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

Beat The Headlines Be The Expert Presentation 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