Artwork for podcast The Home Inspector Marketing Podcast
Your Marketing Strategy
Episode 2830th August 2021 • The Home Inspector Marketing Podcast • Coach Blueprint
00:00:00 00:30:37

Share Episode

Shownotes

Are you really taking all the variables into consideration when devising your marketing strategy?

If you want to reach Mike or have a question for him, contact us at hello@coachblueprint.com

Transcripts

Speaker:

Hi, this is Mike Crowe, and I run home inspection business.

Speaker:

In fact, I've run a couple of home inspection businesses.

Speaker:

You know, true joy for me, though, has been helping literally

Speaker:

thousands of home inspectors build really solid home inspection business as well.

Speaker:

We can help a single man operation be able to do over three hundred

Speaker:

thousand dollars a year,

Speaker:

maybe all the way up

Speaker:

to 400 thousand dollars a year as a single inspector operation.

Speaker:

Even better for me is the 80 plus companies that we have helped

Speaker:

be able to build million dollar home inspection businesses.

Speaker:

I would like to help you be able to do the same thing.

Speaker:

Hey, everybody, this is Mike Crowe with Coach Blueprint,

Speaker:

and we are in the process of going through the book,

Speaker:

the e myth the new version of it out there is called The e myth Revisited.

Speaker:

And by the way, the e myth Revisited reads a little better, a little easier.

Speaker:

So that's all good.

Speaker:

But I am teaching from the e myth because that's what I learned

Speaker:

from probably, gosh, almost 30 years ago.

Speaker:

And I still have the book.

Speaker:

It's still marked up and and has different highlights and notes in it.

Speaker:

And so I'm going back to the book that helped me literally change

Speaker:

my business once everything kind of tried to fall apart on me.

Speaker:

And I was wondering what I did wrong.

Speaker:

And then what I realized was I built it wrong.

Speaker:

I hired my first consultant, my first coach, and he taught me this book,

Speaker:

which at that point, again, was brand new out in the industry and everything.

Speaker:

Maybe it wasn't quite 30 years ago. Sometimes things got away from us.

Speaker:

Last time we talked

Speaker:

about one of the most important parts, and that was your people strategy.

Speaker:

And how do you get people to want to get it done? Right.

Speaker:

And a lot of times I hear people say, how how do you want to get it done?

Speaker:

So they do it exactly like you.

Speaker:

Well, for starters, they're never going to do it exactly like you.

Speaker:

But you want it done right. You want it done in the same order.

Speaker:

You want it done with the same efficiency, if possible.

Speaker:

And it can be a little more tricky than you might think.

Speaker:

But we talked about that last week. And if you haven't heard that one.

Speaker:

Oh, boy, it was good.

Speaker:

It was important. And there's still a lot to learn on that.

Speaker:

You'll always be learning how to deal with people the entire time

Speaker:

you're in business every day.

Speaker:

I'm learning a little bit about how to work with people.

Speaker:

I just came back from another seminar this week that I was at.

Speaker:

And one of the things that I watched and learned was, you know,

Speaker:

what it takes to really help people want to make the right decisions,

Speaker:

because the world is actually trying to encourage them

Speaker:

to make the wrong decisions.

Speaker:

You need to know that.

Speaker:

You need to be aware that that's happening to you very likely,

Speaker:

which is one of the reasons I say, you know, be successful and be around

Speaker:

those that are successful, because successful people,

Speaker:

you'll see more right decisions than you will see wrong decisions.

Speaker:

You'll still see some wrong, but you'll see a lot more right decisions.

Speaker:

All right. So Chapter 17 is your marketing strategy.

Speaker:

Now, this chapter is actually pretty simple, pretty easy.

Speaker:

And it doesn't begin to cover all of the things in marketing.

Speaker:

In fact, we have been doing a three day boot camp on BIGBANG Marketing,

Speaker:

which is my marketing campaign that I helped people understand

Speaker:

and put together out there to do so much.

Speaker:

But it has a couple of good points.

Speaker:

We're going to talk about it a little bit,

Speaker:

and then I'm going to try to expand on it a little bit more.

Speaker:

One of the things I want to expand on right up front that's not in the book

Speaker:

is the difference between a client and a customer.

Speaker:

So a client is the person that a lot of times is paying you for your service.

Speaker:

So if you take real estate agents, they understand this really, really well.

Speaker:

If they go list a house, that home that they're listing, that seller,

Speaker:

that is their client.

Speaker:

But as soon as they put a sign in the front yard or put it out there, then

Speaker:

hopefully a buyer comes along and goes, oh, man, we'd love to see this house.

Speaker:

Could you show it to us?

Speaker:

And a lot of times they call the agent on the sign.

Speaker:

All right. And so the agent says, yeah, I'd be glad to show it to you.

Speaker:

Ah, you do need to know that,

Speaker:

you know, there's paperwork now and all this that covers this.

Speaker:

But you need to know that I'm working for the the seller and you.

Speaker:

So now the real estate agent has a client and a customer.

Speaker:

Which one do they owe a duty of responsibility to?

Speaker:

Both. Now, this is the big secret that I teach that

Speaker:

makes my marketing completely different than everybody else's.

Speaker:

As a home inspector, our client is the buyer

Speaker:

of our services, and in most cases, that's the person buying the house.

Speaker:

Like 90 plus percent of the time, the person buying the house is paying

Speaker:

for our home inspection.

Speaker:

And we want to make sure we take absolutely great care of them.

Speaker:

What I do on top of that that makes it a little bit different

Speaker:

is that there are like 11 other entities involved in a real estate transaction.

Speaker:

And most home inspectors, 95

Speaker:

plus percent of them all go, I wish they would all leave me alone.

Speaker:

I'm working for the home buyer.

Speaker:

Well, of course, you're working for the home buyer.

Speaker:

But what makes me different is I realize I'm not working for just the home buyer.

Speaker:

Yes. Highest duty responsibility to the home buyer.

Speaker:

They don't take great care of them.

Speaker:

Not going to cut any slack on the home inspection.

Speaker:

But I start building into all of my systems

Speaker:

things that will help the listing agent and the buyer's agent and the

Speaker:

mortgage company, the title company and the insurance company

Speaker:

and so forth and so on.

Speaker:

OK, because when I do that, then all of those other people

Speaker:

will start recommending my company to more buyers.

Speaker:

Now, when those people start recommending me, I call them MAVEN's.

Speaker:

A mavin is a person that influences

Speaker:

somebody else's buying decision, and they do it on a regular basis.

Speaker:

All right. It's not just a one time thing.

Speaker:

It's not like you put something out on Facebook.

Speaker:

Go, hey, you should go buy Apple Computer. All right.

Speaker:

And they go, oh, yeah, I should go do that.

Speaker:

Imagine somebody were

Speaker:

teaching you how to do video editing and do a lot of stuff.

Speaker:

And they had classes and they had 10 people in the class

Speaker:

and they go say, you should go help somebody.

Speaker:

You should go get an Apple computer

Speaker:

and you should go get this kind of Apple computer.

Speaker:

That person that's teaching the class is amazing.

Speaker:

And that's what I want to make sure that you realize and see and hear

Speaker:

on top of all of those other parts there.

Speaker:

All right. So in the book, it says customer, customer, customer, customer.

Speaker:

So here's what I want you to see.

Speaker:

I have kind of defined client versus customer in my book in my world.

Speaker:

The maven is our customer.

Speaker:

Are they paying us? No.

Speaker:

But if you think about it, in a real estate transaction,

Speaker:

the buyer of the house is not paying the real estate agent either.

Speaker:

The seller is paying them.

Speaker:

The seller is paying them completely, OK.

Speaker:

The buyer is not paying the buyer's agent even at all.

Speaker:

But there's still a customer.

Speaker:

So I want you to understand the big difference that I took

Speaker:

and turned around on that was that, hey, the client, the home buyer

Speaker:

who's paying us, we are going to take great care of them.

Speaker:

But we have several customers that were also trying to make sure

Speaker:

there's happy in the transaction.

Speaker:

So as I go through this

Speaker:

and I want you to hear when I say customer, I want you to hear Mavor,

Speaker:

because there's only three ways to grow your business, to grow your revenue.

Speaker:

One is to go get new customers. OK, or maven's.

Speaker:

And in some cases, clients, people will try to go straight to get clients.

Speaker:

But if I can get a customer a mavin,

Speaker:

they will recommend me on average five times a year.

Speaker:

Now I have some maven's that recommend us over a times a year.

Speaker:

Two other buyers that they're working with.

Speaker:

Those are some top producing agents. All right.

Speaker:

And then I have some, you know, people that will recommend us once

Speaker:

and we'll never see him again.

Speaker:

All right. So not a really strong maven, but on average,

Speaker:

a maven will recommend you about five times a year.

Speaker:

And so it's very, very important that you see that.

Speaker:

So as I'm going through this and he's you hear me say, customer,

Speaker:

I want you to think, Mavin, I want you to think about that person

Speaker:

that can refer you, because the challenge in most cases

Speaker:

is that the home buyer is going to use you once and they're done OK.

Speaker:

And you're looking for someone that you can work with on a regular basis.

Speaker:

So one is go get new customers. OK.

Speaker:

Two is to get those customers

Speaker:

and or your clients to pay you more money per inspection.

Speaker:

And by the way, when I show you how to raise prices, when to raise prices,

Speaker:

how to charge properly for your service, you're probably going

Speaker:

to make on the low side 40 dollars more per inspection on the high side.

Speaker:

Two hundred dollars more per inspection.

Speaker:

I know that sounds unrealistic, and I probably should have said less

Speaker:

because you might not believe it.

Speaker:

But when you see the thousands and thousands of people

Speaker:

that I have trained and coached,

Speaker:

you will realize that it's it's not that unbelievable at all.

Speaker:

I have one gentleman in California right now. Love him. OK.

Speaker:

You'll get a chance to meet him hopefully at some point.

Speaker:

But when he first started with us, his inspections were about

Speaker:

a hundred and fifty dollars less than they are right now. OK.

Speaker:

And when you can charge properly for your service,

Speaker:

it's amazing how many things you can add

Speaker:

to your service that make you different than everybody else.

Speaker:

All right. Oh, by the way, the third part was to get your customers

Speaker:

to use you more frequently.

Speaker:

In other words, get your referring partners to refer you more frequently.

Speaker:

So one was new clients or customers, too, was get two people to pay you more.

Speaker:

OK, and three was to get them to refer you more.

Speaker:

If you're a restaurant,

Speaker:

you want them to come into your restaurant maybe more often.

Speaker:

One of the things that I tell, especially at home inspectors

Speaker:

and I was talking with a

Speaker:

top producing agent today and he coaches a lot of real estate agents.

Speaker:

Was that you know?

Speaker:

When I teach a home inspector, I'm saying

Speaker:

you're either doing inspections or you're marketing.

Speaker:

Now, that's not 100 percent true, but that's so important to understand

Speaker:

the essence of that until you have enough business.

Speaker:

And until you set somebody else up in your business.

Speaker:

So they're doing the marketing for you.

Speaker:

You're either marketing or doing inspections.

Speaker:

It's really that simple right up front. OK.

Speaker:

And so in the book, it says,

Speaker:

marketing strategy starts, ends and lives and dies with your customer.

Speaker:

That's very important.

Speaker:

And because one of the things he talks about

Speaker:

is the development in your marketing strategy.

Speaker:

It's absolutely imperative that you forget about your dreams,

Speaker:

forget about your vision, forget about your interest,

Speaker:

forget about what you want, OK?

Speaker:

Forget about everything but your customer.

Speaker:

What do they need? What do they want? What are their dreams?

Speaker:

And when it comes to marketing, what you want is unimportant.

Speaker:

What you want is unimportant.

Speaker:

It's what your customer wants that matters.

Speaker:

Now, in our business,

Speaker:

we have to make sure we take really good care of our client, the home buyer.

Speaker:

But what makes my businesses different

Speaker:

and the hundred plus businesses that I've helped people understand

Speaker:

what they need to do to grow

Speaker:

into a million dollar business is what do the customers want as well?

Speaker:

What did their maven's want as well?

Speaker:

And when we start putting those pieces into place, everything changes. OK.

Speaker:

And so what your customer wants is significantly different

Speaker:

probably than what you think he wants.

Speaker:

Now, the good thing is you want to go find somebody

Speaker:

that Ari understands what your customers maven's want.

Speaker:

OK, inside of all that it did right down here, a quote from Zig Ziglar

Speaker:

that I've lived by my entire life, and that is basically when you help

Speaker:

other people get what they want, you'll get everything you want.

Speaker:

OK, it's not an exact quote, but you understand the essence of it

Speaker:

when you help other people get what they want.

Speaker:

You're going to get everything you want.

Speaker:

And that's one of the reasons

Speaker:

why life is so blache, just because I have lived by that.

Speaker:

And my whole philosophy is help people help themselves

Speaker:

when I help people help themselves.

Speaker:

I have gotten everything I need and want and desire

Speaker:

in my life, and it's been one of those cool things.

Speaker:

So when you see a customer, when you see somebody

Speaker:

and you're trying to get you're trying to influence them.

Speaker:

Here's what he puts in here in the book I thought was pretty good.

Speaker:

Imagine them having this little probe sticking up out of their head

Speaker:

like an antenna. OK, because that's what it is.

Speaker:

And at the end of the antenna is a sensor and it's beeping away like crazy.

Speaker:

And here's what you need to know.

Speaker:

They are reading

Speaker:

all of these signs of whether they want to do business with you or not.

Speaker:

They're talking about colors, shapes, sounds, smells, your store, your office,

Speaker:

the restaurant where they're meeting you for lunch,

Speaker:

but they're taking up all of these sensory data from you, OK?

Speaker:

It might be how you're sitting or standing the color of your hair,

Speaker:

how your hair is calm, the expression on your face and in the old days.

Speaker:

One of the things I tried to keep in mind was that most of my customers

Speaker:

maven's were slightly older women than average and very, very conservative.

Speaker:

Now, a lot of that's changed over the years,

Speaker:

but still in the very beginning.

Speaker:

I just don't want to wear t shirts. I don't want to wear shorts.

Speaker:

I don't want to wear some hat that has some really bad message on it

Speaker:

and a shirt on a t shirt that has a bad message on it.

Speaker:

So when we talk about colors and shapes and sounds and what you wear

Speaker:

and what you don't wear, then all of that makes a difference now.

Speaker:

I want to say this very carefully.

Speaker:

If you have any of those characteristics, let's say you have tattoos,

Speaker:

let's say you have piercings, you can market past all of that. However.

Speaker:

It's easier when you don't have to market past that.

Speaker:

Sometimes people go, well, I don't have anybody get mad at me

Speaker:

and they're covered with tattoos.

Speaker:

And by the way, we now have inspectors that have tattoos.

Speaker:

But in the beginning, I wouldn't hire people with tattoos

Speaker:

and I don't allow and I don't recommend facial hair. All right.

Speaker:

We have gotten easier on that, too, especially during the wintertime.

Speaker:

I read a book years ago called Dress for Success,

Speaker:

and you want to make sure that you're dressing

Speaker:

so that people feel more comfortable with you.

Speaker:

So nothing escapes that sensor

Speaker:

and it kind of absorbs all the stimuli from the environment.

Speaker:

Nothing escapes your customer as he absorbs the information

Speaker:

he is using to make a decision whether to buy or not buy from you.

Speaker:

By the way, this is one of the reasons your client coordinators are so important

Speaker:

or whoever answers your phones, because our inspectors are great.

Speaker:

They're wonderful, they're amazing.

Speaker:

However, if the people that answer our phones messed that up,

Speaker:

the buyer never gets to see how good of an inspection we did.

Speaker:

Now, if we're lucky,

Speaker:

they're doing the mavin and there is the customer and they know.

Speaker:

And so if they had a bad experience once, then they may give us a

Speaker:

little bit of grace. But you need to be very careful of that.

Speaker:

So think of the sensor, that antenna as your customers conscious mind.

Speaker:

Its job is to gather up the information needed for a decision.

Speaker:

And most of what it does, however. This is important.

Speaker:

Most of what it does, however, is unconscious, unconscious.

Speaker:

And it's more like a habitual decision making.

Speaker:

And the decision is made by your customers unconscious mind.

Speaker:

All right. So, again, the first thing is

Speaker:

that you need to know that they're taking in all of this data.

Speaker:

The second thing is you need to know that their unconscious mind

Speaker:

is making decisions based on their past

Speaker:

environmental habit , history or behavioral history.

Speaker:

When you realize that,

Speaker:

you have to start realizing, you have to think deeper than you might

Speaker:

at any other time when you're building your marketing strategies.

Speaker:

OK, so in your customers, unconscious mind is where all the action is happening.

Speaker:

And it's one of the most important parts. And in fact.

Speaker:

You probably know this, but for instance, in a television commercial,

Speaker:

the sellers made or lost in the first three or four seconds. OK.

Speaker:

In a print ad, 75 percent of the buying

Speaker:

decisions are made at the headline alone.

Speaker:

All right. In a sales presentation and presentations are your fastest number

Speaker:

one thing you need to do is make sure that you can build your business.

Speaker:

And if you can't do it, we hire people to go do those for us.

Speaker:

All right. And the sell is made or lost

Speaker:

in the first three minutes of the presentation.

Speaker:

And so it's very important that you understand how quickly somebody's

Speaker:

subconscious or unconscious mind

Speaker:

can make those determinations or whether you can buy something or not.

Speaker:

It's kind of funny

Speaker:

because we talked about this earlier and I kind of mentioned it earlier.

Speaker:

But first, it's research shows that the Navy suit, the Navy blue suit is

Speaker:

perhaps the most powerful suit a person can wear in business.

Speaker:

And you have instant impact and people

Speaker:

feel instantly more comfortable with you with that.

Speaker:

And in fact, did the guy that created Revlon,

Speaker:

it was said that he had two hundred and twenty suits.

Speaker:

All of navy blue.

Speaker:

OK. Because he knew that worked.

Speaker:

Now, once I figured that out from reading the book,

Speaker:

especially on how to dress for success,

Speaker:

and then I studied a bunch of other things, I realized, man,

Speaker:

that was the only color suit I was ever going to wear for doing

Speaker:

presentations like at real estate offices and different things as well.

Speaker:

All right. Now, since then, suits have become less and less important.

Speaker:

But I will tell you that,

Speaker:

you know, a lot of times when you're in the right circles,

Speaker:

you still see lots of suits.

Speaker:

I went somewhere the other day and four out of five people all had suit

Speaker:

jackets on. Some of them had suit jackets and ties on. OK.

Speaker:

So it's important that you understand that.

Speaker:

Now, here's what you may not understand.

Speaker:

You may go, well, that's not fair.

Speaker:

Because if you're thinking about facial hair,

Speaker:

if you're thinking about tattoos, if you're thinking about piercings

Speaker:

and you're thinking about all this other stuff

Speaker:

and you think they should use you anyway, you're right.

Speaker:

They probably should use you anyway.

Speaker:

However, their subconscious, though, their unconscious mind,

Speaker:

is already making decisions on whether they want to do business with you.

Speaker:

I'll give you an example here.

Speaker:

Use uses in the book. So.

Speaker:

You go in and you see this guy in this great navy blue suit

Speaker:

and does a great presentation and all that, and you go, wow, OK.

Speaker:

And your subconscious feels comfortable, whether you know it or not now.

Speaker:

Same exact presentation, same exact everything.

Speaker:

But you go in and the guy is wearing an orange suit, bright

Speaker:

orange, OK, an expensive one at that, maybe.

Speaker:

And he's wearing a white on white silk shirt and a green and white striped

Speaker:

Italian silk tie, maybe a silver belt buckle

Speaker:

with his initials in green

Speaker:

jade across the face of it, and a diamond tie pin to care

Speaker:

glimmering out at you just above, you know, the button of his vest

Speaker:

and a pair of white lizzard cowboy boots. OK.

Speaker:

Which one would you feel more comfortable buying something from?

Speaker:

See, the decision shouldn't be on whether it's orange or blue,

Speaker:

but your subconscious made a decision before you did.

Speaker:

And you need to understand that when you're out there marketing,

Speaker:

that's part of it.

Speaker:

And by the way, that's just getting your foot in the door, step part of it.

Speaker:

And you can think about it.

Speaker:

Don't take too long because that guy's out of business. Right.

Speaker:

There have been a couple of cases where I've actually joked

Speaker:

and I've actually dealt with people that wore orange suits,

Speaker:

but it was for an impact on some different things.

Speaker:

And so we had some fun with that.

Speaker:

So the fact that you couldn't conduct serious business

Speaker:

that way with the man in the orange suit, because, you know,

Speaker:

you could if he were wearing blue, says that there's no such thing as reality

Speaker:

because reality means it shouldn't have made any difference. But it does.

Speaker:

And someone said this, and I thought it was very profound.

Speaker:

You know, you hear people all the time tell you things.

Speaker:

And by the way, a lot of times you hear stuff that said

Speaker:

over and over and over and over again, it isn't true. All right.

Speaker:

So here's one of those.

Speaker:

Find a need and fill it. Find a need and fill it.

Speaker:

It sounds accurate, but it's not.

Speaker:

It's totally inaccurate.

Speaker:

What you should do is find a perceived need,

Speaker:

find a perceived need, something they think they need and fill it.

Speaker:

Because if your customer doesn't perceive he need something,

Speaker:

he doesn't, even if he actually does.

Speaker:

I mean, I hope you get that even if he actually does need it,

Speaker:

if he doesn't understand that he needs it or has a perception of needing it,

Speaker:

then you're dead in the water.

Speaker:

So those perceptions are at the heart of your customers decision making process.

Speaker:

All right. And so here's the question.

Speaker:

Are you beginning to get a sense of the complexity of the business

Speaker:

called marketing? And it's so, so important.

Speaker:

And I want to make sure that you see that and you feel that because so often.

Speaker:

People do not understand how complex marketing is, and it's one of the reasons

Speaker:

I have a three day boot camp on marketing, and if you're interested in the three

Speaker:

day boot camp, sent an email to hello at Coach Blueprint.

Speaker:

I don't even know when the next one is,

Speaker:

but I can let you know when the next one is

Speaker:

and when that's scheduled, and we can put you on the list for that one.

Speaker:

Usually they're filled up and usually I only allow a certain number of companies

Speaker:

and it's and it's a small number of companies

Speaker:

to come to that boot camp because we want to pay special attention

Speaker:

to each and every company during that and everything, OK?

Speaker:

And so anyway, I'm hoping you're understanding it,

Speaker:

because until you understand and until you begin to take your marketing

Speaker:

seriously, OK, until you give it the earnest attention it demands,

Speaker:

your prototype business

Speaker:

that we've been talking about building will continue to be only that, OK?

Speaker:

It could hope to be under the under the circumstances of maybe a crapshoot.

Speaker:

You know, hey, let's roll the dice and see what it comes up.

Speaker:

All right. And unfortunately, you may or may not get what you want.

Speaker:

And in fact, I'm going to tell you a big secret.

Speaker:

You want to write this one down?

Speaker:

You were not in the home inspection business.

Speaker:

You are in the business of marketing a home inspection business.

Speaker:

You're not on the home inspection business or whatever kind of business you're in.

Speaker:

You have a restaurant, you're not really in the restaurant business.

Speaker:

You're in the marketing of the restaurant.

Speaker:

If you're a CPA, you're not really you're not really just a numbers person.

Speaker:

You're not really just a CPA.

Speaker:

You're in the business of marketing, CPA services.

Speaker:

This is so important.

Speaker:

And it's one of the biggest breakthroughs

Speaker:

that when I'm coaching people, they finally get and they understand.

Speaker:

So your business is a lot more fragile as a small business.

Speaker:

Your business is a lot more fragile than, say, a big business like Wal-Mart.

Speaker:

Wal-Mart can make some big mistakes, make million dollar mistakes,

Speaker:

and they'll survive it. Now, you can't afford that.

Speaker:

You might not be able to afford a ten thousand dollar mistake. All right.

Speaker:

And trust me, I've seen people

Speaker:

make those kind of mistakes and sometimes they go out of business because of it.

Speaker:

So you've got to make sure that that 10000 dollars that you're

Speaker:

getting ready to put into marketing is done and done right.

Speaker:

If you have 10000 dollars for marketing, how are you going to market your business?

Speaker:

And in the old days, I remember this and and you will laugh at this now.

Speaker:

But you have to know that 35 years ago, it was considered

Speaker:

a big thing to be in the Yellow Pages.

Speaker:

I told people years before

Speaker:

the Yellow Pages went out of business, I want to take that ten thousand dollars

Speaker:

that I'm paying in Yellow Pages and I want to put that into.

Speaker:

Well, what we call Big Bang marketing, which is basically making sure

Speaker:

that we're doing presentations at real estate offices, helping the

Speaker:

the MAVEN's understand who we are.

Speaker:

And of course, we do all of that more now.

Speaker:

And the 10000 gets me five times the effect.

Speaker:

As it would have if I spent it going after just homebuyer's, for instance.

Speaker:

OK, so if anything, you've got to take

Speaker:

your marketing more seriously than even a big business does. OK.

Speaker:

Even Macdonald does.

Speaker:

And we have kind of entered into an unforgiving age.

Speaker:

And I've talked about this many, many times.

Speaker:

We are in an age where countless small businesses will either accept

Speaker:

the challenge of an information blooded society. In other words,

Speaker:

there is so much information out there that you get lost in it.

Speaker:

And if they're not aware of that, they could easily be destroyed by that.

Speaker:

So one of the things that I want to make sure that you understand is that

Speaker:

we are in an age in which your customer or maven

Speaker:

is literally is covered up with products and promises

Speaker:

that he becomes swamped in confusion and indecision.

Speaker:

In fact, I tell people, if you want somebody to not make

Speaker:

a decision, confuse them.

Speaker:

That's all it takes. Confuse them.

Speaker:

And they will stop in their tracks and they will not make a decision,

Speaker:

you know, do you want a or do you want B?

Speaker:

In fact, they did this study one time, and I thought it was amazing that

Speaker:

they had this cart at like a state fair type thing or a craft show,

Speaker:

and it had six types of jellies on it.

Speaker:

And then somebody went, Wow, man, we did so good,

Speaker:

we should have twenty six types of jelly.

Speaker:

And so they did.

Speaker:

They sold more consistently every time they tested it.

Speaker:

They sold more jelly when they only had six guys than they did

Speaker:

when they had 26 guys. Consistently.

Speaker:

So a confused customer will not buy

Speaker:

and or will not buy as much. All right.

Speaker:

So the challenge of our age is to learn our customers language.

Speaker:

Our maven's language.

Speaker:

And we have to figure out what it is they want, what their perceived desire is.

Speaker:

Even before they do so, this is one of the reasons

Speaker:

you want to go study somebody that's been doing it for years.

Speaker:

And by the way, be careful.

Speaker:

Recently, I went and visited a restaurant and there were a couple of owners,

Speaker:

and I took some people to go there and studied them.

Speaker:

But the owners had not graduated past the infancy of their business.

Speaker:

And so they were still complaining about still having problems

Speaker:

with a lot of small stuff. All right.

Speaker:

And what you need to do is make sure you're studying somebody.

Speaker:

If you want to build a million dollar business, go study somebody that's built

Speaker:

a million dollar business or maybe built 10 of them or help

Speaker:

10 other people build them.

Speaker:

You know, for instance, I've helped over a hundred people

Speaker:

build a million dollar companies and I've helped a dozen or so

Speaker:

Singleman operations become what I call ironmen, where they're doing over

Speaker:

three hundred thousand dollars a year as a single inspector company.

Speaker:

But you need to make sure that you're understanding what it is

Speaker:

that the MAVEN's want and the clients want.

Speaker:

And, you know, as I go through this,

Speaker:

you might even be a little frustrated in if you get that.

Speaker:

I kind of understand that

Speaker:

because you might ask yourself and I get asked this

Speaker:

all the time, you know, well, how am I going to do all that?

Speaker:

How do I determine my customers? Demographics is psychographics.

Speaker:

What colors do you use, what shapes, what words to use?

Speaker:

But here's what I want you to know.

Speaker:

As soon as you hear yourself asking those questions,

Speaker:

you need to know you're on the right track. All right.

Speaker:

For the purpose of this book was not to answer all of those questions,

Speaker:

but to provoke you into thinking about those questions.

Speaker:

Now, my purpose of my three day Big Bang marketing and my big make

Speaker:

marketing itself and even my coaching is to teach you step

Speaker:

by step, by step by step exactly how to go do that kind of marketing.

Speaker:

And by the way, I was talking with a top top real estate agent today,

Speaker:

and he just sold his house.

Speaker:

And when he sold his house, he had an inspection company come in

Speaker:

because he uses our inspection company like ninety nine point nine

Speaker:

percent of the time.

Speaker:

But he had somebody else come in and do the inspection on his house

Speaker:

because the buyer chose it and there was some different agent or whatever.

Speaker:

And he went, Mike, I really did not understand

Speaker:

how much difference there was in inspectors

Speaker:

until I watched what that guy did compared to what you guys do.

Speaker:

And your inspection is so much more thorough.

Speaker:

His was so superficial.

Speaker:

He said it was just amazing to just see the difference.

Speaker:

So you need to know that, yes, your market needs to be there.

Speaker:

With that, you need to make sure you have a good prototype service to back up

Speaker:

or that you're marketing.

Speaker:

I will promote and the service will back that up.

Speaker:

OK, so it's not how to do it a lot of times, but what needs to be done

Speaker:

when it comes to your marketing. And that's the big thing.

Speaker:

So that is the big thing on the book here of your marketing

Speaker:

strategy, again, are your marketing strategy.

Speaker:

This doesn't get into all the how's the whys, the who's the winds?

Speaker:

We can teach you that more.

Speaker:

In fact, I was just talking with our staff here

Speaker:

and I was going,

Speaker:

you know, after I finish this book, because we only have

Speaker:

like a couple of chapters and the next is a doozy.

Speaker:

And it's a great one, because the next one is your system strategy.

Speaker:

And I am all about systems and we're going to talk about that.

Speaker:

And then it has a couple of other little things that are important towards

Speaker:

the end of the book that will talk about why you do that in a separate one.

Speaker:

But after that, I'm going to take my book Home Inspector Marketing Secrets,

Speaker:

which, by the way, if you want to go get it ahead of time,

Speaker:

go get it out on Amazon. It's out there.

Speaker:

And I'm going to start teaching you some of the basics of the marketing,

Speaker:

because you're not in the home inspection business.

Speaker:

You're in the marketing of the home inspection business.

Speaker:

And it's so important for you to understand that. All right.

Speaker:

Well, we only have a couple of chapters left.

Speaker:

And I want to tell you, thank you for being here.

Speaker:

And if you've been through

Speaker:

all of these chapters with me, feel free to shoot me an email. Hello, coach.

Speaker:

Blueprint dot com. And just let me know how you're doing.

Speaker:

And if you want to get some information on our Big Bang Marketing Bootcamp

Speaker:

or we've actually taken our marketing to online, so we call it

Speaker:

the online BIGBANG marketing, or as the lady that helped me design it.

Speaker:

We call it the accelerator.

Speaker:

You know, you can actually do that as well with us.

Speaker:

And we build that into our boot camp, just so you know.

Speaker:

So you have both of those parts at the boot camp.

Speaker:

Marketing is, in my opinion,

Speaker:

the number one most important thing you will ever do in your business.

Speaker:

People will say hiring the right people. Yeah, you're going to need to do that.

Speaker:

People will say, oh, you've got to deliver the best service.

Speaker:

You need to deliver a really, really good service.

Speaker:

But the best. Now, I am not the best home inspector in the Dallas Fort Worth area.

Speaker:

Now, some of my inspectors, man, there are just incredible inspectors.

Speaker:

But when I was doing inspections, I was a really good home inspector,

Speaker:

but I was not the best by any means in the imagination.

Speaker:

What I am the best at, though, is making sure that the home

Speaker:

buyers, my clients and my maven's both got what they needed

Speaker:

because the average home inspector out there wants to take care of just

Speaker:

the buyer, just the client.

Speaker:

And I wish the agents would get out of their way.

Speaker:

I want to bring them both together and make them both happy.

Speaker:

And if you do your marketing right and you build your servers right,

Speaker:

you can do exactly that. Well, this is micro.

Speaker:

I love to tell you, be successful and be around those that are successful

Speaker:

and never forget this.

Speaker:

The more money you make, the more people you can help.

Speaker:

Have a great day and I'll talk with you again soon.