Assist2Sell

Every day there's a new article or TV segment about the housing market with a comment from one or more local real estate professionals.  I'm so happy to see more and more quotes from Assist-2-Sell owners/brokers.  If you've worked with me at all, you know I think this is a great opportunity to build a reputation as a local expert.  Most people who read these articles don't know how they came about.  They don't know anything about the behind-the-scenes PR efforts that most likely landed you the interview.  They don't know anything about the credentials of the people being quoted.  In fact, I've spoken to "average" consumers who read these articles and assume the broker or agents must be the best in their respective area of expertise.  Do you see how this could be a great opportunity to be portrayed as an expert in your community?

I just want to remind you to stay positive when you talk to reporters.  I know many of you are experiencing very difficult markets, but try to help the reporters see the bright side.  I'm not suggesting you have a "Pollyanna" attitude but you should always remain optimistic.  The last thing you want is to be portrayed as negative with a "sky is falling" attitude.  Is that the type of person homebuyers and sellers will turn to?  I wouldn't. 

Here are just a few examples of how you can put a positive spin on a potentially negative story:

• This really is a great time for many people to buy a home.  Explain why. 
• Fortunately, there are programs like Assist-2-Sell's that allow home sellers to hold onto more of their home's equity without forcing them to sacrifice any of the service or support they need.  You don't have to pay a high real estate commission to sell your home.
• Real estate is cyclical.  We have seen this kind of decline -- and this kind of intense media scrutiny -- in the past.  If you are already seeing improvements -- even if they're minor -- point them out. 
• If a homeowner is in trouble with their mortgage, there are options and they should seek out the counsel of their bank or a REALTOR as soon as possible.  Assist-2-Sell brokers and agents have the knowledge and expertise to help homeowners decide what to do.
• Point out the long term benefits of homeownership that remain despite the decline.

Remember, you're the expert.  People turn to the experts because they need someone to help them understand what's going on.  Is it really as bad as it looks?  If it is, they'll need someone to help pull them through.  If it's not, they'll need someone to show them the hidden opportunities.  

If you have an opportunity to talk to the media and want some guidance, feel free to e-mail me at ecampbell@assist2sell.com.