Marketing Forecast from Ad-ology

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.

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.

Ad-ology Research recently updated their Industry Marketing Insights report for Home Inspection Services.

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.

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.