Was your appraisal volume lower than expected? Did your income take a hit compared to last year? If 2024 felt like a struggle for your business, here’s the good news: it can only get better from here. As we enter a new year, the big question is: What are you going to do differently in 2025 to make it a success?
Sometimes, tackling a tough appraisal assignment means figuring out what a property isn’t worth before you can determine its value. The same principle applies to your appraisal business. If your volume in 2024 wasn’t where you wanted it, it’s clear that your current approach isn’t working. But that’s okay—it gives you a starting point for change.
I’m not here to sell you an “easy button” that will magically make 2025 your best year. Instead, I want to provide you with actionable strategies to grow your non-lender business. The reality is, appraisers can no longer rely solely on lender work to survive. To thrive, you need diversification.
Goal: Diversify and grow your appraisal business by focusing on non-lender and private work. Define what success looks like for you, and use this step-by-step marketing plan to make it happen.
2025 Marketing Plan
Q1 (Jan/Feb/Mar): Build Your Digital Presence
- Professional Website: Create a user-friendly site showcasing your services and client testimonials. Include a blog as well.
- Social Media Profiles: Establish profiles on LinkedIn, Facebook, and Instagram to engage with clients and share insights.
- Google Business Profile: Optimize your listing with photos, post updates, and seek reviews.
- SEO: With your website use relevant keywords to improve online visibility.
- Stay Consistent: Post weekly and update your website and profiles regularly, and respond promptly to inquiries.
Q2 (Apr/May/June): Build Connections and Network
- Industry Events: Attend conferences and networking events to build relationships.
- Networking Groups: Join professional groups to expand your connections.
- Partnerships: Collaborate with real estate agents, attorneys, and other professionals.
- Appraisal Referral Network: Connect with appraisers nationwide for referral opportunities.
- Advertising and Sponsorships: Consider online ads or local sponsorships like the Bar Association or Realtor Associations to increase visibility.
Q3 (July/Aug/Sept): Marketing and Communication Strategies
- CRM System: Use tools to manage clients and send targeted emails.
- Email Campaigns: Share value-driven emails, newsletters, and updates.
- Tailor Marketing Materials: Highlight your expertise in non-lender work through brochures and ads.
Q4 (Oct/Nov/Dec): Order Management, Tools, and Client Retention
- Innovative Tools: Invest in technology like lasers for faster and more accurate sketches. Utilize software to support adjustments for more credible reports.
- Appraisal Software: Go mobile to increase efficiency, streamline workflows and reduce errors.
- Differentiate with Technology: Showcase your advanced tools to highlight accuracy and efficiency.
- Financial Tracking: Monitor income, expenses, and tax liabilities with software.
- Order Management: Use systems to track orders and client details efficiently.
- Client Retention: Follow up with past clients, offer additional services, and use CRM tools for reminders to maintain relationships.
A Final Note
Throughout the year, focus on personal development. Commit to reading one book a month, whether physical or audiobooks. This habit will inspire new ideas and foster a growth-oriented mindset. At the same time, professionalism and customer service remain non-negotiable. Maintain a polished appearance, communicate clearly, and deliver error-free, high-quality reports on time. Address disputes professionally, set clear expectations, and actively listen to your clients’ needs. Also, broaden your expertise with these specialized non lender appraisal types like divorce, probate, estate, and tax appeal appraisals. If needed, invest in additional training to refine your skills and expand your service offerings.
The secret to a thriving non-lender appraisal business lies in diversification and action. Take this marketing plan, tailor it to your goals, and commit to making meaningful changes. The lender-driven model alone is no longer enough. With new forms, increased appraisal waivers, and growing regulatory pressures, diversification isn’t just smart—it’s necessary. This year, I’ll close out with over $200K in gross income as a single-appraiser shop. Could I have made more? Sure, but that’s not my focus right now. Your goals may be different—so aim high and start by doing something new.
If you’re ready to grow and want to connect with like-minded professionals, join the Appraisal Referral Network at ReferAppraisals.com. We offer free and paid memberships to help you succeed and grow your non-lender business.
2025 is yours to shape—let’s make it the year your appraisal business thrives.
