If Everyone is a Prospective Client...

... Should you just start calling names in the phone book?

Of course not. You need to target your clientele a little more specifically.

Who do you PREFER to work with?
• Homeowners?
• Apartment Dwellers?
• Property Managers?
• Retirement Community Directors
• Small Business Owners?

Retirees looking to document their possessions for estate planning?

Newlyweds, who just received a mountain of new possessions as gifts?

Those who have recently moved into new homes?

And WHERE are you targeting? Specific housing developments? Specific zip codes? Upscale homes? New housing subdivisions? Apartment communities? Small businesses that are all members of the same organization?

Once you've identified your target audience, you can figure out how to reach them.

Encourage Referrals by "Sticking Around"

Encourage referrals and repeat business by making your business card a permanent fixture. You can purchase magnetic backs for business cards as well as Rolodex® tabs that adhere to the bottom of your business card. Look for both products at your local office superstore (Office Max, Staples, Office Depot). Mail clients a magnetic-backed business card with your thank-you note after their final appointment -- or send it with their documents.

Guest Author: Am I Doing Something Wrong?

By CJ Hayden, author of "Get Clients Now"
Clients and readers often ask me to help them figure out what's wrong with their marketing. The first question I ask is how much marketing they have been doing. Assuming you HAVE been actively promoting yourself, and making sufficient contacts for the level of business you want, here are some other ways in which your marketing might need fixing.

> There are three areas you should examine -- the package of services you are offering, your marketing strategy, and your sales methods. Your package of services should meet the following requirements:

1. You are offering something people believe that they need.
2. Your clients perceive the value of your services to be
equivalent to the price you're charging.
3. Your services are available where and when clients need them.
4. You are able to inspire the liking and trust of your clients.
5. There's enough business for everybody in your field,
or your competitors have no overwhelming advantages.

If these requirements are met, the problem may lie with your sales and marketing techniques. Your marketing strategy is everything you do to get in contact with a prospective customer and make them think positively about you. Your sales methods are the steps you take to turn that positive contact into a paying client.

Here are some of the most common sales and marketing mistakes that consultants, professionals, and other service businesses make:

* Not choosing a target market. You can't market to everybody. There isn't enough time in the day or money in your bank account to reach out to everyone who could possibly hire you. If you choose a specific category of client who has a compelling need for your services (and who you enjoy working with), you can tailor your marketing message, and focus your strategy.

* Relying on advertising. People rarely find a professional from an ad, even one in a targeted publication. While advertising does build your visibility, it's more expensive and less effective than other visibility-builders like writing articles and giving talks.

* Broadcasting a fuzzy marketing message. If people can't understand what you do, they can't figure out if they need you. You should develop a clear, concise description of your services that can be understood by people who aren't familiar with your field.

* Lack of follow-up. A single contact is rarely enough to make someone remember you. Find ways to keep in touch with prospective clients or referral sources on a regular basis.

* Failing to establish a clear path to the sale. At the end of every conversation or letter, be sure to spell out the next step for the client to take if they want to do business with you. If they're not yet ready to buy, suggest a meeting, tell them you'll call in a week, or ask if you can contact them again next month.

* Expecting short-term results from long-term strategies. While networking is often the best marketing strategy there is, the results are rarely immediate. Don't give up on making contacts and following up because you don't get business right away.

Finally, be aware of the possibility that you may be doing everything right! It often takes many months to close a particular sale. Some clients can't use you right now, but may be eager to hire you next year. Others are very interested in going forward, but need time to get management approval or resolve money issues.

If you're offering the right package to the right clients, delivering a clear and consistent marketing message, and working hard to close every potential sale, the only missing element may be patience.


--C.J. Hayden is the author of Get Clients Now!™ Thousands of business owners and independent professionals have used her simple sales and marketing system to double or triple their income. Get a free copy of "Five Secrets to Finding All the Clients You'll Ever Need" at www.getclientsnow.com.

Even More Ideas To Get You More New Clients

Building on my earlier posts on this topic (here and here), here are some more ideas you can use to attract more clients to your home inventory service business.

• Look for promotional alliances or partners (estate attorneys, financial planners, Realtors®, home inspectors, insurance agents, property management firms, apartment complex owners, senior care service providers, maid services). The possibilities are endless.
• Think like a journalist. Think about what issues your business deals with that relate to front-page news. (The weather is always a good hook, as are local disasters.) Make sure your story suggestion passes the "No Kidding -- I didn't know that!" test.
• Maintain visibility through writing. Send a print or e-newsletter regularly to clients and referral sources -- quarterly, if not monthly.
  
• See and be seen. People like to do business with people they know.
• Lend your expertise. Be a sounding board. What you give away in free advice will come back to you in new business.
• Remember -- and recognize -- your clients' birthdays.
• Get the word out. Consider flyers or posters on doors and cars.
• Meet your neighbors (both at home and at work.)
• Hand out your business card like it was candy. Post it on bulletin boards. Leave a card with your tip at eating establishments.
• Put your name on everything. Your company name, website address, and contact information should appear on all your printed materials -- flyers, forms, brochures, newsletters, billing statements, everything.
  

Building Your Mailing List

Not everyone who looks at your website will become a customer immediately. Home inventory services are an investment; people buying investments generally take their time in making a decision. Giving site visitors the opportunity learn more about the service by signing up for your free e-newsletter is one way to convert more prospects into customers.

How do you build your mailing list?
Sign up for an online list management service. These can be free (ad-supported, with the option to upgrade to ad-free, for a fee), like Bravenet, or paid, like Constant Contact (Do-It-Yourself Email Marketing). Both services will offer you code that you can copy-and-paste onto your website to capture a visitor's e-mail address. (Both are opt-in services, meaning the prospect must provide their e-mail list before being added to the list.)

How do you get people to sign up?
Easy. Ask them.

• Put a "Subscribe" box on the home page of your website.
• Put another "Subscribe" box on the "contact us" page. Put a teaser above or below it "Want information about protecting your valuables? Subscribe to our monthly e-newsletter."
• Have an "Articles" or "Resources" page? Add a "Subscribe" box to that page. Put a teaser above or below it "Want more great articles with ideas on protecting your home? Subscribe to our monthly e-newsletter."
• Tell visitors why they should subscribe. You can setup an autoresponder with a free report (i.e., "Protecting Your Valuables." or "Why You Might Not Get What You Expect When You File an Insurance Claim") when they sign up for your e-mail list.
• Ask your referral partners (insurance agents, real estate agents) to send an e-mail to their database offering your free report if they sign up for your newsletter.
  

Once you have a mailing list, make sure you send an e-mail to them at least once a month -- include free tips, reminders, and advice (disaster checklists and preparation ideas.).

Be sure to also create a privacy policy to reassure e-list members you won't spam them.

For example:
[Your Company] respects the privacy of our online visitors. As a general policy, we do not anonymously collect personal data from visitors to our web site, though we may use "cookie" technology to gather non-personal information from visitors. This is standard practice on the Internet. We use the information gathered by cookies to improve your experience when you visit our site, among other things. We also may collect aggregate information about our visitors. For example, we may track the total number of web site visitors in a particular period.

In general, when you visit our websites and access information, you remain anonymous. When you sign up for a our electronic newsletter or e-mail list, each message you will receive will include instructions on how to unsubscribe from that list. Any personally identifiable information you provide is used solely by [Your Company] or other companies who are involved in the operation of this web site. [Your Company] does not sell this information to third parties, though we may share aggregated non-personal information with advertisers on our site, if applicable.

However, we will disclose personal information when required by law, in response to any demand by law enforcement or other appropriate government authorities, or if the personal information is pertinent in a legal proceeding or court action.


Free Mailing Lists & List Management Tools:
It's a Brave(net) new World!

Optimize Your Website

No ... this thread is not about how to improve your web site's performance in a search engine. Instead, I want to talk about optimizing your web site in the minds of the VIEWERS who come to check it out.

This is informal research conducted by visiting www.Google.com and typing in "home inventory service." After visiting more than 100 sites, I have come up with a couple of pointers for making your web site user-friendly.

1. Put your e-mail contact information on every page of your site. Make sure it is particularly prominent on the home page and on the "contact us" page. Also, if you have a "packages" page -- or whatever page your "buy" page is -- make sure it's prominent there too.

2. For those who may not want to contact you by e-mail, make sure your telephone number is also prominent on the pages listed in item number 1.

3. Content and form is more important than style. There are some very pretty web sites out there that are NOT user-friendly. Just when you're convinced and ready to buy, you can't figure out where to go or what the next step is. (See #1 and #2)

4. Organize your information effectively. I love content-rich web sites, but if the viewer doesn't know where to go to buy, you've lost the chance to make a sale. Clearly indicate buttons or links on how to buy your service.

5. Please, please -- don't disparage the majority of your colleagues while you try to make a sale -- or disparage your customers by urging them not to "do it yourself." We need to be careful that the image we are projecting to the public is one of credibility. Cutting down your peers -- our your customers themselves -- through generic "labels" of shoulds/shouldn'ts isn't the way to go.

6. Check often to make sure all your links work. There's nothing worse than clicking and receiving a message that there's been an "error" and that page no longer exists.

Kudos to web sites that responsibly and accurately use credentials, links to professional associations and Chamber of Commerce memberships, and more.

Guest Author: The Top 10 Ways NOT to Attract New Clients

Editor's Note: Thanks to Robert Middleton, of Action Plan Marketing, for this article. It almost pains me to run it, because I want you to realize how deadly any of these "sins" are to your business if you commit them! Remember NOT to do these things!

They say marketing has a bad name. But I maintain that NOT marketing has a much worse name. If you're a self-employed professional home inventory service business owner interested in attracting new clients, are you still committing any of the 10 deadly sins listed below?

10. Make sure nobody can really understand what business you're in. Use buzz words and industry jargon. Never share the results of what you do or mention how you've helped your clients. Make people really work to figure out how you can help them.

9. Talk only about features and processes in your marketing materials. (Talk only about the "how-tos" of how you conduct the inventory -- instead of the immense satisfaction and relief they will feel when it's completed.) Don't include any benefits or testimonials of successful clients you've worked with. Throw in lots of impressive industry jargon and don't worry about professional design or paper. Using 20# copy paper is fine.

8. Put up a quick-and-dirty website with most of the pages still under construction. Be sure to use "Page Under Construction" instead of simply putting in a simple paragraph about the item in question that you can go back and fill in later. Make sure to design the website yourself and make it look as amateurish as possible. Of course, obscure navigation, huge graphics files and pages that lead nowhere will keep 'em coming back.

7. Forget about spell check and proofreading. People don't care about typos or if you spell their name wrong. Whip out every e-mail as fast as you possibly can. And never put a signature line on your e-mail, let alone a subject line that means anything.

6. Don't ever network. Make sure nobody ever gets to meet you in person and learn who you are and what you can do for them. Insurance agents, Realtors … who needs 'em! And if you do happen to show up at a networking event, make sure to sit in a corner with a beer and lots of hors d'oeuvres, away from pesky prospective clients or referral sources.

5. Don't write any articles or do any talks demonstrating to the world that you're an expert and really know your stuff. Make sure to keep all of that a big secret. Also never share one bit of your expertise with anyone unless they pay you first.

4. Don't ask questions when meeting with a new prospective client. Just give them a long, detailed presentation on all the technical aspects of your work. If they don't understand you, they probably wouldn't be a good client anyway. Make you you do 99% of the talking, and don't ask them any questions about why they are interested in a professional home inventory.

3. Do substandard work as long as you think you can get away with it. Strive for mediocrity and make sure your clients pay for it through the nose. They obviously didn't do their inventory themselves (although they sure could have), so anything is better than nothing, right?

2. Don't return phone calls -- ever. Just wait for them to call you back. If they really need your assistance, they'll keep trying until they catch you in. And when they do reach you, make sure to sound impatient and too busy to help them.

1. Disappear. Once you've collected the information for the inventory, wait two or three weeks to deliver the report. Then, once you've delivered the report, make sure they never hear from you again. Heck, if they really need you, they'll call. But don't make it too easy by ever giving them your business card or putting your name in the Yellow Pages or giving them a sticker that documents that their home has been professionally inventoried (with your business name and number right on it.). You don't want to look like you're begging. Have some dignity, for goodness sake!

-- This article is by Robert Middleton of Action Plan Marketing. Robert's web site is a comprehensive resource on marketing for Independent Professionals. For free marketing resources and valuable marketing tools, visit http://www.actionplan.com"

Using Multiple Domain Names With Your Website

Why choose just ONE domain name to represent your business? Domain names are cheap and having more than one allows you to 1) capture more traffic; 2) build your brand; and 3) identify your referral/lead sources better.

I buy my domains from 1&1 (www.1and1.com) for $5.99 each and use their free domain forwarding service to point them to my sites. That way, I can register multiple variations of the business name as well as geographic tags. For example, if the business name is Home Inventory Professionals of Georgia," I might register a couple (for example):

• www.HomeInventoryProfessionalsofGeorgia.com
• www.GeorgiaHomeInventory.com
• www.HomeInventory-Georgia.com
• www.hip-georgia.com

Then, I can use different websites in different marketing materials and *track* where my visitors are coming from. I might use one domain with my Google AdSense account, so I can track traffic from that (to match up with what Google is reporting for click-throughs), another for my "traditional" marketing materials (business cards, signs, etc.), another for my Yellow Pages (and online YP) ads, etc.

Check to see if your domain name is available - Register it for $5.99 today! FREE domain forwarding included!

com net org info us name biz cc tv ws mobi

1&1 offers free web statistics tracking for hosting through them, and I get a monthly report of my website traffic, what pages are being visited, and which of my domains people came through, and more. Your web site hosting company might offer something similar.

Increase Your HIS Business Profile Online

There are two things I know to be true in marketing your Home Inventory Service business:

• All business is local
• You need to promote your HIS business online.

You may think that those two items are contradictory.

After all, if someone locally is looking for a home inventory service business, wouldn't they just look in the Yellow Pages? (Well, yeah, they would if there were a Home Inventory Service category. But there isn't.)

If I have a website, won't I get inquiries from people in other parts of the country? (Yes, you might, especially if you don't define the area you service [geographically] on your site. But you can turn those inquiries into *cash* by referring them to another home inventory service business in their area.)

The key to meeting those two objectives (marketing locally, and marketing online) is fulfilled by using what's called "Local Search." That means creating a website and then getting it to the top of the list when someone types in "Home Inventory Service" and (Your City") into their search engine.

You could do this yourself. There are a ton of books and websites out there to teach you Search Engine Optimization (SEO) techniques to get your website to the top of the list "organically." (That is, without paying.) But just as we are encouraging our customers to pay a professional to handle a complicated task (a professional home inventory) for them, I think we should recognize that this is an area where paying will yield performance.

One of the best services I've found for this is called Innuity's LeadConnect. You pay by the month ($39.95) or by the year ($199.95 -- save more than 60%!) to have your business information and/or website submitted to the major search engines and sites.

If you are just starting your home inventory service business, sign up for this service even before you have your website ready to launch. It takes about 4-6 weeks for your information to become active on all the sites, so you'll want to sign up with LeadConnect immediately, in order to start yielding results by the time you're ready to launch your business. Register your domain name right now, and put up a simple home page with your business name, your contact information, and a paragraph or two about the business. That's all you need for now. Submit your website URL, along with your business information, to LeadConnect. Then, finish building your website in the following three weeks, so it will be ready when your site is listed at the top of the local search engines.

Why choose a third-party firm to do this for you? You’ll save hours of time, effort, and individual submission fees every month. Your current online search listing is probably found on one or two of the major search engines. LeadConnect ensures your complete and up-to-date business listing is submitted to all the major search engines and online Yellow Page directories—more than 35 in all. You publish it once, it appears everywhere!

When you need to update your profile with new services, brands, or seasonal promotions, you just update your information once in the centralized master profile, and LeadConnect automatically distributes your updates across the Internet—rather than having to go to each individual search engine or directory and manually update each one.

Learn More:
""Advertise Locally for $39 a month!""

Your Business Phone and Yellow Pages Advertising

You might be wondering: What kind of phone number should I set up for my home inventory service business? Should I use my existing home number? My existing cell phone number? Should I get another cell phone number? Or should I get a separate business phone line?

There are pluses and minuses to each. There's no extra cost if you use your existing home or cell phone numbers, but you won't get a tax deduction for using either of them. And you won't be able to answer your phone professionally ("Georgia Home Inventory, this is Louise").

Add a line to your existing cellular contract, and you'll be able to answer with your business name, but you'll be using minutes (unless you're on an "unlimited local calls" contract like Cricket). But, in many markets, you can't get a listing in the local Yellow Pages with a cell phone as your primary number.

Because in the Home Inventory Service business, "all business is local," you should consider at least a line listing in your local Yellow Pages (many areas have more than one book; choose the "major" book for your area, even if the "other" book offers you a better deal). It's probably not worth your while to pay for anything more than a line listing, as (at least in my local books), there isn't a specific Yellow Pages section for "Home Inventory Service." You just want to be listed in the White Pages so that if someone knows your business name, they can find you there.

A business line will get you a free listing in your local Yellow Pages (generally, it's a free listing in the white pages, and a "line" listing in the Yellow Pages). As your business grows, you will want prospective customers to be able to find you ... and if they've heard the name of your business, they will want to find you in the phone book. (Yes, I know it's hard to believe that people still use phone books in this day and age!)

You might also look into a "Market Expansion Line" with your current (landline) service provider. This is a service that provides a new phone number, but the calls ring in on your existing phone line, with a different ring tone. (That way, you can know to answer it with your business name.) When I set up mine in the early days of my business, you paid a small monthly fee, and then only paid for the calls that you received. I believe it was also eligible for the free Yellow Pages listing, and you can convert it to a "traditional" phone line at any time in the future. I think you can also have it "forwarded" to any phone -- so technically, you could have it forwarded to a cell phone.

There are a TON of options out there nowadays, so check with your local phone company and see what they offer.

Here's a link to Qwest's Market Expansion Line info:
http://www.qwest.com/pcat/large_business/product/1,1016,117_4_25,00.html

You can find out about your local Yellow Pages directory options through the national association:
http://www.buyyellow.com/index_flash.html

Or by using the contact information in the directories you likely have laying around your house

If you ARE using a non-business phone, we recommend a service like Innuity's LeadConnect to get your business listed in *online* search directories (like Google and YellowPages.com). Click on the link below to find out more (the service is just $39.95/month or $199.95/year). Click here and "Help your customers find you!""

More Ideas to Get You New Clients

Here's some more ideas to grow your home inventory service business:

• Get involved in civic, charitable, or political organizations in which you can get to know influential people.
• Create a brochure that describes your services. Include the range of services you provide, your experience, your background, references, and testimonials.
• Set goals for yourself. ("I intend to increase my personal billing revenue from x to y.") Then, outline steps on how you can accomplish this goal.
• Keep on top of trends in the home inventory service industry. Keep tabs on what is going on in other parts of the country.
• Keep your skills sharp. Never stop learning!
• Be completely client-centered. Determine what it is that clients want and need and focus on meeting those desires.
• Develop a mission statement -- a client-centered, action-oriented statement of how you provide benefits to your clients. These are the culture, objectives, planning, strategy, policies, and procedures you adhere to.
• Educate your clients. Tell them in simple terms what they can expect to happen and what you are going to do and when.
• Keep track of client details. After each client contact, write a note in your file on personal matters (children's and pet's names, occupations, etc.)
• Give clients more than they expect.
  

To Video or Not to Video, That is the Question

Should you videotape (or digitally record) an inventory? It depends. A videotape or DVD record can be part of your service offerings (for an additional fee), but most traditional, professional home inventories are paper-based -- for the simple reason that most insurance agents will not want to search through a DVD to get the information they need to process a claim. A DVD or videotape, however, can be useful for supplemental purposes, or to establish ownership.

Some home inventory service professionals use video cameras and/or tape records to collect the information necessary to compile the written inventory record. Even if you videograph everything, you'll still need handwritten records to detail key items (but the videotape can be used for things like light covers -- which, unless they're solid gold, probably don't need to be individually documented).

Don't rely on a tape recorder too much either -- one, it's possible to spend twice the time transcribing it that it took to record it in the first place and second... they're not infallible either (I've had mine jam before, batteries die halfway through without me noticing it, and run out of tape and not "click off" to warn me ....)

I'll never forget the time (back in the pre-digital camera days) that I took a whole roll of "film" and then went to load in the second roll and discovered that there was no film in it to begin with! Aughh! Talk about embarrassing -- and time wasting! Be sure that you're truly "rolling" (recording) as you progress through the videotaping/digitally recording procedure.

I personally feel that the amount of time it takes to transcribe the record is disproportionate to the time saved at the client's job-site, but offering a video (or DVD) to supplement the written record can be an additional profit center. You can also offer a video or DVD for estate-planning purposes (have the owner narrate *who* each item is to be given to.) Charge extra for this service too.

Working with Insurance Agents

Insurance agents can be a great source of new business -- but the challenge is building the relationship initially. The first insurance agent you should network with is YOUR insurance agent. You will already be speaking with him/her because you'll need to line up business insurance for your new home inventory service business. Ask him or her how you can work with them to increase awareness of the need for a home inventory. (After all, most insurance companies either recommend or require a home inventory from their customers.)

Perhaps you can do a co-branded postcard to the insurance agent's customer database. This is a postcard YOU pay to print, produce, and mail, but the agent provides the mailing list and an "implicit endorsement" of you by allowing his/her name to appear on the postcard.

It might read:
"State Farm recommends you maintain an inventory of all of your possessions to maximize your insurance coverage. When you need to make a claim, will you have the information you need?"

Include a few tips for conducting an inventory, and close with the tag: "If you need assistance with compiling your home inventory, contact (YOUR NAME) at (YOUR BUSINESS NAME)." Include your phone number and website address.

For best results, include your photo and the insurance agent's photo and contact information. I recommend using "oversize" (at least 5x7) postcards. The total cost should run you about $1.00 per postcard (including printing and first-class postage).

Get Your Postcards from VistaPrint:
50% Off All Postcards


Want to expand your network of insurance agent contacts?
Have clients sign a release of information form for their insurance agent. Send a letter to the insurance agent, notifying them that an inventory has been completed on (date) and enclose your contact information for their file in the event of a claim. For best results, make the release form a two-part NCR (carbonless copy) form. Send 1 copy to the agent and retain one in your client file.

Income Potential From Your Home Inventory Service Business

Because the industry is so new, no one (that I know of anyway), is making this kind of income, at least not YET. But the potential is there, particularly if you focus on both the Home AND Business markets.

Conduct two inventories per day at an average of $225 per client, and you'll make $90,000 in gross income annually.

$225/client x 2 per day = $450/day
$450/day x 200 days (4 days/week x 50 weeks/year) = $90,000

Working part-time, and conducting 2-3 inventories per week, you can still earn $22,000 to $33,000 a year (not bad for a part-time job!)

$225/client x 2 per week x 50 weeks = $22,500
$225/client x 3 per week x 50 weeks = $33,750

It won't necessarily be easy, but it CAN be done -- and the market is ready for your business!

Finding Home Data

If your county offers it, you can access very useful home data online, for preparing initial job estimates (without a visit to the client's home) and for collecting data for the home inventory report itself.

For example, check out my county's site:
http://www.dcassessor.org/disclaimer.html

Click "I agree"

Under Parcel ID, enter:
R2114032914
and then click" Begin Parcel Search"

It will pull up the record for Roger Morrissey, the county assessor.

Click on the parcel number at the left and it will pull up his home's record.

Douglas County, Nebraska lists:
** Land value
** Improvement value
** Sales data (how much bought for, and when)
** Year built (and remodeled, if applicable)
** Photo and general floor plan of home, including style ("Ranch")
** Also lists square footage, including # of rooms, ## of baths and bedrooms
** Lists "add ons" -- such as sprinkler system and chain link fence in Mr. Morrissey's case.

This information can be used to provide a general cost estimate and plan the amount of time requred for the inventory (although you should ALWAYS verify the information yourself, especially square footage, because some counties only count "above ground" square footage ... and they don't always have the correct information. (For example, my parents have 1-3/4 bathrooms in their house, and the county only lists 1.)

Your county might have something similar.

Information Gathering - Tips & Techniques

The most important part of the home inventory process is, of course, the information-gathering process.

In this post, we'll discuss the information you will be collecting.

First, the "overview" items that you will need to collect:

• Home or apartment's overall square footage
• Type of design (i.e., "Colonial" or "Raised Ranch")
• Number of bedrooms, baths
• Size of lot
• Year constructed
• Builder (if known)
• Purchase price and date
• Current assessed value
• Appraisal information (if available – be sure to note date appraised)
• Photos of front of house and back of house
• Mortgage company
• Amount of annual property taxes
• Real estate agent information
• Home insurance information (policy number, copy of policy, expiration date, agent contact information)
• Title insurance (binder number)

What information to collect on items inventoried:

• Description (especially distinguishing features)
• Serial Number
• Purchase Information (date, vendor, price
• Appraisal information (if any)
• Warranty information (length of warranty, who with, contact information)

Substantiate this information with supporting documentation -- receipts, appraisal documents, photos of the item, etc.

You can create your own reporting method (using Word, Excel, or another database program), or you can purchase software applications which organize the inventory information for you. One of the most popular software programs is The Complete Home Journal Business.

Get Free Help for Your New Home Inventory Service Business

Most people who start a home inventory service business are not "serial entrepreneurs" -- instead, this is likely your first business. Because the statistics for start-up businesses overall aren't that great (it's estimated that fewer than 50% of business make it to the five-year point), you can increase your likelihood of long-term success by getting help with your new company.

One excellent source of help is SCORE, which stands for "Service Corps of Retired Executives." Their new Online Training programs are FREE, and can help you with your business start-up:
http://www.score.org/online_courses.html

With courses on business planning, financial management, tax compliance, advertising, and technology, you'll get ideas for establishng a solid foundation for your business. You can also take advantage of their free network of business advisors/mentors -- available in communities across the nation and now online!

There are also dozens of "how-to" articles online.

They also have a section on disaster preparedness (targeted towards business owners, but it has a lot of useful information for home inventory service business providers too!):
http://www.score.org/disaster_preparedness.html

Ideas to Get You More New Clients

Summer is traditionally a slow time for home inventory service businesses. I'm not sure why that is, and I'm sure it will change in the future, as more businesses are operated full-time, and not as a "spare time" business to earn extra cash.

With the end of summer in sight, here are some ideas for "jump-starting" your marketing to get the phone ringing again.

• Think "community involvement."
• Sponsor an offbeat, memorable event (say, a contest at the model home in a new housing development on a day they are having an open house -- choose one room, give participants 2 minutes to study the room, and then ask them to move to another room and list as many items as they can remember. Have a random drawing from all entries and the winner receives a $100 gift certificate towards your services (or a free Major Electronics Inventory -- valued at $100). Everyone who books your services at the day of the event (with a $25 deposit), receives a $50 off coupon. Collect contact information for the rest of the participants, and send them a follow-up mailing with a free gift (child ID kit, first aid kit?) if they book within 90 days.
• Emphasize your confidentiality.
• Speak at community events (homeowner association meetings, collector's groups)
• Network with people you know. Look to neighbors, vendors, and friends as a source of referrals.
  
• Ask clients for referrals. Be sure to explain what kinds of clients you are looking for (not just their neighbors and relatives, but friends that might live in an apartment, or who are moving soon, or their parents -- who might need an inventory for estate-planning purposes, or small business owners who need an inventory of their office equipment).
• Develop sales scripts for telephone inquiries. Ask questions leading to your service (do you currently have an inventory? Did you do it yourself, or have a professional prepare it for you? Are you conducting an inventory for insurance purposes, or estate-planning?
• Use both sides of your business cards. VistaPrint offers an "appointment reminder" set-up for the back side of your business card.)
• Offer gift certificates.
• Clip articles featuring your business. Distribute reprints.
• Market systematically. Set up a routine to send out letters, make calls, or write articles and news releases one day a week or at a set time.
• Create a handout of handy tips -- here's a neat idea -- use these in brochures, seminars, and news releases.
• Collect testimonials. These build credibility with prospects and solidify your chances for a referral from the individual giving the testimonial.
  

Better Yellow Pages Ads

What you write in your Yellow Pages ads can make the difference between you getting 3 calls a week -- or 3 calls a DAY. The more calls you get, the more clients you can book, and the more revenue you can make!

How can you maximize the money you are spending in this medium?

Here are some of my top tips:
1. Focus on the READER. Remember, it's BENEFITS, not FEATURES. "Get back to normal faster -- and maximize your insurance reimbursement in the event of a claim," not "get a home inventory".

2. Emphasize CREDIBILITY. Include mentions or logos of associations you belong to. Mention how long you've been around. ("3 Years in Business") and include Better Business Logo or Chamber of Commerce affiliation if you've got them.

3. Make it EASY for them to work with you. Mention hours of operation (either specifically -- DAY/EVENING/SAT. APPOINTMENTS AVAILABLE).

4. Help them see your services are for THEM. (Need an inventory for your insurance company? Estate planning? Because you're moving?)

5. Don't forget a CALL TO ACTION. At a minimum, this is your phone number, but it can also include your e-mail address and web site. Lead them in with "free checklist of items to inventory" or "ask for our free booklet, 'How to Make Sure You're Covered in the Event of an Insurance Claim'" or whatever you can do to get them to CALL you.

Your New Business Startup Checklist

Here's some items to add to your "to do" list for starting your home inventory service business:

• Secure startup funds ($1000) – for initial marketing materials (business cards, website) and equipment (home inventory service software, camera, props, etc.). This presumes you already have a home computer and printer.
• Name your business (be sure to check availability of registering your name with the state, and finding a good, compatible website domain).
• Apply for a federal tax identification number.
• License your business (if required for your state).
• Obtain business insurance (including liability insurance).
• Develop your business plan and marketing plan.
• Set up your business phone number (or at least a separate phone number; for example, a second line on your cellular phone account)
• Join NAHIP.
• Conduct two sample inventories (minimum) and obtain testimonials.