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Business Geography and New Real Estate Market Analysis.$
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Grant Ian Thrall

Print publication date: 2002

Print ISBN-13: 9780195076363

Published to Oxford Scholarship Online: November 2020

DOI: 10.1093/oso/9780195076363.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 16 October 2021

Conducting Real Estate Market Analysis

Conducting Real Estate Market Analysis

(p.78) 4 Conducting Real Estate Market Analysis
Business Geography and New Real Estate Market Analysis.

Grant Ian Thrall

Oxford University Press

This chapter establishes a general framework for conducting market analysis for all types of real estate. The subsequent chapters show how, with appropriate modifications, this general framework applies to specific real estate product types. The following chapters also include examples of the general approach introduced here. Four general steps must be included in all real estate market analysis. This chapter will progress through each of the four steps. First, a trade area, also known as a market area, must be established from which to draw the data for the real estate market analysis. Explanation is provided on how to delineate a trade area for the project, including how large the trade area is and the geographic delineation of its boundaries. Second, to evaluate the competitive position of the project, competing supply is estimated. Competing supply includes both current and projected supply within the trade area derived in the first step. To identify competitive projects, the market analyst must also determine what segment the real estate project is to compete in. Third, demand must be measured. Demand estimation includes the assembly and use of projections of economic, geographic, and social indicators that together influence the demand for a specific real estate project. Occasionally, data readily available from commercial data vendors are inadequate for specific types of real estate projects. In these circumstances, demand is estimated using primary research, including surveys and focus groups, as well as assembly of primary data. The fourth step is compiling the report and presenting the analysis to client. The report must reconcile the results of the foregoing three steps with the goals and needs of the client. The client may be an investor, a developer, a redevelopment agency, and so on. The objectives of the client might influence how the fundamental first three steps are interpreted. The market analysis report generally concludes with recommendations, as well as a description of the overall project within the wide context of the economic, geographic, and social forces that are shaping the urban built environment. The analyst draws conclusions, including projecting absorption rates and pricing recommendations.

Keywords:   agglomeration, bandwidth, cannibalization, demand segmentation, factorial method, geodemographics, information arbitrage, kernel method, market area

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