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5 Pitfalls to Watch for When Researching Niche Markets

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Education & Training with The Lones Group, Inc. 12518
The Lones Group, Inc.

5 Pitfalls to Watch for When Researching Niche Markets

If you haven't taken a dive into your MLS stats and tried out its powerful market data tools, you're really missing out on an incredible opportunity to identify niche markets for growing your business, trends that will help your buyers and sellers, and so much more. Plus, it just gets better from there as you become more familiar with your market.

However, when it comes to new market segments like middle housing, you'll find that while MLSs have incredible tools you need, but reality is going to create challenges that you should be aware of.

Let's take the middle housing segment a step further and say you want to look up pricing trends for properties with an accessory dwelling unit (ADU) or maybe a detached ADU. For our local MLS, the research process is straight forward. Start with a General Single-Family search, pick your areas, choose solds, pick your time range, and in the ADU section select both attached and detached. Pick a few more date ranges and boom, pricing trends at your fingertips!

Want to See Exactly How this is Done?

Get step-by-step instructions for Northwest MLS in our latest ADU & Middle Housing Report newsletter over at MiddleHousingHelp.com, then subscribe to the weekly newsletter and get useful tips, info, and advice every week on this amazing growing market segment.

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Before you get giddy with this new power though, watch out for these challenges that commonly plague niche markets – and while ADUs are rapidly growing in popularity since our Washington State passed legislation to make them more buildable a couple years ago, you are still going to have to deal with:

NOT ENOUGH LISTINGS

My rule of thumb is you need at least 12 solds in a month on average in order to identify a trend. That's 144 a year. So, if you don't have that, you probably don't have enough data to call it a trend yet – it's just food for thought. You may need to expand your area.

THE PRODUCT IS TOO NEW

It's true. A lot of support for ADUs in the MLS is very new and that creates issues. Older sales might be missing. It also means that brokers may not be marking up their properties in the MLS with the right new options available to them. You're probably going to have to do a little extra work and be eagle-eyed if you want to go back in time much at all.

BAD DATA

When you combine not enough listings with new niche product you start to run into another danger. For example, let's just talk all of SFR in one county in a month – you may easily have thousands of sales. And if a few of those sales have their price entered with missing zeros you aren't really going to notice a big difference on average. Filter down to just properties with ADUs or another niche market – maybe you are barely skirting that 12-solds-per-month rule of mine – and just one property with badly entered pricing could have a dramatic effect. Assume there are going to be errors and watch out when your results are small!

The buyer pool for a property with an ADU includes everyone from people needing multi-generational spaces, to investors, traditional buyers, and even people who have never thought about being landlords. How will you appeal to all of them? It's time to get the answers you need! Take a Course at Half-Price!
Marketing a Property with an ADU

BEAUTIFUL DATA MEETS UGLY REALITY

When it comes to ADU/DADU product, one of the realities of our growing market is that there are a lot of properties out there classified as an ADU, but not actually permitted. When it comes to this market segment, that can hurt property values, which you should consider accordingly.

TECHNOLOGY IS STILL CATCHING-UP

Your MLS is a complex dance of systems and not all of them may be updated with the goodness needed for the niche you are researching, particularly if your niche is properties with an ADU. You might have to get creative with a regular search or try a different MLS tool to get the information you need. When in doubt, contact your MLS and ask how to do it!

Don't let these challenges get in the way. Once you are aware of them, you'll get better at working around them and your market expertise will grow!

Want to learn more about what's going on with ADUs and middle housing right here in Washington State? Join our newsletter and get weekly advice for solving problems like the above, updates on what cities are doing, and much more. Sign up here!


portrait of Denise Lones

By Denise Lones CSP, CMP, M.I.R.M.
The founding partner of The Lones Group, Denise Lones has over three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development and more, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.


The Lones Group, Inc.

Comments(10)

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Roy Kelley
Retired - Gaithersburg, MD

Good Friday morning, Denise.

Thank you very much for sharing your experience and advice.

Have a great day!

Jul 18, 2025 04:31 AM
Denise Lones

Roy Kelley Thank you! Hope retirement is treating you well. Appreciate you popping by and saying hello! - Denise

Jul 18, 2025 08:41 AM
Sham Reddy CRS
Howard Hanna RE Services, Dayton, OH - Dayton, OH
CRS

Thanks for sharing Denise, great information on finding niche markets!!!

If you haven't taken a dive into your MLS stats and tried out its powerful market data tools, you're really missing out on an incredible opportunity to identify niche markets for growing your business, trends that will help your buyers and sellers, and so much more. It just gets better from there as you become more familiar with your market.

Jul 18, 2025 04:39 AM
Denise Lones

You are welcome Sham Reddy CRS. - Denise

Jul 18, 2025 08:40 AM
Michael Jacobs
Pasadena, CA
Pasadena And Southern California 818.516.4393

Hello Denise - sometimes food for thought is just an appetizer.  Additional time at the buffet of knowledge can bring a feast of insight.  Possibly a deeper understanding too.  

Jul 18, 2025 04:44 AM
Denise Lones

Thank you Michael Jacobs, have a lovely weekend - Denise

Jul 18, 2025 08:41 AM
Lise Howe
RLAH RE LLC - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

What is most fascinating to me in your post is that we don’t talk about middle housing. I recently wrote a post about a new listing and I said that it was a tableSpace kitchen and Nina Hollander said she had never heard that term. Isn’t it fascinating within our own country How different housing is from one state to another.  

Jul 19, 2025 05:38 AM
Denise Lones

Lise Howe - It is a huge housing segment and as states grapple with housing issues, it's just getting bigger. In addition to accessory dwelling units, we have cottage housing, "plexes" (duplexes, four-plexes), condoization, townhouses, courtyard apartments, and live-work units. It is exciting and yes - fascinating - to watch it transforming housing here in Washington State and beyond. There is a rapidly growing need for agents who are fluent in the purchase and sale of this housing. - Denise

Jul 28, 2025 09:25 AM
Leanne Smith
Dirt Road Real Estate - Golden Valley, AZ
The Grit and Gratitude Agent

And the data for vacant land or rural properties often does not include all the nuances from flood plains, to access (easements), to power, to water source, HOAs/POAs to fencing.Also if the listing agent has not been accurate in the data input (which I have discovered happens quite often), the data output is often in error. 

Jul 19, 2025 07:59 AM
Denise Lones

Leanne Smith That may go beyond identifying trends, but you are absolutely right and it's super that we have experienced and expert agents out there like you who can watch out for these things and protect their clients' interests. - Denise

Jul 28, 2025 09:37 AM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Great post that truly shows a live, human being with experience in any market is way better than AI.

Jul 19, 2025 09:10 AM
Denise Lones

Dr. Paula McDonald 100%. Thank you! - Denise

Jul 28, 2025 09:45 AM
Debe Maxwell, CRS
Savvy + Company (704) 491-3310 - Charlotte, NC
The RIGHT CHARLOTTE REALTOR!

Interesting term, Denise Lones—Middle Market! Like Lise Howe, I had never heard that term before. (BTW, I’ve heard of Table Space but, most of the time we use Eat-In!) ADUs are not favorable here and while we have properties that have them, we have no way to search for them (other than manually) in our system. 

Jul 20, 2025 08:38 AM
Denise Lones

Debe Maxwell, CRS Many MLSs are still catching up with it comes to middle housing product and manually searching descriptions or the brokers' notes section of the MLS is a pain. My sympathies! - Denise

Jul 28, 2025 09:47 AM
Adam Feinberg
Howard Hanna Elegran - Manhattan, NY
NYC Condo, Co-op, and Townhouse Advisor

I love your process- well researched and thought out. Manhattan doesn't have an MLS- but we do have something sort of close for agents. It's useful- but we need a better resource than we have. 

Years in the making, authorized by the city earlier this year, but still not yet entirely ready to move forward on authorizing apartments or bedrooms in basements and cellars as ADU's. A few months ago the city selected 11 neighborhoods that will qualify for this change- 6 of the 11 are in my coverage area- neighborhoods that aren't likely to flood. My own apartment is impacted by this change- as I own a 1st floor and cellar duplex. My cellar space was built as a finished space- and despite being below the level of the sidewalk- gets a surprising amount of direct sunlight. When I bought the apartment- I knew the cellar was zoned as a "Recreation Room" and the existing law was too narrow not permitting cellars to become living spaces. As a new construction building - completed in late 2005- my cellar space has 3 ways to exit- the interior staircase, a door to the building's common hallway- with the fire stairs next to that exit (the new law only requires 2 exits), and a 3rd exit- my cellar has a small but usable outdoor patio- with a sliding glass door to the patio (all that is needed in an emergency is a ladder) plus an additional window. These spaces also must have sprinklers and at least 7' ceiling heights. My apartment meets all these qualifications.  The existing law only permitted a half bath in the cellar space- but the developer built the space with the expectation that the owner might ignore the restrictions by having an unfinished "closet" in the bathroom that just so happens about the same size as a bathtub. Actually this is part of the reason for the push- there is a housing shortage and the city acknowledged that a lot of these spaces were already being used as bedrooms and full baths- whether they were zoned this way or not- so why not legalize them if there is a safe way to do it.  The city still hasn't released the final application but it should be available in the next few months- and I can finally legalize my cellar level bed and full bath- adding some additional value to my apartment. 

Jul 22, 2025 08:58 AM
Denise Lones

Adam Feinberg This is just fascinating. Thank you for sharing! Cities are realizing that not only can this help with housing shortages, but by legitimizing these kinds of living spaces, they create a pathway for regulation, improved conditions, and a wider tax base. - Denise

Jul 28, 2025 09:53 AM
Ginger Harper
Coldwell Banker Sea Coast Advantage~ Ginger Harper Real Estate Team - Southport, NC
Your Southport~Oak Island Agent~Brunswick County!

This has a lot of great info. Thanks,  Bookmarking for future reference

 

Jul 22, 2025 11:51 AM
Denise Lones

Thank you Ginger Harper, glad you found this helpful! - Denise

Jul 28, 2025 09:54 AM
John Juarez
The Medford Real Estate Team - Fremont, CA
ePRO, SRES, GRI, PMN

Our Team once had a listing with a ADU...a few years ago. When it went to contract, the appraiser said the ADU had no value but as a storage shed. That deal failed.

There has been lots of talk about ADUs but they seem to be only a little more common now. Hopefully, the appraisal industry has learned to give them a reasonable value.

Jul 26, 2025 05:44 PM
Denise Lones

John Juarez A solid example of why more education across the housing industry is needed. I've been keeping a close eye on middle housing in CA, NV, and elsewhere on the Pacific coast - change is coming. More locally, we are seeing middle housing changes all over in western Washington State. Walk through a given neighborhood and signs of its impact are visible. We've highlighted this in some of our reels and videos if you follow us on social media. - Denise

Jul 28, 2025 10:01 AM