Property taxes are already plenty high in the state of Wisconsin – the fifth highest in the nation – and in the first budget bill introduced by the new governor, there was a provision to increase them even further. With help from an Issues Mobilization grant, the Wisconsin REALTORS® Association (WRA) launched a campaign called ‘Hold the Line on Property Taxes’ that made voters’ preferences abundantly clear to the statehouse.
The 2019-2021 budget proposed by Governor Tony Evers would have lifted a freeze on municipal and county property tax levies enacted by the state in 2011, which has meant considerable savings for Wisconsin families in recent years, explains Joe Murray, WRA’s Director of Political Affairs. “High taxes are already a real problem, especially for aspiring home-buyers and the elderly on fixed incomes,” he says. “The governor’s plan would have made housing even less affordable.”
WRA had the luxury of a two-month planning period before e xecuting its full-blown advocacy campaign, for which it allocated $250,000 of its own funds, in addition to receiving the Issues Mobilization grant. They used a local consulting firm with more than 20 years’ experience in Wisconsin politics to conduct initial polling and frame the onslaught of digital, direct mail, radio, and billboard advertising; they also created a campaign website. Murray notes that, “the old legacy media really worked best in this case. Direct mail, which was superbly targeted, combined with heavy advertising on conservative talk-radio shows, was a powerful combination, and created a significant political force.” Three rounds of mailers were sent out, spelling out the property tax issue and equipped with handy tear-off postcards to forward to the senator representing that household. “Let’s just say the governor’s plan to raise property taxes really touched a nerve,” says Murray. “The reaction was strong and swift, and the Wisconsin state senate did, in fact, ‘hold the line’ on property taxes!”
To help express tax-payer gratitude, the final mailer in the campaign series featured a tear-off ‘thank-you’ card to senators for ‘holding the line’ on property taxes. “You want to reward your friends,” says Murray.
With 32 years on the job and several such campaigns under his belt, Murray is continually impressed by the strength of NAR’s advocacy program. “Seven or eight years ago when the REALTOR® Party was really ramping up and encouraging states to tap into its resources, Wisconsin was glad to do so – and to great effect! We’re grateful to the REALTOR® Party for all the support it makes available to us.”
To learn more about how Wisconsin REALTORS® are keeping vigilant and protecting homeowners from the threat of increased property taxes, contact Joe Murray, Director of Political Affairs, at 608-575-0023.