Valuation Review caught up with American Society of Appraisers (ASA) CEO Johnnie White, who shared insights from his recent article “Qualifications Matter.” White discussed the importance of value, and other qualifications/ characteristics of the appraiser.

White stressed that the value of professional organization credentialing programs and membership, and new efforts to promote their differences are focuses of the ASA in developing appraisers.

He noted when it comes to valuing an asset, there is no room for error. Value matters, and so does the appraiser hired to make the value determination. An appraiser’s education and experience are the factors that can make all the difference.

“Professional organizations like ASA understand the seriousness of the profession and have never wavered from their commitment of requiring excellence,” White told Valuation Review. “Education, integrity, credibility and experience all factor into credentialing programs like the accredited senior appraiser (ASA) designation.

“Consumer clients and users of appraisal services can rest assured that the credentials after the name of an appraiser means they have been held to the highest standard in the profession,” the ASA CEO added.

Real estate appraisers who pursue credentialing programs and membership in professional organizations provide consumer clients and users of appraisal services with peace of mind the appraiser being hired has completed stringent criteria in education, experience and professional standards.

As an example, White pointed out that for the ASA designation this means that individuals have:

• Received over 100 hours of rigorous instruction.
• Passed four half-day exams.
• Completed Uniform Standards of Professional Appraisal Practice (USPAP) coursework and testing.
• Submitted a valuation report to a Board of Examiners.
• Fulfilled 10,000 hours of fulltime valuation experience.
• Adhere to a strict code of ethics.
• Pursue required, on-going professional education.

“Unfortunately, there is a general lack of awareness by consumer clients and users of appraisal services on why qualifications matter. Many only discover this after being involved in a costly legal dispute or prolonged engagement due to having to re-hire experts to fix previous errors,” White said. “ASA is looking to change this. The society has launched a new international public relations campaign to create awareness for consumers, users of appraisal services, law makers, and the media, that is designed to promote the differences and advantages of appraisers who have earned designations and belong to professional organizations like ASA.

“A key part of the campaign will feature member-provided photos of them in the field or office appraising a client’s asset in the background,” he added. “The purpose behind this is to humanize experts and help differentiate them from a commoditized perception. Member photos will be posted to leading social media networks with informative captions and links for more information. The campaign will also feature tailored e-mails to select targeted audiences, as well as a series of informational articles.”

Furthermore, White told us that the campaign will feature a nationwide radio media tour with interviews of himself with leading outlets across the U.S. domestic market promoting the trust, respect and experience credentialed professionals who belong to professional organizations like ASA provide. Through mid-May 12 interviews have already been recorded and/or aired reaching over one million listeners nationwide and in local Atlanta, Denver, Detroit, Houston, Las Vegas, and Raleigh, N.C, markets.

“ASA’s efforts to help create awareness that qualifications matter will not only benefit the intended targeted audiences, but also current appraisers and those looking to enter the profession who are considering the value of professional organization’s credentialing programs and membership,” White said.

White, also the ASA’s executive vice president, serves as an adjunct faculty member of Georgetown University and the Northern Virginia Community College.