Marketing infrared to residential realtors

[Charley L. Bottger]

Originally Posted by rhensel

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.

I was just jerking your chain a lot of good guys hang out over there and always willing to help each other

[Jay C. Murray]

I greatly appreciate the advice I'm getting from all of you. Please keep it coming.

My area is very much like Hensel's, Dominated by foreclosures. Most of my client's are part time residents...In fact, some clients see the house for the first time at the final walk thru! Everything is handled by their realtors. CRAZY.

The advice is going to be very helpful...I have already altered many of my marketing plans based upon your advice and experiences.

Keep it coming!

[Brandon Clark]

I've had some success with real estate presentations but luckily I was taught by a successful IR inspector who's wife was also an agent.

Try an contact a brokerage where you've already worked with a couple of the agents or been referred more than once by one of the agents. You gotta be prepared to buy the office biscuits and coffee and talk fast because you start to lose them after 3-4 mins.

If you present your camera as a defect recognition tool than you've wasted your time. Had I attempted my first presentation with no coaching than it would have gone something like this:

Hey everybody, look at this bad-*** camera. It can find tons of problems and defects that your normal inspector wouldn't find. Let me show you 5 minutes worth of pictures showing you hidden defects that would have only been found by my bad-*** camera. You should refer me because you don't want your client to move in and have any surprises and you want your client to have the best inspection available. Oh and don't forget the bonus, if you refer me, you lower your liability and chances of being sued.

Such a presentation will almost guarantee you never hear from one single agent and you may even lose the agent you had.


- Give a presentation that focuses on what the camera can do in terms of building buyer confidence and how it can help them sale real estate. They don't care about what the camera can do for their client, they care about what it can do for them.

- Tell them you are honest and want their client to become aware of any problems but that you also realize and respect their hard work. Explain to them how you give information in an non-alarming fashion an don't cause UN-necessary fears.

- Let them know you bought the camera to remove fears vs. being able to find additional defects which may cause additional fears.

- Don't push the camera as a defect recognition tool with agents(that's for the clients).

- Tell them about how your all in this real estate industry together, on the same team, how ultimately you like to see houses moving, etc... (all should be the truth)

- Show them examples of all the additional things and normal things infrared can confirm that help build buyer confidence. Defects are anomalies and there's always far more good/normal aspects infrared can confirm. Tell them how you use IR to provide them with a report showing all the information vs. the standard defect report.

- You can show pictures of well insulated walls, water temps, HVAC register output temps, images that confirm no leaks are present, etc.. You report on the whole condition of the house vs. focusing on defects only. You also show the buyer first hand the capabilities of IR which builds tons of buyer confidence(if the house isn't falling in)

- Give them several examples of how IR saved a deal. Ex1: The ceiling an walls looked terrible in a home due to moisture damage and water stains. The buyer was scared but IR confirmed it was all prior damage, the problem had been corrected and no moisture or moisture intrusions were detected within the home. Problems are often not as bad as they may appear.

-Thermal Imaging isn't used to simply discover far more defects within a potential property. We use thermal imaging technology to give you far more knowledge on the concerns that are discovered so you know exactly what the problem is, where it's located(via non-intrusive method), what's causing it, etc.. which help the buyer know the easiest an most cost efficent ways to prepare for any needed repairs. Most clients are dead set on homes before the inspection and we realize that. Often we are simply educating the client to enable a smoother transaction.

- Discuss how you can often avoid mold testing by being able to detect hidden moisture/mold concerns


I could go on forever but I'm tired of typing. I'm sure you catch the idea. You simply gotta let them know you aren't an alarmist, you know how to present things in a positive manner, your camera isn't the big scary deal killer, and you understand the work they put into each an every sale.

Out of 10 agents, you will get 1-2 agents who give you a try. The rest is up to you.

[Nick Gromicko]

There are some good IR brochures in http://www.nachi.org/marketing-library.htm

[Chuck Evans]

Agents can be slow on the uptake with IR, they generally are not going to push it until they have seen something significant discovered with it in one of their transactions.

IMO It's best to market to the prospects who have some idea what it is or specifically want it. Make it prominent on your website and focus on value and abilities more than the gadget. Word of mouth will drive more prospects to you because you offer the service. Agents will learn by exposure from clients that engage you and the good ones will refer future prospects to you.

Make sure that you have appropriate equipment and credentials (if it's not an industry recognized credential, it's not a good credential). If you have sought out the cheapest equipment and training you can find, then by all means, give the service away. Otherwise, if you consider yourself a professional thermographer, charge for the service. Clients are savvy enough to know that the things that are thrown into a deal for free are typically worthless and that things of value do come at a price.

Be prepared to explain to prospects why the service is worhwhile and why they should pay you for it when others around you are giving it away. There must be a convincing argument that your product is worth what you ask.

I offer infrared thermography as an optional service in addition to the home inspection. Most of my prospects come to me seeking that service. I do charge for the service. Though there are loads of inspectors offering "free thermal scans" my clients are willing to pay me for the service. I include and bill for thermal imaging on about 80% of my home inspection business.

[John McKenna]

I do not market to realtors.