No Inventory in Real Estate - Now What?

In just the last thirty days, there has been another noticeable change in the Southern California Real Estate market.  Homes are selling.

I know, in 2012, more home sold than anytime since 2007, but there is more to the story.  If you look all around the county, homes that have been sitting for a year or more are now moving into escrow.  When these homes leave the market, then the average Days on Market or DOM drops further.  The key here is with fewer homes on the market these homes moving off market will have an even greater impact statistically.

What does all of this mean?  It means a clear shift in the market is happening.  The bottom diggers have scrapped everything off the bottom there is.  So now the big investors who are a little more conservative are putting up money for people to buy.  One loan agent says that even though "liar loans" have gone the way of the DoDo bird, there are still ways to do creative financing.

Private equity is once again pushing the limits on payment to income ratios' allowing people to buy into the more expensive homes that have been sitting.

A billboard in downtown LA proclaims "Home Loans Up To $10 Million".

The tide is shifting.

From the agents perspective, I am seeing a few very smart agents start to roll with this new market.  Mass marketing in Real Estate hasn't been cost effective since 2007.  Mass mailing email lists to thousands of people is a waste of time, since there are a dozen other agents and websites that will do it for them.

The agents that are starting to roll are adding value.  Private open houses, active buyer lists with qualified buyers and very direct person to person marketing is working.  This will be the new reality for a while I believe and it will filter out the incomes of many agents even further.

Online and mobile marketing tools that reach directly to sellers and buyers are going to continue to grow in popularity and importance.  Why?  Simply put these tools allow the buyers to keep a bit of anonymity until they feel like they have met the right agent or found the right deal.

Agents will need to know everything about a property.  "It is really a great house" won't cut it anymore.  If the internet can tell the prospects more than you can, chances are an internet agent will get the sale.

An app for that?

While the big websites have mobile aps for their potential customers, individual offices and agents have been behind the curve.  New tools are emerging that will change that.

Getting listings may really have to go all the way back to door knocking, which in some areas is very difficult.  Agents will likely need to live in their neighborhood and really know everyone in order to get a listing.   Listings are going to be life for agents moving forward.

Agents who mass market will spend too much time chasing maybe's where the agents that hold the line and only work with qualified buyers are going to move homes.  Imagine someone knocking on the door with three familys that want in your neighborhood and an agent with three signs that have been up for six months.  Who do you want to talk too?  One moves homes, one has signs.

The tide is shifting.

Direct Mail Or Online Marketing, How to sell a home?

As the owner of a marketing company that specializes in using the Internet and Social Media, Direct Mail companies are my biggest competitor.  I say competitor because small businesses don’t have an unlimited budget.  The owners of a small business have to make a decision whether to spend money for online marketing with us or with a direct mail and print ad company like my friends at Damion Hickman.

So is there a right answer?  Yes there is, but it isn’t the same for any business.  As a real estate agent, I see the markets from a different perspective.  The business itself is one variable.  The second is the customer.  The business and the customer define the best media for connecting the two.  Neither side can select the right answer.

On the side of direct mail, think about a business like Cake Tahoe.  Cake Tahoe is a great little cupcake shop in Truckee, California.  The opportunity with direct mail is to send out post cards to the residents in Truckee with a coupon.  For instance they could offer buy one get one free, or buy a cupcake, get free coffee.

This is a great opportunity to reach out to new customers who had no idea they wanted a cupcake.  The postcard is an interrupter of their life that offers them something new they didn’t expect.  This is much more difficult to do online than it is with direct mail.  A great direct mail piece is fantastic tool to seek out new customers who didn’t know they were in your market.

The cost of Online Marketing to reach out and have the same effect can be significantly higher.  Some markets, like Reverse Mortgages, will see significantly better results with direct mail.  People don’t search online for the best Reverse Mortgage deal.  Instead, they get a flyer in the mail that introduces them to something they have never known about.  At some point the market might shift, but it might not.

At the other end of the spectrum are “needs” like a water heater.  When your water heater starts making very loud noises, you don’t look in your mail box for a plumber, you go to the phone book if you still have one, or go online and search for Water Heaters, Plumbers and a number of other keywords.  Online Marketing works in these cases, not so much in the case of Reverse Mortgages or reaching new cup cake customers.  

Cake Tahoe could use online marketing to connect to current customers and find new customers who are looking for custom cupcakes, ice cream or coffee in Truckee California online.  The two customers are very different targets.  The key is to know your customers well enough to know which type of customer offers a better return on marketing dollars.  

Some businesses like TruSpeed Motorcars are able to use both effectively.  Direct Mail is used to remind existing customers of service intervals, and reach out directly to owners of exotic cars that are out of warranty.  Online Marketing is used to step in front of people searching for “Porsche Service”, or “Performance Porsche Upgrades”.  Each is a potential income source to the business, and each must be respected for who they are.

When you truly know your customers, you can decide whether direct mail or online marketing is the best way to connect with them.  

2013 Real Estate Market - Looking Forward

The Real Estate Market is shifting once again.  At the start of 2013, we are moving into really new territory.   Many other pros are a little unsure of where they are going with the 2013 Real Estate Market.  When I say pros, I mean agents, brokers and investors.  A salesperson from one of the major real estate websites called me, asking me to “fill in a great spot” that just opened up in my section of Orange County.  That call led to a very interesting conversation.  Because of that conversation, I decided to write about my observations as a buyer, investor and Realtor©.

It turned out that one of my major competitors and two smaller ones were pulling their ad campaigns from his company’s website.  During the conversation, he made a funny comment.  He said, “It is just like all the agents have decided to roll over and die.  They are all giving up.”  That got me thinking.

He was right in more ways than he realized.  He was also missing the real issue.  It isn’t the agents that have died, it is the market.   Yes many agents are leaving the business, but that isn’t the big issue with todays Real Estate Market.

In the area I focus on, my “farm”, listings are nearly zero.  Three years ago there would have been 20-30 signs at any given time.  Last weekend, there were just four.  Three of these are simply over priced which will require a very willing cash buyer.  I even like one of the homes, but it is priced too high and out of my budget.  Three of these homes also have been on the market over a year, one of them over two years.  The home that has been on the market the longest is held open just about every weekend now.

That house is an odd case.  It really is a great home and it is in a great location.  The problem is that it is a “middle house”.  There are significantly nicer homes and a few “fixers”.  The cash investors are buying the “fixers” and the cash buyers are going for broke.  My guess is they agree with me on inflation.  I think Real Estate is a better hedge against long term inflation than gold.

In a high dollar market like Orange County California, there is another issue.  Lenders aren’t lending the way they used to.  The ratio’s that we as agents learned to use for the past five or ten years are no longer valid.  Higher credit scores are required just as much as lower payment ratio’s.  

Being self employed, my income is avaeraged.  When I bought my home, I had a 52% ratio. That means the day I bought the house, 52% of my take home pay was going to be used for the monthly payment.  While that sounds crazy, it really wasn’t, if I was right. 

The bet I made was that the market prices had bottomed, interest rates were near bottom and I was buying my home below market due to the sellers stress.  So far it looks like I was right or lucky.   I bought into this market with a fixed rate loan, and knew that my wife would be going back to work bringing the 52% closer to 40%.  

Today, that kind of loan isn’t going to happen.  A payment to income ratio with 40% of take home pay for the house payment would be considered quite high now.   A couple of the loan officers I talked to at the big banks are saying they would like to see 30-35% ranges.

If I were house shopping today that means that I wouldn’t be able to buy anything close to what I live in now.  

This is the root of the problem with the Real Estate Market, not the agents.

When you take out “liar loans” and cut the maximum payments, you can see why the average buyer isn’t buying.  You can also see why sellers aren’t selling.  Nobody can move up.  The few people who I am lucky enough to talk with about listing their home are usually moving inland to lower priced property or out of state because of our new taxes.

House prices are creeping upwards here in Orange County, and I believe this is due to simple inflation, not a recovering market.  Days on Market is usually a great indicator to tell the status of the market.  That number is dropping, which in “normal” markets would indicate a move to recovery.  In this case, it is merely a symptom of the shrinking Real Estate Market.

What does it all mean, and when will the market recover?

For buyers, it means you need to be prepared.  You need at least one if not two loans pre-approved before you even start shopping.  Why?  Because when your agent does find you that house, you’ll need to move quickly before the seller changes their mind or gets an offer from someone better prepared to buy.  Sellers that do sell aren’t playing games and have cash offers lining up.

For sellers, it means that you also need to be prepared.  You should clean up the house to get the most you can for it, and be ready to move when a good offer comes in.  You also need to be ready to find out the buyers really can’t buy.  Even two pre-approvals may not get a loan these days.  

Sellers also have the advantage of being able to select from many hungry agents who are getting back to work.   Some are still figuring out the new rules and others are out door knocking for listings.  Either way, sellers need to be careful.  An agent trying to sell a home under last years rules won’t get you the best price or deal you can get.

There are still a few lazy “experts” that live in an area and have a listing or two.  If you do a little homework before listing your home, they are easy to spot.  All you have to do is read their listings and look at the details.  Don’t select an agent because they are your friend or neighbor, select an agent who will work for you.

When other agents are looking at the wrong information on the MLS, your house is going to have a hard time selling.  Recently I previewed a property after receiving several calls about it.  From the MLS data, the home was a deal, and I had a cash buyer who would be very interested.  While doing my research, I found the listing agent listed the monthly land lease of $4,000 as the annual lease.  Even after I pointed out that he had understated the annual lease by $44,000 he left the listing as is.  $44,000 per year is an entirely different category of buyer in this market.

For agents, the 2013 Real Estate Market means you have to go to work.  Not work like 2006 where you could plug a sign in the ground, and write a contract.  Work like really knowing your buyer before ever start shopping for them.  Anyone can surf the internet and find houses.  Our job as agents is to represent the buyers and find them a home, investment and help them fulfill dreams.  Todays challenge isn’t selling a home, it is fighting for the listing.  

Working with buyers is a whole new dynamic of research.  Knowing your area is key, and knowing when to let go of a buyer is also a skill many have forgotten.  When buyers are willing to go anywhere, you can’t help them.  Even thirty year veterans like my mentor can’t know every area in Orange County.  

While all of this is bad news for the local Real Estate Boards, since membership will likely continue to decline for the next two years or so, it is good news for agents willing to work.  Full commissions will be justified as you become the expert helping buyers and sellers navigate the overload of information and correct the misinformation from the internet and the press.

Like all things, the 2013 Real Estate Market will come and go, and next year will be different.  For now, hold on, it is going to be a rough ride.

Authors Note: Scott Bourquin is a Real Estate Agent and investor with Keller Wiliams Realty in Newport Beach California representing the Orange County Coast.  Not all areas will experience the same Real Estate Market.