1. Direct To The Public Marketing
1.1. Prior Client Marketing
1.2. YouTube
1.2.1. What To Post
1.2.2. Frequency Of Posting
1.2.3. Target Audience
1.2.4. Traffic Strategies
1.2.5. Keywords To Include
1.2.6. Have The Proper Video Title
1.2.7. Set Up The Description Correctly
1.2.8. Set Up Your Channel Properly
1.2.9. Live Video
1.2.10. Screen Capture Video With Photos
1.2.11. Get Comments & Video Responses
1.2.12. Get Subscribers
1.3. Facebook
1.3.1. What To Post
1.3.1.1. What Content Will My "Virtual Friends" Be Interested In
1.3.2. Frequency Of Posting
1.3.3. Who To Invite & How To Do It
1.3.3.1. Local Groups
1.3.3.2. Your Prior Clients
1.3.3.3. Your Real Estate Agent Referral Sources
1.3.3.4. Prospective Real Estate Agent Referral Sources
1.3.3.5. Let Facebook Do The Work
1.3.3.6. Mortgage Brokers
1.3.4. Set Up Your Fan Page
1.3.4.1. Contet To Add
1.3.4.2. Traffic Strategies
1.3.5. Setup Your Profile Properly
1.3.5.1. What To Add Initially
1.3.5.2. Updating Schedule
1.3.6. Target Audience
1.3.6.1. Home Buyers
1.3.6.2. Home Sellers
1.3.6.3. Real Estate Agents In Your Marketing Area
1.3.6.4. Anyone In Your Local Market That Knows A Home Buyer Or Seller
1.3.6.5. Influential People In Your Market Area
1.3.6.6. Mortgage Brokers
1.4. LinkedIn
1.4.1. Who To Invite
1.4.2. Setting Up Your Profile
1.4.3. Posting Frequency
1.4.4. Target Audience
1.5. Blog Talk Radio
1.5.1. Target Audience
1.5.2. Topics
1.5.3. Frequency
1.5.4. SEO Strategies
1.5.5. Adding Show To 3rd Party Sites
1.5.6. Driving Traffic
1.6. Your Web Site/Blog
1.6.1. Upgrade Or Abandon Existing Site
1.6.1.1. Pros Of Upgrading
1.6.1.2. Cons Of Upgrading
1.6.2. No Site Currently
1.6.2.1. Get A Direct Response Blog
1.6.3. What Content Should Be On Your Site
1.6.3.1. Testimonials
1.6.3.1.1. Audio
1.6.3.1.2. Video
1.6.3.1.3. Text
1.6.3.2. Headline & Supporting Copy To Let Prospect Know WIIFM By Selecting You
1.6.3.3. Video Topics
1.6.3.4. Online Scheduling
1.6.4. Content Update Schedule
1.6.4.1. Update Videos & Testimonials Weekly
1.6.5. Traffic Strategies
1.6.5.1. Search Engine Optimization
1.6.5.2. Facebook
1.6.5.3. YouTube
1.6.5.4. LinkedIn
1.6.5.5. Plaxo
1.6.5.6. Paid Sources
1.6.6. Monitizing Your Web Site
1.6.6.1. Classified Ads
1.7. Pinterest
2. Relationship Marketing (non-top producer)
2.1. Agent Re-Connect Strategies
2.1.1. Trigger To Send
2.1.2. What To Send
2.1.3. Tracking
2.2. Agent Retention Strategies
2.2.1. Activities
2.2.1.1. Thank You Notes
2.2.1.2. Gifting
2.2.1.3. Realtor Marketing Tips
2.3. Teach CE Classes
2.3.1. How Does It Work In Your Area?
2.3.1.1. Own Your Own School
2.3.1.2. Instructor For Others
2.4. In Person Relationship Marketing
2.4.1. What Are Your Criteria For Selecting A Target Office
2.4.1.1. Minimum Number Of Agents
2.4.1.2. Must Be Able To Get In The Back Office
2.4.1.3. The Broker Isn't Hostile To Home Inspectors
2.4.1.4. There Are Educational Opportunities
2.4.1.5. There Are Social Opportunities
2.4.1.6. How Far Is The Office From Your House
2.4.1.7. Inspections Possible Per Month From The Office
2.4.1.8. Can You Put In A Chocolate House
2.4.1.9. Can You Leave Flyers And Other Leave Behind Material
2.4.2. Which Offices Are You Going To Select
2.4.3. What Opportunities Do You Have In Those Offices
2.4.3.1. Lunch & Learns
2.4.3.1.1. Which Offices
2.4.3.1.2. Frequency
2.4.3.1.3. Topics
2.4.3.2. Sales Meetings
2.4.3.2.1. Which Offices
2.4.3.2.2. Topics
2.4.3.2.3. Frequency
2.4.3.3. Charity Events
2.4.3.3.1. Which Offices
2.4.3.3.2. Which Events In The Chosen Offices
2.4.3.3.3. Number Of Events Per Year
2.4.3.3.4. Budget Per Event
2.4.3.4. Personal Visits
2.4.3.4.1. Marketing Materials Needed
2.4.3.5. Chocolate Houses
2.4.3.6. Birthday Parties
2.4.3.7. Social Event Sponsor Opportunities
2.4.3.7.1. Which Offices
2.4.3.7.2. How Many Per Year
2.4.3.7.3. JV Partners For The Event
2.4.3.7.4. Type Of Event
2.4.3.8. Other Educational Opportunities
2.4.3.8.1. Marketing Workshops
3. Top Producer Marketing
3.1. Define Top Producer
3.1.1. Sales
3.1.2. Listings
3.2. How Many Do You Need?
3.2.1. Who Is On Their Team
3.3. How Will I Locate Them
3.3.1. Realtor Office Web Sites
3.3.2. Board Of Realtors Sites
3.3.3. Ask Agts In Your Target Offices
3.3.4. MLS Data
3.3.5. Collect Info in Feb/March When Top Producers Are Announced By Their Companies
3.3.6. Real Trends Website: Click on your State on the Map
3.4. What To Send
3.4.1. Aquisition
3.4.1.1. Lumpy Mail
3.4.1.1.1. Tee Shirts
3.4.1.1.2. Message In A Bottle
3.4.1.2. Send Out Cards
3.4.1.2.1. Monthly Drip Campaign
3.4.1.3. Letters
3.4.1.3.1. Use Only With Enclosures Like Scratch Off Coupons, etc.
3.4.1.3.2. Use "Fake" Express Delivery Envelopes
3.4.1.4. Monthly Newsletter
3.4.1.5. HI Tip Of The Month
3.4.2. Retention
3.4.2.1. Gifting Program (if permitted/desired)
3.4.2.1.1. Savings Bucks
3.4.2.1.2. Movie Tickets
3.4.2.1.3. Lottery Tickets (maybe)
3.4.2.1.4. Gift Baskets
3.4.2.1.5. Holiday Gifts
3.4.2.2. Monthly Newsletter
3.4.2.3. HI Tip Of The Month
3.4.2.4. Agent Labels
3.4.2.4.1. For All Of Her Referrals
3.4.2.5. Special Thank You Cards
3.4.2.5.1. Add The House Inspected To The Front Of The Card
3.4.2.6. Charity Work
3.4.2.7. Send Out Cards
3.4.2.7.1. Holiday Cards
3.4.2.7.2. Birthday Card
3.4.2.8. Co-Promotion
3.4.2.8.1. Blog Talk Radio
3.4.2.8.2. 1st Time Home Buyers Seminars
3.4.2.8.3. Teleseminars
3.4.2.8.4. Videos
4. Mortgage Brokers
4.1. What Message Do Mortgage Brokers Want To Hear From Home Inspectors
4.1.1. Message Is The Same One The Clients Want To Hear
4.2. What Information Do I Send Mortgage Brokers
4.2.1. Lead Generation
4.2.1.1. Send Out Cards
4.2.1.1.1. Content Ideas
4.2.1.1.2. Frequency
4.2.1.2. Lumpy Mail
4.2.1.2.1. Tee Shirts
4.2.1.3. Letters With Enclosures
4.2.1.3.1. Use Fake "Express Mail" Envelopes
4.2.2. Retention
4.2.2.1. Send Out Card Campaigns
4.2.2.1.1. Thank You Cards
4.2.2.1.2. Birthday Cards
4.2.2.1.3. Special Occasion Cards
4.2.2.2. Gifting Program
4.2.2.2.1. Movie Tickets
4.2.2.2.2. Savings Bucks
4.2.2.2.3. Travel Incentives
4.3. How Do I Send Information To Mortgage Brokers
4.3.1. Direct Mail
4.3.2. Email
4.4. How Frequently Do I Send Information To Mortgage Brokers
4.4.1. Lead Generation
4.4.1.1. Monthly
4.4.2. Retention
4.4.2.1. At Least Monthly
4.5. Social Networking Strategies For Mortgage Brokers
4.5.1. Facebook
4.5.2. Youtube
4.5.3. My Blog
4.5.4. Blog Talk Radio
4.5.5. LinkedIn / Plaxo
4.6. Tracking
4.6.1. Who's Referring You
4.6.2. How Many Inspections A Month
4.6.3. Cost Of The Strategy
4.6.4. Joint Venture Opportunities With Mortgage Brokers
4.6.4.1. Seminars & Workshops
4.6.4.2. Blog Talk Radio / Teleseminars
4.6.4.3. Advertising
4.6.4.3.1. Online
4.6.4.3.2. Offline
4.6.4.4. Social Functions
4.6.4.4.1. Activities
4.6.4.4.2. Which Offices / Agents
4.6.4.4.3. Goal Of The Event
5. Administrative
5.1. Automation
5.1.1. Work Orders
5.1.2. Inspection Agreement
5.1.3. Report Delivery
5.1.4. Marketing Reports
5.1.4.1. Performance To Plan
5.1.4.2. Precall Planning
5.2. Promotional Items
5.2.1. What To Buy
5.2.2. How To Use
5.2.2.1. Prospects
5.2.2.2. Prior Clients
5.2.2.2.1. Frequent Referrer Program
5.2.2.3. Referral Sources
5.3. Accounting
5.3.1. Payroll
5.3.1.1. Frequency
5.3.2. Taxes
5.3.2.1. Payroll Taxes
5.3.2.2. State Taxes
5.3.2.3. Federal Taxes
5.3.3. Reporting
5.3.3.1. Profit & Loss Statements
5.3.3.2. Income Statements
5.3.3.3. Balance Sheets
5.4. Policies & Procedures
5.4.1. Need A Manual
5.5. Banking
5.5.1. Financing
5.5.1.1. Loans
5.5.1.2. Lines Of Credit
5.5.1.3. Bank On Yourself
5.5.2. Credit Card Administration
5.5.2.1. Manual Swiping
5.5.2.2. Electronic Swiping
5.5.3. Managing Deposits
5.5.3.1. Personal Delivery
5.5.3.2. Electronic Delivery
5.6. Legal
5.6.1. Risk Management
5.6.1.1. Standard Dispute Resolution
5.6.2. 1099 vs W2
5.7. Insurance
5.7.1. Workman's Compensation
5.7.2. E&O
5.7.3. General Liability
5.7.4. Hired & Non-Owned Auto
5.7.5. Host Liquor Liability
5.7.6. Health Insurance
5.7.7. Disability Insurance
5.7.8. Life Insurance
5.7.8.1. Key Man Insurance
5.8. Services To Be Offered
5.8.1. Home Inspections
5.8.2. WDO Inspections
5.8.3. Indoor Air Quality
5.8.4. Infrared
5.8.5. Energy Audits
5.8.6. Bundling Services
5.9. Partner Vendors
5.9.1. Who To Select By Category
5.9.2. How Many Per Category
5.9.3. Monotoring
5.9.4. Promoting
5.9.5. Moneytizing These Relationships
5.10. Financial Planning
5.10.1. Perpetuation Planning
5.10.2. Retirement Planning
5.10.3. Cash Management
5.11. Disput Resolution
6. Human Resources
6.1. Plan For The Future
6.1.1. When To Hire Inspectors
6.1.2. When To Hire Support Staff
6.1.3. Outsourcing Opportunities
6.1.3.1. Online Activities
6.1.3.2. Offline Activities
6.2. Inspectors
6.2.1. Where To Locate Prospects
6.2.1.1. Fire Department
6.2.1.2. Realtor Referrals
6.2.1.3. Employment Ads
6.2.1.3.1. Craig's List
6.2.1.3.2. Monster.com
6.2.1.3.3. Community Newspaper
6.2.1.4. Your Personal "Tallent Bank"
6.2.2. Initial Training
6.2.2.1. What's Required
6.2.2.1.1. Academic Work
6.2.2.1.2. On Site Inspections
6.2.2.1.3. Trainig Period
6.2.2.2. Who Will Train
6.2.2.3. Training Topics
6.2.2.3.1. Managing The Client
6.2.2.3.2. Managing The Referral Source
6.2.2.3.3. The Technical Evaluation Of The Property
6.2.2.3.4. Report Writing
6.2.2.3.5. Delivery Of Inspection Findings
6.2.3. On Going Training
6.2.3.1. Inspector Requirement
6.2.3.2. Reporting Mechanism
6.2.4. Inspector Management
6.2.4.1. Performance Evaluations
6.2.4.1.1. Frequency
6.2.4.1.2. Who Will Perform
6.2.4.1.3. Criteria For Evaluation
6.2.4.1.4. Performance Improvement Action Plan
6.2.4.2. Evaluations
6.2.4.2.1. Who Will Grade Reports
6.2.4.2.2. Frequency Of Report Review
6.2.4.2.3. "Sneak Up" Evaluations
6.2.4.2.4. Criteria For "Sneak Up" Evaluation
6.2.5. Compensation Plans
6.2.5.1. When & How Do They Get Rewarded
6.2.5.2. Employee Benefits
6.2.5.2.1. Provide
6.2.5.2.2. Pay Into Goverment Plan
6.2.5.3. Upward Mobility
6.2.6. Pre-employment Screening
6.2.6.1. Background Checks
6.2.6.1.1. Criminal Check
6.2.6.1.2. Credit Check
6.2.6.2. Drug Screening
6.2.6.3. Personality Profile
6.2.6.4. Securing Permission To Screen
6.2.7. Pre-employment Documents To Secure
6.2.7.1. Non-Solication/Non-Disclosure Agreement
6.3. Hiring Staff
6.3.1. HR Manual
6.3.1.1. Sexual Harrasment Policy
6.3.1.2. Termination Policy
6.3.1.3. Vacation Policy
6.3.1.4. Employee Manual
6.3.1.4.1. Job Descriptions
7. Marketing Home Sellers
7.1. Leave Behinds
7.1.1. What To Leave Behind
8. Marketing The Listing Agent On The Property
8.1. How To Convert More Listing Agent Into Referral Sources
9. Where Do I find A List Of Mortgage Brokers
9.1. Web Sites
9.1.1. Top Real Estate Agents
9.1.2. Their Own Web Sites
9.1.3. Web Sites Where Realtors Hang Out
9.2. List Broker
9.3. Their Associations
9.3.1. Do A Google Search For Your Area
9.3.2. Do They Accept Affiliates
9.3.2.1. Cost
9.3.2.2. Benefits
9.3.2.3. Opportunities
9.3.3. Can You Attend Their Meetings
9.3.4. Can You Advertise In Their Publications
9.3.4.1. Online Opportunities
9.3.4.2. OffLine Opportunities
9.3.5. Will They Email Blast Out Your Message
9.3.6. Can You Rent Their Membership List For Direct Mail
9.4. State Regulatory Agencies
9.5. The Search Engines
9.5.1. Type "Mortgage Broker" & Your City Or Town