2015 CALIFORNIA HOME BUYERS SURVEY

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1 CALIFORNIA HOME BUYERS SURVEY

2 2 Survey Methodology 700 telephone interviews and 567 online surveys conducted in February April 2015 Respondents are home buyers who purchased a home Feb Feb Maximum sampling error: ±4.1% at a 95% confidence level. (Subsets of the total sample will have a higher sampling error.)

3 THE BUYING EXPERIENCE 3

4 4 Residence Location Other CA 32% SoCal 54% NorCal 14% Q. County of most recent home purchase?

5 5 Geographical Distribution of Purchases 70% SoCal NorCal Other CA 60% 50% 40% 30% 20% 10% 0% Q. County of most recent home purchase?

6 6 Distressed SalesContinue Decline Regular/Equity REO/Bank Owned Short 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q. Was the home you recently bought a Regular Sale, REO/Bank Owned Property, Short Sale, or another type of sale?

7 7 Most Purchases are Single Family Homes Condo/townhou se 13% Single family 87% Q. Was the home?

8 8 Vacation/2 nd Home Purchases Increase Primary residence Investment Vacation/2nd home 100% 80% 2% 1% 1% 4% 1% 2% 2% 1% 7% 4% 4% 3% 60% 40% 94% 98% 98% 91% 95% 92% 20% 0% Q What was the intended use of the property?

9 9 Majority of Homes Listed > $400k $1,000k+ 7.3% $750- $999k 4.2% $ k 16% $400- $499k $300- $399k $200- $299k 14% 19% 21% <$199k 18% 0% 5% 10% 15% 20% 25% Q. What was the price of the home you purchased?

10 10 Listing Price Declines 7.9%YTY Median $400,000 $355,000 $380,000 $350,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $ Q. What was the initial listing price of the home you purchased?

11 Majority of Homes Sold for More than $300k 11 $1,000k+ $750- $999k 4.7% 5.9% $ k 16% $400- $499k $300- $399k $200- $299k 14% 19% 21% <$199k 20% 0% 5% 10% 15% 20% 25% Q. What was the price of the home you purchased?

12 12 Median Sale Price Declines 6.7%YTY $500,000 $450,000 $400,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $0 $375,000 $350,000 Q. What was the price of the home you purchased?

13 13 Sale/Listing Prices Equal $350,000 Median $350,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $0 Listing Purchase Q. What was the price of the home you purchased?

14 14 Listing vs. Sale PriceConverge $500,000 $450,000 $400,000 $350,000 $300,000 $250,000 $200,000 $150,000 $100,000 $50,000 $0 Median Price Sale Listing Q. What was the initial listing price of the home you purchased? Q. What was the price of the home you purchased?

15 15 Many Listing > Purchase Prices 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 28% 36% 45% 4% 28% 5% 60% 49% 44% Listing < Purchase Listing = Purchase Listing > Purchase Q. What was the initial listing price of the home you purchased? Q. What was the price of the home you purchased?

16 16 Many Homes are in the Suburbs Suburban 40% Urban 34% Within walking distance of shopping/restaurants/entertainment Within walking distance of supermarket Close to public transportation 28% 26% 26% Rural 15% 0% 10% 20% 30% 40% 50% Q. Please describe the location of the home. Select all that apply.

17 Repeat Buyers Prefer Suburbs, First-time Buyers PreferUrban Location 17 Repeat buyers First-time buyers Suburban 35% 44% Urban Within walking distance of shopping/restaurants/entertainment 29% 29% 26% 41% Within walking distance of supermarket 23% 28% Close to public transportation 27% 24% Rural 12% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Q. Please describe the location of the home. Select all that apply.

18 Nearly 1/2 BuyersWere Previous Home Owners 18 Rented 39% Owned 47% Lived with Parents 12% Other 2% Q. What was the living arrangement immediately before your recent home purchase?

19 19 More Buyers Previously Lived with Parents Owned Rented Lived w/parents Other 100% 3% 2% 7% 90% 6% 12% 80% 40% 70% 48% 38% 54% 39% 60% 50% 40% 30% 59% 49% 50% 47% 20% 38% 10% 0% Q. What was the living arrangement immediately before your recent home purchase?

20 Buyers Spending LessTime Considering Purchase Before ContactingAgent Average Weeks Q. How many weeks did you consider buying a home before contacting a real estate agent? (Asked if agent was used)

21 Buyers Spending LessTime Investigating Homes & Neighborhoods BeforeContactingAgent Average Weeks Weeks Q. How many weeks did you spend investigating homes and neighborhoods before contacting a real estate agent?

22 22 The Home Search is Longer than It s Ever Been Average Weeks Q. Once you found your agent, about how many weeks did you spend looking for a home with your agent? (Asked if agent was used)

23 23 Decrease in HomesViewed ReflectsTight Inventory Median Q. How many different homes did you preview and visit with your agent prior to making a purchase?

24 24 Buyers Made FewerOffers on Other Homes Average Q. How many offers did you make on other homes?

25 25 Top 5 Reasons for Buying Tired of renting 15% To have a place to live 14% Desired larger home 12% Changed jobs/relocated Desired better/other location Q. What were your main reasons for buying your home? 11% 8.4%

26 26 Repeat Buyers Purchased Mainly for JobChange First-time BuyersWere Tired of Renting Repeat buyers First-time buyers Changed jobs/relocated 15% 5.4% 12% 11.4% 11% Desired larger home Desired better/other location 4.0% To have a place to live 10% Tired of renting 9.9% Desired smaller home 2.6% 21% 7.8% 7.6% 6.2% 2.0% 5.2% 4.5% 11% 3.4% 9.8% 1.4% 2.6% 0.5% 1.2% Investment/tax advantages Desired different home features Change in family status Affordable price Favorable financing Flip for profit 0% Q. What were your main reasons for buying your home? 19% 5% 10% 15% 20% 25%

27 27 Buyers Didn t Purchase Sooner Because No real buying urgency 22% Waited until finances improved 21% Not many good housing options 13% Waited to see when prices would stabilize 13% Needed to save for down payment 12% Needed to sell current home Difficulty qualifying for mortgage Q. Why didn t you buy a home sooner? 8% 5%

28 28 Repeat Buyers Didn t PurchaseSooner Because they Didn t Need To, First-time Buyers Needed tosave for Down Payment Repeat buyers No need First-time buyers 10% 2.3% 9.4% No real buying urgency Waited to see when prices would stabilize 8.1% Couldn't afford 8.1% Waited until finances improved Needed to save for down payment 14% 18% 12% 5.4% 3.3% 18% 24% Q. Why didn t you buy a home sooner?

29 29 Most Buyers Feel their Home isworth the Price Paid No, price too high 14% No, price too low 1.4% Yes 85% Q. Do you feel the home you purchased is worth the price you paid?

30 30 Majority of Buyers Found Home throughagent Agent 55% 18% Website For sale sign 11% Open house 8.5% 0% Q. How did you find the home you purchased? 20% 40% 60%

31 31 Majority of Buyers Found Home throughagent Agent 100% 90% 80% Website For Sale Sign 3% 4% 13% 4% 2% 16% Open House 3% 3% 11% 37% 70% 9% 39% 60% 18% 50% 40% 30% 20% 10% 0% 80% 80% 61% 2011 Q. How did you find the home you purchased? % % 2015

32 32 Buyers Plan to Keep Homes Longer AverageYears Q. How long do you plan to keep the property?

33 33 BuyersOptimisticAbout LongTerm Direction of Home Prices Up 67% 71% Flat 24% 13% Down 3% 4% Unsure 7% 11% 1 Year 5 Years Q Do you think home prices in the neighborhood where you purchased will go up, down, or stay flat in one year, in five years?

34 34 Fewer Buyers Believe PricesWill Rise in 5Years Up in 1 Yr Up in 5 Yrs 90% 81% 80% 71% 70% 60% 60% 52% 50% 40% 46% 35% 60% 41% 30% 36% 20% 23% 21% % 0% 67% 25% 8% Q Do you think home prices in the neighborhood where you purchased will go up in one year, in five years? 2015

35 35 SchoolQuality More Important to First-time Buyers in Choosing a Neighborhood Category Safety Walkability Quality of schools Entertainment/cultural activities nearby Short commute to work Great restaurants nearby All Buyers First-time Repeat Q Please rate the importance of the following in your decision to purchase a home in the neighborhood where you purchased. (Scale 1-10, 1=not at all important, 10=extremely important)

36 36 Ideal Neighborhood is Suburban for 1/3 Buyers 34% Suburban Pedestrian-oriented (high walkability) 21% Cul-de-sac 21% Gated community 21% 19% Rural 17% Historic 15% Urban pioneer (up & coming) 12% Urban core (downtown) 11% Resort area 5.6% Ethnic 0% 5% 10% 15% 20% 25% 30% 35% Q 21. Please select which of the following characteristics describe your ideal neighborhood. Select all that apply.

37 37 More First-time Buyers Prefer Ethnic Neighborhood Repeat buyers First-time buyers 34% 34% Suburban 21% 21% Pedestrian-oriented (high walkability) 18% 19% Rural 17% 17% Historic 11% 10% Resort area 3.7% Ethnic 0% 8.2% 5% 10% 15% 20% 25% 30% 35% Q 21. Please select which of the following characteristics describe your ideal neighborhood. Select all that apply.

38 38 Majority of Buyers are Satisfied with Purchase Satisfied 12% 13% Selected best house given limited supply in desired neighborhood 75% Selected best house in affordable neighborhood; prices too high in preferred neighborhood Q Are you satisfied with the home you purchased or do you feel like you had to compromise?

39 39 Technology Use

40 40 Zillow & Realtor.com are Most UsefulWebsites in Buying Process 33% 17% 13% 10% Agent 10% 0% 5% 10% 15% 20% Q. What was the single most useful website that you visited during your home buying process? 25% 30% 35%

41 41 Realtor.com & Zillow Most UsefulWebsites Zillow realtor.com Brokerage Redfin 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Q. What was the single most useful website that you visited during your home buying process?

42 42 Buyers Using Mobile 100% 90% 85% 91% 85% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2013 Q. Did you use a mobile device in the home buying process?

43 43 85% of Buyers Used Mobile Device in Buying Process 95% 28% 20% 14% 13% 10% Research homes Communicate Research neighborhoods Take photos of homes/amenities/neighborhoods Make calls Q. How did you use your mobile device in the home buying process? N = 1269

44 44 Zillow is Most Useful App 16% 22% 40% Q. What was the most useful app that you used during the home buying process?

45 45 Zillow Remains Most Useful App Zillow realtor.com 45% 40% 35% Trulia 40% 34% 30% 25% 22% 22% 15% 16% % 15% 10% 5% 0% Q. What was the most useful app that you used during the home buying process?

46 46 ½ BuyersWho Found Home Online Found it on Zillow or Redfin 29% 21% 13% 9.4% 0.0% Q. On which website did you find your home? 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%

47 47 Zillow Remains #1Website where Buyers Found Home realtor.com 35% Zillow Trulia 33% 30% 33% 28% 26% 25% Redfin 30% 28% 29% 26% 21% 20% 15% 17% 13% 10% 5% 5% 13% 12% 13% 9% 7% 0% 2011 Q. On which website did you find your home?

48 48 35% of Buyers use Social Media in Buying Process 35% Home buying info Buying tips, suggestions from friends 31% Neighborhood info 30% Agent referrals 27% Agent's Facebook page 26% Agents' YouTube 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% Q. How did you use social media (such as Facebook, Twitter,YouTube, etc.) in your home buying process?

49 49 BuyingTips & Neighborhood Info Remain Popular on Social Media Buying tips 200% Neighborhood info Agents' Facebook Agent referals from friends Agent videos 180% 160% 140% 120% 100% 80% 60% 40% 20% 0% Q. How did you use social media (such as Facebook, Twitter,YouTube, etc.) in your home buying process? 2015

50 50 35% of Buyers Used Social Media in Buying Process 30% 61% 36% Q. Which social media websites did you use during your home buying process?

51 51 36% of Buyers Searched for Agent Ratings 14% Zillow 10% Yelp 9.1% Trulia 0% 2% 4% 6% 8% Q. On which agent rating sites did you search for your agent s ratings? 10% 12% 14% 16%

52 52 28% of Buyers Rated theiragent Online 14% Zillow 10% Yelp 8.5% Trulia 0% 2% 4% 6% Q. On which agent rating sites did you rate your agent? 8% 10% 12% 14% 16%

53 53 Financing

54 54 More BuyersObtained Financing 100% 80% 74% 77% 60% 40% 20% 0% Q. Did you obtain financing for your home purchase?

55 55 Nearly ¼ Buyers Paid Cash Cash 23% Financing 77% Q. How did you pay for the home you purchased?

56 56 MostCash Buyers Used Personal Savings or Proceeds from Sale of Previous Residence 40% Personal savings Proceeds from sale of previous residence 28% Proceeds from sale/refi of another property 18% 17% Borrowed/gifted Sale of personal assets 13% Inheritance 12% 0% 5% 10% 15% 20% 25% 30% 35% 40% Q. If all cash, where did the funds come from? N = 367

57 57 MostCash Buyers Used Personal Savings or Proceeds from Sale of Previous Residence Repeat buyers First-time buyers 34% Personal savings Proceeds from sale of previous 18% Proceeds from sale/refi of another 19% 16% 33% 14% 11% Sale of personal assets 7.5% Inheritance 0% Q. If all cash, where did the funds come from? N = % 6.8% Borrowed/gifted 49% 10% 19% 20% 30% 40% 50%

58 58 Average Down Payment RemainsAbove 20% Average 35% 30% 25% 20% 15% 10% 5% 0% Q. What was your down payment for the home purchased, in percent of the home value?

59 59 Most BuyersObtain Fixed Rate Loans Fixed 83% Unsure 3.5% Other 1.1% Adjustable 13% Q. What type of loan do you have?

60 60 Fixed Rate Loans Remain Majority Fixed 100% 90% 80% 15% 31% Adjustable 16% Other 7% Unsure 8% 8% 13% 70% 60% 50% 40% 30% 79% 69% 84% 93% 91% 92% 83% 20% 10% 0% Q. What type of loan do you have?

61 61 ¾ Loans are for 30Years Unsure 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 15% Other 13% 15 Year 15% 30 Year 14% 17% 85% 87% 85% 86% 75% 2011 Q. What was the duration of your loan?

62 62 Buyers Have Less DifficultyWith Financing Average Q. Please rate how easy or difficult it was to obtain financing on a scale of 1 to 10 with 1 being very easy and 10 being very difficult.

63 63 Repeat Buyers Have Less Difficulty Obtaining Financing Average Repeat First-time All buyers Q. Please rate how easy or difficult it was to obtain financing on a scale of 1 to 10 with 1 being very easy and 10 being very difficult.

64 64 Nearly 2/3 Buyers Think Interest Rates Have Bottomed No 37% Yes 63% Q. Do you think mortgage interest rates have bottomed?

65 65 BUYER/AGENT RELATIONSHIP

66 66 Most Buyers FindAgents through Relationship/Contacts Relationships/Contacts 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q. How did you find your real estate agent? Advertising Internet Other

67 67 Majority of Buyers Interviewed > 1 Agent 45% 42% 40% 35% 30% 25% 17% 20% 12% 15% 9% 10% 4% 5% 3% 3% 4% 3% 3% % # of Agents Interviewed 8 Q. How many agents did you interview prior to selecting the agent you used in your recent home purchase?

68 68 BuyersContinue Interviewing MultipleAgents 3.5 Average Q. How many agents did you interview prior to selecting the agent you used in your recent home purchase?

69 69 Being Responsive is Important to Buyers in Selecting an Agent Seemed most reponsive 20% Previously used agent Trustworthy 10% 8% Negotiating ability 8% Knowledgeable/experienced 7% Q. What was the single most important reason for selecting the agent that you used in your recent home purchase?.

70 70 Fewer BuyersGoogling theiragent 80% 70% 60% 50% 40% 30% 20% 10% 0% Q. Did you Google your agent?

71 Agents CommunicateAccording to Buyer Preference Preferred 49% 52% 22% 21% 12% 12% Telephone 13% 13% 2% 2% Text Message Q. What was your preferred method of communicating with your agent? Q. How did your agent actually communicate with you? In Person Social media 71 Actual

72 72 Fewer Buyers Expect Instant Response from Agents 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Q. What was the typical response time you expected from your agent to return any form of communication to you?

73 73 Agent ResponseTime Meets Buyer Expectations Expected Actual 60% 50% 37% 40% 30% 42% 29% 26% 20% 11% 12% 10% 16% 9.0% 10% 7% 0% Instantly Within 1 hr. Within 2 hrs. Within 4 hrs. Within 1 business day Q. On average, what was the actual response time of your agent to return any form of communication to you? Q. What was the typical response time you expected from your agent to return any form of communication to you?

74 74 Agent Satisfaction Ratings Improve -AverageRatingson1-5Scale Your real estate agent s negotiating skills Overall process of finding a home Overall satisfaction with your real estate agent Q. Please rate your degree of satisfaction with the following aspects of your home buying experience on a scale of 1-5, where 1 is least satisfied and 5 is most satisfied.

75 75 Buyer Satisfaction Improves Process of Finding a Home Satisfaction with Agent Q. Please rate your degree of satisfaction with the following aspects of your home buying experience on a scale of 1-5, where 1 is least satisfied and 5 is most satisfied.

76 76 Top 5 Reasons for SatisfactionWithAgent Q. Why do you have that level of satisfaction with your agent?

77 77 Reasons for DissatisfactionWithAgent Q. Why do you have that level of satisfaction with your agent?

78 78 Most BuyersWouldWork withagentagain Unsure 10% 2% 10% 3% 30% 25% 46% 3% 15% No 22% 13% 11% 87% 50% % 11% 67% % 17% 4% 88% Yes 2007 Q. Would you work with the same agent again? 61% 64% % 33% 12% 22% 85% 72% % 4% 11% 54% 60% % %

79 79 Most BuyersWould RecommendAgent to Others No 11% Unsure 4% Yes 85% Q. Would you recommend your agent to others?

80 80 Buyers Need MostAgentAssistance in Negotiating 25% Negotiate terms of sale 22% Find the right home 18% Price negotiation 15% Paperwork 12% Determine affordability 11% Determine comps 0% 5% 10% Q. In which part(s) of the transaction did you need the most assistance from your agent? 15% 20% 25%

81 81 Advice to Agents from Buyers Communicate better (17%) Communicate according to client preference (12%) Negotiate better (9.3%) Understand market better (9%) Respond faster (7.6%) Q. What advice would you give to real estate agents to improve the process or the level of service?

82 82 What BuyersWould ChangeAbout the Home Buying Experience 1. I would have a better market understanding (14%) 2. Process would be faster & easier (9.1%) 3. I d seek additional assistance with mortgage approval (7.5%) 4. Agent would negotiate better (6.7%) 5. Agent would respond faster (6.4%) Q. If there was one thing you could change about the home buying experience, what would it be?

83 83 WHO IS THE 2014 BUYER? Demographics

84 84 TypicalCA Home Buyer

85 85 TypicalCA Household

86 86 Percent of First-time Buyers Rebounds 54% 46% 38% 43% 42% 40% 25%25% Q. Was this your first home purchase? % % 7% 19%19% 15%

87 87 Most Buyers have Not Experienced a DistressedSale Foreclosure 10% Short sale 12% Neither 78% Q. Have you ever gone through a foreclosure or short sale?

88 88 79% of Distressed SalesOccurredAfter # of Distressed Sales before Year Q. What year was the foreclosure or short sale?

89 89 More Repeat Buyers Previously UnderWater 23% 25% 20% 15% 12% 10% 4% 5% 0% Q. Was the outstanding loan balance on your previous home higher than the sale price? 2015

90 90 Buyer Gender Male 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q. What is your gender? Female

91 91 Majority of Buyers are Over 35 Under % 80% 60% 40% 20% Q. What is your age? %

92 92 BuyerAge Slightly Declines Average Age Median Age Q. What is your age?

93 93 Majority of Buyers arewhite White 64% Hispanic 15% Asian 9% Black 7% Other 5% 0% 10% 20% Q. How would you describe your ethnic background? 30% 40% 50% 60% 70%

94 94 Whites are Majority of Home Buyers White Black Asian/Pacific Islander 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% *Source: U.S. Census Bureau 2013 American Community Survey Q. How would you describe your ethnic background? Hispanic Other

95 95 Majority of Buyers are Married Other 12% Single 18% married 70%

96 96 Married Buyers are the Majority Married Single Other 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q. What is your marital status?

97 97 More than Half of Buyers havecollege Degrees Graduate School 22% 4-Year College Grad 33% Some College 28% High School 16% 0% 5% 10% 15% Q. What is the highest level of education you have completed? 20% 25% 30% 35%

98 98 Majority of Buyers arewell Educated High School Some College 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q. What is the highest level of education you have completed? College Grad Post Grad

99 99 Majority of Buyers haveannual Household Income > $75K $200, % 7% $150,000-$199,999 $100,000-$149,999 19% $75,000-$99,999 18% $ $74,999 22% < $50,000 18% 0% 5% 10% 15% Q. Which of the following categories best represents you total annual income from all sources? 20% 25%

100 100 Buyers Annual Household Income Declines Under $50,000 $ $74,999 $75,000-$99,999 $100,000-$149,999 $150,000-$199,999 $200, % 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q. Which of the following categories best represents you total annual income from all sources?