Show Don't Tell: Localized Market Metrics Done Right


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This presentation is relevant to associations, brokers, and agents. All of these entitities want an opportunity to control their local real estate message. Brokers and agents want to reach clients with compelling, trustworthy messages. Associations want their news releases to always be a first resource. By "control" I don't mean spin. Spin is gross. I'm talking about best practices for creating accurate, compelling, actionable information.

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Show Don't Tell: Localized Market Metrics Done Right

  1. 1. Show Don’t Tell: Localized Market Metrics Done Right G. Sax ( @ gsax) Director of Communications 10K Research and Marketing
  2. 2. Who Am I to Talk? I work for a growing residential real estate analytics company. Current products are provided to REALTOR ® associations, MLSs, brokers. I work for an association.
  3. 3. <ul><li>Elegant and intuitive visuals </li></ul><ul><li>Easy trend spotting </li></ul><ul><li>Detailed & thorough yet readable </li></ul><ul><li>Harness the power of the entire MLS </li></ul>The Things People Want
  4. 4. MLS data is the richest, cleanest and most powerful real estate data available. Own your local space. The gold hasn’t been fully mined...yet. “ Local” implies geography but is so much more. It Starts with MLS Data
  5. 5. The Seedling
  6. 6. Weekly Activity Report
  7. 7. Monthly Market Indicators
  8. 8. Housing Supply Outlook
  9. 9. Local Market Updates
  10. 10. Foreclosures & Short Sales
  11. 11. Blog and Video
  12. 13. <ul><li>Client Consultation </li></ul><ul><li>Blogs and Websites </li></ul><ul><li>Social Networks </li></ul><ul><li>Marketing </li></ul><ul><li>Government </li></ul><ul><li>Media </li></ul><ul><li>Academia </li></ul><ul><li>Business Planning </li></ul>How It Can Be Used
  13. 14. Government Strategy <ul><li>Local market products </li></ul><ul><li>Distribution strategies </li></ul><ul><li>Market research resource </li></ul><ul><li>Affecting public policy </li></ul><ul><li>Return on investment </li></ul>
  14. 15. News Media Strategy <ul><li>Press releases </li></ul><ul><li>Talking points </li></ul><ul><li>Electronic media </li></ul><ul><li>REALTOR ® spokespersons </li></ul><ul><li>Distribution strategies </li></ul><ul><li>Market research resource </li></ul><ul><li>Anecdotal stories v. hard data </li></ul>
  15. 16. From Foe to Friend <ul><li>By KARA McGUIRE </li></ul><ul><li>Star Tribune February 7, 2010 </li></ul><ul><li>The [MAAR] Realtors group, known for its ability to take in-demand housing data and turn it into digestible reports for housing pros and consumers alike… </li></ul>
  16. 17. Others Telling Our Story
  17. 18. <ul><li>Weekly e-newsletter </li></ul><ul><li>Website </li></ul><ul><li>Office visits </li></ul><ul><li>Advertorial </li></ul><ul><li>CE classes </li></ul><ul><li>Print publications </li></ul><ul><li>Targeted emails to brokers </li></ul><ul><li>Best of all: Raving fans </li></ul>Unfettered access. Distribution Strategy
  18. 19. Overheard “ Visibility is more important than ability. Secret agents don’t do a lot of business.”
  19. 20. <ul><li>Sortable Statewide Stats </li></ul>Advancing the Concept
  20. 21. <ul><li>“ The Thing” </li></ul>Advancing the Concept
  21. 22. Just one of many solutions in the works RIGHT NOW View not just metros but neighborhoods in 2 clicks or less Be elegant and intuitive in your ideas: VISUALS MATTER Comparison shopping, user control, brand capability One-touch sharing through email, blogs, fan pages, tweets Create Your Own “The Thing”
  22. 23. <ul><li>Get Data </li></ul><ul><li>Make Pretty </li></ul><ul><li>Send </li></ul>The Magic Formula
  23. 24. YOU REALLY CAN. But if you don’t want to, there are many people ready to help you. You Can Do This HINT, HINT:
  24. 25. Thank You for Your Time! G. Sax ( @ gsax) Director of Communications 10K Research and Marketing