bohlke consulting group market research

8/9/2019 Bohlke Consulting Group Market Research

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Product ResearchTop PlanTop Plan

Product ConfigurationProduct Configuration

Monthly Permit ReportMonthly Permit Report

Consumer ResearchShopper SurveyShopper Survey

Buyer SurveyBuyer Survey

Customized ResearchProprietary SurveysProprietary Surveys Direct Mail or PhoneDirect Mail or Phone

Opportunity CommunitiesOpportunity Communities

Feasibility StudiesFeasibility Studies

Land ProformasLand Proformas

Focus GroupsFocus GroupsBohlke Consulting Group, LLC


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GeographyHouston, Austin, San Antonio, PhoenixHouston, Austin, San Antonio, Phoenix

Other Markets by RequestOther Markets by Request

Experienced Team MembersGary LatzGary Latz VP Consulting ServicesVP Consulting Services

Lindy BohlkeLindy Bohlke Director of Consumer ResearchDirector of Consumer Research

Eric BohlkeEric Bohlke Director of Product Research: Austin & San AntonioDirector of Product Research: Austin & San Antonio

Ryan BohlkeRyan Bohlke Director of Product Research: HoustonDirector of Product Research: Houston

Bohlke Consulting Group, LLC


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Identify Market Opportunities by:Identify Market Opportunities by:

Market AreaMarket AreaShould we be there?Should we be there?

Is this area an opportunity for us?Is this area an opportunity for us?

Do we stack up with our competitors?Do we stack up with our competitors?

Lot SizeLot SizeWhat are key lot sizes in a submarket?What are key lot sizes in a submarket?

Are we positioned to compete on a particular lot size?Are we positioned to compete on a particular lot size?

What do we need to do to compete on a particular lot size?What do we need to do to compete on a particular lot size?

Plan SizePlan SizeWhat size bands are consumers purchasing in a market area/submarket?What size bands are consumers purchasing in a market area/submarket?

What would our projected product mix be?What would our projected product mix be?



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Identify Market Opportunities by:Identify Market Opportunities by:

Product ConfigurationProduct ConfigurationWhat are the leading configurations in an area?What are the leading configurations in an area?

What configurations are successful by price and size?What configurations are successful by price and size?

Who are the target buyers for those configurations?Who are the target buyers for those configurations?

Do we have the plans to compete?Do we have the plans to compete?

What is our projected product mix?What is our projected product mix?

Plan PricePlan PriceWhat price range will be most successful in an area?What price range will be most successful in an area?

Buyer TypeBuyer TypeWho is our target buyer in an area?Who is our target buyer in an area?

What configurations, sizes and prices do they want?What configurations, sizes and prices do they want?

Do our plans meet the buyers needs?Do our plans meet the buyers needs?Bohlke Consulting Group, LLC


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Product DevelopmentProduct Development

Do it right, the first time, before allocating designDo it right, the first time, before allocating design

resources and making costly corrections in the field.resources and making costly corrections in the field.

Completion of existing seriesCompletion of existing seriesAny plans missing?Any plans missing?

MisMis--targeted plans?targeted plans?

Development of new seriesDevelopment of new series

Compare to topCompare to top--selling competitor plansselling competitor plans

696 in Houston, 441 in Austin, 376 in San Antonio696 in Houston, 441 in Austin, 376 in San Antonio

Plan FlowPlan FlowConfiguration, Placement of rooms, Additional and optional roomsConfiguration, Placement of rooms, Additional and optional rooms



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Plan Mix OptimizationPlan Mix Optimization

Optimize product/plan mixOptimize product/plan mixIncrease sales and profitabilityIncrease sales and profitability

Identify gaps in existing product seriesIdentify gaps in existing product seriesIdentify opportunities for entirely new product seriesIdentify opportunities for entirely new product series

Rationalize current product mixRationalize current product mixIdentify why certain plans are underperformingIdentify why certain plans are underperforming

Reduce cost of maintaining underReduce cost of maintaining under--performing plansperforming plans



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Community Plan MixCommunity Plan Mix

Correct product mixCorrect product mixBroadest customer appeal for best absorptionBroadest customer appeal for best absorption

Hit sweet spot of market: size, configuration, priceHit sweet spot of market: size, configuration, price

Accurate proforma mixAccurate proforma mixPlanning and budgetingPlanning and budgeting

Model selection and spec strategyModel selection and spec strategy



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Competition AnalysisCompetition Analysis

By community, by builderBy community, by builderActivity, Configuration, Size, Price, PPSFActivity, Configuration, Size, Price, PPSF

Price TrendsPrice Trends

Correctly identify relevant competitionCorrectly identify relevant competition

Sales strategy and tacticsSales strategy and tactics

War room exerciseWar room exercise



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PricingPricing

Identify opportunities for price optimizationIdentify opportunities for price optimization

Example: Bohlke data gave Builder AExample: Bohlke data gave Builder A

an opportunity to increase price onan opportunity to increase price on

bestbest--selling plan by $2,000 on 129 unitsselling plan by $2,000 on 129 units



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Product Data Obtained from:Product Data Obtained from:

Permit CollectionPermit CollectionFrom municipalities or by driving propertiesFrom municipalities or by driving properties

Price and size data are actualPrice and size data are actual..We do not average or spread data mathematically.We do not average or spread data mathematically.

Permits are reflective of actual marketPermits are reflective of actual market..Builder misjudgments are selfBuilder misjudgments are self--correcting.correcting.

9595--99% of permits identified for price, size and plan99% of permits identified for price, size and plan

Data Collected includesData Collected includes

Market Area, Submarket, Community, Builder, Plan,Market Area, Submarket, Community, Builder, Plan,

Price, Size, Configuration, Plan WidthPrice, Size, Configuration, Plan WidthBohlke Consulting Group, LLC


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Consumer Data Obtained by:Consumer Data Obtained by:

Shopper/traffic contact informationShopper/traffic contact information

From builders and developersFrom builders and developers

Duplicates purgedDuplicates purgedShoppers visit multiple buildersShoppers visit multiple builders

Blind survey of 2,500 shoppersBlind survey of 2,500 shoppers

1515--20% return yields over 500 respondents20% return yields over 500 respondentsStatistical reliabilityStatistical reliability

Shopper rates up to three buildersShopper rates up to three buildersProduces depth of responseProduces depth of response



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Customized ResearchCustomized Research

Tailored to each companyTailored to each company

All upon requestAll upon request

Proprietary per clientProprietary per client



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The EndThe End


bohlke consulting group market research

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