Sunday, August 29, 2010

Home Sales Perk Up, but Expensive Houses Languish - TIME

Home Sales Perk Up, but Expensive Houses Languish

Halstead Country Living

The "good" news in the housing market is that more homes are selling. The number of existing homes sold in May was 2.4% higher than the number sold in April, which itself was higher than the number sold in March. (Those figures, from the National Association of Realtors, are annualized and seasonally adjusted.) Yes, prices are still falling, thanks largely to foreclosures and short sales, but at least the market is starting to show signs of life. New data from the S&P/Case-Shiller 20-city home-price index indicate that home prices in April dropped less than they did in March, when compared with a year earlier.

Just don't pull out the noisemakers quite yet. The segment of the market that's reviving is very narrow. In May, some 29% of sales were to first-time home buyers. The federal government's $8,000 first-time home buyer tax credit provided a lot of the boost. That means if you're trying to sell a house that a first-time home buyer probably wouldn't purchase — anything that's not priced as a starter home — you're not likely to feel the benefit of a faster moving inventory. And if you're trying to sell a high-end house, you're really out of luck. (See high-end homes from across the country that, despite steep markdowns, just won't sell.)

The way the housing market has stratified can be clearly seen in Howard County, Maryland. After falling for six months in a row, the number of contracts signed by buyers ticked up in January, and has been rising ever since. The problem, though, is that almost all of the activity is among the lowest-priced homes. In May, sales of houses under $300,000 (for the D.C. suburbs, that's low-priced) jumped 41%, as compared to the same month last year. Sales of houses $300,000 and above, meanwhile, dropped by 26%. The super-high-end is particularly grim. At the rate houses worth more than $700,000 have been selling, it will take three-and-a-half years to get rid of the existing inventory. And that's not including new houses that come onto the market. (See pictures of Americans in their homes.)

"People are scared, they aren't buying the big stuff," says Pat Hiban, a real estate agent at Keller Williams in Howard County's Ellicott City. "The sweet spot is in the low range." In 2005, Hiban's team sold 10 houses worth more than $1 million dollars. So far this year, they haven't sold any. That's why Hiban, like agents across the country, has retooled his business to target homebuyers of more modest means. "I'd rather have five sales for $200,000 than to sit and wait for $1 million," says Hiban, who now markets to first-time buyers and takes foreclosure listings from nine different banks. (See 25 people to blame for the financial crisis.)

Out in Scottsdale, Arizona, Gayle Henderson, a real estate agent at RE/MAX Excalibur, still works with the high end of the market, but today that job takes a different shape. She was recently approached by Luxury Home Magazine to write a piece on short sales — that is, selling your house for less than what you owe on your mortgage. "What might have been selling at $2 million two years ago could be selling for $1.2 million today," says Henderson. Compounding the problem: people who buy expensive homes often want them as second homes. Those folks are most certainly gone from the market, which means an even smaller pool of buyers.

Then there is the financing issue. The federal government has done a lot to try to keep interest rates low — like buying up mortgaged-backed securities from Fannie Mae and Freddie Mac — but loans over a certain size are often exempt. The rates on "jumbo" loans (generally those that run about $417,000) have historically been about .25 percentage points higher than on regular mortgages. That spread jumped all the way up to 180 basis points last fall, according to data-tracker HSH Associates — but has since settled down to about 100. Still, that's a big added expense. Plus, consider that for houses worth more than $1.5 million or so, banks are likely to look for a down payment in the 30% range. (See 10 things to buy during the recession.)

The result — since expensive houses tend to sit next to other expensive houses — is certain neighborhoods practically become no-sale zones. Rich Toscano, a financial adviser at Pacific Capital Associates in San Diego, crunched listings data for his metro area and found that while sales for the 20 most-expensive zip codes were down 8% in May, compared to a year ago, sales in the 20 cheapest were up 37%. Try to sell a house in Chula Vista and you're good to go — but don't expect much luck in La Jolla. Of course, what houses are selling for is a whole other question. Homes in those 20 least-expensive zips average sale pries are down 30%, while the high-end areas only saw an average drop of 12%. An uptick in sales hasn't affected all price points evenly — but in certain ways, maybe that's a good thing.

See pictures of expensive things that money can buy.

See 10 ways your job will change.

Seller Financing can move houses and preserve Seller's Equity, whille assist Super Jumbo Buyers get financing that is not possible in this non-lending Residential Luxury Home Market! Call me Brian Gibbons 626 318 0599 to assist you in Seller Financing Luxury Homes.

Posted via email from Brian Gibbons REISkills.com's posterous

A Beneficiary of the Housing Bust: Apartment REITS - TIME

A Beneficiary of the Housing Bust: Apartment REITS

Ocean / Corbis

With much of the country's attention focused on the meltdown in the housing market, rising foreclosures and the economy's wheezy recovery, one unlikely sector has been quietly and steadily posting high returns to investors.

So far in 2010, apartment REITs, which own and develop rental apartment buildings, have delivered total returns, which includes dividends, of 25.5%, far outpacing the S&P 500, the Dow Jones Industrial Average, Nasdaq and the Russell 2000, which are down 2.7%, 2.1%, 3.9% and 1.6% respectively. Among industry groups, only gaming stocks have offered comparable returns. (See the best business deals of 2009.)

Why apartment REITs?

Many of the issues that are decimating the housing sector are the same ones spurring activity in the rental market. Rising foreclosures, tough lending standards, and uncertainty over how much further home prices will fall are all taking a toll on housing demand, with the national homeownership rate tumbling to 66.9% in the second quarter — its lowest level since the fourth quarter of 1999, according to the U.S. Census bureau. The rate peaked at 69.2% in the fourth quarter of 2004, and economists predict it could slip to 64% within the next few years.

"For every 1% decline in the homeownership rate, you get over a million potential new renters," says Richard Anderson, a managing director at BMO Capital Markets.

No matter that mortgage rates are hovering near historic lows. Today, most renters are content to sit in their apartments until a definitive bottom in seen in housing prices. This is causing demand for rental apartments to increase. "They (apartment REITs) have shown consistent improvement quarter over quarter sequentially...since the end of 2009," says Bob Gadsden, a portfolio manager at Alpine Realty Income & Growth Fund, which holds shares in apartment REITs. (See high-end homes that won't sell.)

And the rent-over-own cycle doesn't appear to be over: Sales of existing homes in July plunged 27.2% from June and 25.5% from July 2009, marking the lowest sales level since the National Association of Realtors began tracking the data in 1999. NAR's chief economist, Lawrence Yun, is predicting this slow sales pace will likely continue through September and then improve, but many consider that to be a rosy forecast in late of the latest housing statistics. Worsening the outlook — America's unemployment rate remains at a lofty 9.7%, with weekly claims for unemployment benefits ticking up in recent weeks, and the number of foreclosure filings rose another 3.6% between June and July.

Partly as a result of all this housing grief, apartment REIT management teams have been raising their earnings outlook. "This is one — if not the only — healthy sector out there that's showing some elements of pricing power," says Bill Acheson, a senior analyst at the Benchmark Company. "So far this year, we've seen increases in occupancy and we've seen a turn in rent rates from big negative numbers to actually positive sequential numbers." (Comment on this story.)

Of course, apartment REITs, like other sectors, took a beating in the recession. Most were forced to slash rents and offer perks and incentives, such as free health-club memberships, in order to retain tenants and attract new ones. Occupancy averaged 94.5% during the recession, noted Acheson, but rents plunged anywhere from 15% to 40% from their peak, depending on the market, says Anderson.

However, surging demand in recent months as well as the credit crunch — which limited the construction of new apartment buildings — is now allowing apartment REITs to start raising rents again. "There's no question that rents are recovering... and the recovery is happening sooner than expected," says Anderson. (See which businesses are bucking the recession.)

Investors began jumping into the sector in the third quarter of 2009 as apartment REIT management teams began reporting increased demand and offering rosier-than-expected earnings outlooks. The sector rallied, posting total returns of 30.4% in 2009, reversing the negative 25.1% return reported in 2008. In the 2010 second quarter, the sector posted its first sequential quarter-over-quarter increase in net operating income since the fourth quarter of 2008, and industry experts expect year-over-year growth to come as early as the third quarter.

So is this the stock group to ride into the future? Most industry experts are bullish about the sector's growth through the second half of 2010, but aren't so sure about 2011. Much will depend on the extent to which job growth picks up.

"There's only so much you can do without real job growth," says Acheson. "At the end of the day, that is the driver of apartment demand."

Gadsden believes the sector is now pricey, with much of the frothy outlook being baked into the current stock prices.

"We're bullish on the fundamentals," he says, "but the valuations keep us from getting more heavily invested at this point."

Posted via email from Brian Gibbons REISkills.com's posterous

Mortgages - Rethinking Adjustable-Rate Mortgages

But if you took out a five-year ARM, which has a fixed rate for the first five years, in mid-2005, that risk would have paid off. Compared with a 30-year conventional loan at the prevailing rate of 5.64 percent, a loan of $417,000 would have saved you roughly $10,080 in mortgage payments by now, assuming a five-year ARM rate of 4.99 percent, said Michele Raab-Francis, chief executive of Safe Harbor Capital, a mortgage broker in Bellport, N.Y.

With mortgage rates and many financial indexes low, and the economy showing no signs of a quick recovery, current ARM borrowers face an interesting choice. If they keep their loans, they may well have lower payments in the next year than those who have fixed-rate loans.

After the initial period, most ARMs are adjusted annually, at rates typically tied to one of three indexes: the one-year Constant Maturity Treasury Index; the Cost of Funds Index, known as the Cofi; or the London Interbank Offer Rate, known as the Libor. Borrowers whose ARMs are linked to the Treasury Index, for instance, would face one year of payments at a roughly 3 percent interest rate, according to Keith Gumbinger, a vice president of HSH Associates, a financial industry publisher and consulting firm. The Treasury rate may remain low since it generally rises when the economy strengthens.

Another option is refinancing to a fixed-rate loan while rates are at historic lows. Ms. Francis says this is especially popular with borrowers who have ARMs adjusted according to other indexes or have terms that allow for sharper interest rate spikes. But the cost of refinancing may be steep, especially in New York, where borrowers must pay a mortgage recording tax.

Ms. Francis suggested one other choice: converting the terms of an ARM with a current lender.

That is more feasible for borrowers who took out loans from regional banks and depositories instead of larger lenders like Citibank. Depositories tend to keep the mortgages on their books instead of selling them to investors.

Ms. Francis says these institutions will sometimes convert an ARM into a fixed-rate loan for a flat fee amounting to much less than the closing costs of refinancing. “It’s definitely worth it to at least call your lender in that circumstance,” she said.

For borrowers who want a jumbo loan — $729,750 or more in the greater New York area — an ARM may make more sense than a fixed-rate loan, she said.

Borrowers with excellent credit who need a $2 million loan, for example, can qualify for a 3/3 ARM, in which the rate resets every third year, at roughly 3.125 percent. That saves the borrower around $100,377 over three years, and when the loan adjusts in the fourth year, the rate can increase to no more than 5.5 percent — the same as the prevailing fixed rate jumbo loan today.

Some ARM borrowers hoping to refinance to a fixed-rate loan may be rejected if their homes are found to have lost too much value. But Anthony Hsieh, chief executive of LoanDepot.com, an online lender, said they might qualify for new loans.

For instance, Fannie Mae and Freddie Mac administer the federal government’s Home Affordable Finance program, in which borrowers whose mortgages exceed their homes’ value by as much as 25 percent may still qualify for a new loan. To qualify, a borrower’s current loan must be owned by either Fannie Mae or Freddie Mac. (You can find out if that is the case at fanniemae.com/loanlookup, or freddiemac.com/mymortgage.)

Borrowers must also be current on their loan payments, and the new loan must be deemed to put the borrower in a more financially stable situation than the old mortgage. Partly for that reason, borrowers whose mortgages exceed the value of their homes by more than 5 percent cannot refinance to an ARM.

Posted via email from Brian Gibbons REISkills.com's posterous

Thursday, August 26, 2010

Chicago Fed Explores Effectiveness of Home Buyer Counseling

Chicago Fed Explores Effectiveness of Home Buyer Counseling

by Jann Swanson on
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Federal Reserve Bank of Chicago President Charles Evans pointed directly to a major problem with the economic system in a speech before the Indianapolis Neighborhood Housing Partnership on Wednesday: a serious deficit in the country's financial literacy.

His solution, however is aimed less at eliminating that illiteracy than at incentivizing it in appropriate directions.

Evans spoke at the Indianapolis Neighborhood Housing Partnership (INHP) Community Breakfast on the roots of the housing crisis and current plans to end it, but his speech differed a bit form the formulaic presentation given over and over by financial and housing officials.  While others have pointed to the use of inappropriate mortgage products as one cause of the crisis, rather than vilify these products such as option mortgages or those with zero amortization, Evans made room for them at the table.

"While economists usually give great respect to individual choices," he said, "in this case it seems that many borrowers made poor choices and that at least some lenders abetted those poor choices."  Evans said that people who had no business getting exotic mortgages not only got them, but got them without any verification of their ability to pay.  There are two policy approaches to insuring that a housing meltdown does not happen again.  One would be the imposition of stringent regulations that eliminates those inappropriate products.  This would certainly prevent unqualified borrowers from obtaining them, but these products might be perfectly appropriate to certain people and certain situations, so strict regulation could have some real costs.

An alternative, he said, would be to place few restrictions on the choices available to borrowers but to better educate them about home ownership and mortgages.  "This would make borrowers better prepared to make informed financial decisions.  Such an approach might keep those who should not have exotic mortgages from getting them while leaving such mortgages available to the small group of people for whom they are appropriate. 

In effect, Evans was preaching to the choir.  INHP operates an innovative financial coaching program which has been the subject of a Federal Reserve paper on the subject, a fact which Evans alluded to in his speech.  However, he said, "The big question is whether financial education can work."

Chicago Fed staff has recently undertaken a review of studies evaluating the effects of financial education and they found that the evidence on its effectiveness is mixed.  Some programs have improved financial outcomes due to increased financial literacy however other programs are less successful.  Evans said that, while more research is needed, his own opinion is that programs must be very well designed and rigorous.  Further, he said, it is an open question as to whether effective programs can be implemented on a wide scale at reasonable cost.

The INHP program was included in that evaluation.  It is aimed at low-and moderate-income households, and designed to prepare them for home ownership.  Under the program, prospective homeowners are assigned a coach who will work with the client for up to 24 months to provide guidance and education on money management, improving credit scores, reducing debt, negotiating collection balances, and saving for a down payment on a home.  In addition to monthly meetings with the coach, the client also attends formal classes.   While the program is completely voluntary, it has strict requirements and clients who do not fully participate may be asked to leave.   Evans said an important component of the Indianapolis program is its continuation following the home purchase and involvement with the client should problems arise.

Other research had already showed that the INHP clients improved their credit scores during counseling, making them better candidates for mortgages, but the Federal Reserve study indicated that the training did indeed translate into improved loan performance.  Compared to other borrowers, the INHP clients started the program with significantly lower FICO scores and lower incomes and had accrued smaller down payments.  Yet, despite their financial condition at entry, they had a lower default rate - 3.8 percent compared to 6.4 percent - than other borrowers over the course of a year.  When researchers controlled for an array of additional influences, the differences grew.  The 12-month default rate was typically 8 to 9 percentage points lower than for comparable borrowers who had not participated in the INHP program.

However, Evans said, the success of counseling is certainly not guaranteed.  Fed researchers also looked at a counseling program in Chicago created under a mandate by the Illinois Legislature.  The law grew out of concerns that predatory lenders were taking advantage of naïve, less sophisticated borrowers in certain markets and required that mortgage applicants with low credit scores and those taking out nontraditional high risk mortgages in certain zip codes undergo a brief counseling session with a HUD-approved counselor before closing on the loan.  The session, which typically occurred a few days prior to the closing, was designed to educate the borrower about the terms of the loan and to discuss whether that product was appropriate for the applicant.  The Fed researchers found that the counseling had little effect, "perhaps unsurprising," Evans said, "given its extent and when it took place.  Increasing participants' financial sophistication is not easy."

There were, however, some positive effects from the program.  The researchers found that fewer high-risk loans were originated because some lenders preferred to exit the market rather than having their mortgage terms scrutinized by counselors and being accused of predatory lending.  Other dubious loans were not made because borrowers opted for alternatives to avoid the mandatory counseling.  "While one can argue that this decrease in the supply of mortgages had a downside in terms of decreasing borrowers' choices, the analysis found that the borrowers who were able to obtain mortgages performed significantly better than similar applicants in zip codes without the counseling requirement.

Evans pointed out that the two programs each affected the performance of loans, but they did so in quite different ways; one by affecting the behavior of potential borrowers which helped their performance on their mortgage arrangements, the other had a positive result because some lenders avoided the new environment and some borrowers choose products that did not require counseling.

"These findings fit quite well with the principles of a relatively new school of thought known as behavior economics, which recognizes that people frequently make substantial mistakes in their economic decisions," Evans said.  "In fact, these mistakes are so systematic that it is possible to alleviate many of their worst consequences by marginally adjusting the context in which the decisions are made.  The costs resulting from the adjustment may be relatively minor and less costly, for example, than the consequences of prohibiting certain products altogether. In mortgage markets, prohibitions of products intended to "protect" borrowers could result in significant reductions in the availability of credit.  This could prove costly as it would preclude some qualified customers from obtaining higher-risk mortgage products that they readily understand and can repay.

But behaviorists would also argue, he said, that mass-scale counseling could be costly and difficult.  They would instead give consumers choices, but then incentivize them to make the proper choices.  He cited the Chicago example as one type of low-cost incentive to avoid the high-risk product by "nudging" borrowers toward the low risk option which would be the "proper choice" from a policy perspective.  "We may," he said, "look to behavioral economics more often as we evaluate new policy options aimed at avoiding the mortgage market problems we have seen in the recent past."

MND says: WHY NOT BETTER EDUCATE LOAN ORIGINATORS SO THEY CAN BETTER EDUCATE BORROWERS?


Posted via email from Brian Gibbons REISkills.com's posterous

Wednesday, August 25, 2010

July new-home sales fall to record low pace - MarketWatch

Economic Report

Aug. 25, 2010, 12:09 p.m. EDT

New-home sales drop to record low 276,000 yearly rate

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By Greg Robb, MarketWatch

A previous version misstated the percentage decline in new-home sales.

WASHINGTON (MarketWatch) -- Sales of new homes in the United States fell to all-time record low in July, as demand from consumers has dried up after tax breaks for homebuyers expired in April, the Commerce Department estimated Wednesday.

Sales dropped 12.4% to a seasonally adjusted annual rate of 276,000 in July, from a downwardly revised 315,000 in June.

The report was weaker than expected, with economists surveyed by MarketWatch expecting a slight increase to 339,000 annualized.

"The report shows the housing industry is still nursing a bad hangover," said Mitchell Hochberg, principal at Madden Real Estate Ventures in New York, in an e-mail.

"With shadow inventory, rising foreclosures, little job growth and more stringent access to credit, weak sales will persist and the industry's headache will linger," he said.

U.S. stocks retained losses after the report was released, with the Dow Jones Industrial Average (DOW:DJIA) in negative territory in morning action. See full story.

Top developers giving up on properties

Angela Pruitt explains why some of the largest commercial-property owners are defaulting on debts and surrendering buildings worth less than their loans, just like homeowners walking away from mortgaged houses that plummeted in value.

Government statisticians have low confidence in the monthly report, which is subject to large revisions and large sampling and other statistical errors. In most months, the government isn't sure whether sales rose or fell. The standard error in July, for instance, was plus or minus 10.8%.

Sales are down 32.4% in the past year.

Inventories of unsold homes remained flat in July at 210,000 for the second straight month. This matches the lowest level since September 1968 and represents a 9.1-month supply at the July sales rate, up from 8.0 month supply in June.

Once a home is completed, it is taking 11.3 months to sell it. In more normal market conditions, it takes five months, analysts said.

The number of unsold homes under construction fell 0.9% to 209,000 in July. This is the lowest level since February 1970.The supply of unsold homes on the market has plunged 23% in the past year.

Median sales prices fell 4.8% over the past year to $204,000. Average sales prices are down 13.2% over the same period to $235,300.

Another measurement of house prices, the Federal Housing Finance Agency's seasonally adjusted purchase-only house price index, rose 0.9% in the second quarter, the agency said Wednesday.

The new-homes report showed that sales fell in all four regions. Sales dropped 25.4% in the West to record low levels, and fell 13.9% in the Northeast, fell 8.3% in the Midwest and fell 8.7% in the South.

In a separate report, the Commerce Department said orders for durable goods rose a weaker-than-expected 0.3% in July, including an 8.0% fall in core capital equipment goods. See durable-goods order story.

Not Good!

Posted via email from Brian Gibbons REISkills.com's posterous

Thursday, August 12, 2010

How persuasive is your website’s copy? A simple, five-step checklist | Design Shack

How Persuasive Is Your Website’s Copy? A Simple, Five-Step Checklist

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Written by D Bnonn Tennant, On 9th August 2010.
Filed in Business.


As a web designer, you’re probably accustomed to obsessing over the layout and visual appearance of your designs. And if you’re like most, a site’s content is something you’d rather not worry about. But being able to identify weak web copy allows you to offer greater value to your client. By spotting major problems and helping him to solve them, you can position yourself as an expert who works with him…rather than as a labourer who works for him.

And if you know some basic principles for identifying and fixing weak copy, you not only increase your value to your clients—you increase your chances of getting them. Your own website will have stronger copy; more likely to persuade prospects to hire you.

So how can you tell if copy is weak? And what can you do about it if it is? Here are five foolproof questions to get you headed in the right direction.

1. Who is it talking about?

Whoever copy is talking about, that’s also who it’s talking to. Why? Because people are largely concerned with one thing: themselves. Thus, if you want to sell a chap on something, you need to talk about him. His problem, which you can solve. His needs, which you can fulfil. His desires, which you can help him achieve.

If your copy only talks about you (or your client), it will only be engaging to you. But if it talks about your prospect first, and then about how you can do something for him, it’s likely to be much more persuasive.

A good rule of thumb is that there should be lots of words like “you” and “your” for at least the first couple of paragraphs—and relatively few words like “I” and “me”.

2. What is it talking about?

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Many websites talk about things their prospects just have no interest in. XKCD gives us a recent example. It’s funny because it’s true—but not so funny if you’re in charge of designing sites like that. Not funny at all if your own site is like that.

For example, many web designers talk about their “passion” for web standards (passion? Really?), their ability to produce valid HTML and so on. But do their prospects care about—or even understand—these things? More likely they care about how adhering to web standards produces websites which get more customers, by ranking higher in search engines; and sites which get more conversions, by working across all browsers. If possible, ask your ideal prospects what they care about. Then tailor your message to that.

Remember that you need to not only talk about the benefits you can offer your prospect, but also give him reasons to believe you. Proof is very important in persuading someone that you’re a good, safe choice. The three strongest types of proof are:

  1. Testimonials. In most instances, nothing is stronger than the words of a satisfied customer. If you’re not sure how to go about getting some good testimonials, check out Sean D’Souza’s article, ‘Six Questions to Ask for Powerful Testimonials’.
  2. Case studies. A case study is a story of how you helped a client become more successful. Many designers have portfolios which show a lot of their prior work, but with little explanation. Showing fewer examples, but with more explanation, is typically more powerful. (To get started writing case studies, check out Simon Townley’s article on the topic.)
  3. Articles. Nothing says “I’m an expert” like practical, high-quality articles about your area of expertise. Ideally, pick problems your prospects can relate to, and demonstrate how to solve them. As you give away more and more useful information, people assume you know more and more; and your value increases in their eyes. You don’t have to write often to use this tactic—even just once a month is plenty as long as you’re producing quality content. It’s even better if you can get published on sites which are recognized as authorities in your field (like this one). Whitepapers and free reports are great variants on the basic article.

3. Who is doing the talking?

The strongest copy has a single, clear personality. It’s not written as if a committee were speaking to a general audience. Rather, it sounds as if a single representative were speaking to a particular prospect. Your copy should read exactly as if you were having a conversation with a customer about his needs—about how to solve them.

Sadly, this style of writing is used by few businesses. And in a way, this poses a challenge for freelancers. We feel as if we must sound “professional” and “impressive”—and we think this means using the same style as most corporate websites. Speak like an Oxford professor writing a dissertation. Say “leverage” or “utilise” instead of “use”. But how appealing do you find that language? Oh, you think it sounds pompous and stupid? Damn right it does. So speak naturally instead, like I am right now. Advise your clients to do the same. If they dare, it’ll lift their response rates a lot.

4. How does it start?

You probably already know that your prospect will make a snap decision within a couple of seconds of opening your site: either stay and look, or close and move on. After that, you’ve still got only a few seconds more to persuade him to stick around long enough to be converted.

Although there are obvious design considerations which affect your prospect’s decision, the overriding factor is the headline. It’s the first thing your prospect usually reads—and what it says decides whether he’ll continue into the copy or not. So it goes without saying that the headline should be as compelling as possible. Yet many designers settle for big friendly welcomes that really don’t speak to a prospect’s needs or desires.

How do you tell whether a headline is good—without being a copywriting expert, and without just relying on your own (possibly unreliable) intuition? There are four simple questions you can ask. If the answer is “no” to one or more, the headline is weaker than it should be:

  1. Is it useful? Does it offer or imply a clear benefit for your ideal prospect (not some other guy) if he keeps reading? Does it speak to the issue which is foremost in his mind—the issue he came to your site to solve? Headlines which start with “how to” or “why” are usually very successful, because they imply that the copy will be useful.

    For example, the headline Why most new websites fail will probably be very interesting to someone thinking of building a new website. He wants to succeed—so he really wants to know how to avoid being one of the “most” who fail! But we can make it even stronger by adding more usefulness: Why most new websites fail…and how to ensure yours doesn’t.

  2. Is it urgent? Does it get your prospect wanting to read on by appealing to his self-interest? Does it suggest some kind of undesirable outcome if he doesn’t immediately read what you have to say? Or some kind of desirable outcome if he does?

    Urgency often comes naturally with usefulness—but you can increase it by trying to find the strongest way of saying what you want to say. For example, our headline can be made to sound more urgent by adding a bit of visual imagery: Why most new websites go belly up…and how to keep yours afloat. Check out thesaurus.com if you’re stuck. That’s what I do.

  3. Is it ultra-specific? Specificity increases both the credibility and the curiosity factor of a headline. Like, a lot. Watch what happens when we add some specificity to our imaginary headline: Why 78% of new websites go belly-up…and how to keep yours afloat.

    That figure is pretty intriguing, right? “Most” could mean a lot of things…and we suspect it’s probably a bit of an exaggeration. But 78%? That’s clearly a figure based on some kind of research. A study must have been performed to find it out. We’re a lot more inclined to believe it straight up. Plus, it’s pretty high! Not only do we really want to know why so many websites fail, but we also realize that the odds are against us if we don’t read the copy.

    But wait—there’s more! Specificity stacks: we can add more in to get even more credibility and curiosity. Like this: Why 78% of new websites go belly up within 18 months…and three simple steps to keep yours afloat. (Notice how I also added to the usefulness factor by specifying “simple steps”.)

  4. Is it unique? It doesn’t matter how useful, urgent or ultra-specific a headline is…if it’s not saying something your prospect hasn’t heard before. For example, if it’s common knowledge that 78% of websites fail within the first 18 months, our headline is never going to make much impact. Even worse if everyone knows the three steps to take to avoid this. (By the way, this is all totally fictitious—I don’t think 78% of websites fail, and I don’t know three ways to avoid it!) So make sure you have a unique angle. Be sure you know what your competitors are saying—so you can say something different.

If you’re interested in learning more about writing magnetic headlines, check out Brian Clark’s excellent tutorial series on Copyblogger.

5. How does it end?

Sandy Blum said, Take a great beginning and a great ending…and put them as close together as possible! You now know what a great beginning looks like—so what makes a great ending?

It’s pretty simple really. Once you’ve drawn your prospect in, talked about his problems, and proved how you can solve them, you need to make an offer. Tell him exactly what you’d like to do for him—and what he has to do to accept. Generally, this means encouraging him to contact you. In doing this, make sure you stick to three vital rules for getting good conversion rates:

  1. Make it clear. Now that your prospect is convinced he wants the amazing benefit of your services which he’s just learned about, you need to be sure there’s absolutely no doubt in his mind as to how to make it happen. Make a strong offer, and issue a clear call to action. Make sure the CTA starts with a verb (an action); make sure it encourages him not to delay; and make sure it uses language he is expecting. The old classic, Click here to contact me now, is still hard to beat in terms of raw conversion rates.
  2. Make it easy. Surprisingly, a lot of businesses (including web designers) still only offer their phone numbers and email addresses on their websites. You definitely need to include those, because some prospects will want to use them. But an inline contact form makes it far easier for a prospect to convert. It also encourages immediate action; thus pushing conversion rates up. Be sure to only ask for information you absolutely need, though. People are very disinclined to fill in forms that ask for information that’s obviously not necessary.
  3. Make it a no-brainer. Your prospects are way more likely to convert if they literally cannot lose. Even more so if they get an obligation-free benefit. Strong guarantees, free gifts and the like will always increase conversion rates. Few designers offer any kind of guarantee—possibly because they don’t want to get taken advantage of. But it’s definitely worth considering. Similarly, although many designers offer free initial consultations (it’s hard not to as part of the sales process), few of them position this as a unique benefit. Rather than talking about a free initial consultation, why not take your existing evaluation process and turn it into a checklist—then offer a free site audit worth $97 or similar?

Conclusion

This is by no means the final word on spotting (and writing) strong copy. It’s just an introduction to some of the basics. But it should give you sound principles to rely on—principles you can use to add extra value to your services, and extra oomph to your own website. And hey, if that works out for you, there’s plenty more to learn. I’ll be following the comments here, so feel free to ask questions—or check out my website for a lot more information on writing better and more persuasive copy.

Like the article? Be sure to check out the author’s bio page.

Nice article for Web Digners! Like me!

Posted via email from Brian Gibbons REISkills.com's posterous

Top Canadien real estate investment opportunities: Surrey, Maple Ridge and Pitt Meadows make top 10 cities list

When investing in real estate, sometimes it’s necessary to look beyond your own backyard. The Real Estate Investment Network (REIN), a national organization of investors, has compiled what it says are the top 10 Canadian cities in which to invest. Few are major cities and some are surprising. Don Campbell, president of REIN, as well as one of the researchers on the study, says the results are based on factors such as planned transportation improvements, or if the area’s average income, population growth and job growth are increasing faster than the provincial average.

Oddly enough, nothing east of Ontario shows up on the list, and while Mr. Campbell says cities like Halifax, Saint John and Moncton “still provide decent returns,” the top cities are ones that will outperform the national average between 2010 and 2015.

1. Calgary

Calgary is “poised to outperform the average by a wide margin,” says Mr. Campbell, making it the top-ranked city.

After two years of declining average resale housing prices, the Canada Mortgage and Housing Corp. has predicted they will increase year-over-year in 2010.

The REIN report credits the downturn to a much-needed correction, and that it was “economically impossible for the [Calgary] market to continue at the pace at which it was heading.” But now that it is coming out of the recession, along with economies elsewhere, Calgary’s strengths in producing food, fuel and fertilizer will boost its growth.

“Calgary is in a unique economic and geographic position to take advantage of the direct and indirect jobs this increase in demand will create,” says Mr. Campbell, who adds that with strong in-migration and renewed affordability, the city provides a good buying window for long-term investors.

2. Kitchener-Waterloo-Cambridge, Ont.

REIN refers to Canada’s Technology Triangle as the “economic Alberta of Ontario.” That means KWC is not only seen as the economic engine of the new Ontario economy, but also that it “will outperform all other major regions in eastern Canada,” Mr. Campbell says. For indicators, he points to job growth, student growth and a new light rapid-transit system.

3. Edmonton

Edmonton sits near the top of the report’s list because of its future potential. Calling it a “perennial overachieving market,” REIN says the city is a “growing market, [with] an increasing population, and a forward-looking leadership.”

It will also be the main benefactor of energy development in Western Canada, says Mr. Campbell, resulting in a “very affordable, strong rental market with strong in-migration from across Canada.” Major infrastructure improvements, such as the ring road and LRT expansion, will be key.

4. Surrey, B.C.

British Columbia’s second-largest city is growing so fast it could become even bigger than Vancouver.

“Just a decade ago, it was known as the punch line to many a joke,” Mr. Campbell says. But with two border crossings to the United States, links to five major highways, deep sea docks and four railways, Surrey is a prime location to do business, he says.

Although there may be a strong rental market, it’s a city that requires a closer examination, taking “neighbourhoods and even the street’s characteristics into consideration when deciding where to purchase,” REIN warns.

5. Maple Ridge & Pitt Meadows, B.C.

The Translink and Gateway Project infrastructure improvements have made these B.C. towns the “most accessible regions in [Vancouver’s] Lower Mainland,” the report says. They’ve come a long way, Mr. Campbell says. The unofficial motto of Maple Ridge used to be “You can’t get there from here.” As a result of poor infrastructure in the past, property values have been historically low in this area. But with the improvements, it’s predicted an additional 400 business will move into the area, REIN says, improving the demand for both residential and commercial property.

6. Hamilton, Ont.

“The perception no longer matches the reality of Hamilton,” Mr. Campbell says. “The city’s leadership, as well as local business owners, have transformed what was once a rough-and-tumble steel town to a city with economic vitality, diversification and population growth.” REIN applauds Hamilton’s leadership as being innovative in revitalizing the city, adding Hamilton

“has beaten its overall building permit value for the second year in a row.”

7. St. Albert, Alta.

“Long thought of as a satellite of Edmonton, St. Albert is poised to be the biggest benefactor of the new Edmonton Ring Road,” says Mr. Campbell, who adds that as the transportation access improvement is completed, the city will begin to experience “a flood of not only new residents, but also the relocation of companies and jobs into town.” Other attributes of the city include consistently low vacancy rates, high rents and strong property value increases. It also helps that the city has “turned itself into a major retail centre for the northern region while adding to its industrial and commercial job base,” REIN says.

8. Barrie & Orillia, Ont.

These two cities have been shedding the perception of being just cottage country and have become a “hot bed for growth,” Mr. Campbell says. University and college expansion campuses have brought new life to the area, and the addition of Go Train access has made them viable commuter towns for the Greater Toronto Area, REIN says. For investors, this all adds up to healthy property appreciation, a respectable vacancy rate of 4.7% and the youngest residents on average in a given Census Metropolitan Area (CMA).

9. Red Deer, Alta.

In the centre of the Edmonton-Calgary corridor, Red Deer is not close to either. But REIN suggests reviewing city plans, as there will be a lot of hidden opportunities. “The whole central Alberta region has witnessed very strong population and job growth, as well as a real estate market that has continually outperformed most other regions of the country,” Mr. Campbell says. He adds that with a continually expanding industrial and commercial job base, Red Deer is in a good position to “take advantage of the inevitable growth in demand for food, fuel and fertilizer.”

10. Winnipeg

Winnipeg is often left off the real estate investment radar, but Mr. Campbell says it’s a good city for “consistent economic performance — not too high during booms and not too low during downturns.” But people should stick to buying top-quality properties. REIN also notes that housing prices, after dipping last year, are back to double-digit increases, which could “lead to an influx of inventory on the market.” But with one of the lowest vacancy rates in the country, at 1.2%, there is room for movement. Another positive factor for the city is international immigration is expected to increase under the provincial nominee program being undertaken by the government.

Financial Post

© Copyright (c) National Post

Posted via email from Brian Gibbons REISkills.com's posterous

Wednesday, August 11, 2010

Vulture investors are back and making a bundle - Yahoo! Real Estate

NEW YORK (CNNMoney.com) -- These are the glory days of the residential real estate investor. Low prices, rock-bottom interest rates and stable rental markets have created huge buying opportunities.

"It's awesome right now. I don't think we'll ever see another time like this," said Tanya Marchiol of Team Investments, which has operations in about 10 states but focuses mostly on the Phoenix market.

vultures

These investors are known to many as vultures because they swoop in and buy "distressed properties" -- foreclosures and short sales -- cheap. Places like Las Vegas, Phoenix and Miami are popular because home prices there have dropped as much as 70%.

But how they're investing has changed. In the boom years, they would buy a property and flip it for a quick cash out. Today, they are holding and renting for hefty, steady incomes.

MORE AT CNNMONEY.COM

Once they analyzed their decisions based on home-price appreciation, which is very speculative. Now they consider potential rental profits, which is far more stable.

Back then, they flipped often and helped to bid up home prices into a froth. Now, the investors say, they can be a part of stabilizing neighborhoods.

"People are not in it to flip like back in the old economy," said Matt Martinez, an investor and author whose new book, "How to Make Money in Real Estate in the New Economy" comes out next February. "The new economy dictates that you have to have a long time horizon."

Marchiol, for example, does not even factor in home price appreciation for at least a year. After that, she calculates only a 3% annual increase -- a return that won't turn heads of investors who only want to buy low and sell high.

Marchiol just purchased four separate four-plexes in North Phoenix. Three years ago, each four-unit building sold for $310,000; she paid just $70,000 per building. She intends to spend about $64,000 rehabbing the properties, making her total investment $344,000.

In total, she currently owns about 17 rental units. Usually she buys the properties to keep herself, but she also works with a group of investors who are intent on holding them and renting them out. She can spot the deals and then sell to them.

For example, with her North Phoenix buildings, the investors will buy the buildings for $95,000 each. They'll put 20% down and finance the rest, about $76,000 per building.

At today's low interest rates, they'll get a near 5% loan. That yields a payment of about $400 a month. Figure another 10% of the price for property management, 10% for maintenance, an 8% vacancy rate, taxes, insurance and other home ownership expenses, and you're talking about a monthly nut of roughly $1,300.

Marchiol projects the apartments will rent for $600 a month each, for a total rent roll of $2,400. That gives the owners a profit of $1,100 per month and $13,200 per year -- a nearly 70% annual return on investment.

Although conditions are very favorable, investors have to be adaptable because the market is evolving rapidly. In Phoenix it's changed in just the past six months. Foreclosure auctions are no longer a fertile hunting ground for

Foreclosed, homeless, but fortunate

"Amateurs have come in and run up the prices," she said. "In 2009 I bought 76 properties at foreclosure auctions, at an average of about 60 cents on the market dollar. This year, I've bought four."

Glenn Plantone faces a similar situation in Las Vegas. A veteran real estate broker and investor, he has switched from buying mostly foreclosures and repossessions to short sales almost exclusively. That's because the inventory of distressed properties available in Vegas is way down, to about a two-week supply.

"The banks make better profits with short sales, so they're not foreclosing," Plantone said. "They've switched staff to processing short sales and they've gotten faster at processing them."

He tries to purchase properties for at least 10% less than what he considers to be true market value, then he does some light rehabilitation and sells them to some of the 3,000 buyers he works with.

Since prices have fallen about 70% in some Vegas communities and rents have only declined by about 20%, it's possible for his investors, who are cash buyers, to make money from the first month the homes are rented.

"We're getting cash flow (net return on investment) of 12% to 14%," he said.

He doesn't completely ignore potential profits from home price appreciation because he believes the town is bouncing around the bottom. (Homes already sell for below what it would cost to build new homes.) He does not, however, emphasize that aspect of the investment.

It's the income from rentals that's paramount right now.

The beauty of cash flow, of course, is that even if the prices decline another 10% or 20%, the investors should be able to live with that.

"I tell them to plan on holding for five years," he said. "With cash flow, there's no need to worry about price drops." To top of page

Not in California tho! Brian

Posted via email from Brian Gibbons REISkills.com's posterous

Monday, August 9, 2010

California Real Estate - BusinessWeek - Business Exchange

The most active stories in this topic based on user activity.

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San Diego has gotten used to climbing housing prices — 13 months by one count — but that might soon end.

signonsandiego.com. Added to topic by Dennis DeSouza on August 4, 2010

The home at 4822 Kron Ct. is perhaps Irvine's most notorious, and its zany history encompasses everything from the...

ocregister.com. Added to topic by Drew Hartanov on August 3, 2010

People who price their homes to the market can sell them, which means taking neighborhood foreclosures and short sales...

USA Today. Added to topic by Dennis DeSouza on July 30, 2010

Huntington Beach homes in default on loans and scheduled to go to auction. Dates are frequently postponed and can be...

huntingtonhomes.ocregister.com. Added to topic by Drew Hartanov on July 29, 2010

San Diego’s increase was the second highest of the 20 metro areas surveyed, says the latest Standard & Poor’s...

signonsandiego.com. Added to topic by Dennis DeSouza on July 28, 2010

Imagine if your home was surrounded by dozens of empty houses, each falling into disrepair following a rash of local...

Real Estate Webmasters Blogs. Added to topic by Drew Hartanov on July 26, 2010

Many first-time buyers of Orange County real estate have budgeted their money down to the last penny and leave no room...

guidetolocalrealestate.com. Added to topic by Drew Hartanov on July 26, 2010

Congress recently extended the home buyer tax credit closing date to September 30. The measure would give more time to...

hartanovteam.com. Added to topic by Drew Hartanov on July 26, 2010

Last year this Huntington Harbour home was a “fixer upper” on the market at $2,389,000. Nope, you don’t need glasses.

huntingtonhomes.ocregister.com. Added to topic by Drew Hartanov on July 21, 2010

San Diego County had fewer mortgage defaults and foreclosures in the second quarter than it has had in the past three...

signonsandiego.com. Added to topic by Dennis DeSouza on July 22, 2010

Although economists have grown increasingly concerned that the real estate market may slip into a...

news.yahoo.com. Added to topic by Dennis DeSouza on July 22, 2010

A property tax to generate money for San Diego city schools will almost certainly go before voters in November.

signonsandiego.com. Added to topic by Dennis DeSouza on July 20, 2010

California homes received a total of 192,422 foreclosure filings in the second quarter, a 24% decrease from the same...

latimes.com. Added to topic by Dennis DeSouza on July 15, 2010

San Diego County’s rapid run-up in home prices over the last few months took a breather in June, as sales activity...

signonsandiego.com. Added to topic by Dennis DeSouza on July 15, 2010

According to CoreLogic’s latest late-mortgage report, 7.69% of Orange County home-loan borrowers — roughly 1-in-13 —...

mortgage.ocregister.com. Added to topic by Drew Hartanov on July 8, 2010

Last week the Senate past the National Flood Insurance Program Extension Act of 2010 (H.R. 5569), reauthorizing the...

guidetolocalrealestate.com. Added to topic by Drew Hartanov on July 15, 2010

Need 100% financing? A USDA loan may be the answer!

massrealestatenews.com. Added to topic by Bill Gassett on July 7, 2010

A Realtor should be in attendance with their respective client at a home inspection!

massrealestatenews.com. Added to topic by Bill Gassett on June 30, 2010

Senior condos on the former Tustin Marine base are being changed to senior rentals after the City Council has approved...

ocregister.com. Added to topic by Drew Hartanov on July 8, 2010

here were 23,181 Orange County CA foreclosure homes and 3,904 new foreclosure filings in May 2010, according to...

guidetolocalrealestate.com. Added to topic by Drew Hartanov on June 29, 2010

It’s cool by the sea! The latest O.C. home inventory report from Steve Thomas at Altera Real Estate says that as of...

lansner.ocregister.com. Added to topic by Drew Hartanov on June 29, 2010

Home prices throughout Southern California rose by 22.5 percent in May, the highest year-over-year jump in five years,...

signonsandiego.com. Added to topic by Dennis DeSouza on June 17, 2010

May 2010 statistics show San Clemente had 121 new foreclosures with an average foreclosure sales price of $610,982,...

hartanovteam.com. Added to topic by Drew Hartanov on June 29, 2010

“The Q” might have been a seven-story office building in downtown’s Little Italy, empty and begging for tenants.

signonsandiego.com. Added to topic by Dennis DeSouza on June 23, 2010

La Jolla-based Grunow Construction recognizes the importance of green building while committing itself to the community.

sdnews.com. Added to topic by Dennis DeSouza on June 21, 2010
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Top Sources: California Real Estate

  • longbeachrealestatehome.com
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  • BusinessWeek
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  • realestateopennetworkers.ning.com
  • trulia.com
  • The Hindu
  • sacramento.bizjournals.com

Nice articles here...

Posted via email from Brian Gibbons REISkills.com's posterous