How to Structure Your Google Analytics Account

We recently moved all single property Website data analytics and reports exclusively to Google Analytics, the best platform to measure app data and web data separately or together through the account, property, and data stream.

In the following video, from the Google Analytics YouTube channel, we learn how to structure your account.

Florida’s May Housing Market Reflects Impact of COVID-19; Also Signs of Recovery

Orlando, FL – June 22, 2020 (PRNewswire) Florida’s housing market in May continued to reflect the economic impact of the coronavirus pandemic that shut down businesses and roiled the global economy. While the latest housing data from Florida Realtors® reported lower levels of closed sales and new listings compared to a year ago, median sales price increased and new pending sales for single-family existing homes rose 2.3% compared to a year ago – a positive sign for the housing sector, according to Florida Realtors Chief Economist Dr. Brad O’Connor.

“The most significant evidence we have of a rebound are the year-over-year changes we see for new pending sales in May,” he said. “That 2.3% increase is in significant contrast to what we saw in April, when new pending sales were about 35% lower than the previous April.”

In contrast, new pending sales of condos and townhouses last month fell by 16.8% compared to May 2019, but that’s an improvement over the April figure. O’Connor added, “New pending condo and townhouse sales are clearly on a recovery trajectory right now, but are simply being surpassed by the more substantial recovery in single-family home new pending sales.”

“As Florida’s businesses and economy continue to reopen, it remains vital for all of us to follow the recommended health guidelines, practice social distancing and take the necessary precautions to safeguard each other and our communities,” said 2020 Florida Realtors President Barry Grooms, a Realtor and co-owner of Florida Suncoast Real Estate Inc. in Bradenton. “The pandemic has shown that having a place to call home is priceless – and all across the state, a buyer or seller can turn to a local Realtor for support, advice and expertise.”

Last month’s closed sales of single-family homes statewide dropped 36.2% year-over-year, totaling 19,622, while condo-townhouse sales declined 50.3%, for a total of 6,069. Closed sales may occur from 30- to 90-plus days after sales contracts are written.

In May, the statewide median sales prices for both single-family homes and condo-townhouse properties rose year-over-year for 101 consecutive months. The statewide median sales price for single-family existing homes was $270,000, up 1.5% from the previous year, according to data from Florida Realtors Research Department in partnership with local Realtor boards/associations. Last month’s statewide median price for condo-townhouse units was $201,472, up 3.3% over the year-ago figure. The median is the midpoint; half the homes sold for more, half for less.

Chief Economist O’Connor noted that the drop in closed sales in May wasn’t surprising, based on what the pending sales data in March and April showed. However, “the good news is that this is likely the worst of it for now,” he said. “May’s pending sales clearly show we’re recovering, it’s just that we won’t see this recovery in closed sales until a month or two from now when these deals are finalized.

“Overall, housing demand continues to be driven by record-low mortgage rates that show no signs of rising significantly any time soon. June could be a very strong month for sales given the high levels of pent-up demand that has likely been released in recent weeks. Credit remains tight, but there is some evidence that it’s loosened up a bit compared to where we were in April, as lenders have adjusted to the situation and incorporated new information about the performance of the economy. Lenders continue to face an enormous volume of applications, however, both for purchases and refinancings, which is affecting their ability to accommodate the demand we’re seeing.”

Ultimately, what happens next with the COVID-19 pandemic will affect the long-run outlook for housing in Florida and elsewhere in the U.S., O’Connor said.

“Most of the official economic forecasts from both public- and private-sector economists as of late bake in an assumption that there will be major resurgence of the virus this year, which means we should consider those figures cautiously,” he said. “A large second wave of this pandemic is the greatest threat to the housing market and greater economy right now, so it’s important that we all continue to do our part to limit the spread – especially as we continue to try to reopen the economy.”

According to Freddie Mac, the interest rate for a 30-year fixed-rate mortgage averaged 3.23% in May 2020, down from the 4.07% averaged during the same month a year earlier.

To see the full statewide housing activity reports, go to Florida Realtors Media Center at http://media.floridarealtors.org/ and look under Latest Releases or download the May 2020 data report PDFs under Market Data at: http://media.floridarealtors.org/market-data.

Florida Realtors® serves as the voice for real estate in Florida. It provides programs, services, continuing education, research and legislative representation to 195,000 members in 51 boards/associations. Florida Realtors® Media Center website is available at http://media.floridarealtors.org.

SOURCE Florida Realtors

Coronavirus Housing Rebound Highlights Wealth Divide

Homebuyers with secure, high-paying jobs and access to cash and credit take advantage of low mortgage rates, as job losses disproportionately affect low-income and Black workers already excluded from homeownership

Seattle, WA – June 22, 2020 (PRNewswire) (NASDAQ: RDFN) — The impact of coronavirus shutdowns on homebuyer demand has been short and muted, but the economic recovery will disproportionately benefit those who were already economically advantaged, according to a new analysis from Redfin (www.redfin.com).

Since shutdowns began in mid-March, tech and other white-collar workers with job security and access to cash and credit have been able to continue their home searches and take advantage of low mortgage interest rates. Struggling the most are those with low-income jobs in industries like service and hospitality—groups with a higher percentage of Blacks and other minorities—that had largely already been priced out of the housing market even before the economy stalled. Record unemployment for low-income jobs and a skyrocketing stock market only deepens the divide. Because of this inequality, the pain of the coronavirus recession is likely to be over relatively quickly for the economically privileged, even in areas where unemployment has soared.

“With record-low interest rates and relative job security in spite of the recession, higher-income homebuyers are already coming back into the housing market,” said Redfin lead economist Taylor Marr. “Because of this quick bounce back in homebuying demand, this recession is playing out very differently than the Great Recession, and we’re not seeing much impact on home prices so far.”

The Haves vs. the Have-Nots
The increase in demand from economically advantaged buyers over the past two months is an exacerbation of the inequality in the housing market over the past decade. The housing market has mostly been driven by white households with higher incomes—households less likely to have been severely affected economically by the coronavirus shutdowns. One way to see this is in the data from a May Federal Reserve employment survey, which shows that the unemployment rate for those at the top of the income spectrum ($100,000 and above) was 10%, less than half of the 21% rate among those at the bottom end who are making less than $60,000.

Income RangeShare of Labor ForceUnemployment Rate
Under $60,00034%21%
$50,000 to $99,99926%13%
$100,000 and above40%10%

In addition to the disparity in unemployment across income brackets, there is a large racial gap, which can be seen in the May unemployment data from the Bureau of Labor Statistics. The outsized impact of this recession on Black families is just the latest in a long string of inequities including segregation, redlining, and home lending discrimination that continue to impede their ability to build wealth. Even before the current surge in joblessness, the unemployment rate for Black families was three points higher than the rate for white families. Now that difference has doubled to six points.

RaceMay Unemployment Rate
Overall13.3%
non-Hispanic White10.7%
Black or African American16.8%
Asian15.0%
Hispanic17.2%

What’s Driving the Rebound in Homebuying Demand?
Homebuyer demand has been recovering in nearly every city, even those with the highest levels of unemployment. The strongest comeback has been in Detroit, where the April unemployment rate was nearly 25%.

“Homebuying demand came back in Detroit as soon as shelter-in-place restrictions were eased for real estate agents on May 7th,” said Redfin Detroit market manager Michael Garliauskas. Local Redfin agent Scott Goleniak agreed. “When this all started I truly thought it would shut down the real estate market, but that was far from what happened in Detroit.”

Detroit Redfin agent Tony Orlando added that “people who are still employed and confident in their continued employment still really want to buy. They know rates are at historic lows and they want to take advantage of it; they are not afraid to buy during these odd times. Buyer demand is insane here, and nearly every home is a multiple offer situation. Of about 12 offers I have written over the past 10 to 12 days at price points between $200,000 and $700,000, all but two were multiple offer situations. It is astonishing.”

Homebuyer Demand Recovery by Metro Area

Metro AreaChange in Redfin Homebuyer
Demand Index, Week of May 31
vs. Week of March 1
April Unemployment
Rate
Detroit, MI+58%24.4%
Seattle, WA+48%16.7%
San Francisco, CA+38%13.2%
Boston, MA+30%15.4%
Las Vegas, NV+25%33.5%
Miami, FL+24%13.2%
Riverside, CA+22%14.4%
San Diego, CA+21%15.0%
Tampa, FL+19%13.1%
Los Angeles, CA+19%18.8%
Atlanta, GA+12%12.7%
Denver, CO+10%12.1%
Houston, TX+9%14.2%
Minneapolis, MN+7%9.2%
St. Louis, MO+7%11.0%
New York, NY+4%15.1%
Chicago, IL+4%17.5%
Phoenix, AZ-0%12.3%
Washington, D.C.-1%9.9%
Dallas, TX-2%12.8%
Philadelphia, PA-2%14.5%

Cities such as Seattle and San Francisco that are flush with high-tech jobs and relatively lower unemployment rates are also seeing a strong recovery. Redfin’s homebuyer demand has bounced back to over 35% above its pre-coronavirus levels in both of these tech towns.

In New York, homebuying demand has not recovered as strongly as it has in other places, likely because it was one of the worst-hit places by COVID-19, which is leading to an increase in migration away from the city. Redfin agents in areas that are popular destinations for people looking to escape New York are already seeing signs of this shift.

“Old New York is looking in Connecticut,” said Connecticut Redfin agent Mike Dusiewicz. “It feels like no one wants to look in New York City anymore. They are moving out to Long Island, Connecticut, Hudson Valley and New Jersey. I’m working with a lot of buyers from New York who were planning to move to the suburbs in two to three years, but the pandemic has sped up the process for them.”

Most and Least-Impacted Industries
The industries experiencing the worst unemployment were mostly those with lower wages such as service, hospitality, and retail. People working at bars reported a 60.6% unemployment rate in April. Hotels saw 48.7% unemployment, and the unemployment rate at restaurants was 34.8%. Because of this, the local economies in metro areas like Las Vegas that have large concentrations of people who have been hit the hardest are likely to see more of a lasting impact from this recession.

In contrast, some of the best-paying industries have barely seen an increase in their unemployment rate. The banking industry had just a 2.9% unemployment rate in April, while securities (3.4%) and “computer systems design” (i.e. software developers), (4.2%) were also among the least-impacted industries. Meanwhile, tech stocks have been hitting new highs throughout the pandemic, further lining the pockets of their well-paid workforce, whose compensation often includes large stock grants. As a result, areas like San Francisco and Seattle are likely to see a return to overall economic expansion much sooner than cities like Las Vegas.

Even within a single market, the disparity between the haves and the have-nots is becoming very clear. In the midst of the pandemic, Phoenix-based Redfin agent Kelly Khalil has been working with a client from Chicago who is buying a second home. “They aren’t planning on retiring for two more years, but they want to buy their retirement home early to take advantage of what they feel is a low market,” explained Khalil. “On the other hand, there are parts of Phoenix that have been hit really hard due to the total shutdown of tourism. We’re seeing a lot of homes that were formerly rented on Airbnb hitting the market. I have one client who had three in the same neighborhood but has now begun to sell them because they can’t afford to pay four mortgages without the rental income.”

The great injustice of this recession is that it is likely to have deeper and longer-lasting impacts on the people who were already struggling. Those who were well-off and have maintained job security throughout the worst of the shutdowns are already practically back to business-as-usual, which is leading to a rapid recovery in homebuying demand.

To read the full report, please visit: https://www.redfin.com/blog/2020-recession-impact-housing-market.

About Redfin
Redfin (www.redfin.com) is a technology-powered residential real estate company, including brokerage, iBuying, mortgage, and title services. Founded by software engineers, we run the country’s #1 most-visited brokerage website and offer a host of online tools to consumers, including the Redfin Estimate. We represent people buying and selling homes in over 90 markets in the United States and Canada. In a commission-driven industry, our mission is to redefine real estate in the consumer’s favor.. We do this by pairing our own agents with our own technology to create a service that is faster, better, and costs less. Since our launch in 2006, we have helped customers buy or sell more than 235,000 homes worth more than $115 billion.

For more information or to contact a local Redfin real estate agent, visit www.redfin.com. To learn about housing market trends and download data, visit the Redfin Data Center. To be added to Redfin’s press release distribution list, email press@redfin.com. To view Redfin’s press center, click here.

SOURCE Redfin