1. Information We Collect

A. Information You Provide Directly

When you contact us through our website contact form, request an appraisal, or communicate with our team, we may collect:

• Your name, phone number, and email address
• Property address and basic property details
• The nature of your appraisal need (purchase, refinance, estate, divorce, litigation, tax appeal, etc.)
• Any additional information you voluntarily share in your message or during the appraisal engagement

B. Information Collected Automatically

When you visit appraisalsbymac.com, certain data is collected automatically through cookies and third-party analytics and advertising tools, including:

• IP address and general geographic location
• Browser type and device information
• Pages visited, time spent on each page, and referring URLs
• Click behavior and interaction data

This data is collected through Google Analytics and the Facebook Pixel (see Section 4 for full details on advertising data sharing). These tools operate at an aggregate or pseudonymous level and do not automatically collect your name or direct contact details.

C. SMS/Text Message Communications

If you opt in to receive text message communications from MacDonnell Appraisals through our Twilio-powered messaging platform, we collect and retain the following:

• Your mobile phone number
• A record of your express written consent to receive SMS communications, including the date, time, and method of opt-in
• Message content and response data
• Opt-in and opt-out timestamps

Standard message and data rates may apply. Message frequency will vary. You can opt out at any time by replying STOP to any message. For help, reply HELP or contact us directly at 816-200-0730. After opting out, you will receive one final confirmation message and no further texts will be sent.

2. How We Use Your Information

We use the information we collect for the following purposes:

• To respond to your inquiry and provide residential appraisal services
• To schedule inspections, communicate updates, and deliver completed appraisal reports
• To comply with our professional obligations under USPAP (Uniform Standards of Professional Appraisal Practice), state licensing requirements, and applicable law
• To fulfill lender, client, and court-ordered reporting requirements
• To measure the performance of our website and advertising campaigns through Google Analytics and the Facebook Pixel
• To send transactional and service-related text messages if you have provided express written consent to receive SMS communications
• To improve our services, website experience, and marketing efforts

We do not use your personal information for automated decision-making or profiling that produces legal or similarly significant effects.

3. How We Share Your Information

A. Authorized Client of Record

For mortgage-related appraisals, your appraisal report and associated data are delivered exclusively to the authorized client of record, which is typically the lender, mortgage broker, or appraisal management company (AMC) that engaged our services. For private-side assignments (estate, divorce, litigation, tax appeal, or owner-initiated appraisals), the report is delivered to the individual or entity that retained our services as the authorized client.

B. Legal and Regulatory Disclosure

We may disclose your information as required by law, court order, subpoena, or regulatory inquiry, or in response to lawful requests from government or licensing authorities. This includes compliance with state appraisal licensing boards, USPAP requirements, and professional standards bodies. We will make reasonable efforts to notify you of such a disclosure unless prohibited by law from doing so.

C. Third-Party Service Providers

We work with a limited number of third-party vendors who assist in the operation of our business and website. These vendors are permitted to use your information only to perform services on our behalf and are prohibited from using it for their own marketing purposes:

• Google LLC (Google Analytics, Google Ads) — website analytics and advertising measurement
• Meta Platforms, Inc. (Facebook Pixel) — advertising measurement and audience targeting (see Section 4 for important disclosures)
• Twilio Inc. — SMS/text message delivery and consent management
• PluraMedia — website hosting and development (appraisalsbymac.com)
• Monday.com — internal order and client relationship management

D. Advertising Data Sharing and Your Right to Opt Out

We use the Facebook Pixel on our website. Under certain state privacy laws, including the California Consumer Privacy Act (CCPA) as amended by the CPRA, sharing personal data with Meta Platforms for advertising purposes may be considered a “sale” or “sharing” of personal information, even when no money is exchanged.

If you wish to opt out of this type of data sharing, you may do so through the following mechanisms:

• Facebook Ad Preferences: facebook.com/ads/preferences
• Google Ads Settings: adssettings.google.com
• Your browser’s cookie settings or a browser-level opt-out tool such as the NAI opt-out page
• Contacting us directly at 816-200-0730 to request suppression from advertising platforms

We honor opt-out requests to the extent technically practicable given the tools we use.

E. What We Will Never Do

We will never sell, rent, trade, or lease your personal information to any third party for their own marketing purposes. The data sharing described in Section 3D above is limited to advertising measurement and audience functions and does not involve the transfer of your name, contact details, or appraisal records to Meta or Google.

4. Cookies and Tracking Technologies

Our website uses cookies and similar tracking technologies to enhance your browsing experience and measure the effectiveness of our marketing. You may control cookie preferences through your browser settings. Please note that disabling certain cookies may affect the functionality of this website.

• Google Analytics cookies — collect pseudonymous usage data to help us understand how visitors interact with our site. Data is processed by Google in accordance with Google’s Privacy Policy.
• Facebook Pixel — allows us to measure conversions from Facebook Ads, build custom audiences, and optimize ad delivery. Data is processed by Meta in accordance with Meta’s Data Policy.

At this time, we do not have an automated mechanism to respond to browser-level Do Not Track (DNT) signals, as there is no uniform legal or technical standard for doing so. California residents and others with rights under applicable state law may submit opt-out requests as described in Section 3D.

5. Data Retention

We retain appraisal records, workfiles, and related client data for a minimum of five (5) years from the date of the appraisal report, in accordance with USPAP Record Keeping requirements. Missouri state licensing regulations and IRS guidelines may require longer retention periods for certain types of appraisals, including estate and charitable contribution assignments, in which case we retain records for the period required by the applicable standard.

Contact form submissions, SMS communications, and general inquiry records are retained for a reasonable period consistent with our business operations, typically no longer than three (3) years, and then securely deleted or destroyed. SMS consent records are retained for a minimum of four (4) years in accordance with TCPA best practices.

Website analytics data is retained according to the standard retention settings established by Google Analytics (default 26 months).

6. Data Security

We implement administrative, technical, and physical safeguards designed to protect your personal information from unauthorized access, disclosure, alteration, or destruction. These measures include:

• Secured digital storage systems for client files and appraisal workfiles
• Role-based access controls limiting data access to authorized team members only
• Professional training in data privacy and confidentiality obligations under USPAP
• Physical security measures for any paper-based records

Data Breach Notification

In the event of a data breach involving your personal information, we will comply with applicable breach notification laws, including Missouri’s data breach notification statute (RSMo Section 407.1500). Where required by law, we will notify affected individuals in a timely manner, using contact information we have on file. We will also notify relevant state authorities as required. The timing and method of notification will depend on the nature and scope of the incident and applicable legal requirements.

7. Your Privacy Rights and Choices

Depending on your location and applicable law, you may have the following rights regarding your personal information:

• The right to know what personal information we have collected about you
• The right to request correction of inaccurate or incomplete information
• The right to request deletion of your information, subject to our professional, legal, and USPAP-mandated retention obligations
• The right to opt out of SMS communications at any time by replying STOP to any text message
• The right to opt out of advertising data sharing as described in Section 3D

How to Submit a Request

To exercise any of the rights listed above, please contact us using one of the following methods:

• Phone: 816-200-0730
• Email: info@appraisalsbymac.com
• Mail: MacDonnell Appraisals, Platte City, MO 64079

To protect your privacy and security, we will take reasonable steps to verify your identity before fulfilling your request. Verification may include confirming your name, contact information, and your relationship to the property or appraisal in question. We will respond to verified requests within thirty (30) days. If we need additional time, we will notify you within the initial 30-day window.

We will not discriminate against you for exercising your privacy rights.

8. Children’s Privacy

Our website and services are directed exclusively at adults. By submitting any form or inquiry through our website, you represent that you are at least 18 years of age. We do not knowingly collect personal information from individuals under the age of 13. If you believe a minor has submitted personal information to us, please contact us immediately at 816-200-0730 and we will take prompt steps to delete that information from our systems.

9. Limitation of Liability

Our total aggregate liability to you for any claim arising under or related to this Privacy Policy shall not exceed the total fees paid by you to MacDonnell Appraisals in the twelve (12) months preceding the claim, or one hundred dollars ($100.00), whichever is greater.

Some jurisdictions do not allow the exclusion or limitation of certain damages, so the above limitations may not apply to you in full.

10. Governing Law and Dispute Resolution

This Privacy Policy is governed by and construed in accordance with the laws of the State of Missouri, without regard to its conflict of law provisions. Any dispute arising out of or relating to this Privacy Policy or our privacy practices shall be resolved exclusively in the state or federal courts located in Platte County, Missouri, and you consent to the personal jurisdiction of those courts.

If you have a privacy concern or complaint, we encourage you to contact us directly at 816-200-0730 before initiating any formal legal proceeding. We are committed to resolving privacy concerns in good faith and in a timely manner.

11. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our business practices, technology, legal requirements, or for other operational reasons. When we make material changes, we will update the Effective Date at the top of this page. For significant changes, we may also provide notice through our website or by direct communication where we have your contact information.

Your continued use of our website or services following the posting of any update constitutes your acceptance of the revised policy. If you do not agree with the updated policy, please discontinue use of our website and contact us to discuss your options.