Professional Learning Institute
  It Pays To Know
Professional Learning Institute    Flash Lites         March 2010
       
It Pays To Know
Renewing Your License
KY License 2010  
Kentucky's new license tag
  

In This Issue
7 Steps to Renew License
Marketing Matters
Photo Winner
Handy Websites
Schedule of CE Classes
2010 CE Classes
Offered Monthly at PLI

RoundHouse-Carey

Join The Next class
March 15th & 16th
Send us an email
www.pli4u@aol.com
Visit our website
www.pli4u.com
Call  502-896-2020

Marketing Matters

Marketing is never more important than when customers are stingy.  Tough times are exactly when it's hardest to spend on marketing -- and when it's needed most.

           

One money saving shortcut is  borrowing marketing research and themes from the big dogs.  "Drafting the leader," as in NASCAR, saves gas.

In politics, some candidates win by coat-tailing the top of the ticket. A big President's pull lifts a close-call Congressional candidate over the top. 
           

Small businesses PT boats coat-tail big box battleships by echoing their themes and key words.  The million dollar ad budgets repeating big box slogans and tag lines resonate throughout the marketplace.

           

Lowe's, for instance, spent about $790 million on advertising in 2008 (numbers for 2009 aren't out yet).      

The giant DIY (Do It Yourself) home retailer just announced its spring ad campaign.  It begins this week.

           

"Experience.  Lowe's" is the new theme.  But it's setup as a double entendre.  You can hear it as "Experience Lowe's" - no period - too.  (It's followed by the familiar slogan "Let's build something together."  Lowe's always said that's about "building a bond" with its customers.)  "We're hoping people take both meanings," the senior creative director at Lowe's ad agency, BBDO, said in The New York Times.

           

Why dress up the old, familiar slogan?  "What we wanted to add to it was to up the value proposition of what Lowe's is," he said, by focusing on the employees "who will inform your shopping decisions and save you money in almost every case."  (The "employee" subplot also quietly contrasts with Lowe's main competitor, Home Depot, known for employees as hard to find as winning Powerball tickets.)

           

"Everything we do in the campaign is grounded in service and value, because that's where the consumer lives right now," the Lowe's Companies senior VP for marketing commented.  Marketing always separates "value" (quality) from price (cheap or luxury).  Value marketing often incorporates pricing so people don't worry they might be in for the Tiffany "experience," and to let them know it's not the Salvation Army store either. Cheap is low value.  Lux is showing off.

           

So there it is.  After gazillions of dollars in research and creative, Lowe's it betting millions in ad bucks that in today's economy, it comes down to these four simple motivating ideas:
  • Experience.
  • Smiling employee smiles.
  • Service.
  • Value.

Sound obvious?  The best marketing does.


Sound like what you've been selling all along?  Just say so.  Now.  Again and again.


Remember, you don't have to be long-winded about it, like this article.  These are 30 and 60-second spots.  Or headlines on your handout.


This Month's Photo Winner
PPPtrap






Space at a P-P premium, Trapped?
Thanks, Joe.
(Joe is this month's proud winner of a $25 PLI gift certificate, good for CE, tools or manuals.  Keep the snapshots coming!)
Handy Websites


Send us yours - and Win!

 

 Superzoom Cameras

 Computers/Digital/Electronics/

Buying

buydig.com

pcconnectionexpress.com

primocameras.com

us1camera.com

us.topbrandcameras.net

 

Home Inspection - Add

to Your List

houselogic.com (NAR's consumer advice site launched 2/16/10)

housingwatch.com

inspectorsjournal.com

inspectionnews.net

 

Home - Market Prices

(The perpetual inspector bugaboo -

Don't tell 'em; Tell 'em Where to Go):

city-data.com

trulia.com

zillow.com

 

Phone Plans, Prices

Billshrink.com

 

(Comparison) Shopping

bizrate.com

dealtime.com

gosales.com

nexTag.com                     - charts price history

pricecomparison.us.com

pricegrabber.com

pricescan.com               - charts price history

shopzilla.com

streetprices.com

 

Travel

fly.com

kayak.com


Please Read
We hope you find this helpful  Please remember this is an informational and reporting service only.  It is not legal, accounting, tax or other professional advice. It is not a substitute for a knowledgeable professional in the appropriate field acquainted with your individual situation.  Readers should rely on their own professional advice, rather than any news or publication for their individual decisions.
  We're all in this together.  PLI stays closely tuned to industry and professional developments, though PLI does not endorse or favor any organization, candidate or contribute to any campaigns.  Updates on selected topics may be available.  Please call or email.

 
Sincerely,

Lorri Keeney, President

Professional Learning Institute 
502-896-2020        www.pli4u@aol.com
© 2006-10  PLI4U, LLC.   All Rights Reserved.
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Greetings!
   
Keys to Renewing Home Inspector Licenses
7 Easy Steps
KBHI 2010
KY Board Of Home Inspectors: 911 Leawood Ave

   The most common problem we hear about the Kentucky Board of Home Inspectors (KBHI) is basic -- calls do not get returned.  The most frequent calls seem to be questions about how to renew home inspector licenses.
         So here's some advice.  If you call, just leave your name and number.
     Meanwhile, save a call, if you're wondering about the specifics of license renewal.  The details are here, and PLI always answers your calls and questions.  Call anytime. 

 

Here's the Checklist

I. Enclose a Passport Quality Color Photograph
a. Must be a color photograph (KBHI cannot scan black and white pictures)
b. Should be 2" x 2"
c. Passport photos usually can be obtained at your local post office. Other retailers, including Walgreen's and Fedex also offer passport photos.

II. Address Information -- You must provide a current, physical street address. P.O. BOXES WILL NOT BE ACCEPTED.

III. Renewal Period and Fees - By statute, renewal licenses expire on the last day of the licensee's birth month of each even numbered year. (a) The fee is $500 for a 2 year renewal (the old $250 per year, times two years).
(b) Almost all renewals now will be for two years.  The exception is new licensees (less than 1 year old).
(c) Make your checks payable to Kentucky State Treasurer.

IV. Continuing Education Course Information
(a) Proof of Completion -- You must supply the original or copy of a certificate of course completion. It is better to send a copy just in case it gets lost along the way.
(b) Required Courses -  each licensee must have a
minimum of fourteen (14) continuing education hours per license year prior to renewal. In addition, a minimum of
three (3) hours in manufactured housing, three (3) hours in Kentucky laws and regulations, six (6) hours of applicable
standards of practice and two (2) hours in other Board approved continuing education is required prior to renewal.
(c) Only courses approved by the Kentucky Board of Home Inspectors will qualify as satisfying these requirements.
28 CE hours is the minimum required for standard two-year 2010 renewals.

V. Certificate of Insurance - You must submit an original or copy of a certificate of insurance that meets the following requirements:
(a) Provides for general liability coverage of at least $250,000;
(b) Lists the Kentucky Board of Home Inspectors as the "certificate holder"
(c) Provides cancellation or non-renewal of the policy is not effective until the Kentucky Board of Home Inspectors receives at least 10 days prior written notice of the cancellation or non-renewal; and
(d) Is issued by an insurance company or other legal entity authorized to do business in Kentucky.

VI. Copy of completed home inspection report - (a) You must submit a copy of a completed home inspection report that has been compiled within the previous twelve (12) months immediately preceding renewal. Remember, your home inspection report is required to meet the Standards of Practice you chose, ie: ASHI, NAHI or InterNACHI.
(b) You may change your SOP in your renewal application (or in writing at other times), but your report must comply with your SOP at the time of the report.

VII. Statewide Criminal Background Check
 www.kystatepolice.org  (a) Mail completed form (address is on the bottom of that form) including a check for $20.00 made payable to Kentucky State Treasurer.
(b) Alternatively, you can get your background check in person at the KSP Frankfort Barracks.
(c)  Background checks not from the KSP have been turned down (including the FBI, NCIC, Court of Appeals, and CourtNet).

Download your application, www.bhi.ky.gov  select the button Applications and Forms in the left column.

DO NOT FORGET TO SIGN AND DATE YOUR COMPLETED RENEWAL APPLICATION AND INCLUDE YOUR CHECK.
Note: All information on the application must be typed or printed clearly.

Mail Package: (Certified/Return Receipt)

ENVIRONMENTAL AND PUBLIC PROTECTION CABINET
OFFICE OF OCCUPATIONS AND PROFESSIONS

KENTUCKY BOARD OF HOME INSPECTORS
P.O. BOX 1360
FRANKFORT, KENTUCKY 40602


Hand Deliver: (get a signature)
The office is in Frankfort 2 miles from exit 53 off Rte 64. At exit 53, take 127N, go 1 mile to Rt 60E, turn right at the light on 60E, then go 1 mile to 2nd light, turn right onto Leawood.  The KBHI office is the second building on your left. 

BOARD OF HOME INSPECTORS
911 LEAWOOD AVENUE
FRANKFORT, KENTUCKY 40601



KBHI 2010                   KY License 2010

MISSING YOUR TAGS?
   License tags got clogged up over the last three or four months.
   The KBHI gave up on its old supplier.  It decided to buy its own license tag making equipment.  The gear has arrived!
    The new tags have an updated look (photo at top) -- but no lanyard hole punched.
     If you've been waiting for your license to arrive in the mail, give it a week or two (to let them get caught up; they're trying).  If you do not have new tags by then, call or email the KBHI.  www.bhi.ky.gov
CE Classes Every Month For Your Convenience

Schedule Your
2010 CE Classes


PLI offers CE classes every month in Louisville. Get all 14 CE hours for 2010! This year you must renew by the end of your birth month.

March 15th & 16th
April 10th & 11th
May 14th & 15th
(more information on our website www.pli4u.com)
New Classes for 2010.  

Remember: Send us your photographs of those unbelievable sights that keep home inspectors talking.
pli4u@aol.com.
Call  502-896-2020.
Provider #  KBHI:P-1001 CE-1002

PLI Benefits
                                                          GET IT ALL!
 
Only PLI delivers ALL inspectors needs.
ALL at incredible prices.

    ALL the Breaking News inspectors need.  Free!

   Hot topics and technical excellence in CE.
 
    One referral desk for all inspectors - with any SOP!

   Mentored "shadow" inspections -- just to get better.
 
    Contract reviews and updates.
 
   Experienced advice on handling 411 notices.
 
    Consults with local lawyers defending you.
 
   Expert witnesses for inspector and real estate cases.
 
     Manuals and handbooks - cheaper than the web!
 
   Tools (including IF) & safety gear - at PLI-only discounts.
 
   Top inspection software.  Save hundreds $!  With live help!
 
    Live problem desk.  Same day service.  Free to PLI grads.

 
   PLI speaks up for ALL inspectors at the KBHI.
 
How do you spell "Professional Backing 4 Professional Inspectors?"  PLI.
Join the pros now.  Register at 502-896-2020