Appraiser Workshops partner Jane Brennom and I wrote an article entitled Social Media for the Appraiser: A Mulit-Channel Approach. In the article we touch upon most of the more important areas of social media, which are in use today and would be considered important to the professional appraiser.We stress the importance of using social media as an area of promoting for the appraisal practice and one of growing importance and relevance. We emphasize the importance of branding and the linking and connecting the various social media channels used by the appraiser for a consistent and singular marketing approach.
The Journal is published by the Foundation for Appraisal Eduction and sales proceeds support the educational initiatives and scholarships of the foundation.
Within our article introduction we write
Only a few years ago, a simple static website was considered to be effective internet marketing. However, just as the number of internet users has been growing so has the range and sophistication of tools available. The arrival of Web 2.0 technology has ushered in increasing depth and interactivity of web sites, a shift from broad-based push to pull advertising promotions and better integration of branding. Depth and interactivity require not only text, but images, videos, news stories, links, testimonials, comments, wall posts, status updates, discussion boards and blogs. Pull promotions require appraisers to target their online audiences and become providers of user-specific, content-based, interactive information. The content must be flexibly presented and kept interesting for visitors ranging from casual lookers to clients, professional in its presentation, and engaging to the degree necessary to prompt any site visitor to respond to calls for action. Branding requires that all the depth, interactivity and flexibility be self-consistent and seamlessly integrated.
Today, effective internet marketing requires the use of multiple tools, more typically called channels by marketers. These can include:
• Websites
• Newsletters and Magazines
• Blogs
• Social Networking
• Landing Pages
• Video
• Podcasts
• Online Advertising
• Press Releases
Most appraisers are familiar with some or all of these channels. However, for a successful online strategy there needs to be more than just knowledge of individual channels. There needs to be purposeful connectivity between all the channels used. This means a website could be connected to a blog which connects to a LinkedIn profile which contains CV information as well as references to articles written and on and on through the whole chain of channel connection possibilities. The aggregate of information presented through connectivity can greatly exceed that which would be appropriate on any single channel. This aggregate will raise the profile of an appraisal practice toward the end of attracting more clients and generating more income.
As the length of the list of channels implies, staying current with constantly advancing tools and understanding how to select, use and integrate them effectively will require most appraisers to continually learn new internet skills or hire internet experts to help. Each appraiser will need to assess which channels are appropriate and affordable for his or her business strategy, which ones will require outside help and to what degree outside help may be needed. Appropriateness mostly relates to the target audience. For example, an appraiser wanting to limit work to local profes-sionals such as trust officers and lawyers probably doesn't need to blog, but may benefit greatly from a newsletter aimed at such professionals to educate them on relevant issues, such as how to communicate effectively with an appraiser to reduce cost for their clients and how changes in USPAP may affect appraisers interaction with lawyers. Affordability may relate to either dollars or time. Dollar costs are obvious, but time spent directly or indirectly managing internet marketing activities represents a very real opportunity cost because that time can't be used for generating billings for appraising. For example, most appraisers spend time using email for day-to-day com-municating. However, few appraisers are going to want to invest time in running their own email system (although it is certainly possible to do so). On the other hand, completely managing a social networking presence such as LinkedIn is less time and knowledge intensive, although the help of a professional may well improve branding.
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