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Ultimate Home Inspector Marketing & Business Class
September 19, 2017
www.nachi.tv
Ben Gromicko, InterNACHIwww.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
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.bigbeninspections.com
List three areas in which your company is the best, and why:1._____________________2._____________________3._____________________
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
Ultimate Home Inspector Marketing & Business Class
www.nachi.tv
Ben Gromicko www.nachi.org/contact
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