Have you ever shared an article that you didn’t actually read?
You’re far from alone.
According to a study, 59% of all links shared on social media aren’t actually clicked. This means most people share news based on the headline alone.
In a landscape where information is shared instantly, this can be dangerous – especially when it comes to real estate news.
I’m not implying that those publishing real estate stats and market reports intend to mislead you with sensational headlines or “fake news”; the issue is that a headline can only say so much and, as a result, may not represent what is actually happening in the Kitchener-Waterloo-Cambridge real estate market.
For example, take this article: “Canadian housing starts trend decreased in September”
Sounds bad, right? Think about how this headline
Builders aren’t building as much. The market may be showing signs of weakness. Should I stay put? Should I sell now?
But if you make it to the second paragraph:
“Housing starts are trending lower in September after increasing for eight consecutive months,” said Bob Dugan, CMHC’s chief economist. “Nevertheless, new home construction remains very strong as the seasonally adjusted number of starts was above 200,000 units for four straight months.”
Eight months of increases – that’s actually pretty good!
And if you dig deeper, you’ll find that, in the Kitchener-Waterloo-Cambridge real estate market, home starts are still up 13% despite September’s national decline.
So, we went from “housing starts are down” to “home construction remains very strong” to “housing starts in K-W-C are up 13%.”
Big difference – the kind of difference that could change your perception of the market’s health.
And that’s why it’s more important than ever to go beyond the headline and make sure you know the whole story.
(And, if you’re sharing this, congrats on being a part of the 41%!)