John G. Most

It's unfortunate that so little is made about the value of a brand when people unconsciously and subconsciously make branded decisions everyday. We all do. Why don't you just order a soda rather than a Coke or Pepsi...why do you drive what you drive, eat what you eat and act the way you do in everyday purchases if brands don't have some impression or influence. Discount the value if you will, but facts and research over the decades and decades prove out over loftily written blogs and rhetoric. Consumers value brands that are real, authentic and add value. People are brands too. It's why you trust them...or you don't. Real estate people who do not live up to the promises they make or fail to manage the expectations they set are doomed to fail because they've failed themselves--their own brand. I've been fortunate to work on a lot of great brands in may career...including great real estate brands and I'll go to market (or war) anyday with a brand as my shield than without one. John G. Most President, CEO Certified Brand Strategist MOST Brand Development + Advertising 25 Enterprise, Suite 250 Aliso Viejo, CA 92656 www.mostagency.com

I think I would have characterized your articles' sub-head a little differently as there will ALWAYS be sticker shock. That has little to do with affordability. The study seems to focus a lot on the glass being 1/2 empty. The fact is: Interest rates continue at historic 30-to-40 year lows. Prices are the lowest they have been in years. --> When was the last time the buyer had BOTH of these factors working in their favor?<-- Now is the best time for qualified first-time buyers to enter. The days of 0% down are gone or should be...hasn't the industry learned enough from that lesson? It's too bad that owners are so unwilling to understand that to get you have to give. And that to get the new home they want (which will be at a decidedly lower price or should be in today's market), they may have to sell their own home for less than they emotionally would like to. The greed factor of wanting to keep every cent of equity they've "earned" from the last housing boom is part of what is stalling this market. Great article, Marcie. John G. Most President, CEO Certified Brand Strategist MOST 4001 MacArthur Blvd. Suite 100 Newport Beach, CA 92660