Sacramento Association of REALTORS® Web Log

Steve Goddard - 2010 C.A.R. President

Dear C.A.R. Member:

Perception often equals reality for today’s image-driven, media-conscious consumers. While conventional wisdom might deem it prudent to cut costs across the board during a business downturn, that philosophy doesn’t apply when it comes to marketing and advertising. Industry studies have confirmed that a long-term strategy for building a brand, burnishing an image, and capturing market share is to maintain, or even increase, marketing expenditures during a downturn. Proactively promoting our professionalism as REALTORS®, and as an industry, are no exceptions.

That’s one reason C.A.R. has consistently reached out to consumers regardless of the temperature of the real estate market through our Consumer Advertising Campaign. This year’s “Your Piece of California. Your Peace of Mind” Consumer Advertising Campaign launches next week, featuring television, radio, and online components, reinforcing the value of working with a REALTOR® and helping consumers understand why now may be the best time in years to buy a home. Be on the lookout for an e-mail next week with complete information on the campaign; for a sneak peek, go to http://www.car.org/aboutus/adcampaign/.

The April 15 federal income tax filing deadline is days away, and the IRS has said it will step up audits of independent contractor status and expand its audits of small businesses during 2010. It’s a timely reminder to broker/owners to make sure they have their business and tax records in order. Those who are lax in their record keeping, such as written independent contractor agreements, may incur significant penalties.

Continue reading: Your April Message from C.A.R. President Steve Goddard