I often see inspectors marketing when they have extra money and not marketing when money is tight. This is upside-down thinking. Your marketing decisions should not be based on cash flow, but instead be based on demand.
If you are busy and not looking to raise your prices… stop marketing. Save your money to market when you are slow.
Some inspectors say things like “I’ve been slow this month, so I’m not going to spend much on marketing.” This strategy causes the inspector’s worst fear to become reality.