Marketing is the art of influence and suggestion in order to achieve a distinct goal -- in this case, the procurement of appraisal services. The view that all professional in a given calling are equal and have earned the right to be professional has meant that advertising one's services in any way but a discreet availability for services is unprofessional is changing, but the difficulty is still apparent. How do appraisers create a need? How do they promote themselves without promoting liability? There are five distinct issues that apply to determining how you market yourself. These are: 1. Marketing for professionals is about skill and service. 2. Marketing has inherent limitations best seen in the concepts of over-and under-marketing. 3. Marketing includes being careful of what you advertise. 4. Marketing includes being careful how you advertise. 5. Marketing for professionals is often about word of mouth.
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