Marketing Forecast from Ad-ology

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

* An increasing number of remodelers are involved in home modification work relating to aging-in-place. Planning for aging-in-place remodeling/renovation has increased 10% in the past three years, and 75% of remodelers report an increase in requests for aging in place projects.
* There is also expected to be increased demand from the rental market. The average age of U.S. rentals is 36 years and there has been little investment in rental stock, which is expected to spur the need for renovation/updates.
* Demand for home weatherization is predicted to grow as consumers increasingly seek to save money and energy. The U.S. Department of Energy reports that, on average, weatherization reduces heating bills by 32% and overall energy bills by about $350 per year at current prices.

Ask anyone in the real estate business and they’ll tell you the housing market has changed drastically in the past few years. Census Bureau data indicates that between 1945 and 2007, we were a nation of movers with up to 20% of us relocating annually. Often the moves meant consumers were selling one home and buying another. But in 2008, the mover rate dropped to 11.9%. Though that rate increased slightly to 12.5% in 2009, the top line numbers don’t show the whole story.

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.

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. More than 70% 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. According to the Vacation Home Buyers Survey, 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.

Ad-ology Research recently updated their Industry Marketing Insights report for Gutter Protection Installation Companies. 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.

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.