Luxury Home Marketing：2020年9月豪宅市場報告（英文版）（19頁）.pdf

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1、LUXURY MARKET REPORT - September 2020 - www.LuxuryHomeM Copyright 2020 Institute for Luxury Home Marketing | | 214.485.3000 The Luxury Market Report is a monthly analysis provided by The Institute for Luxury Home Marketing. Luxury benchmark prices are determined by The Institute. This active and sol

2、d data has been compiled by various sources, including local MLS boards, local tax records and R. Data is deemed reliable to the best of our knowledge, but is not guaranteed. MAP OF LUXURY RESIDENTIAL MARKETS THIS IS YOUR LUXURY MARKET REPORT W elcome to the Luxury Market Report, your guide to luxur

3、y real estate market data and trends for North America. Produced monthly by The Institute for Luxury Home Marketing, this report provides an in-depth look at the top residential markets across the United States and Canada. Within the individual markets, you will find established luxury benchmark pri

4、ces and detailed survey of luxury active and sold properties designed to showcase current market status and recent trends. The national report illustrates a compilation of the top North American markets to review overall standards and trends. REPORT GLOSSARY The Institute for Luxury Home Marketing h

5、as analyzed a number of metrics including sales prices, sales volumes, number of sales, sales-price-to-list-price ratios, days on market and price-per-square-foot to provide you a comprehensive North American Luxury Market report. Additionally, we have further examined all of the individual luxury m

6、arkets to provide both an overview and an in-depth analysis - including, where data is sufficient, a breakdown by luxury single-family homes and luxury attached homes. It is our intention to include additional luxury markets on a continual basis. If your market is not featured, please contact us so

7、we can implement the necessary qualification process. More in-depth reports on the luxury communities in your market are available as well. Looking through this report, you will notice three distinct market statuses, Buyers Market, Sellers Market, and Balanced Market. A Buyers Market indicates that

8、buyers have greater control over the price point. This market type is demonstrated by a substantial number of homes on the market and few sales, suggesting demand for residential properties is slow for that market and/or price point. By contrast, a Sellers Market gives sellers greater control over t

9、he price point. Typically, this means there are few homes on the market and a generous demand, causing competition between buyers who ultimately drive sales prices higher. A Balanced Market indicates that neither the buyers nor the sellers control the price point at which that property will sell and

10、 that there is neither a glut nor a lack of inventory. Typically, this type of market sees a stabilization of both the list and sold price, the length of time the property is on the market as well as the expectancy amongst homeowners in their respective communities so long as their home is priced in

11、 accordance with the current market value. REMAINING INVENTORY: The total number of homes available at the close of a month. DAYS ON MARKET: Measures the number of days a home is available on the market before a purchase offer is accepted. LUXURY BENCHMARK PRICE: The price point that marks the trans

12、ition from traditional homes to luxury homes. NEW LISTINGS: The number of homes that entered the market during the current month. PRICE PER SQUARE FOOT: Measures the dollar amount of the homes price for an individual square foot. SALES RATIO: Sales Ratio defines market speed and determines whether t

13、he market currently favors buyers or sellers. Buyers Market = up to 14%; Balanced Market = 15 to 20%; Sellers Market = 21% plus. If 100%, sales from previous month exceed current inventory. SP/LP RATIO: The Sales Price/List Price Ratio compares the value of the sold price to the value of the list pr

14、ice. LUXURY REPORT EXPLAINED “One year later, and the not only have we seen a major swing in demand for these larger properties, but also a significant change in the preferences and lifestyle requirements of the affluent. COVID-19 has had a major impact on everyones lives, not just in terms of its p

15、otential health concerns, but from restrictions in the way we travel, socialize and work, to where and the types of homes in which we live.” The Changing Face of Luxury Exactly one year ago, we reported that demand for large properties, mega mansions, private estates, and luxury ranches had reduced

16、significantly over the previous few years; especially from the younger generation of luxury property buyers. The demand shift was not so much about price, but rather the result of the affluent changing their lifestyle preferences and assessing the value they could obtain for their money. These large

17、r properties were viewed as too labor-intensive and expensive to run and manage. Last year, many home purchase decisions were based on the experience and amenities that a property could afford its owner. From condos to private homes, the inclusive requirement of community, resort-style amenities wer

18、e very much in vogue - including services such as concierge, wellness facilities, housekeeping, spa amenities, and walking proximity to nightlife. Equally, there was a growing trend for the wealthy to diversify and purchase not one, but several smaller residences in various locations, nationally and

19、 globally, to further enhance their need for unparalleled lifestyle experiences. This also explains why luxury buyers were downsizing and prioritizing quality over space. One year later, and the not only have we seen a major swing in demand for these larger properties, but also a significant change

20、in the preferences and lifestyle requirements of the affluent. COVID-19 has had a major impact on everyones lives, not just in terms of its potential health concerns, but from restrictions in the way we travel, socialize and work, to where and the types of homes in which we live. The pandemics effec

21、t on the luxury real estate market has been contrary to all initial predictions of an impending global recession. Even during the first couple of months, when the industry paused, overall there was very little impact on the value of properties. In fact, the last 6 months has seen a resurgence in buy

22、ing luxury properties especially if they offer established indoor and outdoor spaces, home offices, and private wellness amenities such as gyms, swimming pools, yoga studios, and recreation rooms. NORTH AMERICAN LUXURY REVIEW Our report indicates that the median sale price for luxury homes rose 2.9%

23、 year over year during the last three months, June August 2020. In a recent report by Redfin they believe that luxury real estate prices may continue to strengthen further into the third quarter, as the affluent continue to see large investment returns from the currently strong stock market. Coupled

24、 with the low interest rates, the policies granting (and insisting) on working form home implemented by many employers, and the concerns of the pandemic, all translate to the affluent increasingly leaving trading in their city lifestyle for a home that has it all. According to Redfin, New York, NY,

25、and San Francisco, CA were the top two metros with the most people looking to leave for another metro in the second quarter of 2020, while places including Phoenix, AZ and Miami, FL were among the most popular destinations. Equally popular are less urban areas; with many escaping to the countryside,

26、 lake country, mountain resorts and beach communities. Previously, many of these destinations were considered to be second home markets, but now for many they have become their primary residence. These second home markets span the gamut with new communities such as Truckee, CA and Coeur dAlene, ID s

27、eeing an upsurge in new buyers and existing luxury destinations such as Vail and Aspen in Colorado, The Hamptons, NY and Boca Raton, FL seeing current homeowners deciding to relocate indefinitely. A term seeing traction in the journalist community is “Zoom towns” which describes markets that are boo

28、ming due to these homeowners being able to work remotely. Many of the new Zoom towns are seeing an increase in popularity. Not only do they offer the space, privacy, and outdoor lifestyle that these affluent buyers now crave, but also properties with lower price points; in other words, value for mon

29、ey that simply cannot be matched by buyers looking in major metropolitan cities. As affluent millennials are starting to consider the prospect of buying a home, especially those in their 30s who are still employed, the pandemic has focused their preferences from purchasing in hip urban districts in

30、expensive cities to looking at more affordable suburban or less expensive rural communities. Redfins recent report shows more home searches and higher price increases in both these housing markets. According to Wealth-X, in the 15 years prior to 2020 the worlds wealthy has grown in size continuously

31、 with the number of global millionaires (those with $1m+ in net worth) doubling to more than 25 million. As wealth has grown, so too has the world of luxury and its accessibility. Bain & Companys research shows that the wealth of the affluent as expanded from 147bn in 2005 to 1.3trn in 2019.1 In tur

32、n, this has led to an increase in the number of services and products being offered to this more diverse range of consumers. Similar to the real estate market, the luxury industry in general was also halted by the pandemic initially, but differs in so much that many of its players are still facing l

33、arge challenges, and now having to transform their methods of delivery in order to meet demands. As Wealth-X explains in their “Wealth-X Global Luxury Outlook 2020 Report,” the wealthy have continued to spend on luxury during 2020 although differently, so innovative suppliers have been finding ways

34、to offer their services directly into the home. “Restaurants are offering dine-at-home options and companies are providing home delivery of ingredients for the wealthys private chefs to use. Real estate agents are seeing demand spiral for high-end properties that are closer to nature and offer secur

35、ity and safety. Auction houses have pivoted towards online auctions and are reporting robust demand.2 Interest has grown in securing additional passports for, or residency of, countries considered more secure. Meanwhile, the private jet market has not been nearly as badly hit as the commercial airli

36、ne industry. Private aviation started picking up towards the middle of the year, attracting new types of customers seeking to reduce the number of touchpoints that could be contaminated with the virus. In the process of adjusting to this new normal, the wealthys preferences and demands are altering

37、in ways that will influence on the luxury industry for many years to come.” Wealth-X has identified three key preference changes in the way the affluent are spending their wealth. Digital shopping for luxury goods has grown beyond expectations as the affluent have become more accustomed to this medi

38、um. Reports show that luxury providers are not only expanding but enhancing their digital footprint and its felt that this trend is likely to continue. The pandemic has prompted the wealthy to ensure that their family are safe and healthy as such there has been an upsurge in the purchase of intangib

39、le assets. This demand includes a wellness aspect as the affluent have recognized the need for a healthy balance that supports their holistic well-being as well safety requirement for their family. Finally, there has been an increase of private luxury, with many services being delivered to ensure th

40、at these wealthy are able enjoy them at home or on their estates. The changing face of the real estate industry now fully recognizes the importance of including amenities that address the physical, social, and mental/emotional/spiritual dimensions of its residents. 1 Source: Bain & Company (includes

41、 personal luxury goods, luxury cars, luxury hospitality, fine wines and spirits, gourmet food and fine dining, high-end furniture and housewares, fine art, private jets, yachts and luxury cruises). 2 Source: Financial Times 13-MONTH MARKET TRENDS Single-Family Homes Attached Homes Single-Family List

42、 Price Attached List Price DAYS ON MARKETSALES PRICE VS. LIST PRICE All data is based off median values. Median prices represent properties priced above respective city benchmark prices. FOR THE LUXURY NORTH AMERICAN MARKET 56 51 59 53 63 74 62 43 32 3839 35 33 42 47 49 41 45 53 55 43 30 40 35 33 27

43、 0 20 40 60 80 AUGSEPOCTNOVDECJANFEBMARAPRMAYJUNJULAUG PRICE PER SQUARE FOOT $502 $452 $486 $483 $466 $455 $478 $486 $481 $462 $478 $507 $484 $337 $357 $369 $356 $375 $372 $368 $354 $343 $355 $347 $381 $362 $0 $100 $200 $300 $400 $500 $600 AUGSEPOCTNOVDECJANFEBMARAPRMAYJUNJULAUG $0 $250,000 $500,000

44、 $750,000 $1,000,000 $1,250,000 $1,500,000 $1,750,000 $2,000,000 AUGSEPOCTNOVDECJANFEBMARAPRMAYJUNJULAUG LUXURY MONTHLY MARKET REVIEW Official Market Type: Sellers Market with a 33.08% Sales Ratio.1 Homes are selling for an average of 97.79% of list price. The median luxury threshold2 price is $940,

45、000, and the median luxury home sales price is $1,350,000. Markets with the Highest Median Sales Price: LA Beach Cities ($3,663,125), Vail ($3,500,000), San Francisco ($3,300,000), and Vancouver ($3,285,000). Markets with the Highest Sales Ratio: East Bay (137%), Sacramento (101%), Denver (77%) and

46、Seattle (76%). 1Sales Ratio defines market speed and market type: Buyers = 15.5 to = 20.5% plus. If 100%, sales from previous month exceeds current inventory. 2The luxury threshold price is set by The Institute for Luxury Home Marketing. SINGLE-FAMILY HOMES MARKET SUMMARY | AUGUST 2020 New ListingsT

47、otal SoldDays on MarketSales RatioMed. Sale Price 791375 $15,500 21.83% SINGLE-FAMILY HOMES Median List Price$1,662,500$1,688,000 Median Sale Price$1,334,500$1,350,000 Median SP/LP Ratio97.52%97.79% Total Sales Ratio31.25%33.08% Median Price per Sq. Ft. $381$362 Total Inventory 45,54344,148 New List

48、ings14,17813,387 Total Sold 14,23014,605 Median Days on Market3533 Average Home Size3,5593,545 AugustJulyAugustJuly A Review of Key Market Differences Month Over Month July 2020 | August 2020 Median prices represent properties priced above respective city benchmark prices. ATTACHED HOMES New Listing

49、sTotal SoldSales RatioMed. Sale Price 4131240.71% ATTACHED HOMES MARKET SUMMARY | AUGUST 2020 Official Market Type: Balanced Market with a 19.19% Sales Ratio.1 Attached homes are selling for an average of 98.23% of list price. The median luxury threshold2 price is $700,000, and the median attached luxury sale price is $880,00