Marketing Smart

Editor's Note: Appraiser Robert Goldt shares some of his 22+ years of marketing experience in the story below.

Marketing Smart
by Robert Golt, founder of AppraiserScout.com
 

Appraisers often times find themselves laughing under their breath at homeowners who think they understand the value of every home on their block just because they own a home. In our own practices we believe that we understand the complex concepts of marketing and advertising just because we purchase products or services. In reality, some of us know as little about marketing as homeowners know about appraising.
 

Marketing and advertising, with all its facets, are unique professions that require a good bit of education and/or experience to be successful. In 22 years of appraising I've run across several techniques, by trial and error, which may help in promoting your business.

Overall, I've found that the real key to successfully marketing my appraisal business is knowing what I can do for myself and when it pays to hire a professional.

Do it Yourself- Cold Calling
The face to face meet and greet technique is the most commonly used method of obtaining new business for most appraisers. The key to a successful "cold call" is to keep the message brief, concise and pertinent to the needs of the potential client. There is a reason why television ads are only 30 seconds.

It has been shown that we operate in two states of awareness: marketers refer to them as the "alpha" and "beta" modes.  Generally, when we watch television commercials (or perhaps listen to our spouse) we are in beta mode. The beta mode is a default status, where we are not really assimilating any new information; mostly, we are just watching the pictures go by.
 

In order for someone to receive new information, they have to be in alpha mode. You may have seen a product advertised on television recently with a rather annoying commercial that just keeps repeating the same phrase: Head On.  The advertiser does this to get your attention, in other words, to nudge you from beta to alpha mode where you can receive new information. After a commercial, ask yourself whether you know what the product does. If you do, then the ad probably did what it was intended to do.

On Hold Messages
Nothing is worse than dead air when you're on hold with a company. If nothing else, put a radio on your system. There are several companies that will provide text and professional voiceovers to promote your product. This is an inexpensive way to introduce new products or services while you have people already interested in your company.
 

Brochures and Handouts
Brochures and other types of handouts can be printed in house or by the company that prints your business cards. They are a lot less expensive than you may think and are essential so the client has a way of getting in touch with you when they need you. Make sure you leverage its power by opening it up, showing it and discussing the benefits of keeping it. This will help increase the chances that it doesn't end up in the trash can once you leave. (If making your cold calls by phone, the brochure is sent via email or mail.) Brochures are good for listing your service areas, prices, products and turnaround times.