After selecting your farms from the results list, you will be taken to the detailed analysis screen. If you selected multiple farms, you can toggle between them using the drop-down menu near the top under your Areas, Filters, and Save and Export tabs

We are now on the main detailed analysis page – also known as the "stock pick" view due to it breaking a farm down like a stock. There are multiple data points displayed which we will now discuss.

This is our patented scoring system that will show you how long an agent needs to farm the area before seeing a return on marketing (ROM). It considers multiple data points to give a complete picture of the area. The score is from 1 to 5 with 5 being the best and 1 being the worst. The score is dependent on TWO (2) engagements to the farm per month.

This is the total APN count in the area

This is the total number of sales within this farm within the specified date range (See below for more information on how to change the date)

This is the total number of active listings within this area

This is the turnover rate for the farm within the specified date range. Turnover is a calculation that looks at the number of homes sold in a time frame, divides it by the total number of properties, and divides by the total years filtered. For example, if there was a farm of 100 properties, and in the last 2 years 20 sold, the turnover rate would be 10% (20 sales / 100 properties)/2 years

This is the total count for your mail export list. For example, if TheGenie Export says 100, there will be 100 homes on the mail export list.

This is the total market share percentage for the top 5 agents in the farm. A good number to shoot for is under 35% as this leaves room for growth for your client.

This is the total market share for the top agent in the farm. We like to see under 10%, which means the area is fragmented and ripe for targeting.

This is the median price of all sales for the specified filters. This can give a much clearer picture of the market temperature than average price, which can be susceptible to outliers

This is the mean price of all sales for the specified filters.

This is the average price per square foot for all sales for the specified filters.

This is the average days on market for all sales for the specified filters

This is the average years in home for the properties in the farm for the specified filters

This is the percentage of homes that are owner occupied in the farm for the specified filters

This is the total number of notice of defaults within the farm for the specified filters. This is ANY notice of default sent within the time period selected in the filter. It does not necessarily mean the default has been resolved.

This is the total number of foreclosures given the specified filters. This includes homes already foreclosed and may include homes currently in foreclosure.

There is also a map of the area with the appropriate parcel boundaries highlighted.

One of the most powerful features of TheGenie is the ability to filter by bedrooms (where available). This allows us to find "pockets of opportunity" within farms so we can hyper focus our marketing efforts where it makes the most sense. While there may be no farms on your results list with a farm score of 5, sections of the farms may be golden nuggets that your client can exploit. There are two benefits to this that work synergistically:

The filters tab is located on the top of the detail page

There are three types of main filters you can do that affect analytics (there are also post analytic filters which we will go over in lesson 5):

This allows you to display analytics for specific property types. The three available types are Single Family, Condo/Townhome, and Multi-Family

This allows you to change the date range for the represented data

This allows you to display analytics for a specific bedroom range. Our data lab has discovered a high correlation between housing movement and family size. You will notice trends of empty nesters moving down, or new families moving up when filtering by bedrooms

Once you have your filters entered, click the "Update" button and you will see your updated analytics. If you scroll down you will see a variety of charts and more in depth analytics

The competition matrix is one of the most important tables in TheGenie. It allows you to see who the top agents are in a particular farm (or a particular filter). This is fantastic for producing a short and long term strategy for your client – we can see exactly who we are up against in any segment and create a marketing plan that reflects this information.

There are 4 different views for the competition matrix

This chart shows the price history going back 3 years. It is a good indicator of whether a market is getting stronger or weakening.

The sales history chart shows the number of sales going back 5 years. This is helpful in catching any big "spikes" due to a new development – TheGenie is smart enough to recognize these anomalies and takes it into account when creating the farm score.

The year over year monthly sales comparison gives us a bird's eye view as to when to time our marketing. For example, if we notice a peak number of sales consistently happening in July and our days on market is 60 days, a good consulting tip would be to let the client know they should start ratcheting up their marketing near the end of April / early May (i.e. instead of 2 mailings a month, it may be wise to up that to 3 or 4).

Housing movement shows velocity over the previous 5 years. This is to make sure the velocity we see has been consistent and thus a good indicator of market strength.

The years in home and owner occupancy shows a breakdown of how long residents have lived in their home within the farm, as well as the owner occupancy rate for the selected filters. This is especially important when looking at a carrier route as they will deliver to all homes within that route – if you are targeting home owners, a lower owner occupancy rate in the carrier route is something to be aware of.

The final chart shows a breakdown of bedroom counts as well as velocity by bedrooms. This is a great chart for determining a good bedroom filter – but remember, while velocity is a very important metric, there are other things to consider when looking for a strong farm.