1. 2009, Q1
What You Need to Know
About Today’s Real Estate Market

2. Points of Action:
1. Why are they selling?
2. What is their mortgage balance?
3. Is there any equity? How much?
4. Current list price? How long?
5. Days on market?
6. # of buyers that have been through to date?
7. # of homes sold in price range on market?
8. # of sellers competing against them?
9. Internet Exposure
10. Ads
11. Suggested price reduction
Why?
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 2
Alberta REALTORS® Association MLS®

3. Weekly Listings and Sales
Active Active
# #
# # # Price # Expired Net Total
Single Apartment
Pending Cancelled
Weekly Stats
Listings Sales Changes Listings loss/gain Family Active
Condo
Sales Listings
Listings Listings
14 7 11 60 9 -62 289 76
Dec.29/08-Jan. 4/09 488
47 11 36 20 24 -8 299 76
Jan. 5-Jan. 11 491
69 7 16 44 24 7 31 310 81
Jan. 12-Jan. 18 506
63 23 21 39 14 10 16 303 84
Jan. 19-Jan. 25 506
67 21 19 44 29 21 -4 298 86
Jan. 25-Feb. 01 512
90 27 22 42 17 18 28 328 108
Feb. 2-Feb. 8 578
70 35 29 38 7 9 19 336 113
Feb. 9-Feb. 15 591
52 23 24 57 5 10 14 350 117
Feb. 16-Feb. 22 613
67 29 25 42 21 10 7 360 115
Feb. 23-March 1 611
27
March 2-March 8 84 29 16 39 7 21 370 114 633
March 9-March 15 51 25 24 40 9 21 -4 365 113 632
March 16-March 22 63 32 23 53 8 25 -2 376 112 641
March 23-March 29 68 27 35 47 4 12 25 380 114 650
March 31-April 5 649
60 40 22 44 23 14 -17 372 115
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

4. 100
10
20
30
40
50
60
70
80
90
0
August 4 - August 10
August 11 - August 17
August 18 - August 24
August 25 - August 31
Sept. 1 - Sept 7
Alberta REALTORS® Association MLS®
Sept. 8 - Sept 14
Sept. 15 - Sept 21
Sept. 22 - Sept 28
Sept. 29 - Oct. 5
Oct. 06 - Oct. 12
Oct. 13 - Oct. 19
2009 Century 21 Advantage. All MLS ® Stats from the Central
Oct. 20 - Oct. 26
Oct. 27 - Nov. 02
Nov. 03 - Nov. 09
Nov. 10 - Nov. 16
Nov. 17 - Nov. 23
Weekly Listings and Sales
Nov. 24 - Nov. 30
Dec. 01 - Dec. 07
Dec. 08 - Dec. 14
Dec. 15 - Dec. 21
Dec. 22 - Dec. 28
Dec. 29 - Jan. 04
Dec.29/08-Jan. 4/09
Jan. 5-Jan. 11
Jan. 12-Jan. 18
Jan. 19-Jan. 25
Jan. 25-Feb. 01
Feb. 2-Feb. 8
Feb. 9-Feb. 15
Feb. 16-Feb. 22
Feb. 23-March 1
March 2-March 8
March 9-March 15
March 16-March 22
March 23-March 29
March 31-April 5
# Sales
# Listings
Page 4

5. How’s the Red Deer market?
• How Many Active Properties are there in Red Deer
today?
– 648
• How many Sales in March?
– 123
• How Many New Listings?
– 280
• How many listings are not selling each month?
– 669
• Absorption rate?
– 5.27 Months
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

6. Red Deer March Comparison
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

7. Red Deer March Comparison
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 7
Alberta REALTORS® Association MLS®

8. Red Deer March Comparison
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 8
Alberta REALTORS® Association MLS®

9. Red Deer Jan 01 – March 31 Comparison
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 9
Alberta REALTORS® Association MLS®

10. Red Deer March Comparison Jan 1 – March 31st
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 10
Alberta REALTORS® Association MLS®

11. New MLS ® Listings in Red Deer Q1, 2009
2009 New Listings
January 218
February 248
March 280
New Listings
300
Listings 250
increased by
12.9% over 200
February
150
New Listings
100
50
0
January February March
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

12. Sales in Red Deer Q1, 2009
2009 Sales
January 62
February 113
Sales
March 123 140
Sales increased 120
8.85% from
100
February
80
Accentuate the
Sales
positive. 60
Buyers want to
work with 40
someone
20
confidant and
positive. 0
January February March
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

13. MLS® Sales in Red Deer Q1, 2009
MARKET WATCH
Average Price Comparison to Number Sold
100&
Under 100-150 150-200 200-250 250-300 300-350 350-400 400-450 450-500 500-550 550-600 600-700 700+ Total Avg. Pr.
2009
JAN 5 4 3 8 27 7 5 0 3 0 0 0 0 62 $239,821
FEB 3 4 6 15 33 21 14 7 6 3 0 0 1 113 $300,465
MAR 5 5 10 24 26 21 17 8 2 3 2 0 0 123 $285,407
APR 0
MAY 0
JUN 0
JUL 0
AUG 0
SEP 0
OCT 0
NOV 0
DEC 0
TOTAL 13 13 19 47 86 49 36 15 11 6 2 0 1 298 $275,231
Information based on Red Deer Real Estate Board MLS Stats 2009 only.
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

14. MLS® Sales in Red Deer Q1, 2009
2009 Sales by Price Range 2009 Q1
35
30
25
20
15
10
5
0
JAN FEB MAR
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

15. MLS® Sales in Red Deer Q1, 2009
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 15
Alberta REALTORS® Association MLS®

16. MLS® Sales in Red Deer Q1, 2009
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 16
Alberta REALTORS® Association MLS®

17. Days on Market
DOM for 2009
Red Deer Blackfalds Sylvan LakeLacombe
January 53 72 85 87
Feb 50 77 86 44
Mar 48 44 48 51
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

18. Days on Market
Red Deer Days on Market
80
70
60
50
40
Red Deer
30
20
10
0
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

19. Average Sale Price in Red Deer Q1, 2009
Total Average Sales Prices in 2009
Red Deer Blackfalds Sylvan Lake Lacombe
January 262,877 269,310 333,623 247,801
February 300,465 298,875 315,192 283,481
March 285,407 261,311Deer 318,594 266,972
Red
350,000
300,000
250,000
200,000
150,000
Red Deer
100,000
50,000
0
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

20. Average Single Family Sale Price in Red Deer 2009
January $297,826
$340,000
February $333,681
$330,000
March $328,321
$320,000
April
$310,000
May
$300,000
June
$290,000
July
$280,000
August
$270,000
September
October
November
December
$319,943
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

21. Points of Action:
1. Why are they selling?
2. What is their mortgage balance?
3. Is there any equity? How much?
4. Current list price? How long?
5. Days on market?
6. # of buyers that have been through to date?
7. # of homes sold in price range on market?
8. # of sellers competing against them?
9. Internet Exposure
10. Ads
11. Suggested price reduction
Why?
2009 Century 21 Advantage. All MLS ® Stats from the Central
Page 21
Alberta REALTORS® Association MLS®

22. Four Rules of Pricing:
1. Never Own the Price you put on a house.
2. Value is a moment in time and is based on what
buyers can buy the day they go out to look at your
house.
3. Prices are not forever because values are fluid.
4. Agents and Sellers set prices but Buyers determine
Value.
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

23. No offer in 30 days? WHAT’S WRONG?!
The seller can only control 3 things:
1. The price you set
2. The condition of the home
3. The availability for showings
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

24. The Value of a home is controlled by:
• The conditions in the market at the time
you come on the market.
• Competition from other sellers.
• You don’t control values. Values are
controlled by the buyers!
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

25. Red Deer Market Share
March 2009

26. Red Deer Buyer Ends Market Share
Buyers Ends
Century 21 18
Coldwell 14
Remax 23 Prudential
Royal Carpet
2%
Help-U-Sell
RLP Net 32 2%
2%
True North
RLP Pat 5 Realty Exec
0%
0%
Sutton 10
Maxwell
Maxwell 2 2%
Help-U-Sell 2 Misc.
9%
Prudential 3
Sutton
Royal Carpet 3 8%
Realty Exec 0
Century 21
True North 0
15%
RLP Pat
Misc. 11 4%
Total 123
Coldwell
11%
RLP Net
Remax
26%
19%
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

27. Red Deer Listings Market Share
March Listings
Century 21 55
Coldwell 31 Help-U-Sell Prudential
1% 1%
Remax 57 Maxwell
3%
RLP Net 61
RLP Pat 12
Sutton 20 Sutton Royal Carpet
7% 1%
Maxwell 9
Help-U-Sell 4 RLP Pat
4%
Prudential 3
Royal Carpet 2
Realty Exec
Realty Exec 3 1%
True North 7
Misc. 16
Total 280 RLP Net
22%
True North
3%
Remax
20%
Century 21
Misc.
20%
Coldwell 6%
11%
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

28. Red Deer Listings Sold Market Share
Listings Sold
Century 21 32
Coldwell 8
Remax 21
RLP Net 27
Royal Carpet True North
Realty Exec
RLP Pat 3
1%
Prudential 3%
2%
Sutton 9 2%
Maxwell 5
Help-U-Sell 0 Misc.
7% Century 21
Prudential 3
26%
Royal Carpet 1 Help-U-Sell
0%
Realty Exec 2
True North 4
Coldwell
Misc. 8 Maxwell 7%
4%
Total 123
Sutton
7%
Remax
17%
RLP Pat
RLP Net
2%
22%
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

29. Red Deer March Market Share
Total Sales
Red Deer, March Total Sales Market Share
Century 21 50 20.33%
Coldwell 22 8.94% True North
2%
Remax 44 17.89% Royal
Carpet Realty
23.98% Prudential
RLP Net 59
Exec
1%
2%
RLP Pat 8 3.25% Misc.
1%
8%
Sutton 19 7.72% Century 21
Help-U-Sell
Maxwell 7 2.85% 20%
1%
Help-U-Sell 2 0.81%
Maxwell
Prudential 6 2.44% 3%
Royal Carpet 4 1.63%
Realty Exec 2 0.81%
True North 4 1.63% Sutton
Misc. 19 7.72% 8%
Total 246 Coldwell
9%
RLP Pat
3%
Remax
18%
RLP Net
24%
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

30. How much business was there?
March Red Deer total of 246 sides (ends)
How much of that pie do you want?
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

31. • Make April Your Open House Month
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

32. How to Have An Open House by Design
Not By Accident

33. WHY?
• To have something to do on Sunday?
• Make your broker happy?
• Of course not!
– Best possible service to Seller
– An excellent way to obtain both new buyer and seller leads.
– Vehicle to meet your weekly contact goal as part of your
prospecting efforts
• It’s like having a “branch office” open in a neighborhood for a few
hours
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

34. How Important Is an Open House?
From the NAR ” 2007 Survey of Buyers and Sellers”,
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

35. Marketing the Open House
• Century21.ca, realtor.ca, office web site, and agent
web site
• Newspaper/Other Print Media
• Open House Flyers/Invitations
– Surrounding neighborhood
– Nearby less expensive neighborhood
– Geographic “Farm”
– Local merchants
– FSBO’s
– Expireds
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

36. Marketing the Open House
• eGreetings or Life @Home Newsletter
– Other Agents
– Sphere of Influence
• MLS
• Current buyer prospects
• Call around the open house – call neighbors in a few block
radius inviting them or anyone they know to the open
house.
– Be sure to ask them if they or anyone they know is in the market
to buy or sell a house.
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

37. One Week Ahead
• Follow up with Seller
– Ask permission to serve light refreshments
• Prepare signs
– Directional signs – map out locations
• Ask homeowners’ permission
• Buy balloons or flags
– Riders for subject property
• Complete marketing materials
• Preview other listings in neighborhood
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

38. Things to Take With You
• Sign-in sheet or registration forms
• Fact sheet on property
– Financing Information
• For your use – information on other listings in area
• Special feature “tent” cards
• Your business cards/personal brochure
• Appointment calendar
• Local school reports
• Vanilla scented deodorizers/potpourri
• 2,100 Air Miles draw ballots, and draw box
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

39. Things to Take With You
• Entertainment for children
• Laptop computer with Buyer Presentation (continuous
loop)
• Buyer’s Service Pledges
• Buyer Interview Worksheets
• Offer Forms
• Note Paper
• Measuring device
• Financial Calculator
• If property is vacant – folding table and chairs
• Fresh flowers
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

40. On the Way to the Open House
• Place directional signs
– Attach flags or balloons
– Drive the route
• Make sure your signs are easily
seen
• And that they do not block
drivers’ visibility
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

41. Show Time – Open House Day
• Arrive Early
• Inspect property – touch up if necessary
– Especially walkways
• Park away from property
• Plug in deodorizers
• Turn on lights and soft music
• Set up materials as close to front as possible
– Set up computer in visible place
• Set up special attraction tent cards – including No
Smoking
• Prepare refreshments
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

42. During the Open House
• Greet Every Guest
– Your goal to get appointment
• Give them property information flyers
• Have them sign in
• Offer refreshments
• Escort through property if possible (if multiple guests
are present – may not be able)
– Good idea to have more than one agent (or
hostess)
• Build rapport
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

43. During the Open House
• Ask qualifying questions:
– This home is priced at $225,900, what price did
you have in mind?
– How did this property compare to what you were
looking for?
– As you can see, this home has three
bedrooms, how many did you need?
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

44. During the Open House
• More qualifying questions:
– Where do you live now?
• Would you need to sell that before buying?
– How long have you been looking?
– How soon do you need to relocate?
– Are you currently working with an agent in your
home search?
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®

45. After the Open House
• Clean up
• Secure the property
– Turn off lights, etc.
• Leave fresh flowers for seller with
thank you note
– Provide feedback to seller
• Pick up ALL signs
• Send thank you notes to all who attended
– Including other agents
• Send thank you note to those who allowed
directional sign
• FOLLOW UP, WORK THE LEADS, MAKE MONEY!
2009 Century 21 Advantage. All MLS ® Stats from the Central
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Alberta REALTORS® Association MLS®