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Discovering Real Estate Demand
Introduction
• D. Scott Smith, CCIM
Professor of Real Estate, NAR
• Don’t try this at home!
Fair Housing, Steering, Blockbusting
• No magic bullet theory, only less wrong
Stand out demand
Discovering Demand
“If you want to make money in real estate
you have to focus on Demand” – Feb 2012
Discovering Demand
“RETHINK” Real Estate
• Stop thinking supply side
• Basic Economic Theory + Behavioral Economics
Basic Economic Theory
Basic Economic Theory
Key Concept of Basic Economic Theory
• Economic Sectors
Basic + Non Basic Employment
• Economic Base Multiplier
Total Employment / Basic Employment
Basic Economic Theory
• Standard Industrial Classification System
• Location Quotient
Total Industry Local / Total Local Employ
_________________________
Nation Industry Total / National Total Employ
Basic Economic Theory
• Absorption
The rate at which supply is reduced over a
given time period.
Answers the “how” of demand. Otherwise
known as supply based market analysis
Behavioral Economics
Behavioral Economics
Key Concepts of Behavioral Economics
• Decisions not made inside a bubble
• Helps answer the “why”
• All decisions are not wealth maximizing
decisions
Behavioral Economics
Example:
White Paint vs. Blue Paint
Behavioral Economics
Non-Monetary Values like
• Fairness
• Ethics
• Culture
• Envy
• Fear
Behavioral Economics
Non-Monetary Values
• Desire
• Policy
• Competition
• Effort
• Motivation
Behavioral Economics
• Bounded Rationality:
Rationality of individuals is limited by the
information they have, the cognitive
limitations of their minds, and the finite
amount of time they have to make decisions.
Behavioral Economics
• Heuristics = Hacks
Experience-based techniques for problem
solving, learning, and discovery that give a solution
which is not guaranteed to be optimal.
• speed up the process of finding a satisfactory
solution via mental shortcuts
• ease the cognitive load of making a decision
• rule of thumb, an educated guess, an intuitive
judgment, stereotyping, or common sense
Behavioral Economics
• Diminishing Utility
Example: More happiness with each beer you drink.
After several beers happiness increases but not at
the same rate. Last beer has a lower amount of
happiness gain. If you continue to consume, you
may even cross over into declining happiness, as
you get sick.
Behavioral Economics
Question: Can Money buy happiness?
Answer: Yes!
(But only up to a certain point )
Behavioral Economics
• Irrational exuberance
Unsustainable investor enthusiasm that drives
asset prices up to levels that aren't supported
by fundamentals
What happens when exuberance occurs?
Behavioral Economics
• Herding Behavior
The tendency for individuals to mimic the
actions (rational or irrational) of a larger
group. Individually, however, most people
would not necessarily make the same choice.
• Relative Positioning
How you compare to others
Behavioral Economics
• Loss Aversion
the tendency for people to strongly prefer
avoiding losses than acquiring gains. Some
studies suggest that losses are as much as
twice as psychologically powerful as gains
• losses loom larger than corresponding gains
Behavioral Economics
• Example of Loss Aversion
• Lets say a deal is going to increase your income by
$200. But in order to gain that surplus you have to
also go through a loss. So you gain $1,200 from the
deal and then you lose $1,000. You are still up $200
but many won’t want to take that deal because they
don’t like the feeling they are left with of losing the
$1000. And the same thing happens when you
introduce probabilities into the equations.
Example of Loss Aversion
• If you are 90% possible you are going to gain
$1,000 and 10% possible you are going to gain
$0, the mathematical gain calculate would be
$900. Now let’s say you had a comparable
deal in which you were only going to gain
$800, but it is 100% possible. More people will
choose the $800 over the $900 because of
loss aversion and risk heuristics.
Ultimatum
• Proposer
• Responder
• Strike a deal
• You keep the % of the deal you strike
But if no deal is made, both get nothing
Ultimatum Results
• Why didn’t you offer a lower % ?
• Define “Fair”
• Did you maximize your wealth options?
Conventional economics predicts and insists that
responder will accept any offer because any above
zero increases responders income. And proposer will
offer 1%. Behavioral Economics suggest a deal that
both can gain from and avoid 100% loss.
Discovering Demand
Basic Economic Theory + Behavioral Economics=
Demand
Measuring Demand
• How to calculate demand?
• Demand Triggers
• Demand Matrix
Measuring Demand
D2 = Hassle Free
Emotion
Reusable
Best overall
Affordability
Location
Demographics
Indicators
Psychographics
Measuring Demand
D2= H x E x R x B x A x L x D x I x P
“Herbal Dip”
Hassel Free
• Easy access to property
Think poorly designed parking lots
• Easy transaction
• Think like Apple
• Easy negotiation
• Connecting all the dots
Emotion
• Psychology of decision
• Neuromarketing
• Feel good measures
• Social norms
• Framing
Stand out demand
Reuse
• Adaptability
• Construction management
• Development process
• All things become new, recycle it
Best Overall
• Gut Feeling
• Heuristics
• Ethics & Morals
Affordability
• Cost + Markup = Price ( > / < ) Market Value
• Cost = Raw Materials + Labor ( Cost per sqft +
Hourly Wage )
• Markup= Profit (Rate of Return) + Taxes (Corp.
or Personal) + Overhead (budget)
• Market Value = Comps (Price) / DOM /
Growth rate from same DOM prev.
• Debt Service Coverage Ratio (Investment)
Location
• Traffic Count
• Visibility
• Ingress and Egress
• Property Positioning or set backs (physical)
Which location is worth more?
Demographics
• Study of characteristics in an
identified market
• Hard facts and external
realities
• Age, Sex, Income, Race, etc.
• www.websitehere.com
Stand out demand
Indicators
• Used as a forecast for local and national
economies
• Demonstrate when an economy expands and
contracts
• Different indicators will be looked at for
different asset or investment types
• Employment
• Consumer Confidence
• CPI
• GDP
Psychographs
• Sensory component
• Categorization about how you feel about
something. VAL System
• The key to understanding what motivates a
customer
Psychographs
• Survey method
• Social Interactions
• Data Mining Companies
• Search Engines
VALS System
http://www.strategicbusinessinsights.com/vals/surveynew.shtml
Stand out demand
Stand out demand
Innovator
•Highest incomes, high self-esteem
•Expression of taste
•Consumer choices are "finer things”
•Image importance
Thinkers
•High-resource group and
idealistic
•Mature, well-educated
•World views, open to change
•Practical consumers and rational
decision makers
Believers
•Conservative and predictable consumers
•Favor American products and brands
•Focused on family, community,
and religion
•Modest incomes
Achievers
•Motivated by achievement and work-oriented
•satisfaction from jobs and families
•Politically conservative
•Respect authority and status quo
•Favor established products and services that
show off their success to their peers.
Strivers
•Low-resource group,
•Motivated by achievements
•Values very similar to achievers
•Have fewer economic and social, and
resources.
•Style is extremely important
•Strive to emulate people they admire
Experiencers
•Median age of 25.
•Energy, physical exercise, social activities
•Avid consumers, spending on clothing, fast-
foods, music, etc.
•Emphasis on new
products and services
Makers
•Practical people who
value self-sufficiency.
•Focused on the familiar-family, work, and
physical recreation
•Have little interest in the broader world.
•Appreciate practical and functional products
Survivors
•lowest incomes.
•few resources
•median age of 61
•tend to be brand-loyal consumers
Stand out demand
Demand Rate
Applying Mathematics to Demand
Apply a 1 -10 scale
D2 = Hassle Free = 6
Emotion = 5
Reusable = 1
Best overall = 9
Affordability = 7
Location = 8
Demographics = 6
Indicators = 5
Psychographics = 4
Demand Rate
(6+5+1+9+7+8+6+5+4) / 9 =
51 / 9 = 5.6%
Demand Rate = 5.6%
Compare multiple properties
Demand Rate
Demand Rate = 5.6% Property A
Demand Rate = 4.2% Property B
Demand Rate = 8.3% Property C
Thank you!
Resources
•Real Price of Everything
•Buyology
•Contagious
•Behavioral Economics for
Dummies
•Demand

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