Marketing Strategies - Discussing this Directly

[Brooke Carr]

I've been doing a search on this site for marketing advice, I've found several ideas which are really appealing. The problem is that this searching is too time intensive, finding bits & pieces of advice from piles of old threads. I'm going to post here what I've found, and I hope some of you can add to this new ideas.

First, however - if CCooper or DH Wilson are reading this - I've requests of you both specifically. DH Wilson, I would really like to see your website. You talked about cookie cutter sites, and I am trying to go into Alamode's XSite without using their layout. (all my competetors are using this and it's the same site over & over again.) CCooper, I would truly appreciate a copy of the format you use for your synopsis newsletter. None of my competetors have this, and I think it's a brilliant idea. My email is beme@huxcomm.net if either of you are willing to grant me your information.

Here's what I've found - please add more if you've got ideas that work and aren't listed here. (I am omitting word-of-mouth and doing high quality work that sets you above competetors not because they aren't pertinant, but because it isn't a cut & dry marketing strategy)
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auto program which sends out "available for immediate assignment" when business is slow. Send out on email or fax.

thank you note with delivery of report

business card at every home you inspect

grand opening announcement - brokers, banks, realtors

market synapsis newsletter, send to lenders & realtors

face to face marketing; hand deliver fliers / brochures

post cards may be cheaper than brochures, just as effective

offer desktop/measuring services to realtors w/ photos

AppraisalUSA.com place ad & Internet yellow page listing

Appraisal kit for lenders / realtors


I wanted to talk about different marketing approaches directly, because too often in these types of threads, the ideas stop as the conversation gets bogged down by requests for information.

I've been in the real estate industry for 11 years now as an appraisal assisant; including 6 years as a realtor, and 2 as a real estate broker. I'm about to open shop in appraising and am (obviously) trying to get a better grasp of the marketing aspect of business, it's never been my strong suit, so I need to "study" up.

 

[Mike Boyd]

The best way to get assignments is promising(and delivering) rapid turn times, an accurate, well documented and supported report.

First, though, you have to get the order. My experience has been that asking loan officers for their business face to face wil get more orders than thousands of dollars worth of advertizing. I don't think a web site will get ANY business. You've been selling real estate. In doing so, you must have met dozens of loan officers. Contact them and ask if they remember you. Explain what you are doing now. You also need to let all the agents who previously looked at you as a competitor know that you no longer are trying to sell real estate and that you are appraising only. You need those agents on your side because if they bad-mouth you to lenders, you will never get any lender orders.

The only type of advertising that I have found to be effective is Yellow Pages. Buy an add in every community you do business in. Phone books are not doing you a favor when they have listings under Appraisers and another one under Real Estate Appraisers. Some prospective clients will only look in one place and if you are not prominent in that place, they will pass you by. So, you must advertise in both sections. If you can get a toll free number that would be good if you cover a wide area. I would not list my address in an add in a community other than my home base......just the phone numberr.

 

[xm2841]

I cold call, every chance I get, simply ask for a loan office and start talking, they will tell you what they want, its generally the same, turn time and of course an appraisal to make thier loan work. Of course they all have a go to appraiser already. That said there has to be a way to differentiate your company from all the others just like yours. In my market I sell my experience and my website. Im in the south so not everyone here is "up to speed" on websites, I offer online ordering and have invested in big fancy cell phone. They order the appraisal on my site and the order hits my pocket in 30 seconds flat, I reply immediatly and call the homeowner. In a market like this, that kind of service is unheard of, they are getting 5-7 day + turn times.
I was a former branch manager for 15 loan officers so its easy for me to speak to the loan officers, I know how they think, and what they are going to say before thay say it. I would think your former career has you at an advantage as well.
The above has given me the best results so far, the sites where you list yourself are so/so. maybe 10% of MY work, MAYBE, will come from that.
I built my own site (had it built). I dont like alamodes, its too busy... you only need the basics, speaking from experience (former career).
www.accentappraisalservices.com the logo matches the cards, along with the color scheme, and i may add that ive had several compliments.
Of course get on your local banks appraisers lists too, ask a good contact if they know anyone who they think you should speak to and how to get on thier RADAR.

--JW

 

[PamPearsall]

Brooke,
I see you listed “Appraiser Kit for lenders/realtors” That sounds like a great idea; does anyone have any ideas/suggestions on what should be in an appraiser kit?

Pam

 

[bryanknowlton]

I would use google adwords or yahoo search marketing if you can pay $1.00 or less per click. Make sure you target only your market area with keywords like Central Iowa appraisals, county names, etc...