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Forget Fake News – the Real Danger is Fake Market Research

By Simon Pressley

Promoted by Propertyology

Ah, the Internet. Don’t you just love it? Full to overflowing with so, so much information! And plenty of it is dedicated to property.

It’s information overload, and all anyone needs to add to it is a computer and a connection. That’s right, you don’t need qualifications or actual knowledge – anyone can write anything about anything and put it up on the internet as ‘research’. Isn’t freedom of speech wonderful?!

Beware though – and this is stating the obvious – much of information is questionable quality. Digest what you read with a grain of salt, or suffer the consequences of monetary heartburn.

Managing Director of Propertyology, a property market research and buyer’s agency firm, Simon Pressley, says that there’s a significant risk from people confusing ‘reading’ with ‘research’.

“If the reader doesn’t have sufficient background knowledge on the topic that they are reading about they won’t have the ability to interpret good information from bad or well-informed opinions from gross generalisations,” Pressley says.

“Let’s say I had a pain in the stomach and chose to turn to the internet to work out what it was. Search engines would produce all sorts of material which would produce possibilities ranging from an ulcer, to indigestion, or bowl cancer. The thing is, I don’t have a medical background to be able to interpret the information. Instead of self-diagnosing on Doctor Google, I’d be wise to go to a qualified medical specialist whose primary objective is my best interests – my health.”

With media companies continually making cutbacks to stay afloat in this digital age, journalists are under increasing pressure to reach daily ‘click-count’ quotas through producing higher content volumes; quality becomes a secondary consideration.

Pressley says that much of what gets published on the internet about property markets is backward-looking, is heavily focused on only a few Australian cities, and can be influenced by vested interests.

“There’s a lot of mass-produced generalisations which fill people’s devices these days. In some ways, it’s suppressing people’s intelligence. People consume content, they fail to ask themselves ‘why’ others have a specific point of view, and just adopt the consensus as gospel.”

Pressley references the abundance of property news stories in 2014 and 2015 with every Tom, Dick and Sally claiming that Brisbane was destined to be Australia’s next booming property market. He says that there was very little substance to support those big predictions and history now shows that Brisbane’s market was incredibly underwhelming.

“While all roads on the internet where pointing the DIY to Brisbane, we were thoroughly analysing the fundamentals of locations all over Australia. The metrics which we rely on were suggesting that the road ahead for Brisbane was uninspiring while other locations like Hobart and parts of regional Australia were destined for good times,” said Pressley.

“The information which shaped those decisions comes from years of analysis and dozens of different sources; it isn’t found in one nice neat little package on Google somewhere.”

Much of the content found on the internet about property markets refers to what a market has already done. According to Pressley, people looking to buy today ought to be more focused on what a market is likely to do over the next few years.

“The problem with making decisions about the future of property markets based on historical property data, is that it’s like looking out of the rear-view mirror to see where you’re going. At Propertyology, we look ahead. The most significant leading indicators for that are often found through understanding employment trends, supply pipelines, and economic analysis.”

Investors would be wise to exercise caution about news articles talking up perceived ‘hotspots’ that are (allegedly) ripe for a quick burst of capital growth. It’s not uncommon for those quoted in the story to have a vested interest to promote a particular suburb because they have a business there or they have a real estate project up for sale.

On the other hand, at any given time there may be dozens of locations across Australia which do have the right combination of market fundamentals to support a really solid outlook. You’re unlikely to read about these locations in an online news story because they are outside of capital cities.

Pressley says that parts of regional Australia, home to more than 8 million people, contain some wonderful gems for property investors.

“We analyse property markets every day. We do feel that there is a science to it, although it will never be an exact science. We’ve invested significantly in conducting formal studies to acquire very valuable learnings from Australia’s property market history. The methodology which we adopt to help people invest is heavily shaped by these learnings from the enormous body of research behind us,” he says.

“We conduct objective and qualified analyses of every property market in Australia. Then we act for as a buyer’s agency to find that right property in those markets, and negotiate the lowest price for our clients.”

It’s an ethos that’s certainly working for the company and its clients.

Propertyology is a national property market researcher and buyer’s agency. The multi-award-winning firm’s success includes being a finalist in the 2017 Telstra Business Awards and 2016 winner of Small Residential Agency of the Year in REIQ Awards For Excellence. Managing Director Simon Pressley is a REIA Hall Of Fame Inductee and a three-time winner of the REIA and REIQ Buyers Agent of the Year award.

 

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Will Magee has had ambitions to enter into the Australian property market for quite some time, but it has been more than just finances holding him back.  Having been granted permanent residency just two weeks ago, Will is wasting no time and is now in the process of signing papers and finding his first investment property.

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In this episode of the Smart Property Investment Show, Will joins host Phil Tarrant to share why he is purchasing his first property in partnership with his brother, discuss the complications that can arise from such a strategy, and unpack the ongoing plan for building a joint property portfolio with his brother.

Will will also share how they approached saving for their first property, why he is taking out the mortgage in his name exclusively, and share their savings plan for the year ahead.

If you like this episode, show your support by rating us or leaving a review on iTunes (The Smart Property Investment Show) and by following Smart Property Investment on social media: FacebookTwitter and LinkedIn.

If you have any questions about what you heard today, any topics of interest you have in mind, or if you’d like to lend your voice to the show, email [email protected] for more insights!

RELATED AREAS OF INTEREST:

From property in Australia to a ski lodge in Japan
Mortgage Trusts, an alternative first step for property investors
Should a real estate title be in one person’s name only?

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Median house prices in regional Victoria outperformed that of Melbourne in the June quarter, the latest REIV figures reveal. 

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Median house prices in the regions rose 4.0 per cent to $419,500 but in Melbourne they dipped by 0.6 of a percentage point to $840,000.

The result in Melbourne was due to a 0.8 of a percentage point fall in prices achieved at auction; this was despite a lift of 2.3 per cent in private sales.

Inner Melbourne suffered due to auction prices, where median prices fell by 4.9 per cent to $1,459,000 but it was middle Melbourne that was hardest hit, with a 5.4 per cent drop to $974,500.

Outer Melbourne had a good quarter with the median rising by 0.5 of a percentage point to $681,000.

Apartment prices in regional Victoria grew by 3.7 per cent to $304,500 while the metro media was up by 0.5 of a percentage point to $604,000.

REIV President Richard Simpson said that despite fewer sales, many sectors of the market were performing well.

“2017 was a bumper year and while the trendline has flattened, despite the fall in median house prices in the June quarter, median prices are still up this calendar year for both houses and units, in Melbourne and in the regions,” Mr Simpson said. 

In particular there was been strong growth in regional centres which is probably due to the first-home buyers’ concessions said Mr Simpsons.

“The first-home buyers’ concession has been a boon for regional areas. A new entrant to the property market buying a house at the regional median will pay no stamp duty, while a first home buyer of an apartment in Melbourne at the median price would pay stamp duty of nearly $25,000,” he said.

Mr Simpson said that more prospective buyers are looking towards regional Victoria which is also having an effect in Melbourne.

“Melbourne’s outer perimeter continues to grow. Small increases in the June quarter mean that the median prices for both houses and units have risen over 10.5 per cent from a year ago.

Mr Simpson said moving forward that vendors need more realistic expectations as the highs of 2017 are now over.

“Negative chatter about the future of the sector coupled with stronger lending controls by financial institutions has created some uncertainty and vendors need to be realistic with their price expectations,” Mr Simpson said.

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Regional Victoria showing up Melbourne in price performance, new data finds
object(stdClass)#1184 (52) {
  ["id"]=>
  string(5) "18277"
  ["title"]=>
  string(38) "From pirouettes to property investment"
  ["alias"]=>
  string(38) "from-pirouettes-to-property-investment"
  ["introtext"]=>
  string(381) "

If Mark Hodge’s face looks familiar to you it could be because of his time working as a professional entertainer which saw him working with the Australian ballet, appearing on multiple seasons of Dancing with the Stars and touring in musical theatre for 17 years. What you may not know is that Mark is also heavily involved in the short-term property rental marketspace.

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Mark joins host Phil Tarrant to discuss his transition from entertainer to investor, a journey pushed forward by dance related injuries and even a hit and run which saw him needing to find alternate methods to bring in an income. Mark shares how bad long-term tenants and a gang member guided him to the short-term rental market, and how this pushed him into helping others to realise the same benefits.

Mark will also address the common concerns, discuss what his company Maisonnets specialise in and unpack how they are making the process of filling short term rentals easier for investors.

If you like this episode, show your support by rating us or leaving a review on iTunes (The Smart Property Investment Show) and by following Smart Property Investment on social media: FacebookTwitter and LinkedIn.

If you have any questions about what you heard today, any topics of interest you have in mind, or if you’d like to lend your voice to the show, email [email protected] for more insights!

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AREAS MENTIONED:

Melbourne
Sydney
Rushcutters Bay
Maroubra
Potts Point

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From pirouettes to property investment

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