A market analysis is a study of current supply and demand conditions in a particular area for a specific type of property. Such a study is used to indicate how well a particular piece of real estate will be supported by the market. It identifies the most likely users of the project and how well they are being served by the existing supply properties. In essence, the study shows that there is a need for a new project or if an existing project has a excellent future.
For an example, suppose you are considering construction of a new luxury apartment in a certain town. A market study would first look at the sources of demand for the units. It would identify a target market – a type of tenants most likely to be attracted to the property. This might include their income, typical family structure, and what they desire in a residence. It would then survey the market area to see how many of these people exist and where they live. A excellent study will project growth trends and target markets, because a likely source of tenants will be new arrivals.
Next, the study will examine supply conditions. The number and location of similar properties is identified. A survey of vacancies indicates how well supply matches demand. Features and characteristics of competing properties should be described and some indication of market rents should be found. In addition, any new projects that will come along should be identified.
Market analysis is part of a feasibility analysis. It is used to estimate the pace of rent increase or sales for a new project. It may be expressed as an overall absorption rate, such as the market needs 1000 new apartment units per year, or specific rate for the project, such as given current competition the project should capture 200 new rentals per year. This absorption rate estimate is vital and projecting the revenue production of a property.
Market analysis may indicate that there is small demand for the type projects envisioned. This would indicate that a change in plans is needed. The project can be redirected to a different target market. The study may also be used to help in the design of a project. A market analysis may indicate some feature that is lacking in the existing supply that may give your project a competitive advantage. At the same time, it will probably be necessary to offer the standard features of the competition. The market analysis will also help pricing and product for the indicated target market. Market analysis is a crucial study to undertake before beginning any new real estate development.
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