International Builders' Show
February 19 - 21, 2019
Las Vegas, NV
FEB 19-21

Principles of Residential Marketing: Research & Analysis Classroom

Sunday, February 17 | 9:00 AM - 5:00 PM

Location: Encore Hotel - Brahms 1

Related Designation(s): CMP, MIRM

Signature Group(s): Pre-show Course

Continuing Education: NAHB - 6.0 CE hour(s)

Course Description / Outline

Developing a successful new home community depends on solid market research and planning from start to finish. This classroom course (Part 2) applies the research and analysis concepts from the online course (Part 1) through hands-on training using your completed exercises (required) from the online course. You will deepen your understanding of the key aspects of adaptability, evaluations, level of control and flexibility to achieve successful development projects. You will also learn how to continually revisit and revise strategies based on ongoing research.

The Principles of Residential Marketing: Research and Analysis Online course (Part 1) must be completed separately and is a pre-requisite for taking this classroom course.

As a graduate of this component of the course, participants will be able to:
  •Compare the different types of market research
  •Identify the available data sources for conducting market research and analysis
  •Conduct consumer research
  •Develop a research strategy for a project
  •Describe an approach for organizing market research
  •Identify macro and micro aspects of a proposed property for development
  •Identify the ramifications of various macro and micro aspects of site evaluation to development projects
  •Describe the purpose and elements of a pro forma for a development project
  •Use the pro forma as an analysis and financial decision making tool for a development project
  •Describe the value of psychographic research to development project planning and success
  •Apply psychographic research to community and home design
  •Describe the role of market-product analysis in product pricing
  •Use a regression analysis tool to determine product pricing
  •Describe various pricing strategies and their typical outcomes in the market
  •Identify best practices for project development evaluation procedures

This Course Qualifies For:
  •6.0 CE for AIBD
  •6 CE for all NAHB Designations except HCCP

How to Register:

Attendees must register separately for pre-show courses, which require an additional fee. If you are attending IBS, pre-show courses can be added during the IBS registration process. If you are not attending IBS you can register online in advance for a pre-show course only. Registration for pre-show courses will close in advance of the show. Limited onsite registration may be available on a first-come, first-serve basis.


NAHB Council Member Fee: $249
NAHB/NKBA Member Fee: $279
Non-Member Fee: $419

Sponsored by:

Lowe's ProServices

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  • 1201 15th St NW
    Washington, DC 20005

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