This is a direct mail campaign for First Choice NW -- Appraisal Management Company.  In the real estate industry, Apraisal Management is one of the most critical yet commodified services.  As an intemediary between the lender, borrower, realtor, mortgage broker, and appraiser, an Appraisal Management Company (AMC) ensures that real estate appraisals are accurate and unbiased - they help prevent mortgage fraud.  And yet, one of the biggest struggles of AMCs is overcoming the industry's pressure to treat their specialized service offering as a product whose value (to lenders) is based soley on price. 

 

The bright spot of opportunity for AMCs is that the industry is still largely relationship based. Lenders can choose to partner with whichever AMC they "like" best.  So to help First Choice NW differentiate its business from competitors as it reaches out to direct prospects, I developed a direct mail campaign that re-defines the word "Value" using FCNW's own core values to explain why it's not just a choice, it's the BEST choice.