Monday, June 26, 2017

How Do I Market My Appraising Business?

You’re an appraiser – you can spot a fake Picasso, tell the difference between Ming dynasty porcelain and Qing dynasty porcelain and recite the USPAP manual front to back. But do you know how to attract new customers to your business? With changes like the explosive popularity of social media and the addition of new millennial collectors to the market, growing your appraising business looks a lot different than it did even five or ten years ago.

To keep you up to date, here are a few tips and resources, and even a tutorial video, that will help you show off your ISA credentials and connect you with more clients.


Step 1: Attract More Customer Leads with a Compelling Appraiser Profile


When looking for an appraiser, the first thing many of your potential customers will do is search online. In fact, the Find an ISA Member search tool gets over 2500 page visits per month. What are visitors seeing when they come across your profile? The best way to get noticed is to make sure your profile is updated with all your most recent information.

To update your profile, simply log in to the ISA website and click “Manage Your Profile.” Add a picture, bio and your specialties to make your profile stand out. Don’t forget to add your location so customers near you can find you easily!

An example of a great profile in the Find an ISA Member search tool


For more detailed instructions on updating your profile on the ISA website, read our blog post with screenshots and more.

Step 2: Get Reading! Take Advantage of Free Marketing Guides


If you’re a member of ISA, you have access to the ISA Means Business Toolbox, which is a set of resources designed to give you all the information you need to connect with customers and market your business.

Step 3: Download Pre-made, Customizable Resources


To save you time, ISA has put together a number of downloadable resources that will help you get your marketing campaigns up and running within minutes. It’s as easy as clicking the download button and customizing as necessary.

  • Show off your credentials with ISA member logos, perfect for your website and social media
  • Create a professional advertising campaign with ready-made artwork with space for your logo and bio.
  • Let the public know why it’s important to choose an educated and certified appraiser with a brochure complete with your logo and business information.
  • Give a professional presentation on personal property appraising with a ready-made PowerPoint.

Step 4: Connect with Other Appraisers


Join us at one of our educational events, follow ISA on Facebook and Twitter, and get involved with the ISA Ambassador Program.

One of ISA’s best resources is its membership and collegial atmosphere, with many people ready to share what they know about appraising and marketing with you.


Need More Help? Watch our Marketing Resource Tutorial


We’ve put together a short video tutorial that gives you a tour of each of the benefits included in the ISA Means Business Toolbox, from downloading assets for your site to customizing your brochure. 

ISA’s goal is to ensure that each of its members has the tools they need to bring in customers and display their knowledge of appraising. We always have more tools on the way, so keep an eye on the ISA Now blog and the Toolbox for future updates. If you have a specific business need that ISA can help with, feel free to email us at info@isa-appraisers.org.

Wednesday, June 14, 2017

Ask an Instructor: June Office Hours Follow-Up

ISA members are invited to send in their questions on all things appraising and education to ISA's instructors. One of ISA's instructors will share answers on the ISA Now Blog. Please send questions to directorofeducation@isa-appraisers.org.

Thank you to everyone who participated in the June 6th Office Hours webinar. I was very pleased with the great attendance and the thoughtful questions that our participants asked. I hope that everyone was able to learn something new, receive clarification on a particular point, or confirm that they have been doing something the right way. The next free Office Hours webinar is scheduled for December, but in the meantime, please do not hesitate to contact me or one of your ISA instructors for assistance. We’re happy to help! Here are a couple of questions and answers that were shared on the webinar:

Question: Is there a place on the ISA website to download the most recent checklists?

Answer: Yes! If you are an ISA member, then you can access the Forum on the ISA website. The Education section will have the most recent ISA appraisal report writing checklist available for you to download. The current version is the 2016 checklist. As changes will be coming for USPAP in 2018, the Education staff will update the checklist as needed and send to the membership to make sure our appraisal reports remain in compliance with USPAP.

Question: When a report is signed by more than one appraiser, are they equally responsible for the contents of the report even if they only contributed to one section (i.e. fine arts, furniture)?

Answer: As currently written in USPAP Standards Rule 8-3, each personal property specialist signing the certification is responsible for all aspects of the appraisal. This rule remains in effect through December 31, 2017. That said, this is one of the USPAP changes for 2018-2019. The adopted revision adds disclosure of roles each appraiser has in an assignment, limiting their responsibility to their respective role, not all roles/assignment results. This revision will go into effect on January 1, 2018.

- Meredith Meuwly, ISA Director of Education

See What's Hot in Design in Dallas This July!

Marcus Wardell, ISA AM
Come to Dallas for the three-day Modernism: Design, Furniture and Decorative Arts course, July 26-28! Classroom time includes lectures, discussions, films, PowerPoint presentations, resource guides, and the opportunity to connect with old friends, new friends and appraisal colleagues.

Ettore Sottsass, Olivetti Valentine typewriter, 1969
This exciting course for appraisers will cover the history of modern design from the 1851 Crystal Palace Great Exhibition to the present day. It will provide an analysis of key designers and manufacturers of furniture and decorative arts during the Modernist period, with an emphasis on fair market values and replacement values. Socioeconomic and political factors, including World War II, the Cold War, and Sputnik I, will be discussed, as well as material technology and mass production manufacturing advances that have driven design trends and markets.

Eames plywood elephant child’s chair, 1945

In 2016, the European Fine Art Fair Report reported that the market for design items is surging at auction in the United States and Europe, with sales of $343.6 million last year.

There's been an explosion of design in the past 150 years, and this course will help you appraise all of it. Just think: An item designed in 1917 is now 100 years old and could be considered an antique!

Rendering of the
Red and Blue Chair by Rietveld
What else happened 100 years ago in 1917? Many crucial moments marking the beginning of the modern era and ushering in new and highly influential design and art trends, including:
  1. The Russian Bolshevik Revolution
  2. Architect and modern furniture designer Florence Knoll was born
  3. Italian architect and designer Ettore Sottsass was born
  4. Furniture designer Paul McCobb was born
  5. De Stijl was founded
  6. Gerrit Rietveld designed the groundbreaking Red and Blue Chair
  7. Marcel Duchamp created his piece Fountain
  8. Converse introduced the Converse All Star non-skid sneaker
  9. Manfred Freiherr von Richthofen (the Red Baron) started flying the Fokker Dr.I triplane
  10. Dallas Love Field airport was opened
Finally, in 2019, the Bauhaus will celebrate its 100 year anniversary since opening in Weimar, Germany. See how an understanding of the material culture of the past century can strengthen your appraising practice in Dallas this summer!

- Marcus Wardell, ISA AM

Tuesday, May 23, 2017

Why Take a Course on Japanese Prints?

Daphne L. Rosenzweig, ISA CAPP 
It’s not too late to join my two-day seminar, “The Appraisal of Japanese Prints” to be held in Sarasota, Florida, June 19-20, 2017. The course introduces the important cultural, historical, stylistic, technical and valuation factors that affect the appraisal of 17th to 21st century Japanese prints. As an author of numerous publications, frequent lecturer, museum consultant, and organizer of traveling exhibitions, my work in the field of Asian art has allowed me to build a wealth of knowledge around appraising Japanese prints that I am looking forward to sharing with all my students.

It's common for appraisers to come across Japanese prints during the course of a general appraisal of household contents, an estate division, insurance scheduling or intended donation. After taking my course, students will be well-equipped to offer their professional opinion on these items as necessary.

During our in-classroom days on June 19 and 20, we'll examine important provenances, influential designers and designs, formats, structures, major narratives, and condition factors, always with an eye as to how these factors affect the value of an individual print. Both new and experienced appraisers will find a perfect combination of connoisseurship and practical market experience in this engaging seminar.

Some of the questions this course will answer include:

  • How can you differentiate heroes from villains, men from women? 
  • How has the West influenced Japanese prints, and what has the West learned from those prints? 
  • Who are the most important artists?
  • How do you detect and what do you do about reproductions?

Don’t forget there will be an additional field trip day on June 21, where I will be leading a tour of the fabulous collection of traditional and modern Japanese woodblock prints at The Ringling Museum of Art.

For a preview of what we'll learn in this seminar, The Fitzwilliam Museum in Cambridge, England, has wonderful video documentation on the making of a Japanese print. You can view each section at your own speed. I'm looking forward to seeing you in June!

- Daphne L. Rosenzweig, ISA CAPP