Where your competition is in Michigan
The largest concentrations of home inspectors in our Michigan data are in Grand Rapids, Detroit, Kalamazoo, Sterling Heights, Lansing, Traverse City, Livonia and Ann Arbor. Competition for the map pack is heaviest there, and so is the reward: the same review count that dominates a small town is invisible in Grand Rapids.
The map pack in Michigan
Google shows three businesses in the map pack for a search like "home inspection business near me" in Grand Rapids. In Michigan the shops that hold those spots usually sit near the 90th percentile, 71 reviews, not the median. 8.7% of Michigan home inspectors have passed 100 reviews; the other 91.3% are competing for whatever is left below the fold.
The website gap in Michigan
Website presence in Michigan: 54.8% of home inspectors link one, 45.2% do not. The national figure is 35.4% without. Google and the AI answer engines both use the site to confirm what you do and where, so a missing site costs more than the leads it would have produced on its own.
How Michigan compares
Of the 51 states in our data, Michigan ranks 8th for the number of home inspectors, 15th for median review count, and 26th for the share with no website. The review bar is higher than in most of the country, so plan on a steady review habit rather than a one-time push.
| State | Listed | Median reviews | No site |
|---|---|---|---|
| Michigan | 624 | 2 | 45.2% |
| Illinois | 668 | 2 | 47.6% |
| Indiana | 346 | 3 | 45.1% |
| Iowa | 167 | 0 | 58.7% |
| Kansas | 158 | 2 | 45.6% |
| Minnesota | 364 | 1 | 45.3% |
| Missouri | 333 | 1 | 48.6% |
| Nebraska | 97 | 0 | 56.7% |
| North Dakota | 53 | 0 | 56.6% |
What to do first in Michigan
- Put up a real website if you are in the 45.2% without one. Service pages, city pages for Grand Rapids, Detroit, Kalamazoo, tap-to-call on every screen.
- Set a review velocity. One review per job day, asked at the door, moves a 2-review shop past the Michigan 75th percentile (17) within a year. The guides have the scripts.
- Finish the Google profile: primary category, every service you offer, real job photos, and hours that match reality. It is free and it is where Michigan customers decide.
- Follow up every lead within five minutes. Speed to lead beats ad spend in a trade where the customer is collecting three quotes. The calculator shows what slow replies cost.
- Then, and only then, spend on ads. Pointed at a profile with 2 reviews and no website, ads pay for your competitor's education. Pointed at a finished profile, they work.
The full national picture, with percentiles, ratings and hours, is in the benchmark report. The method is on the about page.