the real estate forecast post foreclosure crisis

© Experian Information Solutions, Inc. 2009. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian.

Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,

or distributed in any form or manner without the prior written permission of Experian CheetahMail.

Confidential and proprietary.

Online Trends in Real Estate

March 23, 2011

© Experian CheetahMail 2007. All rights reserved.

Confidential and proprietary. 2© Experian Information Solutions, Inc. 2009. All rights reserved.

Confidential and proprietary. 2

Sometimes no news is good news….

CoreLogic:

Home prices in the United States declined by 5.7% between January 2010 and January 2011

About 11.1 million households, or 23.1 percent of all mortgaged homes, were underwater in Q4 2010, up from 22.5%, or 10.8 million households, in Q3 2010.

US Dept. of Commerce:

New-home sales slid 16.9% in Feb 2011 – the third straight month of decline. The median price of a new home dropped nearly 14% to $202,100, the lowest since Dec 2003.

New home prices are now 30% higher than of those being resold.




CoreLogic HPI & Case-Shiller indices have returned to levels of 2000 & 2001

Source: Calculated Risk Blog




Visits to Real Estate websites increased 27 % YoY




Visits to Real Estate Portals & Aggregators increased 46% in January 2011 from previous month




Search is the key driver of traffic to Real Estate websites




Downstream traffic from Social Networks to Real Estate websites increased 61% YoY

Social Networking & Forums

Filtered to include only Real EstateFiltered to include only Real Estate




Downstream traffic from Facebook to Real Estate websites increased 42% YoY

Filtered to include only Real EstateFiltered to include only Real Estate




Generic search terms in Real Estate category reveal consumer demand for home & apt rental market




Searches for ‘rent to own homes’ tend to include city or state locations




Searches for ‘houses for rent’ continue to surpass ‘houses for sale’




Visits to Home & Apt Rental Websites up 33% YoY




Visitors to Home & Apt Rental websites are younger, with less income & creditworthiness




Many visitors to Home & Apt Rental websites reside in DMAs where home values have declined




New rental entrants are capturing search activity




Heavy paid activity among searches for MLS listings

Filtered by Paid Clicks

Filtered by Organic Clicks




Search variations of ‘mortgage calculator’ have declined but paid search is strong




Visits to websites of Home Builders are down 51% compared to Feb 2009




Search queries including ‘new homes’ and ‘home builders’ echo the lack of demand




Tight credit markets limit new home interest to affluent HHs with high income & creditworthiness




Consumers seeking opportunities from foreclosures




Prospective home buyers are out there seeking first time buyer savings & opportunities with poor credit

Filtered to include ‘credit’




Key Takeaways

Visits increased to the Real Estate category overall, but mostly driven by rental activity although there are opportunities for those hoping to capitalize on foreclosed homes.

Search is the key driver of traffic to Real Estate websites, however, a popular promotion can quickly gain momentum. Referrals from Social Networks, especially Facebook, have continued to increase along with the popularity of the category.

Visits continue to increase to Home & Apt Rental websites from younger, less affluent HH without access to credit. Many visitors to Home & Apt Rental websites reside in areas of the country where home values have declined such as Florida.

Both visits and searches for new homes and home builders have declined in the past year, mirroring recent housing data. However, there are some new buyers out there that are affluent & qualified for credit.




Thanks!

Visit our blogs:

ilovedata.com

experian.com/blogs/marketing-forward/

Follow us on Twitter & Facebook:

@Hitwise_US

@ExperianMkt

facebook.com/ExperianHitwise

facebook.com/ExperianMarketingServices

For a copy of today’s presentation, please email [email protected]

http://www.ilovedata.com/

http://www.experian.com/blogs/marketing-forward/



http://www.facebook.com/ExperianHitwise

http://www.facebook.com/ExperianHitwise

http://www.facebook.com/ExperianMarketingServices



the real estate forecast post foreclosure crisis

Real Estate

rights rights reser

real estate websites

real estatemarch

real estatefiltered

home values

new home prices

newhome sales

paid search