PROView - May 2008 - (Page 2) Chairman’s Notes Our Industry through the Media Lens by Pat Ivers, Chairman of the Board You’ve seen the media reports. A television reporter relays the message that the number of foreclosures continues to increase. A headline on the cover of a local newspaper virtually screams of a housing market gone bust. All over the internet, news about drastically lower home values is sent out. While we cannot entirely blame the media for the slow market, they are at least to blame for putting a negative slant on virtually everything they come across. Is the news media fair? I think we can all agree that while the U.S. economy no doubt is struggling, there are bright signs. Yet such reports are amazingly absent among mainstream media outlets. Recent stories referencing REALTORS® have been downright insulting and the use and misuse of statistics is becoming frustrating to say the least. The main question though is whether consumers allow themselves to be influenced by these negative reports. Unfortunately, they do. All of us know that the lack of buyer confidence is among the top reasons consumers are holding back on buying a home as many fear a continued price decline. The truth, though, is that the home buying environment is becoming gradually more attractive with each passing month - great news for those waiting on a real estate market rebound. Meanwhile, affordability is on the increase. So what can we do? Actually, every one of us has the opportunity to be part of the solution. You can make a difference by providing positive news to consumers and the media. Educating the Public through Marketplace Statistics Are you currently using the statistics package PRO makes available to all members? If not, now is definitely the best time to bring yourself up to speed on what you can use to educate your clients. Here are some ideas as to what you can do to 2 PINELLAS REALTOR® ORGANIZATION spread knowledge to your sphere of influence: • Share your knowledge about the market on your website. • Join a blogging network to spread your news updates online • Ask for the opportunity to speak at neighborhood association meetings. Go to www.TampaBayRealtor.com/stats to familiarize yourself with all the statistics reports and tools available to you. Please note that statistics reports are available to members only and that you will need to log on to the website. Tell it like it is – to the Media Consumers are looking for information, and the media knows it. From national publications to free local newspapers, reporters are looking for a sign that the market is in fact improving. In fact, every reporter wants to be the first to announce a turnaround. Here are a few ideas of what you can do to inform a greater audience: • Write a guest column and contact the editor of your association newsletter, local publications, and maybe even the editor of newsletters for other organizations in your area. • Respond to newspaper articles by submitting letters to the editor Need tips on how to get started? Contact PRO’s media relations staff at 727-216-3034. PRO is Working on Your Behalf – Your News Is Needed Rest assured – PRO is working on your behalf. Your leadership participates in television and radio interviews as often as we are given the opportunity. Every time our national and state associations release market data, we do our best to provide our insight to local media outlets. You have probably followed recent local stories insinuating that REALTORS® are greedy investors now unable to sell off properties they shouldn’t May 2008 http://www.TampaBayRealtor.com/stats
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