How do you know which marketing is working?

Learn how home inspectors make informed decisions about your marketing using website analytics. We get actionable information and learn which marketing strategy is working best. Then we use these insights to act and improve your inspector marketing.

Most home inspectors are throwing marketing money into a black hole. They post on Facebook, hand out business cards, run Google ads, and sponsor community events—but have no idea which efforts actually bring in customers. Here's the simple truth: if you can't measure it, you can't improve it.

The Big Problem Most Inspectors Face

You're probably doing some version of this marketing mix:

• Social media posting

• Google ads

• Business cards and vehicle wraps

• Real estate agent presentations

• Community sponsorships

• Email campaigns

• Referral programs

  
  

But here's the million-dollar question: Which of these actually gets you inspection jobs?

Most inspectors have no clue. They just keep doing everything and hope something works.

The One Tool That Measures Everything

Every single marketing effort you do—from handing out a business card to posting on Instagram—should lead people to one place: your website.

Your website isn't just a digital business card. It's your measuring tool for everything you do in marketing.

Here's why:

Social Media Posts

Instead of wondering if your Facebook posts work, you can see exactly how many people clicked from Facebook to your website and scheduled inspections.

Business Cards and Vehicle Wraps

Add a simple QR code or specific web address, and you can track exactly how many people found you through these traditional methods.

Real Estate Agent Referrals

Give agents a special link to share, and you'll know which agents are actually sending you business.

Community Events

Create a landing page just for that event, and see exactly how many attendees became customers.

How This Actually Works

Let's say you sponsor a first-time homebuyer seminar. Instead of just showing up and hoping for the best:

1. Create a special webpage just for that event

2. Hand out materials with that specific web address

3. Track the results: See exactly how many seminar attendees visited your site and requested inspections

4. Measure the ROI: Know if that $500 sponsorship was worth it

5. 
   

Same principle works for everything else you do.

What You Should Be Tracking

Your website should tell you:

Where People Come From

• How many came from Google searches?

• How many from Facebook posts?

• How many from real estate agent referrals?

• How many from your vehicle wrap QR code?

  
  

What They Do on Your Site

• Which pages do they visit most?

• How long do they stay?

• What makes them leave without calling?

• Which content convinces them to schedule?

  
  

Which Efforts Make Money

• Cost per customer from Google ads vs. social media

• Which real estate agents send the most referrals

• ROI on community event sponsorships

• Effectiveness of email campaigns to past clients

  
  

Simple Steps to Start Measuring

This Week:

1. Add tracking to everything - Every business card, flyer, and social media post should send people to a specific page on your website

2. Set up basic analytics - Google Analytics is free and shows you where visitors come from

3. Create unique landing pages - Different pages for different marketing efforts so you can track what works

   
   

This Month:

1. Review the data - Which marketing efforts brought the most website visitors?

2. Double down on winners - Spend more time and money on what's actually working

3. Cut the losers - Stop wasting money on marketing that doesn't bring customers

   
   

Real Example: What This Looks Like

Instead of guessing, you'll have real data like:

• "Your Google ads brought 25 website visitors this month and 5 scheduled inspections"

• "Your Facebook posts reached 500 people, 12 visited your website, and 2 became customers"

• "Agent referrals brought 8 website visits and 6 inspection bookings"

• "Your vehicle wrap QR code was scanned 15 times, leading to 3 quote requests"

Now you know exactly where to focus your efforts and budget.

Common Measuring Mistakes

Tracking Vanity Metrics

Don't get excited about Facebook likes or email open rates. Track what matters: website visits that turn into inspection bookings.

Not Using Unique Tracking

If everything sends people to your homepage, you can't tell which marketing efforts work. Use different landing pages or tracking codes.

Forgetting Offline Marketing

Business cards, vehicle wraps, and networking events can all be measured if you give people a specific way to find you online.

Looking at Data Too Often

Check your website analytics weekly, not daily. You need enough data to see real patterns.

The Bottom Line

Every dollar you spend on marketing should be measurable. If you're doing marketing activities that you can't track back to actual inspection jobs, you're probably wasting money.

The most successful home inspectors aren't necessarily the best marketers—they're the ones who know which marketing actually works and focus their time and money there.

Getting Started

Today:

• Add a simple tracking method to one marketing effort (QR code on business cards, unique web address on vehicle wrap)

• Set up basic website analytics

  
  

This Week:

• Review which marketing efforts you can't currently measure

• Create a plan to make everything trackable through your website

  
  

This Month:

• Start cutting marketing activities that don't bring measurable results

• Increase investment in activities that do

  
  

Remember: If it's worth doing, it's worth measuring. And the only way to measure all your marketing efforts is through a website designed to track everything.

Stop guessing which marketing works. Start measuring, and watch your inspection business grow.

For more insights on building an effective online presence as a home inspector, visit inspectorwebsitebuilder.com/social-media to learn about digital marketing solutions specifically designed for inspection professionals.

If you prefer to skip the learning curve and focus on what you do best—inspecting homes—consider hiring Inspector Website Builder to handle your social media marketing professionally and effectively.