Commercial Appraisal Company

When an Arizona commercial real estate appraisal firm noticed the residential real estate market start to tumble, they knew that the commercial market was soon to follow. They knew that their primary source of business, commercial lenders, would be sending fewer and fewer appraisals their way - they turned to Ray Huang for help.

After analyzing the appraisal firm's situation, we agreed that the best course of action was to diversify their customer portfolio buy expanding their commercial appraisal services to new market segments. About 90% of their work was currently coming from lenders and brokers and the remainder was from owners and investors. We decided that they needed a plan of action to reach new market segments, and we collectively brainstormed those to be accounting and tax professionals, government agencies, insurance companies, and legal professionals. Each new segment would utilize appraisal reports for different reasons and the methodology for marketing to these new segments varied as well.

Unique strategies for each of the new segments were created, and strategies were redefined for existing segments. The marketing plan incorporated the appraisal firm's existing personnel and abilities; with training, the firm was able to execute the plan.

Beyond the strategy, a major redesign of the firm's website to incorporate the new market segments and to provide a more professional curb appeal. All the content was written so that it resonated a new vibrance, energy, and professionalism. We also did an overhaul of the firm's marketing communications - brochures, sales literature, and reports. This helped unify the new direction of the appraisal firm and solidify their brand image.