04 Demographics Market Data
Demographics and market data layer additional context onto your comp results. Instead of evaluating a property in isolation, you can see the neighborhood trends that drive value.
What Data Is Available
When you run comps on a property, the results include a demographics section with these data points:
Population trends — Current population and projected growth for the area. Growing populations generally support rising property values.
Median income — Household income levels for the neighborhood. Higher and rising incomes support higher rent and resale values.
School ratings — Nearby school quality scores. School district performance is a major driver of property values in family markets.
Crime statistics — Reported crime rates relative to city, state, and national averages. Includes both property and violent crime categories.
Employment data — Local employment rates, major employers, and economic diversification. Areas with concentrated employment in one industry carry more risk.
Housing market trends — Median home values, price trends, days on market, and inventory levels for the area.
How to Access Demographics
Open any property and run comps. After the comp results load, look for a "Demographics" or "Market Data" tab or section. It may appear as a panel alongside the comparable table or as a separate page.
[SCREENSHOT: Demographics panel showing population trends, median income, and school ratings for a property area]
How Demographics Layer Onto Properties
Demographics are tied to the property's location, not the property itself. Two properties on the same street share the same demographic data. A property in a different ZIP code may have significantly different numbers.
Use demographics to:
- Validate or challenge your comps. If your comps are in a stronger demographic area than your subject property, the comps may overstate value.
- Support your underwriting. Strong demographics back up a higher ARV or rent projection when presenting to partners or lenders.
- Identify risk. Declining population or rising crime rates are warning signs regardless of what the comps say.
Limitations
Demographic data refreshes periodically, not in real time. Annual updates are typical for census-based data points. School ratings update each academic year. Crime data may lag by several months.
Next steps: - How AI Comps Work - Reading a Comp Result - ReiSearch Reports - Underwriting Tools
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