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Cracking the Code on Digital Marketing with Paid Search

CRACKING THE CODE ON MARKETING WITH PAID SEARCH
 November 5, 2024 |  Marketing |  digital marketing, paid search

By Zach Vesper, NPI, Inc.'s Senior SEO & Marketing Strategist

News flash: it ain’t 1985 anymore.

Nowadays, it takes a bit more to remain relevant as a small business, regardless of industry. Gone are the days when word of mouth could carry a successful marketing plan alone, and we’ve entered into an age where an online presence is no longer optional.

Social media, email marketing, personalized business websites - these elements are just a few of the essentials small business owners need to develop a plan for if they want to not only remain relevant in their market, but continue to grow their business. When it comes to funneling online customers to your website, there are many companies that promise to boost your SEO for fast and easy results, but real organic growth on Google’s rankings takes time and patience. Overnight solutions just don’t exist!

Well, mostly.

There is, in fact, one proven way to get your business listing in front of more customers and to the top of your favorite SERP right away. That’s right, we’re talking about paid search today!

Consider this your beginner’s tutorial for if you haven’t experimented with Google Ads quite yet, or a refresher if you’re looking to brush up on the basics. Without further ado, let’s dive in

What Is Paid Search?
“Paid search” refers to the option to pay search engines (like Google) for ad space at the very top of search engine results pages (SERPs). While there are plenty of alternatives (such as Yahoo, Bing, or DuckDuckGo, etc.), Google is the absolute behemoth of the search engine sector, responsible for over 90% of all global queries today. In this article, we’ll use Google Ads as a reference point due to its dominance, but be aware that this information should also be relevant across platforms.

By spending money through paid search on Google, businesses can place their website and their specialized promotions in a prime position, ready to be discovered by highly interested customers as defined through their selected parameters. What does this mean? More website visitors, more product sales, and more services booked when everything is set up correctly.

A Google Ad is made up of a few key parts, including:

• Headline = The largest text included in the ad, and the area where searchers’ attention will first be drawn to. Ads can include more than one headline, and this portion is considered highly important for anyone that wants to see a high clickthrough rate (i.e. seeing searchers click the ad and continue on to your website).
• Web URL = Written beneath the headline, this lets searchers know what website they’ll land on when they click the Google Ad. Note: the quality of a Google Ad’s website landing page and the user experience on that page is highly influential for the ad’s overall performance. Yet another instance where a competent, responsive web designer is essential!
• Description Text = After the headline, the description text gives you room to expand upon the purpose of the ad or discuss your business in more detail. All good description texts will be built around keyword research and incorporate/reference the keywords selected during the Google Ad’s creation.
• Ad Extensions = Ad extensions are additional areas that are free to include in any Google Ad, and can be used to include pricing, location information, other website links, phone numbers, and more! It’s considered best practice to make use of ad extensions since it makes the Google Ad take up more screen space.

How Do You Advertise on Google?
Now that you know what a Google Ad is, let’s discuss how to get started. First, sign up for your Google Ads account! Then, go ahead and set up your first Google Ad. Locations can be defined with common references like cities or zip codes, then choose keywords that are relevant to your business, your services, and that are also communicated on your website’s landing page.

Keywords are a huge factor that determines Google Ad success, and should only be selected after doing your keyword research homework! Keyword Match Types such as Broad Match, Phrase Match, and Exact Match can also be used to further specify what types of queries you’d like to trigger your ad. Learn more about keyword matching from Google right here!

Lastly, you’ll bid on keywords against other businesses, jockeying for placement at the top of Google’s ad space. Luckily, much of the bidding process has been simplified today and is determined through your ad campaign’s overall budget. In short, the higher your monthly or daily budget, the better your ability to bid when potential customers search for your services.

Setup and ongoing management of Google Ads is clearly plenty to tackle. If you are an NPI franchisee, just contact the marketing team for help starting your next campaign! We’ll take care of the management and data analysis.

What Makes a Great Google Ad?
Of course it’s important to set up your paid search campaigns correctly so that you get the ROI that you’re looking for, and not waste money on experimentation. As previously discussed, keyword research is huge for the success of an ad campaign, and these selected keywords need to be included in the ad description and the website landing page. If there are inconsistencies here, you can risk getting your ad’s Quality Score dinged, which can also affect your keyword bids.

A Google Ad Quality Score is determined by three factors:

1. Quality of Keywords
2. Relevance of Keywords to the Ad
3. Landing Page User Experience

Then, a campaign’s long-term success comes down to watching your results, adding negative keywords as needed, and pausing keywords that aren’t getting you the results you’re looking for. Paid search is a powerful tool that, when used right, can be a phenomenal, cost-effective growth catalyst and revenue generator.

Quick recommendation: try to build up your business’ online presence by gathering around 30-40 reviews before starting with Google Ads! Start getting more reviews on Google today.

Want to know more about how NPI franchisees benefit from ongoing marketing support from their corporate office headquartered in Omaha, Nebraska? Request more info and get your free info packet here.

About the Author
Zach Vesper, Senior SEO & Marketing Strategist
Zach brings twelve years of content marketing and nine years of search engine optimization (SEO) experience to the NPI in-house marketing team. His areas of expertise include building marketing plans that increase franchise sales, optimizing web content for search, crafting effective paid search campaigns, reputation management, and content strategy. Zach is always more than happy to answer your questions about all things Google and considers this the most important and enjoyable aspect of his job.

Building Confidence as a New Home Inspector

BUILDING CONFIDENCE AS A NEW HOME INSPECTOR
 October 22, 2024 |  Inspection Tips, Marketing |  inspection industry, traning, networking, client satisfaction

By Jon McCreath, NPI, Inc.'s Technical & Training Director

Starting any new business is an incredibly exciting time. It can be natural for one’s imagination to run wild, envisioning what growth looks like one year into the future, two years, five years, and even eventual plans for passing on the torch to their successor. In the midst of all of this excitement, solo operators still have to do that first job though, and maybe more often than you’d expect, that first job can be a humbling experience.

When business owners enter into a brand new field, it simply takes time to develop a knowledge base. Undoubtedly, questions will come up with answers that are a bit too elusive, but clients still want to see confidence for them to feel reassured. This period of learning is even more important for home inspectors, as describing their findings to agents and clients with confidence is absolutely essential for anyone who wants to gain a foothold in their market.

Acclimating to the home inspection industry doesn’t always have to be a painful experience, however, as there are a few ways to navigate the learning curve with a bit more efficiency. To learn a bit more about building confidence and hit the ground running, here are a few things to consider!

Acknowledge Your Expertise
The first thing to remember as a new home inspector is that, although you don’t know everything, you know more than you give yourself credit for. If you’ve studied for a state licensing exam or you’ve taken a national exam, you’ve achieved an impressive level of knowledge before even performing your first inspection. When it comes to the building sciences, home maintenance, local inspection nuances, and the inspection process, rest assured, you will know more than the vast majority of real estate agents or clients.

The tougher task is to conduct yourself with confidence when facing contention from builders and contractors. These are professionals working in your same field, after all, which is why so many younger or less experienced property inspectors struggle to hold to their guns when disputes come up in these situations. Again, time and experience are the best way to build confidence, but there are a few tips that you can employ during these difficult discussions:

1. Familiarize yourself with the local codes. One very common source of a builder’s disagreement will boil down to this: “Well, that’s not code here.” Every state has its own process of adopting updated standards, and many areas will vary from area to area, and district to district. Code Check offers great resources to help you stay up to date, so start here to make sure you know the code nuances of your area!

2. Take a look at the NAHB. The National Association of Home Builders (NAHB) is to homebuilders what InterNACHI and ASHI are to home inspectors, and they publish their own guidelines. Look into these resources to further understand where builders are coming from.

3. Understand which source is the ultimate authority. Builders and inspectors reference different standards too often, and knowing which one to follow can be confusing. Remember this - manufacturer requirements will trump local codes, which can maybe be better defined as minimum standards. When in doubt, refer to the manufacturer.

Learn Who You Are
Outside of the technical know-how, conducting oneself with confidence can be greatly aided by a deep understanding of oneself. At NPI, we think very highly of the DISC personality assessment, which focuses on communication styles, and how to approach a conversation with someone who might have a different approach to discussions. Whether you pursue this personality test or another, introspection can often lead to valuable insights on why certain situations cause your confidence to dwindle.

A support system is also vital for a growing business, which includes family and friends, as well as industry contacts (coaches, mentors, and peers). Having a person or group of people to share your wins and coach you through your struggles can be invaluable when it comes to reassuring that you made the right move, or adjust for the future.

Note: Of course it can be difficult to form close relationships with the competition. This is why joining a franchise can be so valuable - learn more about NPI by requesting your free info packet today!

Control the Controllables
Finally, one aspect that can solidify confidence like none other is preparation. If you look good, feel good, and you’ve covered the details that you can control, everything becomes easier. As an inspector, that means having a professional business card in hand, wearing a branded uniform, and driving a vehicle with a high quality wrap. Looking like you have the small details handled will confirm your client’s confidence in you, and confidence can be contagious.

A great goal to have as a new home inspector is to produce a report that leaves no questions. Inspectors have different opinions on what a high quality report looks like, but the ones that avoid ambiguity as much as possible are most likely to avoid problems later on. When it comes to controlling the controllables, inspectors should always look to refine their product, and delivering a report that boosts their confidence is a much better plan than delivering one that makes them anticipate a follow-up phone call.

Doing the homework, self-understanding, preparation, and organization - all of these things will lead to increased confidence in home inspectors of all experience levels. And a confident inspector makes a happy client.

You’re in the right place to learn more about running your home inspection business! Interested in joining the NPI family? Contact our recruitment team.

About the Author
Jon McCreath, Technical & Training Director
A former NPI franchise owner and real estate agent, Jon joined the NPI corporate team in 2019. With his inspection expertise and foundation in classroom instruction, Jon teaches and mentors new franchisees during their two-week training course in Omaha. He also handles technical support calls during and after office hours and guides franchisees through the state licensing process.

Using Thermal Imaging for Property Inspections: Context is Key

USING THERMAL IMAGING FOR PROPERTY INSPECTIONS: CONTEXT IS KEY
 October 10, 2024 |  Inspection Tips |  training, inspection industry

By Jon McCreath, NPI, Inc.'s Technical & Training Director

Inspectors are usually excited to experiment with the many tools of the trade, from sewer scope cameras to moisture meters to drones. The right tool can dramatically increase the value of an inspector’s final report. The only issue? Too many home inspectors will add a new gadget to their toolbelt without really understanding how to use it!

One device that we see far too many inspectors incorporate into their process without having a sufficient understanding of is the infrared camera. In the property inspection industry, the use of an infrared camera (and other complementary equipment) and the interpretation of the images the camera produces is referred to as thermography (also, thermal imaging).

With the right training, inspectors can use their infrared cameras to add valuable insights to their reports, and avoid the common misinterpretations and misdiagnoses that untrained home inspectors make all the time. If you haven’t invested in an infrared camera yet, or you haven’t pursued thermography training yet, here are a few reasons why you should.

What is Thermography, Anyway?
As previously mentioned, thermography refers to the use of infrared/thermal imaging cameras and the interpretation of their output. Infrared cameras are designed to detect temperature differences across surfaces, which are translated into a color spectrum: whites and reds being hot, and blue shades being cool.

Thermography is used in a variety of fields, including wildlife conservation, law enforcement, and medical diagnosis. In the world of building inspections, thermal imaging can help identify safety and maintenance concerns such as moisture intrusion, air leakage, and electrical issues (hello, fire hazards!).

Like many modern inspection tools, it’s common for home inspectors to simply add their new tools to their basic inspection package and either raise their base prices or enjoy the extra business that comes from differentiating themselves from their competition. In some areas, thermal imaging might be offered as a stand-alone add-on as well, and advanced certifications can open the door for other lucrative opportunities.

Levels of Thermography Certification
The primary issue with thermography in property inspections is that many inspectors don’t seek out any training to know how to use their infrared camera or correctly interpret the produced images. Thermography certifications can be earned through both in-person and online courses and are divided into a few different levels:

• Level - 1 Thermography Certification starts inspectors out with the basics of thermodynamics and the principles of heat transfer. Achieving a level of certification can take an inspector from using their infrared camera as just another tool in their collection, to offering thermal imaging inspections as a stand-alone service on commercial properties. Note: It is very rare to find a home inspector that is also a level-1 thermographer!
• Level - 2 Thermography Certification takes what inspectors learn during level-1 and brings everything to the next level. Your measurements via thermography will be more accurate after completing this certification, and you’ll have a fuller understanding of the science that determines how your infrared images look. Certain commercial jobs will require level-2 certification.
• Level-3 Thermography Certification is for any inspector who is ready to pursue instructor roles and train others on how to practice thermography. This is the highest level of thermography certification available.
• Basic Thermography Training will give inspectors the information they need to not fall into the common pitfalls of misinterpretations and misdiagnoses that are so common from those that don’t understand the factors that skew thermal image readings. For residential inspections, basic thermography training should be sufficient to provide valuable context to inspection reports, while also avoiding costly errors on the part of the inspector.

Factors That Can Lead to Misinterpretation
After completing (at minimum) a basic thermography training course, home inspectors can start to interpret with much more accuracy, bringing the many factors that lead to common confusion under appropriate consideration. The key to using an infrared camera best in property inspections comes down to two main things: using your camera strategically and in conjunction with other tools (like moisture meters or hygrometers), and understanding how the environment affects your readings (the context).

The first factor that every adroit thermographer should take into account is a term called emissivity. For our purposes, emissivity refers to how different building materials reflect heat at different rates (for example, materials like metal have low emissivity while brick walls will have high emissivity). Experienced thermographers take materials into account when using infrared cameras.

To account for emissivity, one pro tip is to cover a low-emissivity object with electrical tape. This strategy is a simple way to produce a more accurate reading!

In addition to emissivity, building materials will all have varying levels of reflectivity and transmissivity. Some materials that most people would think are very transmissive are not (like windows), and others that seem opaque, may be incredibly transmissive (like thin plastic). An inspector with the right training can take all of these factors into account for far more accurate thermal imaging interpretations.

After understanding the nature of building materials, home inspectors also need to take weather conditions into account such as wind, rain, and the sun. “Leaky” homes that easily allow air to enter through transition points can appear as though they are taking on moisture, and many inspectors will opt to scan building exteriors at dusk in order to reduce the skewing influence the sun may have.

Other factors that inspectors should consider when operating infrared cameras include the presence of moisture, frost or snow on surfaces, as well as dirt and other debris that may increase emissivity.

Today, many inspectors use infrared cameras, but few know how to use them right by factoring in the necessary context. If you’re a home inspector that hasn’t taken the plunge yet, let this be your first signal to make a change and get your training. Your clients will thank you!

For more technical advice as well as marketing and business development topics for the inspection industry, you’re in the right place! Interested in joining NPI? Get linked up with someone from our recruitment team today and claim your free info packet!

About the Author
Jon McCreath, Technical & Training Director
A former NPI franchise owner and real estate agent, Jon joined the NPI corporate team in 2019. With his inspection expertise and foundation in classroom instruction, Jon teaches and mentors new franchisees during their two-week training course in Omaha. He also handles technical support calls during and after office hours and guides franchisees through the state licensing process.

Daily Videos: Leveraging Instagram and TikTok to Reach Tomorrow’s Homebuyers

DAILY VIDEOS: LEVERAGING INSTAGRAM AND TIKTOK TO REACH TOMORROW'S HOMEBUYERS
 September 24, 2024 |  Marketing, Social Media |  time management, inspection industry, Facebook, LinkedIm, YouTube, digital marketing

By Stepha Vesper, NPI, Inc.'s Senior Marketing Communications Strategist

When it comes to digital marketing, the common rule of thumb is to be present wherever your audience is. In the home inspection industry, there’s little mystery surrounding where agents spend the most time: Facebook, with a sprinkling of Instagram here and there, and maybe LinkedIn for certain markets.

Social media is a constantly evolving beast that’s very much influenced by the trends of the day, however, and whatever is popular today will likely be quite different than what’s popular a few years from now. This brings us to TikTok.

TikTok, for those who somehow don’t know at this point, is a social media platform based around sharing short-form video content that has become wildly popular with Gen Zers in particular (people born between 1997 and 2012). Check out our previous article on the platform!

While TikTok veers towards this younger demographic, and they are less likely to be looking for a home or working as a REALTOR today, this group is on track to become more and more relevant in the coming years. Plus, with the recent NAR lawsuit settlement (read more from experts at CBS news), direct-to-consumer marketing on platforms like TikTok may become an essential practice today.

To get ahead of the trend, let’s discuss how inspectors can utilize short-form video content creation on social media to boost their presence in a way that’s realistic and won’t overwhelm their busy schedules.

Social Media and Your Google Business Listing
The first main caveat that must be made is that it can be tough to measure ROI on social media investments. An active Facebook business page that posts daily and receives tons of engagement most definitely is a positive for an inspection business, but determining exactly how many new jobs that page generated isn’t so clear.

In addition, while an assumption may be made that active social media pages can directly improve ranking on Google, Google doesn’t factor this into their algorithm at this time. Social media strategists at Local Falcon speak more on the relationship between social media and Google business listings, but it may be important to note that Bing currently does factor in social media activity into their results, and Google has experimented with this in the past.

An active social media page may have a bigger impact on Google in the future, but digital marketing strategies of today still greatly benefit businesses by funneling more leads to their business websites and to their phones. Again, businesses need to be wherever their audience is. If TikTok and Instagram are the next big hangout for homebuyers, it would be wise to carve your own space there as well.

Optimizing Activity According to TikTok, Instagram, and YouTube’s Algorithms
Now as we take a look at TikTok and the other prominent platforms that favor short-form video creation (Instagram Reels and YouTube Shorts), there are a few easy things to note when it comes to building presence. First, their algorithms love consistent content output. For many business owners, this tends to translate to the one-video-a-day strategy.

Posting a high quality video every day can seem like a daunting task - especially for those that haven’t even posted their first one yet. But after dedicating yourself to this habit, you’ll be shocked at how quickly your TikTok or Instagram engagement dwarfs your social media efforts elsewhere. Why is this the case? Well, let’s talk about TikTok, Instagram, and YouTube’s algorithms (in brief).

We’ve previously discussed why it can be valuable to gain an understanding of your favorite social media’s algorithm for marketing purposes. To understand TikTok’s algorithm, it’s best to start with the “For You” page.

TikTok’s “For You” page (FYP) is the platform’s primary feed, designed to promote content that users are most likely to engage with. Namely, they’re looking at likes, shares, and whether the viewer watched the video until the end. Notably, TikTok also doesn’t favor established creators as much as other platforms, which means that new users can generate a following more quickly. New, consistent content that people interact with will be recommended very often on TikTok.

Instagram’s algorithm is usually known for elevating posts with high-quality images, optimized publish times, and relevant hashtags. But Instagram’s Reels section (focused on short-form videos, like TikTok) broadly lines up with TikTok’s algorithm priorities, as does YouTube’s Shorts section.

In summary, that’s three different platforms with similar paths to high interaction, which all can be cross-posted with the same content easily. The only question is, how do you make content that is easy to produce and highly engaging?

What Types of Content Should You Create?
Short-form videos for TikTok, Instagram, and YouTube shorts do not need to be expensive. In fact, low-budget content might be preferred in the current landscape.

With the rise of AI-based content, many marketing analysts believe that authenticity is quickly becoming the most sought after element on social media. This, conveniently, means that simple videos involving a single person and a phone perform better than ever. For home inspectors, it’s best to focus on educational content primarily, with entertaining content as a secondary element, and strictly promotional content peppered in every now and then.

Look for opportunities while on an inspection to shoot a short video explaining a home maintenance quirk, an interesting/rare find, or even an element you discovered that is a good example of something done right! Home inspectors see many different homes every week, which means countless opportunities to take a few minute break and shoot a video.

Note: Be sure to leave out any identifying features of the home, especially if it’s still on the market!

Other concepts that can perform well are reactions (to things like DIY videos or online home tours), or even podcast-formatted videos for those that are ambitious. Remember, you can cut up longer videos into shorter segments for content well into the future.

The main thing to keep in mind for success here is to not be afraid if things aren’t perfect. If you have a cobweb on your shoulder from exploring an attic or if you fumble over a word or two, these elements only add to a sense of authenticity.

Digital marketing doesn’t have to be a massive time sink! Here’s more advice on managing your time with social media.

Questions about how NPI boosts your online marketing presence? Learn more right here.

About the Author
Stepha Vesper, Senior Marketing Communications Strategist
Stepha holds two advanced writing degrees and has more than nine years’ experience creating blog articles, PR pitches, emails, website copy, print mailers, social media posts, newsletters, and taglines. Stepha also specializes in marketing training, strategy, and consultation, particularly in the areas of social media and email marketing. Her favorite part of her job at NPI is assisting franchisees with their digital marketing strategies so they reach their goals faster.

Responsiveness: The Traits of a Successful Property Inspector

RESPONSIVENESS: THE TRAITS OF A SUCESSFUL PROPERTY INSPECTOR
 September 10, 2024 |  Inspection Tips, Marketing, Social Media |  client satisfaction, inspection industry, time management, Google, Facebook

By Stepha Vesper, NPI, Inc.'s Senior Marketing Communications Strategist

Throughout the years, we’ve spent a ton of time on this blog talking about what it takes to become a successful marketer, manager, and business owner in the property inspection industry. As a property inspection franchisor, we get to see firsthand the sorts of people who take some time before they hit their stride, as well as the sorts of people who will hit the ground running. Today, we thought it might be helpful to begin to dive a little deeper into one of these traits that seem to be a consistent determinant for early success.

Being responsive is a valuable quality in any professional industry, but we’ve found that property inspectors who prioritize this trait separate themselves from their competition and set themselves up to leave a lasting first impression. Today, let’s discuss just how important being responsive is and what this looks like as a home inspector.

Being Responsive is a Differentiator
Sometimes starting out as a brand-new inspector can feel difficult. Referrals won’t roll in instantly, and crucial relationships often haven’t been made yet. But the truth is that new inspectors actually have an advantage or two built in out of necessity, starting with the fact that they will be the one answering their own phone.

A natural part of growing an inspection business involves passing off duties, like answering the phone, to either another employee or to a call center. This is common, and expected for larger inspection businesses. New inspectors, on the other hand, do not have this option and will therefore be responsible for fielding calls, booking inspections, and answering basic questions from their clients and inquiring agents.

This position shouldn’t be viewed as an inconvenience, though–far from it! Clients and agents love the ease of communication and accessibility that comes with an inspector who answers their own phones. On top of that, direct control over the phones means direct control over whether that phone is answered and whether follow-ups occur in a timely manner.

Although this may sound surprising for those new to the industry, finding an inspector who consistently answers their phone the first time is incredibly rare. If you dedicate yourself to answering at inconvenient times, including in the evenings or on the weekends, you will immediately impress seasoned agents and clients. Being the inspector who is available and responsive will net new inspectors exactly what they’re searching for: opportunity.

Responding quickly provides the opportunity for a very strong first impression, and you never know when an agent may be in a bind and calling for a last-minute inspection. This point may sound like basic common sense, but so few inspectors take being responsive to heart. Be available, and you will stand out from the bulk of your competition instantly.

Be Responsive Everywhere
Answering the phone quickly and reliably is a significant part of the equation, but being responsive can be applied to many other areas of an inspection business. In short, wherever you allow the option for contact, develop a system for fast responses if at all possible. This means via phone calls, texts, email, and social media.

In case you’re unaware, social media is a powerful resource for home inspectors. When it comes to building relationships with local agents, reaching out to referral sources, and even acquiring new leads, social media should be an arm of every inspector’s marketing strategy. Success on social media doesn’t always come easily, though!

If you set up a Facebook page, a Google business page, then post an update every month or so, the most you can expect from these sources is that you’ve confirmed that your business exists to online searchers. To get more out of social media, you need to make use of its features, optimize profiles for SEO, and (to fit along with the theme of this article), respond to comments and reviews!

Posting consistently on social media will encourage engagement (comments, likes, and shares). Responding to those comments shows your audience that you’re listening on each platform, and will incentivise others to do the same. While Instagram, LinkedIn, and even TikTok have all risen in popularity within the inspection industry, Facebook still seems to be the most prominent when it comes to consistently reaching REALTORs. We’ve seen plenty of inspectors dedicate themselves to Facebook, in particular, and they’ve turned that platform into a lead generation source.

Similarly, responding to reviews on platforms like ***Google*** and Yelp is an essential practice for any business that wants to grow their online presence and reputation. Responding to reviews encourages others to leave reviews, and is influential for Google’s algorithm. In short, be responsive online to foster future leads and get in front of more potential clients.

Final Thoughts
Hopefully at this point you can see how valuable being responsive is to new inspectors, but that doesn’t mean that veterans should ignore this quality in their business! When the time comes to pass on phone duties to someone else, make sure that they are on the same page as you on how quickly they need to respond and follow up on inquiries. Of course, there comes a time when, as a business owner, your time and attention is better spent on other activities. Train your employees in such a way that your work culture remains strong and consistent with how you would like things done.

In the end, responsiveness shows your commitment to your job and displays a professionalism that subcontractors, new employees, agents, and others will be drawn to. So, strike while the iron is hot, and don’t let unique opportunities pass you by! Commit to being responsive, and watch others commit to you.

By franchising with National Property Inspections, our marketing team works to take many recurring tasks off your plate so you can dedicate yourself to being the best inspector possible. Learn more about franchising with NPI here!

About the Author
Stepha Vesper, Senior Marketing Communications Strategist
Stepha holds two advanced writing degrees and has more than nine years’ experience creating blog articles, PR pitches, emails, website copy, print mailers, social media posts, newsletters, and taglines. Stepha also specializes in marketing training, strategy, and consultation, particularly in the areas of social media and email marketing. Her favorite part of her job at NPI is assisting franchisees with their digital marketing strategies so they reach their goals faster.

Viewing a Hire as an Asset, Not an Expense

VIEWING A HIRE AS AN ASSET, NOT AN EXPENSE
 August 27, 2024 |  Business Tips, Marketing |  hiring, training, inspection industry, business growth

By Kimberly Stevens, NPI, Inc.'s Marketing & Business Coach

The potential revenue for a small business with a team of employees compared to a one-man show is jaw-dropping wherever you look. Investors and small business analysts at Fora Financial say that the average revenue for companies with only one employee/owner is $44,000 per year. When those small businesses add 1-4 employees, average revenue jumps to $387,000 per year. When it comes to growth, the stats don’t lie. Hiring is the key to exponential growth.

Many business owners get nervous when thinking about growing their team. As a solo operator, it takes a lot of time to develop a positive reputation and capture a sustainable market share. Expanding your business may bring up fears of losing control or damaging your great reputation–those are normal concerns. After all, new employees are a considerable investment!

It costs time and money to find the right candidate. They may require specialized training, and they’ll need to acclimate to the way that your business operates. Plus, another set of tools and a mode of transportation certainly doesn’t come cheap. But that investment will lead to increased income and more time with the family down the road. Hiring and expanding the team should still be every business owner’s ultimate goal.

So, how do you make that shift from looking at the cost of a new hire, to seeing the opportunity for growth that they bring?

Know When to Hire
The first common problem that owners face when they think about hiring is they don’t recognize when their small business needs to expand. Next to all the effort that goes into training and finding a strong candidate for a full-time inspector role, it’s important to have confidence that you can keep that new employee busy enough to justify the hire. Here are a few signs that should reassure you that the timing is right:

1. You’re Stretched Thin
If you’re sometimes inspecting three homes a day while still trying to do your in-person marketing,keeping your social media active, and answering your phones, it’s easy to see that you’re keeping a schedule that’s unsustainable. It’s great that your business is busy, but it’s important to keep everyone’s workload at a level that’s doable long-term.

2. You’re Turning Down Good Jobs
At first, it can be a grind to get consistent work. But eventually, consistent work can pile up to the point where inspectors have the luxury to be selective about the jobs they take. Really, if you’re turning down inspections that you would have otherwise taken, you’ve waited too long to hire. Bringing a new inspector up to speed takes time, and if you’re too tied up to train them, you may not be setting them up for success.

3. You’re Putting Projects On Hold
If your inspection business is succeeding, but you’re dedicating all of your time to inspecting and marketing, you likely aren’t allowing yourself the room you need to try new campaigns, implement new services, and expand your market share. Every owner’s ultimate goal should be to move away from inspecting and into a manager role so that they can devote their attention to more ambitious expansion options.

Hires can be a revenue-generating asset, but they also have the potential to be an expense that detracts from the business’ potential. Hiring isn’t a gamble, though! Much of a new hire’s successes or failures go back to the owner and their ability to identify the right candidate and train them.

To help you get started, here are some thoughts on common early hires for your inspection business and how to set up a plan of advancement for each position.

Prioritize the Right Roles

1. Marketing Specialists
Easily the most common first hire that inspectors tend to make, marketers are a great choice for expanding the team because they are the most easily quantifiable revenue-generating position. When making this hire, it’s important to balance out your skills with theirs. If you are weak with social media, find someone with digital marketing experience. If you are more introverted, seek out a “people person” who loves building relationships.

If money is tight, consider starting your marketing employee off in a part-time role, with the intent to transition into full-time as more business comes in. To stay organized, set clear daily and weekly tasks that are easily trackable, highlighting both short-term and long-term goals.

Reach out to the marketing team for task-tracking logs and recommendations on how your marketing employees can help you grow!

2. Inspector Helpers
An “inspector helper” is a common position within the property inspection industry that can boost productivity while on site. Adding inspectors to your team will allow you to tackle more jobs per day, and it will give you room to slowly transition into more of a management role.

Note: Be sure to read up on your state’s regulations when it comes to inspector helpers! Some states will greatly limit how much a helper is allowed to do, while others will allow them to contribute to various aspects of the inspection process, including report writing.

For training your inspector employees, contact the NPI home office to reserve a spot for class in Omaha!

3. Office Managers & Accountants
Larger inspection teams may look into hiring an office manager to do things like help coordinate inspections, answer phone calls, and perform other administrative tasks. Rather than hiring for this position early, again, consider what your goal is within the industry. The typical tasks an office manager would have are the same that an owner once had–answering phones, managing the appointment calendar, and various other administrative tasks.

If you’re interested in moving further away from day-to-day operations, it might be a good idea to fold some accounting responsibilities into this role by finding someone familiar with tools like Quickbooks.

Every home inspection business owner should have hiring on their mind as they plan for the future. To meet your goals, growth is never optional.

To learn more about how National Property Inspections enables its franchisees to achieve more, request your free info packet today!

About the Author
Kimberly Stevens, Marketing & Business Coach
The baby of eight children, Kimberly learned quickly to master the art of communication in order to be heard. She has been with NPI for more than 15 years and is passionate about getting to know our franchisees. Kimberly is a certified marketing and business coach, trainer and speaker, leading training seminars, one-to-one coaching and more. She's a high-energy, fiery red head and an eternal optimist. Her greatest joy is celebrating our franchisees’ victories!

Inspection Insights: How to Stand Out with Sample Reports

INSPECTION INSIGHTS: HOW TO STAND OUT WITH SAMPLE REPORTS
 August 13, 2024 |  Business Tips, Inspection Tips, Marketing |  inspection industry, client satisfaction, business website

By Jon McCreath, NPI, Inc.'s Technical & Training Director

In any industry, success often comes from separating yourself from the pack. Some businesses have exceptional communication skills, prioritizing customer service above all else. Other business owners invest in a diverse array of add-ons, making them a convenient one-stop shop for their clients. Then, of course, veteran business owners might trust that the quality of their products and services will naturally trump all in the end.

Dedicating your attention to becoming the best among your competition is an excellent goal, but proving yourself to clients takes work, too!

We’ve talked about how to get more reviews by prioritizing Google business listings for better online searchability, but there is another powerful tool that too few home and property inspectors utilize: sample reports. Home inspectors who host a sample of their inspection report on their website can display the quality of their product for any prospective clients and answer many of their burning questions before they even pick up their phone.

If you’d like to start using sample reports on your website but you’re not entirely sold on the concept yet, let’s review a few of the benefits and discuss some of the concerns.

Using Sample Reports as a Marketing Tool
The first major strength of sample reports is their usefulness as a marketing tool. Sample reports give a representative example of an inspector’s work, and having them publicly available is an extremely effective way to answer many common questions.

Clients, especially first-time buyers, can frequently become overwhelmed by the homebuying process. With access to a sample report, they can get a quick idea of what they’ll receive in their inspection report, whether they will be able to understand the content, and what level of thoroughness they can expect.

Inspectors can even walk through their samples with a client to show them proof that they adhere to state standards or other nationally recognized standards, and that their reports will provide value rather than simply check off a box in the homebuying process.

Post Different Reports for Different Services
Part of the natural growth process of any property inspection company involves integrating add-on services into your repertoire. Fully marketing these additional services should include new brochures, flyers, dedicated pages on your website and, to take things to the next level, you can also add a sample report for these as well.

Most inspectors don’t make sample reports of their primary services available, and those that do will only add a generic buyer’s inspection. We know how powerful diversifying service offerings can be. Providing samples of commercial inspection reports, radon testing, and sewer scopes will not only clarify what those services are, but they will show that you know what you’re doing with those services.

Are There Any Concerns with Sample Reports?
While sample reports are a great benefit to any home inspector who utilizes them correctly, overall, there are a few things to keep in mind:

1. Anything Posted Publicly Will Also be Accessible to Your Competition
Any unique techniques or technologies that you’d rather your competitors not be aware of should be appropriately guarded. This is why we recommend only including edited segments in your sample reports that show off your clear writing ability and the thorough, high quality of your inspections (covering the four cornerstones, for example.)

If the way that you approach an add-on service is particularly unique, feel free to only provide it when requested as well, and remember to add watermarks so that clients are fully aware of where the sample originally came from.

2. Agents Don’t Want to Work with Alarmist Home Inspectors
No inspector wants to be labeled as a “deal-killer.” Finding the right balance when informing clients can be a challenge, so read and re-read your samples to confirm that your report comes across as unbiased. It may even be wise to send your sample reports to a few trusted colleagues to get their thoughts.

Sample reports can be the push an inspection business needs to take that extra step! Just grab an existing inspection report and contact your web designer to get started.

Don’t have access to a dedicated web designer? All National Property Inspections franchisees have access to industry-leading web design expertise, as well as a full, US-based marketing team! Learn more about how you can grow your inspection business with NPI right here.

About the Author
Jon McCreath, Technical & Training Director
A former NPI franchise owner and real estate agent, Jon joined the NPI corporate team in 2019. With his inspection expertise and foundation in classroom instruction, Jon teaches and mentors new franchisees during their two-week training course in Omaha. He also handles technical support calls during and after office hours and guides franchisees through the state licensing process.

Expanding Your Audience by Becoming a Bilingual Business

EXPANDING YOUR AUDIENCE BY BECOMING A BILINGUAL BUSINESS
 July 30, 2024 |  Business Tips, Marketing, Social Media |  hiring, business growth, client, satisfaction, inspection industry

New business owners often feel that they are racing to find a client base and develop trust with their local community. Finding leads, converting them into sales, and creating advocates to spread the word of all the good work that they do - the fight to gain credibility in a market takes plenty of guts and hard work. But after that growth slows, it can be difficult to find a new client base to tap into.

Language barriers in diverse populations can limit a business's market reach, posing a significant challenge. There’s certainly an opportunity to expand by becoming a bilingual business, but making this change involves more than simply translating a flyer into Spanish and calling it a day.

Owners who learn a second language or hire employees with language skills may be able to grow their business, but that’s only the start of the story. If you’re wondering what it would look like to start marketing in a second language as a small business, here are a few of the considerations to take into account first.

Learning a Second Language
One strategy that business owners may consider if they’d like to start marketing in multiple languages is to learn a second language themselves. To call this an ambitious endeavor would be an understatement for a number of reasons:

1. Languages are more than just words.
To be believable in another language, you will also need to learn the gestures, the unique sayings, and the different ways that people carry themselves in new cultural contexts. According to the famous psychologist Albert Mehrabian’s communication theory, only 7% of communication is verbal. Running a business in another language means learning about tone and facial expression as well - the other 93% of communication which varies language to language.

2. Word-for-word translations won’t cut it!
When it comes to translating marketing materials, some might feel that purchasing an English-to-Spanish dictionary or relying on Google Translate is enough to do the trick. But, to that I’d have to say: “¡Aguas!”

In Spanish, this word has more than one meaning, depending on the context. The first and most common translation to English would be “waters,” but in Mexico specifically, this word can also mean, “watch out,” “be careful,” or “danger!” When conducting business in a language other than your native tongue, the chances for miscommunication naturally go up. In the home inspection industry, miscommunication can lead to liability trouble.

3. Industry-specific terms have a language all their own!
Industries and professions are full of unique, specialized words that are rarely used in everyday speech. In the world of property inspections, this technical speech is even more noticeable. From gable and fascia to joist and sump pump, every nook and cranny of a home is chock-full of terms that the average homeowner may have never heard before. Home inspectors need to have a deep understanding of these elements in order to perform their job effectively and “translate” their discoveries into common speech.

Becoming a property inspector is already like learning a second language. So, if you’re considering learning a second language to expand your business, think of the venture as learning two new languages instead of just one.

Building a Bilingual Business
Now that we’ve scared you away from the concept, let’s talk about how to become a bilingual business the right way! The first and most important point to highlight is if you don’t actually speak or have an employee who speaks your selected second language, don’t do it. Sending out marketing materials in another language will ideally lead to clients who speak that other language calling in to schedule a job. If you can’t answer their questions or perform the job in their language, this situation can only lead to frustration.

Instead, start with hiring a native speaker to answer the phones or, if you are a native speaker yourself, make sure you are available to field the calls that require your language proficiency. When writing your marketing materials in a second language, be sure to hire a native speaking marketer who can ensure the copy sounds natural and uses the appropriate calls-to-action. As previously discussed, a phrase that works in one language may be misunderstood or ineffective after translation!

Finally, when making the move online, be careful not to muddy your brand too much by posting to your social accounts in both languages. Sudden shifts in your social media strategy can lead to confusion among your existing audience and ultimately weaken your online standing. Even businesses who have the goal of marketing in multiple languages may choose to keep their online presence in their primary language rather than hiring another marketer to manage the increased workload.

Marketing in a second language can open new doors and lead to impressive growth. But, like with other forms of diversification, becoming a bilingual business is an investment. ¡Buena suerte!

Franchise Planning: The Importance of an Exit Strategy

FRANCHISE PLANNING: THE IMPORTANCE OF AN EXIT STRATEGY
 July 16, 2024 |  Business Tips, Franchise |  hiring, training, small business, business growth, money management, motivation, entrepreneur

By Chris Bates, Vice President of Sales & Development

When running a small business, the day-to-day concerns surrounding things like growth strategy, team management, and increasing revenue can dominate focus. The entrepreneurial effort that it takes to grow a business is no small feat, but those who neglect to plan ahead are doing themselves a disservice.

Small business owners should begin planning their exit strategy sooner rather than later if they’re interested in getting a good return from their eventual sale. Even the most successful owners can get so caught up in the ins and outs of running their business that an unexpected event upends their plans, necessitating a change in their lifestyle and a sudden sale for less than the business is worth.

Without proper planning and vetting, businesses can get mismatched to new owners with the wrong industry knowledge, the wrong skill set, and the wrong expectations. The good news is that entrepreneurs can set their exit strategy from Day One to ensure they get a fair price from their sale and set their team up for success long after they’re gone.

Today, let’s discuss some key points to consider when planning your exit strategy.

Use Your Franchisor as a Resource
The first point that needs to be stressed when discussing exit strategies is the importance of your franchisor. From entering into a new industry and new market, to hiring your first employee, to managing conflicts with clients, having a contact that has already navigated all of these challenges and seen what works (and what doesn’t) is invaluable for achieving success. This is why forming the right franchise partnership is so important!

A willingness to take risks is certainly a positive attribute for small business owners who want to scale, but those who find a good franchise partner can avoid the unnecessary risks that come with starting a business alone and set up a more reliable track for growth. Plus, along with the support that franchisors offer while running and building the business, franchisors can also often offer valuable resources for owners when they finally are interested in selling their business.

Franchisors are invested in the success of each of their locations, and they may be able to identify a buyer interested in working within the existing territory through their existing lead generation process. Outside of finding a buyer directly through the franchisor, franchise owners who get to know their neighboring franchisees may be able to sell to them. Entrepreneurs are usually either looking to grow or to sell. This is why selling to neighbors is such a common strategy.

While these resources are helpful, there is no guarantee that a franchisor will have a buyer ready to go when the time comes to sell. In this situation, franchisors can still be helpful by confirming and assisting with gathering financial information so that other prospective buyers have more clarity while entering into a purchase agreement. A good franchisor will assist during every step of the process.

A quick note on brokers:

Whether using a national brokerage firm specializing in franchise sales or finding a local broker who may have a catalog of contacts, keep in mind commission fees. Brokers can be effective throughout the process of a sale, but due to the accompanying costs, it’s usually beneficial to identify a buyer through other means.

Best Option: Hire Your Eventual Buyer
Opting for the franchisor route is great, but the best option that owners should pursue is to hire, train, and prepare an employee to become your buyer down the road. Although this option takes more planning and plenty of foresight, this is the closest way to guarantee that the business has an effective owner and continues to operate at a high level after it’s time to hang it up.

Hanging on to high quality talent seems to be tougher today than ever before, but offering up the opportunity for advancement is a great way to keep employees with ambition and potential motivated. Additionally, small business owners are often drawn towards hiring a child or family member with eventually selling the business to them in mind. Although working with family brings its own challenges, building a business for the next generation can often be the most rewarding.

Whether using a franchisor’s lead, a broker, or an employee, small business owners should focus their efforts on building their team, delegating, and gradually removing themselves from the day-to-day operations of their business over time. Especially in the home inspections field, owners have a habit of wearing all of the hats in their company and being the face that their clients and referral sources recognize. Businesses that can operate effectively without their owner will be much more attractive to buyers and demand a higher valuation.

To train your employees to elevate your business’ value, or to equip them to eventually take over, National Property Inspections offers many resources for advancement. First, our monthly training classes in Omaha, NE are open to employees with a week of technical training, and a week of marketing and business training. Through this training, franchise owners can send their inspectors, marketing employees, and business managers to experience a standardized training process from an accredited inspection training school.

National Property Inspections partners with new franchise owners, employees, and those that are ready to sell throughout every step of the business ownership journey. Learn more about how the NPI corporate office supports you when you decide to franchise!

About the Author
Chris Bates, Vice President of Sales & Development
Chris works with national and regional companies within the NPI National Accounts department. With account coordination, he refers inspections to our franchisees and tracks the progress and completion of assignments to our client's satisfaction. Additionally, he applies his training and field experience by providing technical support services to franchisees as needed.

Keeping Up to Date as an Entrepreneur

KEEPING UP TO DATE AS AN ENTREPRENEUR
 July 2, 2024 |  Inspection Tips, Business Tips, Social Media, Franchise |  inspection industry, training, business growth, motivation, entrepreneur, email marketing

By Jon McCreath, NPI, Inc.'s Technical Supervisor & Training Administrator

When running a business, owners work extremely hard to find their unique strategy for consistent success. Winning over a share of the market takes time and plenty of energy, but one common pitfall that entrepreneurs frequently encounter is losing that initial fire to learn and experiment.

Too often, professionals find a comfortable place in their industry and then fall further and further behind while competition follows trends and implements what works into their businesses. So, what’s the solution? How do small business owners stay up to date in their industry?

In the home inspection industry, some may point towards licensing requirements in each state as a solution, but this doesn’t resolve the problem for a couple of reasons:

1. Home inspectors in licensing states may only be motivated to take continuing education (or CE) classes to meet their state’s requirements. This means that many inspectors in these states do the bare minimum to get by, and no more.
2. Many states don’t require home inspection licensing at all, which means that inspectors in these non-licensing states often either don’t have the motivation or don’t see the purpose of taking CE courses to further their knowledge.

Ultimately, keeping up to date with your industry has to start with an internal desire to improve your services and elevate your business. Required courses will not cut it! So, for any property inspectors out there who want to keep their business practices and their personal knowledge on the cutting edge, let’s discuss a few of the top strategies.

5 Ways to Stay Up to Date in the Home Inspection Industry

1. Take Continuing Education Courses
Beyond meeting their standard state licensing requirements, home inspectors should make it a priority to regularly take CE courses as an investment in themselves and in their business. Seeking certifications in commercial inspections or specialty training (like stucco inspections) will not only expand the services that an inspector can offer, they expand understanding of building science altogether.

Even periodically re-taking courses that cover subjects that have been previously mastered can provide valuable insights on how modern building practices may have caused things to change. Earning advanced certifications is just another way that a home inspector can establish their credibility to new clients early on and ultimately drive more business.

Note: Another great measure for any business’ credibility is their star-rating on Google! Here are a few strategies you can use to earn more Google reviews for your business.

2. Join Industry Communities
Whether you choose a national industry association like InterNACHI, ASHI, or CAHPI in Canada (who all also offer various CE opportunities), a local REALTOR association, or a franchise (like National Property Inspections), finding a community of like-minded professionals is absolutely crucial. Many inspectors will point to their own experiences in the field as their best teachers since every home presents new potential defects and unique solutions to their specific problems.

Networking groups can expose inspectors to people of different backgrounds they never may have met otherwise. Most importantly, they can reveal which trends are becoming prominent much more quickly to those within their communities. For learning about new marketing strategies, new tools, and new industry standards, these communities are what separate good inspectors from great ones.

3. Subscribe to Newsletters
Information has become more and more accessible as the years have passed, and today there are tons of great newsletters, YouTube channels, and even podcasts that provide free, high quality content on a regular basis. Small business owners have a wide selection of sources for marketing and business management content creators, but here is a quick selection of some of my favorite building science sources

The Build Show Network

Construction Instruction

@ReimagineBuildings on YouTube

@ThisOldHouse on YouTube

For more podcasts on business development, marketing, and the home inspection industry, check out our previous recommendations!

4. Dedicate Yourself to Research
Clearly, there are many different sources of knowledge that inspectors can tap into to stay ahead of the competition, but the real key is a personal dedication to learning. Those who use their resources to find an answer to something odd they’ve encountered in the field will find that their ability to retain that new knowledge is much better than those who rely too much on their mentors.

While developing a relationship with someone you can reliably call or contact to discuss findings that have you stumped is certainly valuable, let this be a reminder not to become too reliant on that support system! Sometimes, professionals just need to flex their research muscles. Business owners that develop a good process for research will see their time investment pay off in dividends!

5. Stay in Touch with Your Clients
As a final thought, although home inspectors will certainly be more aware of their industry than their clients, tracking client perception and satisfaction is key for growth. If long-time clients or referral contacts have started working with someone else, the reasons for that change can provide insights on your region or the industry as a whole.

If you’d like to improve your communication with clients and business partners, consider establishing your own email newsletter, investing in social media, or even hosting a client appreciation event.

Keeping up to date with the industry can be tough, but those that employ a few of these strategies should have an easier time keeping up with their competition. If you’d like to learn more about what resources you gain by franchising with National Property Inspections, you can grab a free info packet today!

About the Author
Jon McCreath, Technical Supervisor & Training Administrator
A former NPI franchise owner and real estate agent, Jon joined the NPI corporate team in 2019. With his inspection expertise and foundation in classroom instruction, Jon teaches and mentors new franchisees during their two-week training course in Omaha. He also handles technical support calls during and after office hours and guides franchisees through the state licensing process.