I've had a lot of people ask me how we became 10x the size of our competition in Kansas City with 5 years of business. The answer is simple: its the way we marketed ourselves.
Most companies depend on word-of-mouth advertising from satisfied customers. That's call organic growth. Its good, but its slow. We chose a more non-traditional method called "Fishing Where the Fish Are."
Its also called Vertical Marketing. What it boils down to is this: we focused our marketing efforts where the most customers reside. Common sense, right? It is, except in our industry. Its common sense to assume the home buyer is our customer because they're the ones who actually hire us and write the check.
In the home inspection industry, the buyer is not our client. Our client is the Real Estate agent. They provide 95% of our business, and receive 95% of our marketing efforts.
I knew Vertical Marketing would work because over the past 30 years, I've worked for a couple Fortune 500 companies, and had the privilege of learning from some of the best marketing minds in the world. I took what I learned from them, and applied it to my business.
Vertical Marketing has three elements:
Data mining if how you find the top producing agents in your area.
Cross-Media Exposure is communicating by email, LinkedIn, Facebook, Instagram, etc. all social media platforms. Note we don't call it cross-media advertising. We call it cross-media exposure. We don't try to sell anything. All we provide is that every agent desperately needs: information. The message we want our agents to hear is: "Its not About Us."
Staged Events: These are Lunch & Learns, pizza, coffee, donuts, Basically anything we could do to get in front of a group of agents for 5 minutes. Doesn't sound like much, but if you choose the right words and deliver it in a compelling manner, agents will respond.
For more information on Vertical Marketing, you can visit our website https/::www.lhifranchise and take a look at the video.
Try Vertical Marketing. It works!
Take care, and good luck!