住在星巴克隔壁是有好處的
It's difficult to predict the next big neighborhood when looking to buy a home. Finding the right area where houses are still affordable but prices are quickly appreciating is an art that takes an exorbitant amount of time-- something most home buyers don't have.
買房子的時候，我們很難預見到哪裏會開發成一個大的社區，找到一個地段好，又買得起，而且還會馬上升值的房子是一門藝術，需要花大把時間鑽研——而很多買房者沒這個時間。
Thankfully, however, there's a simple solution: rely on Starbucks (SBUX). With over 19,000 locations in 60 countries the coffee shop that so many depend on for their daily caffeine fix has also become ubiquitous with a hefty real estate portfolio. Zillow data shows that living near a Starbucks means your home is more likely to appreciate in value. It also appears that Starbucks is predicting and not just following the increase.
但是謝天謝地，有一個簡單的辦法：看星巴克。星巴克在60個國家有19000多家分店，很多人每天去星巴克買咖啡，星巴克的不動產遍地開花，無處不在。Zillow的數據顯示出，住在星巴克旁邊意味着你的房子更有可能升值。並且星巴克看起來是在預計房子升值，而不是追漲。In their new book, "Zillow Talk: The New Rules of Real Estate," Zillow CEO Spencer Rascoff and Chief Economist, Stan Humphries discuss why Starbucks means a more quickly appreciating home value.
在新書《Zillow說事：房市新規則》中，Zillow的CEO Spencer Rascoff 及首席經濟學家Stan Humphries探討了爲什麼星巴克代表了房價升值。
Zillow analyzed the prices of homes that were within a one-quarter to one-half of a mile ring around a Starbucks location for five years after each particular store opened. They found that homes closest to Starbucks appreciated by 21% while the homes a bit further away grew in price by under 17%.
Zillow分析了每家星巴克分店開張後5年裏距星巴克半徑1/4到1/2英里的住房價格。他們發現，最靠近星巴克的房子升值了21%，而遠一些的房子升值率不超過17%。Through analysis of their data they found that in 1997 a home within 1/4 mile of a Starbucks sold on average for $137,000 while a home not near a Starbucks sold on average for $102,000. Today the average home has gone up 65% in value to $168,000 but homes near Starbucks have gone up 96% to $269,000.
通過數據分析發現，1997年，距離星巴克1/4英里的住房平均售價137,000美元，而離星巴克較遠的房子均價102,000美元。1997年到現在平均房價已上漲65%，達到168,000美元，而靠近星巴克的房價漲幅達到96%，均價269,000美元。To make sure this wasn't just a generic coffee shop effect, Zillow also analyzed properties that were within a quarter mile of a Dunkin Donuts (DNKN). Homes nearby appreciated 80% over the same period-- a large increase but far cry from Starbucks' 96%.
爲了確定這不是任何一家咖啡館能夠造成的效應，Zillow還分析了距離唐恩都樂1/4英里的房產情況。這些房子同期上漲了80%——很大的漲幅，但是遠不及星巴克的96%。Starbucks employs a team of 20 analytics and real estate experts who focus solely on finding the next Starbucks location, explains Zillow. The team goes over everything from traffic to other local businesses in a potential neighborhood. They then deploy a regional team to figure out exact store location.
Zillow解釋說，星巴克聘用一支20人的分析和不動產專家，專門尋找星巴克將來的開店地區。這支隊伍研究潛在開店社區的所有因素，從交通到其他當地企業的情況。然後委託一組當地的人員定位具體開店地點。Arthur Rubinfeld, the head of the Starbucks location selection process tells Zillow that while it's an "art and a science," Starbucks strives to "maintain consistency in that science."
Arthur Rubinfeld負責星巴克的地區選擇，他告訴Zillow這工作“既是一門藝術，也是一門技術”，星巴克努力“保持兩者相輔相成”。If you're looking for a home that will jolt in value, you might want to consider finding a Starbucks.
如果你在尋覓一處將來會大漲特漲的房子，你可能會想要考慮一下先找一家星巴克。
