Dear Readers,

Veterans within the industry readily admit that times are challenging for those in the valuation profession, but appraisers can go down several paths that might lead to a more productive and profitable business experience.

In short, appraisers are in control of their own destinies. They must proactively make their businesses recognizable and stronger, not wait for the results to automatically come to them. One way they can do that is through marketing.

A few years ago, I spoke to industry veteran Danny Wiley, now with Freddie Mac, who said proper marketing can go a long way in building and increasing the number of work assignments hitting an appraiser’s desk.

“Appraisers, for the most part, are technically sound,” Wiley told me. “However, when it comes to running a business, they’re like doctors. Some of them may be great doctors, but they are not good businessmen. And many appraisers don’t market themselves very well.”

When appraisers go to sales meetings, it seems as though speakers are always in need. Wiley would talk about appraisal issues at those meetings and then say, “By the way, here is a market survey about your area.”

“I never did one of those talks without coming away with at least two or three new appraisal assignments,” he said.

His goal at that time was to do a couple of talks a month. Wiley noted once an appraiser gets out in the circuit and gets good at it, he or she can establish important one-on-one business relationships.

“It’s just marketing,” Wiley reminded appraisers. “It’s relatively cheap marketing in that all it has to require is taking a bunch of business cards and maybe a box of doughnuts.”

Woody Fincham, of Fincham & Associates, who is also featured throughout this special report, says, “The best marketing strategy is to write a great report.  It is also being the appraiser in your market that runs towards challenging assignments and doing a good job.” 

We hope appraisers will make good use of our “Marketing Your Business for Success” special report and continue to thrive within the profession.

Your valued editor,

Mike Holzheimer

[email protected]

Enjoy more features included in the Marketing Your Business for Success report by clicking here.