Appraisers Need a Website Too
April 18, 2018 |
If you have your own appraisal business or plan to start one once you’re licensed, you need to reach prospective clients. You need to meet them where they’re searching for your service. In today’s digital age, that place is the internet. As part of an all-around internet marketing campaign that includes social media and advertising, you need a website that promotes what you do and lets people find you. But what elements do you need on your website, and which should you omit? Here are a few things to consider.
This is important because people like to get to know who they’re working with. This can be accomplished right on the home page, on a sidebar, or on an About Me page. You should include here any pertinent information on your qualifications, education, and experience. List any professional organizations you belong to like the Appraisal Institute, the American Society of Appraisers, the MLS, and the National Association of Real Estate Appraisers. Check to see if they have logos you can use free of charge on your website as well.
Even if you are just starting out, you will have some experience through your apprenticeship. Just be sure not to call out your mentor’s specific clients. You can say you have experience with certain types of appraisal reports and situations, just not who you worked for unless your mentor doesn’t mind, of course. Be sure to mention if you have any specialized expertise, like REO properties or construction appraisals.
Also be sure to include some information about yourself, married, family, background in the local area and such.
A List of Services
This is where you want to list the type of work you are offering to do. This could mean residential vs. commercial, full reports, drive-bys, and so on. Be sure to list turn-around times and any options you might offer. This is also a great place to list what areas you are willing to work in and if there might be an extra charge to go out of that coverage area.
There are pros and cons to listing your fees for each type. On one hand, it shows people upfront what the charges are going to be and if they don’t agree, then no one wastes any time. On the other hand, if you don’t list fees, or are vague about them, people may call and try to make personal contact. This gives you the chance to sell them on you and your company. Also, consider mentioning incentives like package discounts and such to entice corporate clients. Make sure you always leave the option open for negotiation.
This is also where you will want to link to your Contact Me page. This allows prospective clients to reach out and either get more information or get a call back from you.
Content is King
While all of the above is content, this section refers to things like having a blog and pertinent articles that would interest your reader. Not only does this engage people, it also helps your search engine optimization (SEO). Having relevant blog posts that use select keywords help in developing your online presence. This way, your company stands out when someone looks for appraisers in your area.
When starting an appraisal business, or running an existing one for that matter, there’s a lot to think about. But don’t overlook the need for a well-designed and attractive website. Anything that draws in the clients and gives you a leg up on the competition is worth the investment in time and money to do it right.