Nashville Spins

Here are still more examples of how much advertising and marketing contributes more to the decline of the real estate market than people realize.

Sorry to sound like a broken record, but the realty associations continue to put out statistics which do not have a positive impact. As sports fans can tell you, people can use certain statistics to make arguments for either side.

Nashville TN provides us with still another example. The Greater Nashville Assn. of Realtors released their latest monthly market statistics earlier this week. Keep in mind that the realty agents in the area are the ones who combine to financially support the Association. Yet, these statistics show a drop in home sales in the area for the 2nd month in a row.

The question should be asked. Why did the Association issue this information? The member agents don't benefit by current and potential sellers seeing that they have even less of a chance. I don't buy the argument that it encourages potential buyers to take advantage of all of the bargains out there. Instead, potential buyers from out of the area could think that the region has become less desireable.

The Nashville Tennesseean, the major newspaper there, added to the negative spin of this information:

http://www.tennessean.com/article/20111109/BUSINESS02/311090133/2047/BUSINESS

Yet, the local business publication took the SAME information, and put a slightly more positive spin on it:

http://nashvillepost.com/news/2011/11/9/october_marks_four_months_of_home_sales_growth

I'm sure that the Association intended their statistics to always have a positive spin such as the Post gave it. Come to think of it, the Post's article isn't totally positive either. It does show how two separate entities approached the same statistical information. Whether it should have been available to them or not.

Yet, these two articles are not advertising or marketing pieces. That's my other discovery this week.

It so happens that I use a mailbox store to receive a lot of my mail and also to receive packages during the day since I prefer not to have mail or packages left outside of my home. Of course, the junk mail also goes there, which is a good thing.

Earlier this week, I received a mailer from a local mortgage broker. Since I'm in contact with 200 to 300 mortgage offices and banks most every week, I was curious to see their angle. To my amazement, this lender's "letter" told me that they could get me a better deal for my home located at (address), even quoting an estimated amount of my mortgage.

What this mortgage broker didn't know is that the address in that mailer was for the mailbox place. There is no house at that address!

Of course, my industry colleagues are getting a good laugh about this as I spread the word about this lender's carelessness. However, if I were not an advertising and marketing professional in the business, I might well have considered that mailer as one more shady operator and a reason not to deal with mortgage brokers. Especially if I had recently read about how my local realty association promotes that fewer and fewer homes are selling in my area.

These realty agents and lenders seem to have nothing to talk about except for how awful the market is. Yet, next month is supposed to see the start of the Home Affordable Refinance Program. It could be huge break for the millions of home owners who are thousands of dollars underwater on their current mortgage, yet have made the payments and stayed faithful.

I know because it could impact me personally. I'm already on 2 "waiting lists" to be contacted the minute the plan becomes available to me. I might add that neither of those lenders are my previous mortgage broker, since he didn't contact me about this yet. From my conversations with banks and brokers each week, I know that some are planning to administer this program, while some aren't certain and some say they will not.

This HARP plan could save me and thousands of home owners thousands of dollars, and could very well keep numerous home owners from heading toward foreclosure over the years. This could be the most positive development in real estate in three years.

Yet, I'm one of the few writing about it, while realty associations continue to pump out the "nobody is buying" statistics and lenders continue to think that every address is a home with a mortgage.

Here's hoping that advertising, marketing, and news releases will appeal to 100% of the people next time around.

Why Are Our Houses Worth More Than Last Year?

Within the past couple of days I have had several acquaintances tell me that they have received their property tax bills and are obviously both shocked and dismayed at the amounts. It seems that their property tax bills have risen.

I thought that the property tax is based on a percentage of the value of the property. It seems that the majority of properties around the country are being appraised at less than their original value, and in some cases for many thousands of dollars less.

This means it is time to ask the government how they have come up with an increase in property values. Actually, it is time to demand that government officials tell us. Here is why.

Once we receive a Government written notification that it considers our property to have increased in value over the past year, we should immediately going to the bank or mortgage banker which owns our mortgage and provide them with this U.S. Government information. After all, state government officials are a part of the same U.S. Government which bailed out several large banks after the earlier mortgage fraud and abuse. So the banks had better listen.

Since our Government claims each property is worth more than last year, this should reflect on housing prices and for the ability for almost everyone to be able to refinance their current mortgage and take advantage of these low rates. How dare these appraisers continue to act as though thousands of homes have lost value, when the U.S. Government is documenting that they have actually increased?

This is the time to take action to enable those who have faithfully paid their mortgage but have been stuck to have more options instead of punishing these people because of those who did not and cannot make their payments.

On the other hand, there could be some licensed and professional appraisers who disagree with the Government’s assessment of current property values, especially since their jobs may be on the line and their abilities questioned. If they can prove otherwise, these appraisers should be working with home owners to challenge the U.S. and state Government determinations about local property values increasing. In that event, thousands of current homeowners would see a significant reduction in their property taxes and finally have a benefit from the status of the current real estate market.

I’m waiting, but I should not be alone in doing so. Who is right about property values?

Location vs. Price

A suburban Chicago seller has only one other property competing against it. Is this a good thing or a bad thing? From an advertising and marketing standpoint, I would say some of both. The idea is to find the “good” and use that as the marketing approach.

First, let me point out that I found out about this from a local newspaper story and am not familiar with the home or its seller, nor is the listing agent a current or past client of mine.

It seems that until the past few days, there was only one million dollar home officially on the market in Lombard, a western suburb of Chicago. Now there is another. This made the newspaper because the selling family is a former lottery winner who had this home built from the winnings, and now has listed the 14 room, 4,000+ square foot home at $1.1 million.

From what I have seen, the home appears to have all of the amenities of a million dollar home. Meanwhile, the other million dollar home currently listed in Lombard (as of this writing) is much larger and is listed for more than double the price (around $2.5 million). It means that this home stands alone for being listed in this price range within this suburb.

Rather than focus on the amenities, the advertising and marketing for this listing should be focused on why a potential buyer in this price range should relocate to Lombard, whether from nearby or from a distance.

There are people with enough money to purchase a home in this price range who would probably enjoy being the “big fish in the little pond”. Unfortunately for me, I’m not an expert on living in million dollar plus homes, but find it safe to say that being in a neighborhood of them leads to some decisions being made by other homeowners and the community. Being the only one of this type would likely afford some flexibility that an owner of such a property may not be able to have in other nearby communities. The story states that the home is on one of the largest lots in the community as well.

Lombard happens to be within a half hour of other suburbs which are more affluent and have sections with million dollar homes and estates. Thus, there are factors within the general area that have proven to attract such high caliber buyers.

If I was the agent and seller, I would be researching the current reasons why buyers and residents of million dollar homes within a reasonable distance of Lombard have moved in or remained in the area. The next step is to find the benefits of Lombard in comparison. Maybe it is at least part of the school system, proximity to upscale shopping, and so forth. The most positive result(s) should be the grabber for marketing this home. A “Million dollar living even closer to xyz” type of headline. Or “The biggest lot in town is ready”.

If I was a potential buyer of a million dollar home in the suburbs of Chicago, I just might want to be made aware of a unique property in this price range, even if the location is all which is unique. If I’m interested in the specific area where the house is located, then there is likely no competition. It becomes this house, or waiting for something else to come on the market.

Of course, this property has the endless rooms, full finished basement, a movie theatre, and much more that comes with a recently built million dollar property. These are features that can be found in other communities, but is not the biggest part of the story in Lombard.

Granted, it’s still going to be a challenge to find a buyer for a house in this price range. But if marketed with a unique approach for a unique property, there is more hope.

Statistics Don't Sell Homes

Why are real estate agents giving potential home buyers so many reasons NOT to buy? The practice of bombarding the public with negative statistics about the real estate market instead of only focusing on positive ones is a bigger part of the problem than most people think.

Sure, not as big as the banks have caused by way of the mortgage crisis, but still up there on the list of reasons.

Suppose you are looking for a property, or looking to sell one right now. Let me ask you this. If you are looking to buy, is it because of a statisical comparison with past years?

(I didn't think so!)

If you are trying to sell, is it because of statistics from previous years?

(I didn't think so!)

As I review news stories and releases from around the country most every day, I am still amazed at the number of stories out there like this one from Tulsa:


http://www.tulsaworld.com/business/article.aspx?subjectid=32&articleid=20110813_32_E1_Metroa254755&rss_lnk=5


If this story focused on the fact that 913 homes sold during July in the Tulsa area and that more than 5,400 have sold there during 2011 (through July), I'd be impressed. Tulsa is not an area that has been in the business news, positively or negatively, lately. But homes are selling there.

Those are statistics the realty association should be putting out there. Maybe compare it with other cities with a similar population and demographic, and put the names of those cities in the "story" which haven't sold at that pace so far this year.

But, no. Still another realty association that finds the need to compare these sales statistics with recent years. And proceed to tell potential buyers how the market is suffering. They keep bringing up last year's tax credit as a reason for more sales during early 2010. Well, there is no more tax credit. Just how does this "help" the market today?

Obviously, it doesn't. At least it's obvious to me and to thousands of others who are trying to sell their property and move on. Again, I'll bet the reason for trying to sell now is not because of home sales statistics from 1 to 5 years ago.

Give us statistics which encourage sales and which will entice more potential buyers and help those looking to sell. How many "sellers" were able to enter a "rent to buy" agreement for their homes?

If more families could rent a home and have most of their monthly rent go toward a future purchase, it would allow more opportunities for sellers. It would allow more opportunities for individuals and families who can afford the rent, want the home owner responsibility, and can't get approved for a mortgage to do so. It would help to take some of the lowest priced homes off the market.

There are some very motivated and some very desperate sellers out there in most markets. But as long as the realty associations and news organizatons continue to bombard us all with apples and oranges negative statistics, we'll all be stuck in this rut.

What happened last year or five years ago does not impact a buyer or seller decision this week. At least it shouldn't. But knowing the number of homes in your area which have sold within the past 60 days could.

Why Turning Foreclosures To Rentals Makes Sense

How about that? A politician with an idea that makes sense.

Actually, it's an idea I suggested in this very blog months ago, but maybe this publicity can make it come to life.


http://reed.senate.gov/press/release/reed-seeks-to-convert-foreclosed-homes-into-affordable-rental-units-provide-relief-to-victims-of-housing-crisis_--


If only this had been done a couple of years ago. The idea is to take foreclosed properties and turn them into rental units. This would have given many consumers who can't afford, can't get, or don't want a mortgage the ability to live in a house instead of a cramped apartment. Maybe they'd want to buy a home down the road. Even if they don't, they would be providing monthly revenue for the bank that owns the home, instead of sitting empty.

Multiply that scene by thousands, and that probably would have provided the banks with enough money so that our elected politicians wouldn't have been dumb enough to give these banks "bailout money". Only to have some of the banks hand that money to executives for bonus money and let the housing market continue to go down the tubes. And, of course, cause the government to cut back on everything else that bank money should have gone for.

Turning foreclosures into rental properties would also take thousands of listings off the market, and leave the buyers to go after properties offered by motivated sellers. At higher prices, of course. Taking foreclosures off the market would eliminate the majority of the vastly discounted property prices and therefore increase property values once again.

For a change, something a politician wants to do makes sense, and would actually benefit consumers. If only the others could understand that, this time.

The Rent vs. Buying Debate Continues

This is about to sound like I'm contradicting some past columns, but I don't think so.

Trulia.com web site has introduced statistical research designed to show that in many large cities it is "better" to buy a home than to rent.


http://info.trulia.com/index.php?s=43&item=123


Obviously, I'm in favor of ways to get homes to start selling at a much higher pace around the country. Yet, I don't think this is a way to accomplish this. For as much as I use statistics to make a point, to enhance my enjoyment of sports, and for a variety of reasons, I also understand that there are instances where statistics need to be better qualified to make the intended point(s).

In this case, the "decision" of whether to buy or rent is not based on statistical reasoning. The plane is not equal.

Fewer and fewer potential home buyers can qualify for a mortgage these days. Even fewer have sufficient funds for enough of a down payment to purchase and then secure a mortgage. Each time either or both of those situations occur, it takes away the "rent or buy" as an actual option. If they can't afford to buy, then renting becomes the only option.

Many people already know that the current real estate market is a buyers' paradise. Yet, as our elementary school teachers would have told us in this sentence, the same market does not contain a paradise of buyers.

What the statistics in the article fail to point out is that the majority of the people are not making the choice they are basing their information on.

One of my suggested results actually reduces the distinction between renting and buying, and it would open up both avenues for years to come.

I'll say it again. Make "Rent To Buy" a major part of our vocabulary. This is a drastic measure, but the state of real estate calls for it.

Make homes currently in status as bank foreclosures available for rental only via annual (or longer) leases. The monthly "rent" payment could be used toward a purchase after 5 years if the renter so chooses. After 5 years, the bank would have been collecting the "rent" money and would know the reliability of the tenant. This, instead of sitting on an empty home not generating any revenue at all.

If investors can't buy foreclosure properties at bargain prices, it instantly raises average home prices back toward the level of "real" sellers, instead of foreclosures pulling down the prices for everybody.

And those who currently cannot get a mortgage and/or afford a down payment have instant options.

Meanwhile, apartment buildings would then need more competitive rates for shorter term leases, which would likely help the rental market.

My reason for suggesting the 5 year period before the tenant could then "buy" the home is significant. Again, those consumers who have no other options (or a choice) would be able to establish some equity without the hassle of a down payment and initial mortgage. Yet, those who do have the funds for a down payment and the credit background for a mortgage could then buy now at lower prices. It is possible that 5 years from now, those who buy now could be able to turn that profit by selling high.

This situation can be created, and for everybody's benefit. But as of now, the 'rent' vs. 'buy' consideration is still not a choice. At least 80% of the time.

Finding The Best Candidate To Buy Your House

Looking to sell a home? Know your audience!

http://community.nasdaq.com/News/2011-04/allcash-home-sales-set-record.aspx?storyid=71985

This article from NASDAQ sums up the current real estate market as well as any other I have seen over the past 2 years. Yet, I’m not showing the link because I think this is a well done article. It is shown to make an important point.

The number of first-time home buyers has declined significantly, even compared with just one year ago when the market was already in decline. As this story relates, the trend for “investors” to pay cash for lower priced properties is still on the rise. While the tighter mortgage restrictions continue to make it a challenge for more and more people to get a mortgage, the number of first-time home buyers likely won’t be rising for some time.

Those who are currently home owners and would like to upgrade or downsize to a different home are often stuck with a mortgage they can’t get out of. If they take a loss to sell, they may not be able to afford what they want instead. And on it goes.

There is an important message in the NASDAQ story. Know your audience. If you are trying to sell your home, chances are you are doing everything you can to make it “family friendly” upon showings, and probably within your agent’s outside advertising. The above referenced article should make it clear that “family friendly” is not your audience.

Now, this doesn’t mean that you don’t need the new curtains or to keep the place looking good as new. But it does mean that you need to focus on the value of your home to an investor. That is who is buying, and, as statistics show, without the agony of waiting on getting a mortgage.

The priority should be on showing your potential buyer the ways your property for sale could make he/she/them money within the next 5 years. Although I have seen only a few examples of this of late, they are too few and far between.

One 3-bedroom home that I know of for sale has a lower level “family room”. It is not a basement, has window decorations and is a separate wing on that level. It so happens that the other homes in the development are all either 2 or 3 bedrooms. A few of the other units (both 2 and 3 beds) are also for sale, and now at well below the original new construction prices. Yet, only the advertising for this home points out that it is ready as a 4-bedroom home. At most, the current or new owner could put up a partition “door” and add more privacy, giving them a 4-bedroom home for under $100 (for the partition).

An investor with cash is more likely to see the value of getting a 4-bedroom house at 3-bedroom home pricing, knowing that he/she/they will eventually have a higher profit capability.

Again, based on current trends, being ready to show a cash investor how to get a 4^th bedroom in this home is a more likely “sale” than a first-time buyer with a big family knocking on your door to see it and then trying to get a mortgage.

Before I hear from realty agents out there, I am well aware there is a way this needs to be done. This property needs to be listed as a 3-bedroom home. Understood. But within the description and the “sales pitch” it should be clear that the easy opportunity exists to create a 4^th bedroom which would be larger than one of the upstairs bedrooms, without any room additions needed. That is targeting cash investors, and that is, at the moment, targeting who is buying.

Many homes for sale have at least one capability to increase in value with certain additions or improvements that cash investors would be interested in. A cash investor may not care about new curtains and new carpeting, which they could get for a few hundred dollars down the road when they are ready to sell. That same investor may instead notice if the property is zoned for an additional level, a pool, more parking, or whatever it may be.

Sellers should also monitor local business news. Watch for stories such as major retailers looking to open in specific cities or communities, new train or bus stations or routes, and new schools to be planned. A family, married couple, or individual probably doesn’t care about what will be built by 2016 nearby, but a savvy cash investor does. They can buy a property, hold on to it (without a mortgage to bog them down), maintain it, and be ready to put it on the market in time to be convenient to the new train station or whatever is being constructed.

Advertise the home without the “move in condition”, “near schools”, “breakfast nook”, and other sales points which target home buyers looking at 30 days from now. They either aren’t buying right now, can’t get a mortgage, or both. Advertise with any and every sales point that would cause a cash investor to see something that will be of value in 3 to 7 years. Know your audience.

Live In A Billboard?

The 'turn your house into a billboard' concept actually has some merit from a marketing standpoint.

If you haven't heard, an advertising company is looking at painting selected houses as advertising billboards for their clients, and paying each participating homeowner's mortgage for the length of the contract.

http://money.cnn.com/2011/04/05/technology/adzookie/index.htm">http://money.cnn.com/2011/04/05/technology/adzookie/index.htm>

Participants must own and live in the home, and there are some other qualifying points. But in this time of urgency in the real estate community, the thing to do is look at how this could help home sales.

I'm sure some of you are thinking "no way!" and how a home that is a billboard could make a neighborhood less attractive to potential buyers. That could be, but there are a number of positives to consider.

A homeowner having their mortgage paid for several months benefits with the opportunity to sock away a few thousand dollars. That money could be used for a home improvement, toward a down payment of a larger or smaller home in the near future, or to help pay off other debts.

Selfishly, the homeowner doesn't have to deal with an advertisement on the outside. Using my own warped logic over the years, I reason that I spend far more time looking at the inside of my home than the outside. Other people see the outside way more than I do.

Suppose you are a potential home buyer in a community where a home's exterior has been painted to become an advertisement. You would know that the "ad" home will be painted back to its original color(s) within a few months, and in fact will look BETTER at that time because of the fresh paint job. Chances are the seller(s) you approach will be more willing to reduce even further when you act like the "ad" home is a distraction to the neighborhood. Acting that way could get you an even better deal, saving you thousands of dollars, and getting a home sold within that community.

Even if people are annoyed at the "ad" home, they will be talking about it, and probably watching to see when it will be painted back. In today's real estate market, this would be a classic example of the "Any publicity is good publicity" theory of marketing.

With advertising being so omnipresent and scattered these days, having a house being an advertisement might not be any more annoying than large billboards that practically touch an expressway, advertisements in public bathrooms, on trains, buses, and everywhere else we look every day.

Let me add that I know nothing about the company planning this, am not compensated, and have no involvement in this project.

There could be positive benefits for people if this works. The real estate community needs every positive it can get. I can't paint that any clearer!

The Industry Still In Denial

It was just another day of reviewing real estate news looking for something other than the usual real estate professionals releasing negative statistics. Until I came upon a story from Springfield IL.

Of course, the story contains several negative statistics released by the local Association of Realtors. What makes this story so incredible is how the Association President blames "the weather and high gas and food prices" for the drop in home sales.

See for yourself:


http://www.sj-r.com/top-stories/x1777816246/Weather-economy-cited-in-24-3-percent-home-sales-drop



It's time to blame the Assn. President for not giving this story a much needed positive twist. If I had read that during Feburary 165 home sales were completed in the Springfield IL area, I'd could have been impressed. That month included a severe blizzard, a substantial increase in gas prices, etc. Yet, during that time, an average of more than 3 homes were sold every day. Someone could have figured maybe there are reasons to buy in that area.

It can't be that so many agents are in such denial. At least, I hope not. This is perhaps the worst case of the "You wouldn't want to buy a home here, would you?" syndrome I have seen coming from industry members.

We should all be working on solving the current problem. It is getting more serious every day. Many of those who are not afraid to purchase and can afford to can't get a mortgage. Even more can't get rid of their current property to make their next purchase.

Yet, this guy wants us to believe that if there was not a snowstorm, if gas was still at $2.40 a gallon, and the food crop was better this winter, more homes would have sold.

Not exactly a solution.

Here is it a month later. The snow is all gone. I'm still putting gas in my car, and still eating my regular meals every day. But my house still hasn't sold after more than a year on the market.

I suppose that's because of the St. Patrick's Day parades? Guess we'll find out next month.

Would Outside Incentives Help The Purchase Market?

Some realty firms and builders have stepped up efforts with offers of an incentive, often worth thousands of dollars, to buyers upon closing. The trend seems to be leaning toward the incentive being something not specific to the property.

Offering or giving an incentive to a buyer is nothing new. In the past, it might be new furniture, a big screen TV, or some sort of a services discount or gift (i.e. free maid service for 3 months).

One big difference with incentives now is that many more are offered to buyers, whereas in the past it was often incentives to realty agents who brought the successful buyer. Even though it was about 20 years ago, I still remember a time I was doing a marketing presentation at a realty association meeting in the Los Angeles area. While waiting, several agents were pitching new listings they had to the other agents in order to draw attention in a then hot market.

The owner of a realty office with about 12 agents got up, pitched one of his listings, and then promised "an additional $5,000 in commission on a sale from any of you who get me an offer by 5:00 PM today". Now that was "creative selling" at its best!

Of course, at that time, his purpose was to attract attention to his listing and make other agents remember it ahead of hundreds currently available within the same area. And attract attention he did. Yet, the eventual buyer of that home had no clue. The "incentive" was used effectively where it needed to be.

Recently, I have seen sellers, realty companies, and builders offering some interesting incentives to the actual buyer. These range from a pick-up truck to installing hardwood floors. Some are specific to the property, others are geared toward the buyers.

A realty company in Birmingham AL offered a 4-year tuition to the University of Alabama Birmingham Medical School (over $22,000) with the purchase of a unit in an upscale development. The Birmingham News reported there were no takers. (On a separate note, that incentive was stopped. That was dumb to stop it. They should have continued it since not many other incentives are valued at more than $20,000, and if they got a "taker" the local and national publicity it would have generated would be worth far more than the amounts paid out!)

I also saw a news story about a seller who allowed the asking price to be reduced by $2,500 per week for several weeks.

In an active real estate market, such methods make sense when the idea is to make "your" property stand out. Agents and builders want buyers to consider their property ahead of others they are looking at. Of course, this assumes there are plenty of active buyers out there.

That's the difference. Right now, thousands of dollars worth of incentives don't matter nearly as much when people who want to buy can't get a mortgage and/or can't sell their current property to guarantee a move. Unless they are the right incentives.

For many, the "right" incentive would be a buyer for their current property so that it can lead to the next sale, or being able to get better financing for a first-time buyer.

Somehow, there has to be a way for "regular" sellers to compete against the foreclosures and short sales. But first, we need for buyers to compete. Period. The fact that there continues to be so many foreclosures and short sales on the market tells me that there people are not buying, even at lower prices.

Until people and investors can start buying a serious number of properties, a big screen TV or a pick-up truck won't make a difference.

Those Negative Home Sale Statistics

You would think that Realtors would know not to make things any more embarassing when it comes to their take on the current state of home sales.

Now comes word from Minneapolis that home sales in the Minneapolis area declined more than 30% when compared with one year ago for the last week in February. This "report" points out how that week's drop was more than double the 12% decline of the previous week. Put that "report" together and it spells an alarming and disturbing trend for anyone trying to or thinking of trying to sell a house or condo in that area.

This "report" tries to make the excuse that sales were higher a year ago because of the real estate tax credit which was available to first-time buyers and sellers under certain conditions at the time. That tax credit is no longer available. Therefore, by making this excuse, this "report" is really pointing out how the market conditions are really less favorable compared with one year ago since that tax credit is no longer available to anyone. Such a "reminder" to the concerned consumers reading that certainly doesn't help the situation either.

Yet, I am sorry to report that there is one more disturbing element to this "report", as if the negative news to current and potential sellers isn't already enough.

It seems that this "report" that contains all this discouraging information didn't even need to be released to the media to spread the word about how miserable the market is.

Let me put it another way. It SHOULD NOT have ever been released. It could have been prevented.

The source of this information is the Minneapolis Area Association of Realtors. You read that right. The dues money that agents and realty offices throughout the Twin Cities area is going, in part, to have information such as this released to the public.

Why there is this need for realty associations around the country to continue to pump out even one negative statistic is beyond me. I would understand if this information was coming from outside public companies, investment bankers, commercial property brokers, or banks which do not handle mortgages by way of news releases. Entities such as those are looking for large investor monies and would take the chance to bash something competing for investment dollars.

"People aren't buying real estate to make money, but if you invest with us, you could earn x% within 10 years", could be used to entice wealthy consumers to invest in long term bonds or certificates which assure a payoff at some point.

Instead, the industry continues to shoot itself in the foot. Worse yet, they are helping to take down thousands of current and potential home sellers in the process.

Having said that, I have other news to report specific to the Minneapolis area. During the last week of February 2011, just 2 weeks ago, 608 initial purchase agreements for houses or condos were signed. That means that, while some people are questioning the real estate market at the moment, about 600 properties were sold within one week's time in and around that major city! And that's without a tax credit or any other significant incentive.

In fact, I was able to verify that statistic with the Minneapolis Association of Realtors. It again shows that if you dig hard enough, you can find some good news for consumers.

Do home improvements benefit buyers OR sellers more?

Home owners willing and/or able to fix up before selling will find it interesting that making improvements on the exterior pays off more within the warm weather states.

Remodeling Magazine has released many of the results of its "Remodeling Cost vs. Value Report" and there is a lot be learned from it. Many home owners think that doing even a small remodeling or home improvement job will automatically increase the resale value. Not always the case.

The study shows only one project, which is exterior, actually brings a higher direct return upon the investment upon sale, and this is primarily within warm weather states. Only a "steel entry door replacement" shows better than a 100% recoup of cost upon sale, showing an estimated 102.1% "return" upon resale.

Exterior improvements made more of a difference in the "return" along the west coast (Washington, Oregon, California) and along the South and Southeast corridor extending north only to Virginia and West Virginia.

As with most statistics, there are a number of ways to look at the impact. Sellers who think that by spending $5,000 on a home improvement they could then raise the asking price by $7,500 or more are going to be in for a disappointment.

Among the next highest exterior remodeling projects were upsacle fiber cement siding replacement recouping approximately 80% of the cost. Upscale vinyl window replacements and a wood deck addition each showed an approximately 72% of costs recouped upon the sale of the home.

A "minor" kitchen remodel finished among interior remodeling or improvements at around 72% of cost.

In other words, this annual study again shows that an improvement or remodeling project does not automatically increase the actual value of the property. Rather, (and generally speaking) its purpose is to accelerate the sale process of the property.

If your house shows with more quality, upgrade, or improvement work done recently when compared with similar houses within your community, the chances are better that the one buyer you need will be more willing to make an offer on your home first.

Since the vast majority of buyers and sellers are not aware of this study, learning about its findings could be a nice benefit for either situation.

A buyer, when told of or noticing an interior or exterior improvement or remodeling now has the means to point out that it does not mean an automatic raise in the value of the property, and maybe shouldn't be (in effect) "charged" $10,000 more in the asking price based on a $5,000 remodeling job.

Meanwhile, a seller can use this to point out that he/she recently spent "$5,000 on this project" while not raising or having the asking price reflect this. Show potential buyers that if they do go ahead and purchase you are providing them with additional value for a feature the buyer obviously likes.

Please keep in mind that I have been using some lower than realistic figures for the sake of example. But there is a lot more at stake in upgrading a home for sale. The study shows that a full basement remodeling has an average cost of more than $64,000 and recoups approximately 70% within the sale. Going by that, the seller "loses" $19,200 on the project. Or, if the seller expects to not only have the costs covered and perhaps clear some extra, it really means their asking price could be $20,000 or more higher.

Furthermore, the study shows that improvement projects such as a sunroom addition and installation of a backup power generator recoup less than 50% of the cost at sale.

My take from this is that it shows why so many properties have an asking price above their actual value. I don't know of any seller who goes ahead with a remodel, addition, or interior or exterior improvement who then does not increase the asking price.

If I were a seller, I would point out any such work I had done and its value, and then show how it has not impacted the asking price. In addition, I would become aware of opportunities to upgrade the property to be able to point out to my buyer what he/she could do to increase the long term value of the property.

I might say something like "I learned that for $40,000 we could add another 200 square feet to a finished basement. But it's an option and by not doing that I can keep this home priced at $xxx,000 for you." If my potential buyer does not know about this study, they will probably think that they could spend that $40,000 at their convenience over the coming months and then add at least $60,000 to the resale value. Maybe or maybe not. But I would not have mislead them in any way nor promised anything. Just pointing out future potential "profit centers" they may want to explore.

For those of you currently or looking at trying to sell, this study is worth thinking about before seriously considering spending on an upgrade, addition, or remodel. On one hand, it could mean you can present a more significant value to a potential buyer without spending a penny more. On the other hand, it could be worth comparing improvements you could make and how your home would compare to other similar properties in the area. If your situation allows you to "lose" a few thousand dollars to have the work done, but would help your home to sell faster by offering more benefits, it is also worth considering.

These are the statistics you should be reviewing, instead of the home sales comparisons (which are usually negative) from past years. All you care about is buying or selling the property today.

More reasons not to buy?

Oh sure. People aren't buying in a stagnant real estate market. So let's take a quick break from real estate associations and offices pumping out the negative statistics to consumers.

Now let's look at cities which have decided to increase the property taxes by as much as 9%:


http://www.mainlinemedianews.com/articles/2010/12/06/main_line_suburban_life/news/doc4cf69ed785ba5886372746.txt


http://www.mainlinemedianews.com/articles/2010/12/06/main_line_suburban_life/news/doc4ce4206fb4c61428550764.txt


OK, you get the idea. It's called "Let's tax those homeowners who haven't been foreclosed upon and/or can't leave the neighborhood even more."

And now back to regular programming. The Memphis TN real estate market has been among the more depressed ones over the last couple of years.

How does the Memphis Association of Realtors, which consists of local agents paying their dues, react?

They want us all to know that home sales in that area for October were down 29% compared with one year ago. Now there's a reason to stop whatever we are doing and look into buying property there. If fewer and fewer people are looking there, why should we?


http://www.memphisdailynews.com/editorial/Article.aspx?id=54662


Heck, it's only the local governments and realty associations pumping out the reasons to keep the real estate market at a standstill.

Let's keep the home sales market looking bad......

Another example of how it depends on where you read to track the real estate market.

At least one realty office understands the need to only report positive statistics:


http://www.mainlinemedianews.com/articles/2010/11/29/main_line_suburban_life/news/doc4cd1a06d79004599608009.txt

Yet, still another realty association keeps the NEGATIVE market statistics coming. Amazingly, it's the New York (state) Association of Realtors, which somehow thinks that reporting home sales dropping for the 4th consecutive month is necessary:


http://poststar.com/news/local/3d5c09d6-fbf4-11df-b44e-001cc4c002e0.html

Oh my. If they are going to remind us that fewer people are buying homes, how do they expect the market to get any better?

When a home improvement goes astray........

It is bad enough that many, if not most, properties are not marketed properly or as well as they could be. Having created and critiqued thousands of a wide variety property descriptions and advertisements over the years, I am still amazed at how agents with many years of experience leave out important selling points and/or fail to target likely potential buyers of certain properties.

While many of these same agents point to the marketplace rather than marketing, one result is that investors are not always able to get the exact information they need in order to make the best decisions. Now, a story I heard about this week has me wondering whether or not potential investors will also need to research home improvements while exploring a purchase.

It turns out that the owners of a very old Victorian house in the Chicago suburb of Evanston IL decided to upgrade an upstairs bathroom, having an enlarged marble based bathroom put in which extended out slightly over what was a balcony area to increase the size of the bathroom. What they did not take into account was the significant weight of a marble finish, and how it soon caused the house to begin a slight slant all the way into the ground. It is not yet determined whether or not there is any additional structural damage, but this information is scary enough. I’m glad I’m not a neighbor.

This raises a ton of questions, and I have absolutely no involvement in this. I can only begin to speculate about liability. I can see the contractor saying they did the work contracted for and had no knowledge of weight being an issue while arguing non-disclosure by the home owner. While the home owner is probably pointing fingers at the contractor, or perhaps a previous owner of the house. This can’t be easy for the insurance companies involved either, especially with the house having moved, aside from the possibilities of structural damage.

If and when that marble is removed and the bathroom in question is redone, this could be a major setback come the day of wishing to put this property on the market.

Back to why this is a marketing issue. As unfortunate and devastating as this is, there is a need for this to be dealt with publicly. We need answers from everyone involved in this.

Did the homeowners have any idea that adding the weight of marble finishes while expanding the size of the interior could cause such a problem? Did the city have any idea when they would have (or should have) issued a permit? Wouldn’t a professional contractor be aware of this prior to accepting the job? Was the home insurance carrier notified (considering it changed the size of the insured interior) of this change prior to the work being done?

More importantly for all of us, how does a home owner go about learning of the risks in order to make a major improvement? Let’s face it, while the owner(s) of this Victorian may well have wanted the benefit of an enhanced bathroom, the likelihood of this increasing the home’s value come sale time had to have been a factor in the decision to do this.

I’ll easily admit that I never would have thought of something like this happening either. I don’t know that, personally, I have ever heard of anything like this before. Yet, I’m sure that this event is not the only addition or home improvement which would bring on this sort of risk, in this instance to the current as well as any future owner of this same home.

While I’m sure lawyers from all sides will be racing to place the blame for this mess on someone else, the point is that a lot of people did not have sufficient research about the Victorian. And not giving this matter more publicity prevents that from happening.

Just as many realty agents do not market and advertise their property listings as well as could and should be done, it is similar to how there needs to be more information about making changes to these properties as well. There is a similarity.

For many, the first reaction to this story is to think “That home will never sell after this happened”. Yet, it might – if marketed properly. A builder or rehabber capable of handling that type of possible structural damage (or at least capable of adjusting the level of a home) might be able to work a significant profit.

Chances are that such a buyer/investor could work a major discount for the house before it is fixed, restored, or whatever actions need to be taken. By doing the needed work themselves, this new “owner” would save money, and wind up with a full restored Victorian and proof that the work was done. That would overcome the problem of the previous owner.

However, finding the builder/developer/buyer to do that takes the right advertising campaign, as well as the research on the property and the incident being available.

A fully restored Victorian in Evanston IL would command a pretty penny on the marketplace, especially being “good as new”. In advertising and public relations, this would be a classic case of turning a negative into a positive. “Own this fully restored Victorian…..” would make for an attractive advertising campaign. The aforementioned incident of the marble bathroom and a complete restoration would provide opportunities for additional publicity leading up to the sale. I have to believe that TV crews would be interested in video of before and after, and area residents interested in seeing a home of this caliber preserved and kept under ownership.

That’s what could happen, but with the right agent. Unfortunately, there are too many agents out there who would take the “new” listing, and their advertising would start with “Rehabbed Victorian with plenty of TLC……”, not invite any media publicity, and miss the whole point.

Let’s see what happens with this opportunity to rebuild this house AND rebuild market research and advertising. The real estate community depends upon it.

Listing of the Day - Advertising Critique - North Lauderdale FL

In an effort to improve the impact of the marketing of listings, I randomly choose current listings around the country in a variety of price ranges and comment on their effectiveness. No current clients of mine are used, nor do I know any sellers or buyers or have any additional information about the property.



This seller should be very disappointed with this ad from the start:


http://tashomes.vflyer.com/home/flyer/home/3476208?goback=%2Egde_845877_member_31240697


The headline reads "Real Estate Investment Deal", while the first line is "Move right in" and the copy is geared toward "your family". If the agent is targeting this as a true investment property the copy should be geared toward reasons why. (Is there a tenant? Can it be flipped? etc.) A true investor is not likely to return to this agent's listings since this is not actually presented as the investment property the headline touts.

If the agent is targeting this for family use, the headline should focus in that direction. As a result, a "family leader" is not likely to look at this ad.

Because of the lack of focus on the true target audience (and I'll add that I found this under "Real Estate Investment Opportunity"), the agent is blowing the opportunity regardless of how good or bad the photos and description copy is.

The photo spread is good overall. However, the primary photo is the poor one. Therefore, still another opportunity blown. Out of 9 photos in the spread, only 1 is an exterior shot. Normally, that is a good approach. However, the exterior photo used should not have even made the cut, let alone be the first impression. It shows part of the next home to the left and cuts off part of the featured property on the right. The big tree on the front lawn interferes with the view and becomes a distraction. We don't know what is cut off at the right side, and therefore we may not be seeing the right perspective of the home and the property.

Meanwhile, the one photo of the empty living room shows the view through the blinds looking out to the trash can. Oh my.

Topping it off is the comment under "Exterior Amenities" at the bottom of the listing page. It says, and I quote "Grass Lawn". Quick. How fast does knowing the property has a "Grass Lawn" make you pick up the phone to contact the agent? I thought so.

This is another example of why it is not always "the market" as the reason a property doesn't sell.

GRADE: D-


Note: This commentary is uncompensated and for marketing purposes only and is no reflection on the featured property. Its accuracy is not guaranteed. Neither Dave Kohl nor First In Promotions shall be held responsible for any representations.

At this time, I have openings for more realty agent/office clients to critique current and brand new listings on an hourly basis. No current or past client listings are featured on this blog.Random listings are chosen around the country.

Your comments are most welcome!

A new low for Baltimore

I'd be the last person to defend a big bank, but this week's news brought out one instance where I need to do that. (Sorry, but I still contend that instead of the government handing out millions to the banks that screwed up the economy, they should have only repaid as many of the defaulted loans as possible.)

Again, the city of Baltimore filed a lawsuit against Wells Fargo, as if one bank had something to do with parts of Baltimore still being as dumpy and depressing as they were 25 years ago:

http://www.mortgageorb.com/e107_plugins/content/content.php?content.6671


Instead of spending money on cleanup and development efforts, the city chooses to pay a law firm to file these lawsuits so they can be thrown out.

This leads to another way to help with the banking crisis around the country. Let's ask all of the banks serving Baltimore to only lend on properties located in other cities and towns.

Baltimore officials won't mind. If there are no commerical or residential loans within the city limits over the next few years, the city won't have any reason to sue any of the banks!

It takes more than just a headline......

Upon finding out that I will have an opening for at least one new real estate related marketing client later this month, I was looking at one of the networking sites I frequent, and saw this teaser:

"Investors: Don’t Just Estimate! We have all homes for sale ranked by investment potential."


This is the type of headline which attracts my attention, and more indicative of what agents and brokers should be doing to make their listings stand out, especially in this challenging market.

However, when I clicked on the link, all I got was a web page which was for visitors to either register or login. Not one word about any such property listings or rankings.

Therefore, within a matter of seconds, this guy’s idea went from solid to junk. But it should be a lesson for people in marketing, real estate or not.

Just having an effective headline doesn’t help. In this instance, it makes it worse. We not only don’t get the information we hoped when we click, but we don’t even get a confirmation that we can get it. Just because the page says to either login or register doesn’t mean that we would get the desired information after we register. Let’s face it, people aren’t anxious to give out their e-mail address and take their chances, especially when it means showing an interest in buying real estate.

What did I expect when I clicked? Either a list of properties as promoted, or at the very least an explanation of the criteria used in “ranking” the homes for sale. I still have no idea about what part(s) of the country these properties are supposedly located in, whether they are single family homes, multi-family, or strictly for investment potential. If for investment potential, it raises the question of single family, rental, flipping, rehabbing, etc. Instead, not even a “coming soon” or anything to indicate I got to the “right” site, and this was by clicking on the link provided.

However, I’m not going to go back to that site to find out.

Listing of the Day - Advertising Critique - San Francisco CA

In an effort to improve the impact of the marketing of listings, I randomly choose current listings around the country in a variety of price ranges and comment on their effectiveness. No current clients of mine are used, nor do I know any sellers or buyers or have any additional information about the property.




48 Turquoise Way, San Francisco CA 3 + 2 $1,050,000

http://realestate.sfgate.com/homes/listing/123-2891/San-Francisco-CA-USA/2-beds/2-baths/SINGLE-FAMILY-type/1000000-3000000-price/Priority,0,,Price_Sales,0-ns/20-CH5521534--123-2975--290-371870--20-CH5522942--123-2891--20-CH5523019--20-CH5523010--193-367710--20-CH5522400--312-81000129-ls/199-t


For anyone that gets past the photospread, this is an excellent job of marketing a million dollar property. The primary exterior photo looks like a gated castle wall entrance and not the property itself, along with appearing to be very close to the curb for a mansion. A poor choice for catching the eye of an interested potential buyer. The remaining photos are mostly exterior and do not provide a scope of the size and features of the home. The last photo shows some of the interior, but appears to be to spotlight an exterior entrance to the inside.

For those who stick around long enough to read the description, it is compounded by having approximately half of the copy touting the location and the exterior features, including some Realtor fluff. The "incredible street presence" and "spacious public rooms" mentions could be turn-offs to buyers or investors of this caliber of property wishing to maintain a degree of privacy. Let alone that they have no idea of what the interior actually looks like after all of this time.

The lower 1/2 of the description, finally addressing the interior, is among the best I have ever seen in my 21 years of reviewing property advertisements. The agent's ability to walk you through with his description becomes a 'written tour' and is excellently done. He makes it seem like a million dollar property without any further Realtor fluff.

It took getting to that point to understand why the seller listed with this agent. That is before the ad reveals at the end that this property has a street address web site with more information.

However, the effective part is too late into the package. Think of a job resume where the applicant lists his/her most significant experience at the bottom, underneath the entry level positions. An employer probably isn't going to keep reading long enough to see the potential of the applicant. That's what happens here.

This problem could be easily fixed, even without adding photos of the interior (although that would certainly help). Simply reverse the order of the content, putting the interior description as prominent.

Until or unless adjustments are made:

GRADE: B-


Note: This commentary is uncompensated and for marketing purposes only and is no reflection on the featured property. Its accuracy is not guaranteed. Neither Dave Kohl nor First In Promotions shall be held responsible for any representations.

At this time, I have openings for more realty agent/office clients to critique current and brand new listings on an hourly basis. No current or past client listings are featured on this blog.Random listings are chosen around the country.

Your comments are most welcome!

Listing of the Day - Advertising Critique - Miami FL

In an effort to improve the impact of the marketing of listings, I randomly choose current listings around the country in a variety of price ranges and comment on their effectiveness. No current clients of mine are used, nor do I know any sellers or buyers or have any additional information about the property.


3617 Bayview Rd. Miami FL 3 + 4 $1,049,000


http://www.homefinder.com/FL/Miami/50985199d_3617_Bayview_Rd


The primary photo is an attention grabber and does set the tone for the description. It is a challenge to promote an 85 year-old mansion as a million dollar property, but this agent handles it quite well. Those potential buyers who would be attracted to this type of property are going to click on it, even if not a majority. My best analogy is the employment one where "the purpose of the resume is to get the interview". Good resume.

The remainder of the photo spread cleary show why this is a million dollar property. From the prominent swimming pool to the unusual room and window designs to the views to the sparkling kitchen. Clearly well planned and thought out photos, which a 7-figure property deserves.

Although the description copy is far too short, it does pack the punch of delivering strong selling points, even if not enough. It does, however, refer to being on a "private cul-de-sac in the grove". I personally have no idea of what "the grove" is, and wonder if people looking from out of area (and this is Miami, after all!) have any idea. Including that there is a 1 bed 1 bath cottage with the property is also a strong selling point, especially for a large family looking for this type of property.

At least there is no "Realtor fluff" in this copy. However, the advertisement fails to provide information about parking (garage?), whether or not there is a basement or storage, and other possible selling points.

Yet, this is a rare instance where even without enough information, a potential buyer interested enough to click ahead for details could be enticed to contact the agent to learn more. I can see why the seller is working with this agent.

GRADE: B



Note: This commentary is uncompensated and for marketing purposes only and is no reflection on the featured property. Its accuracy is not guaranteed. Neither Dave Kohl nor First In Promotions shall be held responsible for any representations.

At this time, I have openings for more realty agent/office clients to critique current and brand new listings on an hourly basis. No current or past client listings are featured on this blog.Random listings are chosen around the country.

Your comments are most welcome!