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Advertising
FAQs
Who is the publisher, Ann O’Rourke?
What are the advertising payment
terms?
How do you know if your ads are working?
How frequently should you advertise?
What’s the best way to advertise?
What should be in your advertising?
Can you get help writing and designing advertising?
What if you don’t have a web site?
What if you have a very limited ad budget?
What if you have a new product?
Where to get more information
Back to Advertising
Information
Advertising agreement
Who is the publisher, Ann O’Rourke?
- Not a "newcomer" - well known in the
appraisal community
- Practicing appraiser, with over 20 years of
experience plus the SRPA and SRA designations from the Appraisal Institute
- Experienced reporter and writer on appraisal
topics, publishing the monthly Appraisal Today "paper" newsletter
since June, 1994.
- Spoken at appraisal association meetings and
conferences all over the U.S.
- Had articles published in almost all the major
appraisal publications.
- Sent weekly emails since June, 1994.
- For more info, go to ABOUT US
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What are the advertising payment terms?
All payments are to be paid in advance. Credit card payment is accepted.
How
do you know if your ads are working?
- Web site - you can track clickthroughs to
your site using a program such as Webtrends (www.webtrends.com). Or, we can
send you a monthly report (if you purchased over $2,000 in web site
advertising).
- Appraisal Today "paper" newsletter
- put a special tracking code on your advertising materials.
- Email - you can set up a special
"mirror" home page with a unique URL or use some other special
page and track hits to that page. Or, just see how many new visitors you get
within 3-4 days of running the ad!
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How frequently should you advertise?
Some companies only want to advertise once, which is okay, but all the
advertising "gurus" recommend repeating your advertising message to
reinforce your company/product to the prospect.
What’s the best way to advertise?
Advertising is an art, not a science, like appraising!
Each option works differently -
- Web site ads are "always up" and
viewed by site visitors. The decision to click on an ad is made very
quickly.
- Email ads are "push" advertising,
similar to newspapers and magazines, where readers have to view the ads to
get the content. Also, the emails are often saved, a plus for advertisers.
- Advertising inserts are often very
effective, as the prospect receives your full message and can call you now
or later.
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What should be in your advertising?
- Using the "F" word is very effective
- Free!
- The most effective ads tell the prospect what
you are going to do for them - the benefits. For example -
- Forms software lets appraisers get more
business by letting them transmit their appraisals over Fannie’s
Mornet or ERC’s eRelay.
- E&O insurance is cost effective and
saves money for appraisers.
- Data service that lets appraiser
complete their appraisals and reviews faster.
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Can you get help writing and designing
advertising?
I have over seven years of experience writing successful promotional
material for appraisers. I can help you tell appraisers how your products can
help them.
If you need design assistance, I have
professional designers available to help you create eye-catching advertisements.
What if you don’t have a
web site?
- Advertising inserts work well.
- Email advertising can be effective with phone
and fax numbers as many readers print out the emails.
- You can have a highlighted listing with your
phone number listed
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What if you have a very limited ad budget?
- If you have a technical product and want to
reach more tech oriented appraisers, a small web site ad is only $100 per
month. A one time email ad should pull a pretty good response. A
one month banner ad for $300 can also work.
- Advertising inserts in the "paper"
newsletter for $500 may seem expensive, but you are reaching your best
prospects.
- For those with a very small budget, the $300
per year highlighted link logo can work.
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What if you have a new product?
- Many appraisers are interested new products,
whether its an upgrade of an old product, or a completely new product.
- For the quickest response, use email
advertising. You will know within 1 week of mailing if appraisers are
interested.
- For branding, use banner ads and repeat
emails
- To target your best prospects, use
advertising inserts.
Where to get more information
Real Estate Communication Resources
Ann O'Rourke, MAI, SRA,
Publisher
2015 Clement Ave.
Alameda, CA 94501
mailto:ann@appraisaltoday.com
phone: 800-839-0227//fax: 800-839-0014
Or go to the Contact Us page.
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