Marketing infrared to residential realtors

[Jay C. Murray]

Hello Gentleman,

I would appreciate any advice in marketing IR to Residential Realtors.

I'm concerned that the possible benifits of IR may alarm most realtors.

[Sean Fogarty]

I have done a presentation once for an office about this subject. You have to teach them it helps them as well. Most don't understand and once they realize it is just another tool to diangnose a problem then they are OK.

[Rodney Misener]

I tried marketing to realtors, but seemed to hit a brick wall. Bottom line, it can be a deal breaker, which they are afraid of. I found marketing to the customer a much better way to go about it. I found that once the buyers agent seen it in use for the customer, they loved it.

[William J. Decker]

Don't market to Realtors, they are not your market. Market to home buyers.

It's worked for me.

[James H. Bushart]

When your wife asks you if her new jeans make her "butt look big" ... she does not want to hear that they do.

A photographic image that helps her to see exactly "how big" the new jeans make her butt look will not instill a whole lot of enthusiasm

When she asks the question ... she is not expecting an affirmative answer.

Think about this as you offer a service that is designed to help the used house salesman show the potential buyer hidden defects with the house that, if it doesn't close, will not pay them a dime for all of the work they have invested in it. As you do, understand that she may "always recommend home inspections" but not necessarily for the purpose of "making her butt look big".

Remember that a used house salesman does NOT recommend a home inspection so that the client can decide to walk away from the deal.

Instead, most salesmen recommend home inspections so that when flaws are missed, the buyer will be inclined to blame the inspector for missing them instead of blaming the seller and agent(s) for failing to disclose them.

[John Onofrey]

Originally Posted by jbushart

When your wife asks you if her new jeans make her "butt look big" ... she does not want to hear that they do.

A photographic image that helps her to see exactly "how big" the new jeans make her butt look will not instill a whole lot of enthusiasm

When she asks the question ... she is not expecting an affirmative answer.

Think about this as you offer a service that is designed to help the used house salesman show the potential buyer hidden defects with the house that, if it doesn't close, will not pay them a dime for all of the work they have invested in it. As you do, understand that she may "always recommend home inspections" but not necessarily for the purpose of "making her butt look big".

Remember that a used house salesman does NOT recommend a home inspection so that the client can decide to walk away from the deal.

Instead, most salesmen recommend home inspections so that when flaws are missed, the buyer will be inclined to blame the inspector for missing them instead of blaming the seller and agent(s) for failing to disclose them.

Perfectly stated Jim! BTW, I've been with my wife for 27 years and whenever she asks, I tell her "your butt is flawless baby".

[James H. Bushart]

Originally Posted by jonofrey

I've been with my wife for 27 years and whenever she asks, I tell her "your butt is flawless baby".

You are a very smart man, John.

[John Onofrey]

Originally Posted by jbushart

You are a very smart man, John.

Not really, just basic survival skills. lol

[John McKenna]

There is life after Realtors. It is a whole new world to enjoy.

[Charley L. Bottger]

I don't market to Realtors I have build a business around my IR one just simply finds problems like this and place the images in your report and the clients will seek you out

[Russell J. Hensel]

Charley and Jay those are awesome pictures. But how does a Homeowner know to seek Thermal Infrared when they have no idea it exists?

I guess that would be a reason to market to Realtors. They are the first to get the cleint and lead them along the path of homeonwership. I know they should not be lead, but in my area it is a fact.

95% percent of people in my area pick out a house hangle on price a bit and then do NOTHING until its time to sign the papers.

The Realtors get insurance quotes, inspectors, contractors, survey, mortgage if needed (around 79% of houses in my area are cash deals). It's is more of a Realtor Consierge service. Totally different then most areas. Remember people buy multi million dollar homes are and spend about 4 months here and the rest elsewhere.

So I guess, it's getting thermal infrared and it capabilities to the public knowledge that is needed. I do know Dale Duffy has an awesome organization for this and has some of the Nations best Thermographers. Maybe they can help.

[Linas Dapkus]

Some realors refer their clients to me because of my infrared services. Most of the profitable infrared inspections are those that you do for condo associations and property management companies that manage these buiuldings. Moisture intrusion and duct leakage are just a few issues that affect these buildings. They don't blink at $150/hr. price quotes.

[David A. Andersen]

But how does a Homeowner know to seek Thermal Infrared when they have no idea it exists?

Now your asking "trade secretes"!

That is what IR marketing is all about.
You can not buy an IR camera and think the phone will start ringing (like many do).

You must "Show and Tell".
The more work you do, the more work you get.

The word is getting around, but they still don't know what it can do, (till they call).

1) You can not sell anyone anything unless they perceive the worth vs. their investment.

2) You must sell "YOU" Not the camera.
"Camera Ownership" does not get you jobs. You must be trained and "qualified" to use the technology (not just the camera). You make the camera work, not the other way around.

Would these potential Clients call you because of your abilities to solve problems without the camera? If not, the camera won't help. If you can't market yourself, you can't market IR.

3) Just because you know about IR and how clients could benefit from your services, does not mean that they will see it that way.

I see so much marketing directed at clients that fail because they really have no need for your services.

ie. Marketing to a Realtor...
Your trying to show them how much you can find with this thing and they just don't always want to know all that stuff. Such as energy efficiency in a home purchase (no need for this information as far as I am concerned. This is follow-up work). There is nothing in the SOP that says you must inspect the energy efficiency of a home you inspect. A displaced piece of insulation is not going to the top of anyone's list down at the Realtor's office! When they ask about a ceiling leak, you can #1; pull out your moisture meter (most effective test) or you can #2; image it with your camera (you can not "document" the extent of a leak with a moisture meter but you can with IR). This is your introduction opportunity...

You will get nowhere hauling your camera down to the RE Office and show them how many ways you can screw up the deal for them. But when they have a question and you provide a documented answer in the report, the word will get around.

Unfortunately, very few of you will go anywhere with this because it is quite apparent that all too many want huge returns with as little investment in equipment and training as they think they can get away with.

It takes time for the word to get around (signs on the bus will not cut it). Most don't have the time because their camera payment is due.

There is very little supply and demand for this service because of Jay's observations, and there are more than enough qualified thermographers in the word to handle the demand. So it is imperative that you get up to speed with marketing "you" and get the "real training" you need to get the jobs.

[Charley L. Bottger]

Originally Posted by rhensel

Charley and Jay those are awesome pictures. But how does a Homeowner know to seek Thermal Infrared when they have no idea it exists? Word of mouth goes a long way give the public a little credit

I guess that would be a reason to market to Realtors. I don't waste my time trying to convince Realtors of anything. There is an old saying that I believe holds a lot of water (Someone convinced against their will is of the same opinion Still)

95% percent of people in my area pick out a house hangle on price a bit and then do NOTHING until its time to sign the papers. Even people in Tennessee are not that dumb I hope

So I guess, it's getting thermal infrared and it capabilities to the public knowledge that is needed. I do know Dale Duffy has an awesome organization for this and has some of the Nations best Thermographers. Maybe they can help.

Now just tell me how do you know old Dale Duffy has the best Thermographers. Have you ever met him some say he is quite the guy or at least I have heard that in some corners.

I never write a report that does not have at least two IR images inserted. Notice I said images not pictures. Every report at least two Realtors see that report + whom ever else the client wants to see the report. Clients don't remember my name but I guarantee they remember me as the guy with those thermal picture thingys and tell their friends

[Russell J. Hensel]

How do I know? Yes, I have actually talked to Dale on the phone. I also have been to his website and look at all the people there and the ones who answer the questions here and well look at how many level III thermographers like yourself there are.

As far as the standards of house purchasing in my area. I don't make them, they are just what they are.

Go to his website and look, its thermographers helping thermographers, quite impressive really.

I also use thermography images in my report and it is a piece of the puzzle that puts the whole service together. I am working on more ways to improve my service and continue to do it daily.

I am presently reading the book its "The big that eat the small its the fast that eat the slow". Pretty good book.