Are you looking to gain new clients and grow your business as a real estate appraiser? Perhaps you’re hoping to break into a new appraisal niche or begin offering new services? If so, you’ll want to know the best methods for your marketing your appraisal business. To help you out, we’ve put together this guide full of real estate appraisal marketing tips. Get strategies to reach new clients through digital marketing channels, in-person networking, and more.
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Marketing your appraisal business online
Traditionally, appraisers have grown their business mostly through word-of-mouth referrals and building relationships with industry professionals such as real estate agents, brokers, and lenders. But nowadays it is essential to have an online presence so that new clients can find you online.
Use your digital marketing channels—website, social media, email, and video—to establish an online presence. First, make sure that your website and social profile pages quickly communicate who you are and what you do. Then, take it a step further: Leverage your online channels to engage with clients, provide tips, enhance your credibility, and grow your network online.
Website
Use your website to develop a unique brand for your appraisal business. Choose a modern, mobile-friendly design and incorporate your business logo and brand colors to achieve a professional look that will make a great first impression. Be sure to cover the basics by clearly stating who you are, what services you offer, and how to contact you. Stand out from the competition by highlighting your specializations and unique qualifications—right on the home page.
You can build out your website content by adding SEO (search engine optimized) pages that describe and promote all the different services you offer, or even by adding a blog. Blogging can be a great way to demonstrate your credibility and help clients understand what you do. Need ideas on what to write about? Check out these “20 Topics for Your Real Estate Appraisal Blog.”
Social media
Social media is an essential part of any marketing plan in today’s competitive environment. Set up free social media profiles on platforms like Facebook, Instagram, Twitter, and LinkedIn to enhance your online presence and connect with people. Use these platforms to engage with current, past, and prospective clients by posting helpful tips and insights and answering questions related to real estate. If you want to take it up a notch, you can also invest in paid ads (e.g., Facebook ads).
Social media also offers opportunities for professional networking online. For example, there are various Facebook groups for appraisers that you can join, including the McKissock Appraisal Community (MAC)—exclusively available to McKissock members. These groups can be a great way to keep up-to-date on industry news, ask questions, connect with other appraisers, and even get referrals.
Become a member to gain access to the McKissock Appraisal Community (MAC) Facebook Group and many other tools and resources.
Email
Email marketing is another inexpensive way to promote your services. A monthly newsletter, for example, is an easy way to reach out to clients and establish a regular routine for marketing your appraisal business. Answer common questions, report on recent transactions in your local area, and provide useful information such as zoning changes. Be sure to mention your services and provide a prominent link to your website within the email newsletter.
Video
Video marketing can be an effective way to enhance your online presence and help people get to know you on a more personal level. You can use channels like YouTube, TikTok, and Instagram Reels to post videos on topics related to real estate and appraisal. For example, video topics might include “Day in the life of an appraiser,” “Common mistakes homeowners make,” and “Trending home upgrades in [your local area].” Any video content you create can also be added to your website and included in your email newsletter.
Marketing your appraisal business in person
While online marketing channels are powerful tools, you should also use in-person networking to grow your appraisal business. Sometimes the best way to drum up new business is to just get out and talk to people. Methods for in-person marketing include networking events, speaking opportunities, and phone calls.
Networking events
Most cities and towns throughout the U.S. offer real estate networking events where agents, title officers, appraisers, and other real estate professionals meet to discuss developments in the market and get to know each other. These are excellent places to meet people who could potentially send work your way.
Speaking opportunities
Look for opportunities to speak at networking events, conferences, and community meetings in your local area. This is a great way to introduce yourself to many people at once and gain credibility as an expert in your field. Pro tip: Any time you speak at an event, bring plenty of business cards to hand out so that people can reach out to you afterward.
Phone calls
It may seem old fashioned, but a live phone conversation is still a great marketing tool. Try calling local banks, credit unions, lenders, accountants, and real estate brokerages—or even stop by in person. Phone calls are also an excellent way to follow up on business leads and reach out to former clients to ask for referrals.
What’s the best way to earn those referrals? An experienced appraiser from our membership community says, “I’ve found that the best appraisers are ‘more than busy’ by providing insightful reports, on-time delivery, meaningful market analysis, and excellent customer service.”
Grow your network with McKissock Learning
Looking for ways to connect with fellow appraisers online? Unlimited CE Membership includes access to the exclusive McKissock Appraisal Community (MAC) Facebook Group. Join now to ask questions, start discussions, and get helpful updates and insights from leaders in the appraisal profession.
Grow your appraisal career and expand your expertise with McKissock’s Unlimited CE Membership.
Editor’s note: This post was originally published on January 28, 2022 and updated in December 2023.
