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Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
ABOUT THIS MATERIAL• Data
– The source of all data contained herein is FMLS listings data for real estate transactions occurring in 41 selected FMLS areas and
does not necessarily represent all market activity either for those areas or for the Atlanta Metro area.
– Analysis is performed by ChartMaster Services, LLC, an independent data analysis firm which cannot and does not warrant the
accuracy or completeness of the data or its publications.
– FMLS neither guarantees nor is in any way responsible for its accuracy.
– Accordingly, ChartMaster Services, LLC hereby disclaims any express or implied warranties, including those of merchantability
and/or fitness for a particular purpose, and hereby notifies all readers and users that any reliance upon the data, information,
analysis or opinions contained in any of our publications shall be at the reader’s own risk.
• Terms of Use– These reports provide a competitive advantage for agents in participating Keller Williams offices and should be used in a manner
to protect that advantage.
– Reports are provided by ChartMaster Services, LLC exclusively to Keller Williams and should be treated as proprietary to those
offices contracting for the service, not for distribution or posting to web sites in their entirety .
– Reports, either whole or in part, may be used in consultations with clients and prospects during the normal conduct of business
by real estate agents in offices contracting for the service.
– Agents in contracting offices are also encouraged to use selected charts in lead-generation activities as a way to encourage
prospective clients to contact the agent for additional information.
– Acceptance and use of this report shall constitute acceptance of these terms.
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2014 Buyer Consultation
Purpose• Convince Buyers to work with you – the market expert
• Educate Buyers on market conditions that affect their buying decisions
• Show Buyers why now is a good time to buy
• Encourage Buyers to be make realistic offers supported by market data
• Help Buyers focus search in areas that are most likely to provide properties that meet their needs
Design• Combines charts from the Quarterly Report, Area Comparison Report
• Each chart has notes in addition to chart talking points
• Notes can be viewed by using the “view” menu in PowerPoint and selecting “notes page”
• When presenting or printing pages, notes are not visible
Agent Information
2
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
Finding Your
Next Home
3
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
FITP
FULTONOTP
DEKALB
PAULDING
DOUGLASDEKALB
GWINNETTWEST
EAST
COBB
FULTON
OTP
FORSYTHCHEROKEE
DEKALB
COBB
Metro Area Counties Included
The source of
information used
in these charts is
FMLS data from
these 8 Metro
Counties
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5
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
5
Metro Area
FMLS Areas
Included (41)
Cherokee County:111 113
112 114
E. Cobb:81 82 83
W. Cobb:71 73 75
72 74
DeKalb:24 42 52 121
41 51 53
Douglas:91
Forsyth:221 222 223 224
Fulton OTP:13 14 131 33
Fulton ITP:31 21 132
32 22 23
Gwinnett:61 62 63
63 65 65
Paulding:191
111
66
113
112
223
221
222
62
63
13
14
121
51
114
64
61
65
41
42
75
74
73
72
91
191
81
82
83131
71
132
52
21
24
2322
31 32
53
33
224
53
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Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
Monthly Sales trend higherAn upward trend began in 2011, after the slowdown following expiration of government purchase incentives, however sales have flattened somewhat in recent months
Buyer ConsiderationsIncreasing sales have reduced the inventory of unsold houses causing the market to become much more competitive for buyers, reducing the number of available alternative properties and reducing buyers’ psychological advantage in contract negotiations
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Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report1Q 2015 Data Only
7
Sales by price range and New vs. Resale properties
Sales were much lower in the <$100K price range and relatively flat in the $100K-$199K range, keeping the overall change nearly lower in 1Q 2015 than it would have been othewise
All price ranges above $100K had increased sales compared to 1Q 2014
New properties were 11.7% of 1Q 2015 sales
Buyer ConsiderationsHigher sales could increase buyer competition for Resale properties priced above $100K compared to 1Q 2014
Buyers of both New and Resale properties may see increased competition in price ranges above $100K compared to the same period in 2014
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
The total number of Active listings declined compared to previous years, while the number of sales has increased slightly
Since Jan, 2009 total Active listings have dropped by -58% in March, 2015 while sales have more than doubled
This year has seen the first increase in listings in the last 3 years (+29.4% in March 2015 vs. low point in Feb., 2013)
Buyer ConsiderationsWhen fewer Active listings are available from which buyers can choose, competition for those fewer listings increases, reducing negotiating leverage for buyers
When sales stay relatively constant while the inventory of active listings declines, competition for the declining inventory increases changing the psychology of the market from a “Buyer’s market” to “Seller’s market”
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
9
Active Listings declined
consistently during most of 2011
and all of 2012 but began to
increase in late 2013 while
demand also increased, forcing
Supply into a Seller’s Market
condition below 6 months of
supply
Supply is now at 4.3 months in
March, 2015
YTD Sales are +8.3% higher
while Active listings have
increased slightly, producing a
relatively stable supply
Buyer Considerations
Competition for a smaller
inventory has increased causing
rising median sales prices,
decreasing median time on
market, fewer price reductions
and increasing median S/L %.
A continuation of recent supply
increases may signal a return to
a more normal supply/demand
relationship and a Balanced
Market condition.
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
10
The shift toward a Seller’s Market resulted in sharp increases in median sales price
The combination of low interest rates, much lower inventory and fewer distressed properties allowed the median sales price to rise by +10.8% in 1Q 2015, compared to 1Q 2014
Buyer ConsiderationsCompetition has increased for a shrinking inventory causing increased median sales prices, lower time on market, fewer price reductions and increased S/L %.
Negotiations have shifted to a Seller’s market condition allowing sellers to hold prices closer to original listing prices during contract negotiations
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
11
The shift toward a Seller’s
Market also resulted in a
sharp increase in median
Sales Price/Original List
Price percentage (% S/L)
The combination of low
interest rates, much lower
inventory and fewer
distressed properties
allowed the median % S/L
to remain higher at 95.2%
in 1Q 2015
Buyer Considerations
Increased competition has
reduced buyers’ leverage in
contract negotiations
Buyer’s may now have
more difficulty getting
offers accepted at a low
percentage of the seller’s
asking price
1Q 2015 Area Comparison Report
Single Family Detached ResidencesProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty
111
66
113112
223
221
222
62
63
14
121
51
114
64
61
65
41
42
75
74
73
72
91
191
81
82
83131
71
132
52
21
24
23
22
31 32 53
Months of Supply
December, 2014:
<3.0 Months
3.0 - 3.4
3.5 - 3.9
4.0 - 4.9
5.0 - 5.9
6.0+
Metro Area Total:
3.8 months
Areas With 20%+
Distressed Sales:
13
County
GroupingsCherokee County:
111 113
112 114
E. Cobb:
81 82 83
W. Cobb:
71 73 75
72 74
DeKalb:
24 42 52
41 51 53
121
Douglas:
91
Forsyth:
221 222 223
224
Fulton OTP:
13 14 33 131
Fulton ITP:
31 21 132
32 22 23
Gwinnett:
61 62 63
64 65 66
Paulding:
191
224
33
FMLS data for single family detached
residences. Data is believed to be
accurate, but is not warranted.
©2014 Chartmaster Services, LLC.
All rights reserved. This page may
not be reproduced without the
written permission of
chartmasterchuck@aol.com.
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market ReportPrevious Listing Periods Included
13
The total number of both
distressed and non-distressed
Active listings has declined
The Distressed property
percentage of active listings
has declined from the high
point of 31.6% in 2011 to
8.5% in December, 2014
Buyer Considerations
When fewer Active listings
are available from which
buyers can choose,
competition for those
fewer listings increases,
reducing negotiating
leverage for buyers
Distressed properties are
still a significant part the
inventory, although they
have declined by -25%
since December, 2013
while non-distressed
increased by 11%
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
14
Distressed sales as a percentage of total sales
Lower again 4Q 2014 at 10.8% of sales, down from 4Q 2013 by -11.1 percentage points
More than 58% of distressed property sales were foreclosure transactions
Buyer Considerations:
Although declining, a still-large portion of sales are distressed properties which may result in lower prices and sales at lower percentages of original asking price than otherwise
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market Report
15
Distressed/Non-Distressed Supply (listings) vs. Demand (sales)
Supply of non-distressed properties in price ranges above $500K is in the “Buyer’s Market” range above 6 months of supply
Supply in price ranges below $1.0M is in the “Seller’s Market” condition below 6 months of supply for Distressed properties
Buyer ConsiderationsDistressed properties have been in demand in all price ranges, increasing buyer competition for these houses, requiring faster action and better offers by buyers
Although now lower than previously, higher inventory for non-distressed properties compared to distressed properties leads to more competition between sellers in order to stand out from their competition, possibly resulting in more high-value property listings
1Q 2015 Area Comparison Report
Single Family Detached ResidencesProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty
111
66
113112
223
221
222
62
63
14
121
51
114
64
61
65
41
42
75
74
73
72
91
191
81
82
83131
71
132
52
21
24
23
22
31 32 53
Months of Supply
March, 2015:
<3.0 Months
3.0 - 3.9
4.0 - 4.9
5.0 - 5.9
6.0 - 6.9
7.0+
Metro Area Total:
4.3 months
Areas With 20%+
Distressed Sales:
13
County
GroupingsCherokee County:
111 113
112 114
E. Cobb:
81 82 83
W. Cobb:
71 73 75
72 74
DeKalb:
24 42 52
41 51 53
121
Douglas:
91
Forsyth:
221 222 223
224
Fulton OTP:
13 14 33 131
Fulton ITP:
31 21 132
32 22 23
Gwinnett:
61 62 63
64 65 66
Paulding:
191
224
33
FMLS data for single family detached
residences. Data is believed to be
accurate, but is not warranted.
©2014 Chartmaster Services, LLC.
All rights reserved. This page may
not be reproduced without the
written permission of
chartmasterchuck@aol.com.
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market ReportPrevious Listing Periods Included
1Q 2015 Only
17
List Price Reductions decreased
Low overall supply has not eliminated the necessity for price reductions as 45.2% of sales during 1Q 2015 came after a price reduction
The increase of +5.2 percentage points carried throughout most of these price ranges
Buyer ConsiderationPrice-reduced properties can present an opportunity for lower-priced offer acceptance
That opportunity was greatest in properties priced in higher price ranges
Price reductions increase this period possibly indicating that sellers are becoming more willing to negotiate
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market ReportPrevious Listing Periods Included
1Q 2015 Only
18
S/L ratios drop for Price-Reduced properties
After a listing price reduction, sellers in all price ranges received a much lower percentage of their original asking price than sellers not required to take a price reduction, dropping by -8.2 percentage points overall in 1Q 2015
Buyer ConsiderationPrice-reduced properties can be a signal of an opportunity for lower-priced offer acceptance
During 1Q 2015 the median overall S/L ratio for price-reduced properties was -8.2 percentage points less of the original listing price compared to a seller not required to reduce their listing price, and was higher or lower depending upon price range
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market ReportPrevious Listing Periods Included
1Q 2015 Only
Total Closed Listings (100%)
95.2 S/L*
68 DOM*
Price Reduced
(45.2% of Total)
90.0% S/L*
137 DOM*
Previously Listed (18.7% of Total)
88.3% S/L*
223 DOM*
Not Previously Listed
(26.5% of Total)
91.3% S/L*
95 DOM*
No Price Reduction
(54.8% of Total)
98.2% S/L*
22 DOM*
Previously Listed
(4.9% of Total)
97.7% S/L*
162 DOM*
Not Previously Listed
(49.8%Of Total)
98.3% S/L*
19 DOM*
What is the REAL STORY?Many times listed properties will have expired
or been withdrawn one or more times prior to
the listing period in which they sold. Including
the original listing prices and cumulative days
on market from those previous listing periods,
results in a more realistic set of measurements.
The Real Story
19
* Medians: Half are above
and half are below
Right Price/Right AgentRight Price/Wrong
Agent
Right Agent/Wrong
Price
Wrong Price/Wrong
Agent
FMLS data for single family detached residences. Data is believed to be accurate, but is not warranted. ©2015 Chartmaster
Services, LLC. All rights reserved. This page may not be reproduced without the written permission of chartmasterchuck@aol.com.
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market ReportPrevious Listing Periods Included
1Q 2015 Only
What is the REAL STORY?Many times listed properties will have expired
or been withdrawn one or more times prior to
the listing period in which they sold. Including
the original listing prices and cumulative days
on market from those previous listing periods,
results in a more realistic set of measurements.
The Real Story
20
* Medians: Half are above
and half are belowFMLS data for single family detached residences. Data is believed to be accurate, but is not warranted. ©2015 Chartmaster
Services, LLC. All rights reserved. This page may not be reproduced without the written permission of chartmasterchuck@aol.com.
(Double-click anywhere in graphic, enter price range number then double-click outside worksheet to finish)
Enter Your Price Range Number: 9 Desired Price Range Numbers:
1 <$100K
2 $100K-$199K
3 $200K-$299K
4 $300K-$499K
5 $500K-$749K
6 $750K-$999K
7 $1.0M-$1.49M
8 $1.5M+
9 All Combined
Total Closed9,020 Closings (100%)
95.2% S/L*
68 DOM*
Price Reduced4,079 Closings (45.2%)
90.0% S/L*
137 DOM*
No Price Reduction
4,941 Closings (54.8%)
98.2% S/L*
22 DOM*
Previously Listed
1,689 Closings (18.7%)
88.3% S/L*
223 DOM*
Not Previously
Listed2,390 Closings (26.5%)
91.3% S/L*
95 DOM*
Previously
Listed446 Closings (4.9%)
97.7% S/L*
162 DOM*
Not Previously
Listed4,495 Closings (49.8%)
98.3% S/L*
19 DOM*
21
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2015 Metro Market ReportPrevious Listing Period Data Included
21
Correctly pricing with the current market can result in multiple offers and sales prices at or above the Original Listing Price
In 1Q 2015, nearly 1 out of every 5 (19.8%) sales transactions resulted in selling prices that were equal to or higher than the original listing price
1,782 properties sold at 100%, or more, of their Original Listing price during 1Q 2015
Buyer ConsiderationsWhen high-value properties are found, competition may create a multiple offer situation, requiring highest and best offers resulting in a sale at a price higher than the original listing price
Builders will often hold tightly to their original listing price while negotiating extras in rather than lowering the selling price
1Q 2015 Area Comparison Report1Q ONLY
Single Family Detached ResidencesProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty
(NOTE: Double-click box below "AREA 1" to Enter first Area number, then enter any additional areas in corresponding Area boxes and double-click again to finish)
AREA 1 AREA 2 AREA 3 AREA 4 AREA 5 AREA 6
TOTAL
1Q 15 132 22 23 82 32 121
Number Sold 9,020 56 127 104 200 136 130
YTD Percentage Change # Sold 8.3% 7.7% 18.7% -8.0% 7.5% 19.3% 20.4%
Foreclosure Percentage of Sales 7.6% 1.8% 11.8% 1.0% 3.0% 13.2% 1.5%
% Total Distressed sales 11.8% 3.6% 15.7% 1.0% 6.5% 16.9% 2.3%
Median Sales Price $217,500 $816,550 $155,000 $546,000 $269,000 $218,953 $430,000
Median Sales Price % Change 10.8% 25.0% 121.4% -4.2% -1.9% 42.7% 13.2%
Median Days on Market (DOM) 68 173.5 61 40.5 51.5 56 63
Percent Change in DOM 7.9% 101.7% -4.7% -54.0% -23.7% -5.9% 2.4%
Median S/L Price Percent (% S/L) 95.2% 89.8% 93.5% 96.1% 95.8% 94.3% 95.0%
Percent with a Price Reduction 45.2% 62.5% 48.0% 35.6% 48.0% 41.2% 46.2%
Percentage points change in
number of transactions with a
Price Reduction 5.3% 20.2% -3.4% -17.5% 3.4% 2.6% -0.1%
Percent that were previously
listed 23.7% 42.9% 22.8% 23.1% 29.5% 25.7% 33.8%
Months of Supply of Listings 4.3 6.5 6.1 3.2 3.1 4.0 4.1
Percent Failed of Finalized
Listings 34.5% 45.1% 43.6% 30.7% 27.0% 35.5% 37.8%
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2014 Buyer Consultation
Buyer Home Information
Single Agent-Provided Contact Phone Number to Provide Immediate
Information On Any Listed Property - 24/7
- Call Agent-provided central number from any type of phone
- Integrated directly with FMLS database of listings
- Any property, Any phone, English or Spanish
23
Single Family Detached Residences
Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty
1Q 2014 Buyer Consultation
Real-Time Neighborhood Intelligence – Around
Properties of Interest
- For Sale - Pre-Foreclosures
- Foreclosures - Sales
- Bank/Govt. Owned sales - Government
Conveyances
Detailed activity directly affecting neighborhood prices
updated daily – Court House Records, FMLS,
GAMLS, Tax Records
Vital information for making offers consistent with
CURRENT neighborhood market conditions
Advanced Tool for Distressed
Property Evaluation
24
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