Social Media Marketing and Property Inspection in 2020
Property inspectors are facing a growing number of competitors, and that means they are having to find new approaches to lead generation and audience growth. Social media is proving to be an essential component of digital marketing, but too many inspection companies and private inspectors are failing to adopt this highly effective channel in the right way. When used correctly, inspectors are better able to connect with audiences and the realtors that rely on their reports. All businesses can benefit from a more thorough approach to social media marketing, and for property inspectors, it is becoming an essential means of attracting new clients and landing more jobs. Here’s what you need to know about social media marketing for your inspection business in 2020.
The Advantages of Social Media for Inspectors
The real estate sector relies on its marketing strategy, and inspectors are no different. There are many advantages of using social media in the right ways, with the key benefits being:
- Reputation Building: Inspectors will thrive or fail based on their reputation and professional reputation. Social media lets you take control of your marketing messages and allows you to build up your brand perception. This is because you can highlight your qualifications, experience, and your use of the best in home inspection tools, boosting your authority and assuring realtors and property buyers that you will be providing a fast, professional service.
- Better Outreach: Put simply, social media platforms are one of the best ways to get more people aware of your services. By using targeted advertising, you can direct your marketing messages straight to those that will be interested in them.
- Cost: Even if you opt for a paid social marketing campaign, the costs are much lower than traditional advertising. For inspectors with a close eye on their budget, no-cost outreach is an effective option.
Networking: Rather than heading to industry events a few times a year, you can build your professional network quickly and easily over social platforms. This is one of the key benefits of social media for property inspectors. Being able to connect with realtors and buyers quickly and easily is an advantage that you don’t want to miss out on. Networking means that you can not only connect with industry leaders, but you can also generate leads as well.
How Property Inspectors Should Use Social Media
It’s not enough to simply set up your business pages on social media and then sit back and hope for the best. To get the most from social media marketing, you need to think about where, why, and how to get the maximum from it. In 2020, property inspectors need to adopt the following best practices:
Be in The Right Place
Not all social platforms are the same. It’s critical that you identify the best platforms to use, and that will come down to your target audience. Inspectors have an advantage over other business types when it comes to social media; they can target both the real estate businesses as well as property buyers. That means the big platforms (Facebook, Twitter, and Instagram) can be of high value depending on your latest marketing campaign and who it is targeting. However, don’t forget to use LinkedIn, which can be of particular value to inspectors because of the sheer range of professional demographics that use the platform. In 2020, it is also worth setting up a presence on Pinterest too, using the best photos that you’ve taken during inspections. Remember to add contact info on all of your platforms.
Monitor Your Impact
One of the biggest mistakes that businesses make when it comes to social media is placing a value on the wrong metrics. While it might be a great feeling that your latest post received more ‘likes’ than previous efforts, unless those likes are converting to leads, then they have very little value. The real value of measuring your metrics is gathering data about what works, what doesn’t, and who is responding to your social media activity. This is particularly important if you are working on a content marketing strategy because it lets you know which types of content are performing well for you and what types of content are falling flat. This can help guide your creation of blog posts and videos, exponentially growing your social media presence through the delivery of content that is of higher value.
The end goal of all property inspector marketing must be the securing of leads, and social media is perfectly placed to deliver that. By building a community and establishing your industry credentials, inspectors will be able to be where their prospective clients spend their time, connecting and engaging with them in ways that provide value. If you are not yet using social media to grow your audience and your brand, then your inspection business might be more vulnerable than you think.
