For most people, real estate transactions are extremely complex. The number of variables in a transaction are staggering and one of the values a real estate professional can provide is in simplifying the important data. Visual literacy, the notion of educating through images, can increase the confidence and decision-making ability of a client resulting in faster sales at higher prices.

Sadly, much of what we see in real estate are poor Excel spreadsheet graphs that are hard to understand and uninspiring. Most often they don’t give proper context or help a buyer or seller make a decision.

I think the opportunity is to consider “infographics.”

Infographics, if done well, are a powerful way to simplify an often complex set of data or complex situation. To get an idea of the power of infographics, there are a number of sites dedicated to showcasing infographics such as ChartPorn.org and WallStats.com. It’s fascinating to see the clever & well thought out graphics created to help better explain an often difficult subject.

For example, here’s an infographic illustrating how people get hurt at Burning Man (source).

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Using this format, it’s easy to understand the context of different types of injuries and it’s done in a way that’s enjoyable to read.

Infographic Concepts

Here are three simple, demonstration real estate infographic concepts designed to immediately deliver a lot of information and value.
(Note: Data used is for illustration purposes only. Please do your own research to make accurate representations.)

Cost per Square Foot Value

When someone is in the market for a second home, vacation home or retirement home it’s fair to assume they’re comparing several different markets. This infographic clearly shows the value of this market compared to its competitors by actually giving a real-world scale of what you get in terms of price per square foot. This graphic goes way beyond the empty statement that Steamboat is a “great value.” This graphic actually shows what that value is and does so immediately. In fact, it’s so powerful, it’s unlikely for someone serious about these communities to ever forget this image. Why buy in Aspen when you can get so much more here?

Infographics, if done well, are a powerful way to represent an often complex set of data or complex situation.

Give Meaning to the Market Report

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Market reports typically give a narrow sales snapshot or a comparison of sales year-over-year. The problem with that approach, aside from the terrible Excel graphs, is that it doesn’t show what’s driving the numbers.

This approach, illustrating the current and past market inventory, is powerful because the concept of supply and demand is one a client can understand. The chart also gives a bit of a forecast into the future. A client can see that with so many homes in the market it’s going to take longer for their home to sell. This infographic goes further by defining the Buyer/Seller market zones.

Homes sold & prices only tell so much but seeing the current inventory on the market and the associated trends gives more insight into what’s going on. This is especially useful when dealing with an unrealistic seller. If a seller can see their home will be in a crowded market they’ll have more incentive to price accordingly. I have yet to see anyone use an approach like this.

Illustrate Open Space

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One of the key advantages this community has over its competitors (Vail, Aspen, Telluride, Crested Butte) is the amount of open space our properties have. This infographic clearly shows Steamboat leading the way in open space per property by a wide margin. If a buyer places a high value on open space it’s immediately clear how compelling Steamboat is.

Real estate for most people is a complex animal. The more you can simplify their understanding of the markets, data implications and align the information with what they value , the more successful you and your company will be.

UPDATE

Just after posting this I ran across this terrific video on Data Visualization

Bonus: There’s a bunch of cool real estate related infographics here.