Working in Real Time

There's no doubt about it: This market is challenging. The data show that sales are down nearly 50 percent year over year, and the REALTORS® that I visit and meet with confirm this stark statistic.

Despite this, REALTORS® also report that deals are getting done. These deals are taking longer, but they’re occurring because the desire to own a home has not disappeared. However, the agents closing these sides are working harder.

Much harder.

This is the time to dig in and really refine your work habits. I encourage you to use and embrace technology and learn your respective markets. Just because a property is an REO doesn’t mean it’s priced properly. Get out in front of the market and become proactive--become an advocate--on behalf of your buyers and sellers. Strive to deliver each client the utmost degree of professionalism. Do your homework, study the comps, and impress upon your buyers that opportunities exist and you can help them sort through the inventory to find the best of these opportunities.

C.A.R. understands the enormity of this market. In response to the market and your needs, your Association provides an array of tools andresources. This issue, themed the "Mega How-to Issue," is a prime example. It’s loaded with 50-plus ideas and resources that will help you identify and capitalize upon this market’s opportunities, as well as boost your market exposure. You can adopt and co-opt these ideas immediately. In addition, your Association provides consumer ad campaigns that help consumers distinguish between a licensed agent and a REALTOR®. The Association will continue to do its part by getting theword out to consumers about these distinctions.

Poly-bagged with the January/February issue of California Real Estate magazine was the annual "C.A.R. at a Glance," a resource and overview of all the programs, products, and services available to C.A.R. members.

Tap into these resources. Dig in to your respective markets. Five to six years from now, this time will be looked upon as one of the best buying opportunities in the past 40 years.

William E. Brown