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Can Negative Media Reports Help?
Yesterday’s Wall Street Journal headline: “Home Forecast Calls for Pain.” The subtitle? “Prices to Stumble through 2015.”
While I didn’t see the article until last night, the timing of the headline (for me) was particularly poignant. Yesterday I spent the day with Chris Drury and his fine sales team at Kiawah; and spent most of our time together teaching on the topic of pricing properties to the market.
Like the doctor who told me I had pancreatic cancer in the Spring of 2010, it’s our job to help our selling clients understand reality. Without a firm grasp on the reality of today’s market, they’re left to make uninformed decisions that will ultimately cost you a sale and them money as they chase the market down.
Just as accurate information allowed me to make difficult decisions re surgery, chemo, and radiation… our sellers need to have accurate market information to make difficult selling decisions. (As a side note - my scans have been clear for nearly 12 months now so I’m very thankful for “having all the facts” with which to make difficult decisions.)
One of the tools in your toolbox is in fact the media.
Negative articles and/or TV reports relative to the housing market can be a wonderful resource to share with your seller clients! In order for them to understand the critical nature of accurate pricing, your sellers need to see what buyers are reading. More importantly, they need to understand that the decline in the value of their property is NOT somehow a reflection on them or their judgment… it’s simply the market.
As a side note – each of my selling clients will be receiving a copy of yesterday’s article. It’s my job as a professional to provide them with accurate market data and anecdotal headlines so that they can make informed and intelligent selling decisions.
So don’t let the media get you down! Look at everything as an opportunity, and you’ll find yourself more positive, productive, and successful.
Posted on 09/22 at 11:06 AM
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