The regulators are crazy about not over-estimating the value of properties these days. Most banks, just want to get the loan approved and get someone else to take on the bad debt liability. I'd think carefully about what your company can do that other companies cannot. Generally, a lower price for your services is not a good strategy, because it immediately undervalues your service. In addition, competition could neutralize this quickly by matching price, but probably doesn't even need to do this against a new company. You may have higher costs at first, so think about charging a premium of some kind for some value-add that you can provide your clients: Speedy estimates More complete estimate analysis Statistical risk curves median, 90% high, 10% low You need to get out there and talk to your prospective clients. Avoid the clients that shop on price, because you don't want to be tied up with low-margin business. What is it that your target clients in your area want from your company? Perhaps a lending institution is willing to spend more for some aspect of their own work that they could pawn off to you. Remember, your costs are probably lower than the bank's costs, so there is some value add there. Whatever you do, you need a strategy and a plan. Why can you compete more successfully than your established competition? Please don't tell me it is price. You should charge a higher price and provide a superior service that your competition cannot quickly neutralize. I suggest you look up the marketing term: "prestige pricing" Sometimes, it is easier to sell something with a higher price tag. You always have the option of marking it down or discounting when forced to do so. You should keep in mind that you have a very high quality product and it deserves a high-value price. Perceptions are criticial. Low ball pricing is the quickest way to failure. In addition, you might think about just skimming the cream of the business. When a lending institution needs a quick appraisal, your company can be available at a higher price. (This is called emergency pricing) You don't want all of the business at first, just the best and most profitable business. Let the other guy take the low margin stuff.