To get the debate on the so-called ‘Transfer Tax’ out of the backrooms of the legislature and into public domain – so voters would know about the new tax on homes – the Realtors Association ran TV ads.

They got Governor Easley so stirred up he let fly and told legislators they had to decide whether to “stand with the realtors” or “stand with the people” to pass his tax increase (The News and Observer, 8-7-07).

But, even with the Governor egging them on, why on earth would ninety-five state legislators risk voting for an unpopular tax? Because the realtors missed a key point. They told people the tax was bad but they didn’t tell them who was voting for it.

And if you’re a state legislature what your constituents know – and don’t know – makes all the difference.

The Service Employees International Union’s (SEIU) went much further than the realtors in its ads. SEIU spent $650,000 in 18 legislative races in 2004 and they had no qualms about naming names. They did it again in 2006. And in between dove into Raleigh’s city elections to boost Mayor Meeker and his allies.

The SEIU’s wants to increase its membership by representing municipal and state employees in North Carolina and they elected eleven of their allies.

Next time the realtors decide to run ads they ought to take a lesson from SEIU.

Click Here to discuss and comment on this and other articles.