Heron Executive Team

Frank L. Reed, Jr., MAI

Frank L. Reed, Jr., MAI


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Statement of Qualifications

Mr. Reed’s passion for real estate and his entrepreneurial spirit were fostered from a young age. His family has owned and operated a real estate firm for almost thirty years. In 1997, when Mr. Reed began his appraisal career, he focused on the healthcare sector. He has continuously specialized in the valuation of senior’s housing, including independent living facilities, assisted living facilities, nursing homes, continuing care retirement centers, and hospitals. Mr. Reed also consults on the development of new properties, in terms of site selection and providing market and feasibility studies. This niche market is experiencing growth and ever-increasing demand, and Mr. Reed provides his services nationally. Mr. Reed provides comprehensive valuation and consulting services to lending institutions, investors, property managers, as well as government institutions.

Mr. Reed gained valuable experience through working for some of the world’s largest financial and advisory firms, including PricewaterhouseCoopers and Cushman & Wakefield. In 2012, Mr. Reed formed Heron Valuation Group, providing professional services to his clients that are comparable and competitive with any large firm while having the flexibility and responsiveness of a small company.

With the formation of Heron Valuation Group, LLC, Mr. Reed established a general commercial appraisal practice in addition to his healthcare valuation services. Heron Valuation Group’s general commercial footprint covers the Panhandle of Florida, the entire State of Alabama, and the Mississippi Gulf Coast.

Sellers D. Payne

Senior Appraiser

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Mr. Payne joined Heron Valuation Group, LLC., as a Senior Appraiser in 2016. He was introduced to the appraisal industry by working with his father and mentor for ten years. He completed his training under his father which included both residential and commercial assignments. He was also the office manager for his father during that time. Upon moving to Mississippi in 2011, Mr. Payne worked for Hancock/Whitney Bank in the commercial appraisal department. There, Mr. Payne was directly involved with the ordering, coordination, and review of commercial appraisal assignments pertaining to properties all along the Gulf Coast. After being recruited by The McEnery Company, a regional commercial appraisal firm, Mr. Payne opened a satellite office for them. He spent the majority of his time between New Orleans, Louisiana and Biloxi, Mississippi. Mr. Payne gained significant experience in a multitude of commercial property types including: income-producing commercial properties, industrial and special-use properties, and vacant tracts of land. Now, Mr. Payne brings his familiarity and experiences of working along the many coastal Areas of Louisiana, Mississippi, Alabama and Florida to our firm. He is licensed as a Certified General Real Estate Appraiser in the latter three states. Mr. Payne is an Associate Member of the Appraisal Institute and is actively pursuing his Designation as a Member of the Appraisal Institute (MAI).

Lyle’ P. Reed

Associate Appraiser

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Mrs. Reed has been involved with real estate since obtaining her Alabama real estate salesperson license in 1995. Her exposure to the appraisal industry spans 18 years and began shortly after marrying her high school sweetheart, Frank. Mrs. Reed completed a Bachelor of Science Degree in Consumer Sciences/Financial Planning from the University of Alabama in 1998, before going on to earn her Masters in Business Administration in 2003, from the University of South Florida. Today, Mrs. Reed is in the process of obtaining her State General Certification with the State of Alabama after successfully completing all required coursework through the Appraisal Institute. Mrs. Reed has been a State of Alabama Trainee Real Estate Appraiser since 2013.
In addition to her involvement and training with a variety of appraisal assignments, most especially focused on those pertaining to the healthcare and seniors housing industry, Mrs. Reed is also responsible for the financial operations of Heron Valuation Group, LLC. Mrs. Reed has a particular interest and focus on market studies and feasibility analysis. Mrs. Reed’s general commercial experience has largely been with industrial and special use properties and vacant tracts of land.

Cynthia Stacy


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Mrs. Stacy joins Heron Valuation Group, LLC as a researcher in our Orange Beach, Alabama, location. Her past work experience in grant writing, land management, and office administration has prepared her to assist in organizing and preparing documentation for the appraisal business as well as management of office needs.

At Heron Valuation, we pride ourselves on maintaining strong working relationships with the nation’s largest banks, lending institutions, real estate developers, and investors.

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2305 E 2nd Street
Gulf Shores, Alabama 36542