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Today I read an article published in the Ann Arbor News under the title of "Home Prices Drop for 1st Time since `95".  It provided some comparisons between August 2005 and August 2006, in essence it indirectly pointed out it is a buyers market in Michigan.  The buyers market being indictive of decreased sales and an over supply of inventory.  The article also had merit in it`s comments on how the housing industry is an economic indicator and has impact on jobs in construction, raw materials, and even retail clerks.  

Despite the negative data, the reality is NOW is an excellent time to purchase.  Given the volume of homes available a buyer can often purchase more house and be able to negotiate a lower price then they could have a year ago.  

Therefore my question is, from a public relations stand point what would you recommend doing to accentuate the postive side  of a buyers market?   

After all, isn`t consumer confidence based on perception? Therefore providing an explanation as to why consumer purchases don`t align with consumer confidence ratings.   

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Nicole Champagne
Email: influencialexpectations@gmail.com
Cell: (734) 262-3730
Soar With Influencial Expectations!

One thing I hear over and over again, talking with younger folks: "Well, it`s impossible to afford a house these days. It`s not like when my parents were young, houses are just way too expensive. I`ll probably just have to live at home."

There`s also an increasing number of social issues type articles, news stories, and so forth, about being "over 30 and still living at home." Also based on it being "impossible" for today`s Utes of America to own a home.

If it`s a buyer`s market, I`m thinking there`s got to be a way to connect with these first-time buyers? On the other hand, modern creative financing is also a major threat, with people buying a house for no money down, having no credit, no financial capability, and so on. That story is getting out there also, discussing young couples who`ll be slammed big time when their financing structure changes.

I`d try to connect with the underbelly of the society`s consciousness; those hidden fears that people have that "nowadays" are nothing like the past, nobody understands, and whatever was the American Dream back then,  it`s all gone. It isn`t, of course, but that`s *also* a perception.

Nothing we`re doing in 2006 is all that much different from what people were doing 15,000 years ago in ancient Egypt. People are people, and we all want pretty much similar things when it comes to a comfortable, safe life. But as Michael Crighton says in his essay on fear, what`s different in our time is the incredible amount of fear-marketing! It`s raised the level of anxiety to almost the same levels as back during the Salem witch trial days.

People CAN buy a house! I think if you overcome that underlying sense of panic, fear that there`s no long-term stability in the country, and worry that everyone is going to be fired tomorrow, that`ll maybe go a long way toward enhancing the buyer`s market window of opportunity.

Thank you for the feedback and the link on fear marketing.  Many fears do stem from how circumstances real or unreal are perceived.  Therefore I am looking forward to reading it thoroughly.  

Bottomline, I see an opportunity.  I know the media has reported reliable, concrete facts.  Yet I am of the belief that rather then accepting any negative message that these temporal circumstances present an opportunity.  What I am unsure of is what is the best approach to changing the perception of the message; to redirect the negative to an optimistic message and then deliver it to potential clients?  

 

 

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Nicole Champagne
Email: influencialexpectations@gmail.com
Cell: (734) 262-3730
Soar With Influencial Expectations!

Aren`t the old ways the best? I mean, there used to be a cultural belief that owning a piece of property was the ultimate security. Isn`t that still true? I`m not sure what you`re asking. Is it a marketing-specific idea of how to phrase the term "buyer`s market" optimistically? Or are you trying to utilize an opportunity more generally?

Are you looking for an idea for scripting, or are you wondering how to approach a market segment different from your current clientele?

Craig, thanks for the reminder on the American Dream! 

Yes, I agree there use to be a cultural belief that owning a peice of property was the ultimate security.  It was part of a patriotic message of the American Dream: complete with apple pie, and the white picket fence and house.  It was that message or theme which changed perception. That same message inspired the actions of others, stimulated our economy and gave people a sence of accomplishment.  It was a realistic goal which people could envision themselves reaching.  Therefore it`s message became engrained in our culture. 

Yet today the majority of messages lean toward fear, uncertainty and ambiguity.  Thus giving the impression that the American Dream of homeownership isn`t available for everyone.  Ironically a person`s thoughts direct their actions.  For example when people perceive the economy as being negative they spend frugally and when they perceive homeownership to be beyong their means they rent.  It is a basic scenario of cause and effect.   

Your comments now have me curious as to how the patroitic message of the American Dream evolved and was launched.  It has also given me a wealth of ideas to consider.  Thanks!  

 

 

 

  

 

 

 

 

 

 

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Nicole Champagne
Email: influencialexpectations@gmail.com
Cell: (734) 262-3730
Soar With Influencial Expectations!

RealtorNicole:

CraigL has some Great ideas!

Now is a time that people who never dreamed of owning a home may now be able to make that dream come true.

Real estate is, and always has been the single most accepted way toward building any future retirment savings and potential wealth for all.

Think of your realty business as an "American Dream Maker."

Have a Great Day!

Tony Russ

Design Ideas Marketing Associates

www.designideas.tv

 

Hm....could you play into the relatively current and still popular "American Pie" movie(s)? What about Don McLean and the seeming resurgence in commercials? (That song, "American Pie") It`d go along with the mom, apple pie, and Cheverolet at any rate.

How about writing an article, "The American Dream: Alive and Well." Then post it to your Web site, and see if you can freelance it out to anyone who`ll take it. Of course you`d pepper the article with things like, "We here at (your reality company) have always held that...." and the patriotic message.

More and more, I believe that a Web site is actually a branding tool and consolidated identity system. I think more Web developers should think of themselves as ad agencies, like from Madison Avenue. They should provide graphic art, copy writing, print-media management, layout, and a single-theme product identity. A Web site is like an expensive brochure, and should grab people like those of a new car model.

What`s the "theme" for your realty business? Can you somehow convert it or modify it to grab hold of this American Dream idea or theme?

What counteracts fear? I think it`s *doing something!* "What can I make today?" I think that gets us thinking and out of the morasse of fear. Think of Prudential`s (?) "Own a piece of the rock" slogan, and maybe you could do something like "Own a piece of America again."

Everyone`s afraid of outsourcing and foreign countries buying up everything in sight, including our debt! You could do another article about how China is buying US debt, which puts us in military jeopardy. Then link it to how You TOO can "defend this country" by taking a piece of land off the market--owning it. :-D I dunno...there`s some interesting things when it comes to counteracting the perception of fear.