It’s hardly news to report that real estate values have declined lately.

But if you find a local, specific angle on that general state of affairs, and back it up with some reliable statistics, it can become news to your target audience.

And better still, because you are taking the lead in disseminating the hard data, you automatically position yourself as being at the forefront of transparent communication about this sensitive issue.

And that can’t be too bad for business at a time when trust is such a precious commodity. These ruminations date back to a month ago, when one of my newer clients, Better Homes and Gardens Real Estate Gloor Realty, told me it was about to issue its second postcard in a new series called “real estate reality check.”

The firm’s president, Richard C. Gloor, asked that I proofread the new piece, which I was happy to do. But I also strongly recommended that we go even further and develop a news release highlighting what his firm is doing.

The result was a news release that struck a chord with Bill Cunniff of the Chicago Sun-Times, who wrote a piece, based on the “reality check.” The Sun-Times real estate piece appeared in the Sunday, Feb. 8 edition.

To read the full news release, visit, which lays out what Gloor is doing “to champion candid communication” about the real-estate market. (I couldn’t resist the alliterative temptation.)

I also created a blog, Oak Park-River Forest-Forest Park Real Estate, so that anyone can review the raw data that is behind content in the release–an essential element when striving to communicate transparently.

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