Hi folks. Yesterday I received an email from my local REALTOR® Association (OSCAR). In it was a plea request, from our new Association President, asking all REALTORS® to place a one liner in all our ads stating “Now is a great time to buy real estate!” Our Association has also started an ad campaign with this same theme. Here is a sample ad.
I guess the reasoning behind this is that if we all aggressively market “Now is a great time to buy real estate!” we can overcome the negative media and change the real estate market in Osceola County. According to our new president, “The most important thing I feel that our Association can do to help our members this year is to help put money in your pockets.”
Here’s the quote from our President:
“Now is a great time to buy real estate! I am asking for all REALTORS® and Brokers to join us in this campaign. There is so much negative media it would be hard for our Association to be able to battle this on its own. I am asking each and every one of you, that in any ad that you place, please put a one liner that says something about it being a great time to buy real estate, or a statistic about the interest rates, or any education that you feel will help the consumer realize that the market is not so bad. If all of our brokerages and Affiliate members make this a business practice in 2008, I believe that we can change the marketplace in Osceola County.”
Now folks, I’m not quite sure how I feel about this. I certainly don’t agree that things are as bad as the media portrays but I’m having a hard time getting my head around “Now is a great time to buy real estate!”
I’m a very optimistic person but I’m also a realist. I also know that the consumer is very smart. My success has been achieved by being 100% honest with folks. I believe in giving them the facts and letting them make their own decisions.
Is this request, from our Association, an attempt to manipulate the market? Is it less than truthful? Should we be telling folks “Now is a great time to buy real estate” when in fact, values are still declining? What if I told someone this and they bought based on, “Now is a great time to buy real estate” only to find out three years later, when they need to sell, that their property’s value has declined?
Am I over thinking this? Should I just jump on the bandwagon and start running optimistic ads just so I can “put more money in my pocket”?
Why do I feel uncomfortable about this? What am I missing? Please help me out here.
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