Often, a visitor to your inspection business website does something horrible. He or she leaves. Worse yet, you don't know why the visitor left your website. Maybe they left to get on their phone and call you. Maybe they left to search for other inspectors. You just don't know. Those visitors are hot leads. You likely spent good money on marketing to get them to visit your website, so don't take any chances. Try to capture and work each of those leads.
Is your home inspection business's website capturing inspection leads for you? Do consumers visit your website but find no compelling reason to contact you? Give them something irresistible and free.
You can now offer these professionally written e-booklets to potential homebuyers who visit your inspection website. These e-booklets include tips that every homebuyer needs to know. You can offer them in exchange for their contact information so that you can send them additional information about your inspection business.
Some inspectors wisely work every lead forever, regularly sending the consumer inspection-related information, until the lead develops into a scheduled inspection.
The following are instructions to use InterNACHI's "Tips for Homebuyers" e-booklets to generate more inspection jobs:
STEP 1: We currently have four e-booklets to choose from: for those of you who offer radon testing, one includes a recommendation to test for radon and why; one mentions our "We'll Buy Your Home Back" Guarantee (for members who participate); one e-booklet mentions neither; and one e-booklet mentions both. You get the idea. Their main purpose is to generate leads of consumers who are about to hire a home inspector. You first have to decide which e-booklet is right for your inspection business.
Choose the e-booklet that is appropriate for you first--you only need to choose one.
- The first is our basic e-booklet (yellow cover). It is appropriate to use if you DO NOT offer Radon Testing and ARE NOT participating in InterNACHI's "We'll Buy Your Home Back" Guarantee Program.
- The second e-booklet (blue cover) is appropriate to use if you DO offer Radon Testing but ARE NOT participating in InterNACHI's "We'll Buy Your Home Back" Guarantee Program.
- The third e-booklet (green cover) is appropriate to use if you DO NOT offer Radon Testing but ARE participating in InterNACHI's "We'll Buy Your Home Back" Guarantee Program.
- The fourth e-booklet (red cover) is appropriate to use if you DO offer Radon Testing and ARE participating in InterNACHI's "We'll Buy Your Home Back" Guarantee Program.
STEP 2: The next step is to add the image of the appropriate e-booklet cover to your inspection business website. Most visitors never get past the homepage of your website, so you should add your e-booklet image to your homepage, rather than at a deeper page or link. Remember to choose the right e-booklet cover for your inspection business:
STEP 3: The next step is to create a line of text to place under the image. For search engine-optimization purposes, the line of text should include your city and state/province. But search-engine optimization aside, you already know a bit about your inspection business website's visitors. You know that they are likely homebuyers, and you also know that they are likely in your local market area. Therefore, you want to craft the text with that information in mind. You want to include the word "homebuyer" in the text, as well as your town or city. Customizing the text in this way speaks specifically to the very visitors who are most likely in need of your inspection services and thus increase your click rate.
For example, if you are inspecting in Toledo, Ohio, the line of text should read as follows:
Email me and I'll send you my free e-booklet: Tips for Homebuyers:
What Every Homebuyer in Toledo, Ohio, Must Know
Place this line of text under the image of your e-booklet cover.
Tip: The text should be very prominent in comparison to the image of the e-booklet cover, as the text should be customized (including your town/city) to particularly attract the attention of your site's visitors.
STEP 4: The next step is to hyperlink the image of your e-booklet cover and the line of text to your email address. For example, if your email address is Bob@ToledosBestHomeInspections.com, you would hyperlink the image and the text to:
Don't forget to hyperlink both the image of your e-booklet cover and your line of text under the e-booklet cover image to your email address.
In HTML, the code would look like this:
<a href="mailto:firstname.lastname@example.org">What Every Homebuyer in Toledo, Ohio, Must Know</a>
You might also want to pre-insert the subject line of your email to your site's visitor to read "Tips for Homebuyers" so that it's easy for you to recognize what their incoming response email is about.
STEP 5: When you receive an email requesting your free e-booklet, email the consumer back with a link to the appropriate e-booklet. The link will open as a PDF. Remember to choose the right e-booklet link for your inspection business:
STEP 6: This is the important step!
Systemize your drip-marketing campaign so that you don't accidentally send a prospective client the same thing twice.
If you are a Certified Master Inspector®, you can also do this with The Safe Home Book.
- This handy e-book is available to Certified Master Inspectors® for free at Inspector Outlet at http://www.inspectoroutlet.com/safe-home-book.aspx
- Certified Master Inspectors® who are also members of InterNACHI have access to custom books for free. Each book is unique in that it has the particular Certified Master Inspector's® name and contact information embedded within it. This additionally improves your search engine optimization. To download it, visit the Certified Master Inspector® website at http://certifiedmasterinspector.org/find and click on the "Download Safe Home Book" link (it takes a moment to download, as it is a large book). Note the first page. Under the title of the book, it says: "Brought to you by..." and lists your name, city/state province, website address, email address, and phone number. Every other page of the book has your name and inspection business website address at the bottom, as well.
The secondary purpose of these "Tips for Homebuyers" e-booklets is to provide information to the visitors of your website. The main purpose is to capture your visitor's email address to give you an opportunity to engage that consumer, over time, until they are finally ready to hire a home inspector.
Now that you have a constant stream of homebuyer leads coming in... work them! Email them every week, even if it is only a brief personal message. It is not unusual to work a lead for many months until the consumer is ready to hire a home inspector. Work every lead forever, or until it converts into a client who is ready to hire a home inspector... you!
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