"Real Estate Marketing With Statistics" Webinar Re Tomato


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This is a webinar presentation for clients of "Real Estate Tomato" to provide ideas for using Market Stats with their Real Estate marketing and practices.

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  • First question: “How’s the market?” how do you answer?
  • "Real Estate Marketing With Statistics" Webinar Re Tomato

    1. 1. Why Market Data Matters Now More Than Ever
    2. 2. Altos Research: Contacts <ul><li>Web: www.AltosResearch.com </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>
    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>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><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>
    9. 9. Strategies for Data on Your WebSite & Blog 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:
    10. 10. Great Web Site Samples <ul><li>Real Estate Tomato Clients: </li></ul><ul><ul><li>Audrey Forshey - http:// movinmaryland.com / </li></ul></ul><ul><ul><li>Ro Troia - http:// blogtherockies.com / </li></ul></ul><ul><ul><li>Julie Fuelling - http:// fuellingkaty.com / </li></ul></ul><ul><ul><li>Doug Willis - www.up2daterealestate.com </li></ul></ul><ul><li>Other Blogs: </li></ul><ul><ul><li>“ Homes vs. Condos” – Dru Bloomfield www.athomeinscottsdale.com </li></ul></ul><ul><ul><li>Price vs. Days-on-Market – Ginger Wilcox www.blogbythebay.com </li></ul></ul><ul><li>Local Market Pages </li></ul><ul><ul><li>www.OCExclusives.com – Jessie Brossa </li></ul></ul><ul><ul><li>www.stlhomedata.com – Eric Stegemann </li></ul></ul><ul><ul><li>www.housechick.com – Kelly Koehler </li></ul></ul><ul><li>Lead Focused – John Harper </li></ul><ul><ul><li>www.TheHarperTeam.com </li></ul></ul>
    11. 12. 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>
    12. 13. Setting the Price Right % Price Decreased : Measures the number of active listings that have experienced a price reduction in the last 90 days
    13. 14. Inventory Trends: Understanding the “Competition” Don’t assume clients know these trends!
    14. 15. Trends in New Listings New Listings are pricing BELOW the Market’s Median Price Homes exiting the market are even lower
    15. 17. 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>
    16. 18. Price Trends by “Quartile” Different Price Trends based on Price Quartile
    17. 19. Days-on-Market by “Quartile” Significantly higher DoM in most expensive price segment
    18. 20. Market Activity by “Quartile” The lowest 25% of the market has the most activity – Implications for both Sellers AND Buyers?
    19. 22. 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” Personalized Reports
    20. 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>
    21. 24. Answer “How’s the Market?” with Altos Research
    22. 25. Altos Research: Contacts <ul><li>Web: www.AltosResearch.com </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>