We did one small test run and the agents gobbled it up and bought many books. It was our best direct-response test campaign with agents since we offered free InterNACHI mousepads.
The advantage is that the book heavily promotes members and reminds agents where to find InterNACHI inspectors.
The disadvantage is that it kind of reinforces a stereotype that agents have about inspection reports.
Does the advantage outweigh the disadvantage? If not, we won’t launch the campaign
Anyway, here is the e-mail video we created to test the campaign: http://www.nachi.org/now-agents.htm
Please offer your comments, good or bad. The main question is it wise to depict inspection reports in a way that many agents imagine them in their own heads in order to get them to use a book that recommends InterNACHI members?
I kind of feel it might be taking one step backwards to take two forwards… which would be great.