By Michael Trimble, NPI, Inc.’s Content Marketing Coordinator

In the property inspection industry, home inspectors are typically closely tied to their agents, where a small number of loyal REALTORs can often account for a large portion of their inspections throughout the year. However, since the NAR ruling that went into effect in August 2024 (see more from the National Association of REALTORS), there has been much speculation about how relationships between agents, clients, and home inspectors might change in the future. While home inspectors and real estate agents will likely always work closely, marketing directly to clients has become a hot button topic among inspectors.

Direct-to-consumer marketing can feel like a massive undertaking due to the wide variety of strategies involved, especially for those more accustomed to relying solely on agent referrals. For those interested in diversifying their marketing strategy, let’s chat about a few ways to get started with direct-to-consumer marketing!

Meet Your Clients Where They Are

The big challenge that comes up when trying to market directly to the homebuyer has to do with finding the best strategy. While marketing to and building relationships with agents takes plenty of hard work, inspectors at least know that they can visit an agency or brokerage’s office to get the conversation started. Homebuyers, on the other hand, are all over the place. They are different ages, they work in different careers, and they have diverse hobbies and interests.

Direct-to-consumer marketing inherently involves a large number of people, and with any larger-scale marketing strategy, it can be tough to ensure that your advertising message finds its way to the right audience. To start, determine who your ideal client is, and then think about where they spend their time.

Here are a few questions to ask yourself if you need help determining who you’d like to market to:

Am I prioritizing home inspection services?

Am I looking to book more commercial inspections?

Is radon or mold a problem in my area?

Focusing on a specific service can better inform you on what sorts of people you’d like to reach, as well as better define what your message should be. While digital advertising might be your best option, don’t overlook things like trade shows, local fairs, or other community events in your area. Wherever your clients are, find a way to make your business present there as well. 

Finding the right DTC marketing strategy can be tough, but it helps to think outside the box and to keep an open mind.

Leverage Google and Facebook Ads

The first option that often comes to mind for direct-to-consumer marketing in the inspection industry is online advertising–namely through Google and Facebook. Marketing campaign conversion rates can be notoriously tough to track, but that’s where Google Ads and Facebook Ads shine.

By setting specific budgets, you can make sure your campaign isn’t breaking the bank, and by targeting the right keywords, you can present your ads to the relevant leads within your service area. When it comes to tracking return on investment, paid ads have plenty of tools and options that will help you evaluate whether your campaign is working, or whether some tweaking is needed.

Note: Small business owners within and outside the home inspection industry are constantly approached by third-party marketing experts who will offer to manage Google and Facebook Ad campaigns. Be very careful of who you decide to work with, and make sure you thoroughly vet any marketing partners!

If you are a National Property Inspections franchise owner, reach out to your marketing team for Google and Facebook Ads management help. Our team has years of experience managing these campaigns, and we’re  familiar with best practices in the home inspection industry.

Build a Following on Social Media

Not all direct-to-consumer marketing has to cost money, of course. Many small businesses – including home inspectors – can target homeowners in their area by building their profile on social media platforms like Facebook, LinkedIn, Instagram, and even TikTok with great results. While custom graphics and highly edited content will demand an investment, most people are just hungry for authenticity (e.g. pictures and videos).

For home inspectors, the most impactful content that you can share includes things like photos of the team, interesting finds while on an inspection, and maybe a home maintenance tip from time to time. Those who participate in community events and share those experiences online will further promote engagement – proving to their online audience that they are active locally, and that they are approachable and relatable.

Note: Tracking engagement (likes, comments, and shares) isn’t just a vanity metric! More interaction shows that you are building awareness for your business, and comments could show that you are seen as an authority in your area.

Craft a Professional Website with Stellar SEO

When it comes to your digital presence, nothing is more important than your website. Your website is the virtual “front door” of your business, and a well-designed website will greatly impact the effectiveness of Google Ads, visibility on search engines, and performance on social media. Really, this point cannot be overemphasized – your website is important for so many different aspects of your business, and it can enable direct-to-consumer marketing efforts, or it can become a roadblock.

While having a website isn’t necessarily DTC marketing on its own, it is the funnel that any campaign will direct leads towards. Plus, the right optimization practices should bring in organic traffic over time as your website’s authority grows. Here are a few more thoughts on how to increase traffic to your website!

Note: There are some companies that will make big promises about boosting your website’s SEO in a short amount of time. Vet anyone you’re thinking of working with extensively, and make sure their tactics aren’t damaging in the long run.

Navigating the Hurdles of Direct-to-Consumer Marketing

While keeping up with digital marketing standards is a great start, there are a few venues that can make direct to consumer marketing tougher than usual in the property inspection industry. First, any campaign needs to be relevant to valid clients (i.e.homebuyers). Email marketing is fantastic, but most people are only on the market for a new home every decade or so, making it extremely tough to find a valid list worth using.

Similarly, while direct mail marketing can still be impactful, you will need to acquire a list of leads who are likely to find your services relevant to them. Because of this, many inspectors will choose to highlight a seasonal service or an ancillary product in their DTC marketing campaigns, rather than home inspections as a whole.

Opportunities for unique direct-to-consumer marketing can present itself in many ways that vary from region to region. The main thing to focus on to make a campaign as successful as possible is to track your conversions as much as you can (yes, this can be a struggle). Best of luck on your next campaign, and happy marketing!

National Property Inspections is a nationally-recognized home inspection franchisor, known for the ongoing marketing support provided to franchisees. For custom websites, Google Ads management, email and social media marketing resources, and much more – consider franchising with NPI!