A typical Market Feasibility will focus on X elements. The location, the target market, the product, the performance metrics. Each of those elements will be defined by many underlining models, data, and experience. In some cases the project will be in martured or high demand market for the defined use. In another case, it might be in that market, but the defined use is new. Or, the project might be in a new or transitioning market with little to no market maturity or comps. Each assignment is unique based upon the given market and proposed opportunity. While MRC has a defined set of variables in all of its analysis, a given market may require additional metrics such as mobility rates, traffic analysis, and other detailed modeling. The base study will include the following:
- Opinion on Site and location
- The team will review all aspects of the site from a market and product delivery perspective. The objective is to clearly understand proximities, ingress/egresses, and positives & potential challenges that have a market effect.
- Target user definitions and projections
- MRC’s goal is to clearly define and project the target users. This project segment is the foundation for establishing potential product plans.
- Market demand and depth from an affordability perspective
- Demand is product type and market driven. Each market can have multiple product type opportunities and with that its own demand threshold. Demand is always unique to the product type. MRC's demand models include many variables to determine a true customer targeted pent up demand or over supply rating.
- Market drivers, market pricing elasticity, affordability and competitive thresholds
- The target market (competitive market) is defined, data collected, and data is analyzed for product tendancies, opportunities and challenges. This for the basis for Pricing, which is determined by understanding many variables including market segment, competitive environment, product type and demographic opportunities. In determining the correct pricing range, MRC focuses on several metrics including competition, demographics, elasticity, premiums, timelines and rent growth, launch date windows to name a few.
- Recommended project profile including mix by type and size; and pricing.
- Upon a full understanding of the critical factors, MRC then programs the unit mix and pricing for greatest opportunity of success at delivery and projecting five years out. If a client has an existing mix programmed, MRC will review that program against the findings, identify opportunities and challenges providing recommendations, and provide pricing evaluations.
- Amenities recommendations based upon market demographic & pricing.
- MRC will evaluate potential site and product amenities based upon a multi-variable understanding of the opportunity. MRC strives to clearly understand the user, the market, and the development opportunity in order to propose a set of amenities that are unique to the specific assignment by renter lifestyle, renter want, and development cost sensitivity.
- Projected performance expectations including absorption
- Based on competitive data and MRC modeling, performance expectations are determined that include pricing, market absorption and stabilization time frames.
- Project opinions and solutions
- MRC is completely objective in its reporting process. The project will be rated on many variables with the result being the foundation of an opinion. Regardless the grade of that opinion, MRC will include recommendations and solutions to enhance or cure what we see as potential opportunities and challenges.