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TRANSPARENT REAL ESTATE (www.TransparentRE.com)

Why mainstream media should be developing online real estate magazines



A few days ago, I noted that the new and most relevant online real estate magazines are best exemplified by blog properties like Agent Genius or Bloodhound. Mainstream media should be playing this card - building their own local real estate magazines - because they already have the consumer traffic base and can leverage their brand names to capture real estate readers.

Newspaper publishers

Screenwerk cites the local online newspapers' trend to "site diversification" in order to capture more relevant local traffic. Greg Sterling's main point:
Newspaper sites cannot accomodate all the various local uses cases and newspapers need to build or buy (if they can) other sites that will. The Gannett Mom sites (e.g., IndyMoms) are a great example of the strategy. Make the newspaper sites as usable as possible but build other sites (demographically focused, vertical, etc.) for content and ad distribution.
Real estate fits this paradigm. Newspaper sites or companies like Planet Discover or Pluck  that syndicate content to online newspapers can create local "real estate magazines" to supplement the standard "Sunday" listings. The key is to find the local real estate writers, and that's where the bloggers come in. They welcome participation because the newspapers offer another syndication source, usually for free, for their content.

Newsrack real estate print publications

Beyond mainstream media, what about those local newsrack real estate publications? With print newspapers back pedaling towards extinction, aren't their print business models also becoming obsolete?  Wouldn't they be ideal for an online makeover?

It's hard to change a revenue model. Real estate print publications are stuck in the old publishing paradigm that charges an advertising rate schedule to their real estate agent clientele based on impressions from circulation. Although the model has been updated to include online impressions, the game is still centered around listings and broker/agent advertising.

For example, Homes and Land is an established brand newsrack name. They have integrated their ad offering to include both online and print.  Yet, try to find their online magazine; go ahead click "Free Magazine" and the application forces the user to fill in all their contact details, including the type of house the user is looking for. And now I'm on their leads list (and I feel tricked):

Thank you for visiting HomesAndLand.com

Select vendors may contact you within two to three weeks with information and assistance regarding your relocation plans.
Counting impressions/leads in order to support the "circulation" numbers that sell ads is an old newspaper game.

The point here is - H&L is already a real estate magazine in most metro markets. They are well positioned to develop local real estate magazines and recruiting local real estate bloggers for supplemental content. All the while, they can continue with their ad-based revenue model until their online real estate magazines gain traction. Then these magazines will provide the traffic/circulation numbers to make them relevant marketing vehicles for their clients... and hopefully they can get rid of those annoying lead capture screens.

Why don't they do this?

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REO / Foreclosure Online Resources


Six months ago, I wondered why there were
very few bloggers focusing on the REO/foreclosure markets. Last quarter, even in markets like Minneapolis not usually associated with the CA/AZ/FL foreclosure debacle, foreclosures and short sales accounted for 27% of home sales. Since the beginning of the year, a lot of resources have popped up -  International Listings compiled a comprehensive foreclosure investors' online resource guide of 100 sites.


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The Real Online Real Estate Magazines


I recently noticed
Agent Genius's (new?) tagline " a National Real Estate Magazine". It's the perfect metaphor for how blogging is converging into mainstream media  under the guise of a "magazine" format. Magazine 2.0, using Wordpress, drives down the cost of an online magazine to insignificance, and positions Agent Genius as a real estate media property (in the old world, Oprah spent $20 million to launch her national magazine...)

Note the intuitive difference between online newspaper and magazine. Inman News, Realty Times and RISMedia have always been positioned as news sources or networks with a mission to provide journalist quality and factual reporting (umm... some do this better than others). Magazines, on the other hand, aggregate articles and provide perspectives and subjective interpretations, making their online equivalent ideal for blogger authors. Both online formats attract readers in the same way people read both the New York Times and the New Yorker magazine.

Greg Swann pioneered the positioning of a real estate blog as national media with his recruitment of a national author crew (taking his cue from Rain City Guide, which has been positioned as a Seattle resource). Now, six seven blogs have distinguished themselves with a growing cadre of authors:

Rain City Guide
Bloodhound Blog
Geek Estate  - real estate technology
Agent Genius
Lenderama - mortgages
Bigger Pockets - real estate investing
HomeGain blog - real estate marketing

Special note: Inman has been the most progressive in developing a property that combines news, blogging and a social network.


This is what makes these "magazines" compelling -  readers are pulled in by the character of the community. The blogging authors become the brand... the reader can expect different perspectives and conversations on Bloodhound and Agent Genius, and their intersections can be an amusing watch. The reality is each is establishing a brand that will have more impact in the community than any Realtor Magazine or other canned content real estate site.

Next, I discuss how the online real estate magazine becomes a localized marketing paradigm.

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Adjusting the credit score goalpost in an upside down market


Forbes.com's Maurna Desmond's May 8 article calls Alt-A loans "subprime in sheep's clothing". In short, crumbling housing prices will push more mortgages into default simply because even relatively affluent borrowers may not stick around once equity turns negative.

The "walkaway" factor has changed the reliability of credit scoring. The FICO score has been an accurate indicator for default risk. Now, the more important default indicator may be the personal debt-to-value ratio (that FICO scores do partially factor in), which requires a marked-to-market home valuation (and I don't think the credit bureaus use Zillow). Thus, the credit scoring system has loopholes... for example, a borrower with negative equity can accumulate credit card lines in order to continue to pay their bills on time and support their FICO scores, up until the day of reckoning when either their debt resources run out, or they just walkaway.

I don't think the major credit bureaus can change their existing formulas to reflect higher default risks based on debt-to-market value, and this undermines their credibility. Perhaps this is one reason why lenders have been ultra-cautious approving loans - the rules of the valuation and risk management game have changed too much for bureaucratic loan underwriters, who are used to following rigid loan guidelines that in a minority of cases may not applicable to today's topsy turvy market. So the baby goes out with the bathwater.

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Global cooperation to support the dollar


The
media has been sighing with relief that the greatest depression since the 1930's doesn't seem likely. However, global inflation remains an elephant in the room threat (Goldman Sachs analyst predicts $200 oil by year end ), and it's encouraging to see the world banks working in concert to ensure a stronger dollar to keep inflation at bay:

Europe and US unite on stronger dollar (FT)
All about the dollar - what the currency strategists think


(despite the fact that today, ECB's Trichet isn't signaling lower interest rates on Europe's side in order to combat inflation, causing a dollar dip)


But we're certainly not out of the dark forest yet, none other than George Soros claims we're in a bear market rally that will tip back into despair:
The Wall Street Journal writes that Soros recently said “The markets are breathing a sigh of relief but the fallout in the real economy is only now beginning.” Soros does not even bother to say that there is any light at the end of the tunnel.

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Mortgages take the stage on real estate sites

Homethinking, the leading real estate agent review site, adds an application for accessing lender data compiled within the Federal Reserve's Home Mortgage Disclosure Act (HMDA) database for the year 2006. Although the data is old, it reveals geographic distribution of loan amounts, subprime usage and specific lender activity by county.


The implication of the data is to understand the counties where subprime and its associated rate resets will be significant. Homethinking's
Niki Scevak and Inman News' Matt Carter describe the data and impact in more detail.

Up to now, real estate listings sites have relegated their mortgage offerings to affiliate mortgage applications that have become recognized by consumers as (annoying) lead generation tools. With mortgages so hard to get lately, real estate sites like Zillow look to offer more innovative products like their mortgage match up service to cater to the consumer. Another valuation modeling site Cyberhomes will eventually leverage their parent company Fidelity National Title's title data to provide customized consumer-facing mortgage products because they can track users visiting their site, which valuations are checked and then deduce how serious the client might be for a mortgage. A friend at a real estate portal mentions to me that he's hearing more pitches on mortgage products since Zillow Mortgages launched two months ago. It's the new game in town... expect more announcements.

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193 unit San Francisco complex sold at $730/sqft.

SocketSite, San Francisco's property evaluation blog, reports on the $115 million record sale price for a new 193-unit luxury apartment complex in the new Mission Bay, valuing the units at $730/sq.ft. More interesting is the comment stream of readers trying to justify why the purchase was made - examples:
What many of you seem to overlook is that UDR is a publicly-traded, investment grade REIT. Check their public filings - they recently borrowed $200MM at LIBOR+85. That's 3.6%. If that's the cost of capital on this project, it may well pencil out of the box.
(According to this GlobeSt article, the cap rate is in the mid-4% range)

If the developer can only sell those units individually for $600/sqft, why would they offer $730/sqft?

They understand that rents are going to rise around here for the foreseeable future. Note that the sellers had planned for a 9-month lease-up but they were able to get all 193 units into contract in just 4 months.

The purchase is puzzling considering the 30,000 or so units coming online in SOMA and Mission Bay over the next few years. However, developers may be factoring in San Francisco's Manhattan aspirations - the city wants to zone South of Market for a cluster of as many as seven skyscrapers. Business Week (4/24/08) states Manhattan median home prices jumped 18% in 2008Q1 compared to last year, and attributes new, luxury condos for the increase.

And San Francisco is up and coming as the urban center of a robust technology economy, unlike New York facing a spate of banking job losses.

Related articles:
Manhattanization of San Francisco - part 1
Manhattanization of San Francisco - part 2

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Explaining the massive derivatives market and why the Bear Stearns bailout was necessary


With the markets looking a little more rosier these days, we can only remind ourselves of the ghost of Bear Stearns' bail out only 48 days ago. It's still being interpreted. On Saturday,
Warren Buffett talked about the bailout, the problems with the derivatives market, and the declining risk of a financial meltdown, and mentioned an incredible statistic that I thought was a typo:
If Bear had failed, one or two other investment banks would probably have collapsed within a few days, he said, adding that Bear had roughly $14.5 trillion of derivative contracts outstanding the day after it was bailed out.

"The parties that had those contracts would have had to establish the damages that they could claim against that estate very quickly," he said. "Imagine the damage of everyone trying to unwind those contracts," Buffett said. "That would have been a spectacle of unprecedented proportions. It would have resulted in another one or two investment banks going down in a few days."
To put this in perspective, the 2008Q1 US Gross Domestic Product is about the same as the value of Bear's derivative contracts - $14.2 trillion. And I agree, a panicked run on $14.5 trillion could have taken out a few banks along the way.


*US commercial banks own about $170 trillion of the total ~$516 trillion derivatives market

I didn't exactly realize how big the derivatives market was vis-a-vis the underlying assets they hedge:
Derivatives let holders bet on or guard against gains or declines in an underlying asset without having to own the asset. They can be tied to things ranging from gold to cocoa, with most based on interest rates and currencies. Swaps, agreements to exchange types of interest payments, make up the largest portion of the market.

The market for derivatives, contracts based on underlying assets, is more than five times as big as global gross domestic product for 2002 as measured by the World Bank. Of the world's largest 500 companies, 92 percent use derivatives to insure against moves in borrowing costs, currencies or commodities, according to the International Swaps and Derivatives Association.

Derivatives generally give institutional investors greater flexibility and liquidity for portfolio risk management in exchange for higher leverage that makes them riskier. However, credit tightening has made these markets more illiquid. The Armageddonists have been claiming logically that the derivatives can accelerate a meltdown sparked by a death spiral that could have been initiated with the bankruptcy of several US banks like Bear Stearns.



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The economy - false or real optimism?

Two financial luminaries' views on the credit crisis:

Buffett says credit crisis ebbs for Wall Street firms
James Dimon, JP Morgan, says no near end to financial crisis

And on the economy:

From Forbes Rich Karlgaard (admittedly their tech blogger)

Only a month ago, such sages as George Soros and Alan Greenspan were shouting from bullhorns that the 2008 global financial mess was the worst since World War II.

Only a month ago, the only argument among nearly all journalists, pundits and leftwing politicians was whether the U.S. economy would stop at a recession or tumble all the way down the tubes to a 1930s-style depression.

Very few challenged the recession presumption. Now, if your definition of a recession is the traditional one of two consecutive quarters of negative growth, then those very few contrarians are correct. There is no possibility now--zero, nada, zip--that the U.S. will suffer two consecutive quarters of negative growth in 2008.

Points from the gloomy RGE Monitor Dr. Roubini's CNBC Europe interview:
  1. The US is already in a recession, to last 12-18 months
  2. Fed will pause rate cuts over the next couple of months, but the economic contraction will force Fed to cut more later in the year
  3. Contraction of consumption will continue to decrease, affecting the economy
  4. Markets seem decoupled based on continued robust Asian market, but when Americans stop buying Asian goods, Asian markets will also be effected.
  5. Financial sector will continue to be hit in stages from continuing crises to be caused by future writedowns in other credit markets - alt-A, commercial real estate, credit cards, etc.
Consensus? There is none.

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Real estate search technology is overrated


The real estate industry is the search technologists' siren's song.  They find a better way to search and look for applications to industry verticals. They see real estate, with its complex data parameters and believe that any iteration that makes search a little bit easier will become the consumer Holy Grail. In addition, they perceive the industry as a cash cow with agents and lenders, etc. making commissions of 4 to 5 digit fees, and believe it's more lucrative to capture a small % of these huge fees than to apply search to lower fee capture products like dating or retail.


Of course, the reality is simplifying search doesn't matter to the consumer. They want data credibility...  consumers eventually figure out that they need to visit various sites to cobble together what they perceive as comprehensive listings data (remember, if you're a real estate professional who read blogs, you know MLS services, Trulia and Zillow paint partial pictures, but the consumer doesn't know this). Dothomes has a unique "search by site wrapping" technology that helped its cause with its recent news that it has doubled its US coverage to over 2 million listings. Although
sliders and other bells and whistles are neat, the differential advantages of an advanced search tool are lost on the consumer (case in point, has anyone ever used Google advanced search?

Here is another search company with a real estate play - TransparenSee is displaying its demo on its fuzzy logic search capabilities for real estate listings - it just expands the query's  search parameters to include comparable listings. There has to be something more than fuzzy logic to get consumer traction.

Related article:
A rash of property search engines
Property search engine marketing conundrum

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