Appraiser Marketing Tips

It's about them, not you...
October 26th, 2009 1:58 PM

You’ve got a choice: build your website around yourself, or build your website around your customers.

Cheerleading about yourself is good, but only up to a point. Time and again, I see appraisers who talk endlessly on their home page about how great they are and how qualified they are and how ethical they are. There are “Order now!” options all over the place, and the site visitor is left to themselves to determine how (or if) the appraiser is going to solve their problem.

You should talk "to" your site visitors about themselves, not "at them" about you.

Rethink the way you word the text on your page. It may just seem like semantics to you right now, but there’s a big psychological difference between “We have a 24-hour turnaround” and asking “Do you need an appraisal by tomorrow?”

You could use audience-based organization in your menu, utilizing fly-outs for buttons like “For Lenders,” "For Attorneys,” & "For Homeowners.”

This makes solving your site visitors’ “pain points” much easier, which will be the subject of my post later this week.


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Posted by Joel Baker on October 26th, 2009 1:58 PMPost a Comment

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