One of the best ways to reach those in your area that will buy and benefit from your home inspection services is by using the Newsletter format.

Since the selling of home inspection services is highly dependent on relationship building, the newsletter is one way in which the buyer may get to know, like and trust you. They may not be ready to buy just yet; therefore the aim of your newsletter should be to build a relationship with potential clients. Build credibility by becoming a trusted source and a provider of valued information or entertainment.

Home inspection marketing through a Newsletter is about drawing potential clients to you rather than chasing after them. I have a much easier time of closing an appointment if I'm the one answering the phone instead of the one making the call. This is the "Pull" approach.

Pull marketing or soft selling through a newsletter has to be one of the best ways of consistently getting in front of your target market. The cornerstone of "pull" marketing is the building of a list of persons who have either expressed an interest in your company, bought from you in the past or are prime candidates revealed to you by any other source or means.

Simply getting in front of your home inspection prospects is just half the battle, you have to have something of value for them to keep their interest and that's where the Attraction Factor comes into play. If your newsletter doesn't define you as a person or an expert in something, you'll lose your attraction right off the bat. One of the biggest mistakes made is not to have a theme or brand that defines your newsletter.

Find any theme or area that would be of interest to your Realtor or past client base and start putting yourself out there as the expert, all the while soft selling your company with small adverts or interesting slices of your inspection experiences. Remember, it's all about them or for them, the theme of interest to your target group.

For example, the theme of the newsletter I send out to my Realtor group is "Attraction Marketing". Each newsletter has a small article on building your cliental through building favorable relationships. For my past clients I have a human interest angle in which I give them a dose of my life, you know, what's happening in my business and personal life. Most people if they liked you when they met you will take a peek at what you have to say and if they like it, they'll be getting to know you issue by issue. That's the best way to turn a past client into a sales agent, make'm like you and let'm get to know you. Tell a funny story.

In case your wondering where the value is, it's in the human interest angle. If possible I try to put a small human interest story in the newsletter that goes out the my Realtor base as they also need to get to know me. People just love a good story or gossip. So give them some and watch your referals from Realtors and past customers take off.

When you spend your time marketing to those most likely to use or refer your services with a newsletter, youre using the soft sell and need only a credible presence. This credible presence -- the soft sell - breaks down the natural resistance and skepticism in the mind of your prospect smoothing the way for the appointment.

By staying in touch regularly and providing your database groups with quality information closely connected with the home inspection services you provide, you can maintain their interest, demonstrate your knowledge and expertise, and continue to make your offers in a non-pushy way.

Newsletters, I highly recommend them if your the one being branded. To make my point, start checking out some of the larger companies, website newsletters or franchise newsletters. These newsletters typically brand the franchise and not the inspector. Stay away from this type of junk mail as it will be deleted along with your status as an expert. You'll be just another guy with a bought and payed for newsletter that tells your target audience when to clean out their gutters.

I heard this the other day and I thought I'd pass it along. The definition of an "Expert"; someone with an opinion that stands up and tells it to a whole lot of people. By this definition, anyone that writes their own newsletter is an expert. Good luck spreading your opinions with the newsletter format.