The Unconditional Blog

The impartial voice of the industry

 

Archive for January, 2009

14

Benchmarking NZ housing affordability

Posted on: January 29th, 2009 | Filed in Money Matters

The recently published Demographia Interntional Housing Affordability Survey has as ever captured the headlines.

This is the 5th such survey and as with the survey last January I have taken the time to read through the 46 page report to provide an insight and perspective to the facts and analysis. Interestingly I undertook this task last year – it is as ever interesting to reflect on the changes that have occurred in the local and global property market as well as the broader economic environment and think where we may be 12 months from now reviewing the 6th annual report!

The report provides a very valuable comparative model using the measure of median price to median income in reviewing 265 markets (cities) across 6 countries. It provides a rating scale from Affordable where the ratio of median price to median income is below 3, right through to Severely Unaffordable where the ratio is 5 or more.

When used to compare like-with-like within a country I think the report shows enormous value. The 8 NZ markets are bar one all classified at “severely unaffordable” with Tauranga topping out at a multiple of 6.6.

demographia-nz-report

It is interesting to recalculate the multiples in the light of the past 3 month falls in median price since the report utilises September 2008 data (I have not made any assumptive change to the median household income). It shows that whilst all 7 of the 8 regions are still categorised as severely unaffordable the trend is downward with the exception of Auckland which has gone up.

demographia-nz-report-revised-dec-08

Having provided a favourable assessment of the survey in the context of NZ data, I must share my misgivings as to the cross country analysis.

Firstly it seems odd that a survey that purports to provide an assessment of International Housing Affordability seems to apply a disproportionate weighting of contributing markets to the countries of NZ, Ireland and Australia. With a population base of just over 4 million NZ with 8 markets and Ireland with 5 are proportionately over represented as compared to the UK – 16 markets on a population of 61 million and even the US with 175 markets on 304 million – both making NZ some 3 to 6 times overrepresented.

This means that when you analyse the chart of the top 50 most unaffordable markets NZ has 5 markets represented, with the UK with just 6, Australia tops out with 21 in the top 50 and believe it or not the USA with just 13 of the 50!

There is no hiding the agenda of the authors of the report which is squarely focussed at the proposal that constraints on land availability drives up land prices and thereby property prices. This has already been latched onto by politicians who are eager to examine the rules around Maori land use for housing. However it is important to note that the markets identified in the report as those most severely unaffordable happen to be in the main cities bounded by the sea which does naturally created land use expansion constraints. Taking the top 50 most severely unaffortable markets you have to read down to #47 Boulder Colorado to find a land-locked city.

So whilst there is no denying the fact that using this measure of median multiple of household income to propery prices NZ does rank at a high level; to say that we have some of the most expensive property regions internationally is not truly comparing apples with apples.

8

Property information on the web just keeps getting richer!

Posted on: January 24th, 2009 | Filed in The lighter side

Aerial images and mapping has now become a standard component of all real estate listings on the web – however the question is often asked as to how often the images are updated. The true answer is “we don’t know”. All we know is that it is likely to be more regular in the future given the falls in the price of the technology.

In the light of this it was interesting to be shown a property yesterday listed on realestate.co.nz which when linked across to the property details on Zoodle showed almost the identical aerial image and Google Street View as the listing images – how is that for up-to-date presentation of a property!

The boat and the car are clearly visible in both the aerial photo and the street view, as is the boat in the listing photo. What is also interesting is the for sale sign in the Street View image – this has got to be a very recent set of photos all taken by chance around the same time. All 3 taken by different means and different companies!

25

House affordability is key to understanding the future trends in the market

Posted on: January 23rd, 2009 | Filed in Buying / Selling a home, Money Matters

Interest.co.nz Home Loan AffordabilityThere is no substitute for good information when it comes to buying a house and of late the access to rich information keeps getting better. The latest Home Loan Affordability Index produced by interest.co.nz is a perfect case in point.

The report does highlight an improving position whereby in December the index which measures the % of one median income to pay the mortgage on a median priced house fell below 60% for the first time in 3 years. At its peak the index reached 82.9% just over a year ago.

The report draws data from a robust set of statistics and provides transparency of methodology as well as detailed “drill down” to regional affordability.

As has often been stated the dynamics of the property market are governed by the supply and demand components of buyer and sellers matched to the capacity to pay – this valuable monthly report provides such insight into the affordability and thereby can assist buyers and sellers look into the future to see the likely trends for the coming year.

6

Is there a new way to market property for sale?

Posted on: January 21st, 2009 | Filed in Online marketing, Real Estate Industry

Raffle or lottery for a house - a new way of marketing properties?A Christchurch real estate agent is reported to have been formally notified by Internal Affairs that a proposed online auction was illegal under the Gambling Act 2003. The agent was endeavouring to sell the property through what they considered was “a new sales method they hoped would catch on“.

Clearly media coverage attracts attention to the idea or concept of raffling a property – not in itself a new concept internationally, however the question is naturally asked as to if there is a really new means of selling property as stated by the agent in question.

The sale of a property as with any major financial transaction needs to be seen in the context of a seriously considered purchase with appropriate levels of due diligence undertaken utilising appropriate research on the property and the local market as well as relevant legal issues.

Whilst the current state of the market has been and continues to be challenging for sellers and their agents, there is no silver bullet which will suddenly and miraculously stimulate this property market. A raffle or lottery for a property is first and foremost a lottery with the prize being the house, this concept has been undertaken a number of times legally in NZ by the NZ Lotteries.

The way forward for the real estate market is to utilise appropriate marketing principles to attract the appropriate target group of prospective potential buyers. These principles seen as the 3 P’s -the right product (the home presented in the best manner), the right promotion (advertising in target media – online and offline) and the right price. In today’s market probably the most important is the price, pricing correctly to the market level to attract the right group of prospective potential buyers is critical with so many properties for sale competing for attention.

8

Zoodle – property information

Posted on: January 15th, 2009 | Filed in Website news

Zoodle - its all about propertyZoodle – it’s all about property!

That is the strap line to the new property information website officially launched today and in someways that is all that needs to be said, it is a website all about property – information for over 1.5 million homes in NZ surpassing 30 million pages of information.

We have built in partnership with Terralink a website which we feel will provide much needed information in an easily accessible form to enable all parties involved in the property market to make better informed decisions.

The individual sources of data that combine to make Zoodle such a rich and rewarding website experience have been accessible individually for a long time, it is only the statistical data from realestate.co.nz which is new to the market. What is significant is the way in which data has been stitched together through the website to provide a very clear picture of a property – any property in NZ.

zoodle property reports and property information for every property in New Zealand

Zoodle is not just about properties – we have built rich information around suburbs and communities so people can be better informed as to the facilities and amenities that make up a local community. We are keen to embrace the contribution of others in profiling suburbs. To start with we have encouraged local real estate agents to share with us their feel for the communities in which they work. This will be developed later on into a richer user generated content section of the site, enabling people to feel a part of the site.

We see the site providing assistance at all stages of the home owning process:

Where to live? - zoodle can provide profiles of suburbs and local amenities and school details all presented on easy to use maps

What is the property market like in that suburb / street? – for each suburb zoodle provides valuable information on property price trends and inventory of properties on the market to assist our local knowledge. To be really clued up what better than to buy a local sales report detailing 20 of the most recent sales surrounding a chosen property

What can we buy? – this is where realestate.co.nz comes into its own – find the properties that interest you and then click through from property listings to full details about properties on zoodle – be better informed

Our chosen property? – before making any decision, why not check out the comprehensive property report for that chosen house to see all the available facts in a detailed downloadable 18 page report (sample report)

Negotiation – ready to buy, that’s when the skilled real estate agent can assist you. Armed with good local information combined with the agents rich knowledge of the day to day market you can be assured you will be making an informed purchase decision

Proud owner – always useful though to keep a check on the local market – a local sales report every year keeps you up to date with property price movements as well as the updated monthly graphs of the property market for your suburb; also get a latest valuation of the property to see how you stand in the market

Looking to sell? – do your research before your think about putting your house on the market – get a comprehensive property report to provide the full details of your property including a valuation and local sales – more importantly make sure you have a copy of the report which buyers will certainly be getting on your property

Zoodle – helping you through every step of the property buying process.

2

The first of the major franchises forgoes the allure of TV for the power of online

Posted on: January 14th, 2009 | Filed in International, Online marketing

Century 21 TV CommercialCentury 21 – one of the largest global real estate franchises has announced in the US that they will redirect investment in TV advertising to online marketing.

Century 21 has a franchise network in NZ of 60 offices, but has not undertaken any TV advertising for the brand here in the last couple of years.

This decision, one of the first by a major group is likely to be a common theme of the future marketing plans for real estate companies as faced with the contraction of the market and a growing appreciation of the role of online for real estate search, they will be keen to ensure more accountability for all marketing investment. Here as in the US the web is now by-far-and-away the most utilised and most intuitive way for property buyers to search for available homes to buy.

The trend away from newspaper advertising as evidenced in 2008 and reported in the US figures; was matched here in NZ with the local launch and closure of the aspiring NZ real estate publication “Property Book“. These facts further demonstrates how sensitive the print media market is to influence of advertising spend of the real estate industry. This must be of concern for all of the major publishing firms who have become so reliant on real estate adverts as a core staple of the advertising income of most papers and have yet to secure an online income of similar scale.

In the US last year further key events underlined this trend – most noticable being the closure by the LA Times of its real estate supplement and on a broader level the filing for Chapter 11 bankruptcy by The Tribune Group of papers of which the most famous would be the Chicago Tribune and the LA Times.

11

Does the closure of Ferrit provide any insight for real estate?

Posted on: January 12th, 2009 | Filed in Online marketing

ferrit-web-trafficThe announcement by Telecom today of the decision to close their ecommerce site was long anticipated in the industry.

Many had predicted that the departure of Theresa Gattung would herald the demise of the site, however under the stewardship of the new CEO the site survived to see another Christmas.It seems somewhat ironic that the best month for traffic to the site actually was last month 377,000 unique browsers – the question would naturally be – how many sales were converted from that traffic and how did that compared to the operating overhead of the company (easily $1m per month)?

As to the reasons for the closure – I am sure their will be much conjecture and opinion flying around. Suffice to say the heart of the problems with Ferrit stemmed from the beginning. For this was their golden opportunity – just when the market was ready for a single portal for new items (remember “Flying Pig” before Ferrit) and consumers were educated to online transactions. However this is when from all accounts the site failed to deliver the user experience; matched with a lack of a compelling reason to want to use an online store – it was only in the past 2 years that free delivery became part of the mix, and sharp pricing was offering a reason to go online – something Amazon learned a decade or more ago.

Many tens of millions of dollars have been poured into Ferrit largely focused on advertising the brand which to me always felt like taking a sledgehammer to “tell” people to use a site that of itself lacked a deeply engaging or memorable experience.

This web closure follows just 2 months after the closure of the allrealestate.co.nz website, itself another significant website (250,000 unique browsers) – does this somehow demonstrate a diminishing appeal of websites?

No! – far from it I believe there are a couple of key points common to both sites:

  1. Online is a tough market. The early days of the web saw the only time when anyone actually “browsed” the web – nobody browses the web nowadays. People use the web to find answers and to be effective online you need to have a website that provides value – it must answer a need or question fast and better than anyone else, because there are plenty of competing sites eagerly waiting to “eat your lunch”.
  2. If people can’t find you – you will struggle. Ferrit and likewise allrealestate.co.nz (to a lesser degree) spent a lot of money on mainstream media hammering home the message of the brand. However not everyone is hovering over a keyboard when advertising images appear. Whereas by comparison when you are on Google and the #1 search result is your website then you get instant result – measurable and contextual. To understand the power and influence of search engine marketing in both natural and paid search form is fundamental in today’s business world.
  3. Web businesses require a culture of lean operation matched to fast learning. The web is a dynamic medium and needs to be constantly evolving, I think neither of these 2 websites operated in that style, rather they reflected large corporate structures (reported at 24 full time and 12 contractors for Ferrit) which burden the innovation and creativity required of the web. I heard only today of the “2 pizza rule” – never have a development team who you cannot feed with more than 2 pizzas at lunchtime.

I think the summation is we are seeing natural “Darwinian” evolution at work – aided by the current economic climate no doubt.

The web is used more and more by more people, more of the time – over half a million per week looking at real estate for example. To be successful you have to have relevant well presented, rich content; you have to have an intuitive and easy to use website that people talk about and refer – far more so than endless TV commercials or newspaper adverts.

2

Foreign buyers clearly recognise the leading website for NZ property

Posted on: January 12th, 2009 | Filed in Online marketing, Website news, Website searching

The online landscape for New Zealand property has radically changed in the space of a month with realestate.co.nz now firmly established as the most popular and most comprehensive website for overseas buyers.

With the closure of allrealestate effective 1st December and all referrals re-directed to realestate.co.nz the outcome was fairly certain – the scale of the visitors viewing NZ property from overseas was surprising. December is normally a much quieter month as people interest tends to turn towards holidays, families and Christmas.

International web traffic - NZ real estate Dec 08

A total of just under 113,000 unique visitor checked out properties on realestate.co.nz during the past month – some 80% more than the #2 site of Trade me property.

Source of international web traffic realestate.co.nz Dec 08The largest representation of visitors from among the 113,000 was from Australia closely followed by the UK and the USA, overall some 235 countries visited the website in the month. In total over 2.7 million pages were viewed by foreign visitors in the month across the 114,000 listings on the site.

5

Would you want to live in the President’s house?

Posted on: January 9th, 2009 | Filed in International, The lighter side

the-white-houseIt is called the White House and it certainly looks like the White House, however this 1,650 sq metre home is a replica and is for sale!

As reported in the New York Times the Iranian-American owner of the house has decided it is time to sell up and is looking for a reported US$9.88 million (that’s around $17m).

It is staggering to see the extent of the work undertaken to create a property that so closely mirrors the original, I cannot quite conceive of anyone in NZ seeking to build a model of the “Beehive” – not an official residence of course, but our own iconic vision of prime ministerial location.

Whilst I could not find the listing on any agent website (maybe they are keen not to have too many gaukers!) – it took me no more than 2 minutes with the power of Google maps to locate the property (can’t miss it really!). A valuable lesson in the empowering of consumers as property buyers through advancements in the web. The property address for interested prospective buyers is:

3680 Briarcliff Rd NE, Atlanta, DeKalb, Georgia 30345, United States.

View Larger Map

22

A higher degree of certainty appears to be creeping into the property market

Posted on: January 7th, 2009 | Filed in Media commmentary, Money Matters, Real Estate Industry

istock_000006631415xsmallMedia speculation of the prognosis for this year’s property market has in my view started with a very level headed perspective – and I thank Anne Gibson of the NZ Herald for that.

For whilst the headline may be designed to capture the attention “House prices – how low will they fall?” – the substance of the contributors comments show a higher degree of alignment and with that I would judge comes a degree of certainty and stability – something that was significantly lacking in 2008.

The key comment from Tony Alexander (BNZ)Although sales remain very weak they may almost be at their cyclical low and some improvement is likely before the middle of 2009” reflects well the sales statistics which will see the final number for 2008 at around 56,000. This is an all-time low and likely-as-not will see an improvement in 2009 mainly as a function of the fact that there is always a segment of the market that has a need to move house, rather than a simple “want”.

On property prices whist there is no complete consensus, the trend expressed by all commentators is for a fall in prices in 2009 – that group includes the Real Estate Institute. Whilst extreme views will always exist the main body of opinion expects to see prices down in percentage terms by single figures rather than double digit falls.

It is interesting to apply the percentages to the median prices to see what might be the outcome in real terms. Remembering the current median price as reported in November was $337,500 and the peak of prices was at $352,000 which was in November 2007, so prices are down 4.1% from the peak.

  • The Reserve Bank estimates that by end of 2010 prices will fall in real terms by 16% from the peak – that would see the median price at $295,680
  • REINZ expresses a view of a fall of between 5% and 10% this year, that would see prices at this time next year of between $303,750 and $320,625
  • The BNZ is stating a further 5% fall in prices this year, that would see prices at this time next year of $320,625
  • UBS economist Robin Clements expects prices this time next year of $299,200
  • Brendan O’Donovan Westpac’s chief economist expects this year to see a 5% fall to $320,625

Whilst the world is still facing economic uncertainty and growth is at best slowing considerably and as stated earlier in terms of NZ property there is no complete consensus on price expectation, I think there is some valuable take-away from the fact that there is a sense of certainty of the direction and general scale of price falls for the year ahead. This could well assist the market as a large component of the stagnation of the market in 2008 was directly attributable to uncertainty in the minds of property owners.