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Beat The Headlines Be The Expert

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A look at how real estate professionals can use real estate market data to show their expertise and educate their clients about local real estate market trends. Presentation was delivered by Scott …

A look at how real estate professionals can use real estate market data to show their expertise and educate their clients about local real estate market trends. Presentation was delivered by Scott Sambucci at the REBarcamp-Phoenix on April 8, 2010.

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  • Next question, just for my edification, “when you think about your marketing efforts, how do you prioritize A) lead gen B) lead conversion (into buyer or listing) C) closing transaction
  • Transcript

    • 1. Beat the Headlines.
      Be the Local Market Expert.
      Strategies for reaching your real estate clients with statistics and data
    • 2. Who’s with you today?
      Scott Sambucci, VP, Sales & Data Analytics
      scott@altosresearch.com
      (415) 931 7942
      (888) 819-7775 x.3
      Twitter: @AltosResearch
      http://blog.altosresearch.com
      www.altosresearch.com
    • 3. Why is this Altos dude giving this session?
    • 4. Just For REBarcamp Attendees
      Posting this presentation online – we’ll email the link
      Send you a Personalized Market Report to use next week – Every report includes all of the stats/analysis we’ll cover
      Buyer Meetings coming up?
      Listings Presentations
      Open Houses
      Current Listings/Sellers – helping them really see the market
    • 5. The Only 3 Questions Consumers Ask
      1. What’s for sale?
      IDX Search
      2. How much is my house worth?
      CMA
      3. How’s the market?
      This is your opening!
      What’s different about this question from the other two?
    • 6. When they ask, “How’s the market?”
      “I want to participate, show me how I can/why I should?”
      They know the market is bad…
      But how is it good for them?
      A “buying” signal
      Buying your services – they need an expert
      Compelling to action – they want guidance
    • 7. How & When to use Market Data
      What’s going on out there?
      Help me keep an eye on things!
      Web & Social Media
      What does my competition look like?
      How quickly do I have to act?
      Email and Drip
      Listing Presentations
      Buyers and Offers
    • 8. Principles & Technique:“Let Me Show You What I Mean”“What’s the market telling us?”
      Be prepared
      With clients, plan the story in advance
      The story is your chance to engage
      Be transparent
      Address their unasked questions - honestly
      Confused people don’t buy!
      Be the expert
      What aren’t they expecting?
      Setting price, market time expectations
    • 9. Data =
      Headlines?
    • 10. Get Local!
    • 11. Be specific!Days-on-Market by “Quartile”
      DoM in most expensive price segment (black line) compared to middle & lower price segments
    • 12. Market Analysis by Price Level (“Quartile”)
      Quartile 1: Most expensive 25% of properties
      Quartile 2: Top Middle 25%
      Quartile 3: Bottom Middle 25%
      Quartile 4: Least expensive 25% of properties
      Example: 80 homes for sale in a market (city or zip code)
      4 "quartiles" (groups) each have 20 properties based on individual property prices.
      Allows for market definition by price, not just geography
    • 13. Be unique! Where are new sellers pricing?
    • 14. “Bringing ‘em in the boat…” –Website Strategies for Lead Development
      Dedicated Local Pages
      Sample Reports
      Lead Form Call to Action
      Chart Widgets
      Social Media
      Blog Posts
      Presentation:
      “Hard Sell”
      “Soft Sell”
      Style:
      Goals:
      Relationships, inform
      Convert visitors to leads
      Approach:
      Personality, quantity
      High profile data, fewer options
    • 15. Where your clients spend time
      YOU &
      YOUR WEBSITE
    • 16. “Soft Sell”:LoCoMarketStats.com
    • 17. Show your LOCAL expertise!
      http://athomeinscottsdale.com/2010/04/02/phoenix-real-estate-trends-home-listings-sales-and-inventory/
    • 18.
    • 19.
    • 20.
    • 21. The “Hard Sell”
    • 22. The “Hard Sell” - Craig’s List
    • 23. Hard Sell for Conversion
    • 24. More Than Just a Price Trend
      Setting seller expectations
      Percent Price Decreased: “This is what happens to the over-pricers”
      DoM: “here’s what we’re looking at…”
      Buyer off the fence
      Inventory: “You’re in the highest-demand segment”
      Average vs. Median DoM: the best properties moving more quickly
    • 25. Setting the Price Right &Knowing the Market
      % Price Decreased: Measures the number of active listings that
      have experienced a price reduction in the last 90 days
    • 26. Supply & Prices?
    • 27. Understanding Buyer & Seller “Competition” (Inventory Trends: Davis, CA)
      Never assume that your clients know the trends.
    • 28. Great Website Examples using Market Data
      www.housechick.com
      www.stlhomedata.com
      www.locomarketstats.com
      http://www.facebook.com/virginiabeachhomesforsale
      www.chuckavera.com
      http://dillardandcompany.com/altos.php
      http://open.apr.com/pleasanton-market_report
    • 29. Key Takeaways:
      How do you answer, “How’s The Market?”
      Use the data to illustrate your expertise
      Clients want the insights/statistics/guidance no matter how you reach them: web, email, print, face-to-face
    • 30. Just For REBarcamp Attendees
      Posting this presentation online to Slideshare
      Send you a Personalized Market Report to use next week
      Buyer Meetings coming up?
      Listings Presentations
      Sellers – helping them really see the market
    • 31. About Altos Research

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