Email Marketing Tips to Get More Home Inspections from Realtors
In order to streamline the work, many home inspection companies turn to real estate agents to find clients. Home inspectors have very strong opinions about this and seem to either love or hate working with realtors.
Before getting to the positives of what realtors can offer to your business, here are the things you need to watch out for that you might have trouble with if you are working in tandem with a realtor group. Although some home inspectors swear by realtors as a way to garner business, you should consider the following before you sign on.
Be on the Same Page
You need to find a realtor that shares your values. If one of you is more principled than the other, or follows rules more carefully, there will be friction between you when you try to work together. The friction could even result in you being banned from the real estate office, which would be a huge black mark against you.
There is a Cost Involved
You’ve heard the old saying: There is no such thing as a free lunch. This is the same with real estate agents and home inspectors. These relationships are not free. You will be spending money on cash, gas, flyers, candy, and other perks, all in order to establish strong relationships that will net you more work in the future.
Real Estate Agents Want You to Cut Them a Deal
One problem with working with real estate agents is that some of them will want you to cut a deal for them. They love to give their customers coupons for things like home inspections, so that their customers are happy with them. But if you continue to cut into your own profits in order for realtors to woo their own customers, this will negatively affect your bottom line.
You Need to Compete with Other Inspectors
When you work with a realtor, you are automatically thrown into competition with other home inspectors. Since a realtor has to provide three possible home inspectors to home buyers, you are just part of a list, and therefore a commodity.
The Workload Is So Variable
Just as the housing market can be changeable, based on the economy, the seasons, and other factors, when you work with a realtor, your home inspection business will experience these same variables. Some days you’ll have no work from realtors, and other days, they will ask you to do ten home inspections.
Losing Real Estate Clients Can Really Affect Your Livelihood
If you put all your work into building a relationship with a realtor, and the real estate agent’s business dries up, you will be in trouble. It is important to diversify your workload because if you get all of your business from one company and then it fails, you will be out of money too.
MARKETING YOUR HOME INSPECTION BUSINESS TO REALTORS
Many home inspectors swear by using realtors, and you can gain a lot of home inspection business from real estate agents if you play your cards right. There are two ways to go about this.
Pursue the Realtor
One way to build a relationship with a realtor is to go after them yourself. There are some drawbacks to this method.
- You need a lot of energy to knock on the real estate office doors.
- This takes a lot of time, and you also need to have time to actually do the home inspections.
- This is a costly technique because you need to leave business cards, brochures, and other materials to get your word out.
- It is nearly impossible for you to set yourself apart from all of the other home inspectors. Since they can’t see your work, or know who you really are, it is hard to convince a real estate agent that you are a viable home inspector.
Let Them Come to You
A much better way to build a relationship with a realtor is to let them come to you.
- Get your own work first, and then when you are on location inspecting a house, you can impress the realtors with the way you work. Many will often give you the cards for future reference once they see how hard you are working.
- Make sure you are thorough, courteous, friendly and hardworking at these inspections. You are your own best advertisement, and when realtors see you working hard, they will want to build a relationship with you.
- You can start by getting your own customers by using referrals, Pay Per Click Advertising (PPC) like Google Ads, and SEO. These techniques should easily get your business off the ground.
EMAIL MARKETING STRATEGY TO GET MORE HOME INSPECTION REFERRALS
Once you get realtor’s contact info, it becomes like gold when it comes to getting more referrals and work. There are several steps to launching a productive email campaign to realtors.
- After you get a business card, email the realtor with a quick, specific follow up. You could ask them to rate you from 1-10, explaining that you want to be better at your job. Hi John, It was my pleasure meeting you at 123 Main St, Lake City, MN. I wanted to reach out to you and ask about your satisfaction with my home inspection service. What was your experience like on the scale from 1 to 10? (10 being amazing and 1- terrible) I want to be better. Your feedback helps me accomplish that. Yours, Ed from Acme Inspections
- If they don’t respond after a few days, send a slightly altered follow-up. It is natural for realtors to not answer right away since everyone is so busy. Hi John, It can be easy for these emails to get lost. I just wanted to follow up again in case I missed you. We’ve met at 123 Main St, Lake City, MN. I wanted to reach out to you and ask about your satisfaction with my home inspection service. What was your experience like on the scale from 1 to 10? (10 being amazing and 1- terrible) I want to be better. Your feedback helps me accomplish that. Yours, Ed from Acme Inspections
- If there is no response, you can email in a few weeks to follow up again.
- If they do respond in a favorable light, ask them if you can be their back-up home inspector. This is a great way to get your name out there and get some new contracts. Hi John, I appreciate it. Thank you for your feedback. I understand that you are probably satisfied with your current home inspector. However, in case he is too busy, or you simply need another professional opinion, can I be your backup guy? Yours, Ed from Acme Inspections
STRATEGIZE WITH DIRECT MAIL TO ADD TO YOUR EMAIL MARKETING CAMPAIGN
In order to be the best, you need to stand out from the competition. Utilizing this last step will change your reputation for the better.
When you get your name out in front of real estate agents, this is a great way to get more jobs. This email marketing campaign does not have to stop here, however.
Use a multi touch strategy to keep your name in front of realtors and customers. Direct mail is a great way to make an impact on people. When you combine direct mail with your email marketing campaign, you will surely come out a winner.
Sending a follow up postcard or letter will help you stand out from the crowd. Although it doesn’t take much time, many home inspectors skip this step in favor of other chores that must be done, whether inspections, billings, or the like. But taking some time to market with a multi touch strategy will yield results.
At the end of the day, your work ethic will win you the clients you need to excel in business. When realtors see you on site doing home inspections, being friendly and working hard, they will share your name the next time that someone needs an inspection. By being visible and doing great work with a courteous attitude, you are setting yourself up for success. By combining your work ethic with an email marketing campaign, you will keep your name in front of both realtors and prospective clients, and the addition of direct mail will make the payoff even better.