THISmagazine

2011 Hurricane Forecast

2011-05-19T18:02:00.000-05:00

Meteorologists predict that the 2011 hurricane season will be more active than in previous years. Read this article.

Now's the time to send out a news release on the need for a home inventory -- if you live in a hurricane area.

Reader Inquiry: Is it a Scam?

2010-08-20T11:46:00.000-05:00

I received the following e-mail this week:

A business advertised on Craigslist for $495.00 for materials to start a home inventory business. They are based in FLorida and said they have more work than they can take on.
In addition to the initial fee, they are requiring $150.00 for every referral after the affiliate has been paid. their name is HTCA and when I looked the website up on whois.com
the website was registered in July of 2010. It seemed to good to be true. What do you think?

My response:
Most of these are a scam. Legitimate firms looking for subcontractors approach people directly ("competitors" in their area) or hire additional contractors or employees. If they legitimately have too much work, they're not going to be selling you a kit and then charging you $150 for referrals.

I addressed a similar issue in a previous blog post:

http://homeinventoryservice.blogspot.com/2008/03/home-inventory-service-business-scam.html

Disasters Come In All Shapes

2009-05-31T08:55:00.001-05:00

If you are targeting business owners with your inventory services, keep in mind that helping them with disaster planning can be an important part of the process. Just read about this Houston-area retailer whose business suffered a huge fire -- but his planning for hurricane preparedness helped minimize the downtime. Hope he had a business inventory besides his furniture inventory!

Wildfires Threaten Los Angeles

2008-11-15T11:39:00.002-06:00

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

2008-09-23T08:00:00.000-05:00

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

2008-09-22T21:10:00.002-05:00

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

2008-09-16T20:14:00.004-05:00

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

2008-09-08T10:36:00.003-05:00

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

2008-09-07T22:25:00.004-05:00

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

2008-08-27T09:29:00.004-05:00

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

2008-08-18T21:02:00.002-05:00

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

2008-06-27T22:47:00.003-05:00

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

2008-06-25T10:16:00.003-05:00

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

2008-06-15T00:13:00.000-05:00

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

2008-06-05T09:13:00.004-05:00

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

2008-05-23T13:34:00.003-05:00

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

2008-05-22T18:23:00.003-05:00

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

2008-05-13T08:52:00.002-05:00

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

2008-05-09T22:14:00.003-05:00

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

2008-05-03T11:51:00.003-05:00

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

2008-05-02T11:39:00.002-05:00

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

2008-05-01T22:27:00.002-05:00

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

2008-04-16T09:11:00.004-05:00

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

2008-04-15T23:53:00.003-05:00

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

2008-03-23T08:40:00.003-05:00

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

2008-03-11T22:20:00.004-05:00

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

2008-03-10T23:44:00.003-05:00

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

2008-03-03T23:21:00.003-06:00

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

2008-02-12T08:49:00.000-06:00

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.

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.
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.
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.)
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.
Not building credibility. Provide lots of information -- sample reports, tip sheets, testimonials from customers (even if these were "test" inventories).
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.
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?
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.
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.
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

2008-02-11T14:56:00.000-06:00

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

2008-02-10T22:58:00.000-06:00

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

2008-01-21T08:32:00.000-06:00

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

2008-01-18T09:33:00.000-06:00

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

2008-01-15T09:28:00.000-06:00

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

2008-01-07T08:23:00.000-06:00

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

2008-01-03T08:32:00.000-06:00

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

2008-01-02T09:58:00.000-06:00

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

2008-01-01T23:41:00.000-06:00

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

Guest Author: 10 Ways to Get Your Marketing Unstuck

2007-12-31T17:47:00.000-06:00

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

Have you ever found yourself knowing exactly what you need to do about marketing your home inventory service business... and then not doing it? You are not alone. Many self-employed professionals find that the hardest part of marketing isn't figuring out what to do. What's hard is actually doing it.

Marketing yourself can be a confronting process. Making phone calls to strangers, writing marketing letters, and talking about yourself and your accomplishments can bring up fear of rejection, harsh commentary from your inner critic, feelings of incompetence, and the discomfort of performing unfamiliar activities. If you let them, these inner saboteurs can stop you dead in your tracks.

The good news is that you don't have to completely eliminate these internal roadblocks in order to move forward in marketing. It is possible to feel afraid or uncomfortable and still take useful action despite the presence of these feelings. Here are ten ways to quickly break through internal barriers and get your marketing unstuck.

1. Recreate your vision. When you're feeling blocked from moving forward, remember why you wanted to go there in the first place. What was your original vision of the business you are trying to build? Who will your work benefit? What fulfillment or satisfaction will it provide you? Write down your vision of a successful business, or if you've written it down before, pull it out and re-read it. Allow your own words to re-inspire you to do the necessary hard work.

2. Design a reward. Sometimes your vision may seem a bit too far off, and you need some more immediate gratification. Choosing to reward yourself for a job well done can provide you with a positive near-term benefit for effort that might not pay off for a while. Promise yourself simple rewards for completing difficult marketing chores like making follow-up calls or writing web site copy.

The prospect of a special dinner, a movie with your significant other, or a new gadget for your favorite hobby can help you to push past the blocks and get things done. Rewards don't even have to cost money. Sometimes the promise of a bubble bath, walk in the park, or an hour reading a good book is all the incentive you need to take on a tough marketing challenge.

3. Tame the inner critic. Often when you're feeling stuck, what's going on in your head is a conversation with your inner critic, who seems to have a lot to say about sales and marketing. It's difficult to work on promoting yourself when you are hearing a constant stream of comments like: "You're not good enough," "They won't like you," or "Who do you think you are?"

It can help to remember that the inner critic often says things that simply aren't true. One way to counter this negative dialogue is to respond with the objective truth. For example: "Clients tell me I'm good at what I do," "My clients are grateful when they get their finished home inventory," "Many people say they like me quite a bit," or "I'm a competent professional, thank you very much." When you answer confidently with statements of fact, messages from the inner critic often begin to lose their power.

4. Face your fear. One of the most common obstacles to being successful at marketing is fear. Marketing activities may evoke fears of rejection, disapproval, embarrassment, and a host of other catastrophes. Instead of pretending the fear isn't there, or attempting to ignore it, you may find it more effective to confront the fear directly.

Try to identify exactly what you are afraid of. What do you fear will happen if you make that call or go to that meeting? If you can identify the specific fear that is blocking you, it may be possible to soothe it by providing reassuring information or positive experience. For example, fear of rejection can often be lessened by setting up practice selling sessions where a role-playing partner responds with "yes" to every suggestion you make.

5. Get a pep talk. When you become discouraged, don't be afraid to ask for outside help to cheer up and start feeling positive again. Ask a friend, colleague, networking group member, or your coach to give you some words of encouragement. Sometimes all you need to hear is: "It was tough for me in the beginning too... Eventually my efforts paid off... You're doing all the right things... I know you can do it!"

6. Complain and clear it out. Feeling frustrated and negative can sometimes immobilize you. One method of clearing negative thoughts is to voice what you are experiencing to a caring person. Spend a full five minutes complaining about everything that's going wrong with your marketing, making sure to say exactly how it makes you feel. Then ask your listener to reflect your feelings back to you. Knowing that someone else hears and understands you may be all you need to let go of a negative attitude and get back to work.

7. Read your fan mail. In the regular course of serving your clients, you've probably received thank-you notes, grateful voice mail messages, and other evidence that you're doing a good job. (The first time a client has to use the inventory you created for them after a loss is an "aha!" moment for you and for them!) Make a habit of saving these in a "fan mail" folder, and when you are feeling low, revisit all the nice things people have said about you. Remembering what a good job you do when you are working can encourage you to do the necessary marketing to get more work.

8. Quit; then start fresh. There may be days when you feel discouraged enough to just throw in the towel. Maybe you should do it. The act of quitting can be very cathartic. Proclaim: "I quit!" Perhaps even write yourself a resignation letter. Then take off the rest of the day, and don't even think about work. It's a good bet that after you have a chance to blow off some steam, you'll be ready to come back the following day re-energized.

9. Change the scene. Marketing can feel difficult and lonely when you're always slaving away by yourself in your home office. Try carrying out some of your challenging marketing tasks from a different location or with some company. Make cold calls from the patio, write a marketing letter in a busy coffee shop, or take turns with a colleague helping each other set up a good contact management system. Seeing a different view or enjoying companionship while you work may help you to complete tasks you have been avoiding.

10. Act as if. Whenever you feel incompetent about some area of marketing, you may be able to tackle those activities anyway if you simply try to act as if you were competent. Try playing the role of someone you admire. For example, what if you were Lauren Bacall? How would she make a follow-up call? Or how about if you were Martin Luther King? How would he introduce himself in front of a group? A short time pretending to be someone you think of as confident and capable can make those qualities rub off on you.

The next time your marketing feels stuck, try one of these methods to help you get back into action quickly. Marketing tasks are really only as hard as you think they are, so if you can find an easy way out, why not take it?

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

Yes, You can Create a Website Using BlogSpot

2007-12-18T11:47:00.000-06:00

For those looking to create a simple website to get your business started, you can use the easy-to-publish tools on Blogspot.

Here's an example of a home inventory service business website that uses Blogspot.

Creating a professional website is preferred, but this is a good way to get started if you don't have the time or money for a professional site yet.

2008 CSU Hurricane Forecast Released

2007-12-07T10:50:00.000-06:00

U.S. forecasters are predicting seven hurricanes for the 2008 season:

Researchers from Colorado State University's hurricane team predicted that 13 tropical storms will develop in the 2008 Atlantic hurricane season (June 1-November 30, 2008), of which seven would strengthen into hurricanes. They are predicting a "somewhat above-average" hurricane season for 2008.

This is another opportunity for home inventory service professionals to tie into national publicity. Contact your local media and offer to be a local angle for the story -- about how hurricane season might be six months off, but you can't be prepared too early ... and how more common "disasters" (such as fires and burglary) also provide motivation to get an inventory done.

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 Real Fire Season Begins

2007-11-22T10:52:00.000-06:00

A fire is reported in a U.S. home every 80 seconds.

Increased indoor cooking and heating needs often lead to a seasonal surge in fires during the winter.

The U.S. Fire Administration reports that 37 percent of all residential fires occur from November through February. Winter fires across the nation result in more than $3 billion in property losses each year.

During the winter months, there are often more fires because of candle use in homes.

These were all statistics reported in an article in the Omaha World-Herald in a story today on "Red Cross is Having a Busy Fire Season." The article talked about a 155% increase in apartment fires from July 1 to Nov. 15 compared to the same period in 2006 in Omaha, and how the Heartland Chapter of the Red Cross is being stretched. The article noted that 40% of the local chapter's resources are used up during emergencies, including 25% for fires.

Home Inventory Service Professionals: Consider partnering with your local American Red Cross chapter to help with their local fundraising efforts and increase awareness of your services at the same time. The Red Cross is called if the home's occupants need a place to stay or a change of clothes. Contact your local chapter and ask if you can work with them.

How To Handle Collections

2007-11-15T18:08:00.000-06:00

No, this post isn't about collecting money -- it's about homeowners who collect "things."

I received the following question from a fellow home inventory service professional:

He wrote:

With music CDs, paperback books, movies, and various collections. how do you differentiate between 'stuff' and 'valuable collectibles'? I can see where one could spend hours annotating the above-listed property..or do you just list 'music CD collection = $X' etc.?

My response:

That's a situation where I defer to the homeowner -- and it's easiest during the estimation process, I say something like, "Wow! I notice you've got quite a collection of CDs there. Would you like me to detail your collection, or inventory it as a unit?" If they want it detailed, I build it into the time. If they want it as a unit, I usually take multiple closeup pictures, and count the number of CDs to come up with an estimated value.

My husband, for example, has an extensive collection of DVDs (movies and TV shows). His collection is worth several thousand dollars (easily!) and replacing it title-for-title would be important to him in the event of a loss. If he were a paying client, he might want to pay the extra $100 or so (1 hour of on-site time) to have me detail the collection. But it would be up to him, not me to decide that.

I think most standard agreements say that collections will be inventoried as an aggregate unless the homeowner specifies. But be sure to ask the homeowner!

Guest Article: Wanted -- 100 Referral Partners

2007-11-13T09:03:00.000-06:00

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

If you've been in business for more than five minutes, you already know that the best way for any self-employed professional to get clients is by referral. But the process of building sufficient word of mouth to produce the number of clients you need can seem daunting. You can count on some referrals from your existing clients and people who already know you, but that's a fairly limited number. How can you start getting referrals from people outside your circle?

Actually, a better question is how to increase the size of your circle to include more people. In order to refer you business, people need to know, like, and trust you. They want to be sure that you will take good care of the clients they send you. For that, they'd like to be better acquainted than just hearing your name.

Imagine that you had a group of 100 people who were willing to refer clients to you. Now, imagine further that this "circle of 100" were people whose own work put them in touch with your potential clients every day. Sounds ideal, doesn't it? Building a circle like this of your own may be easier than you think.

One of my clients, a graphic designer, set about doing exactly this when she first launched her business. She identified a list of people in her city who were likely to be strong referral sources, and began methodically making their acquaintance. Within a few months, she had a steady stream of new clients. Better still, since all these clients were referrals, they were usually ready to do business when they first contacted her, and required little selling on her part.

To use this approach effectively, it's not just a matter of knowing enough people. You have to know the right people. Here's how to begin:

1. Create a most-wanted list of ten occupational categories whose members are frequently in touch with the type of client you desire. For example, a graphic designer who specializes in working with small start-up businesses might choose accountants, attorneys, bankers, business coaches and consultants, business teachers, career counselors, entrepreneurship center staff, office supply vendors, printers, and secretarial services.

2. Make the acquaintance of ten people in each occupation. Seek them out, meet with them, and familiarize them with your expertise and the benefits of the service you offer. Find out more about what they do and the type of clients they serve so you can refer business to them as well.

3. When you connect with someone who seems open to sending you referrals from time to time, you have found a referral partner. Add their name to your list. Ten people times ten occupations equals your circle of 100.

No matter what your business is, if you can define your niche, you can identify others that serve it. A marketing consultant might target web designers, copywriters, and graphic artists. A massage therapist could seek out chiropractors, acupuncturists, and yoga instructors. If you have trouble coming up with a list of occupations, ask your current clients who else they currently do business with.

When you have a specific goal like this in mind, your networking can become much more focused. As you meet new people, you'll be able to decide just from looking at the title on their business card whether following up with them should be part of your plan. Whenever you meet someone whose occupation matches one on your list, ask, "I think we might be able to refer each other clients. Can we get together and talk about that?"

Share your most-wanted list with others, and ask for introductions to people they already know. For example, if accountants are on your list, ask your clients, colleagues, and friends who their accountant is. Or if you are seeking business instructors, ask friends for the names of instructors they have taken business classes from.

When you aren't able to make enough connections through networking and your existing contacts, don't be afraid to just look them up. You can find people in almost any occupation listed in your local phone directory or on the web. If you approach them as a colleague and express your desire for the two of you to help each other be more successful, you'll find many people willing to get better acquainted.

Regardless of how you first get in touch, some of the people you talk to won't be receptive to getting to know you better or the idea of referring each other business. That's okay. You only need ten names for each occupation, and there are plenty of people to choose from. Just move on to the next possibility.

Also, don't be concerned if you fear that you won't have any referrals to give the people you're talking to. Neither of you are making a promise to send each other clients; you are simply expanding your circles to increase the likelihood of that happening. As you get to know more people in your niche, it's quite likely that you will find yourself making referrals more often.

One of the most useful elements of this strategy is that it is both simple and systematic. All you have to do is look at your most-wanted list, and you'll know right away what needs to be done next. Do you need to add more occupations, or do you need more new names in any group to reach your total of 100? Just follow the suggestions above until you get there.

Once you have 100 names listed, you can change your tactics from getting acquainted to following up. Stay in touch with everyone on your list at least once per quarter. With only 100 names, you should be able to do that easily.

Over time, you may find that some of the people in your circle aren't particularly good referral sources. That's to be expected. The reason you want so many names to start with is that only a few of them will consistently refer. You can always add more names later to replace some of the people who don't seem as helpful. It's likely, though, that just a few steady referral partners will be more than enough to keep you busy.

--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.

Keys to Success for Home Inventory Service Business Owners

2007-11-04T23:03:00.000-06:00

A recent visitor to the Home Inventory Business Forum asked for advice for someone considering getting into the business. I responded with my opinion of the skills required for success.

In my opinion, these are:

** Your business skills. There is a fairly significant ramp-up period before you'll begin to generate steady income, so your ability to control expenses while increasing your profile (i.e., advertising investment) is critical. Cash flow will be the key in the first six months.

** Your marketing and sales abilities. Simply put: If you're not comfortable selling yourself, this is not the business for you. At least initially, you ARE your business. You are asking strangers to let you into their homes and you'll list every (well, not EVERY) worldly possession they own. If you can't build credibility with prospects, you won't have customers. If you can't build relationships with prospective referral sources, you'll struggle ... because frankly, early on you'll get most of your clients from personal relationships or referrals, not from your website or any advertising you do.

** Persistence. Every business owner on here will tell you that they ran into roadblocks as they worked to launch their home inventory service business. It could be technical things -- computer or software issues, an equipment malfunction -- or cash flow problems (investing in your startup with no promise of immediate revenues) or even overcoming your own hesitations about running your own business (that one usually comes with the filing of your first tax return -- or paying your first estimated tax payment -- if you've never been self-employed before).

Aftermath of California Wildfires: Ashes and Insurance Claims

2007-10-25T23:07:00.000-05:00

By Thursday, the California fires had destroyed 1,800 homes, injured 57 people and burned a half-million acres, a little more than twice the size of New York City. Homeowners are returning to their neighborhoods to see what remains, and perhaps salvage some memories.

Next comes the nightmare of filing the insurance claims. For a few, the process will be made easier by the home inventory they prepared. Others will have to scramble to list their possessions and document ownership. For most, the records will have burned up in the fire.

Home inventory service professionals across the U.S. are reporting that interest in their services is growing in the wake of this latest natural disaster. With insurance industry sources estimating that fewer than 20% of all homeowners have an updated home inventory, the recovery process for most Californians affected in the wildfires will be long.

Increase Your Local Profile with MerchantCircle

2007-10-25T10:03:00.000-05:00

If you're having difficulty getting your business off the ground, or attracting local clients, consider MerchantCircle as an affordable solution.

The MerchantCircle Network allows you to:
* Create a professional looking online listing for your business.
* Create your business' web presence or link to your existing website.
* Advertise in your local community to bring in new customers.
* Easily create blogs, online coupons, newsletters, and more.
* Manage your online reputation by finding out what customers are saying about you online.
* Gain potential organic placements on search engine networks. (Every tool you use in your MerchantCircle potentially increases your placement on Google)
* Place local ads on Google Adwords, Yahoo and other networks.
* Network and share customers with other complimentary businesses.

Publicity Opportunity from California Wildfires

2007-10-24T23:42:00.000-05:00

The California wildfires have provided an opportunity for home inventory service business owners to promote their services -- even if you're nowhere near the West Coast.

I've prepared a news release that you can customize and send to your local media to "localize" this national story and generate awareness of the home inventory service business.

If you'd like to receive the news release, please e-mail me at homeinventoryservicemagazine@gmail.com (Subject: Wildfire News Release) and I'll send it to you. (If you have already subscribed to my THISmagazine mailing list, I've e-mailed you the link for the news release to download and customize. If you haven't signed up for the mailing list, use the form on the top right hand side of this page.)

I've also 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 (including the link to immediately download the Wildfire News Release -- see page 16 -- as well as a news release for hurricane season that can also be adapted for tornado-prone areas). 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

One of the biggest challenges that we face as an industry is spreading the word about our services. Advertising is expensive -- but free publicity is invaluable! Help increase the profile of the home inventory service industry -- and your business!! -- by sending a news release to your local media!

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

Fires Continue to Rage: A Marketing Opportunity

2007-10-23T23:35:00.000-05:00

The California wildfires continue to burn. More than 1,800 homes have already been destroyed; 68,000 more are at risk.

It's a terrible tragedy, but it also represents a marketing opportunity for our industry. Never before have so many people been faced with a classic scenario where our services are so needed. Few people had the time to document their possessions before they had to flee. Many likely lost everything. If they weren't prepared, they face the difficult challenge of filing an insurance claim without adequate documentation.

Now is the time for home inventory service professionals to issue a news release to their local media. Tie it in with the wildfires, even if you're hundreds of miles away. Fires happen everyday, and homeowners need to be prepared for any disaster.

"A Lot of People Are Going to Lose Their Homes Today"

2007-10-22T15:30:00.000-05:00

Read the entire article.

A major California wildfire reminds us of why our business is important:

Nearly 250,000 people were forced to flee their homes in San Diego County Monday as about a dozen blazes pushed by hurricane-force winds burned throughout Southern California.

The fires have burned about 100,000 acres in San Diego County, said county Supervisor Ron Roberts. "This is a major emergency," he said.

"We have more houses burning than we have people and engine companies to fight them," said San Diego Fire Captain Lisa Blake. "A lot of people are going to lose their homes today

Industry Potential

2007-10-18T21:50:00.000-05:00

The Home Inventory Service (THIS) industry is relatively new; most home inventory service business owners have started their companies in the last 24-30 months. I have a database of approximately 300 firms in North America; I believe the total number of firms is between 450-500, but it's not easy to count since there is not currently a SIC code specifically for The Home Inventory Service (THIS) industry.

As for income and growth prospects, both are on the upswing. The most seasoned professionals conduct 1-3 home inventories per week, at an average price of $250-$300 (some areas are higher; some are lower). At that rate, you could expect to gross approximately $25,000-$30,000 a year (2 inventories/week x $275/average x 50 weeks = $27,500).

There are only a few dozen firms currently being operated as full-time ventures; as more individuals like yourself enter the business in the hopes of growing it to a full-time venture, the awareness of the industry will grow, and so will the income potential.

Using SCORE to Build Your Business

2007-10-12T15:47:00.000-05:00

I mentioned this back in August, but if you haven't checked it out yet, it's time you did!

Didyou know there is a free resource to help you create and refine your businessplan and give you guidance as your start your new home inventory servicebusiness? It's called "SCORE" (Service Corps of Retired Executives) and you'll find tons of free advice, from marketing to business-startup, and more.

Here are some of my favorite resources:

Plus, it has a good Disaster Prep section.

Celebrate Fire Prevention Week

2007-10-08T15:42:00.000-05:00

It's Fire Prevention Week!

This is another great opportunity to get publicity for your home inventory service business! Contact your local media!

Along with updating and practicing your home fire escape plan, this is an excellent time for individuals to prepare a home inventory. If they need assistance, you are there!

Remember, in your news release, follow the guidelines I gave back in July for promoting your home inventory service business along with the start of hurricane season.

Guest Author: Goal Setting

2007-09-24T12:05:00.000-05:00

Editor's Note: It seems as if the home industry service business picks up again after Labor Day. Don't wait until the New Year to set your goals! Start now!

Guest article by Kelley Robertson

If you are like most people, you have hit the floor running without planning a clear objective for your business. However, top performing business owners make the time to establish clear targets. Setting goals is not a complicated process nor does it take a lot of time. Use the techniques listed below to help you achieve your targets.

Ensure each of your goals follows the SMART concept: Specific, Motivational, Action-oriented, Relevant to your situation, Time-bound. For example, “I will increase my sales by 15% compared to last year.” Be as specific about your goal as possible. “I will start my own home inventory service business” is a lot stronger than “I want to go into business for myself.” Challenging goals are motivating. Set goals that will push beyond what you usually think you can accomplish. Remember to set a deadline. A goal without a deadline is simply a dream. Attach a realistic yet challenging deadline for accomplishment and post this where you can review it regularly.

Phrase your goal in the present tense and assume success. Don't say, “I want to.” Say, “I will.” This subtle technique tells your subconscious that you have already achieved your goal which means it will go work at helping the goal become a reality. It will attract the people, places, and situations you need to achieve that goal.

Put them in writing. This simple act helps you clarify your goals and will allow you to visualize them more effectively. I recommend that you record each goal on a separate index card and review them twice a day – once in the morning (when you first wake up) and again before you go to bed. This process reinforces your goals, acts as a reminder and drives your goals deep into your subconscious. In fact, this is one of the most powerful strategies you can use to achieve your targets.

List the benefits you intend to receive by achieving each goal. This will keep you focused and strong particularly when you face the inevitable roadblocks and barriers. Years ago, when I chose to quit smoking, I listed 75 benefits and when I felt the urge for a cigarette I would review this list to help me get past that craving. The more benefits you can list for your goals, the more motivating those goals will become.

As you review your goals each morning and evening, picture yourself achieving each of them. The more you can “see” success in your mind's eye, the more likely you can translate this into reality. Create a perfect picture in your mind and replay it frequently. Developing a picture board can help with this. This is a very effective tool that allows you to see the visual impact of achieving your goals. When my wife and I bought our first house we clipped photographs and pictures of what we wanted our house to have and pasted them on to a large sheet of poster board. We hung this near the front door of our apartment so we could see it every time we left or entered the apartment. We also created a thermometer of “down-payment savings” to help us track our progress. We had a clear deadline and were able to surpass this deadline by almost 30 days. I now keep track of my annual revenues, speaking engagements, and book sales in the same manner. I post these sheets on my office wall where I can see them everyday and they allow me to track my progress with a quick glance.

Anticipate the challenges you will encounter and plan how you will overcome them. This will prepare you for them and help you overcome the obstacles easier and with less stress. In fact, the simple act of planning for obstacles will often prevent many of them from occurring.

Surround yourself with successful, motivated people who also set challenging goals. I share my goals with several friends and associates. When we get together, we motivate each other by talking about our success, our challenges, and our goals. A word of caution: Be careful who you share your goals with. People who are not goal-oriented will not support you, and in many cases, will actually try to dissuade you from your goals.

Use affirmations. If you plan to quit smoking repeat statement such as, “I enjoy the lifestyle of a non-smoker,” “I’m glad I’m a non-smoker,” “I enjoy the taste of food more as a non-smoker.” Stating affirmations aloud, reinforces your goal to your mind and will help you achieve your goal much faster.

Take action. Don't procrastinate. All the planning in the world will not help you achieve your goals. You MUST take action. Once you have determined a goal for yourself, take action within 24 hours. This will set the wheels in motion and create the necessary momentum you need. I once heard a speaker state, “We are either moving toward or away from our goals.” Develop the habit of taking action on a daily basis. Achieving greatness and a higher level of success is not that difficult. However, it does require discipline, focus and a clear idea of what you want to accomplish. Follow these steps and have your best year ever!

------------------------------------------------------------------------

Kelley Robertson, President of the Robertson Training Group, works with businesses to help them increase their sales and motivate their employees. He is also the author of “Stop, Ask & Listen – How to welcome your customers and increase your sales.” For information on his programs or to subscribe to his weekly ezine, visit his website at www.RobertsonTrainingGroup.com.

Newlyweds as Clients

2007-09-14T13:13:00.000-05:00

Now is the time to start planning for targeting brides as clients. Newly-married couples -- especially those who didn't live together before -- will be receiving a lot of new items.

According to the National Mail Order Association Bridal Market Overview, research shows that while brides and grooms represent only 2.6% of all households in the United States, they account for up to 70% of major household items purchased.

ENGAGEMENT STATISTICS

The average engagement in the United States lasts 15 months.
During the engagement period, couples buy:
- $4 billion in furniture
- $3 billion in house wares
- $400 million in tableware
$19 billion is spent buying presents at wedding gift registries.
The average amount spent on a bridal gown is $800.
Tuxedoes are typically purchased 5-6 months after the wedding gown.
Bridesmaids' gowns are general purchased 3-4 months in advance of the event.

Target brides with this message:
You just received a lot of new things! And for most of it, you won't have a receipt. If something happens, you won't remember everything... An inventory is peace of mind for the newly married couple. Plus, it's time to increase your insurance coverage -- but don't overpay. An accurate home inventory will ensure all of your possessions are covered.

Look into local bridal fairs. To save costs, partner with a wedding vendor (a wedding photographer, equipment and party rental supplier, reception hall, etc.) to co-sponsor a table. Offer a home inventory gift certificate (valued at up to $300) as a door prize. Sponsor a drawing, with every entrant receiving a *free* jewelry inventory (up to $50) if they book their inventory within 60 days of their wedding. Capture e-mail addresses and send them follow-up e-mails every couple of months.

These are prime prospects.

Newlyweds have a higher propensity for buying furniture electronics, and heavy and light appliances (vacuum cleaners, etc.)
Newlyweds spend $50 to $150 in ready-made draperies.
Engaged likely to be apartment dwellers and renters. (They will be substantially increasing the volume of their possessions as they move into their first home.)

Source: The Simmons Survey System

Five Questions to Get More Referrals

2007-09-09T00:02:00.001-05:00

To get more referrals (not to mention testimonials), try asking your clients these five questions:
1. Why did you buy from me/us?
2. How do you feel about the work I/we have done?
3. What are you happiest about, and most satisfied with?
4. What would you change or do differently next time?
5. How can I/we serve you better in the future?

These five questions identify motivations behind the purchase that can help you target your marketing materials and sales pitch.

I challenge to you to ask just FIVE of your clients these five questions. I think you'll be surprised at the answers.

Get More Exposure on Google

2007-09-07T20:39:00.000-05:00

You know how sometimes when you type in a business name on Google, there's a whole lot of information, including a map? Well, you can get one of those listings -- for FREE! It's extra advertising exposure for your home inventory service business. You can even provide a coupon which will allow you to TRACK this new business!

Visit the Google Local Business Center and create your listing today! Then e-mail me with your listing when it's activated, and I'll put a link to it on this page!

One note -- when describing the category of services offered, they don't currently offer one for Home Inventory Services. I'd suggest listing under Services: Data Recovery and Services: Burglar Alarm. I'd also suggest using the "Suggest Another Category" tools to suggest one for "Services: Home Inventory Services." If enough of us put that, they might add it!

Beware of Home Inventory Service Start-up Scam

2007-09-06T21:30:00.000-05:00

Thanks to Ari Dorfman of South Florida Inventory Specialists (a legitimate home inventory service business) for this alert of a scam targeting prospective Home Inventory Service business owners.

Ari reports that a company is advertising in newspapers about a start-up opportunity for running a home inventory business. They ask for a check or money order for between $750 and $1500 and they will "send you everything you need to get started, schedule training and start to book you clients."

Ari says, "They have used the name Capital Home Inventory. Florida Inventory Specialists, and others. They are usually based somewhere along the east coast of Florida, but advertise in Dallas and New Jersey for sure. They have used the names Rick Miller and Tom McEntrye and also use a female named Erin or Kathy."

Buyers beware! There are a few legitimate franchise or "business in a box" opportunities available for starting your Home Inventory Service business, but check them out carefully before purchasing. And always pay with a credit card, so you can dispute the charges, if need be.

Have more information about this? Have you seen the ads? E-mail me at homeinventoryservicemagazine@gmail.com.

If Everyone is a Prospective Client...

2007-08-29T18:08:00.000-05:00

... 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"

2007-08-26T13:34:00.000-05:00

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?

2007-08-21T13:23:00.000-05:00

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

2007-08-20T16:39:00.000-05:00

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

2007-08-19T11:52:00.000-05:00

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

2007-08-18T16:22:00.000-05:00

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

2007-08-17T21:38:00.000-05:00

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

2007-08-16T11:05:00.000-05:00

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.

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

2007-08-15T21:05:00.000-05:00

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

2007-08-14T14:54:00.000-05:00

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

2007-08-12T21:06:00.000-05:00

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

2007-08-11T15:12:00.000-05:00

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

2007-08-10T18:59:00.000-05:00

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

2007-08-09T19:11:00.000-05:00

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

2007-08-08T15:21:00.000-05:00

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

2007-08-07T18:45:00.000-05:00

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

2007-08-06T17:01:00.000-05:00

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

2007-08-04T15:58:00.000-05:00

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

2007-08-02T13:01:00.000-05:00

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

2007-08-01T21:48:00.000-05:00

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.

Guest Author: Defining Your Business Model

2007-07-29T17:34:00.000-05:00

If you have enough clients to keep you busy, you must be making a good living, right? Well, not necessarily. Some of the busiest professionals around aren't earning enough to pay their bills. On the other hand, there are some consultants, coaches and other service providers who have plenty of time on their hands but also earn quite a bit of money.

The difference between the income levels of these two groups isn't just because one group is better at marketing than the other. The difference is in their business models.

Simply put, your business model is the answer to the question "How do you intend to make money?" It's your plan for how you will generate sufficient revenue to meet your expenses and earn a profit. Unfortunately, many independent professionals don't actually have a profit-making plan. And some of those who think they have one are relying a bit more on magic than they are on statistics.

For example, when you first hang out your professional shingle, charging $100 per hour may seem like quite a lot. After all, if you earned as much as $100,000 per year at your last job working a 40-hour week, you were still only making $48 per hour. So perhaps you think that doubling your former hourly rate should be more than adequate to keep your net earnings at their former level.

Let's do some quick math. If your business model is based on working intensively for one major client for weeks or months at a time, such as many corporate consultants do, an hourly rate of $100 could indeed generate $100,000 per year. All you would have to do is keep busy approximately half of the time. $100 per hour times 20 billable hours per week times 50 weeks per year equals $100,000. (Editor's Note: This might work if you did inventories for property management firms, apartment complexes, or on retainer for estate attorneys/planners or financial planners -- as opposed to working with individual clients.)

But what if your business model is based on working only two to four hours per month for each client, like many coaches, therapists, or healing professionals? Now if you want to earn $100,000 per year, in order to bill those same 20 hours per week, you'll need 20 clients at once if you see them for an hour per week and 40 or more if you see them for less time or meet less often. (Editor's note: You'll need 2-5 new clients per week to make $75,000 to $90,000 a year as a home inventory service professional.)

In the first example above, you only need a handful of clients each year and have large blocks of time left over to market yourself. That's a sensible and realistic business model. In the second example, you need a constant stream of new clients coming in and the time you have available for marketing is likely to be broken into small chunks between appointments. That sort of model is more likely to lead to stress and struggle than it is to success.

The first place you might look in order to fix model number two is raising your hourly rate. You could charge $150 per hour, $200 per hour, or more, if your target market will pay it. But rates like these may be out of reach for many potential clients, and difficult for you to justify.

But rate increases aren't the only way to fix a broken business model. Both of the models we've been examining are fee-for-service models, based on an hourly rate. Instead, you could choose a different type of model altogether. Here are some examples:

Fee for Service Models
Day Rate - Instead of charging by the hour, you can charge by the day or half-day. This imposes a minimum on your clients, avoiding short appointments that fragment your work schedule. Examples: An on-site massage therapist calling on corporate clients; a professional organizer serving home-based businesses. (Editor's note: This would work for property management firms or a senior assisted living center that is paying you to inventory their resident's rooms.)

Project Fee - Charging a flat fee for each project allows you to bill for time you spend planning, researching, or just thinking about your client's issues. Clients often prefer flat fees because they can budget their funds more accurately. Examples: A graphic designer creating a logo; a communications consultant writing a company newsletter. (Editor's note: Most home inventory service professionals charge by the project.)

Monthly Retainer - When you ask clients to pay by the month in advance, you can charge for your availability, not just service delivered. Your retainer can guarantee you a fixed number of hours. If the client uses less, you still get paid. If they use more, you can charge extra. Examples: A career coach offering as-needed calls and e-mails in between sessions; a virtual assistant providing on-call customer service for a small business. (Editor's note: Again, a good idea for working with a property management company, or an extended-stay apartment complex to conduct a monthly inventory of all their rooms to identify damage or theft.)

Product-Based Models

Flat Fee - A wide variety of items can be sold for a flat fee to increase revenue to your business. "Products" can also include services delivered in a defined package. Your buyers may be either existing clients, or others who can't afford to hire you individually. Examples: A conflict resolution consultant offering public seminars; an executive coach providing personality assessments; an image consultant selling a wardrobe design kit. (Editor's note: You can sell an "Electronics Only" inventory option, or a do-it-yourself kit that includes up to one-hour of consultation.)

Subscription - Providing products or services by subscription can provide a steady source of income and reduce marketing time. A sale made only once can continue to provide revenue. Examples: A sales trainer selling an educational CD series by monthly subscription; a life coach hosting a membership-based online community. (Editor's note: You could offer an inventory and annual update for a monthly fee, say $24.95/month.)

Bait and Hook - Also called the "razor and blades" model, Examples: A time management consultant offering a training program including day planners that must be re-ordered; a web designer providing proprietary modules under a license that must be renewed annually.

Any one of these models can be used to build an entire business, or you can combine different models together. For example, a consultant could charge a flat fee for assessments, then a day rate to deliver services. A coach could charge a subscription fee for group clients and a monthly retainer for clients worked with individually.

If your business isn't earning as much as you would like, look beyond your marketing or the rate you're charging. The real solution may be to choose a new business model.

--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.

Co-opetition

2007-07-25T15:51:00.000-05:00

I don't have any competitors. You probably don't either.

That's not to say there aren't other home inventory service professionals in your area -- to the contrary, there might be 1 or 2, or even a dozen or more in your state -- but don't consider them your competitors. Consider them your "co-opetitors."

I can't claim credit for coining the phrase -- I picked it up at a careers industry conference a half-dozen years ago. But as I wrote in an earlier post about trying to growing awareness of the Home Inventory Service (HIS) industry, co-opetition is a good thing.

Co-opetition is also useful for when you get busy (to refer overflow work -- ask for a referral fee -- 10% to 15% is standard) and for increasing the profile of home inventory service business as an industry. Here in Omaha (with a population of 700,000 in a 30-mile radius, there's plenty of work to keep us all busy!) by mentioning the importance of choosing a home inventory service professional when seeking publicity.

I've said it before -- our biggest challenge is lack of recognition -- if people don't know that our services exist, they won't seek us out. The more professionals there are, the bigger voice we will have.

Believe me, it will benefit us all.

Teaching Home Inventory Workshops

2007-07-24T11:03:00.000-05:00

Providing Home Inventory Services is a one-to-one business. One home inventory service business caters to the needs of one client at a time. But you can market your services — and even make money — if you are able to serve the needs of multiple individuals at once, such as with a seminar or workshop.

Workshops and seminars are excellent marketing tools. They provide a highly effective way to position yourself or your business in the marketplace. They are a promotional vehicle that can increase the awareness of the type of services you offer.

A seminar or workshop demonstrates your expertise on the subject matter, establishes you as a credible spokesperson in your field, and provides you with name recognition.

There are two basic types of seminars — a self-promotion seminar and one hosted by someone else. If you are just starting out, you might be better off serving as a speaker for a seminar hosted by someone else. These are seminars and workshops presented by associations, community groups, and clubs.

How can you find out what events are out there? Start by checking the events listing in the newspaper. When you see a group listed, call the phone number listed for reservations and ask for the program chairperson. Tell that person you are interested in presenting a program that will benefit the organization’s members. Offer to send more information, if asked. This is the perfect type of partnering with a collector's group, for example.

• Contact the Chamber of Commerce or check the directory, if you are a member. The Chamber maintains a list of local organizations and associations, including Rotary, Kiwanis, Lions, etc. The Chamber also books speakers for its own meetings (although it rarely uses speakers outside of its membership).

• Check with your local library or bookstore. They often present community programs, and you don’t need to be an author to participate. You may wish to consider preparing a list of books that relate to your topic matter.

• Contact your local college, university or adult education facility. Many of these offer special seminars for continuing education for adults. While some of these are volunteer opportunities (still great for introducing you to prospective clients), other teaching positions that pay a small amount.

If you are looking for extra money, don’t look to speaking engagements for associations or groups as a source of revenue. However, as a general rule, nonprofits and service club don’t pay speakers.

Even if there is no fee, speaking opportunities allow you to:
• Build a reputation
• Attract media attention
• Get referrals
• Collect endorsements.
• Acquire a database (ask for a list of members or ask members to give contact information on a sign-up sheet in exchange for a free booklet or special report to be mailed to them)

If you decide to host your own seminars and workshops, you assume more of the risk — with the possibility of financial reward.

The advantage is that you’re in complete control of arranging everything, including the location, food, setup and time frame. Of course, you take all the blame if you don’t get the turnout you wanted. If the seminar makes money, you get to keep it; if you don’t make money, you’re on the hook for all the expenses.

How can you assure that your workshop will be well received?
• Provide lots of information to participants
• Teach skills
• Solve problems
• Provide answers
• Add value to their lives
• Offer benefits that improve the attendee’s current status.

If you’re thinking that workshops and seminars would be a great way to promote yourself and/or make some extra money, you may have another question: Where can you get topic ideas?
• Watch news broadcasts and read the newspaper to see what is currently in the public eye
• Attend meetings in your own or related fields and keep an ear out for topic ideas
• Study the calendar section of the daily paper for issues already being presented
• Browse the bookstores. Study current and best-seller non-fiction titles (especially self-help!)
• Check out educational course offerings for nonacademic classes
• Ask your librarian about the most frequently requested nonfiction topics for research
• Look through magazines

If you live in a hurricane-prone area, you might team up with a local home improvement store to offer "Hurricane Readiness" workshops, where participants learn how to get their home ready for hurricane season, including a presentation by you on conducting a home inventory. (Just like when you write articles on conducting a home inventory, don't be afraid to give away information. Give lots of tips on how to do it, making sure to go into great detail about the depth of information required in documenting the inventory. The more complex it seems, the more likely the homeowner will hire you to do it for them.)

You can also contact local professional home organizers and see if they do workshops; offer to co-sponsor a workshop if you can have the opportunity to make a short presentation too.

If you are sponsoring your own workshop, how can you attract participants?
• Send a mailing to your current database (especially referral sources, media, and prospects)
• Publicity! Send date, place, details, and topic information to the calendar section of the local newspapers, plus television and radio outlets. Send this information at least three to four weeks in advance of your event.
• Use posters, flyers, postcards and other visible mediums to get the message across.
• Depending on your marketing budget, invest in a small display or classified ad in a local paper.
• Distribute brochures on the workshop to related but non-competing businesses.

No matter which format you choose, be sure to list your contact information on any handouts you distribute so participants can contact you to utilize your services later on. And be sure to have brochures available at the back of the room for participants to pick up.

Effective Networking

2007-07-23T11:01:00.000-05:00

Some people are just downright overbearing in their efforts to network. They confuse “schmoozing” with true networking, which is a collaboration between two or more people, designed to benefit both individuals.

Opportunities to network are everywhere. Joining the local Chamber of Commerce gives you the opportunity to meet individuals who may be in the position to refer others to you, and to whom you may also make referrals. (This last part is the key -- remember, it's not all about you, even if you are desperate to build your home inventory service business.)

Understanding that knowing each other will benefit you both, you can network successfully, with effective results – more business for your business and theirs.

The first step is identifying the type of individual who would best be part of your network. For a home inventory business owner, that might be insurance agents, cleaning service business owners, owners of disaster service recovery businesses (i.e., national franchise Paul Davis Restorations), real estate agents, new home builders, estate attorneys, financial planners, and more...

All of these individuals have contact with the types of clients who might need your services. In addition, your clients might also need their services. This gives you the perfect opportunity to create a natural referral network.

Meeting these individuals is the next step. You can take advantage of the networking opportunities of the Chamber of Commerce or you can simply call and introduce yourself to someone who meets the definition of the type of person you’d like to have in your network, and ask them out to lunch – in order to find out more about what they do and how you can help them get more business. Rarely will someone turn down the opportunity to find out how they can get more business for their business.

Be sure to emphasize how you want to help the other person, not how you want the other person to help you. At lunch, ask him or her, “How can I know if someone I am talking to is a good prospect for your services?”

Learn how to identify prospective clients to refer. The favor will surely be returned, although that is not the reason you want this information. If you are able to help someone else to get more business, they will be grateful forever.

If you meet a prospective networking partner at an event, after you introduce yourself, invest 99.9 percent of your time asking that person questions about him or herself and about his or her business. People like to talk about themselves, and knowing more about that person can help you develop a stronger connection — which is what networking is really all about.

Stay At The Top of the Mind

Networking does not always have to be done in person. As you look through the newspaper each day or week or as you read magazines each month, look to see what bits and pieces of news or information affects those in your network. If it has to do with them, their profession, or their personal interests or hobbies, clip it out and send it along with a short note.

Keeping your name in front of others is essential in networking. Send your networking prospects a notepad every month or so to keep you on their mind. If you publish a newsletter, arrange with the individual to display your newsletter in his or her offices (and offer to do the same for him or her).

Create personalized thank you notes. Send them every chance you get. Thank the person for allowing you to get together for lunch. Let them know how much you learned, and that you’ll be on the lookout for prospects who may be in need of their services.

Also send thank you notes to new clients and to referral sources. Thank you notes to clients can be one way to build your network. Each client has a “sphere of influence” – people that they know who might need your services. Their sphere might include other service professionals of the type identified as potential members of your network.

Work Together
Also consider a joint project with your networking partners. For example, you might team up with an insurance agent and disaster service recovery firm and create a booklet, “Putting Your Life Back Together After A House Fire” in which all members of the network contribute short articles and resource guides to help the individual/family understand the process after a house fire. (What to expect, what to do, how to prepare before a fire -- that's where you come in!).

Each person’s contact information appears in the booklet, and each member of the network distributes the booklet to individuals who may be in need of it.

You could also send a news release on your booklet topic to the media and receive additional exposure in that way.

Joint promotions are also a good way to use your network.

Collect the corporate brochures of your networking partners to distribute to your clients who may be in need of their services. The corporate brochure contains a great deal of information that is useful for you, also. You can find out about the experience, education and training of your networking partner, plus contact information (phone, fax, website and e-mail information), the range of services that the individual provides, and more.

Knowing this type of information will help you keep an eye out for articles in magazines and newspapers for your networking partners. Keeping in touch is the best way to effectively use your network. Remember, “out of sight is out of mind.”

The most effective networkers are those who try to help others. The benefits of these relationships will naturally come back to you, so focus on helping others build their businesses. If you do this, your networking will pay off in terms of more referrals and more business!

Add them to your mailing list for your newsletter
Send them note on special accomplishments — birthdays, anniversaries, weddings, business goals met.
Jot and mail thank you notes to your network for any referrals they send your way.
Clip and mail articles from magazines and newspapers, along with a short note – “thought you’d be interested in this…”

Using Joint Promotions to Build Your HIS Business

2007-07-21T10:51:00.000-05:00

Building on the "Who's In Your Network" idea, identify people or businesses who you can work with to build your home inventory service business.

"Working Together, We Can Do Better." You often hear this saying in campaign season – implying that by sharing resources and information, everyone can profit. Working together is also the fundamental principle behind cross-promotions and joint promotions.

Both types of promotions are developed with related but non-competing businesses. Both participating businesses “win” through increased sales and lower distribution costs.

Joint promotions are things both businesses do together to reach prospects – sharing the cost of a direct mailer to prospective customers or each other’s mailing lists, a coupon booklet of savings featuring both businesses, or a joint newsletter.

Cross promotions are things you do to reach each other’s prospects – swapping mailing lists, developing a coupon for your services to give to your promotional partner’s customers, or a bag-stuffer insert for retail partners.

One way to identify perfect prospects is to develop a partnership with a related but non-competing business (an RNB). An RNB already has clients that may need your services. There are varying levels of partnership, from “piggybacking” your offer on a mailing from your RNB to swapping mailing lists for one time or multiple use.

Think about the mailing list that you have (hopefully already) compiled. You’ve done business with a specific, identifiable group of customers. Once these individuals have been identified, you can use them to help you reach other identifiable customer groups, by developing a partnership with other businesses. You make an agreement to reach their existing customers, and they make an agreement to reach your existing customers.

Some possible promotional partners for a home inventory service business include: insurance agents, cleaning services, home security companies, and lawn service businesses.

Once you’ve identified these possible promotional partners, determine if any of them appear on your current client or referral list. If you currently have a referral relationship with an insurance agent, for example, it will be easier to approach him or her to develop a joint promotion than it would be to approach a complete stranger as a possible promotional partner.

What do you say to a possible promotional partner to get them to participate in a joint promotion with you?

First of all, it helps to understand exactly what a joint promotion is: It’s any type of offer that allows two businesses to reach each other’s prospects. It can be a coupon, a direct mailing, a seminar hosted by both businesses, or swapping mailing lists for one-time use.

Next, remember that you are giving instant credibility to your potential promotional partner’s business, so make sure you are dealing with a reputable individual or company before you approach that other person. You don’t want your customers to think negatively of you when they receive bad service from someone with which you’ve developed a joint promotion.

After you’ve identified a possible promotional partner, ask to meet with him or her for just a few minutes. Show a real sample of the certificate or coupon you’d like to distribute. If you’d like to develop a newsletter (see below), create a sample.

Always frame the joint promotion in “you” benefits – your promotional partner will benefit by reaching your customers (possible prospects for his or her business), inexpensively and with the instant credibility of a referral.

A joint promotion:

Is inexpensive. When you work together to reach each other’s customers, it’s a lot less expensive than renting mailing lists or doing direct mail or television or radio advertising. Plus, you have the added advantage of knowing that the prospects you are reaching actually need your service.
Makes it easy to track results. How many times have you spent money on an advertisement and not been able to know if it was effective or not? You can determine the exact amount of revenue your joint promotion created. When customers redeem their savings certificates, write the dollar amount of the transaction on the back of the certificate. Then, at the end of the month, or whenever your joint promotion is completed, add up the amount of the transactions and you can calculate the response you received.
Introduces you to new ways of promoting your business. Tired of relying on brochures and personal contacts? Let others help you reach potential customers – everyone benefits!

What kind of offers can you develop if you have more than one promotional partner? Consider a booklet of savings, with each participating vendor offering a $10 to $15 savings. With five participating businesses, you can offer customers a $50 savings booklet when he or she uses any one of the businesses. By printing up the booklet all at once, you’ll save on printing costs, and with all of you distributing them, you’ll get five times the return!

Consider developing a newsletter jointly with each promotional partner contributing one article and one “coupon offer” per issue. You can produce the newsletter monthly, bimonthly, or quarterly, and all participating businesses can distribute free copies to their clients, by mail, by dropping them off at customers' homes, or by placing them on a counter or in a display stand.

While some potential partners may not be interested in participating (usually because they don’t realize how joint promotions work), remember that there are other small business owners out there, like you, who are looking for ways to reach prospective customers easily and inexpensively, Just keep looking until you meet up with these people!

Who's In Your Network?

2007-07-20T09:09:00.000-05:00

Wondering how to get your first dozen clients or so under your belt? Here's a list of potential prospects. Offer them a 50% discount for being one of the first 10 inventories you complete as part of your new business launch! But they must also agree to serve as testimonials and referrals for you if they are satisfied with your services (and they should be!) Then you'll be able to feature them on your website and in your marketing materials. (Be sure to get a signed release form giving permission to feature them in your advertising, without revealing details about their specific inventory -- and be sure to take pictures of them -- and you -- while the inventory is in progress. You might bring along a friend or family member to take these "extra" posed photos of you "in action" with clients.)

You can make up little business-card sized "Grand Opening Certificates" which offer the discount, either to a specific number of people or with a time limitation (valid on inventories scheduled by Aug. 31, 2007; subject to availability). Staple those to your brochures and include them in the letters you send to your network (see below).

Who's In Your Network?
* Friends
* Relatives
* Parents of children's friends
* Parents of your friends
* Relatives of your friends
* Club members (country club, swim club, town club, collecting club, sports club)
* Common interest associations/affiliations
* Military service people
* Your holiday card list / personal address list (send a letter, brochure, and business card to each and every one of them announcing your new venture)
* Sorority/fraternity
* Cousins
* Neighbors, block-party attendees
* Sports team members

Professional / Third-Party Contacts
* Real Estate Brokers
* Financial Advisors (especially for estates)
* Attorneys (especially real estate attorneys)
* Bankers (again, look for ones who work with estates)
* Insurance Agents

Business Contacts
* Current and previous associates and managers
* Consultants
* Vendors, Suppliers, Salespeople
* Professional associations
* Seminar, conference, and workshop attendees
* Business owners (a wholly separate market to target)
* Insurance and financial industry associations (NAIFA, IIA, SFSP, FPA -- all of these have local chapters and usually newsletters that you can advertise in -- good for "name recognition" before you send your letter and make the follow-up call -- remember, it takes 9 impressions before you become memorable!)

Educational Contacts:
* Elementary, middle, and high schools friends and teachers
* College friends, alumni associations (they will often put in a notice about your new business in their "Alumni Update" newsletter -- great if you're still "local")
* Professors, coaches, advisors
* Adults education teachers and/or classmates

Community Contacts:
* Civic and political leaders
* Clergy/congregation (You should DEFINITELY put an ad in your church bulletin if you're active in the church)
* Volunteer affiliations, PTA
* Health club members
* Local organizations; boards, scouts

Most of these (in contrast to insurance agents) will be "warm" referrals already -- that is, you can reference a personal association in your correspondence or conversations. They should "know" you or be at least 2 degrees of separation from you (in the whole 6 degrees of separation world). That is, if they don't know *YOU*, they know someone who DOES know you.

The idea of reaching out to collector's clubs is a wholly separate one -- find them (check your local library for the Gale "Encyclopedia of Associations" and see which ones meet locally -- or find some of this information online) and offer to speak to their group about home inventories. These are individuals who have a LOT of money invested in their items. They might (or might not) have catalogued their collections, but they also need home inventories, because a lot of them have custom display cases and specially designed rooms that would probably not be valued appropriately if they had a claim. You could also offer a special, time-limited savings offer for inventories booked within 30 days of your talk, and you could write an article for their newsletter (trade out for an ad in a couple of issues), if they have one.

Also, while you're cultivating referrals, consider contacting the manager of any local extended-stay apartment complexes (these often offer fully-furnished units). Offer a "group rate" to inventory all of them.

Does your town/city have a "small business suite" complex? Approach the manager and ask if you can bring in breakfast (preferred, it's cheaper -- donuts and bagels and juice) or lunch one day in exchange for being able to hang out in the common area and pass out your business cards and information to the business owners who rent space there. (Do it on your lunch break, or take the day off work to focus on business development.) We have units like this in Omaha ranging from 10 small suites up to buildings with 40-50 offices. If you charged $100 per room (most of these are small offices with rooms that are 8x10), you could easily make $1000 or more from one contact -- well worth the $30 in food and paper plates! Bring your schedule along to book direct appointments, but also *collect* business cards from people you meet, and add them to your mailing list. If the common area is slow, walk around and see which doors are open and just take a minute to introduce yourself and drop off a brochure. (In the first years of my business, we leased space at two of these kinds of buildings, and would have people come around a couple of times a month.)

Check and see if there are any "business inventory" specialists in your town -- you know, the kind that count widgets and stuff. Contact them and exchange information -- you're likely to get some calls for *that* type of inventory service, and you'd appreciate *their* referrals for home inventory services or small businesses looking for "non-sale" inventories.

Finally, I'd second the thought that there are business networking meetings that meet at ALL hours of the day. And if there's not, YOU should start one! (Contact Business Networking International for details). I used to belong to one that met for one hour at 7 a.m. every Friday morning. I did it for about a year, and then I remembered that I'm *not* a morning person! Fortunately, by then, many of my other marketing efforts had kicked in.

("Who's In Your Network" handout compiled by Linsey Levine, MS)

Naming Your Home Inventory Service (HIS) Business

2007-07-19T23:18:00.000-05:00

Like looking at your newborn for the first time, you want to make sure that the name you select for your business is a good one. This might actually be the hardest part of starting your Home Inventory Service (HIS) business, so here's some help.

There are some key considerations, of course -- like NOT choosing a name someone else already has, and not choosing a name too close to another business name (because the website you want will likely NOT be available). In fact, I hate to say it, but website name availability should probably be the most important part of your decision. Why? Well, see my other posts about the role your website plays in gaining visibility (and credibility) for your business. It is possible to overcome a good website name, but you'll spend more time and money making that happen than if you plan ahead and pick a really good business name with a really good domain name to match.

What you're ideally looking for is either a) a good "benefit" oriented name ("Accurate Home Inventory Services," or "Complete Home Inventory Services of [City]" or "Absolute Inventory Services") or b) A completely unrelated word that you will then "associate" with "Home Inventory Service" ("Apple Home Inventory Service" or "Dayspring Home Inventory Service") or c) a geographically-oriented name -- presuming you never want to franchise your business -- ("Nebraska Home Inventory Service" or "Tri-City Home Inventory Service" or "River City Home Inventory Service.")

Or, there's the "bandwagon" name -- in my case, that would be "Husker Home Inventory Service" because in Nebraska, there are literally *hundreds* of businesses with "Husker" in them (because of the University of Nebraska football team, the "Cornhuskers"). But I'm pretty sure most, if not all, of them are supposed to be paying royalties.

My best recommendation is [A], a descriptive name. A check of the thesaurus, and a couple of handy books I have called "Words That Sell" (and its companion "MORE Words That Sell" reveals some ideas:
Authentic, Peaceful, Serene, Complete, Comprehensive, Ultimate, Accessible, Distinguished, Acclaimed, Qualified, Ace, Professional, Awesome, Indispensable, Essential, Contemporary, Careful, Trusted, Ease, Shield, Shelter, Defense, Protect, Prevent, Rest Easy, Dependable, Content/Contents, Care/Caring, Compassion, Comfort, Contentment, Aspire, Acquire, Certainty, Documentation, Abiding (lasting), Abode (residence), All, Absolute (perfect), Abundance (plenty), Abundant (plentiful), Acclaim (praise), Accord (mutual understanding), Account (calculate), Accrue (add up), Actuate (put into motion), Acuity (sharpness), Acute (perceptive), Adduce (prove, show), Adroit (skilled), Advance, Advisory (report), Aerie (home), Third-Party Inventory Services, Accurate Home Inventory Services, Asset Inventory Consultants... the list goes on and on.

Normally, you'd also want to pick a name at the beginning of the alphabet, because that will show up early in online, alphabetized search results (say, in an online directory), or at the top of a category in a printed Yellow Pages book.

You decide. Just be sure to make sure the domain is available, and most important, PRACTICE saying your business name -- like you're answering the phone, or introducing yourself to a prospect in line at the grocery store.

Home Inventory Service Business Resources

2007-07-18T08:56:00.000-05:00

Here is a (currently) small collection of resources to assist you in your Home Inventory Service business. Print these out and put them in a notebook that you carry with you.

Square Footage Conversion Chart

Finding Serial Numbers on Appliances

Have other resources to add to this list? E-mail me at homeinventoryservicemagazine@gmail.com.

Getting Visitors To Your HIS Web Site

2007-07-16T10:27:00.000-05:00

Internet exposure is vital for a Home Inventory Service (HIS) business, but mostly on a local level. It's important to have a website because prospects will want to know more about your company before booking you to come into their home, but it's not as important to have a "national" web presence. Because this is a local service industry, it doesn't matter if your site comes up on a general search of Home Inventory Services.

Instead, it is important that your business pops up when someone searches "Home Inventory Services" and "(Your City or State)." One way to do this is to advertise in the Yellow Pages (or even have a free business listing -- which you get when you order business line service -- not currently available if you use your cell phone for your business line.)

Also submit your website to DMOZ, the free online directory project. This will help get your website some exposure, but links TO and FROM your website will help increase your ranking on any sites you're listed on. (It also helps if lots of people click on your link after they search for it online).

There's lots of other technical information (metatags, internal links, etc.) that are relevant, as well as a whole other category of "paid search" (GoogleAds, etc.) that can be considered, but really, your best bet for generating business from your website is to promote it locally.

In your brochures and on business cards
On bumper stickers and car magnets
In your voicemail message
On any public relations materials you send out
In print ads
In your Chamber of Commerce newsletter
On your fax cover sheets
On your invoices and estimate sheets
On postcards
In Yellow Pages ads
On refrigerator magnets
On doorhangers distributed in targeted neighborhoods

... and on and on...

If you're first in your market, your website doesn't have to be spectacular (see my other blog post on tips for your website), or even comprehensive. Two or three simple, well-written pages may be enough. You can always add more later. Make sure your contact information is on EVERY page -- phone number larger, with e-mail and address smaller (even if it's just a P.O. Box, that gives the propective buyer a sense of security).

Basic Sections:

Why Inventory (aka your "Home" page)
About Us (again, why you started the business, what sets you apart, if you're licensed/bonded/insured)
Services/Pricing (if you've purchased Fred's software, there's information about this in there)
Contact Us (a separate page with your contact information -- again, phone number LARGE! Can also include an e-mail link or e-mail reply form for basic information-gathering, but remember, you're going to close the sale if they CALL you, not write you.)

If you're a NAHIP member, include the logo on your site. (I recommend making it a "clickable" logo, so if the prospect says, "Hey, what's NAHIP?" and clicks on the logo, it takes you to the NAHIP website.

Even if your primary focus is networking (with insurance agents, etc.), these individuals *will* look at your website. Creating a "brand identity" for your business is important to building credibility, especially for a start-up. Your website should match your business cards and other materials in terms of colors, look, logo, and name.

A Professional Logo Shows You Are a Professional

2007-07-15T20:29:00.000-05:00

Your logo is a visual representation of you and your business. It can signify the type of clients you want to attract, from an upscale, highly abstract logo to a more concrete, representative logo. What kind of logo you decide to go with will depend on your target audience, your geographic service area, and -- of course -- your personal taste. The logo is a graphical representation of you to your clients. For example, your logo should be so unique that when your client sees the logo apart from your business name, he or she should still recognize the design as being your logo. What if your Home Inventory Service is part of another business? You should *still* have a separate logo for the HIS business. It can be *similar* to your other business to help tie it in visually. Logos are designed to be placed on your business cards, letterheads, envelopes, mailing labels, forms, flyers, brochures, and windows and/or doors at your office. You can also have your logo made into window decals, stickers, signs, and press-on tattoos. Once you’ve created a logo that represents you, use it often to help establish your corporate identity.

Examples of interesting/unique logos include:
Captured on Camera
Legacy Home Inventory
Security Home Inventory
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Using News Releases to Generate Visibility

2007-07-13T21:22:00.000-05:00

The start of hurricane season is an excellent opportunity for home inventory specialists in the coastal regions to write and distribute a news release reminding homeowners that as they prepare, they should have a home inventory.

Remember, in a news release, the focus is on NEWS & INFORMATION (not SELF-PROMOTION), so the angle of it is "Here's some tips on conducting your own inventory." If you have a relationship with an insurance agent, ask them if you can quote them too about the need for an inventory and having their coverage up to date (they'll like the promotional opportunity to be mentioned too).

Throw in a couple of stats (The Insurance Information Institute has some good ones) plus you can quote the hurricane forecast for this year.

At the end of the release, offer photo or video opportunities to show how an inventory should be conducted. You can also direct them to your website for a free list of tips for compiling their own inventory, or a sample of an inventory. (Be sure to have these on your website if you're going to offer them! *smile*).

Here's the Press Release (as filled in by John Sample, owner of Sample Home Inventory Service). You, of course, would fill in your relevant information, and make up your own quote.

If you'd like a copy of the News Release in Microsoft Word format (ready to insert your information), please e-mail me at NebraskaInventory@yahoo.com. (The Word format also includes the two attachments -- "Relevant Facts" and "Items to Inventory.")

You'll want to customize the City/State and contact information with your own data, of course!! The Word format makes that easy. (I've highlighted all the information you need to change in Red on the Word file.)

===================================================

FOR IMMEDIATE RELEASE

Contact: John Sample, Home Inventory Specialist
Phone Number: 402.555.4663

HURRICANE PREPARATION DOESN'T END WITH BOARDS AND NAILS

As Tampa residents prepare for what is forecasted to be an above-average hurricane season, experts say one thing on the to-do list should be a home inventory.

A home inventory is vital for many reasons. When you make an insurance claim for lost, stolen, or damaged property, you are required to provide a list of affected items, including the quantity, description, and value of each item. You'll also need copies of bills or receipts or other documentation to support your claim. Even if a loss isn't covered by insurance, you'll need proof to substantiate your loss on your tax return.

"Relying on your memory during the stressful time following a catastrophe can be an expensive mistake," says John Sample, a home inventory specialist with Sample Home Inventory Services in Tampa. "Not only are you likely to forget something, but you also need to provide proof of ownership to your insurance company."

"You will only be compensated for your loss based on the proof you provide. Some individuals have been shocked when they received only 30-50% of the value of their insured loss because they could not provide proof," Sample added.

Although hurricanes are one threat, a more realistic danger to residents comes from more mundane causes: burglary, fires, and non-catastrophic storms. Conducting a home inventory can provide peace of mind. It's also probably required by your insurance policy.

Sample provides tips on conducting an inventory:

Take One Room at a Time. Make a list of each item in the room. Be as detailed as possible. Open drawers, closets, and built-in cabinets. Also record the contents of under-bed storage boxes and "hope" or cedar chests.
Be Thorough. Don't forget the garage, storage shed, and attic. Often-forgotten items include sports equipment, lawn gear, and barbeque grills. (See the attached list of "Items to Inventory.")
Record All the Vital Statistics. Include the item description, manufacturer or brand name, color, and model and/or serial number. Be as detailed as possible, recording the quantity of items -- for example, "Borsheim's charm bracelet, with eight sterling silver charms: horse, butterfly, birthday cake, star, angel, flip-flop shoe, baby rattle, and tennis racket." Also include a description of where or how the item was obtained, and the date of purchase or age of the item. Include a receipt or other proof of purchase, showing cost. List the current value and/or replacement cost (if known). Attach a photocopy of any appraisals for items that may have increased in value since purchase (i.e., antiques).
Photograph or Videotape Your Possessions. Photos or a VHS video or DVD will help show ownership and condition of the item as of the date of the inventory. Take a photo of the daily newspaper or hold up a copy of the paper in the video to substantiate the date.
Update Your Inventory at Least Once a Year. Already have an inventory? Remember to add in all those new items you've purchased in the last year. And don't forget to remove items you no longer own.
Keep A Copy of Your Inventory Off-Site. If your home burns down, it won't do you any good to have your inventory in your desk drawer. Mail a copy of your inventory to a trusted friend or relative living elsewhere in the U.S.

"We encourage people to do their own inventories," says Sample. "But many people don't have the time -- and some people like the security that a third-party inventory offers."

Sample offers a free do-it-yourself checklist on their website, www.samplehomeinventory.com, plus an example of a completed home inventory.

The start of hurricane season provides Tampa residents with a good reminder to conduct -- or update -- their home inventory.

"Better to be safe than sorry," says Sample. "We hope you won't need it, but if you do, you'll be glad you did! Nothing can replace your stuff, but getting new stuff faster -- without as much hassle -- is sure worth it!"

* * *

MEDIA NOTE: If you are interested in video or photo opportunities showing how a home inventory is conducted, please contact John Sample at 402.555.4663.

===================================================

A few more notes:

Create your own Do-It-Yourself sheet, or link to one of the ones available on the Internet (search "Home Inventory Sheet"). Don't worry that the do-it-yourself option will cannibalize your business. Just reading about how much work an inventory is will make your phone ring!
Add an e-mail capture box on your website -- using Constant Contact (Click here to try their Do-It-Yourself Email Marketing for free!) is an easy-to-use and inexpensive option to gather e-mails. Then, you can send a monthly newsletter to everyone on your mailing list. Prospects will turn into paying clients over time, and you'll be able to keep in touch with existing clients too. (Constant Contact also offers great templates -- for seasonal promotions and more!). They might download the free inventory sheet and sign up for your e-mail list. Six out of 10 of them STILL won't do their own inventory, but the monthly reminder from you ... after a few months ... will either get them to call you, or be a constant reminder that they still have this important item on their to-do list!
Create a "sample" inventory to post on your site. Include real items but change the serial numbers (and, of course, don't include any real names or addresses in the contact information!) If you haven't had your first client yet, you should conduct 3-4 inventories first anyway (your own home, family and friends). Use one of these.
If you get coverage (article in paper, radio mention, TV interview), promote it on your website -- "As seen on [Channel 7]" or link to the articles (or scan the article and put it up as a .JPG or .PDF). Include any articles with future news releases. Publicity begets publicity.

"If it's time to write a news release or lead a publicity campaign but you don't know anything about the topic, I've found the very best site on the Internet to help you. Joan Stewart, The Publicity Hound®, has tips, tricks and valuable educational tools. She's a great resource. Click here to visit her website."

Tips for Photographing Jewelry

2007-07-08T18:04:00.000-05:00

Offering jewelry inventorying as an add-on service (photographing individual pieces separately, not the collection as a whole) can be profitable, but it requires special equipment and extra set-up time. Here are some guidelines to help you maximize your efforts.

The keys to good jewelry photography are sharpness, lighting, and exposure.

Good jewelry photography needs sharp, crisp focus. It is worth getting out your camera's manual to find out how to put the camera in "spot focus" mode. The normal focus mode of digital cameras is some sort of average focus mode. That means that the camera will look at a wide area of a scene and base the focus on that area. Since you want to control where the camera is focusing, it's better for jewelry photography to put the camera into spot focus mode, this will allow you to control more precisely what the camera will be focusing on. However, even in spot focus mode many digital cameras can't really "lock-in" on a small shiny object like gemstone jewelry using auto focus. So, unfortunately, for close-up jewelry photography, you need a camera with good manual focus capability.

Another key to a sharp image is a tripod. It is absolutely essential to use a tripod or similar camera support when shooting jewelry. A sturdy tripod is better than a flimsy one, but any tripod is many times better than no tripod. Use a tripod.

Another key to good jewelry photography is the lighting. Normally diffuse (soft) lighting works best for jewelry. You have probably already discovered that an on-camera flash does not lead to good jewelry photos. Not only is the camera's flash too bright at such a close distance, but it is probably in the wrong position to actually light up the jewelry properly. On camera flash will also create harsh and distracting shadows. Rather than flash, use continuous lighting for product photography. Using continuous lights makes it easier to visualize what the final image will be like. The best lighting choice are daylight balanced compact fluorescent bulbs. These bulbs provide nice, natural-colored light and they produce very little heat, so they can be left on for long photo sessions without over heating the photographer. Even fluorescent light bulbs will need to be diffused and for that we use a light tent as the diffuser. A small light tent makes it easy to reduce glare and control shadows for jewelry photography.

In summary:

1) In order to ensure your images are sharp, make sure you know how to focus your camera. Digital cameras with auto focus are often difficult to focus precisely, especially when shooting small objects. Read your owner's manual and be sure you understand how your camera's auto focus operates. Most digital cameras are designed to easily focus on large objects but have difficulty on small subjects.

2) Use a tripod, even the slightest movement when you are taking a picture will cause motion blur. The closer you get to an object the more obvious the motion blur becomes. Even an inexpensive tripod will make a big difference in the sharpness of your images. If you are going to be shooting a lot of images, it makes sense to invest in a good, stable tripod.

3) To get the largest area of your subject in focus put your camera in aperture priority mode and set the aperture to the highest number possible.

4) Use soft lighting. Your camera's built-in flash will rarely give good results for product photography. For soft lighting, use a light tent or soft box.

5) Use imaging software. Even inexpensive software like Photoshop Elements™ can make product photography much easier. It may seem like it's faster to use an image exactly as it was shot. But in reality, it is difficult to shoot an image exactly how you would like it to appear in it's final form. Imaging software allows you to crop an image, resize it, adjust the exposure, and even sharpen the image less than 60 seconds.

Tips excerpted/reprinted from:
Tabletop Studio
Love2Have

Guest Author: Do You Know Who Your Clients Are?

2007-07-05T17:47:00.000-05:00

By CJ Hayden, author of "Get Clients Now"
If you haven't defined a target market for your business or private practice, you may actually be preventing yourself from getting clients. I often hear professionals and entrepreneurs say they don't want to "limit" themselves by narrowing their marketing focus to a particular group. But the truth is that having a target market doesn't limit your marketing; it aims it.

When clients show up at your door, you can choose to work with them regardless of whether they belong in your target market. But to go out and find new clients, you need some kind of organizing principle for your outreach efforts. The universe is simply too big to market to everyone in it.

Here are four more reasons why choosing a target market is so essential:

1. Targeting allows you to position yourself in the marketplace. With a particular type of client in mind, you can create an identity that appeals to exactly that group. A clear marketing identity will enable you to project a consistent image to those you wish to reach, and take advantage of the market appeal of factors like exclusivity and specialization.

2. Marketing to a defined group of clients will cost you less in both time and money. You will be able to locate leads and reach out to prospects much more easily, because you will be able to quickly identify who they are. With significantly less effort, you will be able to find places where clients gather, call them, mail them, and meet with them.

3. You can get to know your market better. When marketing to a finite universe, it becomes much more possible to meet your client base in person, build referral relationships, and increase word-of-mouth. You'll be able to learn more about your market's problems and concerns, and can tailor your services and your marketing messages more closely to match what they are seeking.

4. Targeting makes it possible to use attraction marketing. Broadcasting your marketing message to a mass audience is prohibitively expensive, no matter how you do it. Media advertising, trade show booths, direct mail, and publicity campaigns can reach thousands of people, but the cost can exceed the return. When you limit your audience to a group you can more easily reach, you can attract them through the lower-cost strategies of networking, writing, and speaking.

Defining a target market is not quite so simple as saying it is "anyone who needs my services." That won't help you locate prospective clients, or even identify them when you run across them. You need to describe your desired market by a label or category, the more specific the better. That way you can look them up or seek them out.

For example, "busy professionals" or "midsize organizations" are fair definitions, but "upscale baby-boomers" or "growing high-tech companies" would be better, because they further qualify your target. Categories like "professional women in health care" or "financial services firms in the Seattle area" are excellent, because you can find them in a directory or on a membership roster.

Beware the temptation to leave your target market broad. When you do this, your client universe remains too large and you will once again be spread too thin. You would be better served by carefully defining two or three different markets to approach than by trying to come up with a one-size-fits-all definition of who your clients are.

When there are many possibilities for a target market, who should you choose? I believe the most important factor is to identify people you truly care about, and who you want to spend time with. The more you enjoy interacting with a specific group, the easier your marketing to that group will be.

But be sure you are choosing a target market who can afford to pay what you need to charge. If there are several potential client groups who you would enjoy working with and can afford you, consider making your target those who are the easiest to reach, or who are likely to give you the most repeat business.

-- 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.

How FREE Publicity Can Grow Your HIS Business

2007-07-02T16:51:00.000-05:00

The number one complaint I hear from Home Inventory Service (HIS) business owners is the cost of client acquisition. We're in a new industry, so building awareness of what we do can be expensive. But FREE publicity can help you overcome this obstacle, and get you more BANG for your BUCK with your paid advertising efforts.

The benefits of media coverage are not always immediate, but they are rewarding. You are perceived as a credible authority or expert in the field. You are set apart from your competition in the public's perception. They know you now.

What is publicity? It is defined as "factual, interesting, timely and newsworthy coverage, the content of which is not controlled by you" in the media, including radio, television, magazines, newspapers, and trade journals. Publicity should not be confused with advertising, in which you are paying for time or space, and for which you do control the message.

Big companies receive a lot of free publicity, just for introducing new products (think "Pepsi Jazz" from Pepsi), hiring new people (David Beckham signs with the LA Galaxy soccer team), or meeting goals (the 1 millionth product produced). These are examples of good publicity.

But because you can't control the message, publicity can also be bad. Name recognition of Dole fresh produce skyrocketed after salmonella was discovered in the company's package spinach. But Dole would have gladly given up the media spotlight when that crisis broke.

How can you take advantage of publicity opportunities and keep your bad press to a minimum? Here are a few tips.

Identify Relevant Topics
Your first step is to determine the types of activities and information at your disposal that are timely, relevant, and newsworthy. Some possibilities:

How to choose a home inventory service (information about licensure, bonding, and insurance; services offered; what it includes; pricing)
Myths about insurance coverage (defining specific terms in most policies; why documentation is necessary to receive full value for your coverage)
Tips to help homeowners document their possessions ("expert tips on conducting a comprehensive home inventory")

Choose a Target Media
The next step is to determine how you will get the word out about the topic you are covering. The most common technique is a news release. This is a simple, single sheet of paper on which you list the basic details in a factual manner, along with your name and credentials and contact information (e-mail, phone numbers, web site).

A news release can be photocopied and sent to newspapers, radio, and television stations. If they are interested, they will either run the material or contact you for additional information.

Another option might be to write an article on the topic. In that case, you would hope to be quoted as an expert.

By writing an article, you can reach thousands of prospects at one time. It also increases your name recognition, and it can yield an article that you can photocopy and use as a reprint for mailings to interested prospects or post on your website.

In most cases, an editor will run your article with your name and contact information listed at the end. You will not be paid for the article, as are most freelance writers, because it is perceived that there is a trade-off (the editor gets a newsworthy article, and you get some free publicity).

Best bets for articles: Homeowner association newsletters, free weekly newspapers, neighborhood association newsletters, small local newspapers.

The types of articles that are most likely to be published are those that focus on tips, trends, and surveys. If you have information to share that the publication's readers will be interested in, your article has a chance of being published.

Getting Television Coverage
Television coverage is more difficult to obtain, although it can be the most rewarding in terms of exposure to prospective clients. Fortunately, the Home Inventory Service business is one that is inherently "photogenic" -- especially in a "consumer reports" format following a major local catastrophe (floods, wildfires, hurricanes, tornadoes). Compared to newspapers, television has fewer "space" (measured in time available) for people and events. However, television stations are constantly looking for "people-oriented" topics that are of interest to the community.

Television is a visual medium, so you need to focus on how you can create a visual opportunity. Provide "expert tips" for preparing your home inventory in advance of the usual local threats (floods, wildfires, hurricanes, tornadoes), or "Five Most Commonly Overlooked Items to Include In A Home Inventory."

One of the best resources for information on generating publicity for your business is Joan Stewart, better known as "The Publicity Hound." I recommend the following Special Reports ($10 each) - click on "Special Reports":
Special Report #9: How to Snag Free Publicity for Your New Business.
Special Report #12: 52 Tips for Kick-Butt News Releases (and Bonehead Mistakes to Avoid)
Special Report #16: How to Write Tip Sheets That Catch the Media's Attention
Special Report #37: How to Tie Your Product, Service, Cause or Issue to the Weather

Guerrilla Marketing: Your First 90 Days

2007-07-01T23:01:00.000-05:00

While bigger companies (like Coke, Pepsi, Nike, etc.) can afford to "buy" brand name awareness, a home inventory service can get started with high impact, low cost marketing ideas. Slow and steady wins the race ... a couple of paid gigs will get you going and start to produce referrals. You don't need to spend hundreds -- or thousands -- of dollars to generate that new business, however.

Your best investment to start (best place to spend your startup marketing money):

Car magnets
Business cards (most use Vistaprint [Click here for 50% OFF Premium Business Cards & FREE Return Address Labels], at least to start)
A Chamber of Commerce membership
A phone book listing (not necessarily a Yellow Pages ad, because most directories don't have a specific "Home Inventory Services" category, but having a business line that will get you in the white pages is important).
A web site (professionally designed if you can afford it, but clean, simple, well-thought out, and error-free, at a minimum). Invest in a service like Constant Contact to start building your mailing list. Click here to try their Do-It-Yourself Email Marketing for free!
Door hangers (200-500 of them to start -- can print your own or order online from NEBS.com or one of the other door hanger-specific web sites out there). Simple is still effective.

Your 90-day game plan:

Attend all the Chamber of Commerce events you can (especially the networking ones). Don't just focus on getting YOUR name out there -- instead, collect the business cards of the people you meet and send them a "nice to meet you" letter. Then add them to your database. Keep in mind that small business owners are also a good prospect for non-revenue inventory services (that is, inventories of their office excluding any inventory of product that is for sale).
Join a local tips group if there's one in your network (BNI is a nationally known one). Find one that has lots of business-to-consumer members
Make a list and contact at least 2-3 insurance agents in your area per week. Draft up an introductory letter and then followup with a call and ask if you can take them to breakfast or lunch to introduce yourself and find out more about their specialties. You are a prospective referral source for them too! (Start with your own insurance agent, and then ask for referrals out from there).
Research and see if there is a local branch of the Independent Insurance Agents of America in your area, and find out if they have a newsletter or meetings. Sponsor one of *those* instead of doing consumer marketing.
Follow the lead of real estate agents and "farm" an area -- preferably your neighborhood. Is there a neigborhood association? Do they have a newsletter? Contribute an article on conducting a home inventory (I'll try to put together some samples of this type of stuff and post it later). Do they have meetings? Offer to come and speak to them. Take door hangers door-to-door in the area. Put a time-limited offer on the door hanger (i.e., 15% off your inventory if you book your appointment in the next 30 days.)
Plan and execute your public relations campaign. (Here's another whole separate article with examples from me...) You're a new business. That's a news release. There's a disaster in your area (flooding, tornado, hurricane, earthquake, major housefire) -- that's another news release (with tips on conducting your own inventory). Send an announcement to your alma mater for their magazine or newsletter (especially if it's in the same town you live in now).

That's your first 90 days.

If you are buying a TV or radio or newspaper ad over $50 in your first 90 days of business, you're wasting your valuable start-up money. The real problem you have is not a lack of name awareness of YOUR business, it's a lack of awareness of the WHOLE INDUSTRY at this point. Do some guerrilla marketing first to seed the market before buying awareness. (I recommend any of Jay Conrad Levinson's "Guerrilla Marketing" books -- available online (used or new), at your local bookstore, or your local library).

Cornering the Market: "All THIS Business is Local"

2007-06-30T15:25:00.000-05:00

One of the advantages of The Home Inventory Service (THIS) business is that you can create a local market presence. This offers extraordinary opportunities to grow a small business quickly, because it's a relatively new industry, and your local competitors are limited. Limiting your marketing and promotional efforts to a local area is also more affordable.

That's not the case in a lot of industries.

I come from a segment of the careers industry that is now relatively "mature." That is, the practitioners in it have been at it for 10 years or more, standards of practice have been established (there are four national professional associations, three national conferences annually, multiple codes of ethics, at least a dozen separate certifications one can earn, and a couple of "mega companies" with dozens of subcontractors). That industry has changed since I first joined it 11 years ago, because it used to be primarily local practitioners targeting local clients. But with the advent of the Internet, all business is *global AND local* -- suddenly you're competing with every other practitioner in the world ... at least in theory.

That's not the case with the home inventory service industry. Your physical presence in a customer's home is required to complete an inventory. As a result, you have "geographic dominance" -- with fewer than 500 businesses of this type in the U.S., you're most likely the only game in town. And with literally millions of prospects (likely tens or hundreds of thousands in each business' specific market area), the potential is largely untapped.

Honestly, the two biggest competitors any of us face is OUR CUSTOMERS (they could, in theory, do this inventory themselves) and LACK OF RECOGNITION by the market of OUR VERY EXISTENCE. It would actually be a *good* thing to have a couple of competitors within your town, or even within 50 miles ... because you'd be able to work together to raise the profile of the industry in your market. In a start-up business, you spend a LOT of time on marketing. In this industry, marketing primarily encompasses "prospect education." Why this needs to be done, how it's conducted, what information needs to be gathered, why you should hire someone to do it, what kind of credentials the service provider has to make sure it's done right, etc....

There are HUNDREDS of free and low-cost alternatives to a professional home inventory service out there (just google "Home Inventory Service") ... but there are also dozens (soon to be hundreds!) of successful home inventory service businesses out there. People WILL pay to have this service performed!

Have you ever encountered a prospective client who, upon learning of your service offerings, says, "Wow! That's a great idea!!" This is just one of a LOT of services -- dog walking, car detailing, house cleaning, resume writing, housepainting -- that CAN be performed by your prospective client, but he or she can't/won't/ or would prefer not to. Or they lack the perceived expertise to do it. The more we hone our skills and craft an expectation about what a thorough home inventory encompasses, the more customers we will have.

The best thing that can happen to The Home Inventory Service market is growth. Because with critical mass, the tipping point will be reached -- recognition of the industry AS an industry ... and with it, credibility from prospects and the media. You'll be able to spend less time educating clients, and more time servicing them. (Am I the only one who has noticed that "Home Inventory Service" isn't a Yellow Page category?) "Inventory Service" in the Yellow Pages encompasses not only home inventory service industry companies but also commercial inventory specialists. 10 years ago, there wasn't a listing for "Web Site Hosting Service" either.

Of course, with that comes more potential competition, but even if you conducted 2 inventories a day every week of the year, that's still only 700 inventories -- and I'm guessing that there are more than 10 times that many homes, apartment dwellers, and even small businesses in your area that are likely candidates for your services.

And those that are today's "pioneers" will be able to continue to draw customers over tomorrow's newbies, because they can point to their years of expertise in the business, commitment to continuing education and industry standards, and an extensive client list that is generating referrals and repeat business long into the future.

There is definitely a need for an open discussion about issues facing the industry and specific challenges, especially for start-ups. Nurture fledgling entrepreneurs in THIS industry, and they will help grow the industry ... to the benefit of us all.

Welcome to THISmagazine

2007-06-28T23:10:00.000-05:00

Welcome to the THISmagazine blog, published by the editors of THISmagazine (The Home Inventory Service magazine). The blog will be used to supplement the print and online editions of the publication, providing useful news, ideas, information, and links to relevant resources to help YOU grow your Home Inventory Service.

We currently connect with more than 200 Home Inventory Service businesses in North America. If you'd like to be added to our newsletter mailing list (it's FREE!), use the sign-up box to the right. If you have questions, e-mail us at HomeInventoryServicemagazine@gmail.com.

Bookmark this blog -- and check back often!