Long before the construction starts, Tineke is already busy with market research for a new project. Market research is an important basis for projects. Especially because Blauwhoed is a real market maker: developing new neighbourhoods in places where others do not want to or cannot develop. Complemented by information from co-creation, in which future and local residents think along with the plans, neighbourhoods are developed that are fully in line with the needs of residents.
Tineke would like to use all the information available about projects and the market. Now the gathering and combining of data sources takes her a lot of time. Analyzing complex relationships in large amounts of data is almost impossible as a human being. By making use of models, she wants to make Blauwhoed's market research more efficient and accurate. But most importantly, Tineke and her team can use their experience and expertise to interpret the market research.
This allows Blauwhoed to anticipate on market demand, not only for tomorrow, but also for the upcoming years. The core of this model are the Blauwhoed projects, which means that it fits optimally with the strategy to develop for niche markets, at places where others do not want to or cannot develop.
We combine housing and project characteristics, information about the neighbourhood, data from the housing market and economic conditions. This not only predicts potential in the form of prices. To gain insight into a location or area it is essential to know what drivers are for prices of certain types of houses. In locating new development locations, finding similar areas of succesful projects and living concepts helps.
Data is going to play an even bigger role in finding a home. As a project developer you become more relevant by proactively sharing recommendations for homes and possible extras based on individual wishes.
Certainly in the current market, the number of people interested in projects is high. Leads are already being collected in the preparation phase. But are these leads actually buying? And which marketing actions are most effective?