Monday, March 28, 2011

Girls Scout Cookies and Real Estate

love the onset of spring. Birds are chirping, trees are budding, and Girl Scouts are selling cookies. Ok, I’ll be the first to admit it. I have an addiction to Thin Mints. My family has even tried an intervention, but I can’t seem to kick the habit. I think that even the Girl Scout Organization is trying to help Thin Mint addicts such as myself, as they have downsized the number of cookies in each box. Well, they can’t fool me, I’ll just buy more boxes!

All kidding aside, the marketing strategy of shrinking product sizes has been going on for years. A package of coffee now makes fewer lattes. A container of ice cream makes fewer root beer floats. A bar of soap washes fewer hands. I understand this trend is due to marketing research that has determined that consumers are less sensitive to shrinking package sizes than to increasing prices. But what is the end game? Downsizing can only be used so many times until it becomes ridiculous.

My age may show when I make this observation, but it seems that years ago manufacturers had more respect for the consumer and tried to differentiate their product through quality rather than gimmicks. Real estate is not that much different. I’ve seen developers shrink lot sizes to sell more lots per acre. I’ve seen builders use top of the line granite and bottom of the line lumber, to maximize visual appeal while minimizing cost per square foot. And I’ve seen realtors put more emphasis on production volume than quality of service delivered.

But as consumers, we can all make a difference. We have to be more discriminating in our purchases of goods and services and call out companies when they use gimmicks to capture our business. Perhaps we need to get outraged like Peter Finch in the 1976 movie “Network” when he repeatedly shouted “I’m as mad as &%$#, and I’m not going to take this anymore!”

In shopping for a realtor, I encourage everyone to be a discriminating consumer. When looking for a listing agent, review the quality of their work on other listings that appear online. Foremost, check to see if the pictures are vivid, well framed and clearly described. Additionally, see if the narrative is compelling and presents the property in a favorable light. Most people start their search for a home online and view each home just a few seconds unless the pictures or narrative interest them. So the importance of those aspects cannot be taken too lightly.

And whether you’re looking for someone to help you sell or buy a home, check out agents’ references. Every agent can provide them and most even present them on their website. You can also check out agents’ Client Experience Ratings on HAR.com. Finally, I encourage everyone to select someone who is experienced, full-time, and local.

Discriminating consumers not only make a difference in the quality of their own purchases, but they can make a difference for others. As more and more consumers become informed and use that information in their purchases, sellers of goods and services will respond accordingly.

Well, I’m still going to buy the Thin Mints. After all, it’s for a good cause so the number of cookies really isn’t a factor in my buying decision. In fact, I have only two factors that enter into my Thin Mint buying strategy … how good they taste and the size of my pantry.

Sunday, February 20, 2011

A Realtor’s Trip Down Memory Lane

The other day I was checking on a home for a client who had moved out of state. As I was leaving, I noticed a yellowed newspaper that had been left behind. I was very intrigued when I saw it was a complete December 2, 1954 edition of The Conroe Courier. I’ve always enjoyed learning about our local history. I find it interesting and I feel it makes me a better ambassador for Montgomery County during my real estate activities. So I just had to read through it before I put it into a safe place for my client.

It was fascinating contrasting the news and ads of 1954 with today’s news. A front page article about women soon being allowed to serve on juries in Texas highlighted how much things have changed. Other front page articles were not that different from current articles, e.g. a road expansion, school bond election, and a shooting. But much of the paper was filled with personal information such as hospital admissions, births, vehicle transfers, and lots of tidbits about local residents’ comings and goings. I suppose to some extent, that level of personal info is still published today, but instead of calling the newspaper, folks just send a Tweet!

There were lots of ads in this issue. Let’s see, Ipana toothpaste is on sale for $.53 at Thompson Food Market, Flaxman’s has a 16 oz. jar of Foreman’s Picallilli for $.33, and Penney’s has 60 gauge sheer nylon hose with slim dark seams for $.50 a pair. For entertainment we have Julius Caesar playing at the Crighton and at the Hi-Y Drive-in Theater, Ronald Reagan stars in Prisoner of War.

But being a Realtor, the most interesting to me were the real estate ads. There were 4 real estate firms with ads, none of which are still in business today. Many of the homes were described by number of rooms rather than by square footage. Some of the features mentioned in the ads were venetian blinds, in-laid linoleum, a chicken coup and a hog proof fence. But the most unusual ad by today’s standards was for an 8 room rustic log and asbestos house adjoining the Country Club.

Yes, things really have changed in the last 57 years. And I would guess that few communities have changed as much as Montgomery County because of its explosive growth. We’re almost 20 times as large as we were in 1954. The construction of I-45 and Lake Conroe probably had the most impact. I-45 made Houston much more accessible and made Conroe attractive as a commuter town. The Woodlands along with other communities along I-45 sprouted up to meet the increased demand for housing. And Lake Conroe provided another alternative for those who enjoy the many amenities of lakeside living.

All of this growth has caused the local real estate industry to change as well. First of all, there are a lot more than a handful of Realtors these days, so it has become a much more competitive market. And with so many options available, Realtors have had to become well versed in the variety of housing options, including golf course homes, waterfront homes, estate communities, planned communities, condominium complexes, to name just a few. We also have to be adept in working with the many different types of buyers, including second home buyers, retirees, investors, first-time home buyers, up-sizers and down-sizers. In my own practice, I have had increased requests from current and soon-to-be retirees from all over, wanting to live in Montgomery County because of its natural beauty, temperate climate, proximity to great health care, affordability, and its many amenities.

Montgomery County has a great history and a great future. Much credit is deserved by those involved in the preservation of that history. Our beautiful downtown Conroe and the recent restoration of the Conroe Country Club are just a few examples of how history has been honored while meeting today’s needs. It is truly a joy and privilege to be a Realtor in Montgomery County. Now if my ancestors would have had the foresight in 1954 to purchase the advertised “43 acres near Hwy 105, 12 miles west of Conroe, nice home and lake site, ½ minerals for $3,800”, I would feel even more privileged!

Sunday, January 16, 2011

Profile of the 2010 Montgomery County Housing Market

Many years ago George Bernard Shaw said “If all economists were laid end to end, they would not reach a conclusion”. In today’s much more complex world, his statement is more relevant than ever. While it appears that economists have differing outlooks on 2011, they seem to be slightly more upbeat than the last couple of years. And although I share cautious optimism with many of my fellow Realtors, I’ll refrain from making any of my own predictions for 2011. Instead, I’ll look back on 2010 and share a few insights. That’s a much easier task

As Montgomery County’s housing stats for 2010 are being finalized, results are shaping up to be a mixed bag. For Montgomery County as a whole, sales of single family residences were relatively flat with last year, but still around 30% below the peak year of 2006. The good news though is that the median home price rose about $3,000 in 2010 as a result of slightly larger homes sold and a slight increase in the average price per square foot.

In taking a closer look at the results, it appears that prices had to resist some heavy downward pressure from foreclosures. Foreclosures were very high as they have been for a number of years and still represent about 20% of all homes sold. The median sales price of foreclosed homes was down significantly in 2010 as banks appeared to more aggressively dispose of their inventories. The average price reduction from 2009 on foreclosures was approximately $9,000. The contrast in the average profile of a non-foreclosed home and foreclosed home in 2010 was remarkable. The average non-foreclosed home was 2,430 SF in size and sold for $89.76 / SF. The average foreclosed home was about 20% smaller and had a 35% less cost per square foot. Of course, many foreclosed homes are not in tip-top shape, but most of these foreclosed homes were great buys.

Without these large numbers of low priced foreclosures, our market would have fared much better in 2010. Since many of the systemic weaknesses in mortgage lending practices have been eliminated, I suspect that far fewer high risk mortgage loans are making their way into the banking system. And as foreclosures get back to the lower levels existing before the housing crisis, housing prices should improve. But I wasn’t going to get into any predictions, so I will let you come to your own conclusions.

Finally, from a geographic perspective, results indicate that southeast Montgomery County was the hottest housing market in 2010 with a 12% increase in sales and a 7% increase in prices. I should also note that new construction represented a third of all sales in this area compared to about a sixth of all sales in the rest of the county. With easier access to major employment centers and with The Woodlands approaching maturity, it makes sense that developers and builders are targeting this area.

In summary, I would conclude that 2010 showed slight improvement. Overall prices have picked up slightly while sales volumes have remained steady with last year. And with Montgomery County having so much to offer, I feel that the future of our local housing markets is bright.

But having said all of the above, most of my clients are not affected by housing trends and predictions. Their decisions to buy or sell property are based on personal reasons, such as a growing family, an impending empty nest, a big promotion, or wanting a change of scenery, to name just a few. But be assured that whatever is driving your decision to buy or sell, you will get maximum value when you contact an experienced Realtor.

Monday, December 20, 2010

Real Estate Marketing 101

To my delight, I was recently requested to take care of my six year old granddaughter for a couple of days. Realizing that she probably wasn’t going to enjoy one of my high fiber breakfast options, our first outing was to purchase a more kid-friendly breakfast cereal. So we went to the grocery store and headed down the cereal aisle. That was probably my quickest trip ever to the grocery store, as she focused like a laser beam on a box of Cocoa Puffs. That particular cereal would not have been my first choice as a mom, but I’m the grandma. I’m here to please. So in the basket it went.

This outing reminded me that cereal marketing and real estate marketing have a lot of similarities. Eye catching packaging and optimum product placement made my granddaughter’s choice stand out among the others. In marketing real estate, we strive for the same thing. We want to “package” the listing well and place it where potential buyers can easily find it. When a Realtor enters a listing into the local multiple listing service (MLS), these two basic marketing principles should be a top priority.

Packaging a listing involves writing a compelling narrative and taking great photographs. The MLS description field allows only 500 characters, so the product description must be concise, yet comprehensive. MLS allows 32 pictures; one picture on the main page and 31 additional pictures on a secondary page. The primary picture is what most people see first when reviewing their searches on-line. A realtor typically dedicates this picture to capture a home’s curb appeal and entice the viewer to spend more time exploring the listing. If successful, there is a good possibility that the viewer will look at the other 31 photos to see the interior and other exterior views. Pictures should always be well framed, properly exposed and staged to the extent possible to portray the home at its best and to allow potential buyers to envision themselves living in the home. The narrative and number of pictures can be expanded as needed through the use of virtual tour and slide show programs as well as individual Realtor websites.

Optimum product placement involves placing the listing where potential buyers can easily find it. That means entering the listing into MLS, which is the listing’s passageway onto the internet where 90% of potential home buyers begin their search. And properly entering listing information into MLS is of upmost importance as online searches are data driven. All data must be 100% accurate. Price, number of bedrooms, and school district are just a few of the many pieces of information entered into MLS. Inaccurate information could prevent your home from being included in potential buyers’ online searches. It should also be noted that entering a listing into MLS provides a broad internet presence as the MLS data feeds into the most popular real estate websites, such as HAR.com, Realtor.com and Homes.com. And for those few buyers that do not rely on the internet for home searches, print advertising can be useful.

Yes, listing agents and cereal manufacturers have some things in common. But while cereal manufacturers have the resources of large marketing departments to help with product placement and packaging, Realtors go about their business with little or no oversight. So it is most important for home sellers to select competent Realtors that have the experience and attention to detail to get their home presented in the best light and in front of every potential buyer.

Sunday, November 7, 2010

Thanksgiving, Real Estate, and the Internet

Thanksgiving Day is right around the corner and I’m almost ready. I’ve purchased a nice Butterball, some yams, and all the ingredients for the expected green bean casserole. Everything seemed to be on track until I realized I was short 4 forks from my set of flatware. This was quite a disappointment as I’ve had this set since I was a teenager building my hope chest. So what should I do now? Buy a whole new set? Try to find matching forks? Or perhaps I should just serve turkey soup. Like my approach with many dilemmas these days, I enlisted the help of Google. After a minute or so of browsing, I found out that the pattern was still available from the manufacturer. A couple of keystrokes later and the forks were ordered, paid for and in the shipping department. Looks like I’m back on track for Thanksgiving dinner.

Anyone who has an internet connection probably has had similar experiences. The internet has simplified so many tasks. And searching for real estate is no exception. The real estate industry has embraced the internet for many years in order to facilitate and enhance the buying and selling experience for both Realtors and consumers. The local multiple listing service (MLS), which contains details and photos for all homes listed by Realtors, has been online since the early years of the internet, courtesy of the Houston Association of Realtors (HAR). HAR offers a free website, aptly called HAR.COM, that has the MLS detail on every listed home in a user friendly searchable format.

While many Realtors and real estate companies have their own websites, HAR.COM is the local workhorse and is the original source for most of the local real estate information seen online. In addition to over 500,000 visits a month, HAR allows its Realtor members to extract and utilize MLS data for their own personal websites. It also provides daily transmission of MLS data to other national websites like Realtor.com and Homes.com. Everyone who accesses HAR.COM soon appreciates its power. Prospective buyers can perform searches on listed homes by location, price, size of home and a number of other parameters. Real estate agents who are members of HAR have access to an even more powerful search tool to help their clients quickly hone in on their dream home.

HAR.COM has another feature that is very helpful for both prospective buyers and sellers. It’s a relatively new feature called the Client Experience Rating. After every real estate closing, the buyer and seller involved are sent a questionnaire by HAR concerning their experience with their Realtor. They are asked to rate their Realtor on a scale of 1 to 5 in several categories including competency, market knowledge and communication. Individual Realtors can elect to not participate in this program. But for those of us that do, it is a great opportunity to make our reputation more transparent to existing and potential clients.

Much like the development of the printing press, radio and TV, the internet is a major advancement in our ability to access information. And while it doesn’t come close to replacing the knowledge and experience of seasoned real estate agents, it does provide the consumer with information on both homes and Realtors to help them make better real estate decisions.

Getting back to my preparations for Thanksgiving, I should remind everyone that missing forks are the least of worries of many of our less fortunate neighbors. Having been a board member of the Montgomery County Food Bank for many years, I’m profoundly aware of the struggle that many have to feed themselves and their families. As part of your Thanksgiving preparations, please make a donation to the Montgomery County Food Bank, or a hunger-relief charity of your choice.

Sunday, October 3, 2010

The Envelope Please

I enjoy watching award shows for the entertainment industry, especially the Academy Awards. I must admit though that I often don’t understand how the voters distinguish between the different performances. I suppose you have to really be into movies to appreciate the subtle differences. Awards handed to Realtors on the other hand are much simpler as they are usually based on production volume statistics such as most sales. Just imagine if the Academy Awards were based on production volumes. John Wayne would have won the majority of Best Actor awards during his heyday as he was one of the most productive actors in movie history with 142 leading roles. But alas, the Academy Awards criteria for recognizing excellence is somewhat more complicated, so the Duke ended up with only one Oscar toward the end of his career. If Realtors’ work was as transparent for all to see as actors’ work is, the results might be interesting. And it certainly would be helpful to future buyers and sellers of real estate.

Well, I’ve really strayed from what I wanted to write about in this column. I actually did want to talk about awards, but not Realtor awards. I thought it would be interesting to give some awards to some of our local neighborhoods. So I asked my broker (who is also my husband) to do some statistical analysis on sales of single family residences in various neighborhoods in and around the Conroe and Lake Conroe area. I should note that this is not a complete list as the number of neighborhoods are simply too many and my broker has limited patience to satisfy my curiosity. But he did try to pick up many of the more popular neighborhoods and a mix of older and newer neighborhoods. And to get a meaningful sample, he selected data over the last 24 months and only included neighborhoods with at least 10 sales during that period.

There’s no opening song and dance number, so let’s get right to the awards. First up is the Mayflower Moving Van Award for the neighborhood with the most sales. By a landslide, it was Walden with 377 sales. April Sound and Bentwater get an honorable mention with around 200 sales each. Closer to Conroe, River Plantation and Graystone Hills came in neck and neck with 95 and 93 sales, respectively.

The Lamborghini Award is for the neighborhood in which homes sold the quickest. Pass the envelope please. The award goes to Panorama whose 58 sales had a median time on the market of only 52 days, a far cry from the worst in this category at 248 days. It shall go unnamed, but I will hand out the Yugo Award in a private ceremony.

The Porcelain Award is for the neighborhood whose sales reflect the highest median number of bathrooms. And we have a 4 way tie. Graystone Hills, Crighton Woods, Crighton Ridge and Bentwater all tied with 3 ½ baths. Now that’s a lot of porcelain.
The Yao Ming Award is for the largest home in our sample and goes to Crighton Ridge whose median sold home was 3,940 SF. It just barely overshadowed its cousin Crighton Woods by 36 SF. And as no surprise, it also won the Donald Trump Award for most expensive median home.

Finally, the Horizon Award is for the newest median home sold and is awarded to both Graystone Hills and Crighton Woods where the median home sold was built in 2008. The Heritage Award is for the oldest home sold and goes to Tanglewood whose median home sold was built in 1965.

This was all sort of silly and isn’t very meaningful. But with an abundance of real estate articles about market conditions, I just felt a need to do something different and perhaps get a chuckle or two. But what I personally gained from all this is that the Conroe and Lake Conroe area has a wide diversity of homes for sale. And like actors and Realtors, neighborhoods are all unique and have their own personality. We truly are very fortunate to live in such a wonderful and diverse area.

Sunday, August 29, 2010

Reflections on the Housing Market

As I’m cleaning up the mess in the kitchen that my husband’s left for me after one of his cooking endeavors, I’m wondering why he isn’t more careful while preparing meals. I’m very grateful that he has taken over much of the cooking chores over the last few years and I truly enjoy his tasty meals, but he just isn’t focused on minimizing the aftermath. Then it dawns on me that since we have an agreement that I will clean up after he cooks, he simply has no incentive to be less messy. And that brings my thoughts to our protracted recovery from the housing collapse of several years ago. Homebuyer friendly government policies combined with a mortgage lending process that increasingly disconnected loan underwriting from loan risk, many mortgage loans were approved in a manner like my husband cooks. Loan originators and underwriters did a very good job at getting loans approved but became more and more removed from the consequences of those loans defaulting since the financial risks were offloaded to someone else.
But what’s done is done. Our government has taken actions to tighten up the mortgage lending process and to increase regulation in the financial markets. Attempts have been made to ensure that appraisals are more objectively prepared and credit hurdles have been raised. While these new regulations may prevent a future housing crisis, only time will tell what the impact will be on future growth in the housing market. At the same time our government has also tried, with limited success, to ease the housing market’s transition to these new standards by providing distressed homeowners assistance in keeping their homes, 1st time buyers’ tax credits on the purchase of a home, and long time existing homeowners tax credits in buying a different home.
All of this has come at a significant cost. Bailouts of financial institutions and subsidizing the housing industry through tax credits have been very costly and have increased our national debt. At the same time, loss of confidence in our economic future has eroded the wealth of our fellow citizens as interest on savings is at an all time low and the stock market has yet to come close to regaining lost ground.
As I review my own business over the last couple of years, I’m reminded how the above events have affected the nature of my work. For example, more of my buyers have been investors in rental properties, and I’ve had an increase in clients either trying to lease out their properties or looking for properties to lease. I suppose it is only logical that massive foreclosures combined with tightened lending practices would result in a number of owner occupied properties turning into lessee occupied properties.
Analysis of historic HAR MLS statistical data for Montgomery County tells me that my experience is echoed throughout our market. As I look over the statistics, I notice that 4 years ago, about 1 in 5 closed real estate transactions on single family residences and condos was a lease contract while 4 in 5 were sales contracts. Most currently, about 1 in 3 closed transactions are leases. The significant change is due to lease transactions increasing almost 20% and sale transactions decreasing over 25%.
Of course, everyone wonders when the real estate market will recover, if ever. Unfortunately no one knows, as there are just too many moving parts. But we do know that in Montgomery County, we have a fairly good economic environment and a great quality of life, so I remain cautiously optimistic. Meanwhile, if anyone can think of a way to make my husband a tidier chef, please let me know. Perhaps more regulation?