Bohlke Consulting Group, LLCMission To help our clients provide the right product (configuration,...
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Transcript of Bohlke Consulting Group, LLCMission To help our clients provide the right product (configuration,...
Bohlke Consulting Group, LLC
MissionMissionTo help our clients provide the right product To help our clients provide the right product
(configuration, plan, size) (configuration, plan, size) at the right price, in the right market area, at the right price, in the right market area,
to the right targeted consumer.to the right targeted consumer.
Serving the homebuilding industry for over 20 years.Serving the homebuilding industry for over 20 years.
Product ResearchTop Plan Top Plan
Product ConfigurationProduct Configuration
Monthly Permit ReportMonthly Permit Report
Consumer ResearchShopper SurveyShopper Survey
Buyer SurveyBuyer Survey
Customized ResearchProprietary Surveys – Direct Mail or PhoneProprietary Surveys – Direct Mail or Phone
Opportunity CommunitiesOpportunity Communities
Feasibility StudiesFeasibility Studies
Land ProformasLand Proformas
Focus GroupsFocus GroupsBohlke Consulting Group, LLC
GeographyHouston, Austin, San Antonio, PhoenixHouston, Austin, San Antonio, Phoenix
Other Markets by RequestOther Markets by Request
Experienced Team MembersGary Latz – VP Consulting ServicesGary Latz – VP Consulting Services
Lindy Bohlke – Director of Consumer Research Lindy Bohlke – Director of Consumer Research
Eric Bohlke – Director of Product Research: Austin & San AntonioEric Bohlke – Director of Product Research: Austin & San Antonio
Ryan Bohlke – Director of Product Research: HoustonRyan Bohlke – Director of Product Research: Houston
Bohlke Consulting Group, LLC
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?
Bohlke Consulting Group, LLC
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
Product DevelopmentProduct Development““Do it right, the first time, before allocating design Do 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?
Mis-targeted plans?Mis-targeted plans?
Development of new seriesDevelopment of new series
Compare to top-selling competitor plansCompare to top-selling competitor plans 696 in Houston, 441 in Austin, 376 in San Antonio696 in Houston, 441 in Austin, 376 in San Antonio
Plan FlowPlan Flow Configuration, Placement of rooms, Additional and optional roomsConfiguration, Placement of rooms, Additional and optional rooms
Bohlke Consulting Group, LLC
Plan Mix OptimizationPlan Mix Optimization
Optimize product/plan mixOptimize product/plan mixIncrease sales and profitabilityIncrease sales and profitability
Identify gaps in existing product series Identify gaps in existing product series
Identify opportunities for entirely new product seriesIdentify opportunities for entirely new product series
Rationalize current product mixRationalize current product mix Identify why certain plans are underperformingIdentify why certain plans are underperforming
Reduce cost of maintaining under-performing plansReduce cost of maintaining under-performing plans
Bohlke Consulting Group, LLC
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 mix Planning and budgetingPlanning and budgeting
Model selection and spec strategyModel selection and spec strategy
Bohlke Consulting Group, LLC
Competition Analysis Competition 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
Bohlke Consulting Group, LLC
Pricing Pricing
Identify opportunities for price optimizationIdentify opportunities for price optimization
Example: Bohlke data gave Builder A Example: Bohlke data gave Builder A
an opportunity to increase price on an opportunity to increase price on
best-selling plan by $2,000 on 129 unitsbest-selling plan by $2,000 on 129 units
Bohlke Consulting Group, LLC
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 self-correcting.Builder misjudgments are self-correcting.
95-99% of permits identified for price, size and plan95-99% of permits identified for price, size and plan
Data Collected includes Data Collected includes Market Area, Submarket, Community, Builder, Plan, Market Area, Submarket, Community, Builder, Plan,
Price, Size, Configuration, Plan Width Price, Size, Configuration, Plan Width Bohlke Consulting Group, LLC
Consumer Data Obtained by: Consumer Data Obtained by:
Shopper/traffic contact informationShopper/traffic contact information
From builders and developersFrom builders and developers
Duplicates purgedDuplicates purged Shoppers visit multiple buildersShoppers visit multiple builders
Blind survey of 2,500 shoppersBlind survey of 2,500 shoppers
15-20% return yields over 500 respondents 15-20% return yields over 500 respondents Statistical reliabilityStatistical reliability
Shopper rates up to three builders Shopper rates up to three builders Produces depth of responseProduces depth of response
Bohlke Consulting Group, LLC
Customized Research Customized Research
Tailored to each companyTailored to each company
All upon requestAll upon request
Proprietary per clientProprietary per client
Bohlke Consulting Group, LLC
The EndThe End
Bohlke Consulting Group, LLC