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]

Ad-ology Research recently updated their Industry Marketing Insights report for Home Inspection Services. The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months:

• Senior citizens are encouraged to get a home inspection to prevent any safety issues.
• Some businesses are offering free consulting classes for first-time home buyers and sellers.
• More businesses are going online, allowing customers to access their inspection reports via the Internet.
• The rapid growth of the industry led to an increase in inexperienced and unqualified inspectors.
• The housing market is experiencing a downturn, which is a big challenge to this industry.

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

[Source: Ad-ology Research. February 3, 2010.]

When the real estate market started its steep plunge in 2007 and 2008, the ad market for this sector dropped as well.  A recently published report by Borrell Associates points to a 20% decrease in real estate marketing during 2009 which brought total spending from $24.4 billion to $19.6 billion. But the outlook for 2010 is improving in the category. Analysts at Borrell are looking for a 3% rise in spending.

Here is where Borrell expects to see changes:

• Online marketing for real estate increased last year and will continue to gain market share in 2010.
• Government agencies and banks will up their placements in local newspapers to sell distressed properties.
• Realtors and other sellers will move into more use of one-to-one marketing techniques such as e-mails, thus bypassing local media properties.
• Marketers will use more online video to tout features of properties that are available.

While Borrell analysts acknowledge that the general slowdown in the real estate sector may endure for up to 5 more years – based on unemployment figures and high delinquency rates in current mortgages – they also expect that some of the marketing changes they are seeing will be permanent.

[Source: Research and Markets release, January 22, 2010]

As the housing market continues to struggle, builders are seeking demographic groups that represent potential buyers. Consumers in the 55+ demographic comprise one segment that might be willing to purchase a new home, if the price and the amenities are right. According to jointly funded research by the National Association of Home Builders and MetLife Mature Market Institute, up to 12% of consumers in this group plan to buy a home and about 26% are undecided about their future purchase plans.

This demographic also knows exactly what it’s looking for in a new home:

• Either close-in or outlying suburbs – 63%
• Single-story residence – 79%
• Master bedroom on first floor – 75%

But offering these features alone won’t be enough to induce a potential buyer to sign a purchase document. The top reasons for buying a new home, for this age group, include lower-maintenance living, closeness to family, and lower cost of living. Builders can tap into consumer aspirations by marketing desired services to potential homeowners and they may want to consider joining forces with local service providers to achieve sales. This strategy might be especially effective in new developments that are not specifically planned communities. Here are the top home and community services that consumers ages 55+ would like to enjoy:

• Outdoor maintenance service 52%
• Exterior home maintenance 50%
• Partial housekeeping 48%
• Major home repair service 47%
• Minor home repair service 47%

As the U.S. population continues to age and older consumers seek assistance, builders who can deliver the promise of maintenance services along with a new home stand to gain market share.

[Source:  55+ Housing: Builders, Buyers & Beyond, MetLife Mature Market Institute, 2009]