Appraiser marketing ideas that bring in direct clients
The marketing that works for appraisers is simple and local: a website with a page for each service and county, a Google Business Profile with steady reviews, a short list of attorneys and CPAs who refer you, and a little fresh content each month. Most appraisers do none of it, which is why the few who do stand out quickly.
- Only about 10% of appraisers say online marketing is how they get new customers (McKissock, 2025).
- About 30% of appraisers plan to leave within three years (Working RE, June 2026).
- Ask every private client for a Google review.
- Give each referral partner a page to send people to.
What marketing works best for a solo appraiser?
- A local website with a page for each service and each county you cover.
- A complete Google Business Profile with your service area, hours, photos and link.
- Reviews from every private client, asked for right after delivery.
- Referral partners in estate, family law, tax and real estate.
- Fresh local content, such as a monthly note on your county's market.
How do you get more Google reviews?
Ask at the moment the client is happiest, usually when you deliver the report. Send a short text or email with your direct review link. Never offer anything in exchange; that breaks Google's rules. Reply to every review with a short thank you.
How should appraisers approach attorneys and CPAs?
Keep it short and useful. Explain which assignments you take, your usual turn time and your service area, and link to the matching page on your site. A page titled for their exact need, like date of death appraisals in their county, makes the referral easy.
Is email marketing worth it for appraisers?
Yes, in small doses. A short quarterly email to past private clients and referral partners keeps you in mind. Local outreach campaigns to attorneys, agents and lenders can open new relationships, as long as they follow CAN-SPAM rules and include an easy unsubscribe.
Why does timing favor appraisers who market now?
Fewer appraisers are doing it, and the field is shrinking. In the Working RE 2026 survey, about 30% of appraisers said they plan to leave within three years. Clients will still need values; the appraisers they can find will get the calls.
Frequently asked questions
Should appraisers use social media?
It helps, but it comes after the website and Google profile. Short posts about your local market and links to your pages are enough.
Can appraisers advertise their services?
Yes. Keep claims accurate and in line with USPAP and your state rules, and do not promise a value in advance.
What is the cheapest marketing that works?
Reviews and referral partners. Both cost time, not money, and both compound.
Sources
- McKissock appraiser community survey, 2025
- Working RE 2026 Appraiser Survey, June 2026 (about 1,800 appraisers)
- Google Business Profile Help, how to improve your local ranking