Editor’s
Note: First
in a series of high-powered marketing help for inspectors and other real estate
professionals from Nick Gromicko, Executive Director of the National Association
of Certified Home Inspectors (NACHI), the
fastest growing professional organization of inspectors in the country.
How
to Create a Winning Brochure
By Nick
Gromicko
The home inspection business is different than any other business because you
typically don’t meet your client until after he/she hires you. This
means that growing your business is almost all marketing and very little sales. A
key part of successful marketing is your home inspection brochure. Since your
client won’t get to meet you until after you’re hired, your home inspection
brochure- not you, defines your image. You might only get this one
shot, so make it a good one.
The brochure should generate
sales leads, provide documentation to justify your fees and sell additional
services. In short, the goal of a home inspection brochure is to sell more
inspection services to more people more often for more money.
Real
estate agents are more influenced by marketing than the general public. Agents
often can’t tell a good inspector from a bad one. Many don’t know what
a joist is. However, agents do recognize strong marketing- they’re in
the marketing business! Because agents are so influenced by marketing, the
quality of your brochure has to be top notch.
Avoiding the Un-Sell
A quality brochure implies that you are veteran inspector. A cheap brochure
implies that you are inexperienced. If you are a veteran inspector with a
home-printed, cheap-looking brochure, you will look like a newbie. By the
same token, a high quality brochure will help convince agents that you are
competent, no matter what level of experience you have. A brochure can sell or
un-sell...it’s up to you.
Deliver
the Message
If your brochure design
is just a hodgepodge of material without a well-planned, focused message,
don’t even print it. What is the message? It’s simple: I am the quality
home inspector you want to hire.
Headline
Magic
The headlines
are often all that is read. If you can say the same thing using fewer
words, do it. Readers scan your brochure, so your headlines should read
like a news story. Think of brochures as nothing more than garbage on its way to
the trashcan. Your job is to get a message delivered on the way. Keep your
headlines short. If you must break up a headline so it fits on a tri-fold
brochure, try to find a natural break. The second line should be longer than the
first, if possible, but breaking at the natural pause takes precedence.
Worst
ABC Home Inspections is num-
ber one in Kentucky.
Better
ABC Home Inspections is
number one in Kentucky
Best
ABC Home Inspections
is number one in Kentucky
Another
mistake is to put a period at the end of a headline. Periods stop readers
from going further, which is why newspapers don’t use them at the end of
headlines.
Brag
On
Avoid
minimum-expectation tag lines or slogans, such as: ABC Inspections: “Thorough
and friendly service is our motto.” You better be thorough and friendly! There
is a general overuse of the words thorough, professional and quality
in our industry. Avoid these well-worn adjectives.
Here is a better slogan: “ABC Inspections: Members of the National Association
of Certified Home Inspectors: Inspected once, inspected right.” “Inspected
once, inspected right” is a slogan that projects confidence and
competence and implies that if you don't hire ABC Inspections, you might have to
pay to have it done all over. NACHI members are free to use the trademarked
slogan as they wish.
Words
that Sell
The overall impression your brochure conveys is more important
than the actual information. There are certain words that sell inspection
services: You/Your:
Talk directly to the reader. Instead of writing: "Our clients receive the inspection report…",
try writing, "You
will receive your report."
If
you are a one-man operation, say so. Customers seek personal service.
Instead of writing: "Our
company's goal is... " or "We at ABC Inspections
seek to..", try
writing, "I
will perform..."
Certified:
The
word "certified" is
the ultimate testimonial. Use this word.
Benefit:
Most
home inspection brochures state the benefits of a home inspection.
However, they neglect to actually include the word "benefit."
So try writing, "As an added
benefit, ABC Inspections..."
Be
Easy
Homebuyers want the
process to be simple. So write, "The
report will be easy to read and understand." Full
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