When I started ExcelAppraise, I wasn’t just launching a business—I was taking a leap into the unknown, and I was lucky enough to have someone very special guiding me through it: my dad.
My dad spent his career in branding. He had a gift for helping companies find their identity, their voice, their reason for being. But helping me name my new appraisal firm? That wasn’t just another project. It was personal. He once told me it was one of the most meaningful professional opportunities of his life.
He asked me thoughtful questions about appraisals, about how I wanted to show up in the industry, about what kind of experience I wanted clients to walk away with. And then one day, he gave me the tagline that would define the early days of ExcelAppraise:
Exact. Experienced. Effective.
It was classic dad—clever, thoughtful, sharp with the alliteration. But more than that, it nailed what mattered:
Exact, because we deal in precision. Every decimal, every comp, every square foot has to be right.
Experienced, because appraising isn’t just about numbers—it’s about judgment, intuition, and knowing how to read a property and a moment.
Effective, because our work has to do something. It has to help people move forward with clarity and confidence.
Those three words were on our first business cards, our early reports, and even today, I can still hear him saying them with pride. They weren’t just a tagline—they were a compass.
Over the years, ExcelAppraise has grown. We’ve evolved our brand. We talk more now about storytelling, empathy, trust, and legacy. We’ve developed a clear mission to “value what matters,” and we’re building a national presence rooted in local insight.
But that origin—the clarity and care my dad brought to helping me define our firm—it’s still with me. Because no matter how much we evolve, we always need to remember where we came from.
And I’ll never forget it. I see it in moments like this—a picture of me as a kid in my Boy Scout uniform, nerdy transition lenses and all, with my dad’s arm around me. It’s a snapshot of love, of pride, of presence. That’s what he gave me—and that’s what I try to carry forward.
So while we may not use Exact. Experienced. Effective. as our headline today, it’s still in our foundation. In how we treat people. In how we show up. In the kind of business we’re building, one appraiser, one story, one home at a time.
We value what matters. Because he taught me how.
Tell Us Your Story. We believe every home has a story—and we’d be honored to help tell yours. If you’re preparing for a transition, curious about your home’s value, or just want to understand what makes your property special, let’s talk.
