If you’re an appraiser who’d rather measure a house than mingle at a networking event, this one’s for you. Most of us didn’t get into this business because we love small talk or self-promotion. We like research, accuracy, and data. We’re professionals, not performers. But here’s the catch: if you want steady non-lender work, you have to find ways to let people know you exist.
I recently came across an article by Ashley Harwood published by the National Association of Realtors called “3 Marketing Ideas for Introverts.” It was written for real estate agents, but honestly, it could have been written for appraisers too. She talks about focusing on deep relationships, authentic social media, and direct mail. All three of those fit perfectly for appraisers who want to grow private work without pretending to be someone they’re not.
Here’s how to make those ideas work in our world.
Build deeper relationships
Forget networking events where you collect 30 business cards and never follow up. Instead, build real connections with people who can actually send you business: attorneys, real estate agents, financial planners, and past clients.
If you complete a divorce or estate appraisal, send a short thank-you email afterward. Stay in touch a few times a year. That consistent follow-up keeps you top of mind when their next client needs an appraiser.
Use social media your way
You don’t have to make reels, dance on TikTok, or post every lunch you eat. Just be present. Share what you know. Post about how an estate appraisal works, or how a pre-listing appraisal can help a seller avoid pricing mistakes. Even one or two thoughtful posts a week can help people realize you handle private work, not just lending assignments.
Direct mail still works
If the idea of cold-calling attorneys makes you cringe, send them a letter instead. A simple one-page letter explaining who you are, what types of appraisals you do, and how you can help their clients goes a long way. Old-school? Maybe. But it works.
The truth is, introverts can actually have an advantage here. We’re good listeners. We think before we speak. And when we tell someone we’ll get the job done right, we mean it. That reliability builds trust faster than any flashy marketing campaign ever could.
If you want to learn more about growing your non-lender business, finding marketing strategies that fit your personality, and connecting with other appraisers who are doing the same, join us at ReferAppraisals.com. The Appraisal Referral Network is full of appraisers helping each other succeed, one quiet professional connection at a time.
