Have you heard of disruptive technology…
A disruptive technology is a technology that significantly alters the way that businesses operate. A disruptive technology may force companies to modify the way they approach their business or risk becoming irrelevant.
Now, let’s look at the real estate industry…
Just a few short years ago, there was no such thing as the internet. Real estate agents had exclusive access to all of the real estate listing data, and there wasn’t much transparency or speed in viewing listings, checking comps, and making offers. All this data was offline and completely controlled. But today, everything has changed.
Now, in no time flat, home buyers can view all the data on the MLS, as well as online sites like for sale by owner. They can easily conduct research to check on comps and other market trends by zip code if they desire. And, home sellers can receive instant offers for their home from several companies offering that service.
Truthfully, many of the reasons that real estate agents were needed or had value have disappeared. Disruptive technology has reared its head in other industries already. However, this technology shift in the real estate industry could be one of the biggest and most impactful to date.
With that said, I want you to know that I am not one of those in the anti-real estate agent camp, heck, my real estate agent was so good I married her!
So here is the real question for your home inspection business…
When real estate agents go away, or their hold on the home buyer is marginalized how are you going to replace the home inspections you got from them in the past? I don’t want the disruptive technology in the real estate space to force you out of business.
Real estate agents are still a good source of referrals today, and you should continue to effectively market them while they are still part of the process, but I want you to put less and less of your eggs in that basket and start shifting more of your resources into developing your online presence.
Going directly to the public for home inspections via the internet is the future of home inspection marketing. Using the internet you can extend your company’s reach, let home buyers know what’s in it for them by using your firm and showcase those all so important 5-star reviews.
One of the most important tools needed to get business from the internet is a converting website, in other words, your website needs to convert visitors into paying customers if it doesn’t do that you lose. Most home inspector’s websites are all about them, and that’s not what the home buyer wants to see. In the first five seconds, they want to understand what’s in it for them by using your firm. They already know they need a home inspection, what they are trying to discover on your website is why should the choose you.
Your website is so important to marketing your home inspection business that you can’t ignore it. Not only does your website need to contain the information that allows home buyers to convince themselves that you are the firm to protect them from buying the money pit but it also has to show up in the search engines so home buyers can see it.
When was the last time you conducted a website audit on your site? If you’re like most home inspectors, the answer is never. However, the first step to change is awareness but if you aren’t aware of problems with your website you can’t get them fixed and this can prevent your site from showing up in places where home buyers are looking for a home inspector. Ouch!