No matter how niche your business is, advertising is key to growing your operations and ensuring that sales are constantly coming in. In particular, commercial appraisers who invest in advertising can end up landing more business projects. This Forbes article points out that word of mouth marketing is only the first step, and needs to be met with a strong business presence in order to be truly effective.
With a new year on the horizon, revisiting commercial appraisal advertising operations as early as now can put your business in the ideal position to start the year off right. So, keep reading below for a few ways to improve advertising for your appraisal business.
It’s important to start off with the basics. Investing in fancy advertising campaigns right off the bat is tempting, but you might just end up wasting money if your brand story isn’t compelling enough on its own to bring readers in. When it comes to talking about your appraisal business, highlight things such as:
Hitting these key points establishes your business as a reputable partner and incentivizes companies to partner with you. Appraiser Greg Stephens underscores that the current pandemic has fundamentally altered how appraisals are being done, and you can focus your commercial appraisal advertising on discussing ways that your company is tackling this shift head-on.
Regardless of who your target audience is, it’s safe to say that they’re online. Research shows that social media has become a focal point for many marketing professionals and scholars alike, particularly because of its growing role in advertising. Digital ads can be as simple as a poster with compelling text. Getting started with Google ads for example, is getting easier for beginners. Start by going to Google My Business to claim your entry. They usually have an offer of $100 in free advertising for new accounts. Business gets done on LinkedIn. When it comes to social media, that’s the best place to start. Sponsoring ads or posts using LinkedIn Advertising is a bit complex but not bad for fairly tech-savvy appraisers. Alternatively, you can contact a local advertising firm and have them do it for you.
Our previous guide on how to get more appraisal customers points out that patience is key, and the same holds true for commercial appraisal advertising. The world of viral digital media stars means that some campaigns blow up overnight. However, the truth is that this isn’t usually the case. In reality, most advertising campaigns take a while to build up. You’ll need to constantly measure analytics, update your information as needed, and perhaps even create new marketing collateral as needed. Of course, that doesn’t mean that you should wait forever for a campaign to yield a return on investment. This is to your discretion, but if you’re losing money it might be time to switch lanes.
Every business needs effective advertising, and is especially crucial for operations like appraisal businesses that run on a project-to-project basis. While your company’s business campaigns should be specific to your operations, these three principles can lead you towards an advertising strategy that best suits your needs.
Allie Cooper, exclusive for realquantum.com
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