Wildfires Threaten Los Angeles

Those in areas prone to wildfires may find this useful information in marketing their services. No one -- even Christopher Lloyd -- is immune to threats from Mother Nature.

About 2,600 acres were burned so far and gusts in the area exceed 75 mph. A map of the fire is at tinyurl.com/sayrefire.

Firefighters, two of whom have suffered minor injuries, are trying to stop the blaze before it reaches Santa Clarita, a bedroom community about 40 miles from the center of Los Angeles with a population of 180,000.

A second fire ravaged hills above Southern California's Santa Barbara coast for a second night after roaring through the exclusive Montecito enclave leveling 111 homes.

Those reported to have lost houses in the community dubbed "America's Riviera" included actor Christopher Lloyd, best known as the zany scientist in the "Back to the Future" movies.

New Tool for Inventorying DVD, Books, CDs

There's a new tool you can use to quickly inventory client books, CDs, and DVDs. The tool, a handheld scanner, reads bar codes.

The Groqit scanner is portable, allowing users to take it with them while shopping to check titles against home inventory or create wishlists for friends to view. Scanned information can be uploaded to Groqit.com and translated into detailed listings that include titles, authors, and more.

An Example of Publicity After A Storm/Disaster

This news release by Total Logistics Solutions is a perfect example of a company building on the publicity generated by large natural disasters. This news release was posted on PR.com for distribution to news media around the world. It generated news coverage of their product, Cover Your Assets home inventory documentation system.

What have you done to get publicity?

The Aftermath of Ike: The Need for Home Inventory Services

This is a news release I wrote -- this one is geared towards home inventory service professionals who live in areas outside of Texas (i.e., Louisiana, Florida, South Carolina, Georgia, etc.)

HURRICANE IKE VICTIMS MAY BE REVICTIMIZED BY INSURANCE COMPANIES

Hurricane Ike has come and gone, leaving billions of dollars of destruction in its wake. The state and federal government will pay to fix the damage to the infrastructure of Texas and Louisiana; small and large businesses will file insurance claims to cover their losses. That leaves the individual homeowners. They too will file their insurance claims -- the first step in a slow process of recovery. But while many businesses have "business interruption" coverage to help them cover costs in the meantime, individuals do not.

Insurance companies will dispatch their mobile disaster claim units to Texas, and the first thing the customer service representatives and agents will ask for is documentation of the loss.

For those that are quickly able to produce a comprehensive home inventory, processing the claim will begin almost immediately. For those without one, the process has just begun. They must begin to compile an inventory -- a difficult experience for shell-shocked survivors whose homes may have washed away or been reduced to a pile of rubble. Some may have to rely on their memories to reconstruct a record of their belongings. Others will have to slosh through their flood-ravaged homes to compile a record. In the absence of documentation or proof of ownership of the goods claimed, much of their claim may be denied.

"Your heart goes out to those who have already suffered the loss, and then must wait to start putting their lives back together because they can't prove what they've lost," says Bridget Brooks, editor of THISmagazine, a trade journal for home inventory service professionals. "For those who live in many hurricane-prone areas, it's not a matter of IF, but WHEN something will happen."

While many survivors of hurricanes will tell you "It's just stuff -- and stuff can be replaced," the hard reality is that many of them will receive an insurance settlement that is only a fraction of their loss, due to inadequate documentation.

For example, you may have just purchased a brand-new, 42" high-definition flat screen television for your living room. But if your home is swept out to sea in a hurricane, the insurance company may only pay to replace a "standard" television (at 1/3 to 1/2 the cost you paid) in the absence of proof of your purchase.

A comprehensive home inventory -- updated regularly -- is the only way to facilitate speedy, comprehensive payment of your claim. And while it's true that anyone can compile a home inventory, the harsh reality is that fewer than half of all homeowners actually have one.

A news release from the National Association of Insurance Commissioners (NAIC) reports that 48% of all consumers do not have any kind of an inventory. Further: "Of those consumers who reported having a checklist, 32 percent had not taken any pictures and 58 percent had no receipts validating the cost of their possessions. In addition, 44 percent of respondents acknowledged that they had not stored their inventory in a remote location," the survey found.

"When you live in a hurricane-prone area, not having a home inventory is just foolish," says Brooks. "We all hope that hurricanes don't hit, but if -- and when -- they do, you'd better be prepared. Prepare an emergency plan; prepare an evacuation plan; and most of all, prepare a home inventory -- or contact a professional who can compile one for you."

Brooks notes that the cost of a professionally-prepared home inventory ranges from $99 to $500, depending on the size of the home and the detail involved in the inventory (special collections and extensive belongings require more time to compile).

Market Potential for Home Inventory Service Businesses

What is the potential market for your home inventory service business? In theory, every homeowner, apartment renter, and business owner is a viable prospect.

A news release from the National Association of Insurance Commissioners (NAIC) outlines the number of individuals who do not currently have an inventory -- 48%, according to their survey.

"Of those consumers who reported having a checklist, 32 percent had not taken any pictures and 58 percent had no receipts validating the cost of their possessions. In addition, 44 percent of respondents acknowledged that they had not stored their inventory in a remote location," the survey found.

The insurance industry supports the need for a home inventory. “A comprehensive list of your belongings and their value will help you file an insurance claim after a disaster,” said NAIC President and Kansas Insurance Commissioner Sandy Praeger. “Creating an inventory and storing it in a safe location away from home is one of the most basic — and most effective — disaster preparedness steps anyone can take to help protect themselves and their financial future.”

An Idea for an Additional Service/Profit Center

I was reading the July issue of Inc. magazine and came across the story of ScanDigital, a company that scans and color-corrects photos. This sounds like an excellent add-on service for a home inventory service business -- and really, I see our industry going towards more full-service "disaster preparedness & recovery" in the next 3-5 years anyway. (I see this including not only inventorying property, but also marking it (i.e., DataDots); equipping households with disaster plans and emergency preparedness kits; consulting on securing valuables -- especially for quick evacuations, etc.)

You can read about a similar company in this article. It's not necessarily to offer "dirt cheap" pricing -- most of the prospects you're working with will be your existing customers, and this will be the first time they've heard of this service. As long as you're competitive with online rates (don't forget that your customers will save shipping and handling charges), you should be able to make some extra money off this service.

In the Inc. article, ScanDigital reports their average order is $330, and they get the majority of their customers via word of mouth. They als get residual revenue from customers, reporting that 15 to 20 percent of customers order mugs, additional prints, DVD slide shows, and calendars.

TS Gustav Headed Towards New Orleans

A tropical storm is headed towards the Gulf of Mexico ... and may build into a hurricane before it reaches New Orleans. City leaders there are sounding the warning now ... and it's time for you to use this opportunity to get publicity for your home inventory service business.

My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes a hurricane news release. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385

The Power of Public Speaking

One of the most effective ways to promote your home inventory service business is public speaking. I know, I know -- most people would rather do almost anything than get up in front of a group of people and talk, but the type of public speaking I'm talking about is fairly low-key.

What you're looking for is the opportunity to talk for 10-15 minutes about disaster preparedness -- and the ideal group is a homeowner's association's regular meeting. You'll create a basic handout with 5-10 tips for preparing for the types of disasters that are likely in YOUR area. (In Nebraska, where I'm located, that's tornadoes and flooding. In California, it would be earthquakes and wildfires. In Florida, it would be hurricanes.)

One of the tips, of course, is conducting a home inventory. I recommend giving away some information related to this -- for example, a checklist of items that should be included in their home inventory. Believe me -- even if a prospect has a list of what they should do (and these lists are widely available on the Internet), that doesn't mean they are going to do it.

In exchange for speaking to the group, negotiate for a free or reduced cost ad in the organization's newsletter. Hand out a coupon good for a %/$ off the cost of the inventory if they sign up within a specific period of time (30 days?).

How can you get the opportunity to speak to a group? Contact your local city government and see if they maintain a list of local homeowner's organizations.

"Disaster" Closer to Home

This is what's left of the tree in my front yard.

The tree just split in two -- fortunately, it fell away from the house
(although it completely blocked the street).

We've had more than a foot of rain over the last few weeks, weakening the hold the roots have on the ground. When 80-mile-an-hour winds came through, the tree just came out of the ground. This is the view of my backyard from my neighbor's driveway.

Just yesterday, I talked with my insurance agent after receiving my business insurance renewal policy. I wanted to make sure that my coverage was still adequate, since it had been a couple of years since I'd looked at it.

Good thing. A huge, fast-moving storm moved through today, packing 80- to 100-mile-per hour straight-line winds. We lost two of our mature trees in our yard (see photos), although it could have been much worse. Neither tree hit the house -- although the way the wind was blowing in (straight from the west), the one in the back yard should have crashed into the house. Instead, it fell to the south, taking out the fence, but sparing the house.

As I told my husband MANY times today ... it could have been a lot worse.

The damage wasn't significant enough to require a claim, but I've got my updated home inventory ready anyway. When disaster strikes close to home, make sure you're a good example for the public about being prepared.

More California Wildfires Threaten Homes

What a crazy year this has been! Unprecedented wildfires, tornadoes, and flooding. Only a couple of monster hurricanes would make this wild and crazy weather season complete.

The weather is big news right now -- and if you're not using it to get free publicity for your home inventory service business (especially to draw attention to the NEED for conducting a home inventory, whether you do-it-yourself or hire a professional), you're missing out on a great opportunity.

The $99 Sweet Spot

I know a lot of people get into the home inventory business with the promise of GETTING RICH QUICK!!! but the reality is, it takes time to build this business. The general public is pretty much unaware of the availability of providers who offer this service -- and, until they have a claim, they don't understand the need.

So I'm going to buck the conventional wisdom and encourage new (and existing) service providers to see their business development efforts as a longer term strategy.

I live in Omaha, Nebraska -- the home of the college baseball national championships -- the College World Series -- and I'm going to explain this strategy with a baseball analogy.

Instead of trying to hit a "HOME RUN" -- that is, a $400-$500 inventory order -- try hitting a series of "base hits." Your first goal would be to get prospects to allow you to come out and offer a free evaluation of their needs. That will allow you to see what they've got to inventory (home, garage, shed?) and show them your sample inventory book.

Your second goal should get them to buy SOMETHING. That might be an Express Inventory (a concept I outlined in my earlier post on jumpstarting your home inventory service business), or an entry-level package (under $150).

Your third goal should be to sell them an ADDITIONAL service, such as a DVD add-on to their Express Inventory, or maybe some Data Dots labeling, or a home disaster kit or first-aid kit or a home fire extinguisher.

Your fourth goal should be to recontact them after six months and do either an Update Inventory or expand their initial inventory to include further detail (maybe getting them to spend an additional $100 to do a detailed inventory of their garage or basement this time around).

Your fifth goal (and this can come anywhere along the first four steps) should be to get them to refer 2-3 other folks who might be interested in your services -- that could be neighbors, friends, or relatives.

This is a business that will build over time. Build positive momentum by getting some sales (even small ones) under your belt right away ... and then build up to larger ones. It's a strategy for success ... and the sweet spot is easier to achieve than trying to ring up a $500 sale right off the bat.

Spring Severe Weather a Marketing Opportunity

The recent above-average outbreak of severe storms and tornadoes has provided a marketing opportunity for home inventory service business owners in the Midwest. Photos of devastation and families sifting through their lost belongings are potent reminders for prospective clients about the need for home inventory services.

If you are a home inventory service provider in an area that has been hit by tornadoes -- or is traditionally a tornado-prone area, use this opportunity to generate media coverage of your services. Send out a news release or call your local television station and offer to show how homeowners should conduct a comprehensive home inventory. Now's the perfect time.

My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases, including one appropriate for adapting to promote your services in a tornado-prone area. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385

Wildfires Continue to Burn in California

About 1,400 homes remained under evacuation orders — more than 300 of them mandatory — while more than 900 firefighters and a swarm of tanker planes and helicopters continued dousing the area, near Gilroy, Calif.

Officials said that of the 12 structures destroyed, at least two were homes. Three schools in the area closed because of the fire, officials said.

Ian McClelland, 50, who has lived there since 1987 on his 23-acre ranch, woke up Thursday morning to an orange glow on the hillside. After returning to his property later, nothing was left except the concrete foundations.

Analysts Expect Busy Atlantic Hurricane Season

Already it's been an above-average year for tornadoes in the U.S., and the Atlantic hurricane season is expected to be just as busy, according to analysts. This year, there is a 65 percent chance of an Atlantic hurricane season with more storms than normal, officials with the federal government's Climate Prediction Center warned today.

The Climate Prediction Center outlook calls for considerable activity with a 65 percent probability of an above normal season and a 25 percent probability of a near normal season. This means there is a 90 percent chance of a near or above normal season.

For 2008, the outlook indicates a 60 to 70 percent chance of 12 to 16 named storms.

Wildfires in Florida

This has been an active season for natural disasters that remind prospective customers about the need to inventory their homes! The latest calamity is a series of wildfires that has destroyed nearly 70 homes in Florida.

Find Crime Stats for Your Area

One of the most compelling cases you can make for prospects -- whether they are homeowners or business owners -- is to bring the threats "home" to them. Make the potential threats they face real to them, by identifying statistics for your area.

In a Google search, I found HelloOmaha.com, which includes crime statistics for Omaha (where I live). Look on the site and see if your city statistics are offered -- click on the blue "Visit Other Cities" link at the top of the page.

By finding the site, I found that Omaha had (in 2006):

• 304 robbery reports
• 10,499 property crimes
• 1,469 burglaries
• 7,477 thefts
  

Jumpstart Your Home Inventory Service Business

One of the problems I've had with the current marketing of home inventory service businesses is that the emphasis of the sellers of "business start-up systems" on getting people to purchase a "Cadillac" of inventories right off the bat.

I understand their reasoning -- it's hard to get people to invest in a $300-$500 "startup kit" with the prospect of making $500 a month. But that's also the REALITY of the situation that most home inventory service business owners face.

The home inventory service business is in its infancy at this point. Few people have heard of the service ... even fewer nationally have actually used a home inventory service business to document their possessions. Of course, once they do decide to use the service -- and particularly if they ever need to file a claim -- they're sold. But understandably, few people want to be pioneers.

So when you come around and offer to document all their possessions for $300-$500, you face some hurdles:

• They've never heard of someone offering this service before, so you need to educate them.
• They don't know you, and they're trusting you to come into their home. (How do they know you're not going to use that information for nefarious purposes?)
• A minimum investment of $300 is quite a bit of "insurance" to purchase when they don't know if they'll have a claim or not.
• They think that their existing insurance will cover their losses (it often isn't until they have a claim that they realize the burden of proof that is required from them).
  

Instead of looking to hit a home run -- especially with a NEW home inventory service business -- try to just get on base. You're not going to make a million dollars in your first year of operating this business ... but you might make a $1000. And you might make $2,000 in your second month. (And who couldn't use an extra $15,000-$20,000 a year from working part-time?)

Jumpstart your business sales by offering an "Express" Inventory for $99 (or $149 with a DVD video). Offer 60-90 minutes of services focusing on overall documentation (photos by the room) as well as documentation (1-2 photos plus serial number and purchase price recording) of up to 20 items (big ticket items -- TVs, computers, iPods, stereo equipment, etc.). Offer to document additional items as an additional cost (say, 1o more items for $25 or 25 more items for $50).

This will help you start generating revenue while building your client list. You can do up to 2 of these express inventories in one evening (one from 5:30 to 7 and the other from 7:30 to 9 p.m.). Do 5-6 express inventories in a week, and you'll earn an extra $2,000 a month. Plus, you'll build a portfolio of inventories, an opportunity to convert them into full inventory package orders later (offer a $25 gift certificate towards an upgrade to a "full" inventory package), and you'll have a list of clients you can contact in 6 months or a year to do an "update" inventory. Plus, you can generate referrals from these customers.

See if you can get the initial customer to refer someone right off the bat. You might offer the service for $79 if they refer someone who books an appointment with you for an Express Inventory and becomes a customer. Offer a $20 discount off for each referral -- if they refer five customers, they get their inventory for free!

In your first couple of months of business, you might end up doing a dozen or more of these "loss leader" inventories -- but you'll be building your business. And I've always felt that the home inventory service business should be one where you don't just serve the client ONCE -- you work with them once or twice a year. Do the initial express inventory and then contact them for a six-month update with an additional 10-20 items for a $59 fee.

If you do 20 inventories in a month, you'll have done more than 200 by year's end ... and the likelihood of one of those individuals needing to file a claim during the year is quite high (11% of homes file an insurance claim each year, on average). That will allow you to get testimonials from satisfied customers who were able to use their inventory, and will help connect you to insurance agents who are in the position to refer more clients.

You'll earn more revenue from a series of "base hits" ($100/express inventory) than trying to hit a home run ($300/full inventory).

Tornado Season Is Here

As severe weather season begins, now is a good time to remind prospective customers of the dangers they face in not inventorying their homes. The national news coverage of homes in the Midwest wiped out by tornadoes and strong winds is a powerful visual statement.

If you live in a tornado-prone or tornado-affected area, now is the time to pursue media coverage of your home inventory service business.

I've prepared a 16-page special report on "Getting Publicity for Your Home Inventory Service Business" that you can purchase for $10 using the link below. It will be delivered to you immediately upon ordering. It contains two sample news releases that you can send to your local media. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385

Purchase "Getting Publicity for Your Home Inventory Service Business" E-Report:

Enlist the Police Department's Help

On our local news tonight was a story about burglaries and break-ins ... and the difficulties police have in returning stolen goods to their rightful owners after the items are recovered. As you might guess, *serial numbers* are a huge step in helping reunite owners with their goods.

Contact your local police department and see if they have a property recovery division -- and see if you can speak to the person in charge of that operation. Explain what you do -- and ask for his/her help in getting the word out to the media about the importance of a home inventory in helping the police get items back to their owners. Then approach the media with this story.

Colorado Wildfires

Thousands of acres in Colorado have burned in the past few days as wildfires have swept across Colorado. If you live in Colorado (or any other area prone to wildfires), now is a great time to remind prospective customers of the value of a home inventory service.

One of my first exposures to the need for a home inventory came more than eight years ago, when one of my colleagues lost everything she had in a Colorado wildfire. She didn't have an inventory of her possessions and I donated some books to help her start rebuilding her professional library.

When I wrote about the South Carolina wildfires, I noted that the threat is year-round. Be prepared with your news release (linked to in that blog post) to educate the media in your area about the need for a home inventory.

California Earthquake Forecast

If California wildfires weren't enough, the latest California Earthquake Forecast says "The Big One" is a near certainty in the next 30 years.

According to the report, which brought together experts from the U.S. Geological Survey, USC's Southern California Earthquake Center and the State Geological Survey, also found that California is virtually certain to experience at least one major tremblor by 2028.

Bay Area earthquake probability map (Southern California Earthquake Center)

click to enlarge

Southern California earthquake probability map (Southern California Earthquake Center)

click to enlarge

According to the research, the chance of a 6.7 magnitude temblor -- the size of the 1994 Northridge quake -- during this period is 97% in Southern California and 93% in Northern California. The chance of a 7.5 quake -- which shakes at 16 times the intensity of a 6.7 quake -- is 37% in Southern California and 15% in Northern California.

The California Earthquake Authority asked researchers to create a statewide earthquake forecast model that could be used to set insurance rates. The research will be used to update "seismic hazard maps" warning residents and local governments about areas that have the greatest danger of property damage and loss of life in the event of a catastrophic temblor.

If your target market is California, this is yet another potential hazard to add to the list of reasons why homeowners should have a comprehensive home inventory.

Flooding is Latest Threat to Homeowners

Wildfires in California. Hurricanes on the gulf coast. Tornadoes in the Midwest ... and now severe flooding.

From USA Today:

Cities and towns from Missouri to Ohio suffered similar fates this week, as record flooding inundated entire towns and killed at least 15 people.

The massive flooding was compounded by a report from the National Weather Service on Thursday that predicted above-average flooding for the entire region.

From Louisiana to Nebraska and from Wisconsin to Pennsylvania, the weather service anticipates regular flooding for areas that sit along the Mississippi, Missouri and Ohio rivers.

The report upset people already facing a historic start to the flood season. Flood conditions have affected 250 communities this week.

Denial about Mother Nature's capabilities means many of these homeowners and businessowners likely haven't prepared a home inventory.

"They need to keep that kind of news to themselves," said Kim Wilson, 50, who was evacuated from his home in Poplar Bluff, Mo., but was spared when the water stopped a couple of inches from his doorstep. "I'm going to pray this is the worst of it."

Robyn Bowling could see the James River roiling from the front door of her one-story ranch. Her family bought the four-bedroom house in Galena, Mo., four years ago in part because it sits on the scenic banks of the river.

She and her husband, Richard, took their five children to the homes of friends who lived farther away, but the couple returned to the house.

By early Wednesday, the river's dark, murky water rose through the floorboards under Robyn Bowling's feet. It poured in over the front porch and under the door, as the flood swept furniture, lumber and trash past their house.

"I don't think any of us believed it would come up," says Bowling, 36, a homemaker.

The couple made a hasty retreat through their backdoor. On Thursday, they went back to assess the damage and found every room in the house covered in slime and mud left by the receding waters. All of their furniture, their beds, appliances and at least one computer were destroyed.

Media Coverage of Tennessee Home Inventory Service Business

News releases can lead to media coverage of your business.

Just ask A.J. Farley, owner of Farley Home Services in Murfreesboro, Tenn. A news release he sent out generated a story in the Murfreesboro Post.

To build on this initial coverage, I would recommend:

• Sending a copy of the article to all your referral sources (insurance agents, real estate agents, estate attorneys, etc.) and past clients.
• Including a copy of the article in any information you send or give to prospective clients.
• Creating a "Press" section on your website, and include any news releases you've sent, fact sheets/media kit information, your photo and bio, and links to articles about your business.

Remember, publicity begets publicity. Read this blog post for more ideas on how to leverage your publicity to get even more media attention. This blog post will give you more ideas on how to use news releases to generate publicity. (Or use the Blogger search box in the upper left hand corner -- search "Publicity" to find even more resources.)

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Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase it for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385

Home Inventory Service Business Scam Update

I received an e-mail from a blog reader wondering about a company that advertised in Colorado for a home inventory service business start-up business opportunity.

As mentioned on the Complete Home Journal message board, this is a scam, similar to the ones I warned my readers about a few months ago. The company name is Esrom Inc. and they offer a startup kit for about $600. The principals' names are Larry Moore and Carol Simms.

As I told Roy, RUN, don't walk away from this offer.

If you're looking for a legitimate opportunity, the Complete Home Journal product is recommended by several of my readers.

Get Folks To Your Website

I'm a huge proponent of "giving stuff away" to get traffic to your website. (It's also a great way to build visibility for your Home Inventory Service business).

One great example of this is the "Monthly Honey Do List" from Double Check Your Assets LLC. You can find it under the "Downloads" section. He's also got another fabulous tool, the "Website Self-Test" (although Erik, I'd think of a different name for it.) Basically, you print out the sheet and try to list everything in one room in your house. Then, when you get home, look around and see everything you forgot. This would be a great giveaway for a trade show (with tips and your home inventory business contact information on the back side).

10 Biggest Mistakes THIS Business Owners Make

I'm updating my mailing list again, and the number of firms that have disappeared from The Home Inventory Service business ranks is disappointing.

Sure, this is an emerging industry, and it's tough to get things started, but I've identified (at least) 10 mistakes that can cause your home inventory service business to fail quickly.

1. Not building a connection with prospects. Going into someone's home or business is an intensely personal process. Establish rapport and trust from the get-go -- who are you, why are you in business? Feature your story and photo on your website.
2. Not building alliances. Trust and credibility can be leveraged -- build relationships with insurance agents, professional organizers, estate lawyers, and financial planners and use their networks to build your visibility.
3. Not having a website. This includes registering a name ("parking" it) and not doing anything with it. Almost as bad are pages that say "Under Construction" or "Coming Soon" or "Site Not Ready Yet." If you've only got enough for 2-3 pages (About Us, Services, Contact Us), then just build those pages. Add pages when you've got the content ready! And make sure your site loads quickly! (Test it on old browsers and old computers, just to make sure.)
4. Not providing enough contact information. If you only provide a web form -- no phone or e-mail address -- you're not convincing your prospective customers of your staying power. Reassure them you'll be there for them in the future when they have an insurance claim. Make sure you keep your contact information on your site up-to-date.
   
5. Not building credibility. Provide lots of information -- sample reports, tip sheets, testimonials from customers (even if these were "test" inventories).
6. Not identifying the prospect's "pain." Don't talk about the "features" of your service (the HOW of the home inventory. Focus on the WHY -- the peace of mind, the adequate insurance coverage, the faster "back-to-normal" speed.
7. Not making a good first impression. Does your website have typos? Is it confusing or hard to navigate? Is your business name and logo clear and compelling? Is your voice mail message professional? Do you get back to them in a timely manner?
8. Are you confusing your prospective customers? If you get a prospect to look at your website, you've halfway home! (Awareness of the existence of home inventory documentation services is extremely low. If you get them to your site, chances are they NEED or are INTERESTED in your services.) Don't sell Google Ads on your site, or advertise your pet-sitting business and car detailing services on the same page you're promoting your home inventory services. Help them understand exactly what you offer, and what steps to take to retain your services.
9. Trying to hit a home run instead of a single. Don't try to make a $300-$700 sale from the initial contact. See the sales process as a PROCESS! Get their name and contact information (e-mail, phone, address). Ask questions to understand why they're interested in your services (usually there's a REASON -- fear of the upcoming hurricane season, or their neighbor just lost everything in a house fire). Then take a baby step -- ask if you can come and do a free estimate. Once you're there, offer them CHOICES: An express inventory for $99 (walk-through video inventory and photos -- up to 1 hour); a silver package for $199 (up to 2 hours); a gold package for $299 (up to 3 hours); or a comprehensive package (including full written report, and DVD, etc.) for $499. Get *some* kind of sale out of it, and then work on upgrading them over time.
10. Not being patient. This is not the kind of industry where you can come in and "buy" clients through offering lower prices or heavily advertising. It will take you time to build your business -- about three times as long as you expected. It will also cost you about twice as much as you anticipated. But it will all pay off -- and your business will explode -- the first time one of your clients files a claim.
    

So don't make the biggest mistake of all, and give up too soon.

An Example of Publicity

One of the best ways to generate visibility for your home inventory service business is through publicity. But once you get the publicity, you need to maximize it for optimal results.

One example of how to do this can be found on the Oasis Professional Organizers web site. Owner Marc Rifkin was quoted in an article in the Seattle Times newspaper in an article on the importance of home inventories.

Marc links to the article on his website, but he can do more:

• Scan the article in and include it on the website. At a certain point, web links expire (especially for online newspaper articles).
• Print copies of the scanned articles and use it to get more publicity. Leverage the prestige of being quoted in a small publication to get quoted in a larger one -- or vice-versa.
• Mention the coverage in your client marketing materials. ("As quoted in the Seattle Times")
  

Increasing your profile is a key part of success in this industry, so use every opportunity you have to get publicity -- and make sure you get the MOST out of it too!

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Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase it for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385

S.C. Wildfires a Reminder Threat is Year-Round

This weekend's wildfires in South Carolina are a grim reminder that the need for a home inventory to help replace items lost in a wildfire doesn't end with the summer. More than 100 homes are smoldering in South Carolina after this weekend.

I've been reading the responses to the first-ever industry survey, and one of the biggest challenges remains attracting clients, and spreading the word about home inventory services. Sending news releases (like this Wildfire-related one) is a great way to get the attention your home inventory service business needs.

Exhibit at a Trade Show

Have you considered advertising your services at a trade show? In addition to local shows, like a "Home & Garden Show", there are specialized trade shows (like the Hurricane Expo) that enable you to reach prospective customers in large numbers.

There are some keys to getting the most out of your involvement, however:

If possible, share the cost. Approach your insurance agent and ask if he or she would be interested in sharing a booth. You might name your booth "Peace of Mind" and then have both of your company logos on a sign below that.

Make your own signage. You don't need a $1,000 booth -- have some professional signs and banners made, and get some disaster photos blown up.

Have a contest. A memory contest would be a good way to reinforce the principle of a home inventory service. Create a contest where you have 3-4 people compete against each other to see how many items they can write down from memory after looking at a photo of a room for 1 minute. Offer the winner a prize -- say, a $50 towards your service.

Conduct a drawing for a Free Express Inventory (up to one hour of service, or [$] towards a full inventory). Use the drawing to collect the name of qualified prospects. But don't just collect names and addresses. Ask for e-mail addresses too, and ask if they are interested in a Free Guide to Conducting a Home Inventory.

Give something away. Imprinted pens or notepads are good, as are refrigerator magnets.

Staffing makes a huge difference. Of course, you'll be working your booth -- but you'll need help. You need at least one other person to help interact with people while you engage with potential clients. Choose someone with an upbeat personality who isn't afraid to help you draw attention. My mom has always been my best trade show worker -- she's non-threatening (think 60-something, short, and silver-haired), and isn't afraid to stop people to ask them to sign up for the drawing.

Don't be afraid to SELL at the show. Make sure to have sample (fictionalized) inventory books available for people to look through. Set appointments at the show -- offer a substantial discount (30-35%) for folks who put down a non-refundable $50 deposit at the show. Ideally, you want to walk out of a show with a half-dozen or dozen appointments.

Follow up...quickly! You might be exhausted when you get home from the trade show ... but now is not the time to rest. Instead, create a mailing list of prospects -- and tag them as A, B, and C. "A" prospects either won a prize or set an appointment. Follow up with them first. (To confirm the appointment and reinforce your interest in working with them to provide peace of mind.)

"B" prospects provided an e-mail address and requested more information (the free guide mentioned above). Send them an e-mail within the next 24 hours with the guide attached, and a link to your website. (Create it -- a simple one-page tip sheet -- BEFORE the trade show so it's ready to go. (Follow up with a phone call to these individuals within a week to make sure they received the guide and "to see if they have any questions about conducting their inventory.")

"C" prospects didn't provide an e-mail address, but they might have provided a home address. Send a postcard to these individuals and direct them to your website for free resources on emergency preparedness and disaster planning. (You do have those resources on your website, right?)

Exhibiting at a trade show is expensive -- so make sure you are prepared to capture sales at the show, and to follow up to make the most of the leads you identify.

Improve Your Client Acquisition Rate

Getting an incoming call from a prospect inquiring about your home inventory service business can be a blessing.

(It can take a while for all of your networking, advertising, and marketing efforts to yield that first call.) So when those calls starting coming in, you'd better be ready to turn those prospects into paying clients.

Develop a script to answer common questions and make your pitch for the sale. You'll feel more relaxed if you can focus on the person you are talking to .... and not wondering what information you need to know from the client.

What information should you collect? For starters:
• How did they hear about you?
• Have they ever had an inventory before (Have they done one themselves?)
• How large is the space to be inventoried? (Is it a home, an apartment, a business, a second home?)
• Have they had a recent loss -- or what is the reason they're interested in an inventory now? (This will help identify an "emotional trigger" you may be able to use to close the sale)
• What is their timeframe for completing the inventory, and what is their availability for an appointment for you to conduct an on-site estimate?)
• Collect their contact information -- including phone number and e-mail address (especially if they are not interested in scheduling a free consultation just yet.)

I recommend developing a "Lead Sheet" to capture information from new callers. This will ensure you gather all the information you need from prospective clients.

THIS Business Action Plan - Part 2

Here's the second installment in our series. (Click here for part 1)

6. Teach a class. An even better way to increase your credibility with prospects is to teach a class sponsored by another group or organization. Contact your local community college, for example. You will have to provide specific, detailed, useful information (you were anyway, right?!?!)... and no hard sell for your services.

7. Write a great ad for the phone book. Focus on the specific benefits you have to offer. Comprehensive services? Evening/weekend hours? Convenient payment options (Mastercard/Visa)?

8. Contact local property management firms. They may be interested in hiring you to conduct inventories of their properties as a service to their clients.

9. Offer free information. Educate prospects about specific aspects of the home inventory process. (For example: inventorying collectibles, or inventorying garages or off-site storage sites

10. Solicit referrals from happy, satisfied customers. Ask for referrals. Give out business cards stamped on the back with a special offer ($25 off complete inventory). Offer a bonus for the referring person ($25 off an annual update).

THIS Business Action Plan - Part I

Attracting clients to your home inventory service business requires action on your part. This series of blog posts will provide a mixture of tips -- some that are meant to be implemented in the short-term and some that can be developed over time. A few are designed to produce a one-time boost, while others are geared towards multiple exposures to targeted audiences.

1. Write a news release for your local newspaper. Anyone can submit a news release. News releases don't have to be long or flashy to be effective. But they do have to be newsworthy. There's lot of newsworthy items about your HIS business -- the fact that you started one (they're still pretty rare, which makes it newsworthy), educating the public about the need for an inventory, and what it entails, and announcements of new services, or community outreach you're conducting (workshops, seminars).

2. Send thank you notes after your client receives their final inventory report. You can use generic thank you notes or create customized thank you cards featuring your business logo. Tuck two or three business cards into the notecard and write a short, personal message.

3. Produce a client newsletter. Write your own articles or purchase pre-written stories. Send it out quarterly (at a minimum) to clients, friends, family, referral sources, the media, estate attorneys, and real estate agents.

4. Call companies that provide business inventories. Most of these companies only document physical inventories ("widgets"). Explore the opportunity to partner with them to provide full documentation services to their clients (including equipment and supplies). Offer to pay them 15-20% of the total fees for the referral.

5. Host a workshop. Develop and promote a one- or two-hour workshop. Possible topics are disaster planning and emergency preparedness or even "Conducting a home inventory." You will be targeting qualified prospects. Charge $10-$50, depending on the value of the information you present. (If you offer the workshop on "Conducting a home inventory," charge $25 for a 45-minute workshop, and offer to apply that fee to your service fee if they decide to engage your services.)

Guest Article: From Prospect to Client in 30 Seconds

Editor's Note: When you're selling a $200-$400 service over the phone, you can't expect people to make a decision right away (at least not always!) Be sure to collect contact information from prospects and develop a follow-up strategy to convert some of these prospects into clients in the longer term.


By C.J. Hayden, MCC
Author, Get Clients Now

The process of converting a prospect to a client can seem like it takes forever. You meet or get a phone call from a prospective client, follow up with him or her over time, and hopefully have a chance to make a sales presentation or schedule an initial consultation (on-site estimate) at no charge. Then you follow up some more, trying to close the sale. Months can pass between your first encounter and getting the prospect to sign on the bottom line.

How do you keep following up for all that time without being a pest? Is asking prospects over and over, "Are you ready to buy yet?" the best way to go about it? How can you build the trust of your prospects enough that they become willing to take the risk of hiring you?

The answer to these bothersome questions just might be found in this simple idea. Treat those prospects as if they were already your clients -- they just haven't paid you yet.

Imagine what it would be like to treat every prospective client you encounter as if you were already working together. Every time you contact your prospects, you offer an article they might be interested in, an introduction to someone who might help them with a goal, or an invitation to an upcoming event.

The impact of this kind of generosity on your prospective clients can be dramatic. Instead of considering your calls or e-mails an interruption, they will welcome hearing from you. They will no longer count you as a salesperson or vendor, but rather as a valuable resource and important person to know.

I'm not talking about giving away the store. I don't recommend providing the client with free inventory services, spending hours addressing their questions at no charge, or otherwise practicing your profession without pay. It is completely appropriate to ask for and expect payment for doing your professional work.

But what I am suggesting is a shift in your attitude, to being of service instead of selling a service. Give your prospects a taste of just how valuable you could be to them if they were to hire you. Be generous with the information and contacts you already have at your disposal. It only takes a few minutes to pass along a phone number, clipping, or helpful web site, but the impact can be unforgettable. Send them a free guide to conducting their home inventory. (I guarantee 95% of them won't finish it, and we all know there are plenty of *free* resources for how to conduct an inventory available online.)

The fastest way to turn a prospect into a client may be simply to change how you think about them.

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Copyright C.J. Hayden.
To subscribe to the "Get Clients Now!" e-newsletter
visit http://www.getclientsnow.com

Create a Niche Cataloguing DVDs

Everyone knows one of them (my husband is one) -- a movie fanatic.

They've invested thousands -- sometimes even tens of thousands of dollars in their home theater setup. In the event of a disaster, they'd not only want to replace their collection (and equipment), they'd want to duplicate it, right down to the type of DVD format (widescreen, not full screen).

Add a DVD cataloguing service and add a couple hundred dollars to your profits -- or target this service as an entry-level service to a full home inventory service.

Using DVD Profiler Unlimited (basic version is free, but you'll need the Unlimited version -- $29.95 -- to create custom reports and track more than 50 DVDs) and a CueCat reader (about $10 on eBay). You can scan the bar codes for easy entry into the database.

(System requirements for DVD Profiler: Windows 2000, Windows XP, or Windows Vista, and the minimum supported screen resolution is 1024x768; not currently supported for Mac OS except when running in "Virtual PC" mode)

Now's a Great Time to Get Publicity

As this news release from the Insurance Information Institute shows, now is a great time to get free publicity for your home inventory service business!

Here's their release:

NEW YORK, December 27, 2007 — One of the best ways to make the most of your homeowners insurance is to have an up-to-date home inventory of your personal possessions. With so many people receiving expensive holiday gifts or taking advantage of the end-of-season sales on everything from home electronics to linens, dishes and other household items, there has never been a better time to create or update your home inventory, according to the Insurance Information Institute (I.I.I.)

“Having an up-to-date home inventory is one of the best ways to make the most of your insurance dollars,” said Jeanne M. Salvatore, senior vice president and consumer spokesperson for the I.I.I. “A home inventory lists all your personal possessions and their estimated value. This helps you to purchase the right amount of insurance and will make the claims process faster and easier if there is a fire, hurricane or other type of disaster. And, remember, there is virtually no part of the country that is immune from some sort of catastrophe.”

To encourage consumers to create a home inventory, the I.I.I. has developed the popular software program, Know Your Stuff. The software has been updated and version 3 is now available, making it easier than ever to enter, edit, print and store a home inventory. The new version can store multiple photographs of rooms and objects, and makes handling large inventory files fast, stable and secure.

The I.I.I.’s Know Your Stuff - Home Inventory Software makes the task of creating an inventory simple. It allows you to organize your possessions room by room and provides lists of possessions that are typically found in certain rooms as a prompt. It also has the capacity to store digital photographs so that you can document your possessions visually.

It is easy to update and store a digital home inventory—it takes no more effort than the click of a mouse to add a new possession. And when it comes to storing your digital home inventory, there are many options: saving it on an internal or external hard drive or; using an online storage solution; burning it onto a CD; or printing out a room-by-room document. Try to make multiple copies, and be sure to keep at least one copy of your inventory outside of your home, in a safety deposit box or other secure location.

Both Windows and Mac OS versions of Know Your Stuff, version 3 are available as a free download at: http://www.knowyourstuff.org . The software and your personal home inventory files are all stored on your computer to safeguard your privacy; the I.I.I. does not have access to any of the information about your home or possessions that you input.

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To view a video about taking a home inventory, go to: http://www.iii.org/static/video/mediaplayer/hinventory.wmv .

To download a related audio file, go to:
http://www.iii.org/media/radio/prkys3/

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Don't forget: My 16-page special report on "Getting Publicity for Your Home Inventory Service Business" includes several sample news releases. You can purchase for $10 using the link below and the report will be delivered to you immediately. The special report also has information about how to build your media list, what to put in your media kit, ideas for what to write about in your news releases, sections you can target in your local newspaper, 12 timely news release topics, and 20 reasons to send a news release.
http://payloadz.com/go/sip?id=357385