Why Your LinkedIn Presence Is Now a Core Part of Your Business Identity

By Richard Bliss | For the Appraisal Institute 

Let me ask you a direct question: When was the last time someone hired you without looking you up online first? 

If you're like most appraisers I work with, you earned your MAI, SRA, or other designation through years of hard work, rigorous study, and real-world experience. You've built your reputation through quality work and word-of-mouth referrals. And that was without the need for LinkedIn. So why should you care about LinkedIn now? 

Because here's what's happening right now: a potential client Googles "commercial appraiser in [your city]." Your name comes up. Lots of reasons why. Maybe through a referral, maybe through your firm's website,maybe through the Appraisal Institute's Find an Appraiser directory. What do they do next? They look you up on LinkedIn. 

And what they find there shapes their decision before you ever speak with them. 

LinkedIn Is Business Media, Not Social Media 

I know what some of you are thinking. "LinkedIn is just another social media platform. I don't have time for that." I understand the hesitation. But here's an important distinction: LinkedIn isn't Facebook or Instagram. It's not about posting vacation photos or arguing about politics. LinkedIn is a business platform where professionals establish credibility and make business decisions. 

Think about it this way: Your LinkedIn profile is now your first impression. Before the handshake, before the phone call, before the proposal, your profile is working for you or against you. It's either reinforcing why someone should hire you, or it's raising doubts. 

Your Designations Tell a Story, But You Have To Let Them 

You worked incredibly hard to earn your AI designations. They represent thousands of hours of study, examination, and demonstrated expertise. Unfortunately, most appraisers bury their designations in a list of credentials that means nothing to potential clients. 

Your client doesn't know what "MAI" means. They don't understand the rigor behind "SRA." They see letters after your name and move on. And yet, you can help them understand the value those letters represent. 

Your LinkedIn profile is the place where you can translate your credentials into value. Not just "MAI" but "Certified to appraise complex commercial properties with the highest level of expertise recognized in the industry." Not just "20 years of experience" but "Trusted by lenders, attorneys, and property owners to deliver accurate valuations when the stakes are high." 

The Search Has Changed 

Gone are the days of keyword lookup: LinkedIn's search now uses artificial intelligence to match professionals with people looking for their services. When someone types "I need an appraiser for estate planning" or "commercial property valuation expert," LinkedIn's algorithm no longer looks at keywords. Instead, it reads your entire profile to determine if you're the right fit. 

This means your profile needs to speak to real client needs, not just list your credentials. The artificial intelligence is acting as a matchmaker between clients and professionals. If your profile doesn't clearly communicate what you do and who you help, the algorithm can't connect you with the right opportunities. 

Small Steps, Big Impact 

I'm not asking you to become a social media influencer. I'm not suggesting you post every day or build a massive following. No one really has time for that. I am asking you to take your LinkedIn profile seriously as a business tool. 

Start here: Look at your profile through a potential client's eyes. Does your headline say more than your job title? Does your About section explain the value you provide? Can someone understand in 30 seconds why they should hire you? 

Your expertise is real. Your reputation is earned. Now make sure your digital presence reflects that. 

Join Richard at the Appraisal Institute’s 2026 Annual Conference to learn more. Register today.  Richard Bliss is a LinkedIn strategist and the author of Digital-First Leadership. He will be presenting at the Appraisal Institute’s 2026 Annual Conference in Nashville on April 14. His sessions will provide practical, tactical strategies for building your brand and expanding your influence on LinkedIn.