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Original and Revised NAC Direct Mail Piece

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The first letter is a complete revision; the second letter is the original version. I interviewed two stakeholders to determine what they wanted to say and then craft the language for the revision.

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Page 1: Original and Revised NAC Direct Mail Piece

Dear Partner, What does the future hold for your career? Federal regulations are changing the way lenders do business, and those changes impact YOU. I am a seasoned appraiser, and four years ago I realized that someone had to protect us from undue pressure, be our voice to lenders, and help us navigate the turbulent seas ahead. That’s why I formed NAC – National Appraisers and Consultants ! Immediately, NAC aligned with influential industry leaders and in four short years has become the preferred service provider to real estate owners and lenders. Furthermore, we have built a panel of appraisers with unparalleled knowledge, status, and opportunity. Today, NAC leads the industry in innovation. All this heralds a bright tomorrow for NAC appraisers! Partner with NAC and get these benefits! You’re passionate about your career, and we are too. You’re obviously going places, and we are too. Let’s go together. If you are not already a member, join our powerful 2010 Partner Panel now. Here’s why:

- We boost productivity and profits by sending you appraisal assignments. - We protect you from unseemly industry practices and pressures. - We significantly reduce liability by ensuring that your appraisal is USPAP compliant. - In each geographic region, we limit the number of appraisers on our panel so that you get a

steady stream of referrals. - We match you with financially healthy and ethical lenders who want only accurate and

unbiased appraisals! - So much more. . .

If you are already a partner, here’s a sneak peek at some of the additional rewards coming your way soon:

- We are creating a subsidiary nonprofit organization, backed by federal grant money, to train and equip appraisers.

- We will soon offer online continuing courses, designed by appraisers for appraisals. These information packed courses will make you masters of your craft! Enhance your career, gain vital insights, and learn sophisticated new skills.

Work Smarter, Not Harder. Using Technology to Make More Money! How to Work with AMC’s – The Ins and Outs from the Source How to Write Superb Appraisals – Helping Appraisers Reach the Next Level USPAP and AMC’s- The New Way of Doing Business Ethically

As you can see, we are appraisers; we understand appraisers; we service appraisers better than anyone in the industry.

Don’t miss the action!

Page 2: Original and Revised NAC Direct Mail Piece

You are just one easy step away from belonging to the nation’s most respected Appraiser Panel. Simply jot down the information requested below and FAX it back to us at 715.552.5399 with your credit card information. You can also send the form with a check to NAC, ……..,……. As soon as we receive your membership fee, we will add you to our 2010 Appraiser Panel and you immediately reap the rewards of being affiliated with the ONLY full service appraiser panel in the United States today. The reward you receive will be worth many times the membership price. I have staked my reputation on it. Signature line, P.S. It is important for you to respond promptly. Membership in our 2010 Partner Panel closes on July 1, 2010, so I urgently recommend that you take action now. ABOVE IS AN REVISED VERSION OF THE ORIGINAL LETTER BELOW Dear Partner, At NAC, we are on the forefront in the industry in many ways. We realize as an appraiser, you have been through many drastic changes in the industry this past year and you may be worried what the future will look like. Change can be scary but it is inevitable. However, with change come innovation and positive advancements. NAC has been diligently working over the past four years. Beginning at a time, when an appraiser owned AMC was laughable, because there were many complications, stigma and alternatives. At that time, before orders were sent, clients would ask for a comp checks, asked to hit or target values, some practices compromising USPAP. These tactics put a tremendous amount of unwelcome pressure on appraisers. It was these reasons that drove NAC to start this journey. Any appraiser that worked with NAC was “protected” from the client stresses. Instead, we advised every appraiser to simply provide an accurate value appraisal and we handled the rest of the work. Often times defending the appraiser by fielding the bankers' phone calls if they were unhappy with the value. It was stressful to say the least, but this gave us more motivation to keep doing what was needed. We were determined to find a way to build a panel of appraisers and ethical lenders to focus on one thing…accurate and unbiased appraisals! Along the way, we perfected the process, built the foundation and found our nitch in the industry. Now that May 1, 2009 and January 1, 2010 have happened, the move in the right direction has begun. A jolt has been sent through the mortgage industry, leaving many angry and upset loan officers. Compounding this situation, appraisers have been left wondering how they will survive and where to get new clients. It is revolutionary! Our owner has been an appraiser for many years and understands your side of the story. Having a complete knowledge of the industry, we have now brought many exciting aspects and solutions. Many of our ideas have been implemented industry wide. We have much more we will be unveiling this year that will have great impact in the industry. NAC has aligned themselves with influential people to assist in this battle on the appraiser’s behalf. A sneak peek at the Innovation coming to our appraisers from NAC 2010!

Page 3: Original and Revised NAC Direct Mail Piece

NAC is joining forces with affiliate companies to share our panel of appraisers with others, so our panel will be shared, meaning more orders for you! This approach is unheard of in the industry. We have spent four years developing our panel and we are truly committed to our appraisers and getting them ALL consistent work. Because at this time we are not accepting 10,000 appraisers for our list, our team hand picks healthy banks and clients that cover specific areas, ensuring orders to every state. We develop a strong business relationship with them – but will always remain unbiased. Being ethical, compliant and the best in providing appraisals will forever be essential to NAC.

Developing Ecourses designed for appraisers to help in this era. Courses in progress: *Work Smarter, Not Harder; Using Technology to Make More Money! *How to Work with AMC’s – The Ins and Outs from the Source *How to Write Superb Appraisals – Helping Appraisers Reach the Next Level *USPAP and AMC’s- The New Way of Doing Business Ethically We are extremely excited to bring you these courses and will issue these courses to the state board to earn continuing education hours. The technology course will be the first one available and the others will follow as they are completed. They will all be available online for your convenience. These are all developed by appraisers for appraisers!

Non-Profit Organization 2010 organization to promote appraisers backed by federal grant money. Plan on buying technology equipment to give away to our panel appraisers to help you save time!

Syndicate a national Emagazine 2011 to educate homeowners, lenders and appraisers about what’s going on in the industry – create positive press! Very exciting! We have developed solutions to help our lenders, homeowners and appraisers as we are on the forefront in this era. We will reveal everything to you in our newsletters as it hits the industry! We are proud and appreciate all the support – this help drives our company to great heights! We promise to continue to work hard and have set goals to be the largest and most respected appraisal service company in the world! NAC has engaged in costly alliances with lenders to generate massive business. We have had an enormous influx of new applications. However, NAC doesn't want to saturate coverage in areas, as doing so would take away from the appraisers on our panel. In turn, as a way to keep the number on the appraiser panel, we are creating a Partner List. As a result, NAC must implement a Partner Fee of $175. Have they ever before been asked o pay a membership fee? Is this These fees will be for administration, oversee our panel and AMC fees. Please fill out the payment information, either check or credit card. You can email this information to our billing department at [email protected] or fax to 715-552-5399. The more clients we contract with, the more work we can get to you. It's a win-win alliance!