Formula for Calculating How Much Money the Buy-Back Program Will Make You

by Nick Gromicko
 
First, you have to answer these questions below.  You will have to estimate the answers to many of them.  We recommend that you give conservative answers.  For example, if for Question T you believe that offering the Buy-Back Guarantee will not permit you to command a higher fee, you should answer $0.00.  Some questions you will be able to answer accurately.  For example, Question A asks how many inspections you perform a year. 
 
Then, plug the numbers into the formulas below to calculate the net financial effect of participating in InterNACHI's Buy-Back Program.
 
Questions:
 
  1. How many inspections do you perform a year?
  2. On average, what do you charge for a home inspection (in dollars)? For example, if you grossed $100,000 last year and performed 250 inspections, your average charge was
    $100,000 / 250 = $400.
  3. How many consumer visits do you get at your home inspection website per year?
  4. What percentage of those consumer visits does your website convert into scheduled inspections?  For example, if you get 25 hits to your website a month and five inspections from your website, your website's conversion rate is 20%.
  5. Of the consumers who visit your website but don't convert into clients, what percentage do you think would have become clients had your website alerted them to the Buy-Back Guarantee?  
  6. On average, how many calls from consumers inquiring about your inspection services do you get per week?  For example, if you get about 10 calls a day and answer your phone five days a week, you get about 50 calls per week.
  7. On average, what percentage of those incoming calls from consumers do you convert into scheduled inspections?  For example, if you convert one out of three incoming calls into scheduled inspections, your conversion rate on the phone is 33%.  If you convert one out of two incoming calls into scheduled inspections, your conversion rate on the phone is 50%.
  8. Of the consumers that call and inquire about your inspection services but don't convert into scheduled inspections, what percentage do you think you would have been able to convert had you told them about the Buy-Back Guarantee?
  9. What is the average number of inspections referred to you by real estate agents per year? 
  10. How many presentations at real estate offices do you perform a year?
  11. On average, how many real estate agents are in the room when you do your presentation?
  12. On average, what percentage of real estate agents that you do presentations for are already agents who recommend you?  (We can't count them as additional revenue sources.)
  13. Of the real estate agents who listen to your presentation and still never refer you, what percentage do you think you would have been able to convert to an agent who recommends you had you told them about the Buy-Back Guarantee?
  14. On average, what percentage of the inspections you perform come from your marketing brochures and literature that you have left at real estate offices and elsewhere?
  15. If your brochures and literature prominently featured the Buy-Back Guarantee, what percentage do you think the inspections generated from those brochures and literature would increase by?
  16. On average, what percentage of the inspections you perform come from consumers who see your inspection vehicle?
  17. If your inspection vehicle prominently featured the Buy-Back Guarantee, what percentage do you think the inspections generated from your vehicle would increase by?
  18. On average, what percentage of the inspections you perform come from past client referrals? 
  19. If your clients knew that you offered the Buy-Back Guarantee, what percentage do you think the inspections referred to you by past clients would increase by?
  20. By offering the Buy-Back Guarantee, how much do you think you can increase your average fee for a home inspection by?  (Don't subtract the $5 cost of participation yet; we'll do that later.)  For example, if you charge $320 on average, and you think you can command $335 with the Buy-Back Guarantee, your increase would be $15.
 
And now for some calculations:
 
  • (A x B) = your gross revenue.
  • C x (D/100) x B = your current revenue generated from your website.
  • E/100 x (C x (D/100) x B = your additional revenue from the Buy-Back Program being featured on your website.
  • F x 52 = number of incoming consumer inquiries you get per year.
  • (G/100) x F x 52 x B = your current revenue generated from incoming consumer calls.
  • (100 - G)/100 = percent of incoming consumer inquiries/calls that you aren't converting.
  • ((100-G)/100) x F x 52 x B = lost revenue of consumer inquiries/calls that you aren't converting.
  • (H/100) ) x ((100-G)/100) x F x 52 x B = your additional revenue from the Buy-Back Program being used to convert consumers who call you.
  • (J x K) = number of agents who you present to per year.
  • (100-L)/100 = percent of agents who you present to that don't currently recommend you.
  • (J x K) x ((100-L)/100) = number of agents you present to who don't already recommend you.
  • (M/100) x (J x K) x ((100-L)/100) x I x B =  your additional revenue from including the Buy-Back Guarantee in your real estate office presentations.
  • (N/100) x (A x B) = your current revenue being generated from your brochures and literature.
  • (O/100) x (N/100) x (AxB) = your additional revenue from the Buy-Back Guarantee being included on your brochures and literature.
  • (P/100) x (A x B) = your current revenue being generated from your inspection vehicle.
  • (Q/100) x (P/100) x (A x B) = your additional revenue from the Buy-Back Guarantee being included on your inspection vehicle.
  • (R/100) x (A x B) = your current revenue being generated from past client referrals.
  • (S/100) x (R/100) x (A x B) = your additional revenue from past clients who refer you only because of the Buy-Back Guarantee.
  • T x A x B =  your additional revenue from the ability to command higher fees on only the current inspections you are performing.
  
Now, let's calculate the total number of additional inspections we can attribute to the Buy-Back Program.  This is simply the additional revenue before the increase in fees divided by the average fee for an inspection, or:
 
{[E/100 x (C x (D/100) x B] + [(H/100) ) x ((100-G)/100) x F x 52 x B] + [(M/100) x (J x K) x ((100-L)/100) x I x B] + [(O/100) x (N/100) x (A x B)] + [(Q/100) x (P/100) x (A x B)] + [(S/100) x (R/100) x (A x B)]}/B.
 
Multiply this by T to get the amount of the additional revenue from the increase in fees attributed to the Buy-Back Program, or:
 
{[E/100 x (C x (D/100) x B] + [(H/100) ) x ((100-G)/100) x F x 52 x B] + [(M/100) x (J x K) x ((100-L)/100) x I x B] + [(O/100) x (N/100) x (A x B)] + [(Q/100) x (P/100) x (A x B)] + [(S/100) x (R/100) x (A x B)]}/B x T.
 
Now, let's calculate the total additional revenue of participating in the Buy-Back Program.  This is simply the additional revenue from the increase in inspections attributed to the Buy-Back Guarantee being included on your website, plus the additional revenue attributed to the Buy-Back Guarantee being included in your phone-answering scripts, plus the additional revenue attributed to the Buy-Back Guarantee being included in your real estate office presentations, plus the additional revenue attributed to the Buy-Back Guarantee being included in your brochures and literature, plus the additional revenue attributed to the Buy-Back Guarantee being displayed on your inspection vehicle, plus the additional revenue attributed to the Buy-Back Guarantee being the main reason past clients refer you, plus the additional revenue from the increase in fees attributed to the Buy-Back Program, or:
 
{[E/100 x (C x (D/100) x B] + [(H/100) ) x ((100-G)/100) x F x 52 x B] + [(M/100) x (J x K) x ((100-L)/100) x I x B] + [(O/100) x (N/100) x (A x B)] + [(Q/100) x (P/100) x (A x B)] + [(S/100) x (R/100) x (A x B)]} + {[E/100 x (C x (D/100) x B] + [(H/100) ) x ((100-G)/100) x F x 52 x B] + [(M/100) x (J x K) x ((100-L)/100) x I x B] + [(O/100) x (N/100) x (A x B)] + [(Q/100) x (P/100) x (A x B)] + [(S/100) x (R/100) x (A x B)]}/B x T. 
 
Let's call this U.
  
But wait.  The program costs $5 per inspection for every inspection you are currently performing, plus every inspection the Buy-Back Program generates in addition to the number of inspections you are currently performing.  This amount must be calculated and subtracted from the total revenue increase.  
 
The total cost of the program is simply your (total revenue plus the additional revenue from the additional inspections attributed to the Buy-Back Program plus the additional revenue from the fee increase attributed to the Buy-Back Program) divided by your (average fee plus price increase) multiplied by $5, or:
 
U / (B+T) x $5.
 
Let's call this V.
 
Now we have to subtract V from U to get the total net financial effect of participating in InterNACHI's Buy-Back Program.
 
U - V.
 
If U - V is a negative (in other words, if V is greater than U), the cost exceeds the additional revenue and you should not participate in InterNACHI's Buy-Back Program.  If U - V is a positive number (in other words, if U is greater than V), the additional revenue exceeds the cost and you should participate in InterNACHI's Buy-Back Program.