Recently an appraiser friend contacted me and explained that he and his wife were considering growing their appraisal business into something larger with more revenue stability. They sought a plan to move toward managing the growing business, and ultimately to create a business structure that would allow them free time to enjoy life beyond the business, while still ensuring that quality and service remained the key principles of the enterprise.
They asked me to share some thoughts that might help them toward their objective as they knew that we had embarked on a similar path several years ago. That lead to a series of email exchanges attempting to answer several direct questions that they posed.
Correspondence with others has convinced me that many are seeking to accomplish the same general objectives as my friends. They felt the discussion was helpful to their planning process, so we've decided that the points shared with them might be useful if presented here. We'll try to do that in a series of posts so that the material doesn't get lost in overwhelming detail. This is the first installment.
We adopted a business model years ago of working to make the appraiser more efficient by using technology and support staff to do everything possible for the appraiser thereby freeing them concentrate on seeing properties, completing analysis, and writing reports: the very things that they are trained to do. I believe that philosophy accounts for much of the productivity we have been able to achieve and is the principal reason we are able to compete in this tough, very tough, market.
We determined early on that we don't set fees in the appraisal business. The market does. We may start with a fee we would like and feel is fair, but if we don't get the business we haven't set fees; we've just taken ourselves out of the market. In a competitive market place when trying to grow a business, we simply can't do that.
Instead, we ask what fee is acceptable and then we look at the product requested and determine if we can produce it for a profit. If our current methods and procedures can't produce it for a profit, we try to figure out a way to make the process more efficient and able to produce at a profit. If we think we can become more efficient we will accept that assignment and use it to make the changes to our operation, confirm the changes work, and then be ready to accept the next assignment of that type.
We can do that because we have reached a certain volume level that supports transferring a lot of the clerical work in the appraisal business to administrative folks. We also have a good handle on our costs and we understand the important distinction between fixed costs and variable cost.
A sole practitioner (SP), which I have been also, or a husband and wife operation such as my friends may not have administrative staff, but they can and should look at the business in the same way. They can divide their time spent on an assignment into administrative tasks and appraisal tasks, estimate their fixed and variable costs, and estimate the time and cost each type of appraisal product represents in their operation.
Armed with that information, they can make instant decisions about accepting new business and at what fee. In short, they can compete and be reasonably assured that the fee accepted is one that will produce a profit for their company.
It's not hard to do, and it is the key to reacting quickly and correctly when one is trying to grow a business in an environment where they don't, where they can't set fees.
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