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real estate

This week’s report that more than 11.3 million homeowners owed more on their house than their house was worth has prompted a fair amount of discussion among the people I talk with.

The big question is what the data point means.

In practical terms, almost 1/3 of homeowners don’t have an ownership interest in their home.  They are tenants to the bank, and at some point have to make a decision whether the cash cost of the mortgage is competitive with the cost of a comparable rental unit.  Most experts agree that consumers executing short sales will get dinged on their credit report — though not as badly as in a foreclosure — and will need two years of credit seasoning before they can buy a new home.

Of course, emotions factor in to the consumer’s decision in the short-term.   They’ll hope that values will recover enough to let them regain some equity.  They’ll decide that they don’t want to leave their HoCase-Shiller House Prices Indicesme, with a capital H.  And, they’ll wonder whether the government will find a way to step in and help them regain some value. (The continued paring of price declines in the Case Shiller reports fuels the hope that their home will rebound in value.)

Banks have a vested interest in managing the flow of foreclosures and short sales in the market.  The more distressed properties that come into the market, the more downward pressure on prices, forcing banks to de-value the loans on their books.  In the simplest terms, the banks have an incentive to keep the negative equity loans off the market.

Combine the bank and the consumer incentives and you have a stagnant market.  The foreclosure and short sales inventory hangs over the market, but with little threat of creating another precipitous drop in prices.

Talking about this situation with a colleague, we speculated on what this unnatural market dynamic will mean for real estate this year.  One scenario — which I advanced — was that the volume of home sales could easily stay flat, or decline slightly, in 2010, but that the value of those homes would be up significantly from 2009.  The mix of inventory will shift, as more and more  buyers gain confidence that market has bottomed out and begin to compete for the best inventory in the market.

This kind of activity will be the nature of the slow grind the real estate market, and the economy overall, is going to experience over the next couple of years.  It’s not glamorous…not one bit…but it won’t be as traumatic as the past 24 months.

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Real estate advertising is set to rebound in 2010, after a devastating decline in 2009, and traditional media such as newspapers and print catalogs will be a surprising beneficiary, according to a forecast released this month by Borrell Associates, a long-time observer of the local advertising market.

Borrell has been in the business of analyzing local advertising trends since the 1980’s. I actually competed with Gordon at Communications Trends, Inc. in the late 1980’s, when both our companies began to look at the emerging competitive trends in the yellow pages industry. Gordon’s work is solid, and his firm has been on target more often than not with their forecasts. He accurately forecast the scale of the shift to online in the real estate business, for instance.

As a result, I was particularly interested in seeing his firm’s forecast of real estate advertising for the next year. There are three big take-aways from the analysis and surrounding discussion: An over-correction in ad spending disproportionately hit traditional print media; the share shift between print and online is essentially over, with a slight correction back to print in the year ahead; and a new secular shift is underway moving real estate marketing dollars out of media and into other promotional spend.

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Overall, advertising by real estate agents and brokers is set to increase 2.7% in 2010 to $8 billion, following a 19% decline to $7.8 billion in 2009, according to Borrell. Newspapers and other print (including home catalogs) are set to have strong rebounds in 2010, following dramatic declines in 2009. In fact, in 2010 traditional print media will recover a small percentage of the share that it lost to online media over the past several years.

In a webinar discussing the forecast, the Borrell team addressed the factors driving the recovery of print. Agents and brokers recognize that the Internet has become a free source of distribution, but that investing in internet media provides only a minimal lift in business activity. Print advertising remains the most effective way to stand out in a local market and drive leads, Borrell’s research with agents and brokers shows, and in the next a number of realtors will return to using print in order to help drive their market presence.

Since we publish The Real Estate Book, the forecast obviously was music to our ears. But more importantly, it was confirming to what we’ve been hearing from a lot of our customers and consistent with what our internal research was showing. While print advertising doesn’t deliver the total market, like the Internet does, it does deliver a responsive market, giving our customers market recognition, brand awareness and a valuable source of leads.

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To reinforce their observation that the market shift between print and online is essentially complete, Borrell presented a projection through 2014 of the relative share for both media across all real-estated related ad spending, including realtors, financial services, multi-family and commercial.

A third market shift is occurring, Borrell cautioned.

Within online real estate advertising, money iis moving into marketing activity that do not rely on a media company to bring buyers and sellers together. Thanks to the proliferation of inexpensive database marketing tools and techniques, real estate advertisers are developing direct, one-on-one relationships with their prospects and customers through e-mail marketing, social networking and various promotions and public relations efforts.

You can order the full report, with detailed forecasts of each category, a demographic analysis of the home shopping consumer and local observations and projections, here.

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A case study in building Google Juice: the impact of creating consistent content consistently

January 22, 2010

A basic form of web currency that gets discussed more and more frequently is Google Juice.
Say the words “Google Juice” and people are likely to nod their head knowingly. Getting Google Juice is a dark art, easy to understand and hard to execute. People hear Google Juice and they think, Page 1.
As we’ve [...]

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Frick & Frack ruminate & give us a lesson on the present day nature of political discourse

January 18, 2010

“If necessity knows no law, then neither does power”
I’ve been musing over the state of our national discourse a lot recently.
The stakes of our socioeconomic quandary feel very stark. Mountains of debt and millions of unemployed putting pressure on a systems of goods, services and production that looks like what philosophers call a self-contained [...]

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A velocity-focused view of the home sales market

November 25, 2009

When thinking about the home sales market, I find it useful to look at the relative velocity of sales.
This metric captures just how significant the slowdown in home sales was over the past few years, and how strong the recovery has been in 2009.
Since 1999, the number of homes sold in October has been 48% [...]

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October Home Sales Snapshot

November 25, 2009

It’s the time of month again to take a snapshot the housing market. We’ve got the new data on existing home sales, new home sales and price trends from all of the authorities, with accompanying commentaries.
The month showed strong performance in unit sales and a continued moderating of prices.
The seasonally-adjusted pace of existing home [...]

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Charting an income-based approach to real estate marketing

November 11, 2009

The devastation in the real estate industry over the past three years has had a huge personal toll on the tens of thousands of people who had built businesses, and personal wealth, during the real estate boom. Real estate agents, brokers, mortgage professionals, appraisers, builders…all have seen their income plummet along with home [...]

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