Page 28 - TX_Marketing 2_M1_v2

When dealing with business-related topics and real estate negotiations, common

inartistic information will include:
Average sale prices

Sales percentages

Demographics and buying habits
Highest and best use research

Profit margins

Supply and demand ratios

Often, these types of information are represented using statistics, specifically ratios

and percentages. These ratios and percentages can serve as valuable inartistic
information, but it is important that they are used appropriately.

Too many statistics in any one piece or session can quickly make your evidence seem
arbitrary or confusing. If there are lots of percentages in your piece, then no one

percentage will carry the same impact that it would otherwise. In addition, people

often begin tuning out long lists of statistical data because it can seem
unmanageable, particularly during conversations and oral presentations. Consider

the following example.

In the following passage, try to pay attention to the "important" data and pull out the

meaning of the passage. Do not read it more than once, but read through once as if
you were only listening to it. Then we’ll view the information differently and look for

ways to more effectively present the information.

According to the U.S. Census Bureau, there are 1,963,711 total housing units in the

State of Alabama, and 12,214,549 in the State of California. Of these total figures,

226,631 houses in the State of Alabama are vacant and 28.3 percent of these vacant
houses are for rent. In California, 711,679 houses are vacant, 26.7 percent of which

are for rent. We're building residential houses that we hope to rent.

TX Marketing II: Negotiation Techniques 27