Stop, Look + Listen Carefully – The Red Room Interview
I had the honor of talking with Lorin Horosz, Vice President of Marketing, for Polaris Pacific’s The Red Room. The topic? Using focus group research to
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Research versus Pre-Sales Marketing – What You Need to Know
Unique community concepts in residential real estate do not come along often for most builders/developers. The need for pre-design research and pre-sales marketing increases when
Best Practices in Consumer Research: Using Demographics and Psychographics
Demographics and Psychographics appears in the January/February issue of NAHB’s Sales and Marketing Ideas Magazine. “You’ll read advice from marketing and research leaders in our
Talking with Customers? Start with the Big Picture.
Customers are waiting to tell you what they value most in the product you are designing, the very feedback you want to design the very
Walking and Talking
Building homes and designing communities make for interesting challenges. While other consumer products may have an emotional component, no other consumer product possesses the complexity
5 Fast Track Tips to Test a Concept — Go to the Pros
Need feedback in a hurry, or want to test an idea before you invest time and money to be sure certain you are starting down
Are You Investing in Home Design Features that Hit or Miss the Mark?
Designing just the right new home features package is challenging. One on hand, we want to design homes that appeal to our buyers and strike
Why Research + Strategy = Real Estate Marketing Wins
Homebuilding is an ever changing, highly competitive and risk-driven undertaking. Not only do you compete with other builders in your region, you also compete with
Marketing Strategies: Market Research is the Needed First Step
Many small- to mid-sized companies overlook the value of conducting market research when planning their marketing strategies, leaving significant risk in the design of the
Why Market Research Must Be the First Step in Your Marketing Plan
Most for-profit companies go into business believing they will be successful. Companies are launched with the belief their product or service is in demand; that