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.

• Don’t have a big budget? Check out this post for ideas that will bring you new leads but won’t break the bank.
• Lost in the world of digital apps and platforms? Here is a helpful guide to the best apps for starting and managing your business.
• Starting from scratch? We have a guide to starting and marketing your new appraising business from the ground up here.

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.

ISA Means Business! Part 3: Marketing Tips on the Cheap!

By Jan Robbins Durr, ISA CAPP, Membership Retention Committee

It can be daunting for a new appraiser to face the prospect of marketing themselves to the public. In fact, most appraisers come from an academic background and have had no prior experience marketing their personal brand. However, consider that your expertise from completing the ISA Core Course—and your designated ARC, FA, G&J field—has given you a teachable moment to educate a prospective customer on the many aspects of appraising and... you guessed it: You have now marketed yourself.

Obviously, it takes a bit more than knowing your subject well to get you into the door of the gatekeeper. As we have all learned, you usually can’t have a 'do-over' with a first impression. Our tips for marketing (which will be included in the ISA Means Business Toolbox) will pinpoint what leads to that great first impression. Your professionalism, appearance, presentation and marketing materials all factor into being hired. But how do you begin to garner gatekeepers' attention to the qualities of your business? And what marketing efforts are available to those starting a new business who are looking to face as few monetary costs as possible?

We’ve started with a list that can produce results to get your name out to the "right clientele." Here are some "On the Cheap" recommendations of where to begin:

• Open a free Google business account, which will not only make you more visible on a search engine for appraisers but will also serve to place your business on Google Maps. It also should go without saying—make sure to fill out your free ISA "Find an Appraiser" profile on the ISA website. As was stated in a June ISA Now blog post, we have 2,500 page views per month to the site, so don’t miss an easy opportunity to show up on the radars of prospective clients!
• Create a free Facebook account, one that centers on a subject that you think would draw prospects to join. It’s a great opportunity to show your interest in a field and find like-minded individuals who may need your services. The other benefit? It'll put you in a position to expand your own knowledge as well
• Sign up for HARO, or Help a Reporter Out, a free service where journalists, writers and bloggers post daily Public Relations opportunities for anyone to access and respond to. Three emails are sent out daily, five days a week, filled with queries from news outlets like Forbes, CNN, ABC, Entrepreneur, INC and many more. Answering inquiries quickly will help you rise to the top of their go-to list.
• Creating your own website can cost you some money. However, it’s either an expense you should budget for or an idea you should research. Find relatively easy-to-use online programs that will allow you to design you own basic website with ease. In today’s world, more people find appraisers on the Internet than anywhere else. It sure beats the days of yellow page ads that cost a fortune. Platforms to consider when seeking to build your own easy, accessible website: web.com, Weebly, eHost, and WiX, to name a few.
• After creating a website, use it to feature links to other people's content, including ISA's. What better marketing than for the public to see you are with the best society for personal property appraisers?
• Comment on blog posts. Leaving thoughtful comments on blogs you follow can get you noticed by both the blog owners and their visitors.
• Check on local business events on Meetup or see what activities local chambers or small business associations are hosting. Face-to-face meetings cannot be overrated, and they often mark the beginning of building those important relationships.
• Volunteer to speak to groups that include a gatekeeper or grassroots audience, such as social clubs, insurance industry, attorneys, and so forth. If you have written any books or subject handouts that can be shared, by all means do so.

We hope these suggestions will help get you underway in creating additional exposure for your business. Many times it’s been said, it may take five No’s to get to a Yes. Using the arsenal of ideas we are creating with "ISA Means Business," building a strong network will certainly increase your opportunity to be seen and, in turn, find new business assignments.

This is the third part of an ongoing series known as ISA Means Business!, a program created by the ISA Membership Retention Committee that focuses on helping members create and maintain businesses that stay up-to-date and thriving. If you haven't yet, make sure to read the past entries. Part 1 introduces the program as a whole, while Part 2 highlights a host of free-to-cheap apps that may prove useful to those starting a new business.

Are You Missing Out On Potential Clients?

First impressions are everything, and appraising is no different. You have the credentials, the experience, and the right skills – there’s no question about it: you’re an ISA member. But who can tell?

Of the many benefits ISA offers its members, one of the most valuable is our “Find an ISA Member” search tool on the ISA website, which allows visitors to search for an appraiser based on location and keywords such as specialties, credentials, or services. With an average of 2,500 page views a month, it is a powerful tool in your professional arsenal that can help maximize your professional presence.

As a member, you are automatically given a profile. But are you making the most of it? Here are some tips to help you get noticed:

1. Location is Everything
A crucial component of the ISA search feature is location. Without it, you won’t pop up in anyone’s inquiries, putting you at risk of missing out on an opportunity that may literally be down the street from you. Be sure to include the city and state where you practice. And if you travel to do appraisals, include that in your “About” section too!

2. Is a Picture Worth a Thousand Words?
Maybe, but it’s definitely worth the 60% of people who are more likely to click on your profile simply because you have a photo, according to MDG Advertising. Choosing a high quality, professional photo of yourself can drastically increase the chances of you securing your next assignment.

3. Mind the Details
Not too long ago, the Huffington Post reported that most resumes are skimmed for a few seconds before they are tossed to the side or accepted, and your profile should be no different. This is your opportunity to market yourself as efficiently as possible. Engage visitors with critical information on yourself and what you offer. And while it is important to have your credentials listed alongside your specialties and contact information, don’t forget to let your personality shine through as well. Here is a great chance to offer some insights on your likes and hobbies, memorable experiences, and goals as they relate to your appraising career.

To update your profile, simply login to the ISA website and click on “Manage Your Profile.” Once you’ve confirmed that your contact information is up-to-date, add background information to personalize your profile, check the box labeled “Include in Membership Directory,” and select your areas of expertise in the Find an Appraiser categories. (You are also able to choose five of each section: Specialties, Services and Performs Appraisals Of.) Always remember to Save Changes when you are done with each section.

ISA’s search tool can be tremendously useful for both website visitors and members alike. When used properly, it is a convenient way to advertise your services and capture the attention of potential clientele.

The ISA Forum: A Refresher

For many years, the ISA Forum has served as an integral resource for members in obtaining expert advice and getting answers on tricky appraisal questions. It houses a wide range of discussion topics, with new discussions and questions posted daily.

Back in 2010, Todd Sigety, ISA CAPP, compiled a four-part screencast series on how to use the Forum. If you aren’t yet using the Forum to its fullest, take a look at these posts for a quick refresher. (Please note that these screencasts were done before ISA revamped the website and ISA logo. While those have changed, the functions of the ISA Forum have not.)

Part 1 - Forum How To: Logging In and Changing Your Password

Part 2 - How to Post to the ISA Forum

Part 3 - How to Post a Photo on the ISA Forum

Part 4 - How to Sign Up for Forum Email and Profile Changes

Chubb Personal Insurance Connoisseurship Series Featuring the Expertise of ISA Appraisers

By Libby Holloway, ISA CAPP

I believe that everyone who attends ISA’s annual conferences will agree that each year gets better. Not only are the speakers some of the premier experts in the country, but it seems that the last few years have been full of announcements that make my membership with ISA more valuable. We’ve gotten accustomed to going home each year with new marketing tools for our business, as well as new information about changes to USPAP and methodology.

This year, our President Cindy Charleston-Rosenberg, ISA CAPP, surprised us with an opportunity for our members to show that we are experts in our fields. During the annual business meeting, she announced that we will be participating in a series of webinars, exchanging expertise with our Gold Sponsor, Chubb Personal Insurance. We are looking for a few connoisseurs in our own ranks to provide webinars on a broad array of specialties of interest to collectors from coins to cars, Asian ceramics to Abstract Expressionism. A list of vetted webinars and topics will be shared with Chubb as a “menu” from which they may choose.

It is such an honor that Chubb has chosen ISA as the appraisal organization they trust to educate their community of agents, brokers and collectors. Their first webinar presentation to us will be held on May 6 at 2:30 ET by Laura Doyle, Chubb's National Fine Art Specialist, and Melissa Lalka, Chubb's Worldwide Fine Art Manager, on Changing Demographics in Collecting: Covering Passion and Investment Collections. The webinar is free to ISA members and is now open for registration.

Applicants must be members of ISA in good standing who have expertise in connoisseurship in a subject. Each presentation will be a 45-60 minute PowerPoint webinar. A successful applicant will have provided information that shows that they are not only an expert, but have a passion for their topic that translates to the audience. The application will request information on the proposed presentation to include a title, topic abstract, and a brief biography intended to show that the applicant is an expert in the topic area and has experience presenting for a group. We will ask for 2-3 references who have heard the person present and a short video, voice recording or webinar presentation. The applications will be vetted by a committee which will include a member who is not an appraiser but who is an expert in public speaking.

Apply to be a presenter

I will be chairing the committee and will be available to answer any questions you might have. Please feel free to contact me at libby@LibbyHollowayAppraisals.com.

ISA Moves Forward with New Advertising Campaign

During the member business meeting at our annual conference last month, the ISA Board of Directors announced the development of a new advertising campaign to promote the International Society of Appraisers and the valuable services our members provide. In concert with our design firm, Bates Meron Sweet Design, this marketing venture will comprise several components:

Ad #1: to promote the importance of hiring a qualified ISA appraiser to targeted segments of the general public

Ad #2: to serve as a recruitment tool to enhance the growth of ISA

Ad #3: to generate opportunities for ISA appraisers in specialized markets such as museums, galleries, institutions, wealth managers, financial planners, and dealers. There will be two different versions of this ad, one for fine art appraisers and one for appraisers of antiques, residential contents, and decorative arts.

We’re pleased to launch the first ad, which can be used by ISA and our chapters, as well as by each of you as individual members to reach an audience of potential customers of appraisal services.

This ad is now available in the members-only section of the ISA website by clicking HERE. You can download the artwork files, and take them to your local designer or print shop and have them edited with your own logo and contact information to use in your regional publications and on your websites. This coop ad is meant to offer a significant benefit to you as a member – a professionally designed ad that can be customized and used to promote your appraisal services.

We’ll launch the second and third ads in the very near future, and we’ll also provide a blog post on how to use these important marketing tools to promote your appraisal business.

Download the files HERE

Please note: Some of the artwork file was created in Adobe Illustrator and is vectored and you may not be able to open the .ai file on your computer. Your graphic designer or print shop will be able to assist you.

Who will I see at Assets 2013?

Possibly one of the most recognized and enjoyable aspects of coming to the ISA annual conference is the chance to network. Assets 2013 has a host of wonderful speakers and educational offerings, but getting to meet with fellow appraisers and form relationships and contacts with other industry professionals seems to continuously be the highlight of attendee's experiences.

A new page has been set up on the ISA website where you can check to see who all is registered, which you can visit here.

Still on the fence about coming to the conference? This page holds around 160+ possible friendships, contacts, and partners that might change your mind and the way you do business.

Register to attend today.

Learning Never Ends

Upon finishing the task of editing an appraisal, I glanced up the corner of my desk to spy a photograph of my six year old grandson in his kindergarten graduation cap and gown. For the umpteenth time I thought about how “stinkin cute” he is. Then I began to ponder the concept of education. Education starts so early in our lives and should (in my mind) never end.

I have had years of undergraduate and graduate art history study. I have worked in museums and galleries for over 25 years. I am a docent at a museum which houses works in my specialty area. Despite the education and the experience, every time I walk into a new client’s space to inspect unseen works, I still feel a sense of anxiety. For me every inspection and every appraisal proves the old adage of “the more you learn, the more you realize what you don’t know”.

This is one of the reasons I enjoy appraising so much. No matter how many artists and art historical movements I know, there seems to be a constant supply of new ones to learn and add to the list. Today there is so much information and new studies about the “important artists” particularly with branded works, but much less information or studies on artists or works in the middle market and below.

People tend to buy “what speaks to them” whether it’s a known, important, or even a good work - unless they are “trophy purchasing”.  When someone finds out that you are an appraiser, in their passion for their own collection (small or large), they will ask “have you heard of…”?.  It doesn’t always help to explain that there have been thousands of years and many countries and states with artists both professional and amateurs and no one can know them all.

My point in all the above rambling is this. When one decides to appraise (particularly fine art), they should appraise items for which they have specialty knowledge in.  By specialty knowledge, I mean an area that one has had a thorough education in and with working experience. One should never assume that they know it all or that all they have to do is look up a few comparables that look similar. One who puts themselves out there as a specialist should have a level of connoisseurship to understand which comparables are truly comparable and don’t just look alike (because sometimes there is a world of difference in value between things that appear to be the same on the surface).
There are many times when an appraisal assignment includes items that aren’t in the appraiser’s specialty area. I remember having items like antique clocks and wine in a few of my assignments. I may be able to tell time and enjoy drinking wine but I am not a specialist in those areas.

However, I do know specialists and am not afraid to enlist their help and give credit where credit is due. What results is an accurate appraisal which makes the client happy and keeps this appraiser out of trouble. I have also learned something new to tuck away for future use. Does it make me a specialist in clocks or wine in the near future? No way and I wouldn’t want to have to appear in court and answer questions about clocks or wine, but I do know a little more.

Being competent in methodology and report writing allows an appraiser to branch out with the aid of colleagues who are specialists in areas that we are not. However, in ones area of specialty there is probably so much more one can know to truly stand out as an excellent appraiser.  Lectures, webinars, google alerts, involvement with museums, historical sites, dealers and auction houses, specialty magazines and self-study are all ways to become better at what you do.

Will following my own advice give me less anxiety as I enter an inspection? Probably not; but I will probably have more confidence and enjoyment going forward in the process through completion of said appraisal.

Christine Guernsey, ISA CAPP
Chair, Fine Arts Committee

What’s in a Profile?

I was recently talking with Tom Helms, ISA CAPP about our new website. Tom, who is a strong marketer, felt the new website was an excellent new tool for our members, yet in our discussion we also felt many ISA members were not taking full advantage of all offered options.  The new ISA website can assist our members in marketing their appraisal practices and gaining new clients.  According to our website analytics, the ISA website is getting nearly 30,000 total page views per month, with 6,000 coming to the ISA home page, and 2,700 moving on to the Find an Appraiser page.

The new website has been active since January and the responses from most ISA members, as well as non-members have been extremely positive.  Just the other day at the outstanding Foundation for Appraisal Education/Quinn’s seminar, an ASA appraiser mentioned how she liked the new ISA website and particularly liked the easy “Find an Appraiser” search functionality.

The latest site options which enhance an appraiser’s online profile and ability to gain new clients include the profile pages, the member spotlight, and news.  When we had the new ISA website designed, one of the main interests of the board was to not only promote ISA but to enhance the accessibility and profiles of our member appraisers. After all, ISA has many of the best personal property appraisers, and we wish for all website visitors to be aware of this and to easily locate them through our search function.

When developing the online member database and profile pages we wanted to make the search as accessible and easy as possible for the end user.  On the home page is a simple appraiser search box by location and key word.  But that is only half of the equation; once the visitor/potential client searches, and a list of appraisers is returned, the selection process begins. Information listed in the member profile area may make the difference between making contact with a potential client or not.

Have you updated your profile with an image, links to your website, LinkedIn profile or Facebook page?  Have you completed the bio section, and are you aware of the ability to include hotlinks and even some minor HTML code to enhance your profile page?  Visit your profile page to ensure all of your contact information is updated and correct. List multiple contact points such as phone, cell, website, email etc.  Many members have updated their profile pages, while unfortunately many have not. If you have not done so, you are probably running at a disadvantage to those who have.  If you have not updated your ISA online profile, I recommend you search through some member profiles that have been updated with images, links, contact information and HTML and compare.  If you have not updated your ISA member profile for the Find and Appraiser search, you might wish to ask yourself the question, if you had the option to call between two appraisers, one with an incomplete profile, and one with a complete listing taking advantage of all of the options, listing information, hotlinks, etc. who would you call?

The Member Spotlight function is a text box in the member profile area and when completed will place your content and image on a random rotating basis on the ISA home page as well as many of the secondary pages of the website.  It is easy to do, just type a few short sentences into the Member Profile test box on the members profile background page and save, and the website does the rest.  Imagine many of the 6,000 visitors to the ISA home page seeing your image and specialty area and clicking through to your full profile.  Again, this function of the website was developed to promote our member appraisers, it is free and is available with your membership at the ISA, ISA AM, and ISA CAPP levels.

Under the News tab there are four options, ISA News, Member News, Member Updates and the Calendar.  The news tab was also developed to promote ISA members.  The Member News page contains special news about our appraisers. Currently listed are member’s accomplishments and media notes and publicity.  We have news about new jobs, profiles in the media, videos, and lectures by our members.  I encourage ISA members (and don’t be modest) who have newsworthy achievements to submit to ISA staff for posting on the website.  Additionally, if you have a blog or newsfeed you would like to promote on the Members News Feeds page, please send the link to ISA staff.  We currently have 6 blog feeds, but can accommodate many more

The overall website is seeing nearly 30,000 total page views per month, the ISA homepage is averaging around 6,000 views per month, and perhaps more importantly, nearly 2,700 of those monthly visitors click through to the Find and Appraiser search.  With those types of numbers (and it is the ISA board’s desire to keep the visitor numbers growing), can you afford not to have a current and updated member profile on the ISA website?

Please feel free to contact me or ISA staff member Tom Radde at tradde@thesentergroup.com, if you have any questions about updating your profile on the ISA website.

Todd W. Sigety, ISA CAPP
President, ISA Board of Directors

New ISA Forum

As many of our readers know, ISA not only has a brand new website, but has a fantastic new Membership Forum as well.  This new Forum is much more robust and user friendly; we’d like to take you on a quick tour…

Once logged into the Forum, you will be able to read new topic postings, search previous posts, post topics and much more.

 
Subscribing to the Forum
To subscribe to a specific Forum (Education, Requests for Help, Appraisal Theory and Practice, Open Discussion) select the desired Forum and then select “watch this forum for new topics”.  If you would like to be updated when new posts are made to that Forum, select “watch this forum for new posts”.

Another great feature of the Forum is your ability to see which topics have been updated, since you last logged on.  These can be viewed by selecting “unread topics”; from there a list of new updates is populated.

How to Unsubscribe
If you would no longer like to receive updates on specific Forum topic and post updates, you can simply unsubscribe.  To do this, select “My profile”, then “My subscriptions”.  This is where you can unsubscribe to specific topics and posts.

Posting on Forum 
To post on the Forum, select the specific forum and then choose “new topic”. This brings you to the area where you can draft your post; you have the ability to add links, images, etc.  When you have completed your draft you can preview what it will look like, prior to posting.  Once, you are satisfied with the post, select “add message” to post the message for other Forum users to see.

 


Frequently Asked Questions
The FAQ tab, within the Forum provides solutions to common user questions, at the click of a button.

Forum Search

There are multiple ways to look for posts within the new Forum: Recent Topics, Recent Posts and Search. The Search feature allows the user to set parameters for the results, whereas, Recent Topics and Recent Posts, list recently updated topics and newly added posts.

 
We hope that this brief tour helps you become more familiar with the New ISA Forum.

Explore!

As this week's previous post indicated, ISA has a brand new website! We would like to help you get to know our new website a little better with our version of a scavenger hunt. We have listed ten questions below, to get you started on your exploration.

By entering the bold word in any of the questions below into the “Search” field found on the ISA homepage, you will be presented with “Search Results”, which will assist you in answering the question. Click on any of the populated results; this action will take you to that source of content.

1. What is the Mission of ISA?
2. Who currently sits on the ISA Board of Directors?
3. Where and when is the Annual Conference being held?
4. How can you be certain you have a good appraisal?
5. What is the ISA Code of Ethics?
6. What is ISA’s Credentialing Policy?
7. What courses are being offered in 2012?
8. What are the benefits of ISA Membership?
9. What are the four ways to search using: Find an Appraiser?
10. Where are current committees listed?

Whether you are an ISA Member familiarizing yourself with your Society’s website or a member of the public just trying to learn more about us and what we do; this is a great way to explore all that the new site and ISA has to offer.

ISA Launches NEW Website!

As many of our blog readers know, ISA has officially launched its brand new website!  This exciting project has been in the works for some time and we are proud of all of the hard work and effort that has gone into this incredible new site; it not only provides up to date information on ISA as a Society, but also promotes the individual appraiser as well.  

We would like to take you on a brief tour and introduce you to a few of the many exciting, newly refined aspects of our new website. 

The ISA homepage, the central hub of information at a glance.  Be sure to complete your member profile, upload an image and complete the spotlight section – our full members (ISA, AM, and CAPP) will be featured in the “Member Spotlight”, which rotates through completed member profiles. Utilize the new search function from the homepage to locate information within the website. 

The new and improved ISA Forum, available to ISA Members only, is accessible with the same user name and password that is used to sign into the member side of the website.  No more trying to remember two sets of user names and passwords for ISA.  The new platform is user friendly allowing members to post questions, photos and comments on a specific thread.
 

Access details on the upcoming ISA Annual Conference by clicking on “Annual Conference”; this brings you to a dedicated page, where you can not only register, but find information on the program, hotel, specialty tours and more. 

Are you curious about ISA Education? The Education page of the website allows you to learn more about the current education initiatives as well as register for upcoming courses. 

 Are you curious about the latest news from ISA?  Navigate to the News tab of the website and view recent ISA Now blog posts, view ISA’s calendar by month, week or day, catch up on Member News Feeds and see the latest member updates.

These are just a few of the exciting new pages on the brand new ISA website.  Visit our blog later this week for more tips and hints about discovering all the new and exciting features of the ISA website.