Buying A Home

Headlines — Ignore or Not?

Recently I read an article in Time Magazine entitled, “Ignore the Headlines!” Except this one. … And, it got me thinking that the author may write a great story and the person in charge of writing the headline for the article may totally change the meaning by the wording of the headline. Every class I have ever taken in marketing talks about the importance of the “Attention” segment in the famous (or is it now infamous) AIDA formula … (Attention, Interest, Desire and Action) This is the historical model of how advertising works, by first getting the consumer’s attention — namely, by the headline. Then lead into the interest and desire parts of the given topic and conclude with a “call-to-action” such as call today.

This particular article in Time was talking about housing, real estate and stocks. It was interesting to me because of the real estate aspect of the article. The author, Dan Kadlec, was actually recommending that NOW is a good time to purchase real estate while the bulk of the news media was decrying how bad the market is and how depressed it is becoming, and the typical story of “doom and gloom.” This man spoke with wisdom emphasizing that today is the time to BUY. Buying at the lower end or bottom of the market is the best time to buy. You can enjoy your new home now and build equity right now with the prices low and interest rates as cooperative as they have been in years. I agree. Like he said, “…you should think long term — and get off your thumbs.” Time Magazine .. February 25, 2008