Episode 28

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Published on:

30th Aug 2021

Your Marketing Strategy

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

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

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

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

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

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

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thousand dollars a year,

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maybe all the way up

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

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

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be able to build million dollar home inspection businesses.

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

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

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

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

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

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So that's all good.

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

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from probably, gosh, almost 30 years ago.

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And I still have the book.

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

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

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

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And I was wondering what I did wrong.

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And then what I realized was I built it wrong.

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

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

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

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Last time we talked

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

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

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

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So they do it exactly like you.

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

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

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

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

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

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Oh, boy, it was good.

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

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

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you're in business every day.

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

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

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

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

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because the world is actually trying to encourage them

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to make the wrong decisions.

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You need to know that.

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

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

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those that are successful, because successful people,

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

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

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All right. So Chapter 17 is your marketing strategy.

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

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

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

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which is my marketing campaign that I helped people understand

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and put together out there to do so much.

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But it has a couple of good points.

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

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

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

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is the difference between a client and a customer.

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

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

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

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that is their client.

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

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

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Could you show it to us?

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

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

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Ah, you do need to know that,

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

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

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

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Which one do they owe a duty of responsibility to?

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

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makes my marketing completely different than everybody else's.

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As a home inspector, our client is the buyer

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

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

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for our home inspection.

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

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

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

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And most home inspectors, 95

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

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I'm working for the home buyer.

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

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

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Yes. Highest duty responsibility to the home buyer.

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They don't take great care of them.

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Not going to cut any slack on the home inspection.

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But I start building into all of my systems

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

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mortgage company, the title company and the insurance company

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and so forth and so on.

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

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will start recommending my company to more buyers.

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

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A mavin is a person that influences

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

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

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

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

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

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Imagine somebody were

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

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

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and they go say, you should go help somebody.

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You should go get an Apple computer

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and you should go get this kind of Apple computer.

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That person that's teaching the class is amazing.

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

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on top of all of those other parts there.

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

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So here's what I want you to see.

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

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The maven is our customer.

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Are they paying us? No.

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

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

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The seller is paying them.

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The seller is paying them completely, OK.

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

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But there's still a customer.

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

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

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

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

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there's happy in the transaction.

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So as I go through this

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

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

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

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

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But if I can get a customer a mavin,

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they will recommend me on average five times a year.

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

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Two other buyers that they're working with.

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Those are some top producing agents. All right.

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

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and we'll never see him again.

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

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a maven will recommend you about five times a year.

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

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

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

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that can refer you, because the challenge in most cases

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

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

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So one is go get new customers. OK.

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Two is to get those customers

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

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

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

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

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Two hundred dollars more per inspection.

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

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because you might not believe it.

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But when you see the thousands and thousands of people

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that I have trained and coached,

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

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

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

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

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

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And when you can charge properly for your service,

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it's amazing how many things you can add

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to your service that make you different than everybody else.

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

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to use you more frequently.

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

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

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

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If you're a restaurant,

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

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

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and I was talking with a

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

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Was that you know?

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When I teach a home inspector, I'm saying

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

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

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the essence of that until you have enough business.

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And until you set somebody else up in your business.

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So they're doing the marketing for you.

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You're either marketing or doing inspections.

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

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And so in the book, it says,

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

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That's very important.

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And because one of the things he talks about

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is the development in your marketing strategy.

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

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forget about your vision, forget about your interest,

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forget about what you want, OK?

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Forget about everything but your customer.

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

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

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What you want is unimportant.

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It's what your customer wants that matters.

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Now, in our business,

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

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But what makes my businesses different

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

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what they need to do to grow

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

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What did their maven's want as well?

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

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And so what your customer wants is significantly different

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probably than what you think he wants.

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

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that Ari understands what your customers maven's want.

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

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

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

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

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when you help other people get what they want.

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You're going to get everything you want.

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And that's one of the reasons

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

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And my whole philosophy is help people help themselves

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when I help people help themselves.

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I have gotten everything I need and want and desire

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

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So when you see a customer, when you see somebody

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

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

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

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

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

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And here's what you need to know.

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They are reading

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

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

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the restaurant where they're meeting you for lunch,

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

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

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

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

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

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

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but still in the very beginning.

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

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

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

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

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

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I want to say this very carefully.

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

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

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

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

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and they're covered with tattoos.

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

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

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

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

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I read a book years ago called Dress for Success,

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and you want to make sure that you're dressing

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so that people feel more comfortable with you.

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So nothing escapes that sensor

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

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Nothing escapes your customer as he absorbs the information

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

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

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

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They're wonderful, they're amazing.

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

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

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Now, if we're lucky,

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

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

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

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

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

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

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

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And it's more like a habitual decision making.

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And the decision is made by your customers unconscious mind.

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All right. So, again, the first thing is

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

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

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is making decisions based on their past

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environmental habit , history or behavioral history.

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When you realize that,

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

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

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

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

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

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

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In a print ad, 75 percent of the buying

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decisions are made at the headline alone.

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

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

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

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All right. And the sell is made or lost

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in the first three minutes of the presentation.

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

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subconscious or unconscious mind

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

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It's kind of funny

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

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

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

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And you have instant impact and people

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feel instantly more comfortable with you with that.

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And in fact, did the guy that created Revlon,

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

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All of navy blue.

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OK. Because he knew that worked.

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

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especially on how to dress for success,

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

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

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

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

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But I will tell you that,

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

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you still see lots of suits.

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

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

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So it's important that you understand that.

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Now, here's what you may not understand.

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

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Because if you're thinking about facial hair,

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

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and you're thinking about all this other stuff

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

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They probably should use you anyway.

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However, their subconscious, though, their unconscious mind,

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

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I'll give you an example here.

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Use uses in the book. So.

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

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

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

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Same exact presentation, same exact everything.

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

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

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

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Italian silk tie, maybe a silver belt buckle

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with his initials in green

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

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

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and a pair of white lizzard cowboy boots. OK.

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Which one would you feel more comfortable buying something from?

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

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but your subconscious made a decision before you did.

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

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that's part of it.

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

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And you can think about it.

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

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

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

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but it was for an impact on some different things.

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And so we had some fun with that.

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So the fact that you couldn't conduct serious business

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

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

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

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

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

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

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

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So here's one of those.

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

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It sounds accurate, but it's not.

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It's totally inaccurate.

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What you should do is find a perceived need,

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

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

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he doesn't, even if he actually does.

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

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

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then you're dead in the water.

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

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All right. And so here's the question.

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

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

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

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

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

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

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

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but I can let you know when the next one is

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

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

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

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

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

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

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

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

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your prototype business

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

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

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

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

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

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You want to write this one down?

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You were not in the home inspection business.

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

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

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

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You're in the marketing of the restaurant.

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

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You're not really just a CPA.

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

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This is so important.

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And it's one of the biggest breakthroughs

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

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

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

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

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

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

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And trust me, I've seen people

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

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

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

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

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

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

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a big thing to be in the Yellow Pages.

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I told people years before

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

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

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

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

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the MAVEN's understand who we are.

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

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And the 10000 gets me five times the effect.

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

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

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

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Even Macdonald does.

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And we have kind of entered into an unforgiving age.

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

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

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

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

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

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

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we are in an age in which your customer or maven

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is literally is covered up with products and promises

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that he becomes swamped in confusion and indecision.

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

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a decision, confuse them.

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That's all it takes. Confuse them.

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

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

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

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

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and it had six types of jellies on it.

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

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we should have twenty six types of jelly.

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And so they did.

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They sold more consistently every time they tested it.

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

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when they had 26 guys. Consistently.

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So a confused customer will not buy

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and or will not buy as much. All right.

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

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Our maven's language.

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

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

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

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And by the way, be careful.

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

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

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

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And so they were still complaining about still having problems

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with a lot of small stuff. All right.

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

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

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

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10 other people build them.

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

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

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

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

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

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that the MAVEN's want and the clients want.

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And, you know, as I go through this,

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

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I kind of understand that

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because you might ask yourself and I get asked this

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

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How do I determine my customers? Demographics is psychographics.

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

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But here's what I want you to know.

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As soon as you hear yourself asking those questions,

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

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

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but to provoke you into thinking about those questions.

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

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marketing itself and even my coaching is to teach you step

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

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

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and he just sold his house.

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

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because he uses our inspection company like ninety nine point nine

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percent of the time.

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

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

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And he went, Mike, I really did not understand

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how much difference there was in inspectors

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

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And your inspection is so much more thorough.

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His was so superficial.

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

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

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

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or that you're marketing.

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I will promote and the service will back that up.

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

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

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

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strategy, again, are your marketing strategy.

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

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We can teach you that more.

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In fact, I was just talking with our staff here

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and I was going,

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

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

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

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

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

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

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

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

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

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

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because you're not in the home inspection business.

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

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

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Well, we only have a couple of chapters left.

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

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And if you've been through

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

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

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

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

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

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We call it the accelerator.

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

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

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

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Marketing is, in my opinion,

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

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

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

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You need to deliver a really, really good service.

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

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

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

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

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

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

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

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the buyer, just the client.

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

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

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

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

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

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and never forget this.

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

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

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About the Podcast

The Home Inspector Marketing Podcast
Marketing and Business Building Strategies for Home Inspectors.
Revealing the secrets to building your home inspection business.