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MEET the man behind the media release that sent panic waves through the local property sector, and was promptly dismissed as an alarmist ploy to increase sales.

Until two weeks ago, 33-year-old Maurice Levin’s life was working like a well-oiled machine. He worked as the spokesperson and public relations officer for Sothebys International Realty – until he publicised an internal memorandum that was sent by the owner of the agency, veteran Lew Geffen, to his franchise holders.

In the memo Geffen predicted a 40% drop in local luxury house prices by the end of this year and advised franchisees to convince sellers to drop their asking prices by 25%, to secure a sale of their homes.

Levin said Geffen terminated his contract on the grounds that he did not authorise the release of the contents of the memorandum to the media. Up until that fateful day Levin did not need authorisation to publicise internal memos.

He said he was not even aware of Geffen’s fury until Geffen hung up on him when he was trying to enquire why his boss had not honoured a scheduled radio interview to back up his statement.

“It is a sad day when an until-now respected property veteran with 40 years of experience is wholly comfortable telling his staff that he predicts the residential property market will plummet 40% in the next year, but not the media community serving the ordinary man in the street,” Levin said.

Levin was head-hunted by Geffen in March this year while he worked for the Alliance Group, an auctioneering company.

“I was honoured to be approached by the man who ... holds one of the most trusted opinions on the sector,” said Levin.

He jumped at the chance of being part of the prestigious Sothebys brand. The job was simple from the time he took the post, said Levin, who holds a journalism degree from Rhodes University.

“When I first met Lew Geffen I asked him what his attitude was towards publicity and the media machine. ‘It’s simple, Maurice, I want to be everywhere, anywhere, all the time, with my name spelt right’.

“In my three months as PR and communications manager for Sothebys International Realty South Africa, I have used material from Mr Geffen’s internal memoranda to craft releases on behalf of the company.

“Some elements were newsworthy and others never found their way into the press. I have always tried to create material that simultaneously informs the public and enhances the reputation of the property company dispensing with the educated opinion.

“What disturbs me as a media practitioner from an ethics and integrity angle is that Mr Geffen stands by every word he wrote in the June 2008 internal memorandum to his franchise holders, but not to the media.

“When the media became aware of the contents of the memorandum, he cancelled an opportunity to defend his viewpoints on a business radio show, and refused all contact with property writers who were understandably eager to hear the reasons governing his bold statements.”

Levin said so many questions are left unanswered.

“Clearly what he tells his franchise holders – who cough up millions to carry the company name – is not what he tells the general public, otherwise he’d not have been perturbed by the media’s possession of the document.

“That is a deep worry in itself, because the general public are buying houses from his franchise holders. Perhaps he regrets such a bold statement, conceding that grabbing attention is one thing, but overstating the severity of the property downturn just to have your name above rival agency bosses is not worth the consequences.”

So what does Levin hope to gain from going public? He was doing so just to clear the air, he said.

“Even though I was Mr Geffen’s spokesperson and PR consultant, I did not agree with everything he said, but it was my job to communicate the material to the public, not pass judgement on what he was saying.

“I personally did not agree with the 40% drop in the top end of the residential market as predicted by Lew. My view is that South Africans have been enjoying a ‘picnic’ when it comes to the prices that homeowners have been getting during the past few years.

“I think this downturn is a natural correction in the property market, and as dire as it may seem combined with interest rate hikes, fuel and food prices increases, I do believe house prices will recover in the next three years.

“Property remains an outstanding investment and the fundamentals which govern it have not changed just because we are in the throes of a downturn. I think Lew overstated the severity of the SA property landscape, and yet he is not conceding such.”

Attempts to get comment from Geffen were unsuccessful. - By XOLILE BHENGU

Business Correspondent