There are countless ways to market yourself as a real property appraiser. In fact, because there are so many avenues you could take to promote your business, you might feel a bit overwhelmed.
Rest assured, the best ways to market your appraisal services are the ones that work uniquely for you. They generate leads, fit your personality, and complement your communication style. Use this primer to help set the stage, get inspired, and learn how to build an appraisal business that soars into success.
Be sure to read The Power of Referrals: How to Generate Appraisal Business, too!
First, Understand Your Target Market
“People will sit up and take notice of you if you will sit up and take notice of what makes them sit up and take notice.” - Harry Selfridge
First, it’s important to determine who your ideal appraisal client is and consider their needs. How are your services the answer?
When you’re just starting your appraisal career, your ideal client could be, well, anyone who needs an appraisal. Your assignments might skew toward residential mortgage appraisals only and find you engaging with Appraisal Management Companies (AMCs) to generate appraisal work and gain experience. This is great! Hit the ground running, take these assignments, and let them lead you to new contacts and clients. This is how many new appraisers get their start.
If you’ve been in the industry a few years or more, however, you might lean toward specializing in a niche you enjoy. For example, you might love working with commercial property appraisals, land appraisals, litigation appraisals, or luxury real estate appraisals, to name a few.
Whatever career stage you’re in, take time to define your ideal client. Put on their “shoes” and learn about their needs and preferences when working with appraisers. Then, research the best ways to connect with them. This will help you create a plan for the next step – building relationships.
Your Primary Goal in Marketing: Build Relationships
“You can gain more friends in two months showing interest in other people than you can in two years trying to get other people interested in you.” - Dale Carnegie
What’s your most important goal when it comes to marketing yourself as a real estate appraiser? Build relationships!
Build meaningful relationships with people inside and outside of the real estate industry and you’ll be amazed at how business comes to you. This will take a bit of proactive work on your part, but it’s work that can be fun! Here are some ideas to begin networking and making connections with prospects.
Attend Local Real Estate Events and Trade Shows
Get your handshake ready and attend local and regional real estate events and trade shows. You can meet prospects (or those who can connect you with clients), get to know them and their needs, and get the word out about your services.
Join Professional Organizations
From the National Association of REALTORS® (NAR®) to appraiser associations and your local rotary club, joining professional organizations helps you expand your sphere, and your client leads.
Meet & Collaborate With Real Estate Agents & Brokerages
Don’t be a stranger to local real estate agents and brokers! Building these relationships is a win-win. Real estate agents and brokers love to learn more about how the appraisal process works, so they can better guide their clients. In turn, you’ll benefit from direct connections to clients who might need appraisal work in the future.
Stay in Touch With Past Clients
A cardinal rule in client service: Keep in touch with your clients! Set reminders to follow up with past satisfied clients periodically. You don’t have to be overly salesy, either. A simple catch-up conversation can lead to a referral and/or repeat business time and again.
Create & Maintain a Strong Online Presence
“If your business is not on the internet, then your business will be out of business.” - Bill Gates
Your online presence is your calling card. Don’t have one? People can’t find you. And in the digital age of Search Engine Optimization (SEO), online researching, vetting, and review-lurking, you should have an online presence. This is true no matter what career stage you’re in.
So, build and maintain an online presence you can be proud of. It’s not difficult! Use these easy strategies to get started.
Brand Yourself to Stand Out
“Your brand is the single most important investment you can make in your business.” - Steve Forbes
Every small business has something unique that makes it stand out from the rest.
What makes you and your services different from your competition? Take some time to think about it and develop your unique selling proposition. Where are your strengths? What makes others hire you over a competing appraiser?
For example, do you have a quick turnaround time with your appraisal reports? Are your fees competitive? Are you a savvy communicator with your clients? Are you an expert on the local real estate landscape?
These traits (and many others you define) are great differentiators for your services. They help instill trust, improve recognition, and build credibility.
Once you’ve defined your brand differentiator, infuse it into every aspect of your business, from your name to your phone presence, website, social media presence, networking activities, and more.
Here are a few ideas to help you get started:
- Name Your Business. Develop a memorable name for your business that signifies your brand.
- Create a Logo. Design a custom, eye-catching logo that sets your communications apart.
- Brand Your Website. Revamp your website to showcase your brand and services.
- Use Social Media. Be active on social media and share content that helps build your brand and following.
- Send E-Newsletters. Create an e-newsletter where you can share appraisal news, info about your projects, and promote your services.
- Speak About Your Services. Look for opportunities to share appraisal knowledge – and info about your services. Consider visiting real estate brokerages and speaking or exhibiting at local business conventions.
Let Your Exceptional Service Speak For Itself
“Be well, do good work, and keep in touch.” - Garrison Keillor
Above all, quality appraisal work and exceptional client service speaks for itself. Build a reputation for great appraisal work and client service. Be responsive. Be reliable. Produce high-quality appraisals, and always have a learner’s mindset to improve your skills. (It’s what appraiser CE is for, after all!) This is half the battle in appraiser marketing.
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