How to use @NAR_Research in your real estate business

1. Century 21 Redwood
April 20, 2015
Research Department
Jessica Lautz

2. Home Buyer and Seller Reports

3. 2015 Investment & Vacation Home
Buyers Survey
• Rise of vacation buyers of 57.4%
• 45% of vacation buyers and 44% of
investors purchased a distressed home
• 30% of vacation buyers and 41% of
investors paid all cash for homes
• 33% vacation buyers bought for a
retreat, but 19% bought for a future
home in retirement

4. Share of Home Sales
Primary
Residence Buyers,
60%
Investor Buyers,
19%
Vacation Home
Buyers, 21%
2015 Investment and Vacation Home Buyers Survey

5. 2014 Profile of Home Buyers
and Sellers
• Annual survey of recent home
buyers
• Purchased in the last year
• Report started in 1981
• Survey 75,000 to 100,000 recent
home buyers

6. 2014 Profile of Home Buyers and Sellers
$84,500
$68,300
$95,000
$40,000
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
All Buyers First-time Buyers Repeat Buyers
Rise in Household Income

7. First-time Buyer Share Remains Under Historical
Norm
Profile of Home Buyers and Sellers
30%
36%
50%
33%
%
10%
20%
30%
40%
50%
60%

8. Seller Wanted to Sell Earlier But Waited or Stalled
Because the Home Was Worth Less than the Mortgage
2014 Profile of Home Buyers and Sellers
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Sellers 1 year or
less
2 to 3
years
4 to 5
years
6 to 7
years
8 to 10
years
11 to 15
years
16 to 20
years
21 years
or more
16%
3% 2%
12%
19%
26% 22%
12% 8%
83
97 97
86
78 72 77
87 91
No, sold home when I wanted to sell Yes, but rented home to others and lived elsewhere
Yes, and lived in home

9. Actual Tenure Among Sellers Remains High
Profile of Home Buyers and Sellers
6 6 6 6 6 6
7
8
9 9 9
10
0
2
4
6
8
10
12
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

10. Where Clients Come From
• From Members:
– 21 percent repeat business from past clients
– 21 percent referrals from past clients
– 3 percent off member website (of those with a website)
• From Buyers:
– 52 percent use an agent that was referred to them or they
had worked with before
– 10 percent found agent online
• From Sellers:
– 60 percent use an agent that was referred to them or they
had worked with before
– 4 percent found agent online
• 2/3rds of buyers/sellers only contact 1 agent
2014 Member Profile and 2013 Profile of Home Buyers and Sellers

11. Agent Use By Buyers & Sellers Remains High
• 88% of buyers purchased their home through a real estate agent
or broker
– Most want help finding right home
– Benefited from help understanding the process
– High importance on honesty and integrity
• 88% of sellers were assisted by an agent
– Help market home
– Sell w/in specific timeframe
– Help price home competitively
– Reputation and honesty and integrity important
2014 Profile of Home Buyers and Sellers

12. 2015 Home Buyer and Seller Generational
Trends
• Why it matters:
– Gen Y largest home buying segment but
competing with investors
– Gen Xers kids=priority
– Younger Boomers 21% bought a multi-
generational home and are still actively in the
workforce
– Older Boomers hitting retirement and enjoying
life
– Silent Generation full retirement and want to be
near family

13. 2013 Digital House Hunt Report
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• Vivamus vestibulum nulla nec ante.
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90% of home buyers searched online
during their home buying process
Real estate related searches on
Google.com grew 253% over the past
four years.
Buyers use specific online tools during
different phases of the home search
process.

14. 2013 Profile of Buyers’
Home Features Preferences
• While more than three-fourths – 78%– of
all buyers purchased a home with a garage,
garages were more popular among new-
home buyers, Midwesterners, and
suburbanites.
• 41% of homes purchased had a basement,
but this feature was more popular among
buyers in the Midwest and Northeast.
• Among all 33 home features in the survey,
central air conditioning was the most
important to the most buyers

15. While All Want, Central AC and a Wired
House, these Buyers Want:
Single Male Single Female Married Couple
Walk-In Closet in Master Single Level Home Walk-In Closet in Master
New Kitchen Appliances En-suite Master Bath En-suite Master Bath
En-suite Master Bath New Kitchen Appliances New Kitchen Appliances
New Home Eat-in Kitchen Eat-in Kitchen
Wooded lot Handicap Accessible Open lot/few trees
Cathedral Ceilings
Stainless Steel Appliances
Granite
And the list goes on…
2013 Home Features Survey

16. 2015 Profile of Home Staging
• Among REALTORS® who typically
represent the buyer, 49% report most
buyers are affected by home staging and
47% report some buyers are affected by
home staging.
– For buyers it is easier to visualize the property as
a future home (81 percent),
– buyers are more willing to walk through a home
they viewed online
– positively impact the value of the home if it is
decorated to the buyer tastes
• Among sellers’ agents 34 percent stage all
homes

17. Percent change in the dollar value buyer is willing to offer for a staged home
compared to similar home:
REALTORS® Represent Buyer Side
%
5%
10%
15%
20%
25%
30%
35%
Not sure Staged home
had a
negative
impact
compared to
other similar
home
No impact on
dollar value
Staged home
has increase
of 1% to 5%
of the dollar
value
Staged home
has increase
of 6% to 10%
of the dollar
value
Staged home
has increase
of 11% to
15% of the
dollar value
Staged home
has increase
of 16% to
20% of the
dollar value
28%
1%
19%
32%
16%
3%
1%
2015 Profile of Home Staging

18. Member Reports

19. 2014 Member Profile
• In 2013, the typical agent had 12
transactions
• 46% of residential brokerage specialists
had a transaction involving a foreclosure
and 42 percent had a transaction
involving a short sale.
• The typical agent had a sales volume of
$1.8 million in 2013, up from $1.5 million
in 2012.

20. Changes in Technology
Communication
Source
2009
Survey
2010
Survey
2011
Survey
2012
Survey
2013
Survey
2014
Survey
Realtor website 60% 63% 62% 62% 64% 67%
Realtor blog 7 10 10 10 12 12
Use of social
media
35 51 49 54 56 61
2014 Member Profile

21. Gross Annual Income, 2001-2013-Member
$47,700
$52,200
49,300
$47,700
$42,600
$36,700
$35,700
$34,100
$34,900
$43,500
$47,700
$0
$10,000
$20,000
$30,000
$40,000
$50,000
$60,000
2001 2002 2004 2006 2007 2008 2009 2010 2011 2012 2013
2014 Member Profile

22. 2014 Commercial Member Profile
• The median age of commercial members
is 59-years-old.
• Investment sales are the most cited
primary specialty of commercial members
and is the top ranked secondary specialty
area. Land sales are the second most
common primary and secondary specialty
area.
• Commercial members typically have been
in real estate 25 years, in commercial real
estate 15 years, and members of NAR 18
years.

23. Median Gross Annual Income, 2006-2013-
Commercial Member
$0
$20,000
$40,000
$60,000
$80,000
$100,000
$120,000
2006 2008 2009 2010 2011 2012 2013
$115,600
$99,900
$68,600
$76,500
$86,000
$90,200
$96,200
2014 Commercial Member Profile

24. 2014 Profile of Real Estate Firms
• 45% of firms reported they are actively
recruiting sales agents in 2014.
• 64% of firms expect profitability (net income)
from all real estate activities to increase in the
next year.
• Profitability, keeping up with technology,
maintaining sufficient inventory, and local or
regional economic conditions are among the
biggest challenges cited by firms
• The most common concern cited by firms
(59%) was Millennials’ ability to buy a home
due to stagnant wage growth, a slow job
market and their debt-to-income ratios.

25. 2015 Member Safety Report
• 96% have never been a
victim of a crime while
working as a real estate
professional
• 40% have been in a
situation that made them
fear for their safety

26. Profile of International Home Buying Activity
• A significant share of home
purchases in the U.S. are made
by people whose primary
residence is outside the U.S.
• The annual Profile of
International Home Buying
Activity reveals the top five
countries of origin of foreign
home buyers and how these
buyers are utilizing the services
of REALTORS®.

27. REALTORS® Confidence Index:
What Conditions Are You and Other REALTORS®
Seeing?
• The REALTORS® Confidence Index is
a key indicator of housing market
strength based on a monthly survey sent
to over 50,000 real estate practitioners.
• Practitioners are asked about their
expectations for home sales, prices and
market conditions.
• In addition, the "Questions of the
Month," feature results of the most
current issue facing the housing market.

28. Industry Research

29. Realtor® University Speaker Series
• Leading experts discuss important
topics related to real estate, housing
and the economy.
• Presented front of a live audience,
these presentations feature expert
speakers as well as their slides.
• Live webinars available for those
unable to join in person.
• Series is brought to you by NAR and
REALTOR® University.
• For more:
http://www.realtor.org/topics/realtor
-university/videos/realtor-university-
speaker-series

30. Interact with NAR Research
on the Web
facebook.com/narresearchgroup
@NAR_Research
economistsoutlook.blogs.realtor.org
pinterest.com/Realtors/nar-research/
Join our social media network

31. Century 21 Redwood
April 20, 2015
Social Media
TJ Doyle

32. Wealth of well-
established and
influential accounts in
multiple channels:
•Facebook
•Twitter
•Pinterest
•YouTube
•LinkedIn
•Tumblr
•Blogs
Social Media and You

34. Not Just Younger Generation—But a Must-
Have for Younger Generation
• 67% of all Internet users
use social networking
sites
• 83% of users 18-29
• 77% of users 30-49
• 52% of users 50-64
(source: Pew Research Project, The
Demographics of Social Media Users)

35. 71% of users utilize mobile to access social

37. Don’t Be Anti-Social
• Not just a marketing
channel
• 70/20/10 content mix
• Content curation: it’s
not one-size-fits-all.
Specific content pieces
for specific channels are
key to reaching and
engaging your audience.

38. A Picture Speaks A Thousand Likes

39. Long Live Pinterest (and Buh Bye to Google+)

40. Content Pieces That Work
• Infographics, both
static and interactive
• Video (the shorter
the better)
• Podcasts
• Google Hangouts
• Original, Quality
Photos
• SlideShare

41. Content Pieces That Work
• Infographics, both static
and interactive

42. Content Pieces That Work
• Video (the shorter
the better)

43. Content Pieces That Work
• Podcasts

44. Content Pieces That Work
• Google Hangouts

45. Content Pieces That Work
• Original, Quality Photos (Instagram, Flickr, Imgur)

46. Content Pieces That Work
• SlideShare

47. BUT…Don’t Worry About Being Everywhere
• Evaluate which channels
make sense for your
membership
• Be good at few instead of
ineffective at many
• Be realistic about resources
• Meet you members where
they are

48. Encourage Sharing of Content
• Sharing widgets on website,
online publications and
email
• Cross promote content
across print & online
channels
• Promote conference
hashtags on EVERY
communication

49. Social Media Best Practices
• DON’T be afraid of social
media. Don’t be afraid to
experiment
• DO be a resource for
members on how to use
social media in the context
of their profession. Provide
training and resources.
Monitor and be a strong
administrator of your
leadership brand.

50. Social Media Best Practices
• DON’T feed the trolls
• DO have a plan
• DON’T discount the
value of what you’re
doing for members.
• DO show it off, don’t
keep it a secret…have
fun!

51. Interact with NAR
on the Web
facebook.com/realtors
@REALTORS
pinterest.com/Realtors
Instagram - https://instagram.com/realtors/
YouTube - https://www.youtube.com/user/NAREALTORS
Join our social media networks

52. Questions?