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 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

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