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Tuesday, April 14, 2015

Looks Like We Struck a Chord!

Shelly Berman-Rubera
By Shelly Berman-Rubera, President of Small Business Results, ISA Affinity Business Partner

Dear ISA Members,

I am so proud to have presented the closing keynote at the ISA Assets 2015 conference in Philadelphia. Every attendee was raving about their experience.

In my presentation, “Growing and Propelling Your Appraisal Practice Revenue,” I addressed four major areas of ISA member concern. I hope it is helpful to reiterate the challenges presented and offer a summary of my suggestions here:

Q. How do we compete with free services offered by those less qualified?
A. We don’t! Those seeking free appraisal services are not our target client. We must have the courage to walk away from those clients that are not a right fit for our practice. Learn how to use the time to market to true prospects. ISA members and credentialing are at the cutting edge of the appraisal profession. We can’t work for free and can’t be compared to free or lesser priced appraisers. Educate those who would truly benefit from your level of service as to why your experience and credential should matter to them.

Q. How do we get to the gate keepers?
A. Our networking and outreach must be directed to obtaining beneficial introductions and opening the right doors. Focus on building reciprocal lasting relationships, rather than one-time meetings and pitches.

Q. How do we deal with time management?
A. I suggested that time management is emotional management, and when we manage our feelings and our client’s feelings, we are better equipped at managing our time. I also suggested looking at pricing and packaging. Selling a block of time might be an attractive offer to some clients.

Q. How do I market my business?
A. ISA has marketing pieces that can be co-branded with your business and can be found at the member resources page on the website. This month your organization launched a professional newsletter (login required) with educational content aimed at prospective referral sources. This is a powerful marketing tool that not only promotes the ISA credential but your own expertise as well. Personalize this with your photo and bio, attach to emails to industry referral sources like insurance brokers, estate attorneys and financial planners. Print it and hand out at local business industry meetings. And remember to follow up!

It is important to remember that random acts of kindness are lovely, but random acts of marketing are not effective. Please remember, you are the president of your company! Think strategically, make a commitment to developing systems and structures for everything you do.

My best to all of you, and let me know if I can help,

Shelly Berman-Rubera
President SBR-Small Business Results

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