Ultimate Home Inspector Marketing & Business Class September 19, 2017 www.nachi.tv Ben Gromicko, InterNACHI www.nachi.org/contact
Class Topics Free business development tool What s the point of being in business? What s the purpose of marketing? How to think like a business owner Free Home Inspection Business Course Delegating Perceived value and cost Commodity Differentiation Branding vs. marketing Pablo Picasso Offering the right inspection service at the right time Comparing franchise vs. InterNACHI Focusing on net profit margins How to calculate profit margins How to calculate inspection fees Managing risk Mobility increases your billable hourly rate Would I hire you based upon your inspection report? Putting your report in the hands of potential clients How to get a team of marketing professionals work for you for free
www.bizvelop.com
What s the point of being in business?
Point of being in business isn t to make a good living. It s not about being busy. It s not about working hard. If you want make good money, get a good job. The point of being in business (and taking on all the risk) is to make stacks of money.
What s the purpose of marketing?
Purpose of marketing isn t to get more inspection work to fill your calendar. The purpose of marketing is to create so many customers that you can t service them all.
Consider yourself an owner and operator of a business that offers home inspection services. Home Inspection Business Course (free, online and open to everyone) at www.nachi.org/go/3.
Delegate. Write down everything you do. Use LOW, MEDIUM or HIGH for the following: 1.What skill level is needed? 2.How much time does each task take? 3.How important is it to the company? Tasks with LOW to MEDIUM skill level are good things to delegate, especially if that take a long time to do.
1.What skill level is needed? 2.How much time does each task take? 3.How important is it to the company?
Keep things that require your skill level for YOU to do: vision, strategy, money, brand, management and inspectors. If something is of low importance, consider removing it completely from everyone s job description. One of the worst business strategies to make: Deciding that you re the only one who can do a great inspection for your company.
If the perceived value is greater than the cost, then it s a good decision. rental car watch customized home maintenance book
commodity Similar, interchangeable, repetitive. May change slightly, but essentially the uniform throughout the market. Low profit margins. What s the difference?
www.nachi.org/ir perceived value > cost
List three areas in which your company is the best, and why: 1. 2. 3. www.bigbeninspections.com
www.nachi.org/picasso
Branding vs. Marketing Chapter 13 and 14 of the Home Inspection Business Course www.nachi.org/go/3
Why should I hire you?
Ancillary Inspection Services commodity - right service at the right time www.nachi.org/certification www.nachi.org/ancillary It s not your client s job to know what they need. That s your job.
Franchise Franchise fee = $18,800 Travel to training = $450 Computer & tools = $5,700 Marketing program = $3,400 Office set up, insurance, legal, accounting = $2,600 Conference & chapter meetings = $700 Royalty = 7% of Gross Revenue Brand Advertising = 4% of Gross Revenue InterNACHI www.nachi.org/benefits www.nachi.org/everything $49/month or $499/yr
Net Profit Margins InterNACHI helps members make money (net profit) and save money (free stuff). Who cares about gross?
Marketing s purpose is to turn down work - not to keep busy - not to work hard. Focus on increasing profit margins. How do you calculate profit margins? How do you calculate pricing of services? Chapter 11 of the Home Inspection Business Course at www.nachi.org/go/3
Put systems in place that market for you. Do things that don t waste your precious time. Don t do anything that sends you down the wrong path. Do things that are directed towards net profit. When it s time to grow, do candy, do relationship building, deliver peaches, do gross things. When it s time for profit, switch. Take risks. Profits are generated from taking risk. And the profit from taking that risk should more than offset the cost of managing that risk. Is cost of managing the risk is much less than the profit generated from taking it on? Is the profit greater than the cost? For example buying new mobile devices and mobile software. Visit www.nachi.tv. Search software.
Mobile Efficient (combines inspection process with report writing) Fast (actually inspect faster) Reduces liability (follow the checklist based upon Standards of Practice) Standardizes (for all inspectors, inspection processes, and look of reports) Fancy Brand Life style
Your Inspection Report is Your Best Marketing Step #11 at www.nachi.org/everything Would I hire you based upon reading your inspection report?
Move In Certified Puts Your Report in the Hands of Buyers www.moveincertified.com
InterNACHI s Marketing Team Works for You www.nachi.org/marketing
Ultimate Home Inspector Marketing & Business Class www.nachi.tv Ben Gromicko www.nachi.org/contact