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Trending Now: Home Inspection

Should business-to-business marketing be all business? Posted on Monday, May 8 in Increasing SalesBinghamtonElmiraIthaca.

Home inspectors generally operate in a business-to-business (or B2B) capacity, targeting realtors with their marketing messages rather than the end users (homeowners), which makes perfect sense considering real estate agents are the top influence for a home buyer’s choice of inspector:

  • 60% of homebuyers chose a home inspector primarily based on the recommendation of a real estate agent.
  • 78% of real estate agents made a home inspector recommendation.
  • 84% of buyers request a home inspection be a part of the purchase contract.

You might think B2B marketing should be strictly rational and pragmatic: businessmen and women are focused on results and impact to their businesses, and they are not swayed by emotional messaging. But the fact is, businesses are run by people, and people cannot help but be both rational and emotional beings.

Make a Connection

Emotional connections to products and services are not exclusively reserved for direct to consumer businesses. A great example is the award-winning video, Field Trip to Mars from Lockheed Martin. Lockheed Martin is an aerospace engineering company that targets other businesses and the government. The firm showcased highly sophisticated technology, groundbreaking innovation, and a vision for the future (all rational benefits to working with Lockheed Martin).

What made the marketing so compelling was the central inclusion of children in the message, a highly emotional angle that pulled the viewer in to the story in a way that simply showcasing the firm’s competencies could never do. Everything from its inspiring video format to its aspirational subject matter was designed to touch audiences.

Bring a Personal Touch to Business Marketing

How can home inspection providers tap into an emotional connection? The very nature of home ownership is an intimate, emotional topic. Leaning into this, even with real estate agents, can make for a powerful message that resonates and differentiates from the competition.

If you’re looking to balance your rational message with an emotional side and finding it hard to do, let us help. We have a team of talented storytellers and designers ready to bring your brand to life in a fresh, and maybe unexpected, way. Connect with today or call us at 607.798.1325.


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