The Real Estate Forecast Post Foreclosure Crisis
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

The Real Estate Forecast Post Foreclosure Crisis

on

  • 842 views

This presentation covers: ...

This presentation covers:

* Emerging trends among existing & new players in real estate & home improvement:
Which websites are consumers visiting when buying or selling homes? Is there an increased demand for Home Improvement & Do-It-Yourself categories?
* Using keyword discovery to understand the consumer, predict trends & seasonality:
Are consumers showing sign of confidence in the housing market? Identifying the SEM tactics being used & who is employing paid search as well as who is best optimized for organic search results.
* Profiling & targeting the online real estate visitor:
Who are the consumers visiting real estate websites, where are they located & which websites are the most credit worthy customers visiting?

Statistics

Views

Total Views
842
Views on SlideShare
842
Embed Views
0

Actions

Likes
1
Downloads
4
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

The Real Estate Forecast Post Foreclosure Crisis Presentation Transcript

  • 1. Online Trends in Real EstateMarch 23, 2011© Experian Information Solutions, Inc. 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian CheetahMail. Confidential and proprietary.
  • 2. Sometimes no news is good news…. CoreLogic:  Home prices in the United States declined by 5.7% between January 2010 and January 2011  About 11.1 million households, or 23.1 percent of all mortgaged homes, were underwater in Q4 2010, up from 22.5%, or 10.8 million households, in Q3 2010. US Dept. of Commerce:  New-home sales slid 16.9% in Feb 2011 – the third straight month of decline. The median price of a new home dropped nearly 14% to $202,100, the lowest since Dec 2003.  New home prices are now 30% higher than of those being resold. © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 22 Confidential and proprietary. Confidential and proprietary.
  • 3. CoreLogic HPI & Case-Shiller indices have returnedto levels of 2000 & 2001 © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. Confidential and proprietary. Confidential and proprietary. Source: Calculated Risk Blog 33
  • 4. Visits to Real Estate websites increased 27 % YoY © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 44 Confidential and proprietary. Confidential and proprietary.
  • 5. Visits to Real Estate Portals & Aggregators increased46% in January 2011 from previous month © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 55 Confidential and proprietary. Confidential and proprietary.
  • 6. Search is the key driver of traffic to Real Estatewebsites © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 66 Confidential and proprietary. Confidential and proprietary.
  • 7. Downstream traffic from Social Networks to RealEstate websites increased 61% YoY Social Networking & Forums Filtered to include only Real Estate Filtered to include only Real Estate © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 77 Confidential and proprietary. Confidential and proprietary.
  • 8. Downstream traffic from Facebook to Real Estatewebsites increased 42% YoY Filtered to include only Real Estate Filtered to include only Real Estate © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 88 Confidential and proprietary. Confidential and proprietary.
  • 9. Generic search terms in Real Estate category revealconsumer demand for home & apt rental market © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 99 Confidential and proprietary. Confidential and proprietary.
  • 10. Searches for ‘rent to own homes’ tend to includecity or state locations © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 10 Confidential and proprietary. Confidential and proprietary. 10
  • 11. Searches for ‘houses for rent’ continue to surpass‘houses for sale’ © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 11 Confidential and proprietary. Confidential and proprietary. 11
  • 12. Visits to Home & Apt Rental Websites up 33% YoY © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 12 Confidential and proprietary. Confidential and proprietary. 12
  • 13. Visitors to Home & Apt Rental websites areyounger, with less income & creditworthiness © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 13 Confidential and proprietary. Confidential and proprietary. 13
  • 14. Many visitors to Home & Apt Rental websites residein DMAs where home values have declined © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 14 Confidential and proprietary. Confidential and proprietary. 14
  • 15. New rental entrants are capturing search activity © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 15 Confidential and proprietary. Confidential and proprietary. 15
  • 16. Heavy paid activity among searches for MLS listings Filtered by Paid Clicks Filtered by Organic Clicks © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 16 Confidential and proprietary. Confidential and proprietary. 16
  • 17. Search variations of ‘mortgage calculator’ havedeclined but paid search is strong © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 17 Confidential and proprietary. Confidential and proprietary. 17
  • 18. Visits to websites of Home Builders are down 51%compared to Feb 2009 © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 18 Confidential and proprietary. Confidential and proprietary. 18
  • 19. Search queries including ‘new homes’ and ‘homebuilders’ echo the lack of demand © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 19 Confidential and proprietary. Confidential and proprietary. 19
  • 20. Tight credit markets limit new home interest toaffluent HHs with high income & creditworthiness © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 20 Confidential and proprietary. Confidential and proprietary. 20
  • 21. Consumers seeking opportunities from foreclosures © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 21 Confidential and proprietary. Confidential and proprietary. 21
  • 22. Prospective home buyers are out there seeking firsttime buyer savings & opportunities with poor credit Filtered to include ‘credit’ © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 22 Confidential and proprietary. Confidential and proprietary. 22
  • 23. Key Takeaways Visits increased to the Real Estate category overall, but mostly driven by rental activity although there are opportunities for those hoping to capitalize on foreclosed homes. Search is the key driver of traffic to Real Estate websites, however, a popular promotion can quickly gain momentum. Referrals from Social Networks, especially Facebook, have continued to increase along with the popularity of the category. Visits continue to increase to Home & Apt Rental websites from younger, less affluent HH without access to credit. Many visitors to Home & Apt Rental websites reside in areas of the country where home values have declined such as Florida. Both visits and searches for new homes and home builders have declined in the past year, mirroring recent housing data. However, there are some new buyers out there that are affluent & qualified for credit. © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 23 Confidential and proprietary. Confidential and proprietary. 23
  • 24. For a copy of today’s presentation,Thanks! please email webinars@hitwise.comVisit our blogs:ilovedata.comexperian.com/blogs/marketing-forward/Follow us on Twitter & Facebook:@Hitwise_US@ExperianMktfacebook.com/ExperianHitwisefacebook.com/ExperianMarketingServices © Experian Information Solutions, Inc. 2009. All reserved. © Experian CheetahMail 2007. All rights rights reserved. 24 Confidential and proprietary. Confidential and proprietary. 24
  • 25. © Experian Information Solutions, Inc. 2009. All reserved.© 2009 Experian Information Solutions, Inc. All rights reserved. © Experian CheetahMail 2007. All rights rights reserved. 25 Confidential and proprietary. Confidential and proprietary. 25