Think local if you want to sell

Mark Hordern

The latest GSPC advertisement makes the point that buyers are almost always local

The latest edition of the GSPC Property Guide appears today with a new advertisement.  That might not sound that exciting, but this one contains an important nugget of property marketing truth that deserves much more attention than it gets.

The advertisement is based on the fact that, out of over 18,000 residential property sales in the G postcode (in the last year for which we have data), only eight were to people from Birmingham– a tiny number*.  The same is true for other towns in England.  Only seven people from Blackpool bought a house with a G postcode that year,Belfast had six, as did Manchester.

The single most important marketing fact if you are selling in west central Scotland is that almost everyone who buys property in this area comes from Scotland and 90% of this group lives within 40 miles of the home they buy.

The implications for property advertising are significant.  For maximum effect, the main thrust of your advertising should be local – in media providing coverage within a 40 mile radius of your home.  The next most important focus of your advertising should be Scotland as a whole.

Only once you are confident that you have those two bases covered, need you consider the tiny number of prospective buyers moving up from the south. In my experience, even this group is dominated by natives returning from a stint in the south and they are both familiar with, and happy to use, local media that they know advertises property for sale.

In that context, the apparent reach of the big UK property portals is relatively insignificant.  They may have millions of visitors, but if those visitors aren’t interested in your home, they aren’t of any value to you.

So, when it comes deciding on the best advertising for your home, look for web sites with a strong local or regional presence first.

* Source: Registers of Scotland data

Mortgages; climbing out of a rut?

Mark Hordern

Mortgage approvals month by month from thhe start of the credit crunch

Is mortgage lending set to break out of the narrow range it has been stuck in since early 2008?  The latest data from the Bank of England on mortgage approvals is looking better than some suggest.

Mortgage approvals rise

Just to recap, mortgage approvals have been hovering around 50,000 a month since mid-2009 and have not exceeded 60,000 a month since March 2008 before the onset of the credit crunch.  The attached chart shows monthly approvals since the start of 2008.

According to the Bank of England, approvals rose about 3.5% from February to March this year. You can see the original data here.

But changes from one month to the next don’t take in to account seasonal changes in the Property market.  Comparing approvals this year with the same time last year helps to avoid seasonal distortions.

On that basis, mortgage approvals in March were up around 7% compared to the same time last year.  Moreover, the increase between March this year and 2012 is larger than the 5% increase between February 2012 and this year.

True, lending in January this year was lower than in 2012, but the results for January last year were unexpectedly high and may be an anomaly.  Even allowing for that fall in approvals this January, overall approvals in the first quarter of the year are ahead of the same time last year.

More mortgages = more sales

That would be consistent with recent news of more sales.  The Registers of Scotland reported earlier this week that sales to March year were 5% up on the same period last year.  Data from GSPC member firms for April suggests that that trend is accelerating.

But what are the chances of a reversal?

But we have been here before.  Approvals looked like they were growing strongly at the end of 2009, only to go in to reverse the following year.

The same happened in 2011 when a gradual recovery in approvals in the second half of the year peaked the following January and then went in to reverse.

Is there any reason to believe that this time might be different?

Possibly.  Bank lending as a whole has been hugely influenced by events in the Eurozone.  UK lenders prepared themselves for potentially huge losses in Europe by holding on to all the money they had.

When the Euro crisis reared its very ugly head again in 2012, mortgage lending in the UK shriveled as a result.  That only came to an end when European central Bank’s Governor, Mario Draghi, said the bank would ‘do whatever it takes to save the Euro’.  That commitment brought to an end – at least for the time being – fears that a major European economy would crash out of the Eurozone and trigger a potentially huge recession.

So, the chances of another Eurozone crises derailing lending in the UK are much lower than they were.

Shortly thereafter, the UK government launched Funding for Lending which offered banks cheap money as long as they lent it out.  That scheme has now been extended to 2015, albeit with greater incentives to lend more to businesses rather than home owners.  Nevertheless, it should mean that banks can raise the funds to lend if they want to.

Both of those factors suggest that we are far less likely to see a reversal in lending this year.

What to look out for

If mortgage approvals reach 56,000 or more for April, that would that would suggest that the current growth in lending is being sustained.  If it is above that, the recovery is accelerating.  If it is below that level, then growth is moderating.

There is a bewildering array of reports on mortgage lending.  The British Bankers Association (BBA), the Council of Mortgage Lenders (CML) and the Building Societies Association (BSA) all issue regular reports on mortgage lending by their members.

But I prefer to use the data from Bank of England, for two reasons.

Firstly, the changing market share in mortgage lending between the building societies and the banks means that you can’t know whether a change in lending reported by them is down to a change in their market share or actually reflects overall market trends.  Castle Trust reports that building society mortgage approvals now account for 29% of total approvals, compared with just 16% after the credit crunch.  An increase in approvals reported by building societies might, therefore, be the result of an increase in their share of total lending rather than an increase in lending as a whole.  Equally, a decline in approvals reported by the banks might be no more than a loss of market share rather than a fall in overall lending.

Secondly, the Bank of England results are based on what lenders tell them about loans that they have approved – even if the money hasn’t been handed over yet.  In other words, the figures are a forward indicator of what is likely to be lent in future rather than what was lent last month.

 

Getting the best from your agent – #1

Mark Hordern

The first in a series of occasional tips on how to get the best out of your estate agent.

Many years ago, one of my first jobs was selling encyclopedias door to door*.  I was very bad at it.  Why?  Because I didn’t think what I was selling was worth the money.

On a smaller scale, the same is true of selling houses.  Selling agents are, despite claims to the contrary, human and the old truism that first impressions count applies to them just as much as it does to buyers.  Your agent will be most enthusiastic and most persuasive if his or her first impression of your home is a good one.

So, tip number one for a successful sale is to treat your agent as if he or she was a buyer.

When you ask one or more selling agents round to give you a valuation (you can ask GSPC for a free valuation here), don’t leave all those little home improvements you are planning to do before your house goes on to the market until later. Do them now.

Of course, any agent worth his or her salt will do the best he or she can. But there is a world of difference between saying ‘I’ll tidy that up by the time we have viewers round’ and having it done already.  To really get your chosen agent on board and fired up, treat the valuation as if it was a real viewing.

A note of caution, however.  I’m not suggesting that you spend large amounts of money on home improvements.  As I have mentioned before, home improvements can easily cost more than they add to the value of your home.

So, don’t splash out on a new bathroom or a new kitchen before you get a valuation done. But do make sure work surfaces are clear, bathrooms and kitchens are spotless, bedrooms are made, bins emptied, floors cleaned, weeds killed (if you have a garden) and gutters cleared.

By all means ask your agent for advice on other home improvements you might make to increase the value or appeal of your home.  But only after you have done all you can with a vacuum, some cleaning tools and some elbow grease – before your agent evens sees your home.

 

*Just in case you are wondering, other early jobs included zoo keeper, shop assistant, barman, swimming pool attendant, bulletin writer for radio and shipping broker (estate agency for cargo ships).

 

Add space to add value

Mark Hordern

An extension that adds living space will also add value.

A few years ago, GSPC and Glasgow University ran a project to see what added most value to your home.  The conclusion we came to, based on data from thousands of sales, was that adding living space did more to increase the value of your home than anything else.

 

More space, not more rooms

That doesn’t mean subdividing rooms to create more rooms, but increasing the overall habitable living area – sometimes at the cost of other things like garages and gardens.  In contrast, improvements such as new bathrooms or kitchens often didn’t add as much value to the property as they cost to install.  Poor bathrooms or kitchens could reduce the selling price, but luxury or designer fittings often cost more than the amount they added to the sale price.

Now, that may not come as a surprise, but it has two important lessons for most us.

Improvements that cost more than they deliver

First, spending money on making our home look better will often cost more than you gain.  And it is harder to avoid doing this than it sounds.  Despite our best intentions, we make the natural, but flawed, assumption that other people will like what we like (and will value it as we do).

That’s not true of course.  You may like Les Miserables, but others prefer Metallica (or vice versa) and these differences in taste apply as much in property as they do in music.

So, Rule One for anyone improving their home with the idea of selling it is; if you are faced with a choice between an expensive and a cheaper option, favour the cheaper option.

Of course, no rule is quite that clear cut in real life and there are a couple of caveats to this one.

In general, the higher the property value, the more important it is that the fittings are high quality ones.  You can’t increase the value of a property simply by loading it with expensive fittings, but you can damage the sale of an expensive property with poor quality fittings.  And avoid the obviously cheap – the stuff that looks like it will fall to pieces and probably will.  Buyers will see this as a reflection of how you have looked after your home in general.

Add living space – even if it means sacrificing the garden or the garage

The second, and really the more important lesson, is that the best way of increasing the selling price of your home is to add living space.

In the project we ran with Glasgow University, we found that shrinking the size of the garden to accommodate an extension will add more value than having a larger garden.  And converting at least part of an integral garage in to living space will add more value than you lose from having less garage space.  Converting a loft was even more attractive because it didn’t involve the sacrifice of space that might otherwise be used for something else.

There are, of course, keen gardeners who place a premium on a large garden and car collectors for whom a garage to store their vintage treasure is essential.  In other words, if you have a large garden or a large garage (or both), there will be buyers who particularly value those attributes.

But the evidence from thousands of sales and a detailed analysis of the attributes of each property, shows that buyers in general tend to value usable living space more than anything else.

Prices fall in Glasgow and the West despite stronger sales

Mark Hordern

● House prices in Scotland’s most populous region 4.9% lower than a year ago

● Sales maintain momentum

● Selling times shorten

House price inflation in the west of Scotland from 2004.

House prices in Glasgow and west central Scotland – the most populous area in Scotland – fell in the first three months of 2013 and are now almost 5% lower than they were a year ago.  Sales, however, remain relatively robust – up 6.5% in the last 10 weeks – and selling times are down by a quarter compared to the same time last year.

The average selling price in the area is now £115,000, down almost £6,000 over the last 12 months from £121,000 a year ago.  Average property values are now broadly back to where they were at the start of 2005.

Selling times, however, have fallen from around six months this time last year to four and half months today.  And, after a slow start in January, sales in the last 10 weeks have regained momentum and are now ahead of the same period last year.   A combination of lower prices and faster sales suggests that sellers have decided that moving is more important than holding out for top dollar and have adjusted their price expectations accordingly.

Quarter by Quarter price changes in the west of Scotland since 1999

According to Professor Gwilym Pryce of Glasgow University, who analysed the sales data from GSPC: “It is unwise to read too much in to the results for any individual quarter. Nevertheless, it seems as though the Scottish housing bubble has not burst but is gradually deflating.  The decline has been exacerbated by continuing economic stagnation at home and across Europe.  At some point, prices will bottom-out. Meanwhile, if you’ve got the cash, houses are becoming more affordable than they have been for nearly a decade”.

From my perspective, the combination of lower prices and faster sales suggest that sellers have come to terms with the new market realities and are now determined to move, even if it means accepting a lower price for their home than they had originally hoped for.  Given that the purchase price of their next home is also likely to be lower, that probably makes sense.

But it takes two to tango and there is growing anecdotal evidence that buyers are also becoming more decisive. We have seen an increasing number of closing dates, a rarity until very recently.  Buyers who have been ‘playing the field’ are now ready to commit – provided the price is right.

The recovery in sales that started last autumn seems to have continued in to the spring.  Given that early 2012 saw a sharp increase in activity, the fact that sales in recent weeks have been better than they were then is very encouraging.

Last year, that positive start came to an abrupt halt amid renewed concerns about the future of the Euro which sent mortgage lending into reverse.  With Funding for Lending in place and Help to Buy due to be launched in nine months’ time, that seems less likely this time round.

Although the headline figures on selling prices look weak, there is growing evidence of an underlying improvement in market conditions.

Want to be on TV?

Mark Hordern

Kirsty and Phil are looking for buyers to take part in their next series of Location, Location, Location

If you are house hunting and want to be on TV, then this could be your chance.  The producers of Location, Location, Location (yes, the one with Kirsty and Phil) are looking for new aspiring home owners in need of a helping hand to find their ideal home.

To apply, got to: https://channel4.com/kirstieandphil and click on the link ‘Appear on Location Location Location’.  Or, email location@iwcmedia.co.uk.  Or call 0141 353 8488

‘Help to Buy’ signals major change

Mark Hordern

The chancellor’s latest plan to boost home ownership could have a substantial impact on the property market – both now and when it comes in to effect in 2014.  And the effect could be larger in Scotland than elsewhere in the UK.

Implemented correctly (and it is not certain that it will be – see below), ‘Help to Buy’ will do just what it says; put buying within the reach of thousands of would-be home owners who don’t have a large enough deposit to get a mortgage but who could easily afford the monthly mortgage payments.

That could mean a significant change in the market. The biggest group of potential beneficiaries are those who are currently renting and who might now have the chance to buy without the need for a large deposit.  So called ‘second steppers’, who don’t have enough equity in their current home for a deposit on a larger home, could also find their chances of moving up the ladder are greatly improved.

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House price reports no guide to property value

Mark Hordern

Come the end of March, we will be bombarded by yet another slew of reports on house prices – the results from GSPC are due out on the 8th April.  But whether prices are up, down or unchanged matters not a jot in terms of the value of your home.

A map of Glasgow based on 'Constant quality' house prices - in other words,the selling price for exactly the same property in different locations. Note the cliffs where prices change very sharply over a small area.

Why?  Because property markets are much, much more local than house price reports can deal with.  GSPC’s results are arguably more relevant in this area than national alternatives because we focus exclusively on the west of Scotland.  But even then, what is happening in Kilmarnock can be quite different to what is happening in Kirkintilloch.

Even in areas that we think of as being one location, such as the West End of Glasgow, there are a range of ‘micro’ markets.  The market south of Highburgh Road, for example, is quite different to the market north of it.

I can illustrate this with a handy map (see illustration).  This is a map of ‘constant quality’ house prices across Glasgow.  Constant quality means that it is the price that exactly the same property would sell for in different locations.

The higher the peak, the higher the selling price for that property in that location.  The large ‘mountain’ in the middle is the west end of Glasgow with the start of Bearsden on its right and parts of the south side to its left.

The key point here, however, is that this is a mountainous scene.  You don’t get a rolling landscape where prices change very gradually over distance, you get steep cliffs showing where average selling prices are dramatically different for properties just a few hundred yards away.

That’s what I mean by markets being local.  Your home can be just yards away from another property that is worth significantly more or less than yours.  And different micro markets will experience different trends in prices.

But house price reports average out these differences over relatively large areas.  So their average results don’t apply to any property, some of which may have gained more than suggested and others lost more or gained less.

That’s why applying the findings of these reports to your home is meaningless.  The only way to know how much your home is worth is to get a professional to provide a thorough evaluation based on the latest sales in your area.  If you want GSPC to arrange a valuation for you, please call us on freephone 08000 191257 or go to: http://www.gspc.co.uk/request-valuation

 p.s. We’ll post our latest market report here on the 8th April.  If you would like to know when it has been published, please sign up to ‘subscribe via e-mail’.

Should we follow the Canadians?

Mark Hordern

In 2010, two years after the start of the credit crunch, 55% of all new Canadian mortgages were for more than 80% of the purchase price, a far higher proportion than the UK.  More generally, Canada has not experienced the mortgage drought we see here. How do they do it? And should we follow suit?

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A nation of tenants?

Mark Hordern

Are we destined to become a nation of tenants unable to bridge the gap between renting and buying?

Are we destined to become a nation of tenants unable to bridge the gap between renting and buying?

The question was prompted by two recent headlines.  One read; ‘Number of home owners drops to lowest levels in 25 years’.  The other; ‘Over £400 a year cheaper to buy than rent in Scotland’.

But the idea that the recession has triggered a long term change in property tenure is not new and there are plenty of pundits who argue that many more of us will become lifetime tenants.  If, as the headlines suggest, it is cheaper to buy than rent and home ownership is still falling, do they have a point? (more…)

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