Oh deer, you are not an expert…

Harry Beckwith tells us that “marketing” takes a day to learn but a lifetime to master. After 15 years in biotech and 12 years in years in real estate, I still find the science of marketing fascinating. I have spent millions of dollars trying to find the magic recipe. I can honestly say I have tried nearly everything in marketing and promotion over the years. (well, not blockchain yet). And, I am still looking and learning.

I get a lot of advice from clients about marketing. It’s all very good. Yet, for those of us who research the science of marketing, it’s a lot like asking the deer about how to use a rifle. Just because we are the target, doesn’t mean we are the expert. Yet, as the target, we certainly know when it works.

One reason your real estate market will not crash!

Quickly scan the internet comment sections regarding housing prices and you will see a large number of folks commenting on the impending crash of prices and the fall of the capitalist system.

However, there is one simple calculation that will tell you if the sale price of houses is acceptable for the area. It’s not the only criteria but this method works well for most of the markets.

Remember back when I said there are 3 ways to value real estate? This method is based on the Income Method. It utilizes the relationship between the cost of ownership (principle, interest, taxes, maintenance, utilities) measured against the rental income.

This value is expressed as Net Operating Income and you will sometimes hear the term CAP Rate.

In simple terms, if the property can be rented out for an operating income which exceeds the expenses to own it (a net), the property is considered a good investment. How much net operating income varies based on the property. Older properties require higher CAP Rates because of maintenance and variable expenses. New properties can often sell for lower CAP Rates because of less maintenance.

At press time a variable rate mortgage is 3%. Buy a 4 bedroom house at $620,000 and put 20% down and your mortgage for $500k will be $2100 a month. Monthly Expenses? Taxes $300. Water $100. Insurance $150. Maintenance $200. Utilities are a wash as renters and owners both pay these. Total monthly cost is $2,750.

Three things to consider.

  1. About 40% of the mortgage payment pays down the principle so the entire mortgage is not an expense. About $800 a month in equity is building for the owner.
  2. A four bedroom house in my area rents between $2,500 and $3,500 a month. So, this house may be a good investment.
  3. Some people may create a 1 bedroom suite and rent it out for $800 to $1,100 in my area. Which, makes ownership of this home much less than rent!

Understanding Net Operating Income and CAP Rates will turn you into a savvy real estate investor in no time. In the short run ask your Realtor® for these stats and buy with confidence. Your home and investment are on solid financial footing.

What’s my house worth?

The number one question people want answered in real estate is “what’s my house worth?”. The answer, “that depends”.

The current trend online is to attract viewers with online and automatic valuation tools. “Click here to learn the value of your home”. Surrender your email address and then prepare to get dripped (marketing jargon for emailed, texted, called on a regular basis until you purchase or threaten death to the caller). These tools offered by Zillow, REMAX and many other providers are simple lead generation schemes. Here’s why.

Markets are local. A two story home in one part of town on a busy street might look similar to the same age, style and size as another but place this home in a “better” part of town on a quiet street and the price will be dramatically different. Minor differences in location can mean a lot.

Statistics are History. Current transactions between buyers and sellers happen fast and only become statistics 30 to 45 days later. The average first time buyer writes 2 to 3 offer before they acquire a home. This could happen in a matter of days. Following statistics, which are used by online systems for valuations, are no help to buyers who are in the hunt. Buyer’s who are activity looking at houses understand pricing better. Therefore, online valuation tools can easily be 30 to 45 days out of date which is a long time for buyers.

Tax Assessments are Wrong. The assessment authority will admit, “we don’t ever see the inside of the homes we are assessing”. When tax assessments are low, homeowners rarely complain because it means lower taxes. When the assessment is perceived to be high, homeowners fight them! Or, they sell! Tax assessments are not to be relied upon.

Buying is largely emotional. Smart buyers view multiple homes, learn pricing differences between features, areas, style and age. However, when a buyer walks into “their” new home, the choice is often automatic and partly emotional. Statistics cannot capture “feel”.

3 Methods to Truly Value Your Home. There are three accepted methods in the industry for the proper valuation of real estate. Each method will also have derivatives. Cost Method – what would it cost to buy the lot and replace the home in today’s construction dollars. Income Method – the value of the property if it was rented out and generating income for the owner/investor. Comparative Market Assessment – Comparing the subject property to local sales of similar homes against houses currently listed properties for sale.

Online tools are fun. Simple as that. The most important question is “why do you need to know the value?”. Are you selling, borrowing money or just want to update your financials?

A competent realtor who knows your area should be able to advise you and with the added bonus of no harassment! Valueations are often performed free! After all, what’s your time worth?

Real Estate Gum Disease.

Gingivitis is inflammation of the gums around the teeth and associated with poor dental hygiene, compromised health or a systemic disease or infection. It’s painless and most people who have it are probable not aware. It can progress to periodontal disease and finally tooth loss.

One of the most important things a dental hygienist will do to help you steer clear of gum disease is to probe. He or she will take measurements of your gums to assess the level of bone, tissue attachment and any bleeding. Data collection.

Upon your return three to six months later, he or she will take the same measurements again. Compare the results. Data analysis.

Does your agent show you the data collection and analysis of your listing?

How many page views? How many visitors? How many lead calls? Any emails? Any forwards to friends? What’s the bounce rate? Where do the internet hits come from?

Not all listings sell in the first few days. And, as the weeks progress, the data your listing has created becomes important. The changes in this data are also important.

Like a good hygienist, your realtor should be showing you the data, helping you understand what it means and use it to help you plan.

Of you are not getting this information, you could be suffering from real estate gum disease, it’s painless and you probably don’t know you have it… but now you know.