Daily insights for city builders, delivered every morning at 6 AM ET. I’m Brandon Donnelly — a Toronto-based real estate developer and founder of Globizen. I’ve been writing here since 2013.
The Institute for Housing Studies at DePaul University recently published this overview of the “socioeconomic factors affecting demand for housing in Chicago.”
Here is the change in population in the City of Chicago from 1950 to 2016:
And here is a comparison between Chicago and the five biggest cities in the US. Note the “sun and sprawl” phenomenon. Also note that the list below is for city proper boundaries.
One particularly interesting set of stats is the decline of children (population under the age of 18) in the city:
Since 2010, the city has lost over 40,000 children and teenagers.
But, if you break it down by neighborhood market type, it is the low-cost and moderate-cost neighborhoods that lost the population. The high-cost neighborhoods were up.
The study posits that the old trend of moving to the suburbs after you have kids may not be for everyone – provided, of course, that you have the means. And it goes beyond Chicago. DC is predicting a 25% increase in K-12 students within the District.
I very much enjoy the branding and marketing side of the development business. It’s probably an architect / designer thing. So I’m always looking out for interesting case studies.
Recently I came across The Flynn in Chelsea, New York. The developer is IGI and the agency is Winkreative.
What they did was create a namesake character named Flynn. Everything then became about a day in the life of.
The Instagram account is flynninthecity. They made colorful animations. And they even partnered with the Spring Street Social Society to host in-person performance art pieces. The Being Flynn series was a bunch of vignettes that combined “dance and physical comedy” and highlighted a cast of fictional characters who all, of course, reside at The Flynn.
As you all know, selling condos is typically about selling a lifestyle. A dream. In this case, they created a character to show you exactly what that dream should be.
Real estate marketing can sometimes often be cheesy. But I thought this was a clever and overall creative approach. Winkreative does great work.
Today it was announced that Zillow.com will be buying Trulia.com for $3.5 billion in a stock-for-stock transaction. Based on share of web visits, the biggest real estate website in the US has just acquired the 2nd biggest.
Both companies make the bulk of their money through advertising sales to real estate professionals (i.e. agents and brokers). But what was interesting to read in their press release is that, even with this merger, the combined revenue of both Zillow and Trulia still only represents about 4% of the estimated $12 billion that US real estate professionals spend on marketing each year.
Zillow says it’s because the real estate industry hasn’t fully made the switch to online and mobile – and thus it represents a huge market opportunity for them. And from my experience I would say that this is likely the case. But it could also be because the real estate community is putting their marketing dollars elsewhere online.
Whatever the case may be, Zillow.com (and its portfolio of companies) is now firmly positioned as the largest real estate website in the US. But even still, Zillow.com has never felt fully “net native” to me. It has never felt as if it were specifically built for the internet and that it’s only possible because of the internet. Instead, it feels like an offline model ported over to online. And the two are quite different.
The reason I feel this way is because there’s an inherent tension to the way the online residential real estate market works today. Virtually every lead generation tool (that agents use) is intended to funnel buyers and sellers to them. That’s why so many real estate websites have sucked for so long. Because the goal wasn’t to keep you locked into a website, it was to get you to connect, in person, with an agent.
Zillow and Trulia started to break with that tradition by offering a lot more information online. Before they came along, it was a lot harder for real estate consumers to do their own research. But at the end of the day, Zillow makes money when it’s an effective sales funnel for agents. And since that’s always been the way the market has worked, it doesn’t feel net native to me.
If my gut is right, then it means there’s still lots of opportunities in this space.
