How to Maximize Your Real Estate Business during National Homeownership Month

Education. Guidance. Support. According to Don Perron, broker/owner of Realty Executives Select in Lafayette, La., these three simple words are the foundation toward helping clients achieve the American dream of homeownership. And as we make our way through National Homeownership Month, they should be the rallying cry of real estate professionals across the board. The initiative, which was set in motion by President George W. Bush in 2002, aims to raise awareness of homeownership and encourage more Americans to consider the benefits of owning their own home. “Owning a home has been a part of the American dream for years,” says Perron. “We, as REALTORS®, need to promote this to potential buyers and help them to understand the process, the financial aspects, and the responsibilities associated with buying and owning a home. But, we also need to work with current homeowners that are struggling to keep their home.” Whether it’s working with prospective clients who are in the market to purchase a home or with homeowners who may be struggling to protect their piece of the American dream, maximizing your business during National Homeownership Month begins with education. “REALTORS® need to take the time to educate future buyers when it comes to understanding the steps that are necessary to be able to financially afford their piece of the American dream,” says Perron. In fact, a Pre-Purchase Counseling Outcome Study released by the U.S. Department of Housing and Urban Development (HUD) in 2012 found that housing counseling significantly improves the likelihood that homeowners will remain in their home once the transaction has been completed. The findings reveal that 35 percent of study participants became homeowners 18 months after seeking pre-purchase counseling, underscoring the importance that education plays in the process. And it doesn’t stop there. The National Association of REALTORS®’ (NAR) Home Ownership Matters campaign, which was created with the ultimate goal of preserving homeownership through advocacy and outreach to lawmakers, thought leaders and the media, is chock full of tools and resources—from brochures and videos to flyers and graphics—that state and local associations can take advantage of. NAR’s Consumer Advertising Campaign is another great benefit, allowing state and local associations to customize messaging to promote the value of homeownership as well as the benefits of working with a REALTOR® within their local communities. “It’s always important for NAR to offer tools and resources to our state and local associations,” says Leanne Jernigan, a spokesperson for NAR. “We want to ensure every REALTOR® is well equipped to respond to local and state issues, as well as buyers and sellers. Supplying these tools and resources is one more step that ensures we are protecting and enhancing homeownership.” While education is an important piece of the puzzle, guidance and support can’t be overlooked. “REALTORS® need to guide buyers in a professional and ethical manner through the process from start to finish while offering their support, knowledge and experience,” says Perron. “It’s crucial that real estate professionals take the time to listen to their clients’ wants, needs and concerns before putting together a realistic plan of action. And always be open to adapt to curves, bumps and diversions along the way, while keeping your buyers on track.”

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