The Personal Property Appraisers Post

Yea, it’s me, Brian Kathenes. Who else did you expect with a headline line that?

I really do believe that your appraisal credentials are worthless, UNLESS you know how to sell your appraisal services & yourself.

That’s why Leon and I are hosting a free tele-seminar called: Selling Your Professional Services. It is absolutely free -- and it's for you, our fellow appraisers.

Your ability to sell your appraisal services far outweighs your credentials. Want proof?

Take a look at all the Bozos who are getting appraisal jobs in your town without any of the credentials that you hold.

It is frustrating. It's aggravating, and it's just not right.

It's time to take control and even the score.

Every day I get calls from fellow appraisers wondering why they keep losing jobs to those less qualified ”appraisers.” I also get calls from our associates asking how to write-up the invoice for a five-figure appraisal job.

The difference is the appraiser’s ability to sell – a rare skill indeed.

Anyone who can Sell AND has Credentials is UNSTOPPABLE.

To be included in this exclusive tele-seminar you must register now, because we only have a limited number of telephone lines available.

Go to the ServiceMarketingGuru site to learn more.

Don’t wait another second. Get on board now. I know this will fill up, so claim your spot now.

No whining to me when you get shut out because you did not act quickly.

Claim your free seat at ServiceMarketingGuru dot com
You snooze - you lose.

Best,
Brian Kathenes

Web & e-mail Marketing Tips for Appraisers

OgilvyOne, the direct marketing division of WPP Group conducted extensive research on internet e-mail marketing. One of the most interesting discoveries I noticed in the report was that when graphical icons were included in e-mails, click-through rates jumped 60% over standard links.

The research study also identified that only 35% of an e-mail actually gets read, and the report also noted that the word “free” has less impact than it did in the past.

One last point that should be of interest to appraisers is that messages targeted to small business that addressed “service” and “solutions” had far more impact than other subjects.

What does all this mean to an appraiser?

Icon click-through:
Well, if you use e-mails designed to drive people to your website, the use of an icon, instead of a standard text URL, should provide you with a much greater response. Standard text e-mail will not allow you to use an icon within the e-mail, but html formats will allow for images, illustrations and icons. If you are not sure how to set up an e-mail with an icon, it might be worth the investment in a web designer or internet specialist.

Only 35% of e-mail gets read:
Two thoughts here – if readers only read 35% of an e-mail, then write more (not really)-
Or – make every word of your e-mail message count. The copy in your e-mail must be carefully crafted to ensure that your message is read and the reader takes the action you wish. Use what professional reporters call the “upside down pyramid” technique – that means put the most important information up front to capture the attention of the reader and to keep them reading.
Services and Solutions The “services” and “solutions” concept is not new to appraisal services marketers. By now you know that in order to successfully market your appraisal services you must focus on the “benefits,” not the features.

Finally, the “subject” of every e-mail is critically important. It is, in essence, the headline of your e-mail message. If you are e-mailing your existing clients, then your name may get them to open your message. But a solid subject ‘headline’ is much more important than your name recognition. If you have both name recognition and a great headline, you’ll drastically improve your chances of having your message read.

Looking for more Appraiser-specific marketing ideas and tips?
Go to: http://www.bestappraiserprofits.com/

Brian Kathenes