Marketing Tip for Inspectors: eNewsletters for Homeowner Clients
by Nick Gromicko
Inspectors, who want to connect with prospective clients, as well as stay in the forefront of the minds of former clients and real estate professionals, should consider creating an e-newsletter to email to subscribers every month.
InterNACHI's homeowner newsletter is totally customizable by you. And it's free.
Try it out. Send a customized newsletter to yourself by vising www.nachi.org/homeowner-newsletter.
Newsletters are a great way to improve client retention and to develop word-of-mouth inspection business. Similar to website videos, the purpose of your e-newsletters should be to provide a public service, but the marketing value to you is built in. Inspectors can acquire a free, customizable template from specialist vendors, such as MailChimp or Constant Contact.
Many e-newsletters are designed to be smartphone-compatible. Subscribers can scan a QR code that you can have printed on your brochures and business cards, and this allows them to read your latest news on their mobile devices so that they don’t need to be glued to their laptops.
Emailing the newsletter is free if you have fewer than a couple of thousand subscribers (terms vary by vendor). In exchange, you’ll receive reports and updates detailing who reads your newsletter, which can alert you to do some friendly and timely follow-up.
How to Acquire (and Not Acquire) Subscribers
Inspectors should always save contact information and sort their email contacts in their online address book for business purposes. Take advantage of the fields in your address book that allow you to fill in reminders and details about who each contact is, be they real estate professionals you’ve worked with (or ones you’re trying to get to know), past clients, or those who have expressed an interest in annual inspections. This makes inviting people to subscribe to your e-newsletter easy.
You can also trade and/or pay a fee for email lists from service vendors, contractors and real estate professionals. You can troll for prospective subscribers in the public domain or in the real estate section of your local newspaper. Don’t forget that those who lead you to prospective clients are themselves good candidates to become regular newsletter subscribers. Don’t discount the long-term in any marketing endeavor.
Start by emailing these lists of prospective subscribers a sample of what your newsletters include by way of an announcement, along with a link to your website, and a few headlines or the first sentence or two of an informational article that hooks your readers.
You must be careful not to send these contacts your entire e-newsletter unsolicited; they must opt in by actively subscribing, using a link that you provide them that you get from your newsletter service. Otherwise, you will be in violation of federal spam laws. It’s also a good way to alienate potential clients and strain current business relationships; busy people don’t like to have their time disrespected by being sent spam from business contacts who flout both federal regulations and commonsense ‘netiquette.
Keep It Simple
Once you've worked out the terms of your e-newsletter with your service of choice, take some time to develop your template. Keep the name of your e-newsletter uncomplicated and easy to recognize so that recipients will instantly associate it with your business.
Keep the design simple and the layout easy to read; too many visuals, including colors and animation, may detract from your content, which should be your newsletter’s focus.
There are some elements that all online newsletters must have, including:
- a brief description or logline of what your newsletter is, such as “A Monthly Newsletter from ABC Home Inspections”;
- an “unsubscribe” link for recipients who want to opt out of receiving your newsletter;
- a contact link to notify you (or your newsletter vendor/manager) of any technical glitches;
- your business’ general contact information; and
- a copyright notation for each issue.
Give careful thought to the order of each item you include in each issue, and its general theme and flow. For a small fee or barter, you can include ads from suppliers and vendors; however, remember that the thrust of your newsletter is informational and not a sneaky way to monetize and purvey third-party advertising, so any ads you include should be lower in the presentation lineup.
Other items you can incorporate:
- a “Here’s what ABC Home Inspections is up to this month”-type of article to maintain a sense of timeliness;
- consumer-related articles that you or someone you commission can write. Keep these topical and seasonal. InterNACHI members are free to use InterNACHI's articles, too, which you can find here: www.nachi.org/articles.htm ;
- informational articles that are relevant to real estate agents, such as the dangers of Chinese drywall;
- informational articles that are of interest to the real estate profession, such as local housing trends;
- a link to your website;
- direct links to your website’s videos;
- images of you performing a special type of inspection, such as a pool or a commercial building inspection, so as to alert the reader that you offer additional or ancillary inspection services;
- images of your staff and crew in action to show that you bring additional help on large inspection jobs;
- information and links for community events, especially those sponsored by you or that you’ll be participating in, such a home shows;
- links to sites that are important to you (although you should be careful that these are not so politicized that you will alienate any prospective clients); and
- informational articles and links in the public domain that are relevant to your business activities.
With the exception of certain ads and static information that your readers will expect to see every month, each of your newsletters should contain fresh content, and this rotating content should be prominently featured in your newsletter. Keep the static items lower in the presentation lineup. Remember that the purpose of your newsletter is to cultivate new business.
So, don’t include:
- personal information, such as family vacation photos or details about activities not related to your inspection business;
- gossip or criticism about anyone or their business. Rumor-mongering or trashing colleagues and fellow members of the community will do more damage to your image than your target’s, and it’s a surefire way to turn off both old clients and new ones. Furthermore, you could be sued for defamation or libel;
- political, religious and other hot-button topics. A business newsletter is not an appropriate forum for such opinions;
- sounds, music, large images or animation that may take a while to load, which can cause your readers to close your newsletter without reading it;
- any content or links to content that may be considered adult in nature; or
- copyrighted information or images. Do not plagiarize content and pass it off as your own. If there’s something online that you really want to include in your newsletter, you must first ask for permission from the copyright holder (the creator or license holder) in order to link to it. However, remember that your ultimate goal is to drive traffic to your website, so make sure the content has some unique or undeniable value before going to that trouble. Including content and links that send your readers away from your newsletter should be a rare option that you offer (with the exception of ad providers).
The data collected by your e-newsletter manager is essential information that will help you methodically design your subsequent newsletters. Also, it will help you conduct personal follow-up, based on your individual subscriber’s reading trends. You should take advantage of these user metrics, as generating leads is the main reason for launching a newsletter in the first place. Good marketing is anticipating what your clients want, and the algorithms involved in collecting user data make your users’ interests and habits very easy for you to track.
The data you can get from vendors includes:
- how many people click on or open your emailed newsletter;
- who these people are;
- when they open your newsletter. Special alerts can prompt you to follow up with subscribers personally, which they will really appreciate;
- how much time users spend reading your newsletter;
- how often particular users read your newsletter by monthly trends;
- which links within the e-newsletter get clicked on the most and which get clicked on the least, including those of vendors;
- the geographical location of your subscribers; and
- interactive features, such as auto-respond messages and online polls. These can add a personal touch for each user’s experience, which can ignite their anticipation for future issues.
As well as demonstrating that you’re comfortable with online technology, e-newsletters can arguably gather more information for you than you actually provide in them. By committing a few evenings or weekends each month, you can use interesting articles and information that you run across and save for yourself anyway and insert them in your newsletters. You’ll also become more motivated to research industry trends on a regular basis, and you can parlay your discoveries into fresh newsletter content. A newsletter lets you to compile this information and package it attractively, and rewards you by automatically filtering through all the users’ details to provide you with the solid information you need to help you focus your marketing efforts for acquiring new business. It’s easier than you think, so start exploring this low- to no-cost opportunity now.
Tip: Send your former clients a newsletter that makes them feel like an “insider” who’s connected to you while you’re subliminally marketing to them. As an example, tell them about a new, unique inspection tool you've acquired and what it does.
No inspections scheduled tomorrow? Work on your next e-newsletter!