“It’s All About Pricing, Pricing, Pricing” In California
The LA Times reports form California. “It’s not easy being a seller today, what with homes on the market seemingly everywhere. Should owners underprice or stick with neighborhood comparables? How long should their homes be on the market before they consider lowering the price? It’s all about pricing, pricing, pricing. Not last year’s. Last month’s.”
“That’s the word from sellers and agents across Southern California facing the realities of this fall’s buyer’s market. ‘Pricing is critical,’ said Sean McLin, a Los Angeles-based agent. ‘Buyers start their search from there.’”
“Forget about pricing your home higher with wiggle room for negotiating. The higher the price, the more likely the property will sit on the market gaining white-elephant status. It’s also better to be at the lower end of a neighborhood’s price range than the top.”
“Forial Zaken took agent Larry Heller’s advice to drop the price when her 2,100-square-foot home in Granada Hills received no offers at $929,000 after one month on the market in August. Two price reductions later, it sold for $810,000 a month ago.”
“‘When you’ve done everything to make the house desirable and it’s accessible to buyers, but they aren’t choosing it, then we know what the house is not worth,’ said Syd Leibovitch, a broker (in) Beverly Hills. ‘It’s time to lower the price and make sure you out-compete others in the marketplace.’”
The Fresno Bee. “Home builders are cutting back because sales have dropped off dramatically. ‘It’s simple math,” said Mitch Covington, president of the Building Industry Association of the San Joaquin Valley. ‘If you are down to building 80 homes from 300, you only need half the people.’”
“Home builders have excess inventory because many would-be buyers cancelled contracts, either because they could not sell their existing houses, got cold feet or were investors who pulled back when activity slowed, builders say. In October, 13% of new home sales in Fresno County fell through, according to Hanley Wood.”
“‘Everyone is cutting back,’ said Alan Newman, VP of Beazer Homes in Fresno. As a result, Beazer laid off 12 employees in Fresno, or 25% of its corporate staff, Newman said. Two other national builders, D.R. Horton and Centex, are among those that cut staff.”
“‘The market is terrible,’ said Steve Lutton, regional VP of Lennar Homes, a nationwide company that builds in Fresno under the Cambridge banner. ‘Buyers were standing in line a year and a half ago. Now you have to find the buyers. You have to aggressively market your homes.’”
The Press Democrat. “Pacific Lumber Co. on Friday terminated 90 employees, citing declines in timber harvests and lumber prices. Brian Connors, an 18-year employee who was laid off, said he wasn’t surprised. ‘We could see the writing on the wall. Lumber sales were down, housing starts were down,’ he said.”
The Union Tribune. “San Diego County’s leading economic indicators declined for the seventh month in a row in October, dragged down by the continuing decline in home building and a rise in unemployment filings, according to a report released by the University of San Diego.”
“The biggest hurdle in the coming year, said USD economist Alan Gin, is the continuing decline in the local real estate market.”
“‘The weak housing market will hurt the local economy in three areas: slow or negative job growth in construction and real estate-related jobs, weaker consumer spending due to lower home equity and a reverse wealth effect, people feeling poorer as the values of their homes decline, and more homes lost to foreclosures,’ Gin said.”
“One sign of the real estate weakness is that residential building permits declined in October for the third month in a row. Only 259 single-family units were authorized in October, the lowest number since November 1994.”
“The decline in housing permits is reflected by layoffs at construction and real estate firms. Since hitting a peak in June, construction firms have shed 3,400 workers. In October, there were 1,400 fewer construction workers than there had been the previous year, the first year-to-year decline since June 1994.”
“Real estate and credit remediation firms have dropped 400 workers in the past two months. Stan Sexton, a real estate broker in La Mesa, said that more job losses are in the offing. ‘It’s still a little early for the job losses,’ Sexton said. ‘The blood is not in the streets yet. You’ll see more job losses in February or March, when the agents have to pay their annual dues.’”
“Gin warned that the national economy will also be hurt by the real estate slowdown in coming months. ‘Policymakers, particularly at the Federal Reserve, find themselves in a quandary trying to balance concerns about inflation with worries about the impact of a rapidly slumping national housing market,’ he said.”
The Press Enterprise. “Inventories of unsold condominiums began climbing nationwide during the past year, causing a glut of unsold units in formerly hot markets. Developers have quickly shifted gears and started either canceling condo projects or converting the planned units to rental apartments.”
“Bob Patterson, vice president in the Ontario office of CB Richard Ellis, said the condo conversion market died in Inland Southern California earlier this year and it is possible that units in buildings that were not sold out will become rentals.”