One of the earliest and most important lessons a marketing student learns is about reducing or eliminating any negatives. It is a lesson which often seems lost in the real estate world, as I have been pointing out for more than 30 years.
The below linked article has still another example. If I am a local homeowner, I flat out don’t want to hear about how home sales “were down 12%”, “a significant dip” over the previous year. I especially don’t want to hear it from a local real estate agent, as in the quote in the article. That agent was willing to be quoted with an eye toward the publicity of the agent chosen to be quoted. At least a few of the readers are likely to associate her with negative information.
From what I have gathered from industry associates, the thinking behind realty associations being so willing to publish about sales being down is to try and make people think there is room to sell. However, I can’t help but think that type of information makes the case for a difficult sale, if they are even remotely considering.
If I was doing a marketing campaign for a rental property in Bryan Station, I would use that specific information to help attract tenants. Over the next couple of months, I would show potential tenants the quote from a leading real estate agent about the drop in the number of homes sold. Obviously, each potential tenant desires to live in the area, which means the negative home sale statistic does not deter them from wanting or needing to live there. The landlord could remind them that renting allows them the flexibility of waiting for a year or more to see whether or not home sales rebound. It is an ideal opportunity to place an added value on renting, especially with down payment and increasing insurance costs (especially in TX) facing home buyers.
Showing that quote from an agent is stronger marketing than stating a theory or claiming that sales are down without anything to back it up. Having a solution which that landlord can show and save the potential tenant thousands of dollars is strong marketing.
Having a strong marketing campaign makes a difference in real estate, especially when you have people in the industry giving quotes and information which help your cause. In real estate, you are not simply marketing a property. You should be marketing a solution. Let’s collaborate, and enable you to be “first in” on your next transaction!
https://www.kbtx.com/2026/07/31/heres-what-has-changed-bryan-college-station-housing-market/
