P1 DATA-FED DISRUPTION IN REAL ESTATE
Online real estate giant Zillow’s plain-vanilla purchase of a four-bedroom, three- bathroom home in Chandler, Arizona, for $410,000 last month is bursting with symbolism for the one-time housing market disrupter, itself now reacting to a new wave of disruption in the real estate industry coming from four categories of disruption: iBuyers like Offerpad; discount brokerage models like Purplebricks; predictive listing models like Offrs.com; and off-MLS marketplaces like Roofstock. An important part of many people’s financial plan is the home they live in. The choice between buying a home and renting is among the biggest financial decisions that many adults make. But the costs of buying are more varied and complicated than for renting, making it hard to tell which is a better deal. While homeownership is a great for some, there are segments of the population which find that renting a home and investing instead in income-producing real estate is a better fit, explains Glenn Hamburger, senior director with Banc of California. P10 MY TAKE: FIVE FINANCIAL BENEFITS OF OWNING RESIDENTIAL REAL ESTATE INVESTMENTS
P13 CLIENT CORNER: TRIGGERING REAL ESTATE LEADS WITH INTERACTIVE NEIGHBORHOOD DATA
Barry Friedman, CEO at HomeActions, explains how lead-generating content comes in different forms. There is content just designed to provide information, not to elicit a response. Then there is trigger content designed to trigger a response from the customer – indicating a warm lead. Paired with interactive neighborhood data designed to help the customer learn more about a community, the trigger content can be a very powerful content marketing tactic that produces high-quality leads.
P16 BIG DATA SANDBOX: A FAMILY TREE OF THE HOTTEST HOMEBUYER NAMES IN 2017
Home sales nationwide decreased 4 percent in 2017 compared to 2016, but sales to buyers with last names of Lin, Zhang, Wu, Liu and Huang increased by more than 20 percent while sales to buyers with last names of Burns, Porter, Jenkins and Cole decreased by 15 percent or more, according to an ATTOM Data Solutions analysis of more than 2.3 million sales deeds along with family name origin information from Ancestry. com. More than 5.2 million U.S. properties were seriously underwater at the end of Q1 2018, down by more than 291,000 properties from a year ago — the smallest year- over-year drop since tracking began in Q1 2013. Meanwhile, more than 19.5 million U.S. properties had between 20 and 50 percent equity at the end of Q1 2018, down by 1,714,099 from a year ago. An interactive heat map shows the numbers in 98 metro areas nationwide. P17 DATA IN ACTION: THE MOST UNDERWATER AND EQUITY RICH U.S. HOUSING MARKETS
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