February 2019 Reporter

FEB 2019

REPORTER

INSPECTION NEWS & VIEWS FROM THE AMERICAN SOCIETY OF HOME INSPECTORS, INC.

ROOFING TUTORIAL FOR HOME INSPECTORS INSPECTING FLAT ROOF TO WALL FLASHINGS

By John Cranor P14

SMART INSPECTOR SCIENCE

WHEN LEAKS OCCUR IN “PERFECT” CHIMNEY FLASHINGS

By Tom Feiza P12

TECH TALK

ARTIFICIAL INTELLIGENCE AND HOW IT CAN BOOST YOUR GOOGLE ADS PERFORMANCE

By Andy Patel P46

FEBRUARY 2019 • www.ASHIReporter.org

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ASHI Reporter • FEBRUARY 2019

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FEBRUARY 2019

REPORTER

VOLUME 36, ISSUE #2

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FEATURES 6 M ANAGING RISK

Claim 5: Structural Damage

By InspectorPro Insurance

8

HES UPDATE:

Energy Information Takes

the Industry by Storm

By ASHI Staff

12 SMART INSPECTOR SCIENCE:

When Leaks Occur in “Perfect”

Chimney Flashings

By Tom Feiza, Mr. Fix-It, Inc.

HowToOperateYourHome.com

14 ON THE COVER:

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A Roofing Tutorial for Home Inspectors Inspecting Flat Roof to Wall Flashings

By John Cranor

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MARKETING FOCUS:

Put Home Inspection Software

at the Top of Your Marketing List

By ASHI Staff

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TECHNICAL FOCUS:

Pressure-Reducing Valves on

Hot Water Heating Systems

By Alan Carson, Carson Dunlop, www.carsondunlop.com

38

Choosing a Contractor the Informed Way

By Fritz Gunther, NYS Licensed Home Inspector

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46

TECH TALK:

Artificial Intelligence and How It Can

Boost Your Google Ads Performance

By Andy Patel, CEO, K-3 Technologies

DEPARTMENTS

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26 Are These Violations of the ASHI Code of Ethics?

By Jamison Brown, ASHI Ethics Committee Chair

31 CHAPTER SPOTLIGHT: Attention, Ohio Home Inspectors: Liscensing Just Got Real

By Blaine Swan, Chair, Ohio ASHI Chapters’

Joint Chapter Legislative Committee

39 Your ASHI 40 Postcards From the Field

It’s Wacky Out There

FEBRUARY 2019 • www.ASHIReporter.org

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ASHI National Officers and Board of Directors Educated. Tested. Verified. Certified.

A S H I M I S SIO N STATEM EN T To set and promote standards for property inspections and to provide the educational programs needed to achieve excellence in the profession and to meet the needs of our members.

OFFICERS Scott Patterson, President Spring Hill, TN, 615-302-1113 scott@traceinspections.com

Bruce Barker, Treasurer Cary, NC, 919-322-4491 bruce@dreamhomeconsultants.com

James J Funkhouser, Vice President Manassas Park, VA , 703-791-2360 jfunkhousr@aol.com

John Wessling , Secretary St. Louis, MO , 314-520-1103 john@wesslinginspections.com

Mike Wagner, President-Elect Westfield, IN, 317-867-7688 mwagner@ralis.com

Tim Buell, Immediate Past-President Marysville, OH, 614-746-7485 tim.buell@gmail.com

Bronson Anderson 2018-2020 Waynesboro, VA, 540-932-7557 2inspect4u@gmail.com

Rob Cornish 2019-2021 Ottawa, ON, 318-376-0482 mike.qedservice@gmail.com

Eric Barker 2018-2020 Lake Barrington, IL, 847-408-7238 ebarker@morainewoods.com

Reuben Saltzman 2017-2019 Maple Grove, MN, 952-915-6466 reuben@structuretech1.com

Bob Sisson 2018-2020 Shannon Cory 2018-2020 Boyds MD, 301-208-8289 Fayetteville, GA, 770-461-3408 shannon@rainbowhomeinspections.com Office@inspectionsbybob.com R. Sean Troxell 2019-2021 Riverdale, MD, 301-588-1318 RSeanTroxell@gmail.com

Steve Cross 2019-2021 Ortonville, MI, 248-342-4205 crossinspectionservices@gmail.com

Bryck Guibor 2017-2019 Tucson, AZ, 520-795-5300 bryck@msn.com

Nashaat Roufaiel 2019-2021 Ottawa, ON, 613-823-7706 nr1990@hotmail.com

Lisa Alajajian Giroux 2019-2021 Milford, MA, 508-634-2010 homequest1@comcast.net

Speaker, Council of Representatives Donald Lovering, 2019-2020 Wingate, NC, 704-443-0110 stonehouse1@earthlink.net

Publisher: James Thomas Editor: Carol Dikelsky Art Director: Kate Laurent Assistant Art Director: George Ilavsky American Society of Home Inspectors, Inc. 932 Lee Street, Suite 101 Des Plaines, IL 60016

847-954-3179 Reporter calls only 847-299-2505 (fax) Reporter only Email: jamest@ashi.org Advertising: Dave Kogan Phone: 847-954-3187, Email: davek@ashi.org

ASHI REPORTER – ISSN 1076-1942 – the official publication of the American Society of Home Inspectors, Inc. (ASHI), 932 Lee St., Suite 101, Des Plaines IL 60016, is published monthly. Annual subscriptions: $44.95 to non-members. Periodical postage paid at Des Plaines, IL 60016 and additional mailing offices. POSTMASTER: Send address changes to ASHI Reporter, 932 Lee Street, Suite 101, Des Plaines, IL 60016-6546.

Copyright© 2018, ASHI. None of the content of this publication may be reproduced, in any manner, without the prior written consent of the publisher. Inclusion of or specific mention of any proprietary product within does not imply endorsement of, nor does exclusion of any proprietary product imply non-endorsement, by the American Society of Home Inspectors, Inc. Opinions or statements of authors and advertisers are solely their own, and do not necessarily represent the opinions or positions of ASHI, its agents or editors. See above for information pertaining to submission of articles, advertising and related materials.

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ASHI Reporter • FEBRUARY 2019

Main Phone: 847-759-2820, 8:30 am - 5:00 pm Mon. - Fri., CST EXECUTIVE DIRECTOR James Thomas, Executive Director, 847-954-3182, jamest@ashi.org Bonnie Bruno-Castaneda, Executive Assistant, Human Resources & Project Coordinator, 847-954-3177, bonnieb@ashi.org EDUCATION, CE APPROVAL, ASHI ONLINE LEARNING CENTER, INSPECTIONWORLD, CHAPTER RELATIONS Michele George, Director of Education, Events and Chapter Relations, 847-954-3188, micheleg@ashi.org MEMBERSHIP & PRODUCT ORDERS Jen Gallegos, Manager of Membership Services & U.S. DOE Home Energy Score Assessor Coordinator, 847-954-3185, jeng@ashi.org Janet George, Membership Services Project Coordinator 847-954-3180, janetg@ashi.org George Herrera, Membership Services Coordinator 847-954-3196, georgeh@ashi.org

DIRECTORS

Michael Burroughs 2019-2021 Monroe, LA, 318-376-0482 mike.qedservice@gmail.com

ASHI STAFF

Michael Krauszowski, Membership Services Administrator 847-954-3175, Michaelk@ashi.org Gaby Nava, Membership Services Administrator 847-954-3176, Gabyn@ashi.org ACCOUNTING Toni Fanizza, Accounting, Purchasing & Human Resources Manager 847-954-3190, tonif@ashi.org Beverly Canham, Financial Assistant, 847-954-3184 beverlyc@ashi.org WEBSITE, INFORMATION SYSTEMS, DATABASE Mike Rostescu, Assistant Executive Director & Director of IT 847-954-3189, miker@ashi.org COMMUNICATIONS Dave Kogan, Director of Marketing & Business Development Advertising, IW Expo Hall, Public Relations 847-954-3187, davek@ashi.org Kate Laurent, Design & Digital Strategy Manager, “ASHI Reporter” Art Director, 847-954-3179, katel@ashi.org Chris Karczewski, Social Media & Digital Strategist 847-954-3183 chrisk@ashi.org George Ilavsky, Graphic Designer & Free Logos, “ASHI Reporter” Assistant Art Director, georgei@ashi.org THE ASHI SCHOOL Michelle Santiago, Education Manager, 847-954-3198 Michelle@theashischool.com Janna Grosso, Education Coordinator, 847-954-3181 jgrosso@theashischool.com Rhonda Robinett, Marketing and Communications Specialist 847-954-3194 Rhonda@theashischool.com

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FEBRUARY 2019 • www.ASHIReporter.org

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Managing Risk

Managing Risk

Claim 6: Structurtal Damage

By InspectorPro Insurance

I

n a recent claim, claimants alleged that a home inspector failed to detect structural deficiencies in the property. The claimants alleged that the inspector failed to identify that the wrong sized boards were used for the span of the ceiling, the boards were spanned incorrectly and that the boards were incorrectly seated on the supporting structures. Although these issues were code compliance allegations that were outside of the home inspector’s scope, the claimants argued that the inspector should have noticed the two-inch dip in the ceiling.

After all, the claimants’ contractors had noticed the dip right away.

Note: The Managing Risk column reviews the most common allegations in the industry and provides tips to make inspectors better equipped to prevent claims.

In the report, the home inspector had included pictures of the attic.

In those photographs, it was clear that insulation blocked any view of the ceiling below the attic—the same ceiling with the two-inch dip.

This photographic evidence contributed to our denial of liability on behalf of the inspector.

The following are some, but not all, of the common signs of a weak or damaged structure:

Structural damage claims are the sixth most common allegation against home inspectors. They address all structural issues other than the foundation. (Foundation allegations are third most common. Read our article on foundation issues here: https://www. inspectorproinsurance.com/risk_management/foundation-damage-claim-3/?utm_source=ASHI%20Reporter&utm_medium=Referral&utm_campaign=Claim%206.) Often, structural damage claims involve problems with floor joists, ceiling joists and other supporting columns.

In cases in which structural deficiencies are apparent, home inspectors can still miss such deficiencies because the areas from which the damage is visually identifiable—such as the attic or the crawlspace—are inaccessible. Lack of access to attics and crawlspaces due to impassible rafters, blown-in insulation, insufficient clearance, a vapor barrier or other issues make it difficult for home inspectors to identify structural deficiencies while maintaining their safety and the ASHI Standard of Practice (SoP) (http://www.homeinspector.org/ Standards-of-Practice).

WHY IS STRUCTURAL DAMAGE SO COMMON?

Finish surfaces such as drywall often hide the existence of structural deficiencies within wall systems. Furthermore, owners typically patch holes, fix loose tape seams, hammer in nail pops and add a fresh coat of paint to prepare their properties for sale. Such preparations can temporarily mask any evidence of structural deficiencies that the finish surfaces exhibit.

• bent, drooping, cracked or broken roof framing members • improperly installed or repaired framing members • sagging, “bouncy” or uneven floors • uneven or bowing walls

WHAT CAN INSPECTORS DO?

As with all claims prevention, it’s important to have a thorough pre-inspection agreement (https://www.inspectorproinsurance. com/risk_management/why-pre-inspection-agreement/?utm_ source=ASHI%20Reporter&utm_medium=Referral&utm_campaign=Claim%206) and inspection report (with pictures!). However, to avoid structural deficiency claims specifically, we recommend the following risk management tactics:

Understand basic framing methods: Although many construction principles have changed dramatically over the last several decades, basic structural framing techniques have not. Thus, understanding basic framing methods can help you evaluate the integrity and quality of the supporting columns.

In addition, understanding framing methodology can assist in determining the property’s load path or the direction of the property’s weight transitions. Typically, load path travels from the highest point of the structure through connected members to ultimately rest on the foundation. Knowing the load path can give you a clue as to where you can focus your search for structural issues.

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ASHI Reporter • FEBRUARY 2019

Managing Risk

STRUCTURAL DAMAGE CLAIMS ARE THE SIXTH MOST COMMON ALLEGATION AGAINST HOME INSPECTORS. THEY ADDRESS ALL STRUCTURAL ISSUES OTHER THAN THE FOUNDATION.

Call out inaccessible crawlspaces and attics: To catch structural issues early, it’s essential to observe all accessible stem walls and components and the home’s exterior. Ask yourself what elements of the supporting joists are visually identifiable and be sure to inspect those areas carefully.

In his article “Structural Considerations of Floor Framing and Load Distribution” in the August 2003 issue of the ASHI Reporter (http:// www.ashireporter.org/HomeInspection/Articles/Structural-Considerations-of-Floor-Framing-and-Load-Distribution/570), home inspector JD Grenwell described how he traces loads from the roof to the ground.

To understand the load in relation to roofs and walls, step back and ask; “What holds this up and where does all the weight (load) end up?” Sometimes, it takes several trips from floor to floor to determine the answer and, in recent years, I have discovered far too often necessary supports have been forgotten or omitted.

When inspecting framing members, Grenwell recommends starting with the roof and looking for load transfer points, and working your way down through the house.

For additional information regarding basic framing, see the framing section of The Journal of Light Construction (https://www.jlconline. com/how-to/framing/).

Report potential concealment: Although not required by the ASHI SoP, our claims professionals recommend reporting when a property has a fresh coat of paint. Furthermore, they recommend explaining how fresh paint can have a bearing on your findings. See an example below:

It is not uncommon for the seller of a property to prepare the house for sale, which may include patching and painting finished surfaces.

Such preparation has the potential to conceal latent conditions in the property that the home inspector will not be able to identify.

Be sure not to discuss specific patching or painting by location. For example, if you state that there’s evidence of patching in one area, your client may expect that you’ll identify patching in all areas. Avoid going beyond the ASHI SoP and into cosmetic defects by sticking to blanket statements such as “Property appears to be recently painted,” when applicable.

If you cannot access the entire crawlspace or attic, you must say so in your report. To mitigate risk, you must state when access was limited or restricted. In addition, we recommend documenting any obstructions for your own records. That way, you can prove inaccessibility to stifle negligence allegations that could surface later.

In addition, our claims team discourages including accessibility percentage estimates. Putting a number on how much is and isn’t accessible can increase liability. For instance, you report that 60 percent of the attic was restricted. A claimant could assert that the deficiency is within the accessible 40 percent. By leaving estimates out, you only have to argue whether the issue was visually identifiable—not whether it could have been located within the estimate provided.

Lastly, depending on how much you cannot inspect, consider recommending further evaluation by a foundation contractor.

Protect yourself from claims: After establishing that the home has structural deficiencies, it’s important to communicate your findings to the client clearly and confidently. Do not soften your home inspection findings in an attempt to please or appease your clients or real estate agents. Be sure to explain your inspection findings with power and authority and in terms the client can understand. In addition, we recommend emphasizing the limitations of an inspection to help your client understand your role in the real estate transaction.

Even if you do everything right, you can still get a structural damage claim. That’s why it’s essential to carry errors and omissions insurance (E&O) for defense and payout help. Contact your InspectorPro broker or submit an application (https://www.inspectorproinsurance. com/application/?utm_source=ASHI%20Reporter&utm_medium=Referral&utm_campaign=Claim%206) with us to receive a quote at no obligation.

UP NEXT MONTH: PEST CLAIMS InspectorPro Insurance is ASHI’s one and only Premier Insurance Partnership. Through risk management education, pre-claims assistance and straightforward coverage, InspectorPro gives you peace of mind and unparalleled protection. Learn more and apply for a quote at www. inspectorproinsurance.com.

FEBRUARY 2019 • www.ASHIReporter.org

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HOME ENERGY SCORE UPDATE

ENERGY INFORMATION TAKES THE INDUSTRY BY STORM

By ASHI Staff

A ONCE-GEEKY NICHE IS BECOMING MAINSTREAM FOR HOME INSPECTORS The ancient Chinese curse

MAY YOU LIVE IN INTERESTING TIMES, is playing out in many aspects of our world at the moment and, in this sense, the energy economy is particularly

INTERESTING. The taken-for-granted basis of every aspect of our lives—the system of electricity and gas delivered to buildings by the nation’s utilities— has remained unchanged for nearly 100 years, and yet, most analysts today say that this model will be radically transformed within the next decade. Electric vehicles have become the best-selling and most desirable vehicles in the land almost overnight. Solar panels have dropped in price 80 percent during the last 10 years, and they are popping up on rooftops faster than you can say, “The future has arrived!”

All told, major changes in the world of energy are all around us, and the larger challenges we’re facing on this planet tell us in no uncertain terms that those changes can’t come soon enough.

And while most of us are still driving our gas-powered cars back to our energy-hogging, non-solar-panel-having homes every night, the changes we’ve just described are well known among members of the inspection industry, as homebuying clients look for the expertise and guidance of home inspectors to help navigate this new world as it relates to the most important purchase of their lives.

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ASHI Reporter • FEBRUARY 2019

THE PLANETS HAVE ALIGNED FOR FULL–SERVICE INSPECTORS Conscientious inspectors have long understood the value of providing information related to the expected comfort level and energy efficiency of a home to prospective homebuyers, especially when it’s clear that a buyer is looking at a house that’s going to be less livable or more expensive to occupy than it looks. The problem has never been an inspector’s willingness to deliver needed guidance in this way, but rather, it has been in the lack of a viable means of doing so; energy-related information has always been the province of either tooled-up, high-priced energy auditors or relegated to a well-intentioned (if liability-inviting) note on an inspection report, suggesting that the home “could probably use more insulation.”

That frustrating reality has kept inspectors out of the energy-expertise game throughout the industry’s history, but today we see unmistakable signs all around us that the game has changed. This is primarily due to the current version of the Home Energy Score (HES) tool from the US Department of Energy (DOE), a program that has benefited more than 100,000 homeowners in recent years, but has never really been a perfect fit for the home inspection industry…until now.

In the last year, affordable training and compliance methods created specifically for home inspectors have finally come online. The Score itself has been simplified to a point where any inspector in the country can easily offer actionable information to homebuyers without having to put their reputation on the line (that’s the DOE’s job) behind well-intentioned, but unsubstantiated, energy advice, and without having to devote weeks of time in a classroom and thousands of dollars on training and equipment costs toward delivering the kind of full-blown energy audits that have never been a good match for an inspector’s primary role.

Word has been getting out across the industry that delivering energy-usage and comfort-related information is now a viable customer-pleasing and bottom-line–enhancing service, and what began a year or two ago as a faint trickle of interest from ambitious, trail-blazing inspectors has now become a steady stream of whole-hearted participation from inspectors representing every business type in the industry.

Home Energy Score Update

THE USUAL SUSPECTS

THE LIFEBLOOD OF THE INDUSTRY

One might reasonably expect that any industry push behind an initiative like this one is driven primarily by the young, the modestly scaled, the innovation-embracing and, yes, the tree-hugging among us. And while that’s decidedly not the case any longer, there are some great examples of this energetic up-and-coming contingent within the new Home Energy Score wave of Certified Assessors™.

Whatever buzz a new offering can arouse among the early adopters, any practice that doesn’t produce results for veteran single operators delivering tried-and-true services isn’t going to go very far in this industry. Ease of entry, minimal operational impact and positive marketability are the key factors for these no-nonsense operations, so it’s especially telling when the Home Energy Score proves itself a winner for this dominant category of inspector—a group exemplified by John Rodkey at JMR Inspections.

One of them is Rose Buckley. If you spend any time on inspector-focused social media, you probably feel like you already know Rose even if you’ve never met her in person. An established US Inspect team member in the Washington, D.C., area, Rose has unforgettable energy, technical knowledge and talent for social media, a fact attested to by her many followers and her lively, engaging comment sections.

Christened the first-ever HES “Assessor Ambassador” by ASHI Partner ID Energy, Rose sees her prominent use of the Score (she includes one with every inspection) as an extension of her broader mission, both as an inspector and as an “influencer” on social media.

“Definitely being a HES Certified Assessor™ is a way to honor our industry’s environmental responsibility and also just our goal of providing good service in alerting buyers to issues that will affect how comfortable they will be in their homes,” she told us recently. “But for me, it’s also about building community with other inspectors, and really empowering buyers and homeowners to be more confident in what they know and in what they’re able to do for their homes.”

And if the HES is a great fit for that lofty objective, it’s also a savvy way for Rose to build business with her agent network. “They’ve heard everything already, so it’s hard to get in,” she told us, “… but even though they know that energy performance is important, nobody’s showing them a way to talk about it and so they’re definitely taking my calls when I explain that I can.”

Rose Buckley, a plugged-in influencer on energy scores

John is something of a rock star with the DOE. If you were at ASHI’s InspectionWorld® in San Diego last month, you might have seen him accept an award from the Home Energy Score or watched him bypass the “pay here” registration desk because ASHI covered his registration costs in recognition of his vaunted HES status. John has been quietly including the Score on every inspection he’s done for more than a year, totaling over 300 during 2018. John checks all the boxes for what it takes to be a top-tier single operator and we spoke to a couple key members of his network to understand how energy scores fit into the equation.

Not surprisingly, John has a loyal group of real estate agents in his referral group who provide the lion’s share of his leads. And although many inspectors with similarly hard-won networks are careful not to rock the boat by introducing any new service that could scare off agents who might view the Score as a possible impediment to a quick sale, John happily offered up several agents with whom we could speak about their experience with it.

Holly Young with Delap Realty has performed almost 100 inspections with John over the years and a dozen of the most recent ones included the Home Energy Score. “I think it’s great!” the high-performing agent told us about the HES when we caught up with her. “It’s tailored to that individual home, helps my buyers save money and it’s really easy to understand during a period when people are making a hundred other decisions.” In keeping with the results of a recent study that showed 81 percent of today’s homebuyers would buy a more energyefficient home over a less efficient one, Holly makes no bones about her willingness to stand behind inspectors who offer the service. She told us, “I can definitely can see the Score being a factor in how I refer inspectors in the future.”

FEBRUARY 2019 • www.ASHIReporter.org

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Home Energy Score Update

TURNING THE BIG SHIPS AROUND It makes sense that after gung-ho early adopters and bedrock single operators, the larger multi-inspector and franchise firms would be the last dominoes in the energy information equation to fall, but falling they are. ID Energy and the Home Energy Score team from the DOE just completed a training session last month for more than 100 inspectors at the WIN Home Inspection national conference, which means that the HES is now being offered through the WIN network in almost all major markets across the country.

Holly Young and John Rodkey put the Score to work to make happy, energy-informed homebuyers.

Another member of Rodkey’s success team is Mr. Needs-No-Introduction Mike Crow, whose Mastermind Inspection Community just awarded John its “BETTER YEAR BEST” award and further recognized him for being one of only six single operators in the country to earn “IRON MAN” status for exceeding the $300K gross revenue barrier. Mike reminded us that one of the primary reasons that businessmen like John can achieve these levels of success within his system is because they’ve adopted viable “unique sales points” to differentiate their businesses and win clients.

We train our members to stay focused on being that one-stop shop, Mike told us when asked about how the Home Energy Score fits into his proven system. “I love how John has put the Score to use that way, especially because he’s doing it without any subsidies or mandates. He’s proven that it’s a viable service anywhere in the country.”

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ASHI Reporter • FEBRUARY 2019

The DOE tells us that they’re hearing of interest from several of the major firms in this category, which likely reflects a recognition on these firms’ part of both a changing homebuyer market and the flood of jurisdictions around the country that are building the Home Energy Score into various types of legislation. An example of an established multi-inspector firm taking advantage of the latter scenario is Denver-based Call2Inspect.

David Roos and Call2Inspect are shining a light on energy bills and home comfort.

Home Energy Score Update

President David Roos’ team of four inspectors has served that fast-growing market for 14 years, and boasts the #1 ranking in the area on Yelp.

When David learned that the City of Denver was launching a pilot project to show the value of energy information delivered to homebuyers as part of an inspection, he jumped at the opportunity.

We’ve always wanted to be able to deliver this kind of information, explained David, whose team had actually trained for the HES three years ago, while the program was still having growing pains.

It’s the kind of valuable but outside-the-Standard-ofPractice guidance that has never been encapsulated and presented in a credible way, and it’s the DOE rather than my business that backs up the quality of the information.

David’s excitement about the Denver pilot, which will conduct 1,000 inspection-based Home Energy Scores throughout 2019, stems in part from a marketer’s awareness of the value of co-branding with trusted parties like the U.S. DOE, and of how energy expertise translates for prospective customers into an impression of overall competency and professionalism for his company. But there’s something else at work for David’s vision of how the Score will serve his business. He says, “You just know that a lot of these places aren’t going to make people happy—it’s going to cost them a fortune to heat, it’s not going to be comfortable…We’re not serving our clients if we leave them in the dark that way.”

And that sentiment is consistent with many of the success stories that we’ve heard from inspectors who have adopted the Home Energy Score as a key part of their businesses in the last year—that, sure, it’s necessary to stay in front of industry trends and to respond quickly to shifting market realities in real estate to ensure that our businesses prosper, but also that it’s important to remember that most of us got into this industry to play an essential role for real people going through a world-changing experience, and there are proven tools out there to help us fulfill that role better.

And in light of all the literal “world changing” that we live through every day, these same tools might be just the thing to allow our industry to do its part to see that those changes are to everyone’s benefit, both now and in what will surely be fine, “interesting” years ahead.

GET STARTED NOW!

Jen Gallegos (jeng@ashi.org) at ASHI HQ is always on hand to answer questions and to give encouragement to inspectors looking to get started using the Score. Or you can head right to ID Energy and get signed up at energyscoreusa.com/sign_up.php.

FEBRUARY 2019 • www.ASHIReporter.org

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SMART INSPECTOR SCIENCE

WHEN LEAKS OCCUR IN “PERFECT” CHIMNEY FLASHINGS

R

oofs never leak—only roof penetrations and flashings leak, right?

We check masonry chimneys and their flashings as part of an overall inspection, but flashings can be tricky.

“PERFECT” MASONRY CHIMNEYS AND FLASHINGS CAN LEAK. I inspected this great-looking newer chimney on a windy, rainy day.

The chimney cap looked great; it hung over the brick chimney with a drip edge. There was a saddle behind the chimney at the upper roof.

The clay tiles were capped with a stainless steel rain cap. The masonry was newer and the mortar joints were tight. The chimney was wet on one side from the wind and rain.

Wet masonry chimney flashing.

The flashing on the lower roof was typical. Where the chimney penetrated the lower roof, counterflashing was visible, but step flashing was not. Counterflashing was set against the masonry and caulked to the brick and mortar—although not ideal, this is typical in my area.

Counterflashing should be cut into the masonry (Illustration R081) to keep water from flowing through the porous surfaces.

Without the cut or “reglet” into the masonry joint or masonry, water can move behind the flashing through the porous masonry. This can cause a leak below.

Wet masonry chimney.

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ASHI Reporter • FEBRUARY 2019

Tom Feiza has been a professional home inspector since 1992 and has a degree in engineering. Through HowToOperateYourHome.com, he provides high-quality marketing materials that help professional home inspectors educate their customers. Copyright © 2019 by Tom Feiza, Mr. Fix-It, Inc. Reproduced with permission.

By Tom Feiza, Mr. Fix-It, Inc. HowToOperateYourHome.com

WHOOPS! THIS GREAT-LOOKING FLASHING LEAKS… Significant, active leaks appeared in the unheated sunroom below the chimney. Water ran down the masonry surface. I never would have seen this during my inspection if the weather had not been rainy and windy.

WHAT SHOULD YOU INSPECT?

Masonry chimney interior leak.

Always look below the chimney exterior surface and around the wood framing near the chimney.

In an older home, you’ll often notice stains. You should note these as indications of a potential issue. In many cases, a small leak around a chimney just evaporates, leaving no real damage.

If counterflashing is not cut into the masonry (reglet), I include a standard note in my inspection report that this detail of poor construction will require maintenance and will be prone to leaks. The sealant or caulk will need routine maintenance and the joint may leak.

Always check ceilings and other interior finishes adjacent to the chimney. Water stains, or patching and fresh paint that might be hiding stains, should be noted for further evaluation. And obviously, extensive stains, ceiling damage, buckets and plastic sheeting around a chimney are red flags of a serious issue that needs further evaluation.

Tom Feiza presents technical, educational sessions for home inspectors. To invite him to share his knowledge at your chapter’s next educational event, contact him at Tom@HTOYH.com.

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FEBRUARY 2019 • www.ASHIReporter.org

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Flat Roof to Wall Flashings

A ROOFING TUTORIAL FOR HOME INSPECTORS

INSPECTING FLAT ROOF TO WALL FLASHINGS

By John Cranor

R

ecently, I received my 20-year anniversary pin as an ASHI Inspector. This career milestone caused me to reminisce to 1998 when I first had the misconception that I was a “House Whisperer.” Boy, I had no clue how much I would learn in the daily life of inspecting homes and writing reports. In this business, it’s not how much you know, it’s what you don’t know that can bite you!

The fact that someone knows how to build, install, service and repair does not automatically make that person a good inspector. I learned early on that there is a big “know-how” difference between being a contractor and a home inspector. I continue to see this play out, as I’ve seen licensed, experienced contractors make fools of themselves in court because, although they may have had the know-how, inspecting was out of their comfort zone.

I suspect that water penetration problems are a leading cause of callbacks for home inspectors. As home inspectors, we strive to be familiar with a number of variations of roof to wall flashing details and just as many errors and defects—more than I can begin to cover. For this article, I will focus on flat roof to wall flashings, which are commonly found in single-family homes.

THE BASICS

Wall flashing is used to waterproof the field of the flat roof anywhere it is interrupted by a vertical surface, such as a wall or curb.

Home inspectors should keep in mind that flashing components are the weak links in the roof system chain. Roof to wall flashing is the stress point in the roof system, the point at which different materials make contact with each other and transition from a waterproof system on a flat roof to a wall, which is, in many cases, a water-resistant or water-shedding system.

Both my father and grandfather were roofing contractors, so I was introduced to the roofing business at an early age, more than 40 years ago. I learned that flashing required more experience and craftsman14

ASHI Reporter • FEBRUARY 2019

ship than installing the field parts of the roof. I still remember my stern father and grandfather giving me constructive instructions that flashing details must be able to move with the building stresses, hold up to the forces of nature and remain watertight.

Flashing details on a flat roof consist of three basic components: the base flashing, the counter flashing and the coping (or cap) flashing.

The base flashing is most commonly an extension of the membrane used on the field of the roof. The idea is that the base flashing extends the waterproof membrane vertically up the wall farther than water is likely to reach during a heavy rain under poor drainage conditions.

Counter flashing covers the face of the base flashing and, more importantly, diverts the excess water over the top edge of the base flashing down to the roof. Coping (or cap) flashings are horizontal coverings for the parapet wall.

Inspectors see many roofing materials in the field. I will focus on the three most common roofing membranes in single-family homes that I have inspected during the last 20 years: • ethylene propylene diene monomer (EPDM)—usually black and feels like a tire inner tube

• thermoplastic polyolefin (TPO)—usually white and feels like a swimming pool liner • modified bitumen—a modified asphalt that can be smooth and black or have a granule coating that is usually white

COMPATIBILITY OF MATERIALS

It is important to remember that roof materials must be compatible with each other and with the substrate to which the materials have been applied. Membrane roofs may have some similarities, but they are not interchangeable. For example, EPDM should not be used to flash in TPO, nor should one material be used to repair the other, and modified bitumen is not compatible with either EPDM or TPO.

Flat Roof to Wall Flashings

EPDM is known to degrade when it is in direct contact with any bituminous (or asphalt) material, including plastic roof cement. When bitumen is in contact with EPDM, the EPDM undergoes an adverse reaction that causes it to become brittle and deteriorate. Supposedly, bitumen does not degrade TPO, but there can be bonding issues between the two materials.

INSPECTING THE SUBSTRATE

Home inspectors should first examine the wall projecting above the roof plane, whether it’s the wall of the house, a parapet wall or a roof curb.

The vertical surface should be suitable for flashing—that is, smooth, no gaps or cracks, and no missing mortar or loose bricks. Rough or irregular surfaces such as hard coat stucco are problematic. Home inspectors should think of the vertical wall as part of the roof system (although technically, it is not), and remember that any deteriorated or unsuitable vertical wall surfaces where roofing materials adjoin can compromise the waterproof roof system.

Often, on homes with hard-coat stucco or brick, the membrane flashing is just turned up on the wall, anchored and sealed, but inspectors should know that minimum detail is not technically acceptable, and should report this condition as being prone to leaking or requiring close monitoring and maintenance. Rough surfaces such as stucco, stones, textured masonry or any uneven surface is not a suitable substrate to receive flashing. Such surfaces should be prepared to provide an acceptable substrate by attaching minimum 1/2-inch plywood (some manufacturers specify 5/8-inch plywood) before adhering flashing.

Under no circumstance is it a good idea to turn membrane flashing over cladding-type siding. This is never acceptable and should always be reported.

SECURED WALL FLASHING

Membrane roofs, including modified bitumen, EPDM and TPO, all require that the membrane flashing is adequately secured. The membrane flashing must be soundly adhered to the vertical wall and to the field roof surface without wrinkles or bridges. Minimal bridges at the intersection of the roof and walls, and parapets and curbs in EPDM and TPO, are acceptable because it’s difficult to make a 90-degree turn without some bridging. Small wrinkles are acceptable if there are no gaps or voids in the seam or lap. However, 90-degree turns are prohibited in modified bitumen, so cant strips must be installed at the intersection of the roof and all walls, parapets or curbs approaching 90 degrees that are to be flashed. Some manufacturers specify the dimensions of cant strips; 4 inches horizontal and 4 inches vertical is common (some manufacturers may specify 3 inches x 3 inches, however).

Because inspectors rarely know the manufacturer’s specifications, it is important to make sure that all corners on a modified bitumen roof have 45-degree turns and no 90-degree turns (even though 90-degree turns are acceptable on EPDM and TPO roofs). The seam at which the vertical membrane flashing meets the roof plane must lap over the field membrane a minimum of 1.5 inches on TPO, 3 inches on EPDM and 4 inches out from the cant strip on modified bitumen. The vertical seams in the membrane flashing should lap over the adjacent field membrane a minimum of 3 inches, but on granule-surfaced modified bitumen, the vertical lap must be 6 inches.

TPO and EPDM both are adhered to the substrate surfaces using a yellow bonding adhesive. This yellow color is important to remember because bonding adhesive should not be used on seams or laps. The seams or laps on an EPDM roof are adhered together with black seam adhesive or with seam tape, so if you can see yellow adhesive where the membranes adjoin, there has been an error that probably will leak.

FEBRUARY 2019 • www.ASHIReporter.org

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Flat Roof to Wall Flashings

In general, you should not be able to see the adhesive because the membrane edges on the seams or laps also should be sealed with a black edge caulk. TPO seams or laps are heat-welded together, but no additional edge caulk is required if the edges have been factory-cut.

However, if it was field-cut and the polyester reinforcement is exposed, then it should be caulked. The lap-edge caulks are proprietary, compatible materials (not random caulk that could be picked up at a local building supply store) that blend in well with EPDM or TPO. So, if you see white latex caulk on black EPDM, silicone caulk or roofing cement used with either of these roofing materials, you should report that error. Modified bitumen seams or laps are most commonly melted together with a torch, but I routinely see that self-adhering (or peel-and-stick type) materials have been used. Hot asphalt is also an option for adhering modified bitumen, but I have rarely seen it used in the last 20 years.

CRITICAL FLASHING HEIGHT

The membrane flashing on a wall should extend up the wall a minimum of 8 inches regardless of the material used. The 8 inches is measured from the top of the cant strip on modified bitumen. Curbs on a flat roof should be a minimum of 8 inches tall, the membrane should completely wrap the curb. On parapet walls, curbs on a roof-access hatch or curbs for skylights, the membrane should wrap up onto the top before the coping, roof-access hatch or skylight is installed.

The top edge of the vertical membrane flashing also must be secured.

This is accomplished with capped fasteners, anchors, anchors or termination bars. The proper spacing of the fasteners range depends on the specific membrane and the height of the membrane, ranging from every 4 inches to 12 inches. Termination bars are aluminum (1 inch wide) and come in 10-foot lengths. They are designed to hold membrane tight against the wall. Termination bars should have fasteners every 6 inches.

Again, because home inspectors normally don’t know the manufacturer’s specifications, I recommend looking for fasteners along the top of the membrane and reporting if it does not appear to be adequately secured.

The top of the membrane should be sealed with compatible caulk and then a counter flashing should be lapped over it. Counterflashing should extend a minimum of 4 inches below the top edge of the membrane base flashing. Inspectors should verify the 4 inches—it is commonly not what you will find—and state concerns in your report, as appropriate.

COUNTER FLASHING AND CLAD-TYPE SIDING

Counter flashings are usually metal, but they can be the wall cladding on the home. Clad-type siding (for example, vinyl, wood, aluminum, fiber cement) should always serve as counter flashing by lapping over the roof membrane flashing that is anchored and sealed to the substrate under the clad-type siding.

Home inspectors should know that clad-type sidings are not waterproof; they are more like a rainscreen that sheds the bulk water. To achieve design performance, clad-type siding must have a water-resistant barrier behind it, such as 15-pound asphalt felt or some other approved water-resistive barrier like house wrap. The water-resistant barrier and clad-type siding should come down over the top of the membrane flashing and its fasteners.

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ASHI Reporter • FEBRUARY 2019

In most cases, it is nearly impossible to inspect the water-resistant barrier because it is likely to be concealed behind the clad-type siding.

Home inspectors should keep in mind that there should be a drainage plane buried behind the clad-type siding that should divert any water down and out onto the roof. If not, there is potential for a leak. The clad-type siding also should have appropriate clearance above the roof surface, according to the siding manufacturer’s specifications, and although fiber cement siding manufacturers generally show a 2-inch clearance in their specifications, I personally would rather see a minimum clearance of 4 inches if the roof flashing membrane is the minimum 8 inches tall.

MASONRY WALL COUNTER FLASHING

On masonry walls, counter flashing must be designed to prevent moisture infiltration. All metal flashing should be a corrosion-resistant stiff gauge—technically, not less than 0.0019 inch or 26 gauge (some manufacturers specify a heavier 24 gauge). If you can easily bend it with your fingers, it’s probably too thin. Ideally, through-wall flashing should be used on parapet walls, but I rarely see this in my inspections.

The next most desirable detail is that the masonry wall should have a horizontal slot cut into the masonry (called a reglet) into which the metal counter flashing is inserted. This slot is usually approximately ¾ inch deep. If it is any shallower, the metal flashing usually pops out on the first hot day, due to expansion. Keep in mind that if the reglet slot is cut too deep, it opens a potential pathway for water penetration.

The least desirable situation (but something I see all the time) is the metal counter flashing fastened directly to the face of the masonry.

This rarely works in the long term, because the sun heats the metal, causing it to expand, and the caulking splits, opening a water infiltration point. Inspectors must closely evaluate the caulking seals and report them as appropriate. It would be prudent to recommend an annual inspection and maintenance.

PROBLEMATIC PARAPET WALLS

Parapet walls are short walls that have three sides exposed to the weather. Home inspectors should know that flashing along a parapet wall is a problematic area that demands close evaluation. Failures in the flashing, resulting in leaks, are common due to differential movement between the roof deck and the wall.

Parapet walls must be properly coped. Coping is basically a cap on top of the wall. The coping (or cap) must be made of non-combustible, weatherproof materials. Common coping materials are sheet metal, concrete or terra cotta tiles on older buildings. The best practice is for membrane flashing to be installed under the coping because the joints in coping always end up leaking, but I rarely see that. Ideally, the coping should slant in toward the roof so stains don’t occur on the outer walls. Also, metal coping ideally should have a hemmed drip edge. Coping material must be secure, joints must overlap a minimum of 3 inches and they must be sealed watertight.

Inspectors should think of the coping as a roof for the wall, closely inspecting joints for weather-tightness or for any spots that could allow water penetration, and making sure it will withstand the force of wind. Metal coping is subject to a lot of thermal movement and it is very common to see that the joints are no longer watertight. I rarely find this on historic, attached row-type homes; instead, I commonly see old, porous bricks, and I often find that these bricks are in poor condition, which can easily compromise the waterproof roofing system.

All parapet walls should have a waterproof coping detail that prevents moisture from penetrating the wall and into the roof system. Whether you should recommend this for an old, historic home that never had the coping is a business decision, but I would recommend the improvement.

Flat Roof to Wall Flashings

MORE ISSUES TO CONSIDER

Home inspectors should remember the many factors that could affect the performance of the flashing system such as poor design, cracking, splitting, open gaps or deterioration. You rarely will see TPO or EPDM material itself deteriorated as it usually fails at seams, laps or flashing details, but modified bitumen material will deteriorate and usually show symptoms of advanced age (such as cracking) after 12 to 15 years.

Inspectors should report cracked or open mortar joints in a masonry wall or anything that could allow water to penetrate behind flashing.

Plastic roof cement is never a substitute for good flashing and if you see it smeared around, you can almost be sure that there has been a leak, so I would recommend reporting it. Never assume great-looking flashing is flawless, regardless of how good or bad the flashing appears.

Always closely inspect for stains on the ceiling below and report them, even if they measure to be dry with your moisture meter.

The skylight curbs on this modified bitumen roof are all too short; they should be 8 inches minimum. Also, the masonry parapet walls have no counter flashing or coping, but this situation is common on old, historic homes like this one.

Home inspectors also routinely encounter doors or windows that lead out to a flat roof that lack clearance for acceptable flashing. These situations demand a close evaluation for indications of leaking. It is wise to document that, due to the lack of clearance to provide the proper 8-inch flashing height above a potential high-water level, the door or window may be more prone to leaking and that monitoring is recommended. Keep a sharp eye and report wisely!

The 3.5-inch curbs on these skylights with TPO membrane are too short for low slope roofs.

They must be a minimum of 8 inches.

A decking board painted black does not make a good counter flashing material; this was an active leak.

This parapet wall between the EPDM roof on right and the TPO roof on the left is too short and has no coping or sealing of any type. The parapet wall must be a minimum of 8 inches and must be coped with a noncombustible waterproof coping. This wall was actively leaking.

If the base flashing membrane is not adhered where it laps over the field membrane on modified bitumen (as seen in this photo), then it is a potential leak and it should be reported.

Penetrations should be at least 18 inches from curbs or walls to provide for proper flashing. This was actively leaking.

The TPO membrane in this photo is rolled up on EIFS, fastened and caulked. There are so many things wrong here (for example, rough wall not suitable, no base flashing, no counter flashing). Surprisingly, I found no stains or indications of leaking; however, it’s still a defect.

So many potential leaks…EPDM does not extend up the minimum 8 inches, there is no base flashing detail as required, no counter flashing and the rough stucco is not a suitable substrate. And consider the condition of the window. However, the membrane does have a nice termination bar and it is sealed nicely with caulk.

FEBRUARY 2019 • www.ASHIReporter.org

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Flat Roof to Wall Flashings

This TPO membrane is wrapped up on the vinyl corner trim of the house, caulked to the vinyl J-channel that does not comply with siding to roof clearance. This should be a red flag to an inspector as it just screams “unprofessional workmanship,” and when you see visibly substandard work, you can be assured that the concealed details are even worse. You can almost know that the TPO is not turned up behind the vinyl 8 inches as required.

This TPO roof has a membrane properly extended up the brick wall and out on the field of the roof.

The top edge on the membrane is fastened with a termination bar and caulked. Ideally, there should be a metal counter flashing, but this is common workmanship on old, historic homes, and in most cases, it functions. It is a good idea for the inspector to recommend annual inspection and maintenance.

Courtesy of Mule-Hide, this illustration shows base attachment and metal coping.

Courtesy of Mule-Hide, this illustration shows base attachment and metal coping.

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ASHI Reporter • FEBRUARY 2019

Flat Roof to Wall Flashings

Courtesy of Mule-Hide Products Co, Inc., this illustration shows Modified Bitumen membrane flashing detail under clad-type siding, This illustration is an example of ideal workmanship and may differ slightly with each manufacturer and situation.

Courtesy of Mule-Hide Products Co, Inc., this illustration shows TPO membrane flashing details on a parapet wall where there is coping on top. This illustration is an example of ideal workmanship and may differ slightly with each manufacturer and situation.

Courtesy of Mule-Hide Products Co, Inc., this illustration shows Modified Bitumen membrane flashing details on a high parapet wall where there is a termination bar and coping on top. This illustration is an example of ideal workmanship and may differ slightly with each manufacturer and situation.

John Cranor is the founder and owner of Cranor Inspection Services, LLC, in Midlothian, VA. He is licensed through the Commonwealth of VA as a Home Inspector with a New Residential Construction endorsement. He joined ASHI in 1998 and has been a full-time home inspector for 20 years. He has served as chair of ASHI’s Technical Committee and Standards Committee.

Under his leadership, the Technical Committee developed the high-profile Virtual Home Inspection on the ASHI website. As a third-generation roofing contractor, his experience in roofing spans more than 40 years. He offers litigation support and has testified in court in cases related to roofing, home inspection and construction. Cranor currently serves on the licensing board of the Commonwealth of VA Asbestos, Lead and Home Inspectors. He is the current president of the Central Virginia Chapter of ASHI and is pastpresident of the Virginia Association of Real Estate Inspectors. He assisted the Examination Board of Professional Home Inspectors to develop the National Home Inspector Examination. Cranor is an associate instructor for KC Hart & Company, providing training for those actively involved or pursuing a career in the home inspection industry. Visit his website at www.house-whisperer. com or call 804-873-8534.

FEBRUARY 2019 • www.ASHIReporter.org

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Marketing Focus

MARKETING FOCUS

PUT HOME INSPECTION SOFTWARE AT THE TOP OF YOUR MARKETING LIST

By ASHI Staff

Home inspection software is a key element of the home inspector’s marketing toolkit.

We asked representatives from four home inspection software firms to describe their company and their products. Here’s what they said:

SPECTORA

Kevin and Michael Wagstaff

Spectora is the modern home inspector’s choice for the fastest, most advanced, easiest-to-use home inspection software.

The platform includes: • Mobile app available for iOS and Android • Web-based desktop report writer • Powerful template editor to manage multiple templates • Online scheduler that can be embedded into your website • Automatic service fee calculations based on square footage, age of home, mileage and more • Automated agreement signing and integrated payments with report-locking options • Email and text reminders and follow-ups • Support for multiple devices and team inspections • Payroll splits for multi-inspector companies • Mileage tracking • Integrations with Zillow, MailChimp, QuickBooks, Google Calendar and many more On Spectora, you can quickly create web-based reports on-site, automate your business processes and get top-notch support. We are the top-rated home inspection software on Capterra: https://www. capterra.com/p/157144/Spectora/#reviews.

With Spectora, you’ll produce modern, web-based reports that are mobile-friendly and emphasize what’s important with a clean layout, high-def photos, embedded video, easy navigation and agent tools like our Repair Request Builder. Visual, concise and intuitive, Spectora delivers the modern experience that today’s millennial buyers and agents demand.

We’ve changed the industry by basing our report layout on what clients and agents actually want. Our reports are clean and concise, highlighting the most important aspects of the report while still having all the information and disclaimer text accessible.

Spectora reports are leading the transition away from long, hard-toread PDFs filled with “CYA” text toward modern, media-rich web-

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ASHI Reporter • FEBRUARY 2019

based reports that both reduce liability and increase your brand perception as a modern, tech-forward inspector. Clear communication is essential in this business, and your report should be no exception.

The biggest feedback we get from inspectors is that they are getting their nights back after switching to Spectora, often saving an hour or more per inspection. We also hear that our inspectors get more agent referrals due to the modern, easy-to-understand report format.

Our inspectors also rave about the professional, helpful, and supportive community we’ve built on our Facebook page and at conference events. We’re very proud to be working with the highest caliber of inspectors in the industry!

We’re also constantly building new features based on user input.

Here are some of our recent feature additions and product highlights: • Repair Request Builder (https://www.youtube.com/watch?v=H2b9KN_icEU): This has gotten rave reviews from real estate agents.

This saves agents time and headaches by helping them generate their repaid addendum easily. This is a marketing tool that has helped many Spectora users win over whole offices!

• Global Search: Navigate our already-fast mobile app even faster with Global Search, allowing you to quickly locate the comment you’re looking for with a couple characters or voice-to-text.

• On-site Photo Annotation: Easily add annotations and adjustments to photos on-site and be done.

Spectora can also serve as your one-stop-shop tech team, also offering websites, SEO services, ad campaign management and custom videos.

With everything in one place, you’ll spend less time coordinating, and more time growing your business and improving your bottom line.

For more information about Spectora, contact founders Mike Wagstaff (michael@spectora.com) or Kevin Wagstaff (kevin@spectora.com), or hop on the online chat at https://www.spectora.com.

Prior to founding Spectora, Kevin Wagstaff worked as an SEO Specialist on the Search Engine Optimization Team at a large tech company, where he saw how the “big boys” do SEO. He now brings that knowledge to the home inspection industry to help home inspectors get more direct business without a middleman.

Kevin has also been a real estate agent for several years. After talking to dozens of home inspectors during real estate transactions, he learned many of the pain points inspectors had with software, marketing and business growth. He also learned that a majority of real estate agents were not happy with the home inspection reports they were getting. This is what led him and his brother to create Spectora.

Marketing Focus

Before founding Spectora, Mike Wagstaff spent 12 years building web and mobile applications with his consulting company, Denver Digital Media. He has worked with businesses of all sizes, from start-ups to Fortune 100 companies.

He is an outlier in the world of tech, being both an engineer and a designer. He believes functionality and design are inseparable in good software. He built Spectora to be full of powerful features while maintaining an easeof-use and approachability that makes it your go-to home inspection software!

INSTASPECTIONS Darren Adams

InstaSpections was founded in 2015 by an inspector named Eric who was doing nearly 400 inspections a year, but he wasn’t satisfied with the software offerings that were either too complicated and required a steep learning curve, too cumbersome to use and/or couldn’t be used easily while on-site. So, he and his partner co-founded InstaSpections and created two products: NspectPro: A mobile application offered to inspectors on both iOS and Android, and coming soon as a web application.

Nspectimate: A repair estimating report that allows buyers and sellers to turn their inspection report into a negotiation tool.

Top reasons why a home inspector should choose InstaSpections software: Quick start: An inspector should be able to begin using our software within minutes of downloading it. We have more than 6,000 pre-loaded conditions. We make it easy by also being able to upload your existing conditions into our system.

We see trends toward integrations. The world is a very connected place and we believe inspection software should be no different. So, we enable our customers to be able to do more and do it well, efficiently and fast.

Our mission is to enable families to enjoy and safely live in their homes long after they have purchased it by providing home inspectors with tools that allow them to thoughtfully communicate the condition of a real property!

For more information about InstaSpections, contact Darren Adams, CEO (email darren@ instaspections.com or 949-573-7240).

Darren has strong financial skills in branddriven businesses, coupled with a foundation in entrepreneurship. Darren received his MBA in Finance and Operations from Kellogg School of Management. He has extensive corporate operations and finance experience.

He is passionate about leading organizations, building strong teams and coaching individuals to realize their potential.

ISPECX

Darren Spencer

Ispecx’s home inspection software has been in development for the past 20 years. After being deployed only for Pacific Northwest Inspections Group, the software will now be offered to other inspectors for the first time. Ispecx offers the smartest business automation tools in the industry today, making it easy to manage not only clients and real estate agents, but businesses as a whole. Anyone from multi-inspector business owners to everyday small business owners can utilize this software.

Flexibility: Because of how we architected our software, we are nimble and able to develop and deliver custom applications for individuals and firms.

The website is also the business portal, which keeps clients on the business’ site. Sending clients to other software sites for login, report access and contract management reduces site traffic, in turn, hurting overall SEO. Inspecx’s software keeps websites as the business portal, bringing all traffic flow directly back to the owner. Ispecx’s marketing and SEO support is included in all packages and is unmatched in the industry. Ispecx home inspection software is compatible with Mac or PC. Mobile home inspections can be reported through Apple, Android or Windows devices as well. With Ispecx, there is no need for paid third-party plug-ins. The inclusive services of Ispecx leave us the lowest cost business solution for multi-inspector firms in the industry.

InstaSpections’ software integrations (NxtInspekt, ISN, Nspectimate and RecallChek) allow home inspectors to be efficient and platformagnostic. We also are working on several other integrations that will help Inspectors build closer relationships with both buyers and real estate agents.

Ispecx’s reporting system has created a system that allows inspectors to design reports with zero layout restrictions. All cover pages, footers, report sections and deficiency layouts are open source, allowing for endless layout possibilities. Ispecx gives owners 100% control over report design; the software should not control the business.

We think software should be an enabler, and we work hard to make our software a tool that helps our inspectors be the best they can be and demonstrate their expertise to their clients. We think systems that don’t have cross-system compatibility (iOS, Android or Web) and syncing, or that don’t have integrations, will struggle in the future.

By using Ispecx’s home inspection software, inspectors get a complete “White Label” business solution to improve their business and ease everyday tasks. Owners can create reports without having to market Ispecx or anyone else. Competitors, clients and agents won’t know what software is being used; instead, they will stay focused on your business.

Easy to use: We designed our software with the inspector in mind. We have an intuitive design.

We give inspectors their nights back: If you want, you can finish your report on-site. Use your mobile phone or tablet. Point, click, talk or type and go.

We think inspectors are tired of using cumbersome and difficult systems. We also believe inspectors are tired of expensive solutions that over-promise and under-deliver with respect to value and experience.

Cumbersome for us means systems that do not have intuitive design and do not have functionality that helps inspectors be more efficient.

Ispecx’s inclusive new features and services cut out the cost for third-party vendors. Ispecx’s new apps include unlimited creation of newsletters, appliance recall checks, document signature contracts, True 360 image integration and more. By keeping all of these services offered in one place, the cost of Ispecx is one of the lowest in the industry.

FEBRUARY 2019 • www.ASHIReporter.org

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Marketing Focus

Third-party vendors want business’ data, and they will get it by buying it and maybe giving back something in return. Ispecx believes that the owner should have control over the business data. This data will help grow businesses to be a leading inspection company. Inspecx software gives the owners complete data management of every item relating to inspection reports, client info, agent info, venders and more. Let Ispecx show you what control of data collection can do.

Ispecx’s software should be the number one choice for home inspectors in the industry. Ispecx allows business owners to have control over their businesses…after all, it isn’t our business.

For more information about Ispecx, contact Darren Spencer (email support@ ispecx.com or 877-477-3291). Before founding Ispecx, Darren (product designer, software engineer and inspector) spent 25 years building web and mobile applications with his inspection company, Pacific Northwest Inspections Group (https://www.pnwig.com/). He has performed thousands of inspections and knows what it takes to run a home inspection business.

After years of using our software just in our business, Darren has now pushed the development to a multi-platform system and, for the first time, Ispecx is offering it to other inspectors. Darren believes functionality, no restrictions and design are inseparable in good software. We’re building Ispecx to be full of powerful features while maintaining ease-ofuse and approachability that makes it your go-to home inspection business management software.

HOME INSPECTOR PRO INSPECTION SOFTWARE Dominic Maricic

Home Inspector Pro Inspection Software is one of the leaders in the industry being used worldwide by inspectors in 22 countries and 11 different languages. The first version of the software was released 14 years ago and is now being used by thousands of inspectors, including many past ASHI presidents, current ASHI board members and the 2019-2020 ASHI President Scott Patterson. The software is used for residential inspections, commercial, mold, radon, septic, pool and many other inspection types. The ease of creating custom templates in the software has allowed users to make the software their own. We also offer inspectors a 90-day trial to allow them to fully use the software and know they love it before purchasing it.

When Home Inspector Pro started, it was the first inspection software to run natively on Windows and Mac. A mobile version that runs on iPhone, iPad and Android, and some Chromebook devices was added eight years ago. This gives home inspectors the ability to work on any device they own, whether they’re connected to the Internet or not. By having open message boards on our website and on Facebook, we’re able to get constant feedback, and have open discussions about current features and where the software should be going in the future.

We pride ourselves on having the best tech support in the industry, with double the support hours of most other companies. While inspectors may not need help often, we recognize that when they do, it’s often late at night after getting home from an inspection. Our tech support staff is spread across five states, which allows us to answer

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ASHI Reporter • FEBRUARY 2019

support questions from 9 am to midnight EST (that’s 6 am to 9 pm PST). CEO Dominic Maricic is often up answering questions until 2 or 3 am EST to make sure that inspectors are ready to roll the next morning without any interruptions to their business.

We’ve come out with many new features in our software over the last few years to help Home Inspector Pro users stay at the top of their market. Features such as embedding videos inside the PDF and HTML version of the report, pop-up glossaries to help clients understand terms, integration with the U.S. Department of Energy’s Home Energy Score program, digital stationery for branding and many more features help you stand out. We have thousands of single-inspector companies, as well as franchises with hundreds of inspectors currently using the software.

We’ve noticed during the past five years that many home inspection software programs have gone out of business or have stopped releasing any software updates. There are only a few programs on the market that continuously innovate and release new features. If you’re looking for new software, this is something to take a look at with any program you’re looking into. Only a few programs currently support advanced features such as video and team inspections (which are becoming much more popular).

We are excited to be finalizing a few huge new features. Our HIP Office system for inspectors to schedule inspections, receive payments, send scheduled emails and more is being released. We will, of course, fully support excellent schedulers like ISN and NXT, but we have had thousands of inspectors ask us to add our own as well. We also have a few top-secret features coming out soon, so stay tuned!

If you have any questions regarding Home Inspector Pro or would like to get started on a free 90-day trial, email Help@HomeInspectorPro. com, call 888-750-4777 or click on Live Help on our website to chat. All ASHI members get $150 off our software year-round.

For more information about Home Inspector Pro, contact Dominic Maricic, CEO and President of Home Inspector Pro Inspection Software and Website Hosting (email dominic@homeinspectorpro.com or 888-750-4777).

Founded in 2004, Home Inspector Pro is now used in 22 countries and in 11 languages. Dominic founded Home Inspector Pro, HON Professional and the Home Owners Network. He has also been the Webmaster for HON Professional, CREIA.org, Inspection.org, CanNACHI.org, many ASHI Chapter sites and more.

Dominic has a degree in computer science and spent 10 years teaching math, computer programming and website design at a high school in Southern California. He’s been designing websites for more than 20 years for personal use and businesses. On top of being one of the main programmers for Home Inspector Pro, he also volunteers as a head coach for a high school mountain biking team and helps tutor kids in programming for one of the top student robotics teams in the world.

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HomeInspectionExam.org FEBRUARY JANUARY 2019 • www.ASHIReporter.org

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Request for Interpretation: Ethics for Home Inspectors In this column, ASHI’s Ethics Committee addresses dilemmas faced by home inspectors.

Are These Violations of the ASHI Code of Ethics?

By Jamison Brown, ASHI Ethics Committee Chair

Jamison Brown is the owner of Home Inspections

by Jamison & Company, Poquoson, VA. Before becoming an ASHI member in 1988, Jamison was a project manager, and supervised the construction and remodeling of more than 10,000 housing units for the U.S. Department of Defense (DoD) and the U.S. Department of Housing and Urban Development (HUD).

Jamison is a former member of the Carpenters and Joiners of America and a former licensed plumber in the state of Virginia. He is a member of the International Code Council, International Association of Electrical Inspectors (IAEI) and a certified member of the American Society of Home Inspectors (ASHI). He has been a member of ASHI’s Technical and Membership Committees, and was chair of the CEPP Committee. Currently, he chairs the ASHI Code of Ethics Committee. Jamison has personally inspected more than 18,000 residential and commercial properties. Contact him at jamison.brown@gmail.com.

QUESTIONS Five Related Questions: 1. Is an ASHI Member defined as an individual or an entity, such as a home inspection company?

2. Is an ASHI member in violation of the Code of Ethics (Code) if he or she participates in a real estate firm’s inspector referral program that includes payment of fees or other arrangements detrimental to the inspector’s clients?

3. Is an ASHI member in violation of the Code if he or she (as an employee) performs an inspection under the direction of an employer that participates in a firm’s inspector referral program?

4. As an individual, is an ASHI member responsible for avoiding association with an enterprise or an employer that directly or indirectly offers allowances, such as those required to participate in a real estate firm’s inspector referral program?

5. Is an ASHI member who is employed by an enterprise that participates in a real estate firm’s inspector referral program in violation of the Code by indirectly offering allowances (by working for an employer that pays allowances) in connection with or arising from the ASHI Standard of Practice (SoP), this requested interpretation or both?

Interpretations by the ASHI Code of Ethics Committee: Question 1: The ASHI Code of Ethics Committee cannot provide an answer to Question 1 because ASHI membership is not defined or addressed in the ASHI Code or the ASHI SoP. Section 2.1 of the ASHI Bylaws and Chapter 16 of the ASHI Policy and Procedure Manual may provide guidance.

Question 2: Yes, this is a violation of the Code (https://www. homeinspector.org/Code-of-Ethics). Payments to a real estate firm or any other quid pro quo arrangements to participate in a referral program violate various Code provisions.

Question 3, 4 and 5: In general, the types of activities noted in Questions 3, 4 and 5 are frowned upon. Refer to the fifth sentence of the ASHI Code, which states that members “shall avoid association with any enterprise whose practices violate this Code, and shall strive to uphold, maintain, and improve the integrity, reputation, and practice of the home inspection profession.”

26

ASHI Reporter • FEBRUARY 2019

However, ASHI policy provides that an employee’s individual responsibility, if any, is judged on a case-by-case basis and the specific facts of a given situation.

Question: Is it a violation of the Code for an inspector to pay for advertising on a privately owned moving truck if the owner of the truck is also a real estate agent who advertises his own business, along with several other businesses (for example, a pizza shop, a sub shop, a bank, a mortgage broker), on the moving truck. The agreement to advertise would be with the owner of the truck (as an individual), not as a representative of the real estate company.

Interpretation by the ASHI Code of Ethics Committee: The Code of Ethics allows advertising; however, any advertisement, regardless of who owns or controls the advertising media, would be a violation if it is deceptive or if it involves referrals or endorsements by an entity that has conflicting interests with home inspectors’ clients, such as a real estate agent.

Also, any advertisement, regardless of who owns or controls the advertising media, would be a violation if it involves paying for an “approved” or “preferred” listing or involves any quid pro quo between the home inspector and an entity that has conflicting interests with home inspectors’ clients, such as a real estate agent. Whether or not such violations exist in this example is not clear from the wording of the question.

Question: Is there any ethical problem in including written repair or replacement estimates in inspection reports?

Interpretation by the ASHI Code of Ethics Committee: Including written repair or replacement estimates in inspection reports does not violate the Code of Ethics. The Code states that “inspectors shall not repair, replace, or upgrade, for compensation, systems or components covered by ASHI Standard of Practice. ...” However, this does not preclude an inspector from providing projected costs for repairs, which could help clients gain a sense of the financial impact of a defect, as long as providing such additional information falls within the inspector’s area of expertise, per Section 2.A of the Code, and as long as the estimate does not constitute an offer to perform the work. It is important to note that some states have restrictions on the type and nature of projected costs that an inspector may provide.

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FEBRUARY 2019 • www.ASHIReporter.org

27

ASHI Chapters and Council News

NORTH CENTRAL ASHI Central PA

www.ashicentralpa.com Second Monday, 6 pm, except Jan. & July, Hoss’s Steakhouse 1151 Harrisburg Pike, Carlisle, PA Kevin Kenny, 717-226-3066 info@midpennhomeinspections.com

Keystone (PA)

www.keystoneashi.org First Monday, 5:30 pm Double Tree, 10 N. 5th Street Reading, PA 19601 Robert H. Conner, 610-375-9675 rhconnerbcs@yahoo.com

Ohio

www.ohioashi.com Ken Harrington, 614-507-1061 ohioashi@yahoo.com

www.ashiomaha.com Jon Vacha, 402-660-6935 jon@hsinspections.com

Heartland (IA, MN, ND, SD, WI)

www.ashiheartland.org Second Monday, 6:30 pm, except November & April. Frankie’s Pizza 3556 Winnetka Ave. N, New Hope, MN Reuben Saltzman, 612-205-5600 reuben@ashiheartland.org

Indiana ASHI

www.inashi.com Quarterly Danny Maynard, 317-319-7209 danny@inspectinc.net

Iowa ASHI

www.ncohioashi.com Paul Wancata, 216-571-1074 inspectionsunlimited@cox.net

www.iowaashichapter.org Fourth Tuesday, 6:00 - 8:00 pm Iowa City Area Assoc. of Realtors Education Center 847 Quary Road, Coralville, IA Craig Chmelicek, 319-389-7379 elitehomeandradon@gmail.com

OHIO SOUTH ASHI

Kentuckiana (IN, KY)

North Central Ohio

Meeting: Third Tues. every month, 6:30pm @ Kriemer’s Bier Haus, OH-128, Cleves, OH 45002 P.O. Box 532197 Cincinnati, OH 45252 Chris Green, 513-939-4036 Email president@ohsoashi.com

Pocono-Lehigh (PA)

www.pocono-lehighashi.org Third Tuesday, Tannersville Inn Tannersville Ronald Crescente, 570-646-7546 amerispec@pa.metrocast.net

PRO-ASHI (PA)

www.proashi.com Second Wednesday of Jan., March, May, Sept. & Nov. Ray Fonos, 412-461-8273 southpittsburgh@hometeam.com

Tri-State (DE, NJ, PA)

www.tristateashi.org Second Tuesday except April, Aug. & Dec., Dave & Buster’s Plymouth Meeting, PA Jules Falcone, julesfalcone@me.com

MIDWEST Great Lakes (IL, IN, IA, KY, MI, MN, OH, WI) For monthly meetings: www.greatinspectors.com/ schedule-of-events/ Janni Juhansz, 734-284-4501 greatlakes.president@gmail.com

28

Greater Omaha (NE)

ASHI Reporter • FEBRUARY 2019

www.ashikentuckiana.org Allan Davis, 502-648-9294 elitehomeinspections@ insightbb.com

Mid-Missouri

www.midmoashi.com Second Thursday, 12:00 pm, even months of the year; Columbia Board of Realtors office: 2309 I-70 Drive NW, Columbia, MO Mark Kelsey, 573-356-5305 mark@inspectcolumbia.com

Northern Illinois

www.nicashi.com Second Wednesday (except Dec.) 5:30 pm - 9:00 pm Allegra Banquets, 237 W. St. Charles Rd. Villa Park, IL 60181 Joe Konopacki, 630-283-2248 joe@insightpsinc.com

SOUTH MIDWEST Arkansas Lonnie Moore, 479-530-5792 mhinsp@cox.net

Great Plains (KS, MO)

www.ashikc.org Second Wednesday of even months The Great Wolf Lodge, Kansas City Doug Hord, 816-215-2329 doug@firstchoice.com

Midwest PRO ASHI (KS) David Mason, 316-393-2152, david@allprohomeinspec.com

St. Louis (MO)

www.stlashi.org Second Tuesday, 5 pm Creve Coeur Government Center Multi-Purpose Meeting Room 300 N. New Ballas Creve Coeur, MO 63141 Mark Goodman, 636-391-0091 mark@homeinpectstl.com

Lone Star (TX)

www.ashitexas.org Bud Rozell, 214-215-4961 goodhomeinspection@att.net

MOUNTAIN Arizona

www.azashi.org Bryck Guibor, 520-419-1313 bryck@msn.com Quarterly education on azashi.org

New Mexico

www.ashinm.org Bi-monthly meetings are held on the second Saturday of the month at Drury Hotel (Jan., March, May, July, Sept.) located at I-25 and Jefferson in Albuquerque.

Meeting starts at 8:30 am.

Lance Ellis, 505-977-3915 lellis@amerispec.net

Northern Rockies (ID, MT) Steve Jenicek, 406-949-6461 Steve@taskmasterinspections.com Secretary: Kelly Campeau 877-749-2225 Kelly@inspectormt.com

ASHI Hawaii

www.ashihawaii.com Oscar Libed, 808-330-2302 oscar@inspecthawaii.com

California Randy Pierson, 310-265-0833 randy@southbayinspector.com

Central Valley CREIA-ASHI Peter Boyd, 530-673-5800 Boyd.p@comcast.net

Golden Gate (CA)

www.ggashi.com Brian Cogley, v 510-295-8021 f 510-355-1073 CogleyInspections.com

Inland Northwest (ID, WA) Vince Vargas, 208-290-2472 vince@vargasinspections.com

Orange County CREIA-ASHI (CA) www.creia.org/orangecounty-chapter Third Monday, 5:30 pm Hometown Buffet 2321 S. Bristol, Santa Ana Bill Bryan, 949-565-5904 bill@rsminspections.com

Oregon

www.oahi.org Fourth Tuesday, 6:30 pm 4534 SE McLoughlin Blvd.

Portland Jon Nichols, 503-324-2000 housedetective@hotmail.com

San Diego CREIA-ASHI

Fourth Tuesday, 6:30 pm Bob Kadera, 303-588-2502 bob@360degreeinspections.com

First Tuesday each month Elijah’s Restaurant 7061 Clairemont Mesa Boulevard San Diego, CA 92111 Ray (Cliff ) Sims Jr., 619-334-1138 cliffsims@cox.net

Southern Colorado

San Joaquin Valley (CA)

Rocky Mountain

www.ashi-southerncolorado.org Second Thursday each month, 6:30 pm Valley Hi Golf Club, 610 S. Chelton Rd. Colorado Springs, CO 80910 Aaron Hunt, 719-334-5455 aaron@huntproperty inspections.com

Utah

www.ashiutah.com First Tuesday, 7 pm Marie Callender’s, Midvale Fred Larsen, 801-201-9583 Fred.larsen@pillartopost.com

PACIFIC Alaska Meeting dates: Jan. 1, March 1, Aug. 1, Nov. 1 Location varies each meeting David Mortensen, 907-243-4476 dave@discoveryinspect.com

Third Thursday, 6 pm 1736 Union Avenue, Bakersfield, CA Raymond Beasley, 661-805-5947 rbinspector@aol.com Mail: 3305 Colony Oak St. Bakersfield, CA 93311

Silicon Valley ASHI-CREIA (CA) www.siliconvalleyinspector.com Tammy Nicholas, 408-771-4939 tnicholas490@gmail.com

Southwestern Idaho Second Monday David Reish, 208-941-5760 dave@antheminspections.com

Los Angeles-Ventura County ASHI-CREIA Third Wednesday, 5 pm Holiday Inn, Woodland Hills Bob Guyer, 805-501-0733 guyerinspections@roadrunner.com

South Bay (CA) Webinar meetings Randy Pierson, 310-265-0833 randy@southbayinspector.com

Western Washington

www.ashiww.com Chapter Meetings held at chapter seminars in March and Sept.

Karl Nueffer karl@G4inspections.com

NEW ENGLAND Coastal Connecticut

www.coastalctashi.org Third Thursday, 6 pm, Westport VFW Lodge, 465 Riverside Avenue, Westport John Hamlin, 203-912-1917 john.hamlin@pillartopost.com

New England (ME, MA, NH, RI, VT) Third Thursday (usually), 5 pm Hilton Garden Inn, Waltham, MA Michael Atwell, 617-630-5629 mike@jmhi.com

Northern New England (NNEC) (ME, MA, NH, VT) www. ashi-nnec.org Third Thursday of Jan., April, June and Sept.

Tim Rooney, 603-770-0444 homeviewnh@comcast.net nnec.ashi.2016@gmail.com

Greater Rochester (NY)

www.ashirochester.com Second Tuesday, 6 pm Jeremiah’s Tavern, 2200 Buffalo Rd. Gates, NY 14624 Jim Brennan, 585-520-5575 jbrennan@independentinspectionservice.com

Hudson Valley (NY) Second Tuesday, 6 pm Daddy O’s Restaurant 3 Turner Street Hopewell Junction, NY 12533 Michael Skok, 845-592-1442 ashistatewide@yahoo.com

Long Island (NY)

www.liashi.com Third Monday, 6 pm, Domenico’s Restaurant, Levittown John Weiburg 516-603-5770 john@greenlinkhi.com

New York Metro

www.nyashi.com Last Thursday, 5pm Travelers Rest 25 Saw Mill River Road Ossining, NY 10562 Chris Long, 914-260-8571 pres@nyashi.com

Southern New Jersey (NJ)

MAC-ASHI (MD, VA)

www.mac-ashi.com Second Wednesday, Rockville, 6 pm Senior Center, Rockville Mark Mostrom, 301-536-0096 pivotalinspections@comcast.net

NOVA-ASHI (MD, VA)

www.novaashi.com Fourth Tuesday, Associate hour 6-7 pm, Membership meeting 7-9 pm, Northern Virginia Resources Center, Fairfax Tony Toth, 703-926-6213 tony_toth@msn.com

Piedmont ASHI (VA) Robert Huntley, 540-354-2135 rwhuntley@cox.net

SOUTH ATLANTIC ASHI Georgia

www.ashigeorgia.com Shannon Cory, 404-316-4876 shannon1943@comcast.net

East Tennessee

www.etashi.org Third Saturday of Feb., May, Aug. and Nov. Paul Perry, 866-522-7708 cio@frontiernet.net

Mid-Tennessee

www.southernnjashi.com Third Wednesday, 6:30 pm Ramada Inn, Bordentown Rick Lobley, 609-208-9798 rick@doublecheckhi.com

Ray Baird, 615-371-5888 bairdr@comcast.net

Capitol Region (NY)

Western New York

North Carolina

Central New York

Second Thursday, 6:30 pm Tony Rome’s, West Seneca Andy Utnik, 716-636-9676 esimail@aol.com

NEW YORK/JERSEY/ DELAWARE www.goashi.com Richard W. Askew, 518-383-4804 rondack1@gmail.com www.cnyashi.com Third Wednesday each month, 6 pm Tony’s Family Restaurant, Syracuse Richard Alton, 315-415-4847 dick@altoninspect.com

MID-ATLANTIC Central Virginia

www.firststateashi.org Third Wednesday, 7 pm The Buzz Ware Center 2121 The Highway, Arden Mark Desmond, 302-494-1294 mark@delvalleyhome.com

www.cvashi.org Second Tuesday, 6:30 pm Independence Golf Course 600 Founders Bridge Blvd.

Midlothian, VA 23113 John Cranor, President 804-873-8537 cranorinspectionservices @gmail.com

Garden State (NJ)

Hampton Roads (VA)

First State (DE)

www.gardenstateashi.com Second Thursday The Westwood, Garwood Ernie Borsellino, 973-761- 0050 gsashipresident@gmail.com

Second Thursday, 7 pm, Cypress Point Country Club, Virginia Beach Gregory Murphy, 757-535-4355 gmurphy@coastalinspect.com

Mid-South (TN) Steven Campbell, 901-734-0555 steve@memphisinspections.com www.ncashi.com Meeting TBA Bruce Barker, 919-322-4491 bruce@dreamhomeconsultants.com

South Carolina First Saturday of Feb., May, Aug. & Nov., 8 am Roger Herdt, 843-669-3757 herdtworks@msn.com

Gulfcoast (FL) First Thursday, 7 pm, The Forest Country Club, Fort Myers Len Gluckstal, 239-432-0178 goldenrulehi@comcast.net

Louisiana Quarterly Meetings Michael Burroughs 318-324-0661 Mburroughs2@comcast.net

Suncoast (FL)

www.ashisuncoast.com First Tuesday, 6:30 pm; Please see our website for meeting locations.

Steve Acker, 727-712-3089 buyersally@gmail.com

Southwest Florida

www.swashi.com Serving Manatee, Sarasota & Charlotte Second Wednesday, 6 pm Holiday Inn, Lakewood Ranch 6321 Lake Osprey Drive, Sarasota Michael Conley, 941-778-2385 FLinspector@outlookcom

CANADA CAHPI Atlantic

www.cahpi-alt.com Lawrence Englehart 902-403-2460 inspections@eastlink.ca

CAHPI Ontario

www.oahi.com Rob Cornish, 613-858-5000 robc@homexam.ca

Alberta Professional Home Inspectors (APHIS) www.aphis.ca Meetings held 3 times a year Alan Fisher, 403-248-6893 admin@aphis.com

Quebec AIBQ

www.aibq.qc.ca Pascal Baudaux, 450-629-2038 info@almoinspection.ca

GULF ASHI South (AL)

www.ashisouth.org Quarterly, Homewood Library Homewood John Knudsen, 334-221-0876 jgknudsen111@gmail.com

Florida Wiregrass

www.ashiwiregrass.org Second Wednesday, 6:30 pm Sleep Inn Hotel, Wesley Chapel Nancy Janosz, 813-546-6090 ProTeamInsp@aol.com

FEBRUARY 2019 • www.ASHIReporter.org

29

IMPORTANT REPORTER DEADLINES: • APRIL 2019 ISSUE - 2/7/19 • MAY 2019 ISSUE - 3/7/19 • JUNE 2019 ISSUE - 4/7/19 The Reporter is produced 6-8 weeks ahead of the week it arrives in your mailbox.

ASHI Chapters and Council News

CHAPTER EVENTS ASHI CENTRAL PA SPRING CONFERENCE

ST. LOUIS CHAPTER SPRING SEMINAR

When: March 2, 2019 Where: Park Inn by Radisson Harrisburg West, Mechanicsburg, PA Topics: Report Writing, Water Intrusion, Mold and Home Scene Investigations CEUs: 8 ASHI CEs contact: pwreilly@comcast.net

When: March 8, 2019 CEUs: 8 ASHI CEs Where: St. Louis Realtor Assn. Conference Center Creve Coeur, MO Contact: Mark Goodman, mark@homeinspectstl.com

OHIO CHAPTER OF ASHI HOME INSPECTOR EXPO

ASHI WESTERN WASHINGTON CHAPTER SPRING SEMINAR 2019

When: March 16, 2019 Where: University of Washington Tacoma CEUs: 8 ASHI CEs Contact: Joanne MacKintosh, joanne.ashiww@gmail.com

When: March 9 & 10, 2019 NHIE Exam Prep Class – March 8 Register at www.ohiohomeinspectorexpo.com Contact: Forrest Lines, flines52@gmail.com TO HAVE YOUR CHAPTER SEMINAR LISTED HERE EMAIL ALL INFORMATION ABOUT YOUR CHAPTER SEMINAR TO: micheleg@ashi.org.

JOIN THE TEAM OF PRESENTERS AT IW NEW ORLEANS 2020 CALL FOR PRESENTATIONS IS NOW OPEN INSPECTIONWORLD® NEW ORLEANS, JANUARY 19-22, 2020

will provide a forum for attendees to learn the profession’s best practices and to expand their knowledge, improve their professional skills and explore emerging issues relevant to the profession.

ASHI invites those interested in presenting at InspectionWorld New Orleans to submit a proposal for review by the IW Education Committee.

Locate a Call for Presentations form at www.homeinspector.org under Education. Complete the form electronically and submit it with materials.

THE DEADLINE FOR SUBMISSIONS IS FRIDAY, MARCH 15, 2019 Contact Michele George at micheleg@ashi.org with questions.

30

ASHI Reporter • FEBRUARY 2019

Chapter News

CHAPTER NEWS Attention, Ohio Home Inspectors: Licensing Just Got Real SUGGESTED AMENDMENTS AND IDENTIFIED DELETIONS AND ADDITIONS • The licensing board makeup will have five licensed home inspectors and two public members.

• The limit of liability will be one year from the date of the inspection.

• The requirement for errors and omissions (E&O) insurance was replaced with a recovery fund.

Blaine Swan, Chair, Ohio ASHI Chapters’ Joint Chapter Legislative Committee

In 2017, Ohio State Representative Jim Hughes experienced what he felt was a “bad” home inspection (please note that the inspection was not performed by an ASHI home inspector) and, as a result, he proposed that licensing was needed for home inspectors in Ohio and sponsored a bill (Ohio House Bill [HB] 211) that was referred to committee for review.

Upon hearing about this pending legislation, representatives of the three ASHI chapters in Ohio (Ohio ASHI, Southern Ohio ASHI and North Central Ohio Chapter of ASHI) formed the Joint Chapter Legislative Committee (JCLC) to determine a plan of action. Working in common interest, we reached an agreement to retain a lobbyist and began to work in earnest.

It became evident that the JCLC could not be considered a neutral party, so we decided to consult our various chapters’ members about whether we should be opponents or proponents of Ohio HB 211. After disseminating information and fostering discussion, we found that the majority of chapter members felt that if licensing was inevitable, then the JCLC should be at the table as proponents to help craft a bill with reasonable requirements and expectations.

Next, we consulted with Joe Denneler, a friend and defender of many Ohio inspectors, and an attorney familiar with licensing bills. His professional opinion was invaluable. Long story short, we found alternatives and solutions, suggested amendments, and identified deletions and additions (see list in the box).

• There is a 120-day “grandfathering” opportunity.

• There is a requirement to pass the National Home Inspection Examination (NHIE).

• When a real estate agent refers a client for a home inspection, they must provide the client with contact information for a minimum of three licensed home inspectors.

• An agreement was reached with the Ohio Association of Realtors to craft the bill and amend it (in the future) to include non-interference language.

• The example of Ohio HB 211 is currently being used to craft and rewrite licensing bills in other states.

During this process, the JCLC provided proponent testimony multiple times and met with staff from the Ohio Department of Commerce, as well as the Division of Real Estate and Professional Licensing. We also met individually with committee members, presented to the Senate committee and, with the help of our lobbyist, kept tabs on the process and progress of HB 211.

Ultimately, the Ohio House of Representatives passed HB 211 and referred it to the Ohio Senate, where the Senate amended it into HB Bill 255 and passed it. At the writing of this article, the governor has signed the bill and now the process of enactment begins. We are pleased with the results and will watch for regulations to be in place by late 2019 or early 2020.

In closing, I would like to thank the Ohio Chapter Presidents—BK Thompson, Chris Green and Paul Wancata— as well as the members of the JCLC—Phil Wells, Rod Whittington, Dave Beck, Ken Harrington, Mike Hesterberg, Mike Patton, Mike Connolly and Steve Lees (secretary). Also, many thanks go to our lobbyist, David Hoeffel, and to ASHI 2018 President Tim Buell for his testimony and support.

FEBRUARY 2019 • www.ASHIReporter.org

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33

Technical Focus

TECHNICAL FOCUS

PRESSURE-REDUCING VALVES ON HOT WATER HEATING SYSTEMS

By Alan Carson, Carson Dunlop, www.carsondunlop.com

Thanks to Roger Hankey for his considered review and advice on this article.

H

ot-water boilers are popular in many parts of the country and are becoming more popular where people are looking to use hot-water radiant heat (also known as hydronic heating systems). The popularity of wall-hung boilers and wall-hung boiler/water heater combination units is also on the rise.

The pressure-reducing valve (also called the automatic make-up valve or the feed-water pressure regulator) connects the house’s plumbing supply system to the boiler water. It is designed to automatically add water as needed to the system to maintain the desired pressure (12-15 psi when the system is at rest and the water is at room temperature) rather than the supply plumbing pressure, which may be 60 psi. It is an operating control rather than a safety control.

34

ASHI Reporter • FEBRUARY 2019

For more information on hot water heating systems and all things home inspection, see the ASHI@HOME training program. www.carsondunlop.com

The valve is typically on a short connector pipe between the plumbing system and the boiler. The illustrations below [0858.jpg, 0862.jpg] show a pressure-reducing valve downstream of a backflow preventer.

This is a common arrangement.

Technical Focus

COMMON PROBLEMS Valve set too low Pressure-reducing valves are usually factory-set between 12 and 15 psi. Some are adjustable within this range and beyond (a range of 10-25 psi is common).

They are rarely faulty, but they may be set too low. A tall, three-story house with a basement may require a pressure-reducing valve set at more than 12 psi. The pressure at the boiler has to push water up to the top of the heating system. If the radiators on the upper floor are not filled with water, these rooms will be cold.

The pressure-reducing valve can also be part of an assembly that includes a pressure-reducing valve and a pressure-relief valve. When these two units are combined into one component, they are often referred to as a dual unit. The device should be installed so that the pressure-relief valve is closer to the boiler.

A pressure of 1 psi can push water up roughly 2.31 feet (about 28 inches). So, 10 psi can push a column of water up 23.1 feet; 12 psi (commonly available at pressure-reducing valves) can push water up about 28 feet (12 times 2.31). A pressure of 15 psi (the maximum for most pressure-reducing valves) can push water up about 34.5 feet.

Let’s look at that three-story house. It might be 5 feet from the pressure-reducing valve to the basement ceiling. The first floor may be 1 foot above the basement ceiling. If the height of the first floor is 11 feet (typical of Victorian homes), we are now 17 feet above the pressure-reducing valve.

Moving up through the 1-foot-thick floor system and then through a 10-foot-tall second floor adds another 11 feet. Now we’re 28 feet above the pressure-reducing valve. Moving through the 1-foot-thick third floor and approximately 3 feet above the floor to the top of the radiator adds another 4 feet. This brings us up to 32 feet.

As you can see, if the pressure-reducing valve is set at 12 psi (good for 28 feet), water may not fill the third-floor radiators. There should be enough pressure to fill the third-floor radiators and have at least 2 or 3 psi left over. If the valve is set at 15 psi (good for 34.5 feet), we should be all right, just barely.

Note: The pressure-relief valve is often mounted on the boiler.

Also note: Boilers have single-purpose pressure-relief valves (PRVs).

Water heaters have dual-purpose temperature/pressure-relief (TPR) valves.

Some pressure-reducing valves have an integral check valve that prevents water from flowing back from the heating system into the plumbing system. These eliminate the need for a separate backflow preventer, where permitted. Check to see what is common in your area and whether authorities having jurisdiction require a separate backflow preventer.

These valves are typically made of brass or steel and are very often shaped like a bell. There is no discharge pipe attached to a pressure-reducing valve because they are not intended to release water.

FEBRUARY 2019 • www.ASHIReporter.org

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Technical Focus

Missing Valve A missing pressure-reducing valve is an installation issue.

Pressure-reducing valves are not absolutely necessary and, in some jurisdictions, they are not commonly installed. They are an operating convenience. You can fill a boiler manually by opening a valve that connects the plumbing system to the heating system.

A pressure-reducing valve is a plus, but not a necessity. If you recommend adding one, make it clear that it’s an improvement rather than a repair.

Valve Leaks

Pressure-reducing valves may leak, of course. These photos show an example: In the photo below, it is the backflow preventer that is dripping. It’s not fair to say that it’s leaking. It may be doing its job.

High pressure may also result in the pressure-relief valve operating.

Watch for a dripping pressure-relief valve pipe.

There are other causes of the boiler pressure being too high and the pressure-relief valve dripping. The expansion tank may be waterlogged or undersized, for example.

The temperature gauge may also be defective.

Valve Installed Backwards

Most pressure-reducing valves have an arrow indicating the proper direction of water flow through the valve. If the valve is installed backwards, the boiler will not get any make-up water. There is typically an arrow on the side of the valve pointing to the appropriate flow direction: the boiler.

A more serious implication is in the case of the combination pressure-reducing valve and pressure-relief valve. If the assembly is installed backwards, the boiler pressure-relief valve will be upstream of (before) the pressure-reducing valve. This puts the pressure-relief valve too far from the boiler and this important safety device may be compromised.

This is a rare installation defect with combination units, since the relief valve will typically release water (under the higher house pressure) when installed backwards. This should alert the installer that there is a problem. The release of water is due to the higher house pressure, generally well above the 30 psi setting. When the pressure-reducing valve/pressure-relief valve combination unit (dual unit) is installed backwards, the pressure-relief valve is sometimes found plugged because of the water release. This is a safety concern.

Inoperative Valve The pressure-reducing valve can be inoperative in two different ways: • The pressure-reducing valve may be obstructed or defective and no water may get through into the boiler.

• The pressure-reducing valve may have failed and the water pressure in the boiler system may be too high.

There may be a problem with the valve or dirt may be obstructing the valve. It’s also remotely possible the valve was installed backwards.

If the pressure-reducing valve doesn’t allow enough water through, the house won’t get warm enough, especially on the upper floors. The boiler will eventually run short of water and probably shut down on high temperature limit or low-water cut off.

If too much pressure is allowed through, the pressure-relief valve will operate constantly. If the pressure-relief valve isn’t working or is missing, there is a risk of a pressure build-up and a steam explosion.

The best way to determine whether the pressure-reducing valve is operating properly is to look at the temperature and pressure gauge on the boiler. When the boiler is cold, the pressure should be 12 to 15 psi. If the pressure is much lower than this, there may not be enough water in the system. If the pressure range is above this, the pressure-reducing valve may have failed.

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ASHI Reporter • FEBRUARY 2019

SUMMARY The pressure-reducing valve is an operating control rather than a safety control. Its job is to make sure the boiler has water in it at an appropriate pressure. Checking the pressure-reducing valve should be part of any hot-water heating system inspection.

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37

Choosing a Contractor

CHOOSING A CONTRACTOR THE INFORMED WAY Fritz Gunther, NYS Licensed Home Inspector

Fritz Gunther is the owner of Gunther Home Inspections and New York Electrical Inspection Agency, both of which are based in Rochester, New York. Gunther is a New York State licensed home inspector with more than 22 years of experience, a certified IAEI electrical inspector and has been an ASHI member since 1999. Prior to becoming a home inspector, he was a general contractor for many years throughout Western New York. Throughout his inspection career, Gunther has performed more than 12,000 home and 20,000 electrical inspections for municipalities and power companies, and he is an instructor for home inspectors, code officers and electricians.

QUALITY COST SPEED People who wish to renovate or repair a home are faced with the task of choosing a contractor. Simple enough, right? Not so. As a veteran forensic home inspector with over 20 years of experience, I have been called in as an unbiased expert to settle disputes between homeowners and contractors in a court of law, and I have learned that there is a way to make a good-versus-bad choice. It involves having an in-depth understanding of the overall process that most contractors don’t have.

It’s important for home inspectors to understand the challenges that contractors face when they take on a job. They are hired to come into a home, dismantle parts of it, reassemble it to the customer’s wishes and do it all perfectly, quickly and at a low cost. This would always happen—if we lived in a perfect world.

The desired outcome for the consumer falls into three categories: quality, cost and speed. As you provide information about needed repairs or consultation to your clients in your inspection report, you might also want to share with them these guidelines about selecting contractors.

Quality

Quality is something we all seek, whether we are selecting a physician, hiring an architect or choosing a contractor. Quality comes from extensive experience, training or both. A quality contractor has typically been in the business for a long time or was apprenticed to a qualified craftsman for an extended period and is now working on his or her own. Quality contractors are pleased to provide references and a list of past projects that potential customers can review. They also will provide proof of licensing (if applicable) and insurance information when requested, showing that they have met the minimum requirements of workmanship to be insured and licensed.

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ASHI Reporter • FEBRUARY 2019

Cost

The cost of a project is always of concern to consumers. It is also the biggest problem area. Although we all like a bargain, if we choose only “low price” when selecting a contractor, we may be asking for trouble. Keep in mind that a contractor’s “estimate” is just that, an estimate. Contractors are trying to give the best price possible to get the job, but also earn enough to make a profit. However, a myriad of things can happen on a job that can and will make the project’s cost go up. Opening up walls often reveals previously undetected insect or water damage, shoddy work from a previous homeowner or contractor, or plumbing, electrical or asbestos hazards that require upgrading to current Code requirements. Changes or additions made by the customer as work proceeds also will raise the cost.

Low-bid contractors have numerous ways to keep costs low. They might hire unskilled subcontractors, not carry adequate insurance, not obtain the proper licenses to perform the work, not get the necessary building permits from their municipalities or even engage in flat-out fraud and deception just to get the job. One often-seen and potentially costly practice is for low-bid contractors to simply leave out key elements on a job, such as not including the required flashing when replacing a roof or using substandard materials. Whatever the job, there are always ways to skimp on the work, leaving the consumer uninformed, at least for the short term.

Requiring a contractor to obtain proper building permits will likely ensure that the municipality’s qualified building inspector will appear on the job periodically, obligating the contractor to conform to the minimum standards set forth by the applicable Codes.

Continued on Page 44

FEBRUARY ANNIVERSARIES

CURRENT ASHI MEMBERSHIP

Forty Years

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Stan Mitchell

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ASHI Certified Inspectors: 3,356 Inspectors: 231 Associates: 3,953 Retired Members: 105 Affiliates: 74 Total: 7,719 Members as of 1/10/2019

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1. Go to www.ASHI.org 2. Under Education & Training 3. Click on:

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39

NEW POSTCARDS EMAIL! Please send your name, city, state, photos, headings & captions to: postcards@ashi.org

Postcards from the Field Superstar dreams end up in the…

CLIFTON WISE Eagle Point Inspections, LLC Springfield, MO

What doesn’t kill you makes you stronger

CHRISTOPHER DAGGY Property Engineers, LLC Beverly Hills, MI

Glass-Door Quarantine

JAMES BROCK Boston Home Inspectors Boston, MA 40

ASHI Reporter • FEBRUARY 2019

Note: By sending in your postcard(s), you are expressly granting ASHI the right to use the postcard and your name with it in the ASHI REPORTER and in other publications ASHI may select.

Almost

JAMES BROCK Boston Home Inspectors Boston, MA

Homeowner says: At least I used Grade-A materials

JOHN GAMACHE Capstone Home Inspection Service Escondido, CA

Very Limited Visual Inspection!

JAMES HOLLIFIELD RTD Home & Building Inspections Crooksville, OH

3

FEBRUARY 2019 • www.ASHIReporter.org

41

NEW POSTCARDS EMAIL! Please send your name, city, state, photos, headings & captions to: postcards@ashi.org

Postcards from the Field So Wrong and Unsafe

Note: By sending in your postcard(s), you are expressly granting ASHI the right to use the postcard and your name with it in the ASHI REPORTER and in other publications ASHI may select.

Should-I-jump test?

JAMES BROCK Boston Home Inspectors Boston, MA

JAMES BROCK Boston Home Inspectors Boston, MA

Those carpenter ants are messy

“I eyeballed it!”

JAMES BROCK Boston Home Inspectors Boston, MA

Flammable Fashion

RYAN BAUM 1 Step ABOVE Home Aurora, CO

Does this include home inspectors?

JAMES BROCK Boston Home Inspectors Boston, MA 42

ASHI Reporter • FEBRUARY 2019

SCOTT JOHNSON Welcome Home Property Inspection Services, Marietta, GA

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FEBRUARY 2019 • www.ASHIReporter.org

43

Choosing a Contractor

Continued from Page 38

Speed

Home repair projects, new additions or renovations are all loud, dirty and disruptive activities, rendering important areas of a home temporarily unusable. All of this will cause a great deal of stress, especially if one is living in the home during construction. Every consumer wants the project to be completed sooner rather than later so they can reclaim needed living space, regain the use of the repaired item and enjoy the finished project.

Even though the consumer wants all three of these components, history shows that one can have only two of them at the same time. A job will rarely, if ever, have all three elements. To understand why this is true, one must look closely at what actually happens with each paired selection.

Choosing Quality and Cost

With this selection, choosing a contractor who offers excellent workmanship at a great price will mean hiring a contractor who is booked solid for a long time, possibly causing your job to be put off for a while.

Or the quality contractor may work on several projects at the same time, getting to your job only a few days a week, thus prolonging your work over a longer period.

In-demand contractors even find it challenging to take the time to simply offer estimates when they are booked solid. Unfortunately, many don’t return calls, leaving potential customers frustrated and angry.

Some busy quality contractors will show up to give an estimate, fully knowing that they do not have the time available to do the new work.

This busy contractor may write up an estimate, doubling or tripling the projected cost. If the homeowner accepts the unusually high estimate, the contractor may temporarily leave his or her current job to do this new work (see the “Choosing Quality and Speed” category below). If the homeowner rejects the high estimate, the contractor loses nothing but the time it took to make the estimate.

Choosing Quality and Speed

When an emergency arises, such as a water heater failure or a roof leak, customers want quality work done right away. When time is of the essence, price-shopping is not an option. Usually, the first company to respond to your distress call will get the job and their high price will, out of necessity, be gladly paid. However, buyer’s remorse may set in later when the consumer has time to reflect on choosing too quickly.

Certain preventive measures on the part of the homeowner can minimize exposure to such expensive and stressful situations. Doing things like having your furnace serviced annually, trimming large trees away from your house, or having a periodic home inspection to uncover unseen potential problems or give advice on what to do next can help reduce the stress and cost of dealing with emergency situations.

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ASHI Reporter • FEBRUARY 2019

Even though the consumer wants all three of these components, history shows that one can have only two of them at the same time.

Choosing Speed and Cost

The combination of speed and cost is the choice homeowners most regret making. Remember that you can get a great price with a quality contractor, but the wait may be long. Or you can choose quality work done quickly, but the cost will be high. The homeowner who wants the work done right now and at the lowest possible price will almost always get substandard work. Granted, there are times that a homeowner may be lucky, when a quality contractor just had a job that was canceled that provided an unexpected opening, but this occurrence is rare. More commonly, the contractor who can be available quickly at the cheapest price either just entered the business with little experience, does not have the proper license or insurance, does not obtain the required building permits or will dispense with certain key elements of the job. If the homeowner is knowledgeable enough to ask about including all of these key elements, the estimate will grow accordingly.

Some homeowners think that they can gain the quality that was lost when they chose the low-cost and speed option by suing the contractor, thereby trying to acquire by force all three elements. These lawsuits, however, are rarely successful because the concept of “quality” is subjective and, if the minimum Code standards of work are met, the verdict will likely favor the contractor.

Because it is virtually impossible to have the perfect three-way combination of high quality at a low cost with the work done quickly, homeowners must choose the two options that are most important to their situation, accepting, as well, the results of that choice.

As with most things in life, an informed choice is the best choice.

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FEBRUARY 2019 • www.ASHIReporter.org

45

Tech Talk

TECH TALK

ARTIFICIAL INTELLIGENCE AND HOW IT CAN BOOST YOUR GOOGLE ADS PERFORMANCE

By Andy Patel, CEO, K-3 Technologies

The year 2018 was monumental for Google. In August, they launched a huge update to their Adwords program, now titled Google Ads. There were many updated features, most notably the addition of artificial intelligence (AI) and advanced machine learning to optimize ads. These ads are now called “smart campaigns.” It would take an entire day to discuss all aspects of the new features so, for this article, we will focus on best practices that home inspectors can use for Google Ads.

DO RESPONSIVE SEARCH ADS WORK?

For those of you who have experience running ads on Google, you’ll be familiar with the process, which is fairly straightforward: • ADD RELEVANT KEYWORDS • CREATE COMPELLING ADS • CREATE A RELEVANT LANDING PAGE THAT CONVERTS WELL Responsive search ads automatically do all of that for you. You plug in your URL (website or landing page) and Google sets up the rest. Responsive search ads pull keywords from your site to build ads from your site’s content. You simply provide headlines and descriptions. In theory, this helps Google better understand and customize your program and, ultimately, helps your ads perform better over time.

However, our experience with responsive ads thus far has not worked as well as I hoped. In a previous article for the Reporter (February 2018), I described keyword match types and how Google will show ads even when searches are irrelevant. Personally, I believe allowing Google too much freedom with your ads can be a bad idea. The more control and customization you take with your campaign, the better.

CAMPAIGN GOALS

The new Google Ads experience also includes updated campaign goals. When your search campaign is properly designed, we suggest using the “website traffic” goal. Google will use its machine learning technology to drive quality traffic to your landing page by determining which customers are showing interest in hiring a home inspector and displaying relevant ads accordingly.

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ASHI Reporter • FEBRUARY 2019

Andy Patel is the CEO of K-3 Marketing, an internet marketing firm located in Atlanta, GA. Working directly with Google, Andy has got the “art” of internet marketing down to a science. Since 2005, K-3 Marketing has helped many home inspectors attract qualified visitors and convert them into leads.

WHICH BIDDING STRATEGIES WORK?

There is so much to discuss here, but in the spirit of keeping it simple, you should know about two bidding strategies: maximizing clicks and maximizing conversions.

Maximizing Clicks: You’ll want to start with Max Clicks. You simply set your max daily budget and Google will try to get your site to receive as many clicks as possible, per day. I also suggest setting a max Cost Per Click to ensure that you don’t overspend on one single click.

Maximizing Conversions: Once you develop some conversion data, I encourage you to switch your goal to Max Conversions. This is where Google’s AI feature kicks in. For example, if Google’s AI notices that a certain demographic from a certain area of town converts better, it will automatically bid more for that click. This takes a lot of the guesswork out for adjusting bidding. The longer it runs, the smarter your campaign will get.

AUDIENCE TARGETING

Another feature is that you can now show your ads to a specific audience based on their search history. For example, you can choose users who have specific interests, habits, search history, parental status and more. You can even show ads differently to people who have already interacted with your business.

One strategy I suggest for home inspectors is to display ads to users who show interest in “real estate” or “buying a home.” This way, your ads will show up for people who are likely to need a home inspection.

There are many ways Google has improved its algorithm for advertisers during the past year. The customization features are extremely advanced and give you the ability to filter through and display your ads to people who are quality leads—those most likely to convert to business. We still have a few years until we are ruled by robots, but until then, home inspectors who advertise with Google can benefit from its updated artificial intelligence methods.

For more information or to schedule a free Google Ads review, contact Andy Patel at 404-441-3539, email andy@k3.marketing or twitter @andyk3marketing.