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These are the slides from this afteroon's presentation at the REBarcamp-Philadelphia: "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
(415) 513-5747

Scott Sambucci
(415) 931-7942

Mike Simonsen
(415) 302-1573

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  • First question: “How’s the market?” how do you answer?
  • REBarcamp-Philadelphia

    1. 1. Why Market Data Matters Now More Than Ever
    2. 2. 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>
    3. 3. 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>
    4. 4. Principles & Technique: “Let Me Show You What I Mean” <ul><li>Be prepared </li></ul><ul><ul><li>With clients, plan the story in advance </li></ul></ul><ul><ul><li>The story is your chance to engage </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><ul><li>Be the expert </li></ul><ul><ul><li>What aren’t they expecting? </li></ul></ul><ul><ul><li>Setting price, market time expectations </li></ul></ul>
    5. 5. Sometimes the Data ≠ Headlines Scottsdale dropped a little – but mostly held strong! Phoenix has been down – but picking up this Spring!
    6. 6. Get Local! Comparing Zips to Set Expectations
    7. 7. How and When to Use The Data <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><ul><li>In person </li></ul><ul><ul><li>Listing presentation / buyer meetings </li></ul></ul><ul><ul><li>With active listings – Keep clients updated </li></ul></ul><ul><ul><li>In the yard sign “I sold this home in a week. Ask me how.” </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>
    8. 8. Strategies for Data on Your Website Soft Sell Hard Sell Blog Posts Dedicated Local Pages Chart Widgets Sample Reports Lead Form Call to Action Relationships, inform Convert visitors to leads Goals: Presentation: Style: Personality, quantity High profile data, fewer options Approach:
    9. 9. Great Web Site Samples <ul><li>Real Estate Bloggers </li></ul><ul><ul><li> - Audrey Forshey </li></ul></ul><ul><ul><li> - Ro Troia </li></ul></ul><ul><ul><li> - Dru Bloomfield </li></ul></ul><ul><ul><li> -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> – Heather Elias </li></ul></ul><ul><li>The Three Questions </li></ul><ul><ul><li> – Kelley Koehler </li></ul></ul><ul><li>Lead Focused </li></ul><ul><ul><li> – John Harper </li></ul></ul>
    10. 10. More Than Just a Price Trend <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>
    11. 11. Setting the Price Right % Price Decreased : Measures the number of active listings that have experienced a price reduction in the last 90 days
    12. 12. Inventory Trends: Understanding the “Competition” Don’t assume clients know these trends!
    13. 13. Trends in New Listings New Listings are pricing BELOW the Market’s Median Price Homes exiting the market are even lower
    14. 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>
    15. 15. Price Trends by “Quartile” Different Price Trends based on Price Quartile
    16. 16. Days-on-Market by “Quartile” Significantly higher DoM in most expensive price segment
    17. 17. Market Activity by “Quartile” The lowest 25% of the market has the most activity – Implications for both Sellers AND Buyers?
    18. 18. Key Takeaways: <ul><li>How do you answer, “How’s The Market?” </li></ul><ul><li>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>
    19. 19. For REBarCamp Attendees <ul><li>Posting this presentation online to Slideshare </li></ul><ul><ul><li>(Or give us a card and we’ll email.) </li></ul></ul><ul><li>Send you a Personalized Market Report to use next week </li></ul><ul><ul><li>Buyer Meetings </li></ul></ul><ul><ul><li>Listings Presentations </li></ul></ul><ul><ul><li>Sellers </li></ul></ul>
    20. 20. 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>