What Does Red Bull Have to Do With Inspector Marketing?

Red Bull is a multibillion-dollar company, and they don’t spend a dime on advertising. Instead, they create content as their marketing strategy. They create tons of content. Likewise, inspectors should also create content to nurture their potential clients with valuable, relevant content. 

Create content. A home inspection company could create content to complement its inspection services. 

• Consider writing a blog or an email newsletter filled with valuable content for home buyers and homeowners. Use InterNACHI’s Inspection Library for inspiration at www.nachi.org/articles. 
• Post selfies of yourself on social media talking about how the home works, how to maintain it, and how to save home energy. 
• Use InterNACHI’s home maintenance book as a starting point. Visit www.nachi.org/now to get a book for yourself. 
• You could also use the information provided inside InterNACHI’s free, online “Introduction to Home Inspections Course” to help you educate homeowners with valuable information. 

Here are a couple of tips on blogging for home inspectors. 

• A blog requires a long-term commitment. To earn people’s trust, you have to write when nobody is reading. And that may be months or even years. 
• Write informative and educational content without sounding like your just trying to sell an inspection. 
• Write and post once a week. Write about the entire house, including how every system and component works, how to maintain a house, and how to save home energy. 

Content marketing helps to support word-of-mouth marketing too. People (your current clients, past clients, real estate professionals, and neighbors for whom you’ve inspected their houses) love to share good content. Imagine publishing an article about a comparison of three common types of inexpensive air filters. I’m more likely to share that article with my friends who want to live in healthy homes than a video of a home inspector showing some terrible house defect that looks incredibly scary to the average homeowner. 

Inspector marketing isn’t about fear. It’s about educating homeowners. It’s about being a content creator and the local authority on home inspections and home maintenance, and showing empathy to other homeowners. 

Empathy is your ability to see situations from another's perspective — to put yourself in your client’s shoes. For example, for a home inspection company, empathetic marketing is about seeing the home through the home buyer’s and homeowner’s point of view. It helps you place your client at the center of your marketing strategy and work your way outwards with your communication and messaging of valuable, relevant, and helpful information. 

The content that your company creates should tell people:

• who you are, 
• what you do, and 
• how useful you can be in solving people's problems.

Now, go make yourself useful and more valuable than Red Bull.