Cross-Association [Member] Advertising

[rhumphries]

Originally Posted by cwillick1

your are correct, i am not sharing an ad I'm sharing a page. if house master called me and said lets get a bill board together and share the cost. to me that would be advertising with another association

At the end of the day, you are always sharing the cost on some level. What I am ultimately trying to find out is if inspectors would be willing market as a team - a unified front to defend against "preferred vendor" real estate lists while also changing the perception of the small inspection business.

Real estate agents have so much power because they work in teams. They also combine their marketing resources to advertise those teams without doing harm to the individual agent's business. In most cases, team-based advertising that combines individuals into small groups (what I call "squads") has proven to actually boost the individual's credibility. Even in their darkest days, real estate agents work in teams. Even notice a broker's ad with his/her agents standing next to him/her? That exudes confidence in the consumer. Yes, agents also advertise alone, but they can [usually] also promote their corporate brand (ReMAX, Keller Williams, Corcoran Group, Century 21, MetroBrokers, etc.).

Even notice that agents don't make a big deal about being members of the National Association of Realtors (or any other association)? It is often assumed by consumers that trade-group members is the status quo, so it has little effect. Its just "expected".

It is the "team" element that increases consumer confidence. I think it will also increase the agent's confidence.

Additionally, team-based marketing also provide agents with a cohesive group of inspectors from which to refer.

Hint Hint.

[Henry Valenzano, CMI]

Originally Posted by rhumphries

At the end of the day, you are always sharing the cost on some level. What I am ultimately trying to find out is if inspectors would be willing market as a team - a unified front to defend against "preferred vendor" real estate lists while also changing the perception of the small inspection business.

Real estate agents have so much power because they work in teams. They also combine their marketing resources to advertise those teams without doing harm to the individual agent's business. In most cases, team-based advertising that combines individuals into small groups (what I call "squads") has proven to actually boost the individual's credibility. Even in their darkest days, real estate agents work in teams. Even notice a broker's ad with his/her agents standing next to him/her? That exudes confidence in the consumer. Yes, agents also advertise alone, but they can [usually] also promote their corporate brand (ReMAX, Keller Williams, Corcoran Group, Century 21, MetroBrokers, etc.).

Even notice that agents don't make a big deal about being members of the National Association of Realtors (or any other association)? It is often assumed by consumers that trade-group members is the status quo, so it has little effect. Its just "expected".

It is the "team" element that increases consumer confidence. I think it will also increase the agent's confidence.

Additionally, team-based marketing also provide agents with a cohesive group of inspectors from which to refer.

Hint Hint.

Thats what you should have said in the first place. LETS WORK TOGATHER!!!

[rhumphries]

Originally Posted by hvalenzano

Thats what you should have said in the first place. LETS WORK TOGATHER!!!

Yeah...you're probably right. But, I wanted to actually know who would be receptive to the idea because I think that forming a unified, localized front with multi-org members is going to make a much bigger statement to the agents and consumers than same-org inspectors. It will certainly help squash agent and consumer attitudes against certain org members that may have cost you some sales in the past.

[Henry Valenzano, CMI]

Originally Posted by rhumphries

Yeah...you're probably right. But, I wanted to actually know who would be receptive to the idea because I think that forming a unified, localized front with multi-org members is going to make a much bigger statement to the agents and consumers than same-org inspectors. It will certainly help squash agent and consumer attitudes against certain org members that may have cost you some sales in the past.

Thats what were trying to do with CMI. Thats why we are pushing it so hard.

[rhumphries]

Originally Posted by hvalenzano

Thats what were trying to do with CMI. Thats why we are pushing it so hard.

I know, and I'm very glad to see it coming together. Its very exciting to see this course of action happening.

[Henry Valenzano, CMI]

Originally Posted by rhumphries

I know, and I'm very glad to see it coming together. Its very exciting to see this course of action happening.

And if i can keep some IT companies from screwing with the site it will go much better. They cost me a weeks worth of work.

[Larry D. Kage]

Originally Posted by hvalenzano

And if i can keep some IT companies from screwing with the site it will go much better. They cost me a weeks worth of work.

Many of us appreciate your efforts, Hank.

Thanks.

[David Nice]

Originally Posted by rhumphries

At the end of the day, you are always sharing the cost on some level. What I am ultimately trying to find out is if inspectors would be willing market as a team - a unified front to defend against "preferred vendor" real estate lists while also changing the perception of the small inspection business.

For a number of years a group of inspectors in our state capital area joined forces as a group (regardless of other affiliations) and pooled some of their marketing $ and produced an annual magazine with many useful articles. They sold ads to contractors, furniture stores, etc; which more than paid for the printing. they interspersed their own ads and distributed to Realtors and advertisers to give away.