The Sweet Secret to Appraisal Marketing
Aug 26, 2026
I have been in business as the appraiser coach for 15 years now. Way back in the beginning, I did a workshop series called the Go Create Some Value workshop, where I traveled around teaching appraisers how to streamline their businesses.
One of the big things I talked about back then—and something I still do at every single appraisal inspection—is leaving behind a little jar of jam.
The Power of Reciprocity
Now, at first glance, you might just think, "Well Dustin, that’s just a nice thing to do." But this is actually about a core psychological principle: the law of reciprocity. When you give people something, they naturally want to give you something positive in return.
I don't have hard statistical data to prove this, but I have a mountain of anecdotal evidence. The minute I started handing out a simple three-dollar jar of jam, the number of complaints I received about low values or "bad comps" dropped off a cliff. When homeowners and realtors see that you are a nice, thoughtful human being who cares about their day, they are much less inclined to pick a fight with your final report.
Standing Out From the Crowd
In marketing, there are only two real rules you need to follow: be known, and be known as the expert. Handing out a gift makes you instantly memorable.
But I don't just hand out any standard flavor. I live and work in Idaho and Wyoming, so I hand out huckleberry jam. Around here, huckleberries are a massive deal. It's unique, it's creative, and it’s a pleasant surprise.
Embrace the Cheese
To take it a step further, I pair the jar with a little custom pamphlet full of puns. The headline says, "Hope we did not jam up your day today." Inside, it mentions how having an appraiser walk through your house can be a "real sticky situation," and finishes by saying, "Thank you for being so sweet."
I know it’s cheesy. But you know what? Cheesy works because cheesy is memorable.
I cannot tell you how many times I have walked into a house for a resale appraisal years after doing a refinance for the same family, and the owner looks at me and says, "Hey, aren't you the guy who gave us the jam?"
They remember it years later. So let me ask you: What are you doing to stay a step ahead of your competition? If you take just a little bit of time to care about how you stand out, you are already light years ahead of the appraiser next door.
Check out The Appraiser Coach Podcast for more info on this topic:
