Last updated on January 26th, 2024 at 04:21 pm
Home Inspector marketing is a very unique form of marketing. Not only are home inspectors trying to get business from home buyers, but they also can obtain lots of business from referral sources like real estate agents. This can make marketing metrics and average key performance indicators confusing.
At WolfPack Advising, we specialize in digital marketing for home inspectors. So, we have collected the averages for various home inspector marketing metrics to share with the industry.
Home Inspector Marketing Averages & Metrics Explained
As mentioned, home inspectors have very unique marketing strategies. Therefore, we have put together the most common and most important marketing metrics home inspection companies should track.
Email Marketing Metrics
Email Open Rate
Definition: The percent of contacts who open/read your email.
How To Calculate: Your email marketing software should report this number to you automatically.
Industry Average: 42%
Click Through Rate
Definition: The percent of contacts who click a link in an email.
How To Calculate: Your email marketing software should report this number to you automatically.
Industry Average: 13%
Unsubscribe Rate
Definition: The percent of contacts who unsubscribe from email communications.
How To Calculate: Your email marketing software should report this number to you automatically.
Industry Average: 1%
Bounce Rate
Definition: The percent of emails that bounce from the email destination.
How To Calculate: Your email marketing software should report this number to you automatically.
Industry Average: 0.7%
Check out our recommended email marketing software for home inspectors.
Sales Metrics
New Buyer’s Agent Conversion Rate
Definition: The percent of new buyers agents that complete the 2nd inspection.
How To Calculate: The number of new buyers agents completing their 2nd inspection / total new buyers agents. WolfPack auto calculates this number with marketing automation software.
Industry Average: 13.8%
Inactive Agent Conversion Rate
Definition: The percent of inactive agents that complete another inspection after going inactive. Inactive agents are agents that have not worked with a company in 60-90 days.
How To Calculate: The number of inactive agents completing another inspection / total inactive agents. WolfPack auto calculates this number with marketing automation software.
Industry Average: 13.6%
New Listing Agent Conversion Rate
Definition: The percent of listing agents that complete their first buyer’s agent inspection with a company.
How To Calculate: The number of listing agents completing their 1st inspection / total new listing agents. WolfPack auto calculates this number with marketing automation software.
Industry Average: 1.1%
Prospecting Conversion Rate
Definition: The percent of new buyer’s agents that work with a company after a prospecting sequence.
How To Calculate: The number of prospects converted / total prospects. WolfPack auto calculates this number with marketing automation software.
Industry Average: 9.5%
Average Sales Performance (Monthly)
Definition: Average total monthly sales from marketing automation efforts.
How To Calculate: Total inspection value from all sales efforts.
Industry Average: $35,000
Average Time Till Conversion
Definition: The average number of days it takes to convert a real estate agent from any of the pipelines mentioned above (new buyers agents, inactive agents, listing agents, or prospects).
How To Calculate: This is difficult to calculate without sales or marketing automation software. This number is auto-calculated with WolfPack.
Industry Average: 40 Days
Other Metrics To Track
These are marketing metrics you should be tracking, however, industry averages are going to depend widely on the company.
Search Engine Optimization Return on Investment
How To Calculate: Use lead tracking software to find where leads are coming from, record lead data, and quantify lead data.
Google Ad Return on Investment
How To Calculate: Use lead tracking software to find where leads are coming from, record lead data, and quantify lead data.
We see an average return on investment of about 500% with our Google Ad Campaigns. Learn more about Return on Ad Spend.
Keyword Visibility
Keyword visibility is how visible your website is in search engines, like Google, to specific keywords that matter for your business. This can be tracked through a digital marketing agency.
Social Media Engagement Rate
This is the percentage of people who engage with your content on social media. Most social media platforms report engagement rates for businesses.
Social Media Total Followers
Home Inspection companies should see their total followers increasing over time on all social platforms.
Social Media Link Clicks
Link clicks on social media are clicks on phone numbers, website links, or other links on the company’s profile/page. Home Inspection companies should see their total link clicks increase over time on all social platforms.
Start Tracking Your Home Inspector Marketing Metrics
Every home inspection company looking to grow its business should be focusing on these key metrics. While some of these metrics require software, home inspectors have many options to choose from.
At WolfPack Advising, we provide software, digital marketing services, and marketing advising for all home service companies to help scale their business.
Check out WolfPack’s marketing automation software.
All data noted in this post are averages from WolfPack Advising customers.
