A Note on Real Estate Marketing Research

Abstract

Although the principles of real estate market analysis are more readily accessible due to the publication of several recent volumes, the topic yet to be grounded properly in the broader marketing research field. Building on the appraisal tradition, the professional market analyst strives for an objective assessment of market comparables and trends to arrive at a thoughtful and informed opinion of economic feasibility on behalf of the client developer, investor, lender, or landowner. However, the purpose, form, and content of real estate marketing research vary considerably during the development Process. This note presents a broader view of marketing research relevant throughout the real estate development process in contrast to formal market analysis conducted during one stage. It should help real estate researchers adapt their thinking to the emerging reality in which marketing research conducted by sophisticated development organizations grows in volume and importance.