Changing Consumer Trends

Any of you on this site are probably avid Internet users nonetheless the following information will no doubt be of interest. While recently attending the National Association of REALTORS® conference in Las Vegas, many of the sessions I participated in dealt with changing consumer trends. Most of these were focused to a degree on technology and how it continues to impact our lives and the habits of today's consumers. Recent studies reflect that computers have and will continue to replace televisions in the bedroom. It is estimated that on average, most households have 26 electronic devices of some sort in the home.
Traditionally, advertisers have spent on average 42% of their advertising budgets on TV ads and we've all heard reports of companies spending hundreds of millions of dollars to secure a 15 second ad during the Super Bowl. The second greatest advertising expenditure has been on newspaper or other print advertising and this represents 30% of all ad budgets. More and more whether buying everything from books to collectibles or cars to real estate, consumers are using the Internet not only as their primary source of information, but also to make a direct purchase. Personally, I am a semi-regular online buyer. I have purchased numerous items from online sources the largest of which was a boat on eBay.
To date, online advertisng accounts for only 6% of all advertising budgets versus over 70% for TV and print ads (combined) yet on average, 30% of consumers are using the Internet to satisfy their information and purchasing demands. With real esate that number is much higher as reports indicate that 75% to 80% of consumers contemplating a real estate transaction are using the Internet to find an agent, obtain meaningful real estate information or to look for property etc. This would suggest that a huge shift is forthcoming in how companies of all sizes allocate their ad budgets and this is where Google, Yahoo, eBay and the likes see huge potential for increased revenues in the future.
Hardly a day goes by that I do not receive email inquires about my listings. At the same time, I can not recall when I last had an inquiry as the result of a print ad for a property either in a local paper or from one of the area's many magazines all of which are excellent publications. The fact is, today's consumer wants information that is current, they want it 24/7, they want it personalized for them and they want it for FREE! No where can these demands be better met that online. Personally, I embraced the importance of having a strong online presence some time ago. Local real estate activity continues to be driven in a large part by consumers whose primary residence is outside the area. Again, reaching these buyers and sellers is best accomplsihed not via print media but online. This blog and my personal real estate website http://www.propertycollingwpood.com/ reflect my committment in this regard.

Where did all the water go?

One of my real estate associates and I spent some time recently discussing a topic that is becoming increasing more frequenct both within and outside the real estate community, the declining water levels in Georgian Bay and indeed the Great Lakes in general. Locally, the barometer I use to monitor levels in the Bay are the shoals, or should I say newly formed "islands" off Northwinds Beach. Not so many years ago, one could gaze northwards across Georgian Bay and see nothing but blue water. Today, the horizon is punctuated with numerous shoals which seemingly protrude higher above the surface of the water with each passing month. Another scale I use is at my own cottage on Manitoulin Island, where in the spring of each passing year I am pushing my dock further and further out from shore in order to gain enough depth to dock a boat. Not long ago, the water level in the photo above was at the tree line along the shore.

This fall, Lake Superior which by and large has enjoyed water levels relatively constant in recent years as compared to the declining waters of Lakes Michigan and Huron saw its level drop to one of the lowest on record. While climate change may be responsible for some of these dramatic declines, many people are pointing the finger at other causes such as the outflow of water from Lake Huron via the St. Clair River.

Years ago the U.S. Army Corps of Engineers dredged the St. Clair River to enhance the shipping lanes which was necessitated in part by the increased size of great lakes ships. Some of these larger vessels were constructed right here in Collingwood. Add to that is the fact that the St. Clair River bed is eroding thus increasing its depth and the transfer of water from Lakes Michigan and Huron to Lake St. Clair which is in fact rising as the former two decline.

To grasp the severity of the problem I recommend viewing part of a CBC report accessible via the Georgian Bay Association website at http://www.georgianbay.ca/. This website also offers some excellent historical and other information pertaining to the cycles affecting the levels in the Great Lakes.

This is an issue that has an enormous impact on our area including waterfront property values, recreational activities and many aspects of our economy in an area which is becoming increasingly driven by tourism. While one might argue the cause, declining water levels in the Great Lakes are a reality and affects us all. Immediate action is required if we are to preserve the lifestyle we all too often take for granted. If you have or are feeling the affects of this situation please post comment.

What is 'MLS®?

Real estate buyers and sellers have seen or heard the term 'MLS® but do you know exactly what MLS® is? Even those familiar with the term MLS® may not understand the important role it plays in the the buying and selling of real estate or how it works.
MLS® is a registered trademark owned by the Canadian Real Estate Association and stands for "Multiple Listing Service." When sellers list their property for sale with a REALTOR®, most choose to do so with an MLS® versus exclusive listing. Properties listed on the MLS® system are done so in a spirit of cooperation. With an MLS® listing, the listing Broker commits to "cooperate" with other Broker members giving them equal opportunity to show and sell the subject property. Traditionally this has benefitted the seller by given their property added exposure to all REALTORS® within a given market. With the advent of the Internet and the Canadian Real Estate Association's website http://www.mls.ca/ properties for sale on MLS® are now accessible online to potential buyers everywhere.
In Canada we are extremely fortunate to have a nation-wide MLS® system as such is not the case in the U.S. Like their banking industry, MLS® in the U.S. is very fragmented with several MLS® systems typically existing in each state. These systems are not linked thus making it difficult for today's online real estate consumer to gain full access to all properties currently listed for sale. Current estimates put the possibility of a nation-wide MLS® in the U.S. similar to what we have in canada as 3 to 5 years away. In the meantime, several 3rd party websites in the U.S. such as http://www.zillow.com/ have filled this void by accepting property listings on behalf of both licensed REALTORS® as well as For Sale By Owners.
Consumer visits to http://www.mls.ca/ typically number 2.5 to 3 million a month making http://www.mls.ca/ the most popular real estate consumer website in Canada. With this post is a survey asking: Have you ever visited http://www.mls.ca/? Please take a moment to complete the survey and if you have any comments or questions please do not hesitate to contact me.