NAR pumps up the volume / the politics of boosterism : Manhattan Loft Guy

Manhattan Loft Guy

Nov. 6, 2006 - NAR pumps up the volume / the politics of boosterism

The National Association of Realtors® ran the first of six full page large newspaper ads last week about now being a great time to buy or sell real estate, which has generated a lot of commentary.

I have previously posted about the NAR’s superficial boosterism and the tendency of many on the Real Estate Industrial Complex to use happy-talk, so I get what the critics are saying (See Matrix for the ad copy and a typical discussion, and a spoof.)

“we’re sorry we’ve worn rose-colored glasses” (not)

I don’t expect the NAR to take out an ad that says “we’ve been too bullish”, but there are other ways for NAR to boost business for its members.

The first thing to realize about NAR, however, is that it is looking out for me and the other 1 million+ members (errr, thx but…). I suspect that the primary motivation for this ad campaign is that the members are so frustrated with the national media and have complained to NAR to do something!

I think it has had that morale boosting effect for many Realtors®, but at too great a cost.

hum along with Bernstein

I used the term “Pollyanna” in the Matrix thread, but I think a better reference is to Dr. Pangloss of Candide (“this is the best of all possible times in the best of all possible worlds”). NAR risks insulting everyone’s intelligence by insisting that one is a great time for all buyers and all sellers in all local markets.

If I were running the show I would (1) talk about some favorable data/trends, but (2) drive people to their local Realtor® for advice about determining whether this is the best time for them to buy or to sell given their local market conditions.

you need an expert in perilous times dadgummit!

Pump up the need for expert advice, rather than insist that everything is wonderful for everyone (why can’t we all just get along?). Something that says (1) the market has changed in most of the country over the last year or so, (2) conditions are favorable for many buyers and for many sellers in many places, (3) call 1-800-REALTOR to get the kind of expert help you need about an important decision in a complicated world.

Fact is, in every set of market conditions in every local market, the times and circumstances are right for some buyers and some sellers. But you gotta know what you are doing.

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Nov. 6, 2006 - NAR pumps up the volume / the politics of boosterism

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