We’ve got an idea of the kind of business we’d like to build. We’d like to produce a certain type of product for a certain type of client. We’d like to be able to work for a specific customer: one that appreciates the work that we do, the inspection that we perform, the art that we create.

If that’s the case, then we don’t need to blindly market to the masses. We’re not for everyone, so why spend money promoting ourselves to everyone?

We simply need to find a couple of influencers (in our case, real estate agents). We want someone that (a.) has ethics that align with ours, and (b.) is looked up to (and imitated by) their peers.

We need to find our handful of influencers. If we can convince them that we’re the right service provider for them and their clients, the rest of the business falls in line behind them.

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