Assets 2018: Spotlight on Saturday's Program

Suzanne Houck, ISA CAPP

The California gold rush started with the discovery of just two gold nuggets. After that, prospectors tried to figure out the best way to not only find the gold but to find the most gold.

Almost 170 years later, the theme for Assets, ISA’s annual conference in Pasadena, California is The Gold Standard: Innovation and Valuation because as appraisers we want to know what can help us find not only more jobs but the best jobs. We want to learn about innovative technology, expand our knowledge in our selected fields and advance our professional appraisal skills and report writing, and we know that the best pricing happens when we register in advance! Register here for Assets 2018.

After the stimulating pre-conference tours on Friday, March 9, conference attendees will take their seats on Saturday, March 10 and begin absorbing the messages and information from a diverse slate of speakers.

Want to learn about California design? 

Don't miss "California Dreamin' ...Missions to Modernism," Saturday 9:15-10:15am.

California photographer
Ansel Adams

While in California, it is only natural to want to learn about creative California design and understand how these designers have shaped and celebrated our modern lifestyle. We’ve lined up Staci Steinberger, the Assistant Curator of Decorative Arts and Design at the Los Angeles County Museum of Art, the perfect person to present a survey of distinctive California Design by visionary artists, designers and craftspeople.

Do you want to expand your appraisal practice, set yourself apart from others in the appraisal field and get quality jobs from previously unexplored areas?

If this is you, it's time to create some new connections during "The Gold Standard of Leadership," Saturday 10:15-11:15am.

To help you, Melody Kanschat, Executive Director of Executive Education for Museum Leaders at the Getty Leadership Institute will give insight into working with museums, curators, collectors and collection managers, and insurers.

Do you shy away from tax-use appraisals?

If so, you need to attend "Avoiding Errors and Omissions that Raise Flags in Tax-Use Appraisals," Saturday 11:15-11:45am.

This discussion will show you how to avoid common errors and omissions in what can often be complex and challenging appraisals. You’ll leave with much more confidence in handling these types of appraisals, especially in regard to fair market valuations. It's time to have the IRS help you make more money!

Do you have or want to have clients who could benefit from art risk advisory, especially in the areas of art, antiquities and collectibles?

Explore new technologies at "Tracking and Verifying Assets: Better Authenticating Through Technology," Saturday 2:00-3:00pm.

Jordan Arnold, Senior Manager of K2 Intelligence, New York and Los Angeles will cover new and emerging technological advancements that are making an impact on the verification and security of asset class collections. These advancements affect areas familiar to appraisers like provenance and establishing clear title during sale or acquisitions, identifying fakes and frauds, advancements for maintaining physical security during storage, display and transport, and resolving complex frauds and disputes.

Do your clients have celebrity-signed or owned items they need appraised?

Join the conversation about valuation and the celebrity factor at "From Dylan to Marilyn: The Value of Celebrity," Saturday 3:30-4:30pm.

You’re in California, playground of celebrities, and Laura Woolley is the one to inform you of the many value characteristics that can turn an intrinsically inexpensive object into a cultural treasure. She has served as COO of Julien’s Auctions, a premier auction house for high profile celebrity and entertainment, and now manages sales and appraisals of memorabilia of well-known celebrities at own appraisal company, The Collectors Lab in Los Angeles, California, that focuses on Hollywood and rock and roll memorabilia.

Copies of handwritten lyrics by Bob Dylan
recently went up for auction in Los Angeles.

See you soon in California! And don't forget to register for Assets today!


About the Author: 
Suzanne S. Houck, ISA CAPP, B.A. and M.A.L.S., is Vice President of ISA and Chair of the ISA Annual Program Conference Committee.

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.

How to Build Your Foundation at Assets 2017

Maureen S. Winer, ISA CAPP

This year, our theme for Assets is “The Architecture of Appraising: Building on a Solid Foundation.” We chose this theme because any successful career in appraising starts with a strong base of knowledge.

With that in mind, we have designed our Assets 2017 program to give you the essential basics you need for your business as well as an in-depth look at crucial topics.

I've highlighted some of our planned programming below, but be sure to visit our mobile-friendly site to view full session descriptions and speaker bios. And if you haven't yet registered, do so now! Trust me; you don't want to miss it.

Saturday Programming Highlights

On Saturday, April 1, our program will focus on current trends in the appraisal business, including how technology has vastly increased opportunities for buying and selling works. In the morning, Evan Beard of the US Trust (and formerly a U.S. Naval Intelligence Officer) will give an overarching perspective on how millennials, Gen-Xers, baby boomers and millionaires are affecting global markets. Later in the day, Pip Deely of the art startup CollectorIQ will speak on the latest in apps, databases and imaging tools that can enhance the appraisal process and keep you up-to-date in your business.

The Palmer House Hilton in Chicago, home of Assets 2017

Part of understanding current trends in appraising is building a career while dealing with the challenges of the current art ecosystem and beyond. On Saturday, a panel of experts from Chubb Personal Risk Services, the Estate Planning Law Group and the Art Institute of Chicago will dive deeper into receiving referrals from and building relationships with gatekeepers from the insurance, estate and museum industries.

With Joshua Kaufman, ESQ, an expert on art law, we will discuss fakes, forgeries and when to connect with a lawyer on issues of provenance and authenticity.

Sunday Programming Highlights

As we progress to Sunday’s educational programming, we will focus on building skills like appraising an archive, which ISA’s own Leila Dunbar will guide us through in the morning. She’ll note the types of organization, methodology and valuation needed for such a project, as well as how to work with archivists, curators, and collectors.

For an invaluable exploration of the basics of the appraisal business, Sanjay Kapoor of ISA will moderate a panel of ISA CAPPs, Perri Guthrie, Judith Martin and Diane Marvin, who will answer your how-to questions as well as share their experiences and best practices.

ISA member panel (clockwise from left):
Perri Guthrie, ISA CAPP, Judith Martin, ISA CAPP,
moderator Sanjay Kapoor, and Diane Marvin, ISA CAPP

Sunday will conclude with a number of breakout sessions exploring topics related to Antiques, Furnishings + Decorative Arts, Fine Art and appraising in general even further.

In the Antiques, Furnishings + Decorative Arts category, Alexander Eblen of Leslie Hindman Auctioneers will discuss authenticity issues in jewelry and timepieces, and Libby Holloway, ISA CAPP, and Jacqueline Snyder, ISA AM, will dive into a lecture on finding comparable items when the item you are appraising is unique, has no market, or the artist is unknown.

Those interested in Fine Art can hear Professor Henry Adams speak on art forgery, and Meredith Meuwly, ISA CAPP, and Lisa Lowy, ISA AM, will give a similar comparables lecture to the Fine Art crowd.

View our full session descriptions and speaker bios.

Maureen S. Winer, ISA CAPP