The housing industry creates jobs and everyone involved needs to keep involved in economic development. That’s what the chief economist for Florida Realtors says.
That’s what the president of NEFAR says.
And that’s what every broker should be saying to the troops at the weekly sales meeting.
“If they move the fleet from Norfolk to Mayport,” said economist John Tuccillo at last month’s NEFAR meeting, “then most of you will do just fine. But, lacking that, you’re going to have to do something on your own. That means you need to get involved in bringing jobs to this area.”
Jobs are the single most important thing, said Tuccillo, who joined the state association a few months ago and hit the ground running hard. “The story of real estate is the story of jobs, and jobs ain’t here right now. We’re better off than we were last year but that’s not good enough.”
NEFAR President Dane Leslie says his troops are on board.
“Real estate sells homes, and home sales create jobs,” he said. “Our work supports the builder, who hires workers and who buys at Home Depot. We need jobs to bring people to buy those homes. We need to keep preaching the value of home ownership.”
He was pleased to hear Tuccillo’s message that Florida Realtors is going to establish a real research department that will arm agents with facts. “Facts about the market,” said Tuccillo, who has his Ph.D. in economics from Cornell University. “Not so-called ‘facts’ that you read and hear in the media.
“We aren’t going to let other people tell our story because that story seems to always be negative. If the real estate professional has the facts, then we can combat what others are saying.”
All true. All important. Know the facts, the real facts, and your sales pitch will be strong. It will have to be strong because today’s buyer and seller, unfortunately, has listened to the popular media emphasize the negative.
Let me make a few suggestions:
• Hear what Tuccillo is saying and look for his information on the Florida Realtors website.
Don’t go out and inhale statistics just because they sound good. Today’s seller and buyer won’t respond unless it’s a credible source. Tuccillo once was chief economist at the National Association of Realtors. His figures carry credibility.
• Stay current with the efforts of your government to attract business and jobs to your community.
Jacksonville Mayor Alvin Brown is emphasizing jobs, and he’s brought the local Chamber’s economic development people — literally — into City Hall. St. Johns County’s efforts are led by a bright guy named Kirk Wendland, who once did the same for Duval County and who knows his stuff. A new leader should be hired soon by Clay County.
Know what these people are doing, which means you have to do more than just read the daily newspaper and watch TV news (remember what Tuccillo said about letting other people tell the story?) Yes, you may have to join something and attend meetings. Believe me, what you learn will be worth it, many times over.
• Stay close with the Commercial Realtors you know.
They’re at the forefront of business development. If you’re in home sales, you can scratch out business from people changing the way they live. But a commercial agent needs new business to take that office space, and that agent is in heavy competition. Staying on top of information is an absolute must for those people.
• When election time comes around, ask the candidates what they’re doing about economic development and don’t take non-specifics for an answer.
You want to know specifics about their vision. They’re asking you to make them your leader. Where are they going to lead you? If they don’t have a reasonable plan, then ask their opponents.
Don’t stop there. Don’t wait for the next election. Ask your elected officials what they’re doing about bringing jobs to your community. Support those who are doing something.
• Finally, stay close to NEFAR and Florida Realtors. Tuccillo promised a real research department that would flow information through the pipeline down to you. Hold him to that promise.
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Yes, life is tough enough without having to pay attention to all those things. You may be trying to sell a house to someone who can’t make up their mind, you may be dealing with someone who may not qualify, you may have a client who wants to “see just one more house” and you may be trying to fit showings in between picking up kids.
But there are some other things that are very, very important to your business. Economic development is a big one. Make the time.
– Jim Bailey is publisher of Realty/Builder Connection and president of Bailey Publishing & Communications Inc.