4th Quarter Atlanta Real Estate Stats

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    Presentable Market Data Chuck Carr

    Office: 770-698-8797

    Cell: 678-591-6030

    Email: [email protected]

    www.ChartMasterServices.com

    mailto:[email protected]:[email protected]
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    Understanding three views of the current market allowsBuyers to maximize their ability to evaluate properties,receiving the highest value in their home search and

    Sellersto position their property to maximize money intheir pocket while minimizing time on market:

    Macro View: National MarketNational Media Coverage

    Metro View: Atlanta MarketQuarterly Metro Market Report

    Micro View: Your CommunityComparative Market Analysis

    Current Market Overview

    3

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    New Abbreviated Presentation Design

    Abbreviated mainline flow:

    - Market Share- number one and growing

    - Sales - up

    - Distressed - still a large part of sales, but may be slowly declining

    - Active listings - down and still declining (partly seasonal)

    - Effect of lower-actives/higher-sales - reduced supply in 2012 (now consistently into a Seller's Market)

    - Effect of Seller's Market on:Median Sales Price

    Median % S/L

    Median DOM

    Price Reductions

    - Continuing consequences of wrong pricing decisions (price reductions):Median % S/L

    Median DOM

    "Game Board"

    Failed ListingsPutting it All Together ("Bubble Chart")

    - Distressed vs. Non-Distressed Supply

    - Summary

    - Supplemental Analysis Section

    32 mainline charts in a total package of 79

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    111

    66

    113

    112

    223

    221

    222

    62

    63

    13

    14

    121

    51

    114

    64

    61

    65

    41

    42

    75

    74

    73

    72

    91

    191

    81

    82

    83131

    71

    132

    52

    21

    24

    2322

    31 32 53

    Metro Area FMLS Areas

    Included (41)

    Cherokee County:111 113

    112 114

    E. Cobb:81 82 83

    W. Cobb:71 73 75

    72 74

    DeKalb:24 42 52 121

    41 51 53

    Douglas:91

    Forsyth:221 222 223 224

    Fulton OTP:13 14 131 33

    Fulton ITP:31 21 132

    32 22 23

    Gwinnett:61 62 63

    63 65 65

    Paulding:191

    33

    224

    5

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    Previous Listing Period Effect(4Q 2012 Atlanta Data 41 FMLS areas)

    Other FMLS

    Data Sources(No history data for

    listings off market for

    more than 30 days)

    Median Original listPrice $158,500

    Median Sales

    Price/Original List

    Price Percent94.9%

    Median Days on

    Market54 Days

    Percent of Sales

    which required a

    Price Reduction

    35.5%

    ChartMaster

    Data(More realistic by

    including listing

    history data back as

    far as 2.5 years)

    $179,900

    92.3%

    78 Days

    49.2%

    ChartMaster

    Difference from

    FMLS

    +$21,400(+13.5%)

    -2.6%

    (+$4,677)

    +24 Days

    (+44.4%)

    +13.7%

    Conclusion: Other data sources understate time on market

    and likelihood of requiring a price reduction, while overstating

    the portion of the original list price (% s/l) that sellers received

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Keller Williams Realty

    became the NUMBER 1

    real estate company in the

    Atlanta Metro area in unit

    sales during 2010,

    increasing that lead

    through Full Year 2012

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Full Year 2012 Sales rose

    above those of 2011 by

    +10.6%

    2012 sales are also

    +28.5% above those of

    the same period in 2010

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Monthly sales were

    considerably stronger in

    January through August

    compared to both of thelast two years

    Sales were also stronger

    than in the last two years

    during Sept.-Nov. and

    should rise somewhat inDecember after lagged

    closings are processed

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    Single Family Detached Residences4Q ONLY

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Sales in 4Q 2012 were

    higher than last year in all

    price ranges except the

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Short Sales andForeclosure Sales addtogether to make upDistressed Sales, shownhere as a percent of totalsales

    The percentage of 4Q2012 distressed saletransactions was -2.6percentage points lowerthan in 4Q 2011 anddown by -15.5 pointsfrom 1Q 2012

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    Single Family Detached Residences4Q ONLY

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Shown by price rangeillustrates the degree towhich distressed sales arepresent in all price

    groupings

    More than 2 of every 3sales in the

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    As the number of sales has

    gradually increased, the

    number of Active listings

    has declined steadily since

    2Q 2008, down by -73.4%

    from nearly 40,000 to

    10,528 at the end of

    December, 2012

    Lower supply of available

    listings increases

    competition among buyers

    for a smaller number ofproperties

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Increasing sales combinedwith decreasing inventory

    of listings reduced the

    months of supply to 4.2

    months in December,

    2012, reflecting the

    change from a BuyersMarket to a Sellers

    Market condition during

    2012

    Most of the following

    market measurements

    show the improvement

    following this market shift

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The contract negotiations

    advantage turned in favor of the

    seller when supply fell

    consistently below 6 months

    during 2012, resulting in an

    increase in the median sales

    price as sellers were more able

    to maintain sales prices closerto their original listing price

    As seen here, since the supply

    finally fell below 6 months in

    1Q 2012, the median sales price

    has risen significantly since

    then, compared to the last 2years

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    As 4Q 2012 sales were

    more flat, the median

    sales price rose by

    +26.3% bringing 3

    straight quarters with

    median sales prices

    higher than in the same

    period last year

    The Full Year 2012

    median was +8.1%

    above that of 2011

    An increase in thepercentage of sales in

    price ranges above

    $200K resulted in a

    higher median price

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Median sales prices declined

    significantly between 1Q 2011

    and 1Q 2012, reversing the

    downtrend after 2Q 2012

    As the inventory of listings has

    remained below 6 months, sellers

    have been able to maintain higher

    sales prices and more properties

    are selling in the higher price

    ranges

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    When supply falls below six

    months, the psychological

    advantage favors the seller and

    a Sellers Market results

    When supply of properties fell

    below 6 months in 2012, Sellers

    were able to negotiate selling

    prices that were closer to the

    Original Listing Price than were

    possible in the Buyers

    Market conditions prior to this

    year

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Another seller benefit ofdeclining supply has been

    increasing S/L ratios

    during the last 5 quarters

    rising to a new high of

    92.7% in 4Q 2012, +6.6

    percentage points abovethat of 4Q 2011

    S/L price ratios providean indication of buyerprice resistance andseller willingness tonegotiate, with higherratios showing astronger seller position

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    4Q 2012 S/L percentages

    by price range show that

    not only was the overall

    ratio higher compared to

    last year, but also all price

    ranges participated with

    much higher percentages

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Higher sales activity in

    4Q 2012 lowered the

    median of Days-On-Market (DOM) by

    -27.1% compared to the

    same period of the

    previous year

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    All of these 7 price

    segments had a median

    DOM lower in 4Q 2012

    than in 4Q 2011

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The pricing and contract

    negotiation advantage clearly

    turned in favor of the seller

    when supply fell consistently

    below 6 months during 2012,

    resulting in the lowest

    incidence of price reductionswe have seen in recent years

    As shown here, when supply

    finally fell consistently below 6

    months during 2012, the

    incidence of price reductions

    also fell consistently comparedto prior years

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The percentage of sales inwhich the Seller was requiredto reduce the listing price inorder to attract a Buyer,remained well above 60%

    during the previous 3 years,reaching a high of 70% oftransactions during 4Q 2010and 1Q 2011 and remainingin a range between 62%-70%until 2Q 2012

    During 2012 the incidencehas fallen in each quarter to a

    low point in 4Q 2012 of 49%,down by -15 percentagepoints compared to last year

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    All price ranges had alower incidence of price

    reductions during 4Q2012

    The reduction wasgreatest in the

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Price reductions severelyreduce the portion of theOriginal Listing Price thata Seller realizes in a sale

    The 4Q 2012 percentage

    point difference of -14.9would amount to a netreduction of -$25,500from the original listprice at the median salesprice, compared to aSeller without a pricereduction

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market ReportProvided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    When a price reductionwas required,substantially lower S/Lratios occurred in allprice ranges in 4Q 2012,but there were largedifferences in degreeamong the various priceranges

    For example, the ratio fora price-reduced propertydropped a whopping-28.1 percentage points,below that of a non-pricereduced property, in the

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    When a price reduction is

    required, more marketingtime is needed to attract abuyer

    A Seller required to take aprice reduction in 4Q 2012needed a median of 168 daysto sell, compared to only 27

    days for a Seller who pricedcorrectly with the marketadifference of +4.7 months, or+6.2 times, longer to sell

    The results are highercarrying costs, greaterinconvenience due to keeping

    the house in showingcondition and delays infinding and moving to a newhome

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Higher-priced propertiesnormally take longer to sell,but when a price reductionwas necessary in 4Q 2012,the differences were muchgreater in all price ranges

    Sellers across these priceranges needed +6.2 timeslonger to sell when a pricereduction was required

    Conversely, Sellers pricingtheir property correctly for

    the current market, were ableto sell in a very reasonabletime period a median of 27days across all price ranges

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Total Closed Listings(100%)

    92.7 S/L*

    79 DOM*

    Price Reduced(49.2% of Total)

    83.5% S/L*

    168 DOM*

    Previously Listed(24.6% of Total)

    77.1% S/L*

    296 DOM*

    Not Previously Listed

    (24.6% of Total)

    88.1% S/L*

    96 DOM*

    No Price Reduction(50.8% of Total)

    98.4% S/L*

    27 DOM*

    Previously Listed

    (3.6% of Total)

    97.8% S/L*

    154 DOM*

    Not Previously Listed

    (47.2%Of Total)

    98.5% S/L*

    27 DOM*

    Right Price/Right AgentRight Price/Wrong AgentRight Agent/Wrong PriceWrong Price/Wrong Agent

    What is the REAL STORY?Many times listed properties will have

    expired or been withdrawn one or more

    times prior to the listing period in which

    they sold. Including the original listing

    prices and cumulative days on market from

    those previous listing periods, results in a

    more realistic set of measurements.

    * Medians: Half areabove and half are

    below

    30

    FMLS SF Detached residences data. Data believed to be accurate, but not warranted. Analysis includes previous listing period data where applicable.

    2012 ChartMaster Services, LLC. For exclusive use of participating Keller Williams Realty offices.

    The Real Story

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Failed listings (Expired+Withdrawn) are shown here asa percentage of totalfinalized(Expired+Withdrawn+Closed)listings

    The failure rate of listingsreached a recent peak inJanuary, 2010 at 67% offinalized listings, offeringfirm evidence of the strongBuyer price resistance that waspresent in the market, sincelistings usually fail due tooverpricing

    Although -13.0 percentagepoints lower than last year,35.5% of listings failed to sellduring 4Q 2012, more than 1/3of all finalized listings

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    We have seen that out of

    every 100 finalized listings in4Q 2012, 36 failed to sell and

    64 sold

    Of the 64 sold listings, 31

    (49.2%) required a price

    reduction when including

    original listing prices forprevious listing periods, in

    order to sell

    Therefore, if 36 failed to sell

    due to overpricing and

    another 31 required a price

    reduction in order to sell, 67out of every 100 listings were

    at least initially overpriced in

    4Q 2012, resulting in either

    no sale, or a sale at a much-

    reduced price after a much-

    longer listing period

    32

    FMLS SF Detached residences data. Data believed to be accurate, but not warranted. Analysis includes previous listing period data where applicable.

    2012 ChartMaster Services, LLC. For exclusive use of participating Keller Williams Realty offices.

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Although the overall supply

    of properties in December,2012 was at 3.5 months,

    when Distressed properties

    are separated out, the picture

    changes somewhat for non-

    distressed properties, rising to

    an 4.6 month level overall,

    still in the Sellers Market

    condition

    On the other hand, distressed

    properties are well into the

    Sellers market condition

    with overall supply at 1.7

    months and at much less than

    6 months in all price ranges,

    while Non-Distressed

    properties remain in a

    Buyers Market condition

    in price ranges above $500K

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Full Year 2012 Sales: +10.6 higherthan in 2011 Monthly sales increased in nearly each month this year compared to the same period in each of the last two years

    Distressed sales were lower at 39.4% of 4Q 2012 sales , but were 69.0% of sales in the

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Another market shift is occurring. During 4Q 2012 we saw confirmation of a change from a market

    driven down by Distressed Property sales, to one driven up by reduced supply. This caused afundamental change in the psychology of the market from a Buyers Market to a Sellers Marketenvironment.

    The results are that many of our usual market measurements have turned in the direction of marketrecovery. Significant positive changes occurred in the median sales price (+23.6%), median S/OLPpercentage (+6.6 percentage points), median DOM (-27.1%), incidence of price reductions (-15percentage points) and percentage of failed listings (-13.0 percentage points) during this quarter.

    However, even as these improvements were taking place, the percentage of distressed property salesremained high (39.4%) and the number of Active listings continued to fall. These conditions shouldalso be considered by sellers when setting listing prices. Continued distressed property salesmaintain a dampening effect on seller flexibility by their use as comparables in property priceevaluations.

    With our uncertain economy, short term housing market improvements should still be viewedcautiously. A sharp increase in the number of Active listings or distressed property inventory, or adecrease in sales, could expose the fragile nature of this improvement. But for now at least, Sellersshould find less pressure during contract negotiations and Buyers will see a more competitivemarket with fewer sellers willing to accept low-price offers.

    Summary

    FMLS data for single family detached residences. Data is believed to be accurate, but is not warranted. 2012 Chartmaster

    Services, LLC. All rights reserved. This page may not be reproduced without the written permission of [email protected].

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Overall Market Observations The 4Q 2012 market has shifted toward recovery. Sellers Market supply levels have overcome the effects

    of Distressed Properties on many of our measures of market condition.

    Indicators of an improving market were in evidence, such as a higher median sales price (+26.3%), increasedsales (+10.6% YTD), a new high point for the median S/L ratio (92.7%), many fewer failed listings (-13.0points), lower median DOM (78, -27.1%), fewer price reductions (-15.1 points) and much lower (-43%)supply of active listings.

    A deterrent to full market recovery continues, however, with a significant distressed properties percentage ofboth Sales (39.4%) and currently Active listings (18.8%) that can cause buyers to seek those lower-pricedalternatives when distressed properties appear to be a better value. This caused 49% of sellers to take listingprice reductions in order to sell and 35.5% of all 4Q 2012 listings fail to sell during their listing period.

    The low (1.7 months) inventory of distressed properties has likely increased competition among buyers,forcing prices higher, S/L ratios higher, DOM lower and fewer listings failing to sell.

    It is difficult to know whether or not this will attract more people to list properties now which could alter thesupply/demand relationship at a time when seasonal factors usually cause lower demand. If so, that could

    result in another reversal of many of these positive 4Q 2012 market characteristics. Another dampening factor could result if financial institutions release more distressed properties to the

    market.

    36

    The Story of the Detached Residence Market 4Q 2012

    FMLS data for single family detached residences. Data is believed to be accurate, but is not warranted. 2012 Chartmaster

    Services, LLC. All rights reserved. This page may not be reproduced without the written permission of [email protected].

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Importance to Non- Distressed Property Sellers

    Potential sellers who have been reluctant to list due to the slow market may now try to take advantage of thecurrent supply/demand shift to list their property while they have an advantage.

    The downward pressure from Distressed properties on selling prices for all properties has been somewhatoffset by lower inventory, so this could be a better time to sell than in recent periods.

    The reduced inventory of distressed properties has increased buyer competition for those properties making iteven more important for sellers to consider their effect in properly pricing non-distressed properties.

    Setting realistic initial listing prices that are in line with buyer expectations (in the market) can result in salesat or above the original listing price in very few days on market

    Importance to Buyers The supply/demand relationship has, at least temporarily, shifted to the sellers advantage. If that continues,

    fast action and realistic offers will be necessary for buyers to capitalize on still-low prices for availableproperties.

    For buyers who are interested only in distressed properties, the supply has dropped to a point where

    competition among buyers for that supply has jumped, making realistic offers is a must for desirable houses Quick action and serious offers are required when high-value properties are found (47.2 % of 4Q sales), since

    low median DOM and high S/L ratios usually result, often with multiple offer situations.

    The good news is that prices are still historically low and interest rates are too, so the if the right property isfound, this is a very good time to be in the market

    37

    The Story of the Detached Residence Market 4Q 2012

    FMLS data for single family detached residences. Data is believed to be accurate, but is not warranted. 2012 Chartmaster

    Services, LLC. All rights reserved. This page may not be reproduced without the written permission of [email protected].

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Success Strategies for Sellers Do not ignore the impact of distressed properties competing for buyers in sellers price range and location,

    when setting initial listing price, since they are still affecting comps Maximize selling price and minimize market time by choosing an initial listing price that represents a high

    value compared to competing listings

    Re-evaluate market trends continuously to re-assess pricing choiceavoid chasing the market or missing aturn

    Consequences of Wrong Seller Choices Sell only after a much longer time on market - Median DOM at least +6.2 times longer in 4Q 2012. Sale at a much lower portion of original listing pricemedian of at least -14.9 percentage points lower.

    Failure to sell35.5% of listings failed to sell in 4Q 2012.

    Multiple listing periods24.6% of sellers required multiple listing periods, selling at a median of -21.4percentage points lower after a median of +12.9 times longer (+9.1 months).

    Risks for Buyers Low-ball offers on high-value properties will likely result in missing out on a great opportunity.

    Making offers too high on properties listed multiple times could result in paying too much.

    Low inventory condition limits buyers advantage in contract negotiations.

    38

    The Story of the Detached Residence Market 4Q 2012

    FMLS data for single family detached residences. Data is believed to be accurate, but is not warranted. 2012 Chartmaster Services, LLC. All rights

    reserved. This page may not be reproduced without the written permission of [email protected].

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    $ Sales Price

    X_______%

    $ Listed Price $ Listed Price

    $ Sales Price

    X_______ %Median L/SP%

    ___Quarter

    Required ____Days Required ____DaysMedian DOM

    ___Quarter

    Desired Seller Price Suggested Market Price

    Summary

    Even though the Suggested Price is $__________________Lower than the Desired Price, the

    Faster SaleNets the Seller$____________________More and Saves__________Months in Time

    The Case for Getting it Right the First Time

    330,000 300,000

    87.5 97.2

    30,000

    291,600

    166 32

    +$2,850

    288,750

    -4.5

    (Used S/L %s for

    this price range)

    (Used DOMs for

    this price range)

    (Illustration using$300K-$499K pricereduction numbers)

    39

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The Keller Williamsculture of cooperationand our profit sharingmodel contribute to cross-

    promotion of our listingsamong company agentsand offices resulting ingreater listings exposurefor our customers

    40

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    When a price reductionwas required,substantially lower S/Lratios occurred in allprice ranges in 4Q 2012,but there were largedifferences in degree

    among the various priceranges

    For example, the ratio fora price-reduced propertydropped a whopping-28.1 percentage points,below that of a non-price

    reduced property, in the

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Higher-priced propertiesnormally take longer to sell,but when a price reductionwas necessary in 4Q 2012,the differences were muchgreater in all price ranges

    Sellers across these priceranges needed +6.2 timeslonger to sell when a pricereduction was required

    Conversely, Sellers pricingtheir property correctly for

    the current market, were ableto sell in a very reasonabletime period a median of 27days across all price ranges

    42

    The Case for Getting it Right The First Time

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    43

    The Case for Getting it Right The First Time(Middle Tier)

    Seller Desired List Price Suggested Market Price

    $330,000 (Click and Enter Prices in Each Box) $300,000

    87.5% Likely % Sale/List Price 97.2% Likely % Sale/List Price

    $288,750 Likely Sales Price $291,600 Likely Sales Price

    166 Likely Days on Market 32 Likely Days on Market

    Benefits Summary

    Even though the List Price Difference is: -$30,000 Lower

    The Likely Sales Price Difference is: $2,850 More In Your Pocket

    The likely Time on Market is: -134 Fewer Days

    Months of Difference in Time on Market is: -4.5 Fewer Months

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    $ Sales Price

    X_______%

    $ Listed Price $ Listed Price

    $ Sales Price

    X_______ %Median L/SP%

    ___Quarter

    Required ____Days Required ____DaysMedian DOM

    ___Quarter

    Desired Seller Price Suggested Market Price

    Summary

    Even though the Suggested Price is $__________________Lower than the Desired Price, the

    Faster SaleNets the Seller$____________________More and Saves__________Months in Time

    The Case for Getting it Right the First Time

    44

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    45

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Monthly sales history

    shows the pattern of sales

    downturn from 2007

    illustrating a bottom

    occurring in January of

    2010

    Since then the usual

    seasonal low points in

    January were higher in both

    2011 and 2012 and a

    sustained upward trend hasdeveloped

    46

    Government purchase

    incentive programs effect

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    4Q 2012 sales were slightlylower compared to the sameperiod last year, but should besomewhat above this whenlagged sales are processed

    Sales gains in 3Q and 4Q 2011were exaggerated due tocomparison with the sameperiods in 2010 which wereunusually low aftergovernment purchaseincentives expiration

    Increases in 1Q, 2Q and 3Q2012 were all the moresignificant since they arecompared to periods ofincrease during 2011

    Quarterly increases have beenlower in each consecutivequarter during 2012

    47

    Si l F il D t h d R id

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    Single Family Detached Residences4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Sales were lower in the

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    While sales haveincreased during 2012,the number of Activelistings fell again,continuing the declining

    trend through this period

    The number of Distressedproperty listings has nowbegun to decline also,helping to reduce pricingpressure on Non-Distressed sellers

    49

    Single Family Detached Residences

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    Single Family Detached Residences4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    As the total number of allActive listings hasdeclined, Distressed

    property listings representa declining percentage ofthose listings

    50

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Foreclosure sales as a

    percent of total salesdeclined again in 4Q2012 compared to 4Q2011, to 12.3%

    51

    Single Family Detached Residences

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    Single Family Detached Residences4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The overall percentage offoreclosures was lower in4Q 2012 than in the same

    period in 2011, decliningin all price ranges

    52

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The 4Q 2012 short salepercentage of closings at27.1% was +2.1percentage points higherthan in 4Q 2011,

    continuing the overalluptrend in these types oftransactions

    53

    Single Family Detached Residences

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    Single Family Detached Residences4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Short Sale transactions asa percentage of total salesincreased slightly during4Q 2012

    However, the increasecame from price rangesbelow $200K, withdecreases occurring in allother price ranges

    54

    Single Family Detached Residences

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    Single Family Detached Residences4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The median sales price is

    derived by taking the point at

    which half of the transactions

    were at prices above and half

    below that price

    Therefore, when there aremore sales taking place at the

    low price end of the market,

    the median must fall lower

    since more sales occur in

    those lower price ranges

    The 61.1% of sales whichoccurred in 4Q 2012 at prices

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    Single Family Detached ResidencesPrevious Listing Periods Included

    FULL YEAR

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Historically, as sales shiftedmore toward lower priceranges after 2007, themedian sales prices wereforced down

    The median sales price isthe price at which half ofsales are at higher pricesand half are at lower prices

    As larger portions of annualsales took place at lowerprices (

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Monthly median salesprices reached a low pointin January, 2012

    The steep decline in mediansales prices coincided with

    increases in the percentageof distressed properties sold

    A strong, steady increaseduring 2012 has resultedfrom a much lower supplyof listings and an increasein the portion of sales at

    prices above $200K

    57

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    New Constructionproperties posted their 2ndconsecutive quarterlymedian sales price

    increase, the first suchincreases since 2Q 2011,while resale propertiesalso increased +26.5%

    The median sales pricefor Resale properties hasnow increased for 3consecutive quarters

    58

    Si i i

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    An encouraging sign forsellers in this market isthat the median salesprice for Non-Distressedproperties has increasedsharply since 4Q 2011

    Although seasonalityusually causes the mediansales price to increaseduring the second quartereach year, we are nowseeing that increase carryon through 4Q 2012

    indicating that a moresustained increase isresulting from the SellersMarket supply condition

    59

    Si l F il D h d R id

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Median Sales Pricesshown monthly, by year,illustrates the degree towhich prices arechanging now comparedto other recent years

    The December, 2012median sales price wasabove those ofDecember, 2009-11

    60

    Single Family Detached Residences

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Median S/L ratios shownmonthly since January,2008 reveals that thebottom for this measure

    came during early 2009,with an overall uptrend inprocess since then

    The % S/L uptrend hasincreased in strength asproperty supply has

    declined

    61

    Single Family Detached Residences

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    62/82

    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Median S/L ratios tended tobe much lower fordistressed property salesthan for non-distressedproperties during late 2008and early 2009, but sellersadjusted to buyer price

    resistance during the lasthalf of 2009 and into thefirst half of 2010

    Beginning in 2011distressed property S/Lratios grew until becomingequal or above that of non-distressed properties assupply of distressedproperties dwindled

    62

    Single Family Detached Residences

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    63/82

    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The median of DOMsegmented by Sales Priceand New vs. Resale,

    shows a -27% overalldecrease in time-on-market spread over all butone segment

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Sellers contributed to

    buyers closing costs in

    nearly 3 of every 4transactions during the

    last 2 years, reducing the

    real S/L ratio

    Sellers should anticipate

    this payment when

    estimating net proceeds

    of sale

    64

    Single Family Detached Residences

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    When sellers

    contributions to buyer

    closing costs areincluded, the real median

    S/L ratio dropped by -1.0-

    1.3 percentage points

    during 2012 to an overall

    90.0% of Original List

    Price compared to the

    91.1% usually shown

    65

    Single Family Detached Residences

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Even after taking a pricereduction, Sellers realizeda lesser portion of theirnew list price than thoseSellers who were not

    required to reduce theirprice

    Had these price-reducedproperties been correctlypriced originally, theycould likely have sold inmuch less time at a higher

    price

    66

    Single Family Detached Residences

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q ONLY

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Even after taking a pricereduction, Sellers usuallyrealized an equal, orlesser, portion of theirnew, reduced list pricethan those Sellers notrequired to reduce theirprice

    Pricing correctly with thecurrent market results in abetter net selling price, in

    less time on market

    67

    Single Family Detached Residences

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    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Correctly pricing with thecurrent market can resultin multiple offers andsales prices at or abovethe Original Listing Price

    In 4Q 2012, more than 1out of every 5 (22.6%)sales transactions resultedin selling prices that wereequal to or higher thanthe original listing price

    2,065 properties sold at

    100%, or more, of theirOriginal Listing priceduring 4Q 2012

    68

    Single Family Detached Residences

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    69/82

    Single Family Detached ResidencesPREVIOUS LISTING PERIODS INCLUDED

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Sellers pricing correctlyfor the market not onlyreceive a high portion oftheir Original ListingPrice, they also sell atgreatly reduced time onmarket resulting insubstantial savingsthrough lower carryingcosts

    69

    Single Family Detached Residences

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Atlanta MarketOnly 33%of the 4Q 2012 Atlanta housing inventory was initially priced in the market

    Pricevs.

    Competition

    Out of

    The MarketHomes that Dont Sell

    Poor

    Below

    Above

    Great

    36%

    In the MarketHouses that Sell in a median

    of 27 days

    36%33%

    31%

    Condition vs. Competition

    ChasedThe

    Market

    70

    Single Family Detached Residences

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The number of months of

    supply vary widely among

    market segments defined by

    price range and New vs. Resale

    properties

    Overall the supply was -43%lower in December, 2012 than

    in the same month in 2011

    resulting from a lower

    inventory of properties in all

    price ranges, coupled with

    higher sales

    Inventory in the

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Viewing overall supply

    against the industry

    benchmark for a balanced

    market shows that current

    levels in price ranges above

    $500K remain in a Buyers

    Market condition, while

    those below $500K enjoy asellers market

    Very low supply in the high

    volume price ranges below

    $200K resulted in a very low

    overall supply of 3.5 months

    in December, 2012

    72

    Single Family Detached Residences

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    A comparison of supply by

    price range between

    December, 2012 and

    December, 2011 shows the

    extent to which the

    Supply/Demand environmenthas changed

    Significant reductions

    occurred in all price ranges

    with the supply across all

    price ranges, dropping by

    43% compared to December,2011

    73

    Single Family Detached Residences

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The number of propertieslisted for sale compared to the

    number of properties which

    sold each month, illustrates the

    relationship existing between

    Supply (listings) and Demand

    (sales)

    Using a 3-month average of

    4Q 2012 sales yields a 3.5

    month supply, meaning that at

    the current sales rate, it would

    take less than 4 months to sell

    the current inventory of

    listings if no new listings came

    on the market

    A supply of more than 6-7

    months is considered to be a

    Buyers market

    74

    Single Family Detached Residences

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    Previous Listing Periods IncludedFULL YEAR

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Conventional Uninsuredand Cash purchaseswere 61.0% of all

    purchases throughDecember, 2012, withcash being the most-often used method offinancing

    75

    Single Family Detached Residences

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    76/82

    Previous Listing Periods IncludedFULL YEAR

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Two of every three cashpurchases were ofdistressed properties in

    2012

    76

    Single Family Detached ResidencesP i Li i P i d I l d d

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    Previous Listing Periods IncludedFULL YEAR

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    4Q 2012 sales of luxuryhomes priced above$1.0M was +50% higher

    than that of 4Q 2011with a combined 119sales

    77

    Single Family Detached Residences

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    Single Family Detached Residences

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    4Q 2012 Median DOM forsales in the $1.0M-$1.49Mprice range were about the

    same as in 4Q 2011, whilethe median for the $1.5M+range was -46.6% lowercompared to 4Q last year

    The small number of salesin these price ranges makes

    percentage changes morevolatile

    78

    Single Family Detached ResidencesP i Li ti P i d I l d d

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    Previous Listing Periods IncludedFULL YEAR

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Median S/L price ratio for the$1.0-$1.49M price range was+7.7 percentage points higherat 85.4% and those in the$1.5M+ range were higheralso by +4.3 points

    The median S/L ratio for allsales was 92.7% in 4Q 2012

    79

    Single Family Detached ResidencesP i Li ti P i d I l d d

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    80/82

    Previous Listing Periods IncludedFULL YEAR

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    Price reductions also tendto be more common asproperty prices increase

    Improved in 4Q 2012, theincidence of price

    reductions was down -1.3percentage points in the$1.0-$1.49M range, whilethe $1.5M+ range droppedby -17.9 percentage points

    The percentage of price

    reductions for sales acrossall price ranges in 4Q 2012was 49.2%

    80

    Single Family Detached ResidencesPrevious Listing Periods Included

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    81/82

    Previous Listing Periods IncludedFULL YEAR

    4Q 2012 Quarterly Metro Market Report

    Provided By ChartMaster Services, LLC exclusively for Keller Williams Realty

    The difficulty of sellingluxury homes priced above$1.0M in this market isunderscored by thepercentage of sales thatrequired more than onelisting period, compared tothe overall sales percentage of24.6% that were listedmultiple times during 4Q2012, roughly half the rate inthese price ranges

    The results of initialoverpricing are usually

    longer DOM, lower S/L %,more Price reductions andmultiple listing periods,ending in much lower sellingprices

    81

    Single Family Detached ResidencesPrevious Listing Periods Included

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    Previous Listing Periods IncludedFULL YEAR

    Although to a much lesserdegree in both of theseprice ranges, Distressedproperty sales are presentin all price ranges in thismarket

    During 2012, the distressedpercentages of sales werefairly constant below 12%in both years

    Prices of non-distressedproperties may be affected

    in these price ranges aswell, when buyers agents,

    lenders and appraisers usethem as comps