residential housing market: is opportunity upon us?
DESCRIPTION
Residential Housing Market: Is opportunity upon us?. Alan P. Mark President, The Mark Company May 24, 2011. Agenda. Tracking homebuyer trends Top buying groups How to reach them How to design for them What’s next?. The Mark Company. - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/1.jpg)
1
ResidentialHousing Market:Is opportunityupon us?
Alan P. MarkPresident, The Mark CompanyMay 24, 2011
![Page 2: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/2.jpg)
Agenda
• Tracking homebuyer trends
• Top buying groups• How to reach them• How to design for them• What’s next?
![Page 3: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/3.jpg)
The Mark Company
• Design development, market research, sales and marketing
• Mid- to high-density residential developments
• Projects throughout Bay Area, Los Angeles, San Diego, Denver, Las Vegas
![Page 4: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/4.jpg)
Homebuyer Trends
• Gen Y and Baby Boomers emerged as biggest home- buying groups
• Interest in urban locales & convenience of HOA
• Why they are buying NOW
![Page 5: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/5.jpg)
Who are they? Baby Boomers
• Between 46 - 64 years old• Roughly 75 million people• Experienced buyers• Drawn to urban locations• Empty nesters• Looking ahead to retirement• Gay couples• Second homes• All-cash purchases common
![Page 6: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/6.jpg)
Who are they? Gen Y
• Between 16-33 years old• Roughly 80 million people• First-time homebuyers• Well-educated• Tech-savvy• Lifestyle driven• Value sense of community• Financial assistance from parents
![Page 7: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/7.jpg)
PopulationM
illio
ns
![Page 8: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/8.jpg)
Buyer Profile Trends
Note: Based on TMC projects in San Francisco Bay Area, Los Angeles, Denver during past four years.
![Page 9: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/9.jpg)
Top Purchase Drivers
Baby Boomers Gen YLow maintenance living
Finishes ValueLocation Sense of community
Views AmenitiesBrand names Lifestyle
![Page 10: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/10.jpg)
Brand Names: Baby Boomers
![Page 11: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/11.jpg)
Marketing To Baby Boomers
• Promote sense of community and refined living
• Use imagery and models that look like them
• Traditional and non-traditional media
• Be aware of other stakeholders: children or financial advisors
• Buying for themselves for adult children
![Page 12: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/12.jpg)
Brand Names: Gen Y
![Page 13: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/13.jpg)
Marketing To Gen Y• Messaging needs to be value
and lifestyle-driven- Attainable luxury living
• Use imagery and models that look like them
• Text/email over phone calls• Drawn to sense of
community- Events - Social media- Online - Co-
marketing
![Page 14: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/14.jpg)
Designing For Baby Boomers
• Convenience & walkability• Amenities: Emphasis on refined lifestyle• Unit Design: Comfort
- Single-level- Impeccable design- High-end finishes- Fewer bedrooms- Larger living/dining rooms
![Page 15: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/15.jpg)
Designing For Gen Y • Amenities: Emphasis on
social
• Unit Design: Flexibility- Built-in office/desk- Stylish finishes, but not top
of the line- Smaller space ok
- Community room- Fitness center- Dog run- Rooftop deck- SmartHome technology
![Page 16: Residential Housing Market: Is opportunity upon us?](https://reader035.vdocuments.site/reader035/viewer/2022070500/56816864550346895ddeba3f/html5/thumbnails/16.jpg)
What’s Next? • Buyer profiles will continue to evolve and
change• Fannie Mae and FHA guidelines becoming
more stringent• Emphasis on lifestyle and value