Archives for October 2017

Why Are Existing-Home Sales Underperforming?

Existing-home sales as measured by the National Association of Realtors are underperforming the rate supported by current market conditions, according to First American’s latest Potential Homes Sales model.

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Almost $1 Trillion of American Homes At Risk From Rising Seas This Century

According to new research by Zillow, rising sea levels are expected to impact $916 billion worth of U.S homes in the next 100 years, most of which are low-end or median-value homes.

The majority of all homes at risk of flooding due to rising sea levels are in suburban areas – 65.4 percent of homes are in suburban areas, compared to 22.6 percent in urban locations and 12 percent in rural areas.

Overall, 39 percent of the homes expected to be underwater in 2100 are among the nation’s most valuable. The rest are near the median value or below – and a quarter are among the least valuable homes. This is significant because less wealthy communities and households are less likely to be able to afford preventative measures to ward off rising seas. For most homeowners, a home is their biggest single investment, and its value is a major share of their overall wealth. Any significant damage to a home is harder to recover from when most of an owner’s wealth is tied up in that same home.

Owners of high-end homes are more likely to live in communities with the resources and connections needed to protect their homes, such as building sea walls or making structural changes that help homes withstand floodwaters. But in markets where the majority of homes at risk of rising water are among the least valuable in the area, these options might be out of reach.

Less than 20 percent of homes in Honolulu that are at risk of flooding due to rising sea levels are high-end homes. That means the majority of homeowners who could lose their homes may be less able to make investments to protect their properties, especially lower income homeowners who have to spend a larger share of their income on mortgage payments.

“We’ve seen the enormous impact flooding can have on a city and its residents,” said Zillow Chief Economist Dr. Svenja Gudell. “It’s harder for us to think about it on a long-term timeline, but the real risks that come with rising sea levels should not be ignored until it’s too late to address them. With organized and committed planning, cities can help protect both current and future residents. Living near the water is incredibly appealing for people around the country, but it also comes with additional considerations for buyers and homeowners. Homes in low-lying areas are also more susceptible to storm flooding and these risks could be realized on a much shorter timeline as we have seen time and time again.”

Miami holds 25.8 percent of all U.S. homes at risk of rising sea levels, which are cumulatively worth $217.3 billion. The three cities with the greatest number of homes threatened by higher sea levels are in the Miami metropolitan area. Fort Lauderdale, Miami Beach and Miami could all lose more than 30,000 homes to sea level increases.

Zillow analyzed the types of homes that could be underwater, absent preventative measures, based on recent estimates of how high sea levels could rise by 2100 due to climate change.

 

For the complete article, please see the original article on WorldPropertyJournal.com, by clicking HERE.

How Real Estate Agents Dominate With Multichannel Content Marketing

Top real estate agents are wary of get-leads-quick schemes, and rightly so. Those looking for longer-term success have turned to a powerful marketing system, multichannel content marketing: marketing that educates and informs prospects across multiple, integrated channels.

 

To build a dominant real estate business in 2018, agents must create multidimensional marketing campaigns that mirror the decision-making journeys of their modern prospects.

 

Real estate’s best and brightest use multichannel content marketing to tell their story. It’s much more than casting a wide net; it involves strategically tying compatible marketing efforts into one system. At the base is quality, smart content designed to connect with buyers and sellers by considering all parts of their lives.

Many agents today know the importance of using social media and email at every phase of their prospect’s journey. They also understand the critical role of newsletters or publications as the backbone of their farming strategy. But few take the time to produce meaningful content on these platforms and to engineer them into a single integrated marketing engine more powerful than the sum of its parts.

 

Content: the lifeblood of multichannel

 

Showing rather than telling fosters trust, a principle agents can use in their local content to demonstrate expertise.

 

Original content can also burnish agents’ reputations. In fact, 82 percent of consumers report they feel more positive about a company after reading custom content, according to marketing research firm Demand Metric.

 

A smart content play leads to real results. Website conversion rates — the percentage of website visitors who fill out a form requesting more information — is nearly six times higher for content marketers than those who simply advertise their services, according to marketing research firm Aberdeen Group.

 

Engaging, local content is the lifeblood of multichannel content marketing. Quality content must live at the core of each platform, not sales pitches. Below, we’ll go through each channel and explain how to leverage each for premier results.

 

The “big 3” marketing pillars for real estate agents

 

Social media, email and direct mail are the top content marketing channels for real estate agents and the key elements of a smart, integrated content strategy. We expand on each below.

 

Pillar 1: Social media

 

Seventy-eight percent of all U.S. adult internet users are on Facebook, and over half of all online adults use more than one of the five main social media platforms, according to a 2016 Pew Research Center study.

 

Real estate agents’ social media presence includes everything from their Facebook business page to their Zillow profile. Great sites for publishing content include Facebook, LinkedIn, and Twitter (with YouTube as the prime site for video).

 

Agents can realize big results with their content marketing by using social media as one part of a larger, smart content strategy.

 

A smart social strategy, as with all content marketing, starts with good content. Agents should create and post articles and videos on subjects they know well. The best topics will both resonate with the local market and build their reputation as an expert.

 

Unfortunately, it’s easy to post content without the branding necessary to effectively stand out, which means the agent doesn’t benefit fully from the content.

Agents can ensure their content brings value to their brand and business by always posting it to their blog instead of sharing it directly on Facebook or Twitter in its original format.

 

Once you create a blog post, you can share a link to it on social media with an enticing comment. Agents can share these posts on multiple social media sites simultaneously, using tools such as Hootsuite or marketing automation platforms such as Act-On. These tools also make it easy to create and schedule a month’s posts in one sitting.

 

In addition to local content, agents should use social channels to post listings, testimonials and updates. Interacting with people who like or comment on posts is also key for agents, as is responding quickly to messages they receive.

 

For the complete article, please see the original article on Inman.com, by clicking HERE.

Appraisal Myths Too Many Sellers Believe

The home appraisal process can be nerve-wracking for many sellers. You probably already listed your home, and even received an offer, and now someone is coming in to tell you what the house is worth? Someone who can quickly state a price that sinks your sale? It only makes sense to be concerned.

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