windermere real estate will dominate palm springs in 2010

Owning 2010 --And Beyond!

Today’s Agenda• The competitive landscape for agents.

– Too many agents chasing too few deals.• Your firm’s competitive landscape.

– Market share strengths.– Competitor vulnerabilities.– Destination: Windermere! Recruiting successes that

have grown your firm.• Listing strategies for maximum success in 2010.

– Markets deserving your focus.– Review of talking points & Q and A.

About Real Data Strategies, Inc.

• The nation's leading analysts of Multiple Listing Service data:– 18 year history in objective, factual service to

leading (and competing) real estate brands, firms and agents.

– Considered the “JD Power” of real estate.– Primary source of statistical analysis and

market commentary to The Desert Sun.– Leading provider of MLS data-based

consulting and analysis services in the US.

Your Competitive Landscape

Percent of Licenses ActiveIn Desert Area Multiple Listing ServiceJanuary 1, 2009 through December 31, 2009

Based on data supplied by Desert Area Multiple Listing Service and its member Association(s) of REALTORS, who are not responsible for its accuracy. Analysis dates are January 1, 2009 through December 31, 2009. Does not reflect all activity in the marketplace.

Copyright © 2010, Real Data Strategies, Inc. All rights reserved.

Active / 2,358 73.2%

Inactive / 864 26.8%

Total Closed Volume by Active AgentsIn Desert Area Multiple Listing ServiceJanuary 1, 2009 through December 31, 2009

1% 5%10%

25%

12%

34%

48%

71%

89%

50%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

Percent of Active Agents Percent of Volume

These cumulative results do not include buyers represented in agent-level double-end transactions, which are not verifiable.



Total Closed Volume by Active AgentsIn Desert Area Multiple Listing ServiceJanuary 1, 2009 through December 31, 2009

$22.2$12.4

$7.9$5.4

$3.7$2.8

$2.2$1.3

$0.6$0.2$0.0

$0.00 $5.00 $10.00 $15.00 $20.00 $25.00

Top 24 ( 1% ) of Active / $262K ASPNext 47 ( 2% ) of Active / $289K ASPNext 47 ( 2% ) of Active / $303K ASP

Next 118 ( 5% ) of Active / $288K ASPNext 118 ( 5% ) of Active / $291K ASPNext 118 ( 5% ) of Active / $289K ASPNext 118 ( 5% ) of Active / $236K ASP

Next 589 ( 25% ) of Active / $231K ASPNext 590 ( 25% ) of Active / $221K ASPNext 589 ( 25% ) of Active / $154K ASP

Next 864 Agents

These results show the production cultures of agents based on their rankings. Note the large pro-duction differences between top producers and those in the bottom 50% of active agents.



What FirmIs The Clear

Destination for Career RE

Professionals?

Count of Active Agents in Top 1%of Total Sides Units ClosedIn Desert Area Multiple Listing ServiceJanuary 1, 2009 through December 31, 2009

5

2

2

1

0 2 4 6

WINDERMERE REAL ESTATE

RE/MAX REAL ESTATE CONSULTANTS

COLDWELL BANKER RES/NRT

18 OTHER COMPANIES (EACH)



We Are Careful About

Buyer Agency Results!

Consider These NAR Stats…

“Double End Suspect” Agents WithHigh Dual Agency Transaction Count

In Desert Area Multiple Listing ServiceJanuary 1, 2009 through December 31, 2009

120

28

22

20

18

17

17

64

21

13

12

18

10

9

0 35 70 105 140

SANIN, EDDIE - 53%

LAMBROSE, KAREN - 75%

CARTER-KENZY & ASSOC. - 59%

MEUSE, BRIAN P - 60%

DUNCAN, MICHAEL - 100%

ROSE, SHARON - 59%

MARTINEZ, JESUS - 53%



Our Advice:Do NOT trust

unverifiable MLS data without asking questions,

ORhaving your ownactual knowledge

of reported results!

Our Conclusion:While not ALL dual agency

business in the MLS is reported incorrectly,

enough IS that we do not want offenders to benefit

from erroneous data.

Our Solution:We report agent-level buyer

transactions as either“Co-Op” or “Double End.”

We report Total Sides transactions as

“Minimum” or “Maximum.”

RDS Accuracy Processes

• Every transaction is viewed by human eyes.

• Eliminate all duplicates.

• Correct bad list & sale prices.

• Correct bad property geography.

• Keen awareness of buyer agency data discrepancies and reporting strategies.

Windermere Footprint

Sellers Represented by Windermere Real Estate

By Property Location in Desert Area MLSJanuary 1, 2009 through December 31, 2009

181172

168135134

127109

10482

59

0 50 100 150 200

RANCHO MIRAGE / 92270DESERT HOT SPRINGS / 92240

LA QUINTA / 92253PALM DESERT / 92211

PALM SPRINGS / 92262CATHEDRAL CITY / 92234

PALM DESERT / 92260PALM SPRINGS / 92264

INDIO / 92201COACHELLA / 92236



The one market on this chart in which Windermere does not lead!

Sellers Represented by Windermere Real Estate

By Property Location in Desert Area MLSJanuary 1, 2009 through December 31, 2009

5037

231717

1614

119

8

0 11 22 33 44 55

INDIO / 92203INDIAN WELLS / 92210

YUCCA VALLEY / 92284BERMUDA DUNES / 92203

BEAUMONT / 92223SALTON CITY / 92275

BANNING / 92220THOUSAND PALMS / 92276

JOSHUA TREE / 92252DESERT HOT SPRINGS / 92241



Market Share

Sellers Represented byLeading Real Estate Firms

In Desert Area MLSJanuary 1, 2009 through December 31, 2009

1,542

974

573

448

435

351

267

0 450 900 1,350 1,800




TARBELL REALTORS

KW - LA QUINTA / 92253

ROSENTHAL & ASSOCIATES

REALTY EXEC - PALM SPRINGS / 92262



Sellers Represented byLeading Real Estate Firms


$512

$281

$132

$96

$87

$66

$59

$0 $150 $300 $450 $600




TARBELL REALTORS


PRU CA / HAMPTON

ROSENTHAL & ASSOCIATES Millions



Average Closed Listing Price of Leading Real Estate Firms


$332

$325

$289

$230

$215

$200

$168

$0 $100 $200 $300 $400


PRU CA / HAMPTON



TARBELL REALTORS


ROSENTHAL & ASSOCIATES Thousands



Rancho Mirage / 92270 Sellers Represented by Leading Firms


181

67

27

25

14

12

11

0 50 100 150 200



TARBELL REALTORS



KW - RANCHO MIRAGE / 92270

DESERT GATE REAL ESTATE



Rancho Mirage / 92270 Sellers Represented by Leading Firms


$120.9

$36.1

$18.2

$11.9

$7.3

$7.1

$5.5

$0.0 $30.0 $60.0 $90.0 $120.0 $150.0




TARBELL REALTORS



GMAC PACIFIC UNION Millions



Desert Hot Springs / 92240 Sellers Represented by Leading Firms


172

82

75

62

50

41

37

0 50 100 150 200





TARBELL REALTORS





Desert Hot Springs / 92240 Sellers Represented by Leading Firms


$15.8

$6.7

$6.4

$5.1

$4.8

$4.2

$3.4

$0.0 $5.0 $10.0 $15.0 $20.0






TARBELL REALTORS




La Quinta / 92253 Sellers Represented by Leading Firms


170

165

84

61

32

30

30

0 50 100 150 200



CALIFORNIA LIFESTYLE REALTY


LA QUINTA PALMS


TARBELL REALTORS



La Quinta / 92253 Sellers Represented by Leading Firms


$95.1

$70.0

$49.7

$20.6

$18.6

$17.8

$12.4

$0.0 $30.0 $60.0 $90.0 $120.0



CALIFORNIA LIFESTYLE REALTY

RANCHO LA QUINTA PROPERTIES


HIDEAWAY PROPERTIES CORPORATION

TRADITION PROPERTIES - ONSITE SALES Millions



Palm Desert / 92211 Sellers Represented by Leading Firms


135

121

56

37

24

23

17

0 50 100 150



TARBELL REALTORS


CARTER-KENZY & ASSOCIATES







$51.0

$41.5

$18.5

$11.2

$11.0

$5.3

$3.8

$0.0 $15.0 $30.0 $45.0 $60.0



TARBELL REALTORS


CARTER-KENZY & ASSOC.


DR HORTON Millions



Palm Springs / 92262 Sellers Represented by Leading Firms


134

62

61

60

38

32

30

0 50 100 150




PRU CA / HAMPTON


GMAC PACIFIC UNION






$40.4

$26.4

$16.9

$14.9

$12.7

$11.0

$6.1

$0.0 $10.0 $20.0 $30.0 $40.0 $50.0


PRU CA / HAMPTON


GMAC PACIFIC UNION



SCOTT LYLE REALTORS Millions



Cathedral City / 92234 Sellers Represented by Leading Firms


127

76

73

55

40

38

31

0 50 100 150







TARBELL REALTORS



Cathedral City / 92234 Sellers Represented by Leading Firms


$25.2

$12.7

$12.2

$10.3

$8.4

$6.4

$5.1

$0.0 $7.5 $15.0 $22.5 $30.0







TARBELL REALTORS Millions





109

53

47

23

23

21

18

0 25 50 75 100 125




TARBELL REALTORS


FORD PROPERTIES






$39.3

$35.1

$21.1

$12.9

$10.7

$6.2

$5.4

$0.0 $12.0 $24.0 $36.0 $48.0


BIGHORN PROPERTIES



FORD PROPERTIES

TARBELL REALTORS






104

62

53

35

22

20

20

0 30 60 90 120




PRU CA / HAMPTON

GMAC PACIFIC UNION

TARBELL REALTORS






$33.5

$20.3

$19.9

$16.4

$7.9

$7.6

$6.0

$0.0 $10.0 $20.0 $30.0 $40.0




PRU CA / HAMPTON

SCOTT LYLE REALTORS

GMAC PACIFIC UNION

WESTERN GROUP Millions



Indio / 92201 Sellers Represented by Leading Firms


95

91

82

63

54

31

29

0 30 60 90 120






TARBELL REALTORS

LA QUINTA PALMS





$16.3

$14.3

$13.8

$8.8

$7.2

$6.1

$5.7

$0.0 $5.0 $10.0 $15.0 $20.0






TARBELL REALTORS

KW - RANCHO MIRAGE / 92270 Millions



Coachella / 92236 Sellers Represented by Leading Firms


59

58

39

39

39

33

23

0 17 34 51 68



LA QUINTA PALMS




DIVERSIFIED REALTY GROUP



Coachella / 92236 Sellers Represented by Leading Firms


$8.5

$7.5

$5.6

$5.2

$5.1

$4.1

$3.1

$0.0 $2.5 $5.0 $7.5 $10.0



LA QUINTA PALMS




THE DUNCAN GROUP Millions





51

50

42

38

37

35

30

0 15 30 45 60




DR HORTON

TARBELL REALTORS


REALTY EXEC - LA QUINTA / 92253





$11.8

$11.4

$10.2

$9.0

$8.4

$6.9

$5.3

$0.0 $3.5 $7.0 $10.5 $14.0



TARBELL REALTORS


DR HORTON


REALTY EXEC - LA QUINTA / 92253 Millions



Indian Wells / 92210 Sellers Represented by Leading Firms


37

24

14

11

6

6

6

0 10 20 30 40



INDIAN WELLS REAL ESTATE ASSOCIATES


TOSCANA HOMES

GRAND LUXURY PROPERTIES

DESERT GATE REAL ESTATE



Indian Wells / 92210 Sellers Represented by Leading Firms


$26.8

$12.4

$8.7

$8.4

$7.1

$5.5

$5.5

$0.0 $8.0 $16.0 $24.0 $32.0



TOSCANA HOMES

INDIAN WELLS REAL ESTATE ASSOCIATES

VINTAGE CLUB SALES


GRAND LUXURY PROPERTIES Millions



Yucca Valley / 92284 Sellers Represented by Leading Firms


23

22

21

15

14

13

13

0 7 14 21 28


C-21 LOIS LAUER REALTY

SELECT REALTY SERVICES

EB INVESTMENTS

CARO, CRAIG & CO

COLDWELL BANKER ROADRUNNER REALTY

TARBELL REALTORS



Yucca Valley / 92284 Sellers Represented by Leading Firms


$3.4

$3.0

$2.3

$1.8

$1.8

$1.7

$1.4

$0.0 $1.0 $2.0 $3.0 $4.0



COLDWELL BANKER ROADRUNNER REALTY

TARBELL REALTORS

XALIS REALTY

SELECT REALTY SERVICES

EB INVESTMENTS Millions



Bermuda Dunes / 92203 Sellers Represented by Leading Firms


17

16

10

7

6

5

4

0 5 10 15 20





TARBELL REALTORS

DESERT HOMES & ESTATES

REALTY EXEC - LA QUINTA / 92253



Bermuda Dunes / 92203 Sellers Represented by Leading Firms


$6.2

$5.3

$2.7

$2.2

$1.3

$1.2

$0.9

$0.0 $1.8 $3.5 $5.3 $7.0




TARBELL REALTORS


DIVERSIFIED REALTY GROUP

DESERT HOMES & ESTATES Millions



Beaumont / 92223 Sellers Represented by Leading Firms


17

3

3

2

2

0 5 10 15 20


FIRST TEAM REAL ESTATE

TARBELL REALTORS

ST JAMES PROPERTIES




Beaumont / 92223 Sellers Represented by Leading Firms


$3.6

$0.7

$0.5

$0.4

$0.3

$0.0 $1.0 $2.0 $3.0 $4.0



ST JAMES PROPERTIES


TARBELL REALTORS Millions



Banning / 92220 Sellers Represented by Leading Firms


14

7

5

4

4

2

0 4 8 12 16


TARBELL REALTORS



FIRST CHOICE REALTY & PROP. MGMT.

CLASSIC HOMES



Banning / 92220 Sellers Represented by Leading Firms


$1.6

$0.7

$0.4

$0.4

$0.3

$0.3

$0.0 $0.5 $0.9 $1.4 $1.8


TARBELL REALTORS



IDYLLWILD REALTY

FIRST CHOICE REALTY & PROP. MGMT. Millions



Thousand Palms / 92276 Sellers Represented by Leading Firms


16

11

6

5

4

4

4

0 5 10 15 20




TARBELL REALTORS






Thousand Palms / 92276 Sellers Represented by Leading Firms


$2.0

$1.3

$0.6

$0.6

$0.5

$0.5

$0.5

$0.0 $0.6 $1.2 $1.8 $2.4




TARBELL REALTORS


SUN QUEST REAL ESTATE

DEL GAGNON Millions



ManagementMetrics

About Our Management Metrics

• They tell you about the characteristics of organizations that drive market share:– Count of agents. All, or meeting a

minimum standard of closed production.

– Agent migration. Tracks movement of producing agents from one organization to another.

Count of Affiliated Agents With Largest Real Estate Firms

In Desert Area MLSOn MLS Roster on January 11, 2010

652

285

247

159

109

108

83

64

60

0 180 360 540 720



TARBELL REALTORS




HK LANE REAL ESTATE

PRU CA / HAMPTON




Count of New Agents Recruited Into Desert Area MLS

By Member Firm AffiliationNew Members In Q4 / 2009

27

11

10

9

5

4

4

0 5 10 15 20 25 30




TARBELL REALTORS



MARYELLEN HILL ASSOCIATES



Source & Count of Producing Agents Joining Windermere RE

In Desert Area MLSWith Production January 1, 2009 through December 31, 2009

443535

1414

555

33

21

0 12 24 36 48

SOTHEBYS DYSON & DYSONPRU CA / PICKFORD

COLDWELL BANKER RES/NRTTARBELL REALTORS

FIRST TEAM REAL ESTATEC-21 LOIS LAUER REALTY

PRU CA / HAMPTONRE/MAX REAL ESTATE CONSULTANTS

ZEPHYR REAL ESTATECALIFORNIA LIFESTYLE REALTY

3 Others (Each)16 Others (Each)



Listing Strategies for 2010

Listing Volume Closed Agent Competition in Property Markets


$1.3

$1.2

$1.1

$0.8

$0.8

$0.7

$0.6

$0.0 $0.4 $0.8 $1.2 $1.6

LA QUINTA / 92253 - 405 Active Agents

RANCHO MIRAGE / 92270 - 248 Active Agents

INDIAN WELLS / 92210 - 92 Active Agents

PALM DESERT / 92211 - 274 Active Agents

PALM DESERT / 92260 - 262 Active Agents

PALM SPRINGS / 92262 - 313 Active Agents

INDIO / 92203 - 215 Active AgentsMillions





$0.6

$0.6

$0.6

$0.5

$0.5

$0.4

$0.4

$0.0 $0.2 $0.4 $0.5 $0.7

BLYTHE / 92225 - 13 Active Agents

PALM SPRINGS / 92264 - 286 Active Agents

CATHEDRAL CITY / 92234 - 271 Active Agents

INDIO / 92201 - 274 Active Agents

COACHELLA / 92236 - 155 Active Agents

YUCCA VALLEY / 92284 - 62 Active Agents

BERMUDA DUNES / 92203 - 67 Active AgentsMillions





$0.4

$0.3

$0.3

$0.2

$0.2

$0.2

$0.1

$0.0 $0.1 $0.3 $0.4 $0.5

DESERT HOT SPRINGS / 92240 - 249 Active Agents

SALTON CITY / 92275 - 49 Active Agents

TWENTYNINE PALMS / 92277 - 25 Active Agents

JOSHUA TREE / 92252 - 35 Active Agents

THOUSAND PALMS / 92276 - 68 Active Agents

THERMAL / 92274 - 61 Active Agents

DESERT HOT SPRINGS / 92241 - 59 Active AgentsMillions

