Marketing With Statistics Webinar 5 14 09


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These are the slides from this morning's webinar - "Real Estate Marketing with Statistics - Why Market Data Matters Now More Than Ever."

If you have follow up questions about the presentation or our products and services here at Altos Research, please contact us at:

1-888-819-7775 x. 2 for Product Demos

Ricky Fernandez

Scott Sambucci

Published in: Business, Technology
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  • First question: “How’s the market?” how do you answer?
  • Marketing With Statistics Webinar 5 14 09

    1. 1. Why Market Data Matters Now More Than Ever
    2. 2. Who’s with you today? Scott Sambucci @AltosResearch Ricky Fernandez @AltosSalesDude
    3. 3. Only Three Questions <ul><li>What’s for sale? </li></ul><ul><ul><li>IDX Search </li></ul></ul><ul><li>How much is my house worth? </li></ul><ul><ul><li>CMA </li></ul></ul><ul><li>How’s the market? </li></ul><ul><ul><li>This is your opening! </li></ul></ul>
    4. 4. When they ask, “How’s the market?” <ul><li>“ I want to participate, show me how I can/why I should?” </li></ul><ul><ul><li>They know the market is bad… </li></ul></ul><ul><ul><li>But how is it good for them? </li></ul></ul><ul><li>A “buying” signal </li></ul><ul><ul><li>Buying your services – they need an expert </li></ul></ul><ul><ul><li>Compelling to action – they want guidance </li></ul></ul>
    5. 5. Principles & Technique: The Data and The Story <ul><li>Plan the story in advance </li></ul><ul><ul><li>Then find the data to support it </li></ul></ul><ul><ul><li>The story is your chance to engage </li></ul></ul><ul><li>Illustrate your expertise </li></ul><ul><ul><li>For example: Sellers into a “Buyer's Market”?, </li></ul></ul><ul><ul><li>Setting price, market time expectations </li></ul></ul><ul><li>Be Transparent </li></ul><ul><ul><li>Address their unasked questions - honestly </li></ul></ul><ul><ul><li>“ Confused people don’t buy” </li></ul></ul>
    6. 6. Sometimes the Data ≠ Headlines Scottsdale dropped a little – but mostly held strong! Phoenix has been down – but picking up this Spring!
    7. 7. Get Local! Trends by Zip (Austin, TX)
    8. 8. How and When to Use The Data <ul><li>In person </li></ul><ul><ul><li>Listing presentation </li></ul></ul><ul><ul><li>With active listings – Keep clients updated </li></ul></ul><ul><li>In their inbox </li></ul><ul><ul><li>Weekly Market Reports </li></ul></ul><ul><ul><li>Part of your drip, one of your touches </li></ul></ul><ul><li>On the web, blog </li></ul><ul><ul><li>Prospecting, relationship & trust building </li></ul></ul><ul><ul><li>Lead conversion </li></ul></ul>
    9. 9. More Than Just a Price Trend <ul><li>“ Let me show you what I mean” </li></ul><ul><li>Setting seller expectations </li></ul><ul><ul><li>Percent Price Decreased: This is what happens to the over-pricers </li></ul></ul><ul><ul><li>DoM: here’s what we’re looking at </li></ul></ul><ul><li>Buyer off the fence </li></ul><ul><ul><li>Inventory: You’re in the highest-demand segment </li></ul></ul><ul><ul><li>Average vs. Median DoM: the best properties moving more quickly </li></ul></ul><ul><li>In the Yard Sign </li></ul><ul><ul><li>“ I sold this home in a week. Ask me how.” </li></ul></ul>
    10. 10. Setting the Price Right % Price Decreased : Measures the number of active listings that have experienced a price reduction in the last 90 days
    11. 11. Inventory Trends: Understanding the “Competition” Don’t assume clients know these trends!
    12. 12. Trends in New Listings New Listings are pricing BELOW the Market’s Median Price Homes exiting the market are even lower
    13. 14. Market Analysis by Price Level (“Quartile”) <ul><li>Quartile 1: Most expensive 25% of properties </li></ul><ul><li>Quartile 2: Top Middle 25% </li></ul><ul><li>Quartile 3: Bottom Middle 25% </li></ul><ul><li>Quartile 4: Least expensive 25% of properties </li></ul><ul><li>Example: 80 homes for sale in a market (city or zip code) </li></ul><ul><ul><li>4 &quot;quartiles&quot; (groups) each have 20 properties based on individual property prices. </li></ul></ul><ul><ul><li>Allows for market definition by price, not just geography </li></ul></ul>
    14. 15. Price Trends by “Quartile” Different Price Trends based on Price Quartile
    15. 16. Days-on-Market by “Quartile” Significantly higher DoM in most expensive price segment
    16. 17. Market Activity by “Quartile” The lowest 25% of the market has the most activity – Implications for both Sellers AND Buyers?
    17. 18. How and When to Use The Data <ul><li>In person </li></ul><ul><ul><li>Listing presentation </li></ul></ul><ul><ul><li>With active listings – Keep clients updated </li></ul></ul><ul><ul><li>In the yard sign and open house </li></ul></ul><ul><li>In their inbox </li></ul><ul><ul><li>Weekly Market Reports </li></ul></ul><ul><ul><li>Part of your drip, one of your touches </li></ul></ul><ul><li>On the website & blog </li></ul><ul><ul><li>Prospecting, relationship & trust building </li></ul></ul><ul><ul><li>Lead conversion </li></ul></ul>“ MyXplorer” Personalized Reports “ MyConnect” AltosCharts “ MyConnect”
    18. 19. Strategies for Data on Your Site Soft Sell Hard Sell Blog Posts Dedicated Local Pages Chart Widgets Sample Reports Lead Form Call to Action Inform, establish expertise, reach Convert visitors to leads Goals: Presentation: Style: Personality, quantity High profile data, Fewer options Approach:
    19. 20. The Insightful Blog Post <ul><li>Links </li></ul><ul><li>Articles </li></ul><ul><li>Menus </li></ul><ul><li>Contacts </li></ul><ul><li>Lots of real value </li></ul>
    20. 21. The Strong Call To Action <ul><li>One page </li></ul><ul><li>Few links </li></ul><ul><li>No bling </li></ul><ul><li>Sign Up Here </li></ul><ul><li>(Also, real value, BTW) </li></ul>
    21. 22. Great Web Site Samples <ul><li>Blogs: </li></ul><ul><ul><li>“ Homes vs. Condos” – Dru Bloomfield </li></ul></ul><ul><ul><li>Selling a Home in Los Gatos – Mary Pope Handy </li></ul></ul><ul><ul><li>Price vs. Days-on-Market – Ginger Wilcox </li></ul></ul><ul><li>Local Market Pages </li></ul><ul><ul><li> – Jessie Brossa </li></ul></ul><ul><ul><li> – Eric Stegemann </li></ul></ul><ul><ul><li> – Kelly Koehler </li></ul></ul><ul><li>Lead Focused – John Harper </li></ul><ul><ul><li> </li></ul></ul>
    22. 23. Key Takeaways: <ul><li>How do you answer, “How’s The Market?” </li></ul><ul><li>Don’t look for expertise in the data, use the data to illustrate your expertise </li></ul><ul><li>Clients want the insights/statistics/guidance no matter how you reach them: web, email, print, face-to-face </li></ul>
    23. 24. Answer “How’s the Market?” with Altos Research
    24. 25. Altos Research: Contacts <ul><li>Web: </li></ul><ul><li>Product Demos: 1-888-819-7775 x.2 </li></ul><ul><li>Email: [email_address] </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Twitter: @altosresearch @mikesimonsen @scottsambucci @AltosSalesDude </li></ul>