Episode 67 - 10 Top Success Tips

[Stewart H. Henry]

Interesting points, no rest for success. Keeping busy marketing or constently continuing your education, never resting on your laurels. Good advice for a successful career.

[Russell D. Horwich]

Great tips for a 'newbe'. Have used some of thwese but will incorporate more...Great job Ben...

[Kenneth J. Norkett]

Great tips, I'm still new to the home inspection and the ideals you give are something I woundn't think of.

[Decebal M. Adamescu]

Great tips Ben,
I started with the video testimonials, #10 because I was already doing most of the others. You can see some here: http://www.youtube.com/user/HomeSpectorInc
Very usefull info and marketing ideas.
Thank you very, very much.
Tommy
Long Island Local Home Inspector

[Ben J. Gromicko]

Inspector Success Tip #10. Video Testimonials.

(If you don't have time to read the following, then watch this video. http://www.nachi.tv/episode67
No time to watch the video? Just email me, ben@nachi.tv, for the "10 Top Success Tips" and write "Success Tips" in the subject line.)

Testimonials are the highest form of selling your service. Testimonials are also being overlooked by most inspectors trying to sell their services. When you say good stuff about yourself - it could sound like bragging. When other people say good stuff about you and your services, then it’s PROOF. Testimonials are proof. But what type of testimonials are you using? There are essentially two types of testimonials - letter and video.

Video testimonials are what’s new. Letter testimonials are old and over. Do you have letter testimonials on your marketing, brochure, on your website? I know you do. And that’s pretty okay. It’s not the best though. Letter testimonials are old; they simply do not work anymore - particularly when you don’t actually list the entire name of the person who apparently spoke highly of you. “….Gromicko Inspections did a great job. I highly recommend Gromicko Inspections to anyone… signed B.G.” Uh! That’s stuff is over. Forget it. It’s old.

Here’s what’s new - what’s best - what’s NOT being used by your competition. Video testimonials. Video. Don’t do letter testimonials. No one reads! Studies actually show that 1 out of every 4 words on your website are actually read. You need video. Video on your website - right on the front page! Here’s how you do it. Look at your digital camera. Every camera has a setting that takes pictures and video. It’s easy. So that’s how you actually take the video.

Here’s how you get your client to give you the testimonial. Before the inspection begins… Say to your client something like… “When we finish the inspection, I’m going to ask you for something - a video testimonial. I’d like to take it with my camera here - just a few seconds about your home inspection. So - what I’m going to do right now is my best inspection - I’m going to do the best home inspection that I can do - My goal is to earn that testimonial. Okay?”

If you feel awkward about asking for video testimonial from your clients, then I suggest that it’s because your relationships with your clients are weak. If you feel that asking for a video testimonial at the end of the inspection is too soon or puts too much pressure on your client, then simply wait.

Wait until your client moves into their home - say 100 days after the inspection. Then call them up, pay them a visit, and ask, “How’s everything? How did I do?” If they like you, they’ll provide a testimonial. If they don’t like you, then that gives you the one-on-one opportunity (the upper-hand) to work to resolve the situation before it goes any further.

My suggestion is to get the testimonial whenever it is convenient for you and your client. At the end of the inspection… turn on your camera… Don’t worry about the audio or video quality. It doesn’t have to be perfect. In fact, it SHOULD look and sound rough. Because it’ll be more authentic looking on your website.

Video testimonials. No one is doing them. On your web page - put 10 videos, and when you’re talking with a potential client - say “Go to my website, and see for yourself. I’ve got a hundred testimonials, but I just put up a few…”

Having someone else speak highly of you - it’s the absolute highest form of marketing that exists on the planet - someone else speaking well about you and your service. When other people are speaking great stuff about your services, then you don’t have to work as hard selling yourself - because other people (your past clients) are doing it for you.

If you don’t have video testimonials on your website - you’re going to lose to someone who does.
http://www.nachi.tv/episode67

[James H. Bushart]

Originally Posted by bgromicko

Inspector Success Tip #10. Video Testimonials.

(If you don't have time to read the following, then watch this video. http://www.nachi.tv/episode67
No time to watch the video? Just email me, ben@nachi.tv, for the "10 Top Success Tips" and write "Success Tips" in the subject line.)

Testimonials are the highest form of selling your service. Testimonials are also being overlooked by most inspectors trying to sell their services. When you say good stuff about yourself - it could sound like bragging. When other people say good stuff about you and your services, then it’s PROOF. Testimonials are proof. But what type of testimonials are you using? There are essentially two types of testimonials - letter and video.

Video testimonials are what’s new. Letter testimonials are old and over. Do you have letter testimonials on your marketing, brochure, on your website? I know you do. And that’s pretty okay. It’s not the best though. Letter testimonials are old; they simply do not work anymore - particularly when you don’t actually list the entire name of the person who apparently spoke highly of you. “….Gromicko Inspections did a great job. I highly recommend Gromicko Inspections to anyone… signed B.G.” Uh! That’s stuff is over. Forget it. It’s old.

Here’s what’s new - what’s best - what’s NOT being used by your competition. Video testimonials. Video. Don’t do letter testimonials. No one reads! Studies actually show that 1 out of every 4 words on your website are actually read. You need video. Video on your website - right on the front page! Here’s how you do it. Look at your digital camera. Every camera has a setting that takes pictures and video. It’s easy. So that’s how you actually take the video.

Here’s how you get your client to give you the testimonial. Before the inspection begins… Say to your client something like… “When we finish the inspection, I’m going to ask you for something - a video testimonial. I’d like to take it with my camera here - just a few seconds about your home inspection. So - what I’m going to do right now is my best inspection - I’m going to do the best home inspection that I can do - My goal is to earn that testimonial. Okay?”

If you feel awkward about asking for video testimonial from your clients, then I suggest that it’s because your relationships with your clients are weak. If you feel that asking for a video testimonial at the end of the inspection is too soon or puts too much pressure on your client, then simply wait.

Wait until your client moves into their home - say 100 days after the inspection. Then call them up, pay them a visit, and ask, “How’s everything? How did I do?” If they like you, they’ll provide a testimonial. If they don’t like you, then that gives you the one-on-one opportunity (the upper-hand) to work to resolve the situation before it goes any further.

My suggestion is to get the testimonial whenever it is convenient for you and your client. At the end of the inspection… turn on your camera… Don’t worry about the audio or video quality. It doesn’t have to be perfect. In fact, it SHOULD look and sound rough. Because it’ll be more authentic looking on your website.

Video testimonials. No one is doing them. On your web page - put 10 videos, and when you’re talking with a potential client - say “Go to my website, and see for yourself. I’ve got a hundred testimonials, but I just put up a few…”

Having someone else speak highly of you - it’s the absolute highest form of marketing that exists on the planet - someone else speaking well about you and your service. When other people are speaking great stuff about your services, then you don’t have to work as hard selling yourself - because other people (your past clients) are doing it for you.

If you don’t have video testimonials on your website - you’re going to lose to someone who does.
http://www.nachi.tv/episode67

Ben

How many years have you been doing this and do you have any raw data (actual numbers...not percentages) to reflect the dramatic results that you say "others" are seeing?

[Ben J. Gromicko]

Originally Posted by jbushart

Ben
How many years have you been doing this and do you have any raw data (actual numbers...not percentages) to reflect the dramatic results that you say "others" are seeing?

I believe my first video I used for marketing purposes was on my website's homepage in year 2001. Some of those old videos are still being used http://www.peachinspections.com/ (I don't know why my image is still being used there. Possibly because branding a face for decades has lasting effects.)

I do not ask inspectors how for "actual numbers" of jobs increased, # of clients gained, $ profit they make, etc. It's none of my business.

I simply take their word that their particular marketing techniques are working in their market.

In the past year or two, we've lost many very experienced, technically-expert inspectors. We lost them because they lacked the ability to MARKET their services. They were good at inspecting, but not at marketing. BOTH are essential.

Like my brother often says - You have a moral obligation to tell others that "you do good." (That's marketing.)

[James H. Bushart]

I see.

Sometimes, as in this case, good ideas are presented as being tried and tested methods with a history of success when, indeed, they are little more than good ideas.

"This is a good idea that worked for me" seems to be more in order than predicting a "loss" for me if I don't follow suit.

I see nothing wrong with the video endorsement, but the time it might take certain prospects to download it...then watch it....is usually more time than anyone actually ever spends on a website.....and they still have not gone to the page telling them how to contact you.

We all know....and our customers know, too....that when WE select the comments that others make about our services, they will be flattering whether they are in video or print.

Remembering that every second is critical from the first click to our web site, how much does a video download and view take from it?

It would be great if, instead of just a good idea, there were actually inspectors having done - in sufficient numbers over a sufficient period of time - to get an honest evaluation.

[Ben J. Gromicko]

Originally Posted by jbushart

I see.

Sometimes, as in this case, good ideas are presented as being tried and tested methods with a history of success when, indeed, they are little more than good ideas.

"This is a good idea that worked for me" seems to be more in order than predicting a "loss" for me if I don't follow suit.

I see nothing wrong with the video endorsement, but the time it might take certain prospects to download it...then watch it....is usually more time than anyone actually ever spends on a website.....and they still have not gone to the page telling them how to contact you.

We all know....and our customers know, too....that when WE select the comments that others make about our services, they will be flattering whether they are in video or print.

Remembering that every second is critical from the first click to our web site, how much does a video download and view take from it?

It would be great if, instead of just a good idea, there were actually inspectors having done - in sufficient numbers over a sufficient period of time - to get an honest evaluation.

Gaining a competitive edge by using a unique marketing tool requires implementation PRIOR to having other inspectors "in sufficient numbers" using the same marketing tool "over sufficient period of time."

If I wait until everyone is doing it - I'll lose.

Competitive advantage involves "uniqueness."

Check out http://www.nachi.org/forum/f13/blow-...tml#post520666

http://www.nachi.org/forum/f13/blow-...tml#post521988

[James H. Bushart]

It would be "unique" to post a photograph of my ***** on the front page of my website.....and would certainly draw attention......but I probably wouldn't get too many favorable responses.

Competitive advantage is measured by more factors than "uniqueness", as illustrated above.

I take it you have no actual numbers to back up any claims of success.....?

[Ben J. Gromicko]

Originally Posted by jbushart

It would be "unique" to post a photograph of my ***** on the front page of my website.....and would certainly draw attention......but I probably wouldn't get too many favorable responses.

Competitive advantage is measured by more factors than "uniqueness", as illustrated above.

I take it you have no actual numbers to back up any claims of success.....?

NO THANKS, Mr. Bushart.
Keep your porno pictures of your anatomy to yourself, please.

I have no numbers for you that would satisfy you.
For you, I have simple tolerance, with a dash of pity.

[Nick Gromicko]

I was asked by a fellow member to come here and give my opinion on this marketing idea. Here is the way it will work. It sounds nutty, but trust me if you will.

Put the street name and city of the person giving the testimony underneath the video, but not the person's name.

Here is why this works. To get someone to click on the video you have to "tie" it to them personally (prior to them clicking on it). Presumably the testimony will come from your local market and will be used to target others in that same market, so the city will be recognized by the visitor. The street doesn't hurt your efforts if the visitor doesn't recognize the street name. But, if the visitor recognizes the street name... the visitor will click on the video. If they recognize the street name it will be because they live on it, live near it, know someone who lives on it, drives on it, etc. It really ties the video to the visitor locally. And if they don't recognize the street name, it won't hurt and the city recognition alone isn't diminished by the street name. Heads you win, tails you break even. So flip. Don't put the person's name under the video though. Odds are your visitor will not know the person (even in a very small town). Just street and city.

The "uniqueness" you seek should be some actual connection ("tie") to your website visitor. City is a sure bet. Street name is a free shot.

Hope that helps.

[James H. Bushart]

Originally Posted by gromicko

I was asked by a fellow member to come here and give my opinion on this marketing idea. Here is the way it will work. It sounds nutty, but trust me if will.

Put the street name and city of the person giving the testimony underneath the video, but not the persons name.

Here is why this works. To get someone to click on the video you have to "tie" it to them personally (prior to them clicking on it). Presumably the testimony will come from your local market and will be used to target others in that same market, so the city will be recognized by the visitor. The street doesn't hurt your efforts if the visitor doesn't recognize the street name. But, and this is a big but...if the visitor recognizes the street name... the visitor will click on the testimony. If they recognize the street name it will be because they live on it, live near it, know someone who lives on it, etc. It really ties the video to the visitor. And if they don't recognize the street name, it won't hurt. Heads you win, tails you break even. So flip. Don't put the person's name though. Odds are your visitor will not know the person. Just street and city.

Hope that helps.

Thanks for chiming in.

I personally know no one who comes close to you in marketing skills and would defer to your judgment in a heartbeat.

You have published much on brochures and websites and I have tried to incorporate much of what you say as opposed to trying to re-invent my own wheel.

It is from you that I have learned that people rarely take a casual stroll through a web page and read through the items. You have even recommended fewer photographs citing the time that it takes for some to load on a potential client's screen.

This is where I find the advice of loading video as contradicting to what you have established as a good practice. While it apparently hurts Ben's feelings, getting excited over his untested idea is hard to do when it contradicts your advice in marketing.

I could see having a video on YOUR page to send them to MY page might be cool....but you have taught that, once you get them to your page, you have only one or two clicks to get them to contact you....and then they are gone, have you not?

[Nick Gromicko]

The street name and city is just a sort of play on a strategy I do know works pretty well (AND VERY FEW INSPECTORS USE). And that is to put a recognizable picture of something from the town you work in on your homepage. For instance, the Liberty Bell for Philiadelphia. Or the big lake near your town. Or the skyline of your city. You get the idea. It says about a dozen things with one picture including "Yes, I work in the area you need an inspection in." and "Yes, I am local and live here where you are moving and so know what to look for" and "Yes, this is a custom site." etc. Don't put a picture of the local church even if it is the big historic building in your town. You can usually grab the PICs royalty-free from your local chamber of commerce or city government website.

[Nick Gromicko]

but you have taught that, once you get them to your page, you have only one or two clicks to get them to contact you....and then they are gone, have you not?

Correct Jim. I'd give my left arm for 2 clicks. Very difficult to get. I'm going to guess that the few words under the video will determine everything.