Ad-ology Research recently updated their Industry Marketing Insights report for Apartment Buildings. The following are the predicted Top 3 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• The National Apartment Association projects demand for nearly $1.1 trillion in new apartment buildings by 2030.
• Saltwater pools at apartment complexes are an emerging trend, as operators discover the lower maintenance cost of these pools, as well as their popularity among consumers.
• As more consumers use online apartment ratings, apartment operators face backlash from negative reviews. Many are taking action to monitor their online reputations by joining rating Web sites, addressing complaints posted on these sites and getting feedback.

The Industry Marketing Insights report for Apartment Buildings is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research. May 6, 2010]

According to the National Association of Realtors (NAR), the vacation home market is showing signs of recovery, with sales up nearly 8% and increased prices (up nearly 13%) following three years of declines. With one out of four second home owners buying homes with the intent to rent, the number and diversity of available vacation homes for travelers continues to remain steady.)

Homeowners are buying more vacation homes, particularly in popular vacation destinations in Florida, California, Arizona, and Nevada where home values have been hit hardest. The annual National Association of Realtors Investment and Vacation Home Buyers Survey released recently finds more than 70%t of vacation home sales in 2009 were in the South and West regions.

While baby boomers have historically led vacation home purchases, nearly half (47%) of the buyers in 2009 were under 45 years of age, with a median income of $87,500 – down from $99,100 just two years ago.

“It’s exciting that younger buyers are attracted to the vacation home market as both a long-term financial investment and a lifestyle decision,” says Brian Sharples, HomeAway co-founder and chief executive officer, who noted the NAR survey also finds vacation home owners plan to own their homes for an average of 16 years, up from 12 years in 2008 and 10 years in 2007.

The Internet plays an increasing role in the purchase of vacation homes, with nearly a third (32%) of vacation home buyers first looking online for properties for sale, up from 22% in 2008. One out of four (26%) vacation home buyers found their home on the Internet, up from 21% in 2008.

The economy continues to impact homeowners’ decisions to rent their homes.  According to the NAR report, nearly 70% of vacation home buyers who plan to rent their homes want to cover all or some of their costs.  Among vacation home owners who rent their homes, nearly two-thirds (65%) said the economy had a slight to significant impact on their interest in renting their home, up from 58% in 2008. Homeowners wanting to generate a profit from their vacation property increased to 28%, up from 19% in 2008.

Vacation Home Buyers Survey, National Association of Realtors (NAR). 31 Mar. 2010.   Web.  5 Apr 2010.

Ad-ology Research recently updated their Industry Marketing Insights report for Timeshare, Resorts and Condominiums. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• More places are offering points, which allows vacationers to be more flexible with their vacation days.
• Some resorts are “going green” to save energy, as well as to appeal to eco-conscious vacationers.
• Retiring Baby Boomers are poised to be a very lucrative market.
• Many Americans are choosing not to take their vacation days.
• Weaker demand is causing the average prices of timeshares to drop.

The Industry Marketing Insights report for Timeshare, Resorts and Condominiums is available on Ad-ology.com (Research Store) for $195 USD with local market data for any U.S. market.

[Source: Ad-ology Research. March 4, 2010]

Licensing continues to be a marketing workhorse for many companies. Retailers typically purchase licensed products from a wholesaler which may already have an agreement in place with the licensing company. As sales occur, the licensing company gets both an upfront royalty and an ongoing percentage of sales, not unlike a business franchise. Products that displayed or represented licensed characters or ‘entertainment properties’ generated $11.12 billion in 2009 sales.  The king of licensing revenues, Disney, controlled nearly half of these revenues.

However the licensed merchandise market extends beyond characters and into several other entertainment-related industries when it came to 2009 retail sales:

• Celebrities $4.65 (billion)
• Entertainment $11.12
• Estates $2.25
• Music $2.15
• Publishing $4.3
• Traditional Toys/Games $1.25
• Video games $450 million

Between 2008 and 2009, sales in every category dropped according to The Licensing Letter (TLL).  It’s too soon to tell how 2010 will play out but analysts note that merchandising opportunities for new feature film properties remain low because retailers and manufacturers do not want to invest in non-proven entities.  TLL analysts believe growth in the market will come from film sequels and TV series that have lasted at least two years.

Proof of this trend is found in the licensing program launched by Disney as its new movie Alice in Wonderland is set to open in theaters across the country.  Many believe the Disney brand is powerful enough to ensure success even if the characters in Alice in Wonderland have remained relatively obscure until now. So, well-known retailers such as Sephora and Bloomingdale’s will sell licensed jewelry, apparel and novelties connected to the movie’s characters.

[Sources: Proven Properties Dominate Entertainment Licensing in ’09, Entertainment Marketing Letter 2.15.10; Disney Launches Designer Alice in Wonderland, Company Release, Licensing.org, 1.28.10]