Boston Realtors Focus on Groups

Property sales and marketing consultancy The Marketing Group of New England (TMG) has branched out with the launch of a focus group product for residential developers. The service aims to help them design and build the right product for the current market.

Based in Boston and with $1.5 billion worth of total residential property sales, the firm specialises in project-dedicated residential marketing, sales and brokerage, including design consultation and market research.

The new focus group services complement the firm's more traditional quantitative market research services, which enable developers to look at cost and numbers driven data, economic factors, general marketing conditions, pricing analysis and other real estate metrics. The discussions involve small groups of pre-qualified participants and cover areas including neighborhood and location impressions, design and unit mix, floor plans, amenities, finish levels, upgrades and pricing.

The company says it has been piloting the new methodology since late 2010 with one major client and is presently in discussions with several other leading residential developers to conduct similar research projects on multiple developments.

Founder and President Diane Maloney says , 'In the current market, with very tight project financing and increasingly sophisticated buyers and renters, it is critical for developers to leverage the market research techniques that consumer product and packaged goods companies have employed for decades. For minimal cost, focus groups can make all the difference in building the right product for the current market.'

Web site: www.themarketinggroupboston.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.