Beat the Headlines.Be the Local Market Expert.

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The Only 3 Questions Consumers Ask

1. What’s for sale?– IDX Search

2. How much is my house worth?– CMA

3. How’s the market?– This is your opening!–What’s different about this question from

the other two?

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When they ask, “How’s the market?”

• “I want to participate, show me how I can/why I should?”– They know the market is bad…– But how is it good for them?

• A “buying” signal – Buying your services – they need an expert– Compelling to action – they want guidance

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Get Local!

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How?

“Soft Sell” “Hard Sell”B

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Relationships, inform

Convert visitors to leadsGoals:

Presentation:

Style:

Personality, quantity

High profile data, fewer options

Approach:

Soci

al M

edia

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Great Web Site Samples• Real Estate Stats Bloggers

– www.LoCoMarketStats.com – Heather Elias– www.napervillehomesblog.com – Tony Lazzari– www.AtHomeInScottsdale.com - Dru Bloomfield – www.BlogByTheBay.com -Ginger Wilcox

• The Three Questions– www.Housechick.com – Kelley Koehler

• Local Market Pages – www.OCExclusives.com – Jessie Brossa– www.StlHomeData.com – Eric Stegemann– www.rerockstar.com – Matt Stigliano

• Lead Focused – www.TheHarperTeam.com – John Harper

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More Than Just a Price Trend

• Setting seller expectations– Percent Price Decreased: “This is what happens to

the over-pricers”– DoM: “here’s what we’re looking at…”

• Buyer off the fence– Inventory: “You’re in the highest-demand

segment”– Average vs. Median DoM: the best properties

moving more quickly

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Setting the Price Right &Knowing the Market

% Price Decreased: Measures the number of active listings thathave experienced a price reduction in the last 90 days

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Market Analysis by Price Level (“Quartile”)

Quartile 1: Most expensive 25% of propertiesQuartile 2: Top Middle 25%Quartile 3: Bottom Middle 25%Quartile 4: Least expensive 25% of properties

Example: 80 homes for sale in a market (city or zip code)– 4 "quartiles" (groups) each have 20 properties

based on individual property prices.– Allows for market definition by price, not just

geography

Days-on-Market by “Quartile”

DoM in most expensive price segment (black line) compared to middle & lower price segments

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Key Takeaways:

• How do you answer, “How’s The Market?”• Use the data to illustrate your expertise• Clients want the insights/statistics/guidance

no matter how you reach them: web, email, print, face-to-face

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Just For Attendees

• Posting this presentation online to Slideshare• Send you a Personalized Market Report to use

next week– Buyer Meetings coming up?– Listings Presentations– Sellers – helping them really see the market

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Contact info

• www.AltosResearch.com• @altosresearch• @mikesimonsen• info@altosresearch.com