Mortgage Visuals: It's About Time

Guest Editorial - National Mortgage Professional Magazine

July, 2014

Have you noticed that the proportion of visual, infographic and video content is increasing? Visual business content is exploding - but it’s not just more decoration. Visual communication - graphics and videos - are increasingly put to use to convey complex ideas of all kinds. I think it’s

actually a matter of necessity, forced by increased complexity, information overload and lack of time.

In 2010, Eric Schmidt of Google noted that we now create as much information in 2 days as we’d created in total up to 2003. We can search much of the over 2 million billion gigabytes (zettabytes) of that information - but then we spend less than a minute on the average web page. We can’t read everything we should, and apparently we don’t really try, judging from web-visit durations.

Chart For Guest Editorial.png

This has everything to do with visuals, because (as it turns out) we process and comprehend visuals far faster than text. According to Forrester:

  •  people process visuals 60,000 times faster than text
  •  1 visual or video frame conveys as much as 3 pages of text
  •  1 minute of video conveys as much information as 1.8 million words

Well-designed visual media can make complex subjects and relationships clear faster (and frequently better) than words alone.

From an outsider’s perspective, it’s a bit shocking to see how deeply the mortgage world swims in details - oceans of numbers, seas of words and nothing firmer than archaic Excel charts in sight.

I’d suggest thinking of your design department and media vendors more strategically. (It worked for Apple...) If that infographic or video seems expensive, think in terms of a 60,000x return on attention. Your customers and employees don’t have more time; the more meaning in a minute, the better.

Email Marketing Maximizes Your Exposure

There's little doubt that the U.S. real estate market is undergoing a profound transformation. After several years of freewheeling lending practices and unsurpassed increases in home valuations, the real estate market is undergoing a major correction. Home values are dropping in many areas around the country, and some homeowners are facing an impending uptick in their adjustable rate mortgage payments, placing them in an untenable position.

In short, it's a volatile market. Lenders are tightening the criteria for mortgages, and the window for subprime lending is closing. Some homeowners who are holding subprime mortgages are facing foreclosures, while others are trying to sell their homes before they find themselves in a negative equity situation. As a result, real estate professionals, investors, and home sellers are scrambling to gain an edge in a competitive marketplace.

Real Estate & Mortgage Marketing

Long gone are the days when traditional methods of real estate marketing are sufficient to move properties. A sign on the lawn, a Multiple Listing Service listing, and an open house still have their place, but they comprise only one facet of an effective real estate marketing campaign.

Just as in most other areas of business, the Internet is playing a crucial role in real estate. Online listings of homes for rent, homes for sale, and foreclosures draw an increasing number of buyers and investors. Photographs and video are increasingly being used to whet the appetites of potential buyers. Still, online listings and multimedia presentations are relatively passive forms of marketing in this competitive era. Those who are on the cutting edge are utilizing the Internet to their best advantage, and taking strategies from the playbooks of those in other fields.

Email Marketing as a "Push" Strategy

If drawing potential real estate buyers to an online listing is a "pull" strategy, then real estate email marketing is a "push" strategy - one that makes sense in today's marketplace. After all, retailers and e-tailers use email marketing to their best advantage. Email inboxes are stuffed with large and small business emails alike. It makes sense that real estate email marketing can also be effective, in that it delivers information about agents, developers, sellers, and their respective properties directly into the hands of interested potential buyers.

Email Marketing is Easier than it Seems

At first blush, real estate email marketing may seem out of reach for many people. After all, their expertise is in real estate and they may not be very tech savvy. On the contrary, there are online real estate services that make email marketing a cakewalk for virtually anyone.

When looking for an online email marketing service, choose one that can help you create emails, manage your contact lists, and obtain tracking reports. Essentially, you should be able to send your first email marketing piece in less than an hour. The best services have "wizards" that allow you to, for example, put together email newsletters using a Web interface and on a single screen. Templates and click-and-drag functionality allow you to easily arrange text, upload photos, and instantly see what your recipients will see when they receive your email.

Once you've sent your emails or newsletters, the service should enable you to track the results, telling you how many emails you sent, how many bounced back, how many people opened the email, how many clicked on the links, and how many forwarded it on to others.

There's little doubt that real estate email marketing is a cutting edge tool that helps push your message into the inboxes of potential buyers. And in today's competitive environment, it's an advantage you can't afford to be without.

Video Makes EMail Marketing More Effective

Video Makes EMail Marketing More Effective

Where Does Video Fit In?

Whether you're shooting your own, or licensing content, or both, video makes email marketing dramatically more effective.  Click-thru rates, conversion rates, read rates - everything goes up with a video.

The Fast Forward Stories service has email marketing integration built in - putting that little thumbnail image in the email and linking to the video just takes a click. These platforms are supported - check with us, others are being added regularly:

Accrisoft, Awebe, Blue Hornet, Campaign Monitor, Constant Contact, Dotmailer, Email Contact, Emailvision, Emma, GetResponse, HubSpot, iContact, Infusionsoft, Lyris, MadMimi, MailChimp, Marketo, Pardot, Sendible, Vertical Response and WhatCounts

 

Video Is Big

BuzzFeed just raised $50 Million from some very smart investors.  Andreessen Horowitz - the VC firm - sees them becoming a "preeminent media company."  Congrats to them - that's fifty million votes of confidence from perhaps the leading venture firm of the day.

The first item in the list of planned investments?

Video.

"In an interview with Fortune, BuzzFeed CEO Jonah Peretti said he believes the video business could become as big or bigger than BuzzFeed.com. “Video is a huge, mega-trend, and the fact that it’s being viewed on mobile at such a high rate and being shared at a high rate aligns all these things together,” he said. “Digital, video, mobile and social can all be the exact same thing: someone sharing a video they love that they viewed on their mobile device.”

http://fortune.com/2014/08/11/buzzfeed-video-qa-peretti-frank-perelman/

These guys make a lot of video.  According to the article linked above, they've produced some 1,800 videos with a total of 1.7 billion YouTube views.  100 employees, 20,000 square feet of studio space. Zowie.  We're only at 500 videos but we'll keep working at it.

A couple more snippets worth noting. "We never expected people would watch video on their phones, but now we’re seeing like half of our views are mobile." And "We are still in a position where YouTube is the majority, but that ratio has been declining over time. "

And this one - my personal favorite.

"Q:  Would you prefer to own the distribution rather than outsource it?

There are definitely advantages to owning distribution pipes, but I don’t tend to think of the advantages in the same way that I think traditional folks think about it. The idea is not a monopolistic intention. Those days are gone. But owned distribution means you can get a lot more data. "

Wow. Thanks.  That's exactly why we combine content and hosting in one service. 

I'm delighted for the BuzzFeed guys. We aren't aiming to do what they do, but it's great to see someone make a $50M bet on video.

Synergistic Paradigm Shifts

I'm laughing and crying at the same time.  Weird Al (Yankovic) is a great comedian and parodist, and this send-up of corporate jargon is worth the 4 minutes of laughs.

This demonstrates that visuals can be just as meaningless as words if you work at it.  I think this is going to be required viewing for our custom-video clients!

Excel Formats - Hide 0 (Zero) Values Easily

You never know when you're going to learn the things you use most.  Mine came mainly from holding the flashlight for my Dad (thanks, Dad. You are AMAZING.) From a career perspective, though, I'd have to say my time as an tech support guy on Excel 1.0 has been nearly as useful as any given year of my many in higher ed.

Excel was a Mac app first.  Did you know that? Yup.

Excel shipped on the Mac before Windows 3.0 shipped on the PC.  (For the record, Win 3.0 - which was really the first adequate GUI on the PC platform, shipped on my birthday in 1990. Coincidence?  One wonders.)  Here's the funny thing. There are fundamentals about Excel that were there in 1989-90, that are useful today, that most people STILL don't know today. Here's one such tip.  

Situation:

  • You have a calculation formula in a range of cells.
  • Some results are POSITIVE.
  • Some are NEGATIVE.
  • Some are ZERO.

Did you know you can make the ZERO results invisible just by formatting?

THE KEY:  Format Cells.

Excel has a nomenclature and structure for number formatting.  The punchline for our immediate purpose, so you'll remember it:

Positive;Negative;Zero;Text

Select a range with a mix of positive, negative and 0 results. Try this:

  • Open Format-Cells.  
  • Scroll to "Custom" at the bottom.
  • Create this custom format:  ;;""  (that's semicolon, semicolon, quote, quote)

Cells with a zero value will display as blank. The cool thing is, they'll still have the numerical value  0.  

I learned that about 25 years ago.  Spreadsheets that show

  • 0.00
  • 0.00
  • some number
  • 0.00

still kinda irk me.  Usually, zero means nothing so don't tie up my brain cells showing me a symbol for nothing. Just Format-Cell-Custom-;;""

 

A Little More Detail Than You Wanted

Positive;Negative;Zero;Text

Excel has a bunch of format operators for any type in this mix.  Commas (#,###), percent formats (%.%%), place-padding (the format "00000" will force those pesky East Coast ZIP codes that start with 0 to show - e.g. 01235.  Google and read up a bit.  Formatting beats custom formats to death 'cause it doesn't affect the underlying value.

Think about that for a sec - you can HIDE negative numbers (format:  ;"";  ) but still use 'em in a calculation elsewhere.  Zowie.

 

Online Video Fills The Internet Pipes...

Business Insider annoys me.  I want to ignore the charts because they're linkbait, but geez, look at that. Yes, video is going to hog the traffic.

My technical side says "well, of course it's going to hog traffic because video is "fat" - it takes more storage and bandwidth.

My video side says "yeah, but it (can) also say a lot more."

How many video assets at your fingertips?

Co-Branded Video

Sergio Gonzalez of 3Sixty Strategies wrote a great article for Inman about co-branded video marketing.  He said this:

Realtors have only one question of lenders: “How can you help grow my business by way of listings or prospective buyers?” Savvy Realtor/lender teams are providing the answer to that question with co-branded video marketing.

Here's a listing-video example (the one Sergio used in his article):

It makes sense.  Ultimately a buyer isn't looking for a listing, they're looking for a home. They're not going to get it without the help of both agent and lender.  Each business spends less (on video production) and gains more.

I'd suggest a few things if you're considering co-branded video.  Video is kind of "fun and sexy" - c'mon, you know it's more fun than PDFs!  That makes it easy to get caught up in "the video."  Don't.  You won't have one video. That's not where marketing & communication are going. You'll probably have dozens within the year, and hundreds before you know it.

The more you can handle all of the pieces that make up that video as assets, the better off you'll be in the long run.  Was there a script?  Get it.  Was there unused footage and B-roll?  Get it.  That nice co-brand visual? Don't just leave it on "the video" - get it and save it for the next dozen.  

Rights are also assets.  I admit, I'm not nuts about the "corporate" soundtrack here, but unless someone really didn't do their job, this music was rights-cleared.  If it's your business, make SURE the rights were cleared, keep a copy of that license and see if it gives you options for future use.

The video itself is an asset, too.  That sounds obvious but isn't.  Do both the banker and the realtor here have the master video files?  Do you?  Don't just assume that because it's on YouTube, it's a done deal. 

We advise thinking of YouTube as a channel, not a master.  Yes, putting video on YouTube (particularly short-lived stuff like listings) can be useful.  Don't use YouTube to solve your own website video, though. That's basically an open invitation to people to leave your site, go browse your competitors listings and then end up watching cat footage.  Use a business video hosting solution.  (We think Wistia is head-and-shoulders the best of the bunch.)

The data coming from the video is also an asset, and co-brand should mean co-data. Do both agent and banker have access to the view data for this example?  They should - it can be invaluable. 

Ask all of those "asset" questions in advance. Like it or not, you're in the media business!

Kudo to Sergio for pointing out this effective strategy. You'll see more & more it it going forward.

 

 

Hispanic Consumers & Mobile

PWC (PriceWaterhouseCoopers if you're old enough) just released a study entitled "Mi Móvil: Hispanic consumers embrace mobile technology."  They're a former client of ours - we created a video aimed at both personnel and clients, that helped them explain their inductive-reasoning approach to strategic consulting. So we keep an eye on what they publish. Smart company!

But I digress. 

Hispanic-Americans are the fastest-growing minority in the US, and as mentioned elsewhere, a powerful force in real estate.

This PWC study is based on a recent nationwide survey of 500 Hispanics and 500 non-Hispanics, age 18-65, augmented by focus groups and social media "listening campaign."

My cherry-pick of the relevant stuff:

  • Hispanic consumers use their mobile devices more.
  • They perceive themselves as inherently more mobile
  • Entertainment matters, including Spanish language as-desired
  • Access to critical information is key
    • "They tend to use Internet and social media information more often than non-Hispanics"
    • They share significant concerns about sharing personal information
  • And "Hispanic consumers both stream and download video content to a greater degree than non-Hispanics."

Wow. That's a big difference in video habits.

Candidly, at times I thought everyone else in the company here figured my interest in captioning our videos in other languages - starting with Spanish - was a little Quixotic.  (Don who??) Piffle.  

Look at the demographics.  I realize Hispanic ≠ Spanish-speaking - duh.  But nobody should be excluded from decisions as big as housing because of language barriers.

We designed our video library with mobile in mind - the visuals, sound and length are tailored to suit consumer preferences for mobile-video viewing.  (And our awesome video platform, Wistia, plays them beautifully on every mobile platform we've tested.)

From http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf

From http://www.pwc.com/us/en/industry/entertainment-media/publications/consumer-intelligence-series/assets/pwc-consumer-intelligence-series-hispanic-consumers-mobile-technology.pdf

If your market includes Hispanic-Americans, take a long look at how you're meeting their needs as customers.  And let us know if we can help.

Home Buyer And Seller Generational Trends 1

Last July NAR mailed out a 122 question survey to 148,011 recent home buyers.  They got 8,767 back - that's almost a 6% response rate.  Not bad.   I really hope that "mailed out" is a generic term, and that there weren't actually 139,244 paper surveys that went straight to recycling.  Please tell me it was at least a mix of paper and digital, or I'm going to be suspecting the results from the very beginning.

The survey page, with bullet-ridden summary slides and a meatier PDF, are here:

http://www.realtor.org/reports/home-buyer-and-seller-generational-trends

There's more than enough to chew on here for multiple blog posts. 

How would you expect home-buying to break out among Gen X, Y, Boomers and the Silent Generation?

NAR's data says this:

  • Gen Y - 31%
  • Gen X - 30%
  • Younger Boomers - 16%
  • Older Boomers - 14%
  • Silent - 9%

In other words, it's a three-horse race - Y, X and Boomers.  If it was sent via paper survey, I'd multiply the Gen Y figures - to get ANY returns on a paper survey from Gen Y is nothing short of amazing.

Gen Y are digital natives, with a personal computer somewhere in their childhood. 72% of them, according to Forrester, own a smartphone. They buy more apps than their Millennial younger sibs.  Forrester says they have more disposable income.  (As a parent of teenagers, I disagree. Mine are perfectly happy to dispose of my income; what they lack for their own app purchases is a credit card.)

Those top-line numbers practically scream "content marketing" to me.   Sure enough, Exhibit 3-1 on Page 39 - "First Step Taken During The Home Buying Process":

  • Looked online for properties for sale   42%
  • Contacted a real estate agent  17% (esp. Boomers)
  • Looked online for information about the home buying process 14%
  • Drove by homes/neighborhoods 7%

Look at your web site, social media and marketing.  How much attention are you paying to #3?  (Can you really differentiate in #1?  Aside from a great photo, what can you do about #2?)

More on this study.  Darn interesting.  Too bad they share the data in little Excel tables only.

 

 

How Real Estate Companies Are Getting Results With Video

Inman posted a nice interview with Stephen Schweickart of VScreen.  I'm sharing it here 'cause, obviously, we think video is a really good idea.

VScreen is another great source of video content for professionals in the real estate market.  Their current offering is 20 Consumer Tips videos, with 4 rotating every month, at $249/mo. Judging from the interview, it's YouTube centric as well.

The live models and real sets are really polished - nice looking, professional, businesslike. 

For what it's worth, we don't use live-action video for a very simple reason: visual communication is too important.  If we want to show a bag of money and a house balancing on the tip of a bank, we can. (We did, actually).  Live video is constrained by that pesky thing called "reality."(Research shows that line drawings convey distinct concepts more clearly than photographic images.  Makes sense if you think about it.)

It's just a different design tradeoff, really; nobody is going to describe line animation as "polished".  I have no doubt that there are lots of real estate folks who are going to prefer the familiar model-on-a-set video look.  Plenty of room in the pond! Take a look at VScreen here

--md

The Keyboard Shortcut That Increases Your Typing Speed

What's the most-used key on your keyboard?

Probably the spacebar.

What do you think #2 is?

Letter-frequency counts would say the "e" key.  I don't think so.

I think it's the Backspace.

So, I apologize for a blog entry that has NOTHING to do with explanations, video, mortgage or any of that - but this is too useful, gotta say something!

On The Mac:

Backspace deletes the previous letter.

Option-Backspace deletes the previous WORD.

Try it.  

On Microsoft Word (Windows):

Backspace deletes the letter.

Control-Backspace deletes the previous WORD.

Most of us type along and hammer the BACKSPACE when we make a typo.  Trouble is, you spot the typo several words later, and it's just easier to backspace over everything in between. BANG BANG BANG BANG goes my Backspace key.

You'll be amazed how much faster it is to wipe out entire words, and once your muscles learn Option-Backspace...yeah, you can thank me later.

I don't have a Windows machine sitting here to test - it may be that Win7 or Win8 has that keyboard shortcut in the OS as well.  I just remember it from typing thousands of dissertation and thesis pages in Word for Windows.  I was delighted to stumble on the Option-Backspace in the Mac OS - this after being back on the Mac for a decade!

One last tip - if you are on Windows Word, my muscle memory is that Shift-Control-Backspace would take out the previous sentence.  Doesn't work on Mac Word or Pages. Oh well.

 

Do You Know This Driver Of Homeownership Demand?

What group of Americans, by ethnicity, is growing fastest and is more likely to prefer owning a home?  

According to FannieMae's study last November, the Hispanic population is likely to be a substantial source of growth in homeownership demand. The Big Fan conducted @3,000 telephone interviews (in 2012), and brought out this report.  It's really worth a look.

www.fanniemae.com_resources_file_research_housingsurvey_pdf_101713-topicanalysis.pdf.png

http://www.fanniemae.com/resources/file/research/housingsurvey/pdf/101713-topicanalysis.pdf

We ran across this study when we were developing our  library for real estate.  It prompted us to take the plunge and double up on the library, creating a second version of each video with Spanish captions. (My best friend of the last 40 years is Mr. Garcia, so it wasn't that hard to get behind the decision.)

If you're interested, in fact, the free video of the month for March is this one:

(Yeah, we have a club - get a free video every month. Sign up at the end of the video if you're interested.)

A very very smart real estate CEO told me once that his success was all about paying attention to demographics. He was referring to the Baby Boomers, but that's not the only wave in the pool. This one looks pretty significant - California, Texas, Florida anyone?

 

 

 

Order Tonight, Video By Lunchtime

A nice gent named Paul Diaz filled in our Get One Free form last night at about 9PM Pacific time.  He's in Florida, so I'm going to assume he's a night owl.  I saw the new-order alert on my phone, but wasn't in the office.

The next morning we:

  • put together the brand visual with his logo & contact details
  • set up video-hosting project for him
  • added the video he'd requested ("How Do I Set The Price On My House?")
  • put his brand visual on the video
  • customized a Wordpress and plain-text import file
  • sent him everything - credentials, files, instructions

Around 11AM Pacific, I thought to look at his web site.

The video was already there!  Kudos Mr. Diaz!

Here's the cool thing (at least, we think it's cool.)  If he'd ordered the full library (85 videos currently), they could have been on his web site by lunchtime as well.

We spent a considerable amount of development and engineering time to be able to send Wordpress/text articles with each client's video content pre-embedded.  

If you think adding 10 or 20 or even 85 articles and videos to your content assets might help your clients and your business...give it a try. Sign up tonight and have it done by lunchtime tomorrow.

 

Paul D. Diaz, Sr., P.A. - Paul D. Diaz, Sr., P.A..png

Bitcoin - This Other Guy Explained It...

I've been called a geek way too many times not to think there's something to it, and there are far more computing devices than people & pets in my house.  However, I don't have the math background for the truly deep compute problems.  I enjoy getting this stuff at a conceptual level, but after skipping algebra to go play piano enough times...nyeh.

It's been fascinating to follow Bitcoin, but (like many) with a pretty vague understanding of it. I ran across a long but very clearly-written article that put a lot more substance to it.   The real substantive article is here:

How the Bitcoin protocol actually works

I wouldn't do justice rewriting it, but I'll give you a high-level framework on which to decide whether it's worth reading. Based on what I gleaned, I'd say we have a naming problem.

Bitcoin isn't a currency.

It's an economy.

Or perhaps more accurately an economic system (that happens to be digital.)

The cryptographic and communication "checks and balances" built into the protocol do what economic systems do (at least in theory).  They self balance value, work, value-creation, value-transfer, and attempt to rule out injurious actions like lying and cheating. (And a lot more.)

It's natural to speculate.  Will this take off? Will it replace what we currently call 'money.'  I'm not qualified for definitive answers, but as a piano-playing humanist...I don't think so.  Godel argued that any math system is incomplete for all math. For a math system to be complete for all the mess, motive and fun of a (human) economic system strikes me as even less likely.

Let's put it in real estate terms (where I'm even less qualified.)  Why, after centuries of real estate being bought and sold, are there still SO many parties involved - so many rules and records and exceptions and errors?  Because it's a human (and historical) economic system.  

More fun than math, though...kinda like the piano.

(If you're looking:  Estonia pianos are wonderful.  Handmade. No devices involved :-)

--md

Happy Grasshopper: NICE!

I ran across the company/service called Happy Grasshopper, and thought they were doing something really fresh and smart.  This is what they say about themselves: 

"We use email to create conversations for
salespeople, small business owners & professionals."

They combine content - in their case, engaging writing and content links - with technology (email platform.) 

On a whim, I wrote to their customer service address - hey, hi, you don't know me but there are some parallels, maybe there's an opportunity to work together.

Celeste - who I think is one of the co-founders - responded within 24 hours, and we were on the phone the next day.  She was as engaging and charming as their emails, with a wealth of wisdom about the real estate professionals as a market.  (Thanks very much, Celeste!)

If you're struggling to stay in touch with people you know, or build your recruit base, take a look at the Happy Grasshopper.  If you're like me, all things being equal you'd rather do business with people you like.  These folks are very real & very likable - check 'em out.

(cool service, too!)

--md

What Are The Advantages Of 15 & 30 Year Fixed Mortgages?

Those of you who work with mortgages & long-term financial issues all day forget that the rest of us mortals...well, we don't fully get it.

For both of the common fixed terms, as we show you in this video, compared with other options, the biggest key is that housing costs won’t be affected by interest rate changes and inflation.

With A 30-Year Term: In the first 23 years of the loan more interest is paid off than principal - meaning larger tax deductions. As inflation and costs of living increase mortgage payments become a smaller part of overall expenses.  Take a look at the principal/interest curve that's depicted visually (under the payment 'dump truck'.) It's mathematically accurate - yes, you are paying a LOT of interest at the beginning.

With A 15-year Term: Loan is usually made at a lower interest rate. Equity is built faster because early payments pay more principal. And the loan is paid off earlier.  It's worth comparing this curve to the 30-year curve.

Of course, compare payments, principal and interest totals to make a decision.  

If you want a free branded version of this video for your agency or brokerage, click here.

What Is A Mortgage Anyway??

I'd hazard a bet that many people have signed the biggest loan of their lives - their mortgage - without really understanding the basic structure.  I did, at least the first time around?

You think your mortgage is the loan on your house? Sort of!  There are actually two components.

The original phrase “mort gage” translates as “death pledge”! But as this video explains, a mortgage is a loan obtained to purchase real estate.  The "mortgage" itself is a lien - a legal claim on the home or property that secures the promise to pay the debt.  I can imagine some French lord saying "your cheeldren will pay, serf."  Something like that.

Mortgages, like most loans, have two features in common: principal and interest.

The principal is the amount you are borrowing which is “secured” by the lender’s claim on the property.

The interest, usually stated as the percentage rate is the additional amount paid for borrowing. Mortgage interest is ‘compounded’ - interest on interest, over time.  

Einstein was quoted (probably aprocaphal and inaccurate, but what the hey) as saying that the greatest invention of the human mind was compound interest.  It's tough to get a grasp of the difference between (say) 4% and 5%, but it's BIG because of compound interest.  

I think our brain says "speed", when it's really "acceleration."  Argh.  Watch this, it might help.

This video - and a couple hundred others - are available licensing at Fast Forward Stories.

Hispanics & The Real Estate Market (Fannie Mae 1)

Fannie Mae just released the results of a national survey.  Here's their exec-summary punchlines:

"The Hispanic population is likely to be a substantial source of growth in homeownership demand in the U.S."

and

Hispanics are more likely than the general population to prefer owning and to expect to buy a home in the near term, despite concerns about getting a mortgage.

The full study is here: Fannie Mae National Housing Survey - Hispanics: A Key Driver of Future Homeownership Demand.
 

Source:  Fannie Mae 

Source:  Fannie Mae 

I include this next chart with a caveat.  Yes, the change in mindset shown by the gap between red and blue, particularly in the last few quarters, is a dramatic story.  The visual communications method is poor, though.  It's not a zero baseline - in fact, the baseline isn't even stated!  (On a guess, the baseline of this chart is 50%).  

So the VISUAL says that Hispanics are now more than twice as likely to say that lifestyle benefits blah blah blah (18% vs 8% is what's charted, when you account for the baseline.)  The actual gap is much smaller - 68% vs 58% is only a 15% difference.

Source: Fannie Mae

Source: Fannie Mae

Regardless...this is cool.

We invested in translating and producing an additional 75 videos with Spanish captions. Language shouldn't be a barrier to making decisions about something as important as a home.

--md