Market Analysis

Noell Consulting Group begins each engagement by understanding the audiences fueling demand for real estate, assessing the competitive landscape and choices open to the potential audiences. We then position our clients’ projects to maximize opportunities—including those that may not yet exist in the marketplace. 
Incorporating primary and secondary research, Noell Consulting Group performs market analyses informed by nearly 20 years of experience. 

Among the key questions we answer in our market analysis are the following:

• Who are the audiences fueling demand for products in the market?
• Which market audiences represent the biggest opportunities? 
• How will these audiences utilize the project and how can project appeal be maximized 
• How deep are these audiences and how does that depth translate into supportable units or square feet of space?
• What absorption rates are possible? Achievable?
• How should the project and land uses therein be positioned relative to the competition?
• What is the most appropriate allocation of land uses, product types, acres or units to maximize the likelihood of success?
• Who is the competition? How do we achieve competitive advantage?
• What is the highest and best use for a property or area?
• What are the short- and long-term opportunities for development or redevelopment?
• Who else has undertaken similar endeavors? What were the results? What steps led to their success or failure?
• What development program maximizes the likelihood of success?
• How much depth exists in the short-, medium- and long-term for commercial and residential land uses in defined areas?
• How can the market be influenced to enhance support for growth and development in targeted areas?

Consumer Research

Consumer research is critical to understanding target audiences, the preferences, values and likely receptiveness to new real estate offerings or developments.

Noell Consulting Group offers two types of consumer research:

Quantitative research across a large sample of the audience to gain statistically reliable insights

Qualitative research—most often in the form of focus groups—that solicits feedback to specific concepts, renderings, floor plans, etc. 

Consumer research is particularly critical when testing new concepts or introducing concepts to new target markets. Consumer research can be part of a larger project or its own project to provide new understanding of the market potential of your new product or growth plans—even where direct evidence of market receptiveness cannot be ascertained.

Among the key questions we explore for our clients are the following:

• What audiences respond best to my location, product or development concept?
• What are the key motivations, values, and preferences of the target market audiences? How do they affect these audiences’ real estate decisions?
• How should a development concept, program or product be adjusted to achieve optimal market penetration?
• Qualitatively, how do my target audiences receive my development concepts, floor plans, elevations, materials, etc.?
• How deep is the market for my real estate concept and how can I maximize my capture?
• What is most important to my target audiences, and what trade-offs are they willing to make or accept?
• Which products or concepts resonate most strongly with different audiences?
• How do target groups perceive various locations?
• How can their interest of perception be enhanced?

Financial Analysis

Even the most creative ideas don’t become reality if they don’t make solid financial sense. Providing services from financial optimization analysis to pro formas and residual land value analyses, NCG helps private- and public-sector clients understand the feasibility of their concepts and identify potential adjustments needed to maximize the odds of success. 

Among the key questions we can answer for our Financial Services clients are the following:

• What land prices are achievable given a specific market-based development program?
• What densities are needed to allow for feasible redevelopment of a property?
• What rates of return can be expected before and after financing?
• What mix of products will generate the greatest return on investment?
• What alternatives generate the greatest net revenue?