Getting Visitors To Your HIS Web Site

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.

Using News Releases to Generate Visibility

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.)

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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.


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A few more notes:

1. 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!
2. 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!
3. 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.
4. 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."

Top Five Potential Web Site Problems

From looking at multiple websites from home inventory service providers throughout the U.S. (and Canada!), I've identified a couple of common issues/problems on some of the websites out there. See if your website has any of these issues:

1. Typos and misspellings. Prospects will wonder how accurate your inventory services will be if there are typos on your website. If you've designed the website yourself, it's easy to overlook these errors after you've looked at your own page hundreds of times. Print out the pages and give them to a friend or family member to review. (Preferably someone who has a good command of grammar -- especially the use of commas and possessives!)

2. Too much text on the home page. Your website is (ideally) organized like a good book, with individual chapters (pages) that provide additional information. You'll increase the "stickiness" of your website if you have multiple subpages instead of several LONG pages of text. Also, remember that a picture is worth a thousand words. Instead of talking about what the inventory report will include, show it! Inventory a room in your own house and put up an Adobe Acrobat PDF of the report. Show pictures of yourself in action. (New to the business? Offer deeply-discounted inventory packages for friends and relatives to build up your portfolio and generate testimonials and referrals. On your "testimonial" page, get photo releases and include real-life photos [instead of stock photo images] on your website. This is a situation when you DON'T want your photos to look "too professional.")

3. Lack of navigation. Following the idea of your website being organized like chapters in a book, you need a well-organized "table of contents" to help your reader (prospective customer) find what they're looking for on your site. Generally, your site will have 5-7 major "sections" (but you may have 2-5 "subsections" under each of those, which can be additional pages that link to the major sections to provide additional detail). Main sections most likely include the five "W"s of journalism: Who, What, When, Where, Why -- and How ... especially "how to buy!" Your sections might include: "Why Inventory," "About Us," "FAQs," "Pricing," "Contact Us." Navigation bars should appear on every page of your site (eliminating the need for a "Home" button. Your "Why Inventory" page should be the home page. If you can't answer that question on the home page, you need to fix your site.

Use interactive links (you know, the underlined, colored words that you can click on to go to another page) to get into more detail. An example might be a subpage on what insurance companies require, or what a typical inventory includes, or facts about your specific geographic area and what the most common threats are (crime stats will give you theft information, and your location will determine if hurricanes, floods, tornadoes, or mudslides are going to be most prevalent as a concern for homeowners in your area). Subpages should have a button to get you back to the main page you jumped off from.

4. The missing "What's In It For Me" factor. Clients who are ready to buy will be interested in the process of home inventory (what does it involve, how does it work, what do I get), but those who are at the beginning stages of their search need more information. Because this is a farily "new" industry, they need education. The education focuses on the emotional part of the decision-making process. In other words, if I spend $100-$500, *why* is that a good use for my money?

Focus on the benefits: 1) Faster, more complete claims resolution process (getting you "back to normal" faster after a disaster or theft); 2) The security that comes from knowing that you'll get what you're paying for in the insurance settlement. (The idea of the 27" TV versus the plasma TV is a great example that's been used.) 3) In the event of a theft, if your items are recovered by the police, you have a better chance of getting them back (serial numbers and proof of ownership). These are just a few examples. Give them the odds ... i.e., "One in four families will file an insurance claim this year" (I'm just making that number up ...) Make it personal!

5. "Why Choose Us"? I've seen the same text, graphics, wording, and even pricing on multiple websites. Because these are geographically unique businesses (not competing for business with each other), that's not necessarily a BIG problem, but if there are other service providers in the market, you need competitive differentiation. In other words: Why they should choose YOU! You can focus on many different angles: Years of experience (if applicable), particularly relevant background (in law enforcement, insurance administration or claims adjustment, etc.), community ties (knowledge of the local market), etc. Find the thing that sets you apart and make sure you highlight it.

For an example of a web site that "gets it" (and no, I have no affiliation with this business), visit Taking Stock Residential Inventory Service. This web site is clean, well-designed, well-organized, and easy to navigate. It also has great "publicity features" on the home page.

How FREE Publicity Can Grow Your HIS Business

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