Marketing as a freelance CFI

[dasleben]

Hey guys,

I was recently approached by the owner of a local flight school (who was a passenger on a recent flight of mine) about doing some part-time flight instruction for them. I was offered $20/hr, and as you might imagine I passed on that pretty quickly.

But, that got me thinking about doing some freelance work on the side. Apparently the local schools are pretty busy, and there's a fair amount of GA in the surrounding area. The only issue is this: I've been finding that $20-$30/hr is pretty much the going rate for a lot of freelance and non-freelance CFIs in the area. Personally, with a day job that pays my bills just fine, it's not worth my while unless I'm charging $50/hr. This isn't about flight time to me. It's just the money.

The problem is actually getting that rate from prospective students when the going rate in this area is nearer to half that. Does anyone have any ideas about how to market oneself as a more "experienced" CFI for advanced training for aircraft owners? Not saying I'm a hugely experienced pilot, but I do feel that I should charge more than the 300 hour CFI at the local school. Word of mouth I'm sure is by far the best way to do it, but I don't have a reputation around here yet. I need a way to market myself without that at first, without dropping the rate.

Any ideas? Thanks all.

 

[shdw]

Any ideas? Thanks all.

In the next couple weeks my site will allow you to build a profile. You can put that link on a business card and use that for advertisement. If you aren't looking for anything big, this might be a good start. It is all free and doesn't require use of the course.

From there you will have a private forum, access to wiki's you can edit and direct your student to, and a personal calendar to handle scheduling.

 

[tgrayson]

that. Does anyone have any ideas about how to market oneself as a more "experienced" CFI for advanced training for aircraft owners? Not saying I'm a hugely experienced pilot, but I do feel that I should charge more than the 300 hour CFI at the local school.

Well paid professionals aren't that cost-conscious. When I was going through training, I wasn't even slightly concerned about the rate I paid my instructor. I would have happily paid just about anything as long as I thought I was getting a higher level of quality.

That said, I never found much correlation between experience and instructional quality. These days, I'd recommend to someone that they pay more for someone who was reliable, organized, and demanding, rather than someone with lots of flight hours.

 

[shdw]

These days, I'd recommend to someone that they pay more for someone who was reliable, organized, and demanding, rather than someone with lots of flight hours.

Touche! I would also add: Has a desire to teach and see you learn.

 

[DenverPilot8]

$50 an hour really? in my opinion that's pretty high. I don't know if I would want to pay someone who is teaching just for the money. It would give them incentive to make your training drag out longer.

 

[floridaCFII]

$50 an hour really? in my opinion that's pretty high.

Not really... do you know how much people pay experienced golf pros, etc? You're teaching people how not to kill themselves while operating their $500,000 airplanes. I personally think that's worth $50/hr...

 

[dasleben]

In the next couple weeks my site will allow you to build a profile. You can put that link on a business card and use that for advertisement. If you aren't looking for anything big, this might be a good start. It is all free and doesn't require use of the course.

From there you will have a private forum, access to wiki's you can edit and direct your student to, and a personal calendar to handle scheduling.

Thanks for the info. I'll check it out when you've got it up.

That said, I never found much correlation between experience and instructional quality. These days, I'd recommend to someone that they pay more for someone who was reliable, organized, and demanding, rather than someone with lots of flight hours.

I absolutely agree. I was a full-time instructor at one point, and have about 800 hours of dual given. It's not a ton, but it'll do.

I don't know if I would want to pay someone who is teaching just for the money. It would give them incentive to make your training drag out longer.

Well, what's worse? The guy who does it only for the flight time so he can move up (most CFIs...I was just as guilty), or the guy who does it for the money? I'd say the latter is probably the lesser of the two evils. My outlook with flying at this point is that I don't blow my nose at work without charging someone. Nothing wrong with that. That's what professionals do. :dunno:

 

[minitour]

I don't know if I would want to pay someone who is teaching just for the money.

I'm curious. Why do you go to work?

-mini

 

[Inverted25]

I think if you want to get that higher pay you offer something they can't offer. Become a expert in glass cockpits, or become an expert in whatever high performance airplane there is alot of in your area. Aerobatics is another one. Or offer accelerated programs for airplane owners. Say IFR rating in 10 days. Something that sets you apart from the flight schools. Also get out there and get to know people. Word of mouth as you said, will be your best friend.

 

[TheBritishBaron]

Well, what's worse? The guy who does it only for the flight time so he can move up (most CFIs...I was just as guilty), or the guy who does it for the money? I'd say the latter is probably the lesser of the two evils. My outlook with flying at this point is that I don't blow my nose at work without charging someone. Nothing wrong with that. That's what professionals do. :dunno:

I agree. Although I do my best as a CFI to teach students and see that they succeed, I cannot negate the money earned. I charge student accounts whenever I am able under SOPs; ie.- no show fees, preflight and postflight ground fees, ect. This is not unethical, so long as there are no charges made which hamper student progress, nor does it show a lack of caring on the side of the instructor. The bills gotta be paid somehow

 

[StrykerINF]

That said, I never found much correlation between experience and instructional quality. These days, I'd recommend to someone that they pay more for someone who was reliable, organized, and demanding, rather than someone with lots of flight hours.[/QUOTE]

Glad someone agrees with that. I find that a lot (not all) of flight instructors with thousands of hours honestly don't care. I did a checkout flight for an airplane with sort of a "chief flight instructor" from a local FBO who couldn't/wouldn't keep the airplane in slow flight within 100 ft because well.. he didn't care. Kept thinking to myself, "wow... really???" My suggestion.. just charge what you will.. try somehow to build a reputation and you'll get the business eventually. If you're tough and demanding then a student is going to know that they are getting the best service they can get.

 

[dasleben]

I think if you want to get that higher pay you offer something they can't offer. Become a expert in glass cockpits, or become an expert in whatever high performance airplane there is alot of in your area. Aerobatics is another one. Or offer accelerated programs for airplane owners. Say IFR rating in 10 days. Something that sets you apart from the flight schools. Also get out there and get to know people. Word of mouth as you said, will be your best friend.

Great points, thanks. I do have a fair amount of glass time...hmmm. It's been 3 years or so since I've flown GA style glass, though (like a G1000), and I don't have much of that (maybe 10-20 hours).

I agree. Although I do my best as a CFI to teach students and see that they succeed, I cannot negate the money earned. I charge student accounts whenever I am able under SOPs; ie.- no show fees, preflight and postflight ground fees, ect. This is not unethical, so long as there are no charges made which hamper student progress, nor does it show a lack of caring on the side of the instructor. The bills gotta be paid somehow

Exactly. It was beat into my head early on as a CFI to bill for everything. After all, lawyers bill clients for even looking at paperwork. It's just something professionals do. I used to catch flak from students though when I worked at a 141 school, unfortunately. I used to charge from the time they were scheduled until the time that we finished (less .3 for their preflight), no questions asked. Students used to then complain that I billed more than any of their other instructors. Turns out the other instructors were just tagging on .3 or .4 to the hobbs time and leaving it at that. I'd charge .7 or .8 (which was much more realistic). I tell ya, we pilots are our own worst enemies.

 

[jrh]

:yeahthat: to pretty much everything in this thread.

Don't market yourself in spite of a higher fee...just market yourself, period.

Pass out business cards, post flyers, get involved with local aviation activities, etc. Do the same things that are effective for the other instructors.

When somebody asks your rate, tell them $50/hour without flinching. Don't apologize for it or start explaining why you're worth it. Just tell them the rate and move on.

If they ask why you're more than the other guys, tell them why.

If they tell you you're too expensive, tell them they're welcome to fly with another instructor.

 

[jrh]

Great points, thanks. I do have a fair amount of glass time...hmmm. It's been 3 years or so since I've flown GA style glass, though (like a G1000), and I don't have much of that (maybe 10-20 hours).

Please don't market yourself as a glass expert then.

 

[dasleben]

Please don't market yourself as a glass expert then.

I have another 600 hours of glass jet time if that helps matters.

But no, really, right now I'd be more of an "expert" at flying through junk weather in junk airplanes with junk round dials.

 

[Inverted25]

Please don't market yourself as a glass expert then.

:yeahthat:



The quickest way to loose business is to say your an expert in something and than have a student know more than you. Word gets around pretty quick and soon you wont have anyone flying with you. If you are going to specliaze or promote one particular kind of instruction make sure you are truley an expert at that.

 

[DenverPilot8]

I'm curious. Why do you go to work?

-mini

I go to work to make money of course. But I'm not directly responsible for the career progress of others. Why when everyone else in his area is charging $20 is he worth $50. Yeah if I had my own $500,000 airplane maybe I would in enlist a more experienced instructor. But a regular Private or Commercial student trying to make this a career has their own bills to pay plus flight school cost to pay. Cost is a real issue with most people. I would want an instructor who is actually interested in helping their students and not strictly trying to make money. When they already have a ob to "pay the bills". He siad it wouldn't be worth his time for anything less.

 

[Chief Captain]

Exactly. It was beat into my head early on as a CFI to bill for everything. After all, lawyers bill clients for even looking at paperwork. It's just something professionals do. I used to catch flak from students though when I worked at a 141 school, unfortunately. I used to charge from the time they were scheduled until the time that we finished (less .3 for their preflight), no questions asked. Students used to then complain that I billed more than any of their other instructors. Turns out the other instructors were just tagging on .3 or .4 to the hobbs time and leaving it at that. I'd charge .7 or .8 (which was much more realistic). I tell ya, we pilots are our own worst enemies.

I agree 100% that pilots do a LOT of pro bono work. The industry needs to abandon this crap of only paying for Hobbs time. At the same time, did you really spend 45 minutes with each student without the prop turning?

From my experience:

Arrive early and preflight
Walk to the plane and discuss lesson with the CFI and get settled in (0.1-0.2)
Fly for ~1.5
Debrief (0.1-0.2)

So on most flights, I spend no more than 0.5 with the instructor out of the plane. Not saying you're cheating your students, but when you charge that much ground per flight, some students may feel like they're being taken for a ride, and that will negatively affect the word of mouth marketing.

If you feel you can easily explain those extra 6 minute blocks because of your teaching method, then very good. However, make sure your students never feel like you're tipping yourself by adding a few extra tenths.

I'm the sort of student who won't think twice to pay more for quality training, but at the same time, I don't fly with CFI's who I think are milking their students.

 

[dasleben]

I go to work to make money of course. But I'm not directly responsible for the career progress of others. Why when everyone else in his area is charging $20 is he worth $50. Yeah if I had my own $500,000 airplane maybe I would in enlist a more experienced instructor. But a regular Private or Commercial student trying to make this a career has their own bills to pay plus flight school cost to pay. Cost is a real issue with most people. I would want an instructor who is actually interested in helping their students and not strictly trying to make money. When they already have a ob to "pay the bills". He siad it wouldn't be worth his time for anything less.

Hey now, I never said I don't care about the students. I'm still good friends with a couple of my former students, and keep in contact with a number of others. In fact, one of them even walked my resume into my current company when I was furloughed from my 121 job. If I was a bad instructor who didn't care, I wouldn't be where I am today.

I am considering doing this for the money, yes. However, that doesn't mean that I'd be uncaring to the students. It's not worth my time for anything less because any time billed at less than $50/hr would be better spent simply picking up open flying at my day job. It's strictly a financial decision on my part. That's why I passed on the $20/hr offer.

And to be honest, I'd prefer to have students who are wanting to get into aviation as a career. In fact, that'd be the clientele that I'd charge the most to. I fly professionally, and have a background in 121 and 135. That's marketable experience to career-oriented students. Want to really learn how to fly nice tight single-pilot IFR? Sure, I'll teach you that. For $50/hr.

 

[The Gardener]

I go to work to make money of course. But I'm not directly responsible for the career progress of others. Why when everyone else in his area is charging $20 is he worth $50. Yeah if I had my own $500,000 airplane maybe I would in enlist a more experienced instructor. But a regular Private or Commercial student trying to make this a career has their own bills to pay plus flight school cost to pay. Cost is a real issue with most people. I would want an instructor who is actually interested in helping their students and not strictly trying to make money. When they already have a ob to "pay the bills". He siad it wouldn't be worth his time for anything less.

I think the OP's point was to market himself to a different clientele than the average student pilot.

Just for the record however, what are the skills that you will learn to keep yourself and your passengers alive, as well as better your career worth to you? $10, $20, $30, $40?