Page 1

Consumer Insights Top Amenities by Generation Top 50 MPCs of 2013 & more!

1


ConsumerInsights What Do You Call Home?

NATIONWIDE SAMPLE

Consumer research in the real estate world is often overlooked because it is difficult and expensive to conduct. However, understanding what home buyers value is critical, given the market climate and competitive field today. Our 3rd annual Consumer Insights couples our timely market research with qualitative findings from our proprietary “What Do You Call Home?” survey to provide better information on consumer marketing strategies for your communities.

2

Over 22,000 responses are collected across the nation annually. We have access to over 50,000 total responses in our past survey database.

PARTNERS

Builders, developers, and Zillow joined in the effort nationwide by sending an e-mail to their prospective shoppers.

E-MAIL SURVEY

Over 100 questions and several hundred variables regarding shopper’s opinions on their next home and community.


Insight Customized to Increase Your Bottom Line Consumer Insights is a “focus-forward� study so that real estate practitioners can use this information to make strategic decisions moving forward. The information can be customized to meet your needs.

GEOGRAPHIC

We understand that geography affects consumer preferences. Responses can roll up to a national or regional level or drilled down to the MSA or submarket level.

PRICE POINT

We understand that affordability is different for each new home shopper. Respondents were asked their desired price point and payment in their next home; our report can be filtered accordingly.

GENERATIONS & LIFESTAGE

We understand that lifestage impacts purchasing behaviors. Reports are available specifically for 55+ and the millennial buyers.

Fantastic Insight On: HOME To learn more about how you can better develop your next community, marketing strategy, or new product design, please contact:

Kitchen Bathroom Private outdoor living Great space Architectural style Yard preferences Specifications & Technology

MOLLIE CARMICHAEL Principal

COMMUNITY

mcarmichael@realestateconsulting.com (949) 870-1219

Community amenities Lifestyle

INTERIOR STYLE

Interior style preferences Exterior style preferences Interior specifications Texture Color

ATTITUDES

How they live How they shop What they value

3


Consumer

Insights

81%

of prospective shoppers say the design is one of the most important factors motivating them to buy a new home.

80%

will consider a smaller backyard if it is designed as a great outdoor space.

Consumer

Insights

4


Consumer

Insights

Look out for multi-generational living! 39% plan on an elderly parent and 35% plan on a child over 18 living with them with their next purchase.

67% of all shoppers have pets.

Consumer

Insights

5


Consumer

Insights

Top Amenities Check out what more than 20,000 new home shoppers shared as the amenities they most wanted in their next community. Below are the top 25 preferences by generation. The major differences relate to the presence of children for the younger generations.

Boomers

Born 1946 to 1964

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Gen X

Born 1965 to 1979

Gen Y

Born 1980 to 2000

*

Grocery Store Close By

Grocery Store Close By

Grocery Store Close By

Restaurants Close By

Restaurants Close By

Restaurants Close By

Walking Trails

Walking Trails

Fitness Center

Fitness Center

Fitness Center

Walking Trails

Village Square

Recreational Center

Children’s Park

Shopping

Village Square

Shopping

Wi-Fi Internet Access in Public Areas

Shopping

Recreational Center

Community High-Speed Internet

Wi-Fi Internet Access in Public Areas

Recreational Center

Community High-Speed Internet

Community-Wide events

Shaded Areas

Shaded Areas

Children’s Park

Community High-Speed Internet

Organized On-Site Programming

Community-Wide events

Shaded Areas

Community Intranet with Events, Clubs, Bulletin Boards, etc

Organized On-Site Programming

Yoga/Pilates Studio

Running

Dog Park

Lake, Pond, Stream, and Water Elements, $50/Month

Community Intranet with Events, Clubs, Bulletin Boards, etc

Running

*

All three generations ranked Fitness Center and Walking Trails as top amenities above retail shopping.

Wi-Fi Internet Access in Public Areas

*

Wi-Fi Internet Access and a Community Intranet with Events, Clubs, etc. are more Village Square important to the Boomers than they are to Community-Wide events Gen X and Gen Y.

*

Community-Wide events rank above pools, parks, and other typical amenities. Events can be much less expensive too!

Children’s Water /Play Area

*

Look for our future trends in what consumers want in communities and homes by generation. We believe it starts with your consumers. 6

Today’s shoppers rated Service & Retail as the most important amenities for their next community purchase.

A Dog Park is among the top park choices. It scored highest for Gen Y, followed by the Boomers.


Consumer research in the real estate world is often overlooked because it is difficult and expensive to conduct. However, understanding what home buyers value is critical, given the market climate and competitive field today. Our 3rd annual Consumer Insights report couples our timely market research with qualitative findings from our proprietary “What Do You Call Home?” survey to provide better information on consumer marketing strategies for your communities.

Gen X

Boomers

16 17

Gen Y

Born 1965 to 1979

Born 1946 to 1964

Born 1980 to 2000

Hiking Trails with Historical Markers of the Area

Tennis Courts

Live Music in the Park

Yoga/Pilates Studio

Sport Fields

Remote Guard Gate, $50/month

Sport Fields

Basketball Courts

Dog Park

Children’s Water/Play Area

Tennis Courts

Cycling

Hiking Trails with Historical Markers of the Area

Yoga/Pilates Studio

Open Space, $50/Month

Lake, Pond, Stream, and Water Elements, $50/Month

Hiking Trails with Historical Markers of the Area

22

Amphitheater Outdoors

Dog Park

23

Adult-only Pool (18+)

Cycling

Art Shows in the Park

Basketball Courts

Lake, Pond, Stream, and Water Elements, $50/Month

Library

Live Music in the Park

Live Music in the Park

18 19 20 21

24 25

WATER

ADVENTURE

NATURE

ARTS &

ENTERTAINMENT

PARKS

Organized On-Site Programming

*

Events and experiences, as a whole, rank above “hard amenities” like a pool.

Community Intranet with Events, Clubs, Bulletin Boards, etc

Movies in the Park

REC CENTER

EVENTS

SERVICE & RETAIL

SPECIAL AMENITIES

Let us help! We can help optimize your community and home design for better homes, better places, and better profit. Please contact Mollie Carmichael at mcarmichael@realestateconsulting.com or (949) 870-1214. WWW.REALESTATECONSULTING.COM

7


Consumer

Insights New Home Shoppers

Generations

Let’s look at who’s shopping out there today for a new home! Who are they? What do they want? This infographic is part of a new series of studies by JBREC on generational differences, based on responses from 22,000 new home shoppers. This Generations infographic details each generation’s life stage and behavior in regards to purchasing a home. Visit www.realestateconsulting.com and let us help your team improve your home or community strategies by better understanding your consumers by specific location.

New Home Shoppers

Boomers

New Home Shoppers

Gen X

Born 1946 to 1964

Gen Y

Born 1965 to 1979

Born 1980 to 2000

LIFE STAGE Family

Single

21%

Family

Single

66%

14%

79%

10%

34%

have 2 or fewer people in household.

have 2 or fewer people in household.

Family

Single

44%

9%

56%

have 2 or fewer people in household. Highest percentage of college graduates at 45%

PAYMENT, PRICE, AND DOWN PAYMENT

47%

of Boomers have a down payment of 30% or greater—thanks to their home equity. This generation is looking for the lowest monthly payment but not necessarily the lowest price. Boomer payments are lower than Gen Y because they are moving down and putting down equity. Their larger down payments help! This consumer will rely heavily on equity—particularly for the consumer that needs to travel further out to purchase or “cash out” for financial security.

47% Gen X

are paying the highest monthly payments...not the Boomers. They also have the highest incomes.

of Gen Y will rely on savings for their down payment. They are the most budget-conscious of all shopping groups. They are almost 2x more likely to get their down payment from their family than Gen X.

18% will pay $2,500+/month

28% will pay $2,500+/month

19% will pay $2,500+/month

69% want a home under $2,500/month

45% want a home under $2,500/month

52% want a home under $2,500/month

33% are looking for a home priced above $400k (varies by geography)

37% are looking for a home priced above $400k (varies by geography)

26% are looking for a home priced above $400k (varies by geography)

8

WWW.REALESTATECONSULTING.COM


Consumer

Insights

Over 62%

will use either their tablet or mobile phone while shopping for their next home.

Top kitchen features include large islands, walk-in pantries, and high-tech appliances.

Consumer

Insights

9


50

Top

Master-Planned Communities of 2013 2013

2012

YOY% ∆

Villages of Lake Sumter, LLC

3,419

2,851

20%

THE IRVINE RANCH1 Orange County, CA

The Irvine Company

1,444

1,434

1%

4

CINCO RANCH Katy, TX (Houston)

Newland Communities

854

982

-13%

5

MOUNTAIN'S EDGE Las Vegas, NV

Focus Property Group

841

948

-11%

10t

NOCATEE Ponte Vedra, FL (Jacksonville)

The PARC Group

838

508

65%

7

RIVERSTONE Houston, TX

Johnson Development Corp.

791

605

31%

6

PROVIDENCE Las Vegas, NV

Focus Property Group

726

760

-4%

3

THE WOODLANDS Houston, TX

The Woodlands Development Company

649

1,007

-36%

8

LAKEWOOD RANCH Sarasota, FL

Schroeder-Manatee Ranch, Inc.

618

573

8%

13

ALAMO RANCH2 San Antonio, TX

Galo Properties

600

500

20%

10t

STAPLETON Denver, CO

Forest City

570

508

12%

14

SUMMERLIN Las Vegas, NV

The Howard Hughes Corporation

566

471

20%

28

CROSS CREEK RANCH Houston, TX

Johnson Development Corp.

509

301

69%

16

LAKE NONA Orlando, FL

Tavistock Group

475

441

8%

2013

2012

1

1

THE VILLAGES The Villages, FL (Central FL)

2

2

3 4 5 6 7 8 9 10 11 12 13 15

N/A

ALIANA Houston, TX

Aliana Development Company

464

304

53%

16

24

WOODFOREST Montgomery, TX (Houston)

Johnson Development Corp.

457

308

48%

14

Net Sales

Developer

Project Name & Location

Rankings

18

SIENNA PLANTATION Houston, TX

Johnson Development Corp.

445

387

15%

CANYON LAKES WEST Cypress, TX (Houston)

Land Tejas Companies

378

190

99%

18

N/A

19

15

BRAMBLETON Ashburn, VA (Washington)

Soave Enterprises

373

466

-20%

31

VALENCIA Los Angeles, CA

FivePoint Communities

372

282

32%

32t

FIRETHORNE Houston, TX

JDC/Firethorne

361

280

29%

N/A

RANCHO MISSION VIEJO

360

0

N/A

26

DAYBREAK Salt Lake City, UT

Kennecott Land

353

304

16%

50t

CANE BAY PLANTATION Charleston, SC

Gramling Brothers Real Estate & Dev.

341

214

59%

17

34

EAGLE SPRINGS Humble, TX (Houston)

Newland Communities

321

277

16%

20 21 22 23 24

25 

Rank Increased

1

Rank Declined

2

San Juan Capistrano, CA Rancho Mission Viejo, LLC

Irvine includes Cypress Village, Portola Springs, Stonegate, Woodbury & Laguna Altura Estimate


Project Name & Location

Developer

47

CANYON HILLS Lake Elsinore, CA (Riverside)

27

N/A

CRYSTAL FALLS

28t

Rankings

2012

Pardee Homes

308

223

38%

The Lookout Development Group

305

176

73%

29t

VALENCIA RESERVE Palm Beach, FL

GL Homes

299

292

2%

19t

SHADOW CREEK RANCH Houston, TX

Shadow Creek Ranch Development

299

362

-17%

22

MOUNTAIN HOUSE Tracy, CA (Central Valley)

Shea Homes

290

333

-13%

29t

VISTANCIA Phoenix, AZ

Sunbelt/Shea Homes

266

292

-9%

37

THE MEADOWS Castle Rock, CO (Denver)

Castle Rock Development Company

263

250

5%

19t

FISHHAWK RANCH Lithia, FL (Tampa)

Newland Communities

256

362

-29%

34

N/A

STONE RIDGE

Van Metre Homes

254

171

49%

35

48

ESTRELLA Goodyear, AZ (Phoenix)

Newland Communities

252

222

14%

N/A

DURBIN CROSSING2 Jacksonville, FL

Durbin Crossing LLC/Durbin Crossing N. LLC

250

212

18%

40

TERAVISTA Round Rock, TX (Austin)

Newland Communities

249

238

5%

38

N/A

PAVILION PARK AT GREAT PARK Irvine, CA

Five Point Communities

245

0

N/A

39

39

HASTINGS FARMS Queens Creek, AZ (Phoenix)

William Lyon Homes

244

242

1%

40

N/A

ONE LOUDOUN Ashburn, VA (Washington, DC)

Miller & Smith/North American Seksui House, LLC

243

75

224%

41t

35t

ST. CHARLES St. Charles, MD (Washington, DC)

St. Charles Companies

241

271

-11%

41t

41

VERRADO Buckeye, AZ (Phoenix)

DMB

241

233

3%

43t

42

HERITAGE WAKE FOREST Wake Forest, NC (Raleigh)

Ammons Development Group

235

232

1%

43t

N/A

WESTRIDGE Dallas, TX

D.R. Horton

235

197

19%

45

35

ROSEDALE Azusa, CA (Los Angeles)

Brookfield/CDG/Starwood Capital

234

271

-14%

46t

N/A

WESTHEIMER LAKES Katy, TX (Houston)

Land Tejas Companies

230

159

45%

46t

N/A

RIVERSTONE Naples, FL

GL Homes

230

188

22%

48

38

THE BRIDGES Delray Beach, FL (West Palm)

GL Homes

225

245

-8%

N/A

OAKHURST AT KINGSWOOD Houston, TX

Friendswood Development

224

221

1%

HIGHLANDS RANCH2 Denver, CO

Shea Homes

220

507

-57%

30 31 32 33

28t

2013

26

2012

YOY% ∆

2013

Net Sales

37

36

   

49 

50

12

Leander, TX (Austin)

Aldie, VA (Washington, DC)

TOTAL

23,463

20,875

12%

SOURCE: John Burns Real Estate Consulting, LLC, January 2014

11


MOLLIE CARMICHAEL Principal Mollie is a Principal in our custom consulting practice. For over 25 years, Mollie has helped companies increase profits dramatically by understanding the market and consumer first. She is passionate about guiding strategic planning decisions with consumer and market based methodologies in order to optimize financial results. Mollie has led research efforts throughout the country on masterplan communities and individual neighborhood design where companies. In addition to managing various consulting assignments, Mollie leads our firm’s Consumer Insights research to help our clients understand what consumers value in their homes and communities. Prior to joining the company, Mollie served as a Vice President of Strategic Marketing for Lennar, Centex Homes, Pulte Homes/Del Webb and Vice President of Residential Product Planning at The Irvine Company, where she led strategic planning, target land acquisition strategies, acquisition and market study due diligence, consumer and product segmentation, quantitative and qualitative consumer research, competitive research, as well as tactical media planning, model and sales office merchandising. Mollie has been quoted in various media publications including the Wall Street Journal, MSNBC, Reuters, Businessweek, and Professional Builder. She has been a speaker on Consumer Insights and innovative planning ideas throughout the country including PCBC, ULI, UBS, and other specific venues. Affiliations ULI – Community Development Council Building Industry Association 55+ Housing Council

12


Trusted Analysis for Executive Decisions INSIGHT With over 45 consultants and research analysts working together to provide understanding and clarity through the intricacies of an ever changing real estate cycle, our objective is to make you more successful. Through straightforward and open dialogue, we can determine how to best put our experience and knowledge to work in a way that assists you in reaching your business goals and financial targets. RELATIONSHIPS We have worked with every stakeholder in the industry: builders and developers, private and institutional investors, financial and legal service firms, and building product manufacturers. This dense network of high achieving professionals allows us to see more clearly, create opportunity and generate creative solutions. RESULTS Our team’s understanding of the complexities posed through changing economic and business climates is demonstrated through our consistent ability to deliver timely service with exceptional results.

KEY LEADERSHIP

Our team, led by experienced industry executives, is committed to helping our clients make great investment decisions based on knowing the facts.

John Burns CEO

Don Walker President

Mollie Carmichael Principal

National Market Outlook & Forecasts

Portfolio & Valuations

Consumer Research & Community

Steve Dutra Sr. Vice President

Lisa Marquis Jackson Sr. Vice President

Lesley Deutch Sr. Vice President

Research & Data

Business Development

Florida Market Leader

Jody Kahn Sr. Vice President

Ken Perlman Sr. Vice President

Pete Reeb Sr. Vice President

Builder, Land, & Geographic Insight

Southwest Market Leader

So. California Market Leader

Lance Ramella Sr. Vice President

David Kalosis Sr. Vice President

Dan Fulton Sr. Vice President

Midwest Market Leader

Southeast Market Leader

Mid-Atlantic Market Leader

Dean Wehrli Sr. Vice President

Paige Shipp Sr. Manager

No. California Market Leader

Texas Market Leader

WWW.REALESTATECONSULTING.COM

(940) 870-1200 13


Consulting Services

Our Custom Consulting Team helps our clients maximize opportunity in the housing market. Our clients benefit from a team who applies their public and private home building background, local market insight, and analytical processes to market research.

Advisory 1. Market Feasibility 2. Consumer Research 3. Valuation & Cash Flows 4. Community Planning 5. Apartment Analysis 6. Litigation Support 7. Performance Improvement 8. Demand Model by Lifestage 9. Business Plan/Strategy Development 10. Loan Workouts/Restructuring

Market Health

11. Commercial Analysis 12. Urban Residential & Mixed Used Redevelopment

People/ Demographic Shifts

Marketing and Sales

13. International & Resort Services

Financial Testing

Societal/ Geographic Personality

Clients • Builders & Developers • Private Equity • Institutional Investors • Building Products • SF Rentals

Product

• Other

Consumer Personality & Preferences

Competitve Environment Housing Supply 14

Demand by Lifestage and Price


Research

Services

Metro Analysis & Forecast

MAF

This monthly report provides an overview of major housing metrics within a MSA. This is combined with local insight, proprietary surveys, and extensive data analysis to provide a complete picture of the important housing dynamics and shifts within a given markets.

Regional Analysis & Forecast

RAF

A comprehensive monthly report that summarizes important information by ten regions and key metro areas. This includes fiveyear pricing forecasts, supply and demand, and housing affordability and market health.

Monthly Proprietary Builder Survey

This is the timeliest survey on housing conditions released in the industry being delivered to our clients’ inbox by the third business day of the month. This is the best monthly monitor of new home market conditions with feedback from approximately 2,000 communities across 80 metros with a mix of public and private home builders.

Quarterly Proprietary Land Survey and Land Index

Our quarterly land survey and index provides a balanced qualitative and quantitative approach to understanding the land market using a proprietary model built though published data, local expertise, and our own market knowledge.

National Consumer Research

We partnered with builders and developers across the nation to launch our third annual consumer insights survey. The combined three surveys have presented more than 50,000 total responses of prospective homebuyers.

Ongoing Insight

U.S. Housing Analysis & Forecast

USHAF

This monthly report examines over 150 metrics related to housing, and includes an executive summary providing an overview of the important metrics affecting the housing metrics and our view of is impact on the future.

Home Builder Analysis & Forecast

HBAF

This report examines each of the publicly traded home builders based on their geographic footprint, ranked by their forecasted market growth in mid, small and micro-cap. It also includes location comparisons of builders based on the builders’ markets fundamentals and submarket desirability.

Apartment Analysis & Forecast

AAF

A wide-ranging quarterly report including economic outlook for the multifamily market and analysis on the interplay between housing and apartment market dynamics and demographics. Included are five-year apartment rent forecasts, and rankings of top apartment REITs based on their regional diversification and economic factors

White papers: We publish thorough research reports covering relevant and important topics.

Truth in Housing: A regular email update on significant information that was not reported in the press including findings of non-confidential information we uncover in the field and through our industry contacts.

Public Builder Call Summaries: We summarize key performance statistics and market insight from the public builder quarterly earnings conference calls.

Industry Expert Webinars: We sponsor webinars with Q&A that inform our clients of timely market and consumer research.

The Summit

Our annual client-only conference, The Summit, where we gather leaders across the housing industry for one and a half days of thought-provoking discussion and networking. For more information about our research, please contact:

Lisa Marquis Jackson Sr. Vice President lmjackson@realestateconsulting.com (214) 389-9003

15


Office Locations ATLANTA, GA 12600 Deerfield Parkway | Suite 100 Alpharetta, Georgia 30004 DIR: (770) 286-3493

BOCA RATON, FL 1900 Glades Road | Suite 205 Boca Raton, Florida 33431 DIR: (561) 998-5814

CHICAGO, IL 3108 State Route 59 | Suite 124-247 Naperville, Illinois 60564 DIR: (630) 544-7826

DALLAS, TX 5220 Spring Valley Road | Suite 215 Dallas, Texas 75254 DIR: (214) 389-9003

IRVINE, CA 9140 Irvine Center Drive | Suite 200 Irvine, California 92618 DIR: (949) 870-1200

NEW ENGLAND 155 Fleet Street | Suite 11 Portsmouth, New Hampshire 03801 DIR: (603) 235-5760

SACRAMENTO, CA 7840 Madison Avenue | 187 Fair Oaks, California 95628 DIR: (949) 870-1200

SAN DIEGO, CA 4250 Executive Square | Suite 540 La Jolla, California 92037 DIR: (858) 558-8384

WASHINGTON, DC 11710 Plaza America Drive | Suite 2000 Reston, Virginia 20190 DIR: (703) 447-7171

16

WWW.REALESTATECONSULTING.COM


Millions discover their favorite reads on issuu every month.

Give your content the digital home it deserves. Get it to any device in seconds.