Yesterday, while taking the elevator to my condo, I chatted with a nice man who told me he was in the “import-export business.” Upon further conversation, he said he was a forklift operator. Moral of the story: Being vague can sound impressive. Personally, I admit to doing this all the time, especially when bumping into former partners. (Sarah, I’m involved in a number of key initiatives and things are going very well.)
To bring this back to real estate, MPC Intelligence is a “real estate market strategy consultancy.” This is a fancy-pants description for a company that basically sells expensive newsletters over email. The Vancouver-Lower Mainland subscription is $5,950. Subscribers get “unbiased, transparent” market information (their words) on everything from supply to absorption to project applications. Honey mustard not included.
There’s nothing wrong with publishing newsletters or running a forklift. (I’ve done both.) But how we describe things affects how we think about them. This is the place where hype is born.
Jennifer Podmore Russell is the managing partner of MPC. In her role, she often comments publicly on Vancouver real estate. In 2008, she bylined at least three commentaries in the Sun’s Westcoast Homes section. Her most recent column says today’s real estate market offers a better-than-ever opportunity for those wanting to buy in. I recommend you read it; I found it fascinating for what it says — and what it doesn’t say — about buying a home in Greater Vancouver.
On Tuesday, I’ll provide a full-scale deconstruction and analysis of the column. Stay tuned.
Photo credit: Shahzanrais