Know the ZIP code before you spend in it
This page pulls together what an agent needs to size up a ZIP code: how much sells, for how much, how fast, how hard buyers compete, and how many owners and renters live there.
What the numbers tell you
- Sales and turnover show how much listing business exists. Low turnover means owners stay put, and a farm will take longer to pay.
- Days on market, months of supply and the share sold above list show who has the upper hand. Under four months of supply usually favors sellers; more than six favors buyers.
- Owners and renters show where the audience is. Many renters means many possible first-time buyers. Mostly owners means listing and move-up business.
- Home age and type suggest topics: older homes raise inspection and renovation questions.
How to use it, and how not to
Use the profile to decide what to write about and where to spend. Don’t use Census figures to decide who sees an ad. Fair housing law bars advertising that prefers or excludes people by race, color, religion, sex, disability, familial status or national origin, and the ad platforms restrict housing ads further. Describe homes and the market.
Sources
Market figures come from Redfin and cover a rolling three months. Counts of homes, owners and renters are Census Bureau estimates. Every ZIP code also has a public market page you can link or screenshot.
Questions agents ask
Where does the ZIP code data come from?
Sales, prices, days on market and supply come from Redfin’s public housing data. Population, homes, owners, renters and home age are Census Bureau estimates.
What does months of supply mean?
It is how long the homes for sale would last at the current pace of sales. Under four months usually favors sellers, four to six is balanced, and more than six favors buyers.
Can I use this data in my marketing?
Yes, with the source and the date. Check your MLS’s rules if you also quote its statistics, and describe the market, not the people who live there.