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This year, so far: FVREB in the media

If you keep up with local news, you’re likely well aware that this has been a hectic year for real estate – there are big things happening with the government, the market is busier than it’s ever been, and our profession has faced constant scrutiny at every turn. The media, of course, has been with us for the entire ride, good or bad.

In 2016, our Board has received more requests from media outlets for interviews, comment, and information than any year prior.

Typically, we are contacted by the media or included in an article or news segment 40 to 50 times per year. This year this has happened 70 times,  with four full months left to go.

It’s good news that our Board is being more sought out by the media for an expert perspective on local real estate and issues surrounding our profession. We use every opportunity we’re given to promote a positive public image for REALTORS®, provide accurate facts and data, as well as reinforce five key messages with media and the public whenever we can:

Realtor value/expertise: Realtors protect the best interests of their clients. Realtors know real estate. Most consumers don’t want the work or risk. The professional services of a Realtor involve much more than marketing listings. Technology does not protect a buyer/seller, it is merely a tool.

Real estate is local: Realtors , the MLS® and the MLS® HPI are the most trusted source of local real estate market information.

Realtors are ethical: REALTORS® must abide by a Code of Ethics and professional business standards.

Real estate is valued by Canadians: Whether it’s homes, businesses or commercial development, real estate fulfills lifestyle needs, builds communities and can be an excellent long-term investment.

Realtors care: About their clients; and local, provincial & federal issues that affect the quality of life in their communities.

Realtors embrace competition: The more choice there is for consumers, the greater the opportunity for a professional Realtor to differentiate themselves and demonstrate their own value proposition.

Each year, your Board of Directors receives media training and the officers undergo rigorous on-camera training conducted by a well-respected journalist.

Getting out in front of the media is tough; we are looking to promote our image and our messages, whereas the media is looking for controversy, conflict and emotion in order to appeal to their audiences. Each request from media requires:

  • research and prepping for possible questions, which can take 30 minutes or up to several hours;
  • working with the spokesperson so they are comfortable delivering the information;
  • coordinating timing with the journalist and the spokesperson, usually under tight deadlines;
  • holding the actual interview, which can range from five minutes on-camera to 30 minutes in studio;
  • ultimately leading to a 10 second video clip or sound-bite which we, of course, ultimately have no control over.

It’s not easy, but the work is important. It is a tremendous commitment made by the President, the officers, directors and staff to ensure that when the media calls, we’re ready to respond.

If you are ever contacted by the media for an interview, please know that the Communications department at the Board is available to help coordinate and coach you through the process. To contact the department, email communications@fvreb.bc.ca or call 604-930-7630.