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Getting the Word Out: High-Profile, Low-Cost Marketing for Appraisers could be just what you need to jump-start your appraisal business. Using real world examples gleaned from interviews with successful appraisers, this text provides insights into marketing strategies that have worked for other appraisers and can work for you.
The handbook explains what marketing means to appraisers, who traditionally have shied away from hard-sell tactics and obvious promotional efforts, and discusses why appraisers must cultivate a marketing attitude and introduce subtle changes in their operations that will help them retain existing clients and reach out to new ones.
The guide gets down to basics, showing readers how to survey their clients to find out what they are doing right and, more importantly, what they are doing wrong. Appraisers can learn how to use scenario building to anticipate future market events and plan appropriate responses, as well as garner advice on building a network of contacts and maintaining a high profile in the business community. The text encourages practitioners to educate potential clients by teaching seminars, writing articles, giving speeches, and developing press releases, newsletters, and public service announcements. Samples are presented to help you get started. Finally, the handbook gives pointers on personal style, good service, sound work habits, and overall professionalism- the little things that can help you make a good impression.