Beware the Hype Factor from Real Estate Sales Persons
(The new' boom is not on us yet! Not even close. Be patient.)

In reading the real estate section of my local paper today (San Diego Union-Tribune, Sunday Edition, May 18th) I came across an article which sorta irked me. The longer I thought about what the author had to say in it and the more carefully I read it, I progressed beyond just being irked to a state of indignation for I felt I had been hyped' at the least if not lied to. Decided to contribute to the rest of the story.'

The article I refer to was in the buying guide (SD Homes) of the classified section. In small print on the second page there is an advertising disclaimer. I feel the paper was negligent in not requiring the author of this blatant hype article, which is on page 1, to stamp in bold letters ADVERTISING on the top and bottom of his presentation since it clearly is not an unbiased and factual representation of the current real estate market in San Diego County. And probably not in your area either.

I don't mind professional people trying to sell' their product, homes in this case, as long as that person abides by the rules of fair play and truth in advertising. That has not, in my opinion, been done here. Instead we have hyping', and selling the idea of now is the time to buy your dream home' in a manner approaching fear mongering. Why, if you don't buy right now,' the author and his cohort seemingly hint, you'll miss out on the market which is rising as we speak.' Not exactly their words, but you get the idea. We've heard it before when realtors feel the crunch of severe market declines in their own wallets. Pure and simple overstating the case with the hoped for result of moving buyers off the sideline into the market. For the buyers own good? Or, for the purpose of getting a few dollars in commissions? You decide. Better yet, read this piece and then do some further research by reading independent real estate professionals' opinions and see if I am mistaken in my suspicion of the latter.

The writing I refer to (Waiting to buy is a risky business) is by Steve Rodgers, President and CEO of Prudential California Realty. In it he paints a relatively rosy picture of the real estate market in San Diego. He makes such innocuous statements as "market stabilization (?) has been quietly occurring all over the country." (Not!) And, "As home prices are steadying and rising in some areas, waiting to buy becomes a more costly option

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