Real estate marketing is often about having the best possible presentation, which can make a property or opportunity look even better, in order to succeed. There are instances, such as shown in the below linked article, where negative statistics can be positioned to help sell a property or opportunity for you. It is an example of why research, whether related to the opportunity you are representing or not, can be significant to helping you.
The below linked story is about the safety, or lack thereof, of pedestrians in metro areas, focusing on the number of deaths resulting from vehicles striking them. Overall, pedestrian accident deaths remain double what they were nationally just 17 years ago, while the article cites recent reductions, especially in certain areas. We also see how specific cities have improved pedestrian safety, while some remain highest on the list.
How does this information help to market a property?
There are several ways, even if you have to market one (whether as an investor/owner, broker for the seller, etc.) in a highly ranked dangerous area. For example, the Memphis TN metro is listed as being the highest in the country for fatal pedestrian accidents. People continue to live there. Suppose you represent a property which has extra fencing or protection or does not have direct access to a street. Your presentation could point out how and why the property is “one of the safest in (neighborhood or suburb)”, and show why. Doing so reduces what could be a significant concern for a potential buyer and investor while acknowledging that the problem exists. Chances are another property they may be considering did not and/or cannot overcome that concern. The result is a more favorable image of your property regardless of what the other amenities are.
If the opportunity you represent does happen to not offer a solution to the problem, it would be worth looking at possible solutions. A few thousand dollars to install a secure fence, extra lighting, or another form of protection might be a hassle on the budget, but could result in a better long-term result. The goal should be to find and utilize information to your advantage as much as possible. It could make the difference for being “first in” to get to the closing table!
https://www.smartgrowthamerica.org/signature-reports/dangerous-by-design/