US Home Inspector Training

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Marketing and Sales Above All Else part 1 of 3
Mark Cuban, entrepreneur, investor and owner of the Dallas Mavericks, is fond of saying: “Sales cure all.”

While many home inspectors approach the inspection profession with a focus on the technical side and are quick to point out that one needs quality education, thorough training, an experienced mentor, and effective tools, the foundational nature of sales and marketing for a home inspection business is a reality that inspectors know all too well.

Working RE‘s research reveals that over 10,000 would-be home inspectors purchase pre-licensing education or training, either live or in-person, every single year. The promise of being one’s own boss, making over six figures (say the training companies!), and building a business is attractive to many. From those 10,000 souls, roughly 50 percent actually complete the training, and a fraction of those graduating students actually “make a go of it” and become a practicing home inspector.

While exact numbers about those newly minted home inspectors are hard to come by, an estimated 60 percent of inspectors fail in their first year, and a rumored 90 percent fail in their first five years.

Talk about a culling of the herd! And what is the biggest reason home inspectors throw in the towel?

You guessed it. Not enough marketing. Not enough sales. (In that order too.)

So, what exactly does it take for a home inspector to market their business and sell their services effectively?

Home Inspector Versus Marketer
Are you in the marketing business or the home inspection business? The answer is both, right?

Mike Crow, founder of Coach Blueprint and the “Father of Home Inspector Marketing,” says that the average home inspector doesn’t realize he or she isn’t in the home inspection business, they are in the “marketing of a home inspection” business.

“Most home inspectors think they’re in a technical business. They’re not. They are in a marketing business. That is true of all businesses, but it is especially true of a home inspection business. Providing a good, solid home inspection is absolutely necessary—but it is the baseline. To be successful as a home inspector long-term, whether you want to be a solopreneur or you want to build a multi-inspector firm, you have to understand how vital marketing is. Many truly great and knowledgeable inspectors don’t have enough business or simply go out of business because they don’t take the time to learn about marketing and sales,” Crow says.

While the real estate market has slowed down considerably, Crow reports that his firm is actually up ten percent year-over-year (YoY) compared to last year. “Most inspection firms are experiencing a drop-in revenue right now, but the ones who are really focused on marketing are not. I just got finished last week with my Inspector Marketing Mastermind Meeting. Our guys are blowing it out of the water. They are up 30, 40, and 50 percent over last year!” Crow reports.

Marketing Stackables
Crow has helped build and sell several multi-million-dollar revenue home inspection firms and has also personally coached over 100 home inspection businesses over the $1,000,000 revenue per year mark. The advice that Crow shares with his mastermind members and teaches at his conferences is too vast to be summarized in this article, but Crow offers several practical steps home inspectors can take to improve their marketing efforts. Crow calls these actions “stackables”—specific tactics and strategies that should be deployed together and that work together to create a powerful marketing plan. Crow’s blueprint for inspector marketing stackables includes: