MARKET

RESEARCH AND
ANALYSIS
GROUP 2
 Agenda
1.Introduction
2. Conducting Market Research in Real Estate
3. Analyzing Market Trends and Demographics
4. Identifying Target Market and Buyer Personas
5. Competitive Analysis and SWOT Analysis
6. Summary

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 Introduction

Market research and analysis is defined as the systematic process of collecting,

processing, interpreting, and evaluating data related to a specific market, industry,
or business environment. Its primary purpose is to gain insights into various
aspects of the market, including consumer behavior, market trends, competitive
landscape, and other relevant factors. Market research and analysis aims to provide
businesses with actionable information that can inform their decision-making
processes and strategies.
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 CONDUCTING MARKET
RESEARCH IN REAL ESTATE

Research for the real estate can be used for a variety of purposes. The main goal of
market research for this industry is to discover if your business will be successful
in a particular location.

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 CONDUCTING MARKET
RESEARCH IN REAL ESTATE

Step 1: Narrow down a region/neighborhood

Step 2: Study Your Competition

Step 3: Observe Your Desired Neighborhoods

Step 4: Analyze the physical elements of a neighborhood/property

Step 5: Gauge how the neighborhood has been faring

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 CONDUCTING MARKET
RESEARCH IN REAL ESTATE

Step 1: Narrow down a region/neighborhood

- Since real-estate is location-based, you must first settle on a region or a

neighborhood you are interested in serving.

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 CONDUCTING MARKET
RESEARCH IN REAL ESTATE

Step 2: Study Your Competition

- To do so, check for websites that provide real estate agent, vendor, supplier
information in specific localities. BiggerPockets and Parkbench
neighborhood marketing platform, for example, provide information on local real
estate agents and vendors.

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 CONDUCTING MARKET
RESEARCH IN REAL ESTATE

Step 3: Observe Your Desired Neighborhoods

- If you survey your target market, you can get their opinions about moving into a
neighborhood. The more responders who prefer a neighborhood, the more
expensive its properties become. In short, demand dictates the competition of a
region.

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 CONDUCTING MARKET
RESEARCH IN REAL ESTATE

Step 4: Analyze the physical elements of a neighborhood/property

- Analyzing the properties of a neighborhood and the real estate you seek to sell
requires not merely examining the physical properties of a home. Rather it also
involves inspecting public utilities and services, along with general environmental
aspects.

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 CONDUCTING MARKET
RESEARCH IN REAL ESTATE

Step 5: Gauge how the neighborhood has been faring

- When developments are underway, they could impact a neighborhood’s

properties. At times, they may incite new companies to arrive in the region. Some
may impact the local economy positively, while others may worsen it.

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 ANALYZING MARKET TRENDS
AND DEMOGRAPHICS

By analyzing market trends and demographics, you can better understand

the types of housing the population requires, their price points, and how to
market to the various segments. This will give you clue in to the target market as
well as giving your buyers more insights. An elderly population, for example, is
great to highlight to retirees and others within this age range.

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 IDENTIFYING TARGET
MARKET
AND BUYER PERSONA’S
TARGET MARKET
Keep in mind that the target market and the target audience are two separate things.
The target market are people who will be using your product, and the target
audience are people you’re selling the product to. So, when making or developing
the product, you keep your target market in mind, but when selling the product,
you sell it to the target audience.

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 IDENTIFYING TARGET
MARKET
AND BUYER PERSONA’S
Defining your target market will give you the segment of people you’re targeting.

According to their:
- Age
- Location
- Education
- Industry
- Gender
- Interests
- Similar demographic information
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 IDENTIFYING TARGET
MARKET
AND BUYER PERSONA’S
BUYERS PERSONA
A customer persona (also known as a buyer persona) is the representation of your ideal
customer based on market analysis and data collected from existing customers. Aside from
demographics, a customer persona should give you information about your ideal
customers such as their typical buying behavior, their lifestyle, needs, problems and
challenges, goals, and motivations.

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 IDENTIFYING TARGET
MARKET
AND BUYER PERSONA’S
- Buying Concerns
- Challenges
- Company Size
- Industry
- Goals
-Buying Motivation
- Rate
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 COMPETITIVE ANALYSIS AND
SWOT ANALYSIS
COMPETITIVE ANALYSIS
A competitive analysis helps to identify the main market players, determine what
strategies they use to succeed and identify resources your company could use to
dominate the market. A competitive analysis at Identifying your brands main
competitors and determining the best way to surpass them.

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 COMPETITIVE ANALYSIS AND
SWOT ANALYSIS
How to Do a Competitive Analysis
1. Identify your Competitor

2. Perform a competitor SWOT analysis

3. Examine your competitors website and customers experience

4. Determine your competitors market positioning

5. Look at your competitors pricing and current offers

6. Learn about the technology your competitors are using

7. Review Social Media and feed backs

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 COMPETITIVE ANALYSIS AND
SWOT ANALYSIS
SWOT ANALYSIS
SWOT stands for STRENGTHS, WEAKNESSES,
OPPORTUNITIES, and THREATS. A SWOT analysis is a
framework to help assess and understand the internal and
external forces that may create opportunities or risks for an
organization.
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 COMPETITIVE ANALYSIS AND
SWOT ANALYSIS

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Thank you