3 common appraisal marketing mistakes and how to avoid them

Successful marketing isn't easy. Lukewarm messages will be ignored or not seen by decision makers in the first place. Overly aggressive messages might turn prospects off. You want to find that sweet spot where potential clients develop a positive perception of you and your services and decide to do business with you.

This article is part of the Marketing Classroom series

Marketing 101 for appraisers, the Appraiser Classroom is a dedicated page providing appraisers with all the latest how-tos, tips and tricks, and guidance to get high-fee, non-lender work. Click here to go to the Appraiser Classroom.

You'll need to be prepared, professional, determined, and avoid some common mistakes. Here are three of them:

1. Expecting too much
Your message isn't always going to reach its audience right at the moment they need to order an appraisal in your coverage area. And the nature of your business is such that there are few marketing messages you could send to make someone who doesn't need an appraisal order one anyway. (One exception, for example, is marketing to homeowners who may want to know what their largest investment is worth.)

When you send marketing material to potential clients, don't expect the phones to light up right away. Getting your name, phone number and/or website address in front of prospects regularly along with an effective message will prime the pump for when they do have work for you. Stick to your guns: Don't give up on a campaign that brands you just because nobody picked up the phone and ordered an appraisal in the two days after you sent it.

2. Failing to target your message
Not all your potential clients need you for the same reason. Many probably have mortgage loans they're trying to get underwritten. Some have homes they want to sell without the help of a real estate agent. Some need grandpa's real property valued as of the date of his death for probate purposes. Sure, there are marketing messages that are appropriate to all of these groups. You're fast, affordable and reliable, right? Something for everybody?

But the more targeted your advertising, the more effective it will be. Your mortgage clients want to hear you have a quick turnaround and want a reliable value. Your FSBO wants a reliable estimate of his sales price for a low fee, and is less concerned about turnaround time. Grandpa's executor and the probate court want you to be accurate and your turn time and fee are probably not big issues.

Get it? When you market to a particular type of potential client, speak to their pain. Your message will be more effective and translate into more orders.

3. Ignoring current clients
This is a big one. It costs a great deal more time, effort and money to acquire a new customer than it does to keep a good current one. Your current clients should be getting marketing from you regularly. You don't have to reintroduce yourself each time. You don't have to offer them a deal and cut into your bottom line. What you have to do is stay "front of mind."

Think about everything you know about your current clients that you don't know about prospects. You know they're in a position to order your services. You know (hopefully) they're not flaky and pay their bills when due. If they've ordered more than one appraisal from you, you know they're happy with your service. Why wouldn't you spend a significant chunk of your marketing efforts marketing to a client like that?

In the end, it's the appraiser that's consistent, persistent and wise about targeting the right people with the right messages who will greatly benefit from their marketing investment.

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