspection you are not satisfied with my service to your client, the home inspection will be free of charge.

Does that sound fair to you?

Great. Thank you Alice and I look forward to the opportunity.

You have my number or my card? Great. Thank you

The above outline is for 15 agents at a time. You cannot possibly do 75 agents effectively all at once and expect to call them within 3 days. Now you might be able to do more than 15, but I would stick with 15 the first time. You will be a little smarter and more effective the second round of 15. It will take you about a month to do this marketing plan for 60 agents which is the minimum plan before evaluating the results of your efforts. But if you only get 5 or 6 agents that give you a try out of 60 then it still is a success. Because now you have a numbered result for your effort and all you need to do next is launch another 60 agents in order to get another 6 or 7 agents to use you. But I would expect more results the second time, because you will become better at this the more you do it. Remember, everything is a numbers game. If telemarketers weren't successful, they would stop calling. But they don't stop. It works. Also, this Gold Launch will help a lot, but other marketing ideas and strategies should be used to help make your company a success.

 

Other tips that make a good impression

1. Sponsor the agents morning weekly meeting with bagels (cost could be $50 -$100) and make sure everyone gets a sample report or a cover, report page with pictures and arrows and summary page.

2. After an inspection and if you have time, invite the agent for lunch.

3. No smoking from the time you pull up in the drive, until you leave. Even if you're alone with the agent who smokes.

4. Use shoe covers, slip-ons, or inspect in your socks. Mud leaves a lasting impression, but not the one you want.

5. Leave behind a one fold seller's card that says something like this:

Bon Voyage!

Thank you for allowing our inspection company into your home.

If you have any questions please call.

Sincerely,

Your Name
Your Company Name
Phone Number
Email/Website Address

Sellers often relocate within the range of your inspection area. The card works and the agent is impressed that you care about the seller's home and feelings.

6. On holidays you can deliver a steel decorative can of gourmet popcorn with your business card taped on it in several areas. It's good to deliver the can the evening before their weekly meeting.

7. When you inspect the home, suggest to the buyer and buyer's agent that you can email a copy of the inspection to the seller's agent with the buyer's permission. This way the buyer's agent only needs to type a short outline of item numbers that the buyer wants the seller to address. This allows you to market to the listing agent indirectly. It works!

8. Be on time at the inspection

9. Dress professionally (dress to get dirty, but still dress professionally).

10. Abstain from cultural, political or spiritual opinions, bumper stickers, etc.

11. Thank you letters still go a long way, especially if it is a handwritten note.

12. Listen to the cassette series "Take charge of your life" by Jim Rohn.