It can be really hard to stand out in the home inspection business. Many clients just don’t understand the difference between one home inspection company and the other. That is where your USP or Unique Selling Proposition comes in.
Unique Selling Proposition
When people ask what you do or who you are, you need to be able to explain it in 10 to 30 seconds. Imagine you are in an elevator and you only have until they reach their stop. That can be all the time you have.
I do it in two parts. The first part is about you and the last part is about them. That is your USP and when a potential client calls or when you meet a potential referral source it should be automatic.
My USP is that I am a personable home inspector that wants to guide and educate my client. They are welcome to be with me the whole time and they do not have to wait for the report.
When I meet a new Realtor or client here’s my elevator pitch, ‘I have been doing home inspections for over 20 years and have come to realize that homes are like people. None of us are perfect. We are all a little messed up. A home is no different. We will go through your new home together and you can ask me any questions you have. I’ll show you where the important stuff is and how to operate it. At the end of the inspection we’ll go over the whole report on my iPad and I will email it before we leave the house.’
How to Find Yours
Your USP is not just your pitch. It is how you and your company stand out from all the other home inspectors. Do you deliver reports onsite? That speed of delivery can make you stand out. Do you offer a warranty or recall checks? People love a ‘freebie’. Do you offer discounted Radon, mold, or sewer scope? Maybe your competitors don’t. How about a report that is easy to read and simple to understand? Clients
Searching out, evaluating, and deciding how a USP will fit into your home inspection process takes time and it can change as your business changes. What do you offer that makes you stand out from the herd? What makes you special enough that someone should hire you?
Conferences are great to see what trends are changing in the business. Regional conferences can be even better. You get to see and talk with your competition to find out what they are doing and how well it is working.
Your best bet is to ask your clients and your referral partners. What made them select you? How did you stand out?
Then you can test out and fine tune your own USP.