Appraisers spend a great deal of their time working to provide their clients with credible and reliable opinions of value, but it’s also important to take time to market themselves and their business.
By investing the time to develop a marketing plan, valuation professionals have the opportunity to grow their business and potentially to expand their earning potential.
Make the Website Informative and User Friendly
Online tools offer exceptional opportunities for professionals and business owners to grow their presence and to position themselves in the marketplace. A May 2016 study found that 36 percent of people may choose not to do business with a company that doesn’t have a website. The same study showed that 63 percent of people 55 and older want to see a business owner’s photo and a company history featured on the website. Consider using a free website builder to get the business online.
Grow Online Presence with Social Media
Social media allows business owners to communicate directly with their customers. There are more than 2.3 billion active social media users in the world, and studies show people aged 55-64 are more than twice as likely to become engaged in social media branded content than those who are 28 or younger. Consider using social media to highlight professional achievements or to underscore expertise in the valuation profession and in any specific practice areas.
Network with Peers
In today’s increasingly connected world, it’s easy to send a quick email or make a phone call to a colleague, but studies show 84 percent of survey respondents say they prefer face-to-face meetings. Having conversations with peers can facilitate creativity and brainstorming. Attend local networking events and find ways to discuss new perspectives and ideas with those who have shared professional interests.
Get Involved in the Community
One way to grow awareness of a business and retain customers is by volunteering time or contributing to local causes. Nearly 90 percent of companies find that employees who volunteer their time feel positive engagement with their employer. Beyond employee engagement, adding the company’s name to local initiatives can show that the appraiser and company are invested in the community’s growth.
There are many easy and cost-effective ways to promote an appraisal business locally and online. Take the time to stand apart from the competition by developing a marketing plan that fits the company’s needs.
Are there other ways valuation professionals can work to market their business? Share your “opinions of value” in the comments below!