Details

Autor(en) / Beteiligte

• Ragland, Ty
• McManus, Karen

Titel

Market Research: A Key to Planning/Positioning Your Management Firm

Ist Teil von

• Journal of Property Management, 1985-05, Vol.50 (3), p.25

Ort / Verlag

Chicago: Institute of Real Estate Management

Erscheinungsjahr

1985

Beschreibungen/Notizen

• Real estate marketers can make far better decisions when they know, not assume, what they are doing, on the basis of solid market research. Several research techniques can help in avoiding faulty assumptions: 1. a value perception test during planning, 2. research to indicate whether there is a sufficient market for the property, and 3. sales performance analysis to help determine what factors have a negative influence on leasing. The most effective market research is specific as opposed to general, and involves asking specific questions. The data from market research must be analyzed for property management firms to find their current position and to locate new market segments that may need their management skills. After those market sectors have been identified, the data can be used to position the firm appropriately. Steps in defining the market position include: 1. Establish the market's parameters. 2. Define the criteria by which the firm's position will be established. 3. Target in on new market segments.