Most home Inspection marketing is boring. There, I said it.
Nearly every home inspector has the same message.
“I’m a trustworthy home inspector.” Or, “I’m reliable.”
These aren’t marketing messages when you think about it. Honesty and integrity are the price of entry for any business.
So is it any mystery why customers shop for inspectors based on the lowest price? I mean, how can they tell the difference? Most home inspectors look and sound EXACTLY the same.
If you’re reading this, it means you’re different. You know your home inspection marketing isn’t working for your business (donut drops, flyers, etc.).
And you’re open to taking a different path. To take a chance. To think bigger…
This article is going to give you three ways to do just that. Have the guts to implement one or more of the home inspection marketing ideas below and see your business skyrocket.
Power Up Your Home Inspection Marketing With Brand Archetypes
“Brand archetypes” isn’t a word thrown around in home inspector circles.
That’s a damn shame because there’s amazing potential here.
So, What are brand archetypes? Well, without getting too technical, it’s a brand’s persona based on one of the 12 archetypes. These archetypes come from the work of renowned Swiss psychiatrist and psychoanalyst, Carl Jung.
Here are the 12 archetypes And Their Core Drives (in no particular order):
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- Creator – Innovation
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- Ruler – Control
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- Sage – Understanding
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- Innocent – Safety
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- Rebel – Liberation
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- Explorer – Freedom
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- Hero – Mastery
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- Magician – Power
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- Jester – Enjoyment
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- Lover – Intimacy
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- Caregiver – Service
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- Everyman – Belonging
Every popular brand you know uses archetypes. for example, Jeep plays on the Explorer brand. Apple on the creator archetype. Harley Davidson on the rebel archetype, etc.
You can and should do the same thing. Here’s why…
3 Ways Brand Archetyping Benefits Your Home Inspection Marketing Efforts
- it differentiates your brand – when you purposely infuse brand archetyping into your business, it makes you stand out. it gives you a persona. You’re no longer just a commodity, you’re a brand with an underlying story that people can latch on to and appreciate. IT MAKES YOU INTERESTING.
- It gives your business (and brand) direction – When you nail down your brand archetype, you no longer have to worry about how to sound, or what to post. You have a blueprint to work from. For example, if you chose the hero archetype, your brand message could be about how you save homebuyers from making bad purchasing decisions (more on this later…)
- It helps you innovate and informs your internal culture – Your brand archetype will help you create new products and services for your customers. Not only that, but it will help inform your company’s culture and values.
For example, if you decide to become the “Sherlock Holmes” of home inspections, your company culture will probably be obsessed with “leaving no stone unturned.” This creates an internal culture focused on collecting data and knowledge that will benefit your company and customers.
So now that you understand the power this can have on your business, where do you start?
Well, I see 3 BIG home inspection marketing opportunities that I don’t see anyone using.
3 Unique Home Inspection Marketing Ideas To Skyrocket Your Business
There are 12 archetypes, and you can use any of them for your business. But I see 3 that stand out as untapped opportunities for home inspectors.
As I mentioned earlier, most home inspection marketing messages talk about being the “most trusted” and “most reliable.” Yawwwwwwwn…
The archetype that most closely matches up with these qualities is the “everyman.” The everyman is simple, hardworking, and appeals to a mass market. There’s nothing wrong with this archetype, it’s just that nearly every single home inspector uses it.
And that’s the problem.
Below are three archetypes to help you stand out from the crowd and skyrocket your business.
1. The Hero Archetype (Soldier/Superhero)
Many, many inspectors have this archetype but don’t know it…
How do I know? I know this because many home inspectors are veterans or have experience as firefighters. They already have the background for it. Plus, as a home inspector, you’re already saving people from making bad purchase decisions/saving them money.
How you take this archetype and make it work for you:
Go all in on a military theme. Wear military fatigues. Make your car all camo so you stand out.
you’re not just inspecting a house, you’re on a rescue mission to identify defects and save homebuyers from costly money pits.
With this one, you’re unleashing the drones and thermal gear. It’s an all-out war!
Another angle: Brand yourself as the “Home Inspection Hero.” Tagline: Saving homebuyers from money pits/bad buying decisions…
There are other ways to play with this. This is just to help you get an idea of what’s possible.
2. The Caregiver (Doctor)
When you do inspections, you deliver the results with care. You don’t want to be alarming, but you want to be truthful. In a way, you’re like a doctor, looking for problems and giving a prognosis.
How you take this archetype and make it work for you:
Why not become the “home inspection doctor”? Dress up in medical clothing and make your car/van look like an ambulance. Sounds crazy right? If you want to stand out, this is how you do it!
3. The Sage (Detective/Sleuth)
When you’re searching for defects, you’re a detective.
Go all in on the archetype!
How you take this archetype and make it work for you:
Dress up like a detective. You know, the long brown coat, pipe in hand. Become the SHERLOCK HOLMES of home inspectors.
Another angle: Dress up like the men in black. Sunglasses and all. You’re there to run a deep investigation of the home.
Stand Out And Win
There you have it, 3 unique home inspection marketing ideas to help you win BIG.
I haven’t seen anyone take these ideas and run with them. The majority of what passes for home inspection marketing is lame and uninteresting. This is your advantage.
Standing out as a home inspector takes guts, and a little creativity. But it’s possible.
Have other ideas you don’t see listed here? Let me know in the comments below.
If you want help on these archetypes or want to talk about home inspection marketing, email me at [email protected]. Or, better yet, book a discovery call with me below if you want more free ideas.
To Your Success, Seneca.