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ERES 2015
The effect of different pricing strategies in the Dutch housing marketIngrid Janssen
Roger Bougie
Koen Pillen
Istanbul, June 27th 2015
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Pricing strategies in the housing sector
• The common asking price strategy is still widely applied and gives potential buyers the opportunity to negotiate below a listed asking price.
• 2014: one out of 50 transactions were based on a bottom price strategy
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Introduction: trends in the Dutch housing sector
• Average Time on Market (houses sold):
• 86 days in 2007 to 176 days in 2013
• Market is recovering:
First quarter of 2015 T o M has decreased to 123 days
Source: NVM
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Introduction: trends in the Dutch housing sector
Average selling price existing housing stock
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Pricing strategies in the housing sector
• Bottom price strategy (best-offer-over or reserved pricing)
• Literature on the explanation of differences between listing (or asking) prices and transaction prices in different market conditions.
• Gan (2013) Australian market. Best-offer-over strategy is applied in a sellers market
• There is no evidence of the effect of this price strategy in a COLD market.
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Bottom pricing in a cold market
We found that this strategy is applied in two different ways:
1. From start
2. HalfwaySwitch: if the asking price strategy does not work out
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Hypothesis
The application of the bottom price strategy compared to the asking price strategy,
1. leads to lower transaction prices
2. shortens the Time on Market
“Switch” dwellings…
3. are sold for lower average prices
4. have a longer Time on Market
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Method
• Hedonic regression modeling
Transaction price model
Ln VKPi = ß0 + ß1VMi + ß2Fi + ß3Li + ß3Mi +εi (1)
Time on Market model
Ln VKTi = ϕ0 + ϕ1VMi + ϕ2Fi + ϕ3Li + ϕ3Mi +εi (2)
Where:
Ln VKPi = natural logarithm of sales price of dwelling i
Ln VKTi = natural logarithm of time on market of dwelling i
VMi = price strategy for dwelling i
Fi = physical characteristics of dwelling i
Li = location characteristics of dwelling i
Mi = market circumstances when dwelling i is for sale
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Data collection
Data-set
Time period January 2009 – June 2014
Total number of transactions about 500.000
“Asking price” transactions 24.583 (random sample)
“Bottom price” transactions 5.316
Data source: NVM (covers 75% of all transactions in Dutch housing market)
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Results transaction price modelDependent variable Natural log transaction price
Constant 8,785*** [0,036]
Independent variables: Pricing strategy (1=asking price) -0,045*** [0,007]
Fysical characteristics (F): Market circumstances (M)Sp. M. living space (log) 0,789*** [0,008] Transaction period (ref. 2009)Type (ref. Appartment) - 2010 0,016*** [0,005]- Tussenwoning -0,003 [0,005] - 2011 0,003 [0,005]- Schakelwoning 0,096*** [0,012] - 2012 -0,060*** [0,005]- Hoekwoning 0,008 [0,006] - 2013 -0,103*** [0,005]- Helft-van-dubbel 0,088*** [0,008] - 2014 -0,072*** [0,006]- Vrijstaand 0,151*** [0,012]
Building periode (ref. before 1945) Location effects (L) Not shown- 1945-1970 -0,141*** [0,005] - 1971-1990 -0,131*** [0,005] - Na 1990 -0,003 [0,006] Sq. M. M2 parcel (ref. 0 to 200) - 200 to 500 0,126*** [0,006] - 500 to 1.000 0,268*** [0,011] - >= 1.000 0,384*** [0,014] Maintenance - Inside (1 = ‘good’) 0,121*** [0,006] - Outtside (1 = ‘good’) 0,050*** [0,007] Isolution (0 to 5) 0,013*** [0,001] Centr. heating system (1=‘yes’) 0,073*** [0,007] Number of observations 26.232 Adj. R2 0,744
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ERES 2015
Effects price strategy on transaction price
The application of the bottom price strategy compared to the asking price strategy, leads to a decrease of the transaction price of ..
- 4.4%
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Time on Market modelDependent variable Natural log Time on Market
Constant 2,501*** [0,119]
Independent variables: Pricing strategy (1=asking price) -0,810*** [0,027]
Fysical characteristics (F): Market circumstances (M)Sp. M. living space (log) 0,325*** [0,026] Transaction period (ref. 2009)Type (ref. Appartment) - 2010 0,091*** [0,023]- Tussenwoning -0,256*** [0,023] - 2011 0,168*** [0,024]- Schakelwoning -0,091 [0,058] - 2012 0,294*** [0,024]- Hoekwoning -0,222*** [0,030] - 2013 0,335*** [0,024]- Helft-van-dubbel -0,055 [0,036] - 2014 0,229*** [0,030]- Vrijstaand 0,284*** [0,043]
Building periode (ref. before 1945) Location effects (L) Not shown
- 1945-1970 0,080*** [0,022] - 1971-1990 0,067*** [0,022] - Na 1990 0,186*** [0,027] Sq. M. M2 parcel (ref. 0 to 200) - 200 to 500 -0,031 [0,028] - 500 to 1.000 -0,072 [0,047] - >= 1.000 -0,136*** [0,052] Maintenance - Inside (1 = ‘good’) 0,239*** [0,029] - Outtside (1 = ‘good’) -0,028 [0,033] Isolution (0 to 5) 0,013** [0,006] Cent. heating system (1= ‘yes’) 0,062** [0,031] Number of observations 26.232 Adj. R2 0,087
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ERES 2015
Effects price strategy on Time on Market
The application of the bottom price strategy compared to the asking price strategy, leads to a decrease of the Time on Market..
- 55.5%
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Switch effect
• Results show that the transaction price of “switch” dwellings is 8% lower than transaction prices of dwellings that have been sold with a bottom price strategy from start.- > Not significant
• The number of “switch” transactions increased during the observed time period.
- > Sellers apply the bottom price strategy more often from start.
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Regional differences in application best-offer-over strategy
% number of bottom price transactions /% total transactions
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ERES 2015
Effect pricing strategy on transaction price: differences for regions
Type of region: Bottom price applied incidentally
Bottom price applied on a regular
basis
Bottom price applied
frequently
- No switch -0,095***[0,014]1 -0,025** [0,011] -0,016 [0,012]
1In regions where the bottom price strategy was applied incidentally, application of this strategy leads to higher price differences. (-9,5%, after correction: -9,0%).
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Effect pricing strategy on transaction price: differences for different building periods
Building period: <1945 1945-1990 >=1990 - No switch -0,101*** [0,020] -0,046*** [0,009] 0,003 [0,010]
• The more recent the dwelling was built, the smaller the effect of the best-offer-over strategy on the transaction price.
• It seems that for younger dwellings the best-offer-price is not associated with a lower quality.
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Conclusions
• Application of the bottom price strategy in a cold market leads to:– A price decrease (4.4%)– Decrease time on market (55.5%)
• This disadvantage disappears for:– In regions where the application of the bottom price is more
common– Dwellings that are built recently (> 1990)
• This research helps sellers and brokers to make more grounded decisions when choosing for a particular pricing strategy.
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ERES 2015