Leads are a major part of running a home inspection business, providing you with a steady stream of potential clients to market your home inspection services towards. As a business owner, they should be one of your top priorities, especially if you are aiming for a local market.
However, that does not make home inspection leads any easier to earn. A home inspection professional might spend weeks trying to find the perfect marketing strategy for their home inspection business, and gathering prospective customers can be urgent for many companies.
If you are looking for how to get more home inspection leads, you need to know what draws people to home inspection companies like yours.
But how can you gather more home inspection business leads with lead generation, especially if you are not sure how to grow your home inspection business any further?
Why Do Home Inspection Business Leads Matter?
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Home inspection services are very niche. While other contractors can sometimes offer physical changes as part of their marketing strategy, many home inspection services can struggle with marketing their actual services to customers. Not all home buyers know that they want, or need, other inspectors, to help them check their homes for safety risks and other concerns.
Whether you are a new home inspector business or an established business owner who wants to grow your home inspection services further, you need to rely on leads. Leads are the connections that draw customers in – the contact between you and a client that you can leverage to create new customers.
Home inspection companies need a constant supply of customers and clients. Since a home inspection is quite a niche service, inspection leads can be incredibly valuable, and lead generation is often a major part of how these companies handle online advertising.
Professional lead generation allows established and brand-new home inspectors to gather a larger client base. Leads are, in short, any client or potential customer who has a clear interest in a service you offer. Lead generation is all about creating more potential clients and capitalizing on the ones you already have.
Lead Generation for Home Inspection Services
Lead generation for home inspection companies is similar to lead generation for anything that is not a home inspection business. The difference is in the detail: what you value, the kind of person you market towards, how much money you will put behind it, and what your business goals are in both the short-term and long-term.
This means that most home inspection leads are gathered the same way as any other. Of course, a huge part of the process is knowing how to market your industry to potential clients: you need to be marketing to the right people to get the best results. Here are some of the most effective ways to find new home inspection leads.
Remember that no two home inspectors will have the same goals and priorities and that only you can decide which options are most likely to give you more business and better results.
Home inspectors rely heavily on paid advertising, just like any other industry will. Paid ads have always been a constant part of marketing, from insurance company marketing methods to people’s social media profiles.
However, this does not make paid ads bad, especially not when you have the data to back up your marketing options.
Data-driven ads are exceptionally powerful. Proper data and reports are not hard to get if you use platforms like Google Ads, which do most of the job for you.
A service like this allows you to turn data into advertising reports. Those data reports can be used to build and manage unique advertising campaigns that target whatever audience you are looking for.
While paid ads can sound scary at first for new home inspectors – mostly due to the price point – they can also be one of the best tools in your arsenal.
They are a mainstay of all industries and something that can make even the smallest business rocket ahead in terms of its online presence, all without having to add all that much to your existing strategies.
Paid advertisements rely on keywords, careful planning, and many individual elements that all come together to form a much larger campaign and strategy.
This means they are inherently more difficult to work with than other options and can be risky if you attempt to break into a brand-new market.
However, the lead generation benefits of directly marketing your business to an audience can be one of the best ways to push yourself forward into new territory, and the end result is almost always going to be a massive increase in leads.
Search Engine Optimization
SEO (search engine optimization) provides a very effective way to gather home inspector leads. Using SEO, you can acquire new business leads by improving your own company website, rather than using paid marketing such as Google Ads, which makes the whole process far cheaper for home inspection businesses.
While SEO is not always the most effective option due to the reliance on the customers coming to you, it is also far cheaper than most lead generation options, not to mention a lot more flexible.
When you do a Google search, your site is judged across several factors and given an overall rank.
Optimizing your home inspector site can appear higher in the search engines’ results for particular keywords, putting your company in front of people searching for a similar business or service. Since SEO is so complex, it is best described as an overall force you can adjust if you are careful, not a distinct strategy.
Keywords are the core of SEO keyword research, a process that focuses on seeing what other home inspector businesses are ranking for – and what your existing target audience is searching for to find you.
Understanding the keywords that drive your existing marketing is a good way to tell what kind of home inspector niches you could target.
Some keywords are time-sensitive, others are seasonal, and some so niche that they only apply to particular products. Beyond that, there might be differences in the audiences you and your competitors target, so you can’t always copy their keywords directly.
Look for relevant terms that are being searched often. Tools like Google Keyword Planner can allow you to get an idea of how frequently particular phrases are searched, allowing you to choose the ones with the highest traffic behind them.
Once you know which keywords are relevant, you can tailor your SEO and Google Ads presence around them.
If you do this carefully, you can rank higher for those keywords, which means you get a lot more control over your marketing and how your business appears to customers online.
For example, if you want to drive leads from first-time home buyers that need a first inspection done on the earliest business day possible, you can start marketing to them. By finding their keywords (and, in some cases, referral sources), you can adjust your website content and ads to ensure that your services are recommended to them more frequently.
Depending on your methods, you can treat keywords as either a free tool or an avenue to more paid ads – either is valid, but both work very differently.
A backlink is a major SEO tool – any link from another website to your own website carries some authority with it. This means that getting links to your own website from other major websites – whether they are linking to a blog post or special offers page – can have a net positive effect on your marketing strategy.
Of course, SEO for marketing is hard. Gathering those links for inspection leads generally means getting the services of websites that offer paid links, unless your business can create content or offer services so well that other websites link to you.
Earning natural backlinks can sometimes be tricky, especially for a new company, so it helps to distinguish yourself as often as possible without pushing yourself over budget. A decent site will eventually earn more links regardless of what you do.
Backlinks have the advantage of not being conventional ads, meaning they do not tend to get in the way as Google Ads can. This means that you will drive away fewer potential future customers since the average person will not see a link on a page as an ad in the same way they would object to phone cold calls from a sales agent.
Unfortunately, it also means that you can’t approach them like regular advertising – even paying for one can be a problem since not all site owners will appreciate you offering to pay for a link insertion into their content.
Creating good content and acquiring links or visitors can be a good lead generation option. While it might not be the most effective option across the industry, it is one of the most practical, since good-quality content provides many benefits beyond lead-generation opportunities.
By creating content that draws people in, you can effectively create free ads that do not require any upkeep, allowing you to enjoy the same benefits as paid ads and SEO with minimal changes.
Good quality content complements your marketing by giving you some blog posts, articles, or other content that potential clients may read. This could be their first introduction to your website or your company, but once they are there, you can use your regular marketing tricks on them to try and snatch up their business.
What matters most is that users can find your content and that it is something that makes them invested or interested in your site and business.
As mentioned above, blog posts are a specific kind of inbound marketing used often. Almost every company has had a blog at some point. They can be a great place to generate lead options and gather data while promoting your own services, website, or business to the people visiting for the blog content.
Of course, not all blogs will be seen as interesting and only appealing to a specific market – although individual pieces of blog content can be crafted for particular audiences.
Of course, this needs to be good content. Home inspection business blogs can cover a lot of interesting content niches, from company progress on major projects to professional opinions about inspection work.
All these give you a different set of marketing and ad opportunities – regardless of industry or scale, blogs can work well if the content is good.
Website content is any content directly placed on your website, from professional product and service breakdowns to details about how you handle industry inspection work. While this can be useful for clients, it is also ideal for inserting keywords or making other marketing pushes to build more leads, since many people will see it.
Your web content greatly affects how your business can operate and present itself, but you must remember that not all content will be valuable.
Sometimes content is used purely for marketing and nothing else, but in other cases, home inspector companies will make it multi-functional on purpose. This gives people a reason to visit that page: for example, writing about the other policies involved in inspection, or including reports that some people may want to use in their research.
If you can pull off high-quality content well, you can market your services more effectively through your website without spending any extra money.
Whether it is specifics about how your business operates or personal articles from a home inspector, you can get a lot of value out of creating generic website content.
Making general improvements to your home inspectors’ websites can be incredibly powerful. Not many people realize how much it means to update your business website, especially if you alter the first page that most people will see upon arriving.
The more you improve your website, your business or company will be successful.
Imagine you are one of your prospective customers or clients on a search for somebody who can offer more inspection job options than a competitor. Even if you can do the exact job they are looking for, the customer will not work with you if they feel that your website can’t protect them from spam or do not trust your company website.
This goes for any industry – insurance companies, retail agents, and even local newsletter sites.
You want to put time and money into your company site whenever possible. Make it look good, look like it can protect customer data, and ensure that it is fully usable.
If somebody has to struggle against the broken search function to see your company service page, then they will likely move to another home inspector’s company instead.
Site reviews are a big part of your ranking and lead generation options. If you notice a negative review, you should do your best to rectify it – whether that means offering a refund, providing complementary services, or issuing a recall for that product.
You need to save your reputation at all costs because reputation gets your service noticed and desired online: if your online pages are full of complete, in-depth negative reviews, then new customers will not trust you to do that job well.
A lot of reviews are only posted after somebody complains. If a customer calls complaining about a customer service agent being aggressive, a product suffering a complete failure, etc., then be sure to find a compromise as soon as possible. You need users to trust your customer service agents.
If you are giving bad service to a current customer, not only will they not trust any of your support agents again, but they might spread around a review that calls for people to find a different website and service instead.
Cold calls are risky because many people treat them as personal injuries or offences. There are ways that a customer service agent can handle cold phone calls as a marketing option, and many companies have dedicated cold call agents, but the nature of cold mobile phone calls means that they will cause problems.
Calls like this can be annoying to many people, and it can be hard to save face if they get irritated by repeated calls. Emails are also a form of cold calls – and like cold calls, they can be risky if handled poorly.
However, cold calls also work. As long as they align with all related privacy policies and data regulations, cold calls can be highly successful if you handle them well. Good cold calls might even turn a customer’s opinion around or convince them to switch to your services instead of staying with a competitor.
Of course, this can also be a big risk, since you do have a chance of annoying specific customers so much that they leave and refuse to engage with your company for a long time.
Marketing your business properly is not easy, and there is no quick-start guide to making sure that your company is getting all of the promotion it needs.
Many people struggle to market their company well because there are so many options and no clear solution to the problem.
If you are unsure where to go next, it can be hard to sit down and think about your next move, especially if you have no existing plan.
Growing Your Lead Options
Lead generation covers many elements and strategies, all highly specific to the people using them.
Even companies that offer very straightforward services may vary their marketing almost constantly, and that means that there is not exact way to make lead generation more effective.
Whatever strategies you pick need to suit your business, even if that means taking some extra time to think over the options that suit your long-term goals as a company best.
Other options for expanding your business include:
- Moving into a new target audience while still retaining the old one.
- Trying to promote underperforming products that still have a dedicated niche.
- Promoting your best-performing products to maximize interest.
- Doubling up on your existing marketing efforts to build up a stronger set of leads.
- Doing in-depth keyword research to try and find new niches that no competitors have made a move towards.
- Reviewing and updating your marketing materials to see if you can add any details that would garner more interest.
- Overhauling individual pages on your site to achieve greater SEO performance.
- Redesigning the parts of your site that perform worst to try and compensate for mistakes or design issues.
- Check for broken links on other sites to help bolster your link profile.
- Planning out ad campaigns for upcoming events and/or seasonal ranges.
- Looking at past data to see how the markets change throughout the year, then applying that information to future campaign changes.
- Plan ahead to ensure that you can revise your marketing if your company is going to undergo any major changes.
- Performing major SEO work on your site, even if the current site is already decent, to ensure that there are no areas of improvement you missed.
- Think about your branding and how you could adapt it for different markets or how you can create more opportunities for content that ties back into your brand.
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