ABSTRACT
The Market Analysis and Marketing Strategies Tasks are performed continuously throughout the Real Estate Development Process. This chapter describes the market analysis and marketing strategies tasks which can be divided into five categories: conduct site-level strategies, analyze current and future market conditions, analyze competitive properties and determine promotional and advertising programs and market forecasting strategies. The Market Analysis and Marketing Strategies Tasks are sometimes confusing because developers in a given Stage of development must sell the opportunity to developers in the next Stage of development. However, both sets of developers need to understand the needs of the end-users in the Building Operations Stage. Developers need to reach out to professionals outside of their company to participate in the market analysis and strategy and to be part of the marketing team. The overwhelming abundance of data in the electronic and connected marketplace forces developers to critically analyze relevant trends and emerging market changes.
