Are You Prepared for the Emerging Target Markets?

Jan 15, 2012 by

In a recent survey of buyers, couples with children were not the predominant buyer group. This emerging target market is what demographers historically referred to as “other”; couples without children has moved into the top spot. This demographic segment is referred to by demographers as “bookends” because they are composed of young couples pre-children and older buyers post-children, not to mention some never-children pairings. These people are looking for smaller, more carefree, and sometimes less expensive products than what the families with children want. Younger buyers may be looking to get into a community on the bottom rung, for example, while the empty nesters are likely looking to stay in communities where they have lived before but in a different type of home where they can age in place and perhaps stay near children...

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How To Adapt to the New Housing Market

Jan 15, 2012 by

We are monitoring some very interesting changes and shifts in target buyers, their preferences for product and how future buyers will live. I am witnessing decreased existing home inventory in some key markets where I believe there will be pent up demand for well defined communities catering to these emerging target markets. I also believe that here in the northeast escalating effective rents will push buyers back into the market. Remember rentals are hot now and builder/developers have a tendency to over plan a popular product. Don’t forget about the many active adult communities planned in the last decade that will never be built. Rentals are impacted by two major drivers: • pent-up household formation spurred by slow gains on the job front • refugees of the homeownership dream-turned-nightmare Are you developing a larger...

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