Photo by @Mungkhoodstudio via Twenty20
Home warranty company? Would you go to your real estate agent for advice on the stock market? Probably not. While your real estate agent does help you with a different kind of investment – your home – that doesn’t make them automatically qualified to give you advice on the latest IPO from Wall Street.
When you want good information you go to the authority. You go to the expert on the topic! Want investment information? See an investment specialist. Got a cough and fever? See a doctor. Want to buy a car? Go to the dealership.
But when you’re looking around at many choices, which is the right one to choose? Which one, among your many choices, is the authority on the information you want?
In the home warranty industry, it’s hard to tell. You type in “home warranty” in a search engine and several companies come up. Who do you choose? Which one will tell you the information you need to make good decisions… and which ones will try to sell you something you don’t need?
Here are a few ways to help you discover which home warranty company is the authority of the home warranty industry. Search for home warranty websites and compare them. What do you notice?
Many home warranty companies try to “straddle the fence” and cater to their paying customers AND their service providers AND realtors all at the same time. When push comes to shove, how much of their time are they going to spend on you? (Hint: if only one-third of their website is spent on you there’s a good chance that only one-third of their attention is focused on you). How can a home warranty provider be an authority in the industry when they’re so busy trying to be all things to all people?
Most home warranty companies tell you what kind of policy you should have. They’ll tell you that you need all your ceiling fans covered… even if you don’t own any ceiling fans. And they’ll make you pay for them. How can a home warranty company be an authority in the industry when you’re the expert on your home… but they’re telling you what should be covered?!?
How many home warranty companies provide you with an unbiased industry analysis in the form of reports, RSS feeds, and whitepapers to help guide you through the decision-making process? A site that does that is an authoritative site.
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