Case-Shiller Index Reported April 2012

April 24th, 2012

The latest Case-Shiller Index was published on April 24, 2012.  As always, the index reports on data 60 days in arrears. Therefore, the index reports Metro Atlanta home values for February 2012. So what does the latest index show and what does that mean for home values in metro Atlanta? Before we provide the answer, we want to make two caveats. First, the Case-Shiller index of home values is very different from average sale prices or median homes prices which only reflect what was actually sold in the market. If lower priced homes are selling more, then the average sales price will show a lower value than what market value may be for higher priced properties. According to SmartNumbers, almost 50% of closed sales are under $100,000 and the normal distribution would be in the 10-15% range. That skews the average sales price and median price lower. The median price is simply the home sales price in the middle of the properties selected. The Case-Shiller Index reports on repeat properties sold and other factors which are generally better indicators of home values. Second, this index reflects the average home values for all of Metro Atlanta. Remember, real estate is local and every market is different. There are some local communities that have held their values reasonably well and others that may continue to decline. In fact, some homes entering the market are getting multiple offers and closed prices above list price.  Your local Prudential Georgia Realty agent can help you understand the specific metrics in your local market. However, the Case-Shiller Index is a good general indication on what is happening in our market.

Now for the news…. The February index for Atlanta shows a 2.52% decrease in homes values from January 2012. The last seven months show a combined 22.29% drop which reflects the fact that short sales & foreclosures are driving down values. The Case-Shiller Index is a “rolling average” which means that trailing results can slightly change the results for the past few months. The current index reflects values similar to home values in the winter of 1996. The February index is 83.29 which is down 2.52% from January and down 17.27% from February of 2011.  Atlanta had the largest decline of any major metro since last year.  

But remember that real estate is local and markets are different!  Many of our sub-markets are seeing positive gains as their “for sale” inventory is getting very low and the mix of short sales & foreclosures is already back to lower levels.   The latest numbers from Trendgraphix and RealValuator show the “for sale” inventory down 35% from last year and down 41% from 2010.  Your local PGR agent can show you the specific conditions in your market so you can make better decisions. 

Click on the link below to open the Excel spreadsheet that shows the details of the latest index.

Case-Shiller-Index-Atlanta-February-2012-Index-Reported-April-2012

The peak of our market was July of 2007 according to the Case-Shiller index. Since July of 2007, our homes values have slipped 38.97%.  We expect to see a slight decline in the march index with values rising in the spring and summer. If you average the Case-Shiller Index for the past 12 months, we are down 29.9% from the peak. We believe it is more effective to use the ”average of the past 12 months” or “trailing 12 months” as an indicator instead of reacting to a specific month. Click to view the graph of the latest Case-Shiller results from 2010, 2011 and 2012.

Case-Shiller Metro Atlanta - February 2012 

If you look back further at home values, you can see that we had the bubble in homes values but are actually below the normal trend line. Of course, this is caused by an oversupply of short sales and foreclosures. As we work through this inventory and return to a more normal mix of resales and new homes, home values will rise.

Case-Shiller Trend

The big factors to watch will be the pace of short sales and foreclosures entering the market and mortgage rates. Your local Prudential Georgia Realty agent can show you the specific trends in your local area for foreclosures, short sales and notices of default. Recently, we have seen mortgage rates dip back to historic lows again. The Fed has announced that interest rates will be frozen through the middle of 2014. They have also implemented Operation Twist which is a program intended to keep 30-year rates low. But mortgage rates are impacted by more factors than just interest rates. There are major legislative issues and other economic factors that could cause mortgage rates to rise. For example, the proposed legislation for QRM (Qualified Residential Mortgages) will require mortgage companies to hold back 5% in capital reserves for every loan. That is expected to be funded by higher mortgage rates. Analysts also predict the eventual demise of more exotic loan types like ARMs and interest-only loans. We will more likely see plain vanilla mortgages of 10, 20 and 30 years with a 20% down payment. This is all part of the financial reform legislation. Right now, there is an incredible window of opportunity to buy the home of your dreams and set a future mortgage rate that we will not likely see again in our lifetimes.

Remember, you will not know the bottom of the market until it is already passed. We believe that we are seeing the bottom of the market for Metro Atlanta now. Future demand for our housing is strong. A report from the Atlanta Regional Commission forecasts 3 million new residents in the next 30 years. Our conclusion is that we are seeing the bottom of homes values this winter for Metro Atlanta but expect a slow recovery. We expect to see annual home values slowly increase over time with a few bumps along the way. Prior to the real estate recession, Case-Shiller reports an average annual appreciation of 4.1%.  In 2013 or 2014, we expect to see a seller’s market return with higher than normal appreciation for a few years. In fact, we are already seeing that in some of our local markets right now. Contact us to learn more about future predictions and how that impacts your decisions.

If you look at the average annual Case-Shiller index for each year, here is how homes purchased in recent years would compare to the current index:

Homes Bought in 2000 – Loss of 19.32%
Homes Bought in 2001 – Loss of 23.60%
Homes Bought in 2002 – Loss of 26.43%
Homes Bought in 2003 – Loss of 28.75%
Homes Bought in 2004 – Loss of 31.17%
Homes Bought in 2005 – Loss of 34.47%
Homes Bought in 2006 – Loss of 37.46%
Homes Bought in 2007 – Loss of 37.87%
Homes Bought in 2008 – Loss of 32.09%
Homes Bought in 2009 – Loss of 23.17%
Homes Bought in 2010 – Loss of 21.25%
Homes Bought in 2011 – Loss of 15.32%

Yes, we are slowly climbing our way out of this unprecedented housing crisis – but we are not there yet. So where will home values go from here? The key factors that will impact our home values include the following:

Demand From Buyers (We finished 2011 with over 70,000 homes purchased – a 20% increase from 2010. The activity is very strong so far in 2012 with closing up 11.8% from 2011.)

Mortgage Rates/ Credit Availability
(Average mortgage rates in the past 50 years were 8%. We expect to see historically low mortgage rates this winter and the 1st half of 2012. We expect to see rates start rising during the 2nd half of 2012 and into 2013. In 3-5 years, we expect to see rates in the 6-8% range.)

Supply/ Inventory Levels
(Most of our markets are showing inventory levels down 25% – 30% from the prior year levels. We expect inventory to remain at very low levels as we begin to move toward a sellers market.)

Competition from Short Sales/ Foreclosures
(We expect to see significant numbers of short sales & foreclosures for the next two years. We predict that short sales and foreclosures will be approximately 50-60% of the transactions in 2012. However, we do not expect a flood of foreclosures that drives the overall inventory too high. Banks are not likely to harm their own values and there is a significant move to sell foreclosures to large investors who transition them to rental properties.)

You and your agent should be carefully watching the trends for short sales and foreclosures. Yes, we will continue to see some ups and downs along the way, but home values will rise again. In a few years, short sales and foreclosures will return to normal levels. The new homes inventory will remain low. That means we will see an undersupply of homes for sale and values will begin to rise. In 5 or 10 years, many will look back and regret not buying their dream home when they had the chance! Check back for our next posts with the latest facts and insight that can make you money!

Case-Shiller Index Reported March 2012

March 27th, 2012

The latest Case-Shiller Index was published on March 27, 2012. As always, the index reports on data 60 days in arrears. Therefore, the index reports Metro Atlanta home values for January 2012. So what does the latest index show and what does that mean for home values in metro Atlanta? Before we provide the answer, we want to make two caveats. First, the Case-Shiller index of home values is very different from average sale prices or median homes prices which only reflect what was actually sold in the market. If lower priced homes are selling more, then the average sales price will show a lower value than what market value may be for higher priced properties. According to SmartNumbers, almost 50% of 2011 closed sales are under $100,000 and the normal distribution would be in the 10-15% range. That skews the average sales price and median price lower. The median price is simply the home sales price in the middle of the properties selected. The Case-Shiller Index reports on repeat properties sold and other factors which are generally better indicators of home values. Second, this index reflects the average home values for all of Metro Atlanta. Remember, real estate is local and every market is different. There are some local communities that have held their values reasonably well and others that may continue to decline. Your local Prudential Georgia Realty agent can help you understand the specific metrics in your local market. However, the Case-Shiller Index is a good general indication on what is happening in our market.

Now for the news…. The December index for Atlanta shows a 2.07% decrease in homes values from December 2011. The last five months show a combined 18.2% drop which reflects the fact that short sales & foreclosures are driving down values. The Case-Shiller Index is a “rolling average” which means that trailing results can slightly change the results for the past few months. The current index reflects values similar to home values in the summer of 1997. But remember, our values are not down as much as many other metro areas. In a recent report we published, there are 13 other areas with larger drops in value than Metro Atlanta. We may have several more years of foreclosures and short sales to process before we begin to show sustained increases in overall home values. But many of our sub-markets are already seeing positive gains as their “for sale” inventory is getting very low and the mix of short sales & foreclosures is already back to lower levels. Again, your local PGR agent can show you the specific conditions in your local market. The November index is 85.49 which is 2.07% down from last month and 14.79% down from January of 2011. Click on the link below to open the Excel spreadsheet that shows the details of the latest index.

Case-Shiller-Index-Atlanta-January-2012-Index-Reported-March-2012

The peak of our market was July of 2007 according to the Case-Shiller index. Since July of 2007, our homes values have slipped 37.36%. With the February and March months still ahead, we may expect to hover around these levels before rising in the spring and summer. If you average the Case-Shiller Index for the past 12 months, we are down 28.83% from the peak. We believe it is more effective to use the ”average of the past 12 months” or “trailing 12 months” as an indicator instead of reacting to a specific month. Click to view the graph of the latest Case-Shiller results from 2010, 2011 and 2012.

Case-Shiller Index for Metro Atlanta - Reported March 2012 

If you look back further at home values, you can see that we had the bubble in homes values but are actually below the normal trend line. Of course, this is caused by an oversupply of short sales and foreclosures. As we work through this inventory and return to a more normal mix of resales and new homes, home values will rise.

 Case-Shiller Home Values - Metro Atlanta Reported March 2012

The big factors to watch will be the pace of short sales and foreclosures entering the market and mortgage rates. Your local Prudential Georgia Realty agent can show you the specific trends in your local area for foreclosures, short sales and notices of default. Recently, we have seen mortgage rates dip back to historic lows again. The Fed has announced that interest rates will be frozen through the middle of 2014. They have also implemented Operation Twist which is a program intended to keep 30-year rates low. But mortgage rates are impacted by more factors than just interest rates. There are major legislative issues and other economic factors that could cause mortgage rates to rise. For example, the proposed legislation for QRM (Qualified Residential Mortgages) will require mortgage companies to hold back 5% in capital reserves for every loan. That is expected to be funded by higher mortgage rates. Analysts also predict the eventual demise of more exotic loan types like ARMs and interest-only loans. We will more likely see plain vanilla mortgages of 10, 20 and 30 years with a 20% down payment. This is all part of the financial reform legislation. Right now, there is an incredible window of opportunity to buy the home of your dreams and set a future mortgage rate that we will not likely see again in our lifetimes.

Remember, you will not know the bottom of the market until it is already passed. We believe that we are seeing the bottom of the market for Metro Atlanta now. Future demand for our housing is strong. A report from the Atlanta Regional Commission forecasts 3 million new residents in the next 30 years. Our conclusion is that we are seeing the bottom of homes values this winter for Metro Atlanta but expect a slow recovery. We expect to see annual home values slowly increase over time with a few bumps along the way. In 2013 or 2014, we expect to see a seller’s market return with higher than normal appreciation for a few years. In fact, we are already seeing that in some of our local markets right now. Contact us to learn more about future predictions and how that impacts your decisions.

If you look at the average annual Case-Shiller index for each year, here is how homes purchased in recent years would compare to the current index:

Homes Bought in 2000 – Loss of 17.19%
Homes Bought in 2001 – Loss of 21.58%
Homes Bought in 2002 – Loss of 24.49%
Homes Bought in 2003 – Loss of 26.89%
Homes Bought in 2004 – Loss of 29.35%
Homes Bought in 2005 – Loss of 32.74%
Homes Bought in 2006 – Loss of 35.81%
Homes Bought in 2007 – Loss of 36.23%
Homes Bought in 2008 – Loss of 30.29%
Homes Bought in 2009 – Loss of 21.14%
Homes Bought in 2010 – Loss of 19.17%
Homes Bought in 2011 – Loss of 13.08%

Yes, we are slowly climbing our way out of this unprecedented housing crisis – but we are not there yet. So where will home values go from here? The key factors that will impact our home values include the following:

Demand From Buyers (We finished 2011 with over 70,000 homes purchased – a 20% increase from 2010. The activity is very strong so far in 2012. We are seeing an early spring season.)

Mortgage Rates/ Credit Availability
(Average mortgage rates in the past 50 years were 8%. We expect to see historically low mortgage rates this winter and the 1st half of 2012. We expect to see rates rising during 2nd half of 2012 and 2013. In 3-5 years, we expect to see rates in the 6-8% range.)

Supply/ Inventory Levels
(Most of our markets are showing inventory levels down 25% – 30% from the prior year levels. We expect inventory to remain at very low levels as we begin to move toward a sellers market.)

Competition from Short Sales/ Foreclosures
(We expect to see significant numbers of short sales & foreclosures for the next two years. We predict that short sales and foreclosures will be approximately 50-60% of the transactions in 2012. However, we do not expect a flood of foreclosures that drives the overall inventory too high. Banks are not likely to harm their own values and there is a significant move to sell foreclosures to large investors who transition them to rental properties.)

You and your agent should be carefully watching the trends for short sales and foreclosures. Yes, we will continue to see some ups and downs along the way, but home values will rise again. In a few years, short sales and foreclosures will return to normal levels. The new homes inventory will remain low. That means we will see an undersupply of homes for sale and values will begin to rise. In 5 or 10 years, many will look back and regret not buying their dream home when they had the chance! Check back for our next posts with the latest facts and insight that can make you money!

PGR Short Sale – Foreclosure Search Video

March 27th, 2012

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PGR Advanced Property Marketing System Video

March 26th, 2012

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PGR All MLS Video

March 26th, 2012

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PGR Home Warranty Video

March 26th, 2012

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PGR Job Loss Protection Video

March 26th, 2012

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PGR Mobile Solutions Video

March 26th, 2012

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PGR ASAP Short Sale Video

March 26th, 2012

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Case-Shiller Index Report February 2012

February 29th, 2012

The latest Case-Shiller Index was published on Tuesday, February 28, 2012. As always, the index reports on data 60 days in arrears. Therefore, the index reports Metro Atlanta home values for December 2011. So what does the latest index show and what does that mean for home values in metro Atlanta? Before we provide the answer, we want to make two caveats. First, the Case-Shiller index of home values is very different from average sale prices or median homes prices which only reflect what was actually sold in the market. If lower priced homes are selling more, then the average sales price will show a lower value than what market value may be for higher priced properties. According to SmartNumbers, almost 50% of 2011 closed sales are under $100,000 and the normal distribution would be in the 10-15% range. That skews the average sales price and median price lower. The median price is simply the home sales price in the middle of the properties selected. The Case-Shiller Index reports on repeat properties sold and other factors which are generally better indicators of home values. Second, this index reflects the average home values for all of Metro Atlanta. Remember, real estate is local and every market is different. There are some local communities that have held their values reasonably well and others that may continue to decline. Your local Prudential Georgia Realty agent can help you understand the specific metrics in your local market. However, the Case-Shiller Index is a good general indication on what is happening in our market.

Now for the news…. The December index for Atlanta shows a 1.83% decrease in homes values from November 2011.  The last five months show a combined 16.5% drop which reflects the fact that short sales & foreclosures are driving down values.  The Case-Shiller Index is a “rolling average” which means that trailing results can slightly change the results for the past few months. The current index reflects values similar to home values in the winter of 1998. But remember, our values are not down as much as many other metro areas. In a recent report we published, there are 13 other areas with larger drops in value than Metro Atlanta. We may have several more years of foreclosures and short sales to process before we begin to show sustained increases in overall home values.   But many of our sub-markets are already seeing positive gains as their “for sale” inventory is getting very low and the mix of short sales & foreclosures is already back to lower levels.  Again, your local PGR agent can show you the specific conditions in your local market.  The November index is 87.3 which is 1.8% down from last month and 12.75% down from December of 2010. Click on the link below to open the Excel spreadsheet that shows the details of the latest index.

Case-Shiller-Index-Atlanta-December-2011-Index-Reported-February-2012

The peak of our market was July of 2007 according to the Case-Shiller index. Since July of 2007, our homes values have slipped 36.03%. With the winter months still ahead, we may expect to hover around these levels before rising in the spring.  If you average the Case-Shiller Index for the past 12 months, we are down 27.93% from the peak. We believe it is more effective to use the ”average of the past 12 months” or “trailing 12 months” as an indicator instead of reacting to a specific month. Click to view the graph of the latest Case-Shiller results from 2010 and 2011.

Case-Shiller February 2012

If you look back further at home values, you can see that we had the bubble in homes values but are actually below the normal trend line. Of course, this is caused by an oversupply of short sales and foreclosures. As we work through this inventory and return to a more normal mix of resales and new homes, home values will rise.

Case-Shiller Trend February 2012

The big factors to watch will be the pace of short sales and foreclosures entering the market and mortgage rates. Your local Prudential Georgia Realty agent can show you the specific trends in your local area for foreclosures, short sales and notices of default. Recently, we have seen mortgage rates dip back to historic lows again. The Fed has announced that interest rates will be frozen through the middle of 2014. They have also implemented Operation Twist which is a program intended to keep 30-year rates low. But mortgage rates are impacted by more factors than just interest rates. There are major legislative issues and other economic factors that could cause mortgage rates to rise. For example, the proposed legislation for QRM (Qualified Residential Mortgages) will require mortgage companies to hold back 5% in capital reserves for every loan. That is expected to be funded by higher mortgage rates. Analysts also predict the eventual demise of more exotic loan types like ARMs and interest-only loans. We will more likely see plain vanilla mortgages of 10, 20 and 30 years with a 20% down payment. This is all part of the financial reform legislation. Right now, there is an incredible window of opportunity to buy the home of your dreams and set a future mortgage rate that we will not likely see again in our lifetimes.

Remember, you will not know the bottom of the market until it is already passed. We believe that we are seeing the bottom of the market for Metro Atlanta now. Future demand for our housing is strong. A report from the Atlanta Regional Commission forecasts 3 million new residents in the next 30 years. Our conclusion is that we are seeing the bottom of homes values this winter for Metro Atlanta but expect a slow recovery. We expect to see annual home values slowly increase over time with a few bumps along the way. In 2013 or 2014, we expect to see a seller’s market return with higher than normal appreciation for a few years. In fact, we are already seeing that in some of our local markets right now. Contact us to learn more about future predictions and how that impacts your decisions.

If you look at the average annual Case-Shiller index for each year, here is how homes purchased in recent years would compare to the current index:

Homes Bought in 2000 – Loss of 15.43%
Homes Bought in 2001 – Loss of 19.92%
Homes Bought in 2002 – Loss of 22.89%
Homes Bought in 2003 – Loss of 25.32%
Homes Bought in 2004 – Loss of 27.86%
Homes Bought in 2005 – Loss of 31.32%
Homes Bought in 2006 – Loss of 34.48%
Homes Bought in 2007 – Loss of 34.88%
Homes Bought in 2008 – Loss of 28.82%
Homes Bought in 2009 – Loss of 19.47%
Homes Bought in 2010 – Loss of 17.46%

Yes, we are slowly climbing our way out of this unprecedented housing crisis – but we are not there yet. So where will home values go from here? The key factors that will impact our home values include the following:

Demand From Buyers (We finished 2011 with over 70,000 homes purchased – a 20% increase from 2010. The activity is very strong so far in 2012. We are seeing an early spring season.)

Mortgage Rates/ Credit Availability
(Average mortgage rates in the past 50 years were 8%. We expect to see historically low mortgage rates this winter and the 1st half of 2012. We expect to see rates rising during 2nd half of 2012 and 2013. In 3-5 years, we expect to see rates in the 6-8% range.)

Supply/ Inventory Levels
(Most of our markets are showing inventory levels down 25% – 30% from the prior year levels.  We expect inventory to remain at very low levels as we begin to move toward a sellers market.)

Competition from Short Sales/ Foreclosures
(We expect to see significant numbers of short sales & foreclosures for the next two years. We predict that short sales and foreclosures will be approximately 50-60% of the transactions in 2012. However, we do not expect a flood of foreclosures that drives the overall inventory too high. Banks are not likely to harm their own values and there is a significant move to sell foreclosures to large investors who transition them to rental properties.)

You and your agent should be carefully watching the trends for short sales and foreclosures. Yes, we will continue to see some ups and downs along the way, but home values will rise again. In a few years, short sales and foreclosures will return to normal levels. The new homes inventory will remain low. That means we will see an undersupply of homes for sale and values will begin to rise. In 5 or 10 years, many will look back and regret not buying their dream home when they had the chance! Check back for our next posts with the latest facts and insight that can make you money!

Tweet It, Like It, Buy It. Study Finds 95 Million Americans Use Social Media to Shop

According to a new study, "SocialShop," released recently by Leo Burnett/Arc Worldwide, 42 percent of Americans are using social media to shop – this equates to nearly 95 million social shoppers in the U.S. – and that number continues to rise. In fact, when asked how often social media is used to shop today versus a year ago, almost 73 percent of people confirmed they are using it more.

SocialShop – a national quantitative and qualitative research study – looks at social media usage from the eyes of a shopper to understand the influence each respective platform has on a person's buying behavior.

From Facebook and Twitter to YouTube and Groupon, people of all ages are using social networking sites and other user-generated content platforms as shopping tools. In fact, SocialShop found 42 percent of social shoppers are using Facebook more than they were a year ago, while 55 percent of shoppers are utilizing daily deals more and 46 percent of shoppers have increased engagement on review sites and forums.

With rapid expansion of social channels and the frequent launch of new platforms, brands and marketers are trying to figure out how to successfully use social media to connect with shoppers. According to the research, success is not measured by visibility on all social media channels, but by leveraging the strengths of platforms that cater to your shoppers' needs.

"It's no secret that social media is top-of-mind among brands. What isn't widely known is how brands should use social media to serve the needs of shoppers," said Masha Sajdeh, SVP Strategy Director at Leo Burnett/Arc Worldwide.

For brands, using social media in the wrong way can have a negative impact on relationships. Forty-four percent of social shoppers said they had stopped interacting with brands on Facebook due to lack of relevant or valuable posts.

"People assign a different purpose and expectation to each social media channel they use," Sajdeh said. "Once marketers understand how people use social to shop, they can hone their marketing strategies and cater to different shoppers' needs to drive engagement now and in the future."
According to Nick Jones, EVP, Head of Retail Marketing for Leo Burnett/Arc Worldwide, this realization is similar to what advertisers experienced in the late 1960s when exploring the strength and depth of print and broadcast media.

"Fifty years ago marketers figured out that Broadcast media drove awareness and print media added depth of communication," Jones said. "Now we have all of these new social communication channels but no one has identified the optimal role of each. That's what this study and this set of tools solves."
Within SocialShop, Leo Burnett/Arc Worldwide researchers identified six shopper archetypes reflecting the needs and habits of today's social shoppers:

Savvy Passionista: The Social Trendsetter

The Savvy Passionista is a heavy social shopper using social media channels to broadcast the latest trends and stay connected with favorite brands. Savvy Passionistas are indulgent and use social channels to express feelings and stay relevant and "in-the-know." According to one Savvy Passionista: "I talked about the Versace @H&M event on Twitter weeks before it happened, because it was unique and made me look in-the-know."

To reach Savvy Passionistas, brands should help shoppers discover, express and connect on emerging and established platforms – everything from Facebook to Pinterest to Twitter.

Opportunistic Adventurer: The Daily Dealaholic

Opportunistic Adventurers are on a mission to score fun and unexpected deals. With impulsive social shopping tendencies, this shopper demands timely and relevant deals. In the words of an Opportunistic Adventurer: "Social platforms such as Groupon bring me to places that I wouldn't have tried without a deal. I share deals with friends because I know they'll be interested."

To connect with Opportunistic Adventurers, brands should invest in tailored deals that are "too good to pass up." In addition, brands should promote through geo-location applications like shopkick, build visibility on daily deal sites such as Groupon and provide tailored recommendations on Amazon.

Quality Devotee: The High Maintenance, High Standards Shopper

Quality Devotees use social media to shape purchasing decisions, validate choice and to feel empowered when making a purchase. No matter the time or research involved, Quality Devotees will find the best product available. Said one Quality Devotee, "I track postings, watch videos and always seek online advice from people using the products I want."

To connect with Quality Devotees brands should aim to help shoppers build knowledge through in-depth reviews and expert opinions via blogs, forums, review sites and YouTube.

Strategic Saver: The Black-Belted Negotiator

Strategic Savers use social media to comparison shop and spend time deal digging only for their favorite brands. Said one passionate Strategic Saver: "I follow social conversations to get tips on how to cut corners and save a few bucks."

To connect with Strategic Savers, brands should aim to validate choices by offering custom shopping tips and ways to save money by tapping into blogs, forums and review sites.

Efficient Sprinter: The Few Dollars Shorter, Several Minutes Richer Shopper

Efficient Sprinters want to save time and use social media to select items that are considered most popular to simplify their shopping process. According to one Efficient Sprinter, "When I social shop, I usually take a quick look at a toy review and buy the one with the most stars. I don't care about price."
To connect with Efficient Sprinters brands should simplify the buying process. In addition, brands should provide a curated list of top selling products on their social channels and retailer websites.

Dollar Defaulter: The Dollar Sign Connoisseur

The Dollar Defaulter has just one social shopping goal: find the cheapest alternative. With utilitarian shopping needs, Dollar Defaulters choose only the lowest prices and do not feel loyal to specific brands. According to one Dollar Defaulter: "When using social media to shop I'm always checking out Amazon and retailer websites to find deals on all types of products."

To connect with Dollar Defaulters, brands should broadcast special deals on retailer websites such as drugstore.com and provide the ability to share those deals with friends.

"Our new study illuminates what brands need to do to reach shoppers in their own social worlds," Jones said. "Understanding how and why people are using social media to shop is the first and most important step to designing a successful social media program."

To view the complete findings from the study, SocialShop, visit: http://www.slideshare.net/LeoBurnettWorldwide/social-shop-research-overview

For more information about the six social shopper archetypes, visit: http://www.slideshare.net/LeoBurnettWorldwide/social-infographic

Leo Burnett/Arc Worldwide ‘SocialShop’ Methodology
Leo Burnett and Arc Worldwide conducted a nationwide quantitative and qualitative research study interviewing more than 1,600 social shoppers and 3,000 online shoppers. The study was completed in December 2011.

Source: Leo Burnett/Arc Worldwide

Published with permission from RISMedia.

Pinterest Vs. Facebook: The Pros and Cons of their Traffic

Online Jewelry retailer Boticca has been drilling into its own user and sales data to produce some interesting insights about Pinterest as a social referral source. In its look at 50,000 visitors who came from Pinterest or Facebook between March 15 and April 15 of this year, the site found that visitors from the image sharing site spent considerably more money per order than those from Facebook. In fact Pinterest referrals on average spent $190, which is 10% higher than the average Boticca customer. Facebook, on the other hand sent over people who spent on average $85, or 44% less than the typical Boticca buyer.

But it really is a bit of a mixed bag when comparing the audience behaviors of those sourced from one network or the other. For instance, Pinterest seemed to have a bigger hand in refer buys. It influenced 10% of the purchases measured in the sample, compared to Facebook which seemed only a part of 7% of purchase decisions. Pinterest also was responsible for sending a higher percentage of new Boticca users (86%) than Facebook (57%).

On the other hand Pinterest referrals were considerably less engaged with the destination. These refers spent 65% less time at Boticca than Facebook visitors and 70% less than the site average.

And while they might buy more when they do buy. Pinterest users actually had a 51% lower conversion rate on the site than Facebook-sourced users and a whopping 73% lower than the site average. High levels of Pinterest refers may boost per order statistics but they could at the same time lower conversion rates.

Of course every landing site’s mileage will vary. Content is distributed and discovered differently on Pinterest than on Facebook, and this may explain some differences. And of course Pinterest users are clicking for different reasons – often literally responding to a bright shiny object. But this is an interesting early and narrow benchmark of how the social networks funnel different people with different behaviors and mind sets. To see full infographic, click here here.

Source: Min Online

Published with permission from RISMedia.

Prudential Georgia Realty on Facebook

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