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There's a lot of money at work right now trying to reinvent the way that homes are bought and sold. Perhaps the most popular trend is "instant buying" or algorithmic home buying. I have been writing about this for years, mostly because of Opendoor. But now there are lots of companies competing in this space. With this model, home sellers get the benefit of an almost immediate sale, though usually it's at a slightly lower price.
Redfin, on the other hand, is returning to something that it first tried out back in 2006: a buy now button on its online listings. It failed back then. But maybe it was simply too early. The feature allows unrepresented buyers -- that is, buyers without an agent -- to make online offers. Naturally, it's far from a single click process. But when accepted, the seller ends up paying about half the amount of commission.
According to the New York Times, the company started testing the feature in late March in the Boston area. Of the 120 homes listed on Redfin with a "start an offer" button, 5 ended up being purchased via an online bid. That's more than I would have expected. But Redfin positions these offers as being the stronger option because they save sellers money. There's also an option to tour the home on your own.
Given this initial response, the company is now working to roll out this feature nationally, market by market. Is this the future of home buying?
I just came across the following generational home buying data from the National Association of Realtors in the US (via Curbed SF):
It was initially published in July 2013 and so I think the data represents what happened in 2012. The report isn’t exactly clear about the timing. In any event, what I found more interesting is how the various generations perceive the utility of agents. There are different use cases.
Millenials feel the need to have an agent help them navigate the purchasing process. This makes sense, as many of them would be first time buyers. However, Millenials are also almost 4x more likely to engage agents for “a limited set of services as requested by the seller”, as opposed to just a conventional full service brokerage agreement.
On the other hand, older buyers like to have an agent help them identify property deficiencies and sellers over 32 years old use a full service broker more than 80% of the time. I find this interesting because it starts to speak to potential changes in the marketplace.
Looking at a more recent report from the NAR (2013 Profile of Buyers and Sellers), I found it surprising to learn that the share of buyers who used an agent went from 69% in 2001 to 88% in 2013. Even with the internet disrupting so many industries, realtor market share has actually grown over the last decade.
Not surprisingly, the percentage of sellers who used an agent is also 88%. This is because the dual-agency model requires that both sides of the marketplace be represented.
Finally, the percentage of sellers who sold their home without an agent is roughly 9%. And 46% said it was because they wanted to save on commission. I’m assuming that the reason the math doesn’t add up (9% for-sale-by-owner + 88% agent) is because of estate sales, auctions and so on.
The real estate marketplace is an interesting one. What do you think we’ll see in the future?
There's a lot of money at work right now trying to reinvent the way that homes are bought and sold. Perhaps the most popular trend is "instant buying" or algorithmic home buying. I have been writing about this for years, mostly because of Opendoor. But now there are lots of companies competing in this space. With this model, home sellers get the benefit of an almost immediate sale, though usually it's at a slightly lower price.
Redfin, on the other hand, is returning to something that it first tried out back in 2006: a buy now button on its online listings. It failed back then. But maybe it was simply too early. The feature allows unrepresented buyers -- that is, buyers without an agent -- to make online offers. Naturally, it's far from a single click process. But when accepted, the seller ends up paying about half the amount of commission.
According to the New York Times, the company started testing the feature in late March in the Boston area. Of the 120 homes listed on Redfin with a "start an offer" button, 5 ended up being purchased via an online bid. That's more than I would have expected. But Redfin positions these offers as being the stronger option because they save sellers money. There's also an option to tour the home on your own.
Given this initial response, the company is now working to roll out this feature nationally, market by market. Is this the future of home buying?
I just came across the following generational home buying data from the National Association of Realtors in the US (via Curbed SF):
It was initially published in July 2013 and so I think the data represents what happened in 2012. The report isn’t exactly clear about the timing. In any event, what I found more interesting is how the various generations perceive the utility of agents. There are different use cases.
Millenials feel the need to have an agent help them navigate the purchasing process. This makes sense, as many of them would be first time buyers. However, Millenials are also almost 4x more likely to engage agents for “a limited set of services as requested by the seller”, as opposed to just a conventional full service brokerage agreement.
On the other hand, older buyers like to have an agent help them identify property deficiencies and sellers over 32 years old use a full service broker more than 80% of the time. I find this interesting because it starts to speak to potential changes in the marketplace.
Looking at a more recent report from the NAR (2013 Profile of Buyers and Sellers), I found it surprising to learn that the share of buyers who used an agent went from 69% in 2001 to 88% in 2013. Even with the internet disrupting so many industries, realtor market share has actually grown over the last decade.
Not surprisingly, the percentage of sellers who used an agent is also 88%. This is because the dual-agency model requires that both sides of the marketplace be represented.
Finally, the percentage of sellers who sold their home without an agent is roughly 9%. And 46% said it was because they wanted to save on commission. I’m assuming that the reason the math doesn’t add up (9% for-sale-by-owner + 88% agent) is because of estate sales, auctions and so on.
The real estate marketplace is an interesting one. What do you think we’ll see in the future?
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