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Advertising information
Four ways to reach appraisers
with your message
- This web site
- banner ads
- Email advertising
- Advertising Appraisal Today newsletter
- Combo advertising
- Appraiser
surveys
Advertising Order Form
Advertising rates and
specifications
Contact
us by email or use our Contact Form or call
800-839-0227.
Where to get more information
Advertising
agreement
Advertising FAQs - who,
what, where, why
Legal Stuff
Advertising tips
- Email ad sponsorships are good for new
products, testing Internet advertising if you haven't done much (or any),
and as an ancillary to web site ads. You get a very quick response - within
48 hours.
- Web site ads are "always on"
and are good for branding, reminding customers of your product. Responses
are not as dramatic as email ads.
1. This web site - banners, small ads,
highlighted links
- Continually changing content, specifically for
appraisers.
- Over 1,000 user sessions per day.
- Over 33,000 user sessions
per month. Visitors spend an average of 10 minutes on this web
site.
- The vast majority of visitors are appraisers,
looking for information.
- Increasing traffic through the use of weekly
emails with links to the site, publicizing of the site in appraiser print
publications, links from other web sites, and word of mouth.
- Click throughs can be easily tracked, so you
know if your ad is working.
- FREE vendor
directory link!
- Rates, specifications, statistics
- Prices
Banner ads
- One month - $350
- 3 months - $300 per month
- 6 months or more - $250 per month
Small image ads - home page
- One month - $125
- 3 months - $100 per month
- 6 months or more - $75 per month
Small image on Appraisal vendor
directory
- One year (minimum) - $300 - Small
logo and boldface
2.
Email advertising (weekly email newsletter).
- Sent to over
10,000 appraisers every week,
and growing every day!! 100% opt-in
- Instant feedback on your product and
marketing copy, as results are received within a few days.
- Price - $350 per email. Maximum of 65
words.
- 100% opt-in. These emails are opened and
read!!
- Click throughs can be much higher than for
other online advertising. Readers save emails and refer to them later.
Many print them out.
- An Email archive lets
subscribers read old emails they "lost" and are read by site
visitors
- "Push" advertising - sent to
subscribers email box
- Original content targeted to appraisers, so
the emails are read, and not just sent to the trash
- Sent every week since June, 1994. lots of
appraisers know about it
- Almost all the subscribers are appraisers,
either staff or fee.
- To see previous emails, go to the Email
archive.
- To see sample emails with ads, go to email
ad sample or to the Email archive.
- Rates, specifications, statistics
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3.
Advertising Appraisal Today paid subscriber PDF newsletter
- PDF brochure attached to
the end of newsletter PDF file.
- This is the best list - appraisers who make
the buying decision and have purchased the Appraisal Today
newsletter ($99 per year)
- Subscribers are typically owners of appraisal
firms or chief appraisers at institutions, AMCs, etc.
- Subscriber demographics are
"upscale" for appraisers (May, 1996 survey, during the appraisal
recession)
- Average income of $92,600.
- Number of appraisers per firm varies
from one to over 40, with an average of 4.6 appraisers per firm. Larger
appraisal firms typically purchase more products.
- Experienced appraisers and business
owners, with an average of 27 years of appraisal experience and 11 years
of appraisal business ownership. Over 75% have professional designations
from well-respected appraisal associations (Appraisal Institute, ASA,
NAIFA, etc.) They are committed to the appraisal profession, and are
willing to spend money to keep up.
- You can send your actual product brochure or
software demo so readers get your full message.
- Rates, specifications, statistics
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4. Combo advertising
Some companies like to advertise in more than one medium to give greater
exposure. For example:
- Maximum exposure - banner ad for 12 months,
email ads every other week for 12 months, brochure insert every 3 months for a
year.
- Testing the market - banner ad for 3 months,
email ads once a month for 3 months, one brochure insert at the end of two
months.
- Sequential advertising - 2 months of weekly
email ads, then a banner ad for a year. Advertising inserts every 3 months
for a year.
5. Appraiser surveys
- Custom surveys done on this web site, with a
link sent to our 3,200 weekly email subscribers to find out (for example):
- Are they interested in your new product
you are developing
- Will they be purchasing a product like
yours this year
- Which products do they prefer
- What are they looking for in a product
- Call us for pricing
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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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