North Pointe Office of Berkshire Hathaway HomeServices Homesale Realty's bi-monthly sales meeting covering: 1. July 2020 Lancaster County Market Statistics, 2. Open house social media results, 3. Understanding the dreaded Zestimate, 4. Homesale's social media endeavors, 5. Testing the real estate market is never a good idea.

1. “Testing” the Market
Sticking your toe in the water is never a good strategy to sell your house

2. REAL ESTATE’S FOREVER BRAND
SM
NORTH POINTE
MEETING
19 August 2020

3. Real Estate License Renewal
August 29, 2020
20 August 2020 3

4. Lancaster County Market Statistics
$247,151
$261,678
$50,000 $100,000 $150,000 $200,000 $250,000 $300,000-0-
Average Sales Price
July 2019 vs. July 2020
Homesale Realty
717-295-4663
Homesale.com
DISCLAIMER: Based on information from the Bright MLS for all residential property located in Lancaster County, PA,
for the period July 1-31, 2020. Data may not reflect all activity within the geographic marketplace.
Statistics Courtesy of:
+5.9%

5. -57.8%
Lancaster County Market Statistics
July 2019 vs. July 2020
Listing Inventory (End of Month) Median Days to Sell
10 7
Average Interest Rate
1 2 3 ÷
4 5 6 x
7 8 9 -
0 . = +
3.77%
1 2 3 ÷
4 5 6 x
7 8 9 -
0 . = +
3.02%
Freddie Mac monthly average commitment rate on 30-year fixed rate mortgages
Units Sold
621
FOR SALE
744
FOR SALE
Statistics Courtesy of:
612
SOLD
679
SOLD
-19.9%
DISCLAIMER: Based on information from the Bright MLS for all residential property located in Lancaster County, PA,
for the period July 1-31, 2020. Data may not reflect all activity within the geographic marketplace.
+19.8%
+10.9%
-30.0%

6. Lancaster County Market Statistics
Absorption Rates – July 2020
3
6
9
12
0
MonthsInventory
1.5
1.9
4.6
Buyer’s
Market
prices generally
decreasing
Seller’s
Market
prices generally
increasing
$0 to
$79.9K
$80K to
$119.9K
$120K to
$159.9K
$160K to
$199.9K
$200K to
$249.9K
$250K to
$299.9K
$300K to
$399.9K
$400K to
$499.9K
$500K +
Statistics Courtesy of: DISCLAIMER: Based on information from the Bright MLS for all residential property located in Lancaster County, PA,
for the period July 1-31, 2020. Data may not reflect all activity within the geographic marketplace.
.7 .9
.5 .5 .6 .8

7. Open House Results
20 August 2020 7

8. THE DREADED ZESTIMATE
Just how accurate is this Automated Valuation Model (AVM)
20 August 2020 8

9. How Accurate is a Zestimate
20 August 2020 9
Scroll to the bottom of the page

10. How Accurate is a Zestimate
20 August 2020 10
The Zestimate® home valuation model is Zillow’s estimate of a home's
market value. The Zestimate incorporates public and user-submitted data,
taking into account home facts, location and market conditions.
It is not an appraisal and it should be used as a starting point. We
encourage buyers, sellers and homeowners to supplement the Zestimate
with other research such as visiting the home, getting a professional
appraisal of the home, or requesting a comparative market analysis (CMA)
from a real estate agent.
Definition from Zillow.com – NOT from a real estate agent

11. How Accurate is a Zestimate
20 August 2020 11
Downloadable Spreadsheet available for every county in the USA
Lancaster County, PA
2/3 of the time the
Zestimate isn’t within
5% of the final sales
price!

12. How Accurate is a Zestimate
20 August 2020 12
Downloadable Spreadsheet available for every county in the USA
Lancaster County, PA
44% of the time the
Zestimate isn’t within
10% of the final sales
price!

13. HOMESALE’S SOCIAL MEDIA
ENDEAVORS
More exposure for you and your listings
20 August 2020 13

14. Homesale’s Social Media Endeavors
20 August 2020 14

15. Who are Homebuyers?
20 August 2020 15
 45% of buyers are 25 to 44 years old

16. Average Number of Social Media Apps Downloaded
20 August 2020 16
Gen Z Millennials Gen X Baby Boomers

17. The Social Path to Purchase
20 August 2020 17
Global
16-24
25-34
35-44
45-54
55-64

18. Homesale Social Media Site Handles
20 August 2020 18
Facebook
@HomesaleRE
Twitter
@HomesaleRE
Instagram
@HomesaleRealty
Snapchat
SEARCH:
Homesale Realty
LinkedIn
SEARCH:
Berkshire Hathaway
HomeServices
Homesale Realty
Pinterest
SEARCH:
Homesale Realty
YouTube
YouTube.com/
HomesaleRE
Homesale Blog
AskHomesale.com

19. Homesale’s Company Social Media Stats
20 August 2020 19
Facebook
Instagram
Twitter
12,794 followers
1,488 followers
1,258 followers

20. Homesale’s Social Reach
20 August 2020 20
July 2020
 1,179,711 post reach on Facebook
January – July 2020
 11,100+ Video views on Facebook
 360,360 Impressions on Pinterest
 247,800 Impressions on Twitter
 33,445 Views on Google Business Pages
 25,600 Impressions on YouTube
 5,731 Video views on YouTube
 153.6 Watched hours on YouTube
February – July 2020
 49,873 impressions on Instagram

21. Benefits to Agents
20 August 2020 21
Facebook
Your accomplishments, name and business can reach thousands of
people connected to the Homesale profile
Google Business
Connects online searchers with our company, leading them to our
website and to you
Instagram
Luxury listings, sold properties, awards, office happenings, and new
home communities are posted, getting your name to a broader
audience and showcasing your expertise

22. Benefits to Agents
20 August 2020 22
Pinterest
Your luxury listings get pinned to our account, reaching thousands of
users and directing them back to the listing detail page
YouTube
Every listing’s property tour video is uploaded to YouTube. Since
YouTube is owned by Google, your property shows up in searches and
leads home buyers directly to you
Giphy
Ability to brand your posts & connect with audience in a fun, personal
way

23. What does Homesale provide for posting?
20 August 2020 23
Team Homesale
What graphics are available?
General graphics, holiday graphics, Facebook cover
photos, market and tech stats, and items of value
Where do you find them?
 HomesaleCenter.com
 TeamHomesale icon
 Search “Social Media Graphics”
How do you share?
 Double click and save
 Log onto the app and upload

24. What does Homesale provide for posting?
20 August 2020 24
REsource Center
What graphics are available?
Holidays, special occasions, BHHS
branding, luxury, awards, and more
Where do you find them?
 https://www.bhhsresource.com/
 Click Marketing Resource
How do you share?
 Follow directions within each asset

25. What does Homesale provide for posting?
20 August 2020 25
AskHomesale.com
What’s available?
Consumer-facing blog surrounding real
estate related information
How do you share?
 Scroll to the bottom of each article and
click the appropriate share button

26. What does Homesale provide for posting?
20 August 2020 26
Homesale Blog
What’s available?
Hyper local information on
the areas we serve
Where can I find it?
 https://www.homesale.com/
homesale-blog/
How do you share?
 Click the appropriate
platform social icon

27. What does Homesale provide for posting?
20 August 2020 27
Facebook
What’s available?
Videos, graphics, articles about real estate,
company info, current campaigns,
announcements, awards, and much more
Where can I find it?
 https://www.facebook.com/HomesaleRE/
How do you share?
 Click share

28. What does Homesale provide for posting?
20 August 2020 28
Instagram
What’s available?
Videos, graphics, articles about real
estate, company info, current
campaigns, announcements, awards,
and much more
Where can I find it?
 https://www.instagram.com/homesale
realty/
How do you share?
 Repost app

29. What does Homesale provide for posting?
20 August 2020 29
Twitter
What’s available?
Videos, graphics, articles about real
estate, company info, current
campaigns, announcements, awards,
and much more
Where can I find it?
 https://twitter.com/HomesaleRE
How do you share?
 Retweet

30. What does Homesale provide for posting?
20 August 2020 30
LinkedIn
What’s available?
Items of value, market and tech stats,
campaign videos, blog articles,
magazines, etc.
Where can I find it?
 https://www.linkedin.com/company/
homesalere/
How do you share?
 Click share to post to your LinkedIn
page

31. What does Homesale provide for posting?
20 August 2020 31
YouTube
What’s available?
Virtual tours of all our listings, promotional
videos, testimonials, company history,
branding, etc.
Where can I find it?
 https://www.youtube.com/c/HomesaleRE
How do you share?
 Click the share button underneath the
thumbnail of the video

32. What does Homesale provide for posting?
20 August 2020 32
Giphy’s

33. How does Homesale promote agents?
20 August 2020 33
Peak Performers
 Every month, they are posted on the
office page
 Clients and sphere of influence love to
celebrate with you
 Make sure to share. When someone
comments, it reaches all of their
friends and provides agent with more
exposure/branding

34. How does Homesale promote agents?
20 August 2020 34
Agent Reviews
 Reviews are submitted via the
Homesale surveys
 Agents can share this post and reach
more people
 When others comment it reaches their
friends

35. How does Homesale promote agents?
20 August 2020 35
Luxury Listings
 Posted on Homesale VTours Luxury
Playlists (YouTube)
 Pinned on Homesale Pinterest Luxury
boards and interiors on others
 Featured on Homesale’s Instagram

36. ‘TESTING’ THE MARKET
Sticking your toe in the water is not a good way to sell a house
20 August 2020 36

37. “We want to test the market”
20 August 2020 37
 What they really mean -
“We want to list at an
artificially high price to see
if someone is crazy enough
to pay that price.”
 Consumer products never
go ‘on-the-market’ until
they are thoroughly tested

38. 1. Today’s buyers have zero tolerance for artificially
high prices
20 August 2020 38
 Use Automated Valuation Models (AVMs) to gauge approximate pricing
 Buyers pre-judge listing prices based on their research

39. 2. All transactions with loans must go through an
appraiser
20 August 2020 39
 The ‘second’ negotiation period
 A low appraisal usually has a sobering
effect on a buyer

40. 3. Overpriced listings miss the ‘magic window’
20 August 2020 40
 The highest priced offers
usually show up during the
first 14 days
 If a seller, after extended days
on the market, relents and
lowers the price, buyers will
often write offers even lower

41. 4. Seasoned agents have a low tolerance for
overpriced listings
20 August 2020 41
 Listing agents are spending more money up front to enhance the
marketing (i.e. 3D tours, aerial photography, staging, etc.)
 Selling agents aren’t stupid

42. 5. COVID-19 has changed everything
20 August 2020 42
 Home searches have become more
purposeful
 The paring down process has
accelerated because of low inventory
levels – people can’t waste time

43. Inspiration
20 August 2020 43

44. Speaker Contact Info
44
Tom Blefko
Associate Broker
REALTOR®
Director of Operations
North Pointe Office
Berkshire Hathaway HomeServices Homesale Realty
Office: (717) 560-9100
Cell: (717) 587-6600
Email: tblefko@homesale.com
20 August 2020