Straight From The Horse’s Mouth: How To Sell To Attorneys
Attorneys report that directness is the key to selling appraisal services to them.
Adam Calvery is the President of the Mortgage Solutions Division for a la mode inc., headquartered in Oklahoma City, OK. Founded in 1985, a la mode is a leading provider of mortgage, real estate, and appraisal technology solutions. The company’s Mercury Network is a vendor management platform for lenders, providing an easy-to-use appraisal ordering and management application in compliance with HVCC, FHA, GLBA, and Fed interagency guidelines. Adam can be reached at .(JavaScript must be enabled to view this email address).
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ou have to be extremely direct, accissible and credible to sell appraisal services to attorneys.
We get asked constantly for advice on where to get non-lender business. One niche to look at is attorneys, financial planners and other professionals working with debt relief, bankruptcy, foreclosure, divorce, probate, land use and eminent domain.
To get advice on how to approach attorneys we did what many people do when they have a problem: We called our lawyer.
"Professional demeanor and appearance are essential to a good first impression," said Jennifer Sides, our Corporate Counsel. "Next, you have to tell an attorney how you can help them, and you don't have a lot of time or latitude to do it. Chummy, small talk won't win you any points. Be believable; be convincing," Sides suggests. "It goes without saying you should be honest and capable, but if you have to take the stand, you have to be able to persuade a lot of people to believe in you. That needs to be evident."
You have to tell an attorney how you can help...and you don't have a lot of time or latitude to do it.
When you call an attorney's office, you'll probably deal with a receptionist first. Be incredibly polite and you are more likely to get through. Also, ask with whom you should speak. In most firms, attorneys handle different issues and there may be someone specific handling estates.
Bruce MacEwen is a New York City lawyer who consults with law firms on business and economic issues. He's no stranger to the give and take of marketing and selling. He agrees wholeheartedly that an appraiser must "Explain exactly what you can do for me."
"Essentially, what you can do is (a) save me money; (b) save me time; (c) make me look good; (d) bring me clients," he explains. You won't get a lawyer's attention unless you can quickly and clearly communicate that you can deliver on one or more.
Los Angeles practitioner, Denise Howell, wants your website to be your online resume, marketing material and sales pitch. An important part of which would be your blog, she says. "If I were looking to find a real estate appraiser to work with, I'd hire the one who demonstrates their knowledge, expertise, and experience palpably through regular blog posts," she says. "And I'd look to the Web for candidates long before any print publication or directory."
You need to "explain what you can do that is not generic or a commodity," MacEwen says. "If I'm buying 5 lbs. of flour, I want the lowest possible price, unless you can convince me that your stone-ground, high-gluten, North Plains winter wheat is special. Tell me why you're special. Concisely."
Don't forget your call to action. "Even if you get everything else up to here right, if you don't give me something concrete to do, your e-mail will scroll off the bottom of the screen and I'll never see it again," MacEwen warns. "At the end, give them something to do like ‘Add me to your contacts,' ‘Visit my website to sign up for a new customer discount,' ‘Call me to schedule a time I can come by your office.'"
That's great advice straight from the horse's mouth.
Examples of pre-written, attorney-targeted ads found in XSellerate. Click here to learn more about our automated appraisal marketing system, XSellerate.
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