Exposure Time vs. Marketing Time for Dummies

Sometimes in an attempt to teach, we over-explain and nothing is learned.  I have had the difference between Exposure Time and Marketing Time explained to me in a live class, in at least two articles, and I read it myself in the new USPAP.  Confusing.  Confusing. Confusing.  Don’t get offended by the title of this article.  I consider myself one of those dummies who needs things spelled out.  Maybe the rest of you got it, but let me see if I can simply it for people like me. 

Exposure Time happens prior to the effective date on the report.  Marketing Time happens after.  Exposure Time can be calculated because you typically have data to support it.  Marketing Time is somewhat of a guess because it is in the future (much like the forecasted value on a Relocation Appraisal for those of you who are familiar with them).  It is likely that on most of your reports Exposure Time and Marketing Time will be the same.  BE CAREFUL THOUGH; they may be drastically different if, for example, there is some major change in your market that has just happened or is anticipated to happen soon.

There you go!  Now, I know the opposite of over-complication is under-simplifying and I am verging on the latter in this post.  Certainly, there is much more to know about these two terms, but this is a way to remember the two.  Since we are now required to put both a Marketing Time and an Exposure Time on every appraisal, I would suggest you do not gloss this one over.  Do some study or take a class, but know what they are.  You, of course, are responsible to know.

Now, go create some value!




Dustin Harris is a multi-business owner, but he has found most of his success as a self-employed, residential real estate appraiser. He has been appraising for nearly two decades. He is the owner and President of Appraisal Precision and Consulting Group, Inc., and is a popular author, speaker and consultant. He owns and operates The Appraiser Coach (www.theappraisercoach.com) where he personally advises and mentors other appraisers helping them to also run successful appraisal companies and increase their net worth.  He is also the Founder and President of Your Appraisal Office (www.yourappraisaloffice.com) which implements some of the systems he has developed to help lower costs and free up time for real estate business owners.   He and his wife reside in Idaho with their four children.


7 thoughts on “Exposure Time vs. Marketing Time for Dummies”

  1. Hi Dustin. I enjoy your articles and your positive “make lemonade” attitude. I can understand why you are successful in a profession that seems to be devolving versus evolving. Our government’s new consumer protection theory is about as well thought out as opening a lemonade stand in the pouring rain. Customers? Nope, too dangerous. Everyone knows Appraisers trade in their spine for their license. Employees? Nope. Who can afford employees after being separated from their main client base? … Well that’s the end of my tiny rant.
    In response to a previous readers comment, (you know the one), your signature closing “Now go make some value” is akin to the popular “Now go make it a great day! so many upbeat dudes close their voice mail message with. Really? Anyone who can’t get that is way too cranky to get the concept that we all make our own realities, which from what I’m getting, your all about.
    Keep it up, Dustin. We all need people like you leading our profession right now.
    Now for my question… I finally get “exposure” time. Thanks! But now I’m confused with “”marketing” time? If it starts after the effective date on (say) a purchase appraisal, they are most likely 1-2 weeks from closing. The “marketing” is over. So how is that amount of time “marketing” time? What am I not getting? …The dummy you wrote the article for :o)

    1. Pamala:

      Great question. Marketing time has to do with the subject and not the comps. You are estimating the marketing time based on typical exposure times (though they are different). 🙂 I would say, at least in my market, if there are no major changes anticipated, the Marketing Time for the Subject and exposure time will be the same. Hope that helps!

  2. Angela Hernandez

    the problem I have is I am a realtor and appraiser. So this explanation STILL confuses me. (These days I sell far more than I appraise) For instance, MARKETING time before the effective date of the report. What if the property is already on the market and being MARKETED and a contract price set? Is this ASSUMING its not listed? I am STILL confused

  3. Brian Stafford, SRA

    Dustin, I think what makes these definitions complicated is that Realtors use the term DAYS ON MARKET which is essentially considered by users of their database to be the marketing time. So, that makes an appraiser want to think of the marketing time as prior to the effective date of the report which means exposure time would be after. That is precisely the opposite way of thinking based upon the USPAP definitions and, therefore, a bit confusing. Thanks for your explanations above and your efforts to share knowledge in this crazy industry.

Leave a Comment

Your email address will not be published. Required fields are marked *

Related Posts

Scroll to Top

Existing Members

If you have been a member prior to Jan. 1st 2024

Or, click on the right side to sign up as a new member (with a free month and added bonus material) and your existing membership will be automatically moved over and any extra payments credited. 

Or, click on the link below to sign up as a new member (with a free month and added bonus material) and your existing membership will be automatically moved over and any extra payments credited. 

New Members

If you became a member after Jan. 1st 2024 or are an existing member and want to move to our new system. 

Try the All-Star Team No-Risk for 30 Days Free!