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Home › The engines › Client Retention Engine
Engine three of four
And that’s the whole job. The Client Retention Engine sends every past client one genuinely useful thing a month for a year — about her house, not about you — so that when somebody asks her who to call, she doesn’t have to go looking for your name.
Why it never gets done
Not because they don’t know it works. Every inspector knows it works. They don’t do it because staying in touch means having something to say every month, and nobody signed up for this to be a writer.
So he means to. He tells himself he’ll put something together this winter when it goes quiet. Winter comes, it goes quiet, and he spends it worrying about it being quiet. Another year goes by and the list of people who already know him, like him and trust him just sits there getting colder.
You don’t have anything to say. But her house does — twelve times a year.
Every house in America has the same conversation with its owner on roughly the same schedule. The furnace matters in January. The gutters matter in April. The detectors need testing in October. You already know all of it. You just haven’t got the time to write it down twelve times and send it to four hundred people.
The calendar
One useful piece a month, on the month it matters. Not a newsletter about your company. Twelve things a homeowner is glad to have been told, arriving from the person who knows her house.
Cold-weather systems — what to check while the house is working hardest
Seasonal · by region
The air inside your house — heating, humidity, and what you’re breathing all winter
Health
The spring walk-round — twenty minutes outside that saves the expensive repair
Seasonal · by region
Water — gutters, grading and drainage, the cheapest problem to fix and the most expensive to ignore
Maintenance
Smart home and energy — which upgrades actually pay for themselves
Technology
Summer readiness — cooling, humidity, and getting ahead of storm season
Seasonal · by region
The outdoor tech that actually earns its keep
Gadgets
Cyber safety at home — your devices, your data, and the doorbell camera
Cyber
The autumn walk-round — closing the house down for the season
Seasonal · by region
Detectors, alarms and the ten-minute safety check
Safety
Winterizing, and keeping the house safe while you’re away
Seasonal · by region
Radon — what it is, why it matters, and why January is the month to test
Awareness
Not one of these twelve is about you, your company, or booking an inspection. That is exactly why they get opened. A homeowner deletes “thinking of you” without reading it — but she reads twenty minutes outside that saves the expensive repair, and afterwards she remembers who sent it. Nothing here sells. That’s the reason it works.
Written where she lives
No. The seasonal pieces are written by region, because November means two completely different things depending on where the house is standing.
This is the difference between something a homeowner reads and something she deletes. A note about frozen pipes landing in Tucson doesn’t only get ignored — it tells her the person who sent it wasn’t really thinking about her house at all.
November · Minneapolis
Shutting off the outside taps, and what to leave the thermostat on if you’re away for Christmas.
November · Phoenix
The one month of the year your heating actually runs, and why the first burn always smells like that.
New construction
They have a builder’s warranty that runs out at twelve months, and almost none of them remember it. Three extra reminders go out at nine, ten and eleven months — because the inspection has to happen before that window shuts.
This is a paid inspection most inspectors never get asked to do. Not because the homeowner didn’t want it. Because nobody told her the clock was running.
Month nine
A straight reminder that it exists. It’s buried in paperwork she signed a year ago and hasn’t looked at since the day she moved in.
Month ten
What the builder is still on the hook for, and why it needs looking at next month rather than the month it expires.
Month eleven
Last call, with the date the window closes. If she books, she books with the inspector who already knows the house.
12
Window
closed
She’s ringing the inspector who walked that house before she owned it, who already has the report, and who she trusted the first time. The only reason it doesn’t happen today is that nobody reminds her.
Getting your clients in
We bring in everybody you’ve inspected for in the last twelve months at setup, and each one starts receiving the calendar from the month they join. Nobody has to be sorted or tagged.
The moment Josh books a job and you publish the report, that client is in and the calendar starts. You never add anybody by hand, and nobody gets missed because you had a busy week.
The engines talk to each other, so a client never gets a review request and a monthly piece in the same breath. Nobody receives more than one message from you in any seven-day stretch.
Straight talk
It keeps you in her hand. It can’t make her need something she doesn’t need.
She may not need another inspection for a decade. That’s fine — she isn’t the point. The point is that she’s asked who to call three times before then, by a colleague, a neighbor and her sister, and each time your name is right there.
If she wasn’t happy with the inspection, twelve months of useful email won’t change that, and it shouldn’t. Getting it right at the house is still the job. This keeps a good experience from quietly fading, which is a different thing altogether.
Every message has an unsubscribe on it and it works immediately. You can also pull any single client out yourself, from her record, in one click — and if something went sideways on a job, that’s exactly what you should do.
Where to next
It starts the day you go live, it runs on every client from then on, and the only thing you ever have to do about it is the inspection you were doing anyway.