In Florida, where non-homestead properties represent a significant proportion of all real estate, a 10% tax cap on such properties was set to expire in 2019. For the state’s economy and real estate markets, the effect was likely to be devastating. For approximately 700,000 Florida property owners, it meant a projected $700 million-plus increase in additional property taxes annually. So, with the backing of NAR, Florida REALTORS® brought like-minded organizations around the state together to convince 60% (plus one) of the voting public to pass a constitutional amendment to make the tax cap permanent. More than 66% of the electorate agreed, and the measure passed.
Eric Sain, 2019 President of Florida REALTORS®, explains that REALTORS® had been working to limit the non-homestead property-tax cap for several years, and the “Amendment 2” campaign was the last of a four-phase effort. “Our Office of Public Policy worked closely with the Florida Legislature to help educate them on the need for the 10% cap. When the state legislature passed the ballot measure for the 2018 ballot, we spun into action and formed a campaign team to educate the public. It was critical to avoid massive tax increases on business owners, investors, snowbirds, and renters. It would certainly have made the affordable housing crisis that Florida is experiencing even worse.”
One of the most important aspects of the campaign was an active Ambassador program, which identified, trained, and organized more than 100 REALTOR® members to be the industry’s “voice on the ground,” says Sain. “Because our association staff and volunteer leaders can’t be everywhere, we needed informed members across the state who were willing to speak to the media, and to fellow members, colleagues, neighbors, and community groups to spread the word and explain the importance of Amendment 2.”
“Our biggest challenge was the issue of public awareness,” he continues, “and helping voters understand that this tax cap affects everyone in the state, not just owners and renters, and that passing the amendment would keep our economy strong. This is where our REALTOR® members made all the difference.”
The Amendment 2 campaign relied on direct mail; television, radio, and social media advertising; and print collateral branded with the campaign logo in its messaging. Polling and focus groups also played a significant role throughout the campaign, notes Sain. “We continually evaluated the mood of the voting public,” he explains. “This helped us determine how best to allocate our limited resources most effectively, in response to what we learned.”
Amendment 2 is now in effect. Looking forward, Sain says that the experience, perspective, and preparation that the REALTORS® gained from the campaign is invaluable. Although there’s no comparable effort on the immediate horizon, the campaign staff in the association’s Office of Public Policy is ready for the upcoming 2019 legislative session. “We’re especially proud of the success and hard work of our Ambassador program. With this in place, we can accomplish anything,” he adds.
To learn more about how Florida REALTORS® has protected Florida property owners and prevented increased pressure on the state’s economy and affordable housing situation, contact Florida REALTORS®’ Public Policy Office at 850-224-1400.