ADDING MULTIMEDIA Real Estate Market Expected to Improve with New President : New Survey Shows Demand Growing as Buyers Struggle to Overcome Barriers
2008-07-15 02:00:00
ANGELES (EMWNews) July 15, 2008 —
Nearly half of all home buyers1 (44%) believe
the housing market will improve once the new President takes office in
January, 2009, according to a new survey released today conducted by
Harris Interactive®
and commissioned by Move, Inc. (NASDAQ:MOVE), the leader in online real
estate and operator of Realtor.com®,
the most visited real estate site on the Web.
” ” |
Forty-eight percent of women and 41 percent of men who plan to buy a
home in the current market said they think the housing market will get
better once the new President is in office.
At the same time, 81% of home buyers are still nervous about the current
housing market and report the existence of barriers between them and
home ownership. Today’s home buyers perceive
the cost of a down payment (28%), their annual income level (20%), lack
of confidence in the economy (26%) and high home prices (31%),
especially in the Western states (39%) as barriers to buying a home.
Despite these reservations, the survey indicates underlying demand for
homeownership is healthy. While nearly half (41%) of current homeowners
do plan to purchase a home again, 80% of all renters plan to purchase a
home someday with 47% planning to purchase a home within the next five
years. More people who plan to move will do so for space-related (26%)
and life-stage change reasons (17%), such as having children (2%) or
downsizing to a smaller residence (9%), not financial ones including an
increase in rent (2%) or an expensive mortgage (less than 1/2%).
Most home buyers (78%) are also willing to make sacrifices to save and
earn extra income for down payments and will compromise on neighborhood
features and residential amenities in order to buy a home in the current
market. Many of their choices may reflect changing values, including a
growing concern over the environment, the importance of community
features and the rising cost of fuel.
“These findings show that despite the
difficulties home buyers face in the wake of the subprime crisis and
their concerns about economic uncertainty, underlying demand appears
relatively strong. Consumers see better times coming,”
said Lorna Borenstein, president of Move, Inc. “This
is great news to us and our colleagues in the real estate industry. As
the leader in online real estate, we pay close attention to consumer
perceptions and behaviors. This important feedback enables us to
identify ways in which we can enhance the search experience so it meets
the needs of today’s consumers who will
become the homebuyers of tomorrow.”
Buyers Face Barriers to Homeownership
While about four out of five home buyers (81%) say they face barriers to
buying a home in the current market, the greatest single barrier to
homeownership today is high home prices (31%), a concern that was much
higher in the West (39%), than in the South (27%) or Midwest (26%).
The second greatest barrier keeping buyers out of the current market is
coming up with the money for a down payment (28%), with lack of
confidence in the economy (26%) ranking third. Financial concerns
generally are higher among people in the West (45%) compared to the
South (33%) and about one-third of those ages 18 –
34 said lack of money (38%) or poor credit (18%) is a concern compared
to only 11% and 5% (respectively) of those 55+.
Four out of five adults (84%) say there is something about buying a home
that is intimidating, and one out of three (34%) say money-related
issues being a concern. Finding the right home is the most intimidating
part of the home-buying process for about one out of five (19%). About
two thirds of adults (62%) have visited an online real estate web site
and once on the site, 23 percent are looking to purchase and 52 percent
are looking at what’s on the market.
“This survey surfaced important feedback that
Realtor.com addresses by delivering the largest and freshest collection
of listings and new features like Find a Neighborhood and Find Home
Values to empower consumers,” said
Realtor.com President Errol Samuelson. “We
want to help remove uncertainties from the home buying process by making
it as transparent and as consumer-friendly as possible. Providing the
most comprehensive information, relevant tools and connections to local
Realtors are only a few of the many resources consumers will find at
Realtor.com to help make the process of buying and selling a home easier
and less stressful.”
Trade-offs Favor Community, Environment
Today, adults rank crime rates (56%), proximity to daily conveniences
(47%) and property taxes (46%) as the top three factors in choosing a
neighborhood. Home buyers are more willing to sacrifice cultural and
recreational amenities (18%) than green features (16%) like solar
heating and energy-saving appliances, or forego proximity to work (7%)
and daily conveniences (11%) to buy a house in today’s
real estate market.
Concern over the cost of gasoline and the importance of community is
evident in the importance buyers place on accessibility. Only seven
percent of home buyers would be willing to sacrifice proximity to work
and six percent, proximity to shopping. Only three percent would give up
proximity to public transportation in order to buy a home in today’s
real estate market.
About half of adults (49%) say green features like solar panels, energy
saving appliances and low usage water heaters are “important”
features. More care about green features (49%) than luxury amenities
(31%), yet some would give up green features (9%) before storage (7%),
luxury amenities (7%) or numbers of bedrooms or bathrooms (6%). Women
rate green features higher than men (52% to 46%) and consumers aged 18 –
34 years of age rate green features the lowest (40%).
Kitchens (67%) and the number of bedrooms (69%) are the most important
features today’s buyers are looking for in a
home. Storage space (66%) and the number of bathrooms (62%) rank three
and four on their list of priorities.
Mortgages are a Mystery
Understanding mortgages and the financing process during these times of
change in the credit industry is a major issue with a large number of
buyers. Eighty-one percent of today’s home
buyers and three quarters of adults (78%) say they wish the process of
taking out a mortgage was easier to understand. In fact, some say that
either understanding financing (9%) or the uncertainty of the mortgage
process (6%) is the most intimidating part of buying a home.
For many buyers, changes in the amount of a down payment required for a
mortgage is a significant issue. The lack of cash for a down payment is
keeping about one quarter (28%) of buyers out of homes–more than those
who have poor credit (15%), low household income (20%) or those who lack
of confidence in the economy (26%).
Seventy-eight percent of home buyers are willing to make sacrifices to
save money or earn extra income in order to be able to buy a home in the
current real estate market. First to go would be spending (65%) on items
such as personal luxuries (46%) and clothes, shoes and accessories
(43%). Next, home buyers would go out less often (52%). Nearly half
would clip coupons (47%) and 27% would cancel a vacation.
About the survey
The Homeownership study was conducted online within the United States by
Harris Interactive on behalf of Move, Inc. between May 21 and 23, 2008
among 2,462 U.S. adults ages 18 and older, of whom 1,377 plan to buy a
home in the current real estate market. These online surveys are not
based on probability samples and therefore no estimates of theoretical
sampling error can be calculated. For full survey methodology and all
survey results please contact Lindsay Scalisi at 415.844.6217.
ABOUT REALTOR.COM
where the world shops for real
estate online, is operated by Move, Inc., (NASDAQ:MOVE)
and is the official Web site of the National Association of REALTORS.
Ranked as the #1 homes-for-sale site, REALTOR.com currently offers
potential home buyers access to over 4.5 million property listings, as
well as the most brokers and agents. It also provides REALTORS and the
home sellers they represent with the Internet’s largest real estate
marketplace, reaching more than 5 million consumers in May 20082.
Agents and companies have the power to customize REALTOR.com
resources to maximize their brand and productivity.
REALTOR® and REALTOR.com®
are registered trademarks of the NATIONAL ASSOCIATION OF REALTORS®.
REALTOR® is a federally registered collective
membership mark, which identifies a real estate professional who is a
Member of the NATIONAL ASSOCIATION OF REALTORS®
and subscribes to its strict Code of Ethics. All other trademarks
appearing above are the property of Move, Inc., or of their other
respective owners.
ABOUT MOVE, INC.
Move, Inc. (NASDAQ:MOVE) is the leader in online
real estate with 8.33 million2 monthly
visitors to its online network of websites. Move, Inc. operates:
Move.com, a leading destination for information on new
homes for sale and rental
and garden and home
finance; REALTOR.com®,
the official Web site of the National Association of REALTORS®;
Welcome Wagon®;
Moving.com; and TOP PRODUCER®.
Move, Inc. is based in Westlake Village, California, and employs more
than 1600 individuals throughout North America. For more information: www.move.com.
About Harris Interactive
Harris Interactive is a global leader in custom market research. With a
long and rich history in multimodal research that is powered by our
science and technology, we assist clients in achieving business results.
Harris Interactive serves clients globally through our North American,
European and Asian offices and a network of independent market research
firms. For more information, please visit www.harrisinteractive.com.
This press release may contain forward-looking statements, including
information about management’s view of Move’s
future expectations, plans and prospects, within the safe harbor
provisions under The Private Securities Litigation Reform Act of 1995.
These statements involve known and unknown risks, uncertainties and
other factors which may cause the results of Move, its subsidiaries,
divisions and concepts to be materially different than those expressed
or implied in such statements. These risk factors and others are
included from time to time in documents Move files with the Securities
and Exchange Commission, including but not limited to, its Form 10-Ks,
Form 10-Qs and Form 8-Ks. Other unknown or unpredictable factors also
could have material adverse effects on Move’s
future results. The forward-looking statements included in this press
release are made only as of the date hereof. Move cannot guarantee
future results, levels of activity, performance or achievements.
Accordingly, you should not place undue reliance on these
forward-looking statements. Finally, Move expressly disclaims any intent
or obligation to update any forward-looking statements to reflect
subsequent events or circumstances.
1 For the purposes of this study we have
defined “home buyers”
as U.S. adults 18+ who plan to buy a home in the current real estate
market
2 comScore Media Metrix, May 2008
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