Ms. Real Estate

SAN FRANCISCO—Wouldn't it be convenient if someone had clear, intelligent answers to most of your CRE-related questions? Problem solved. Nina J. Gruen, a.k.a. Ms. Real Estate, a.k.a. the principal sociologist overseeing market research and analysis at Gruen Gruen + Associates, is here to answer readers' questions.

Dear Ms. Real Estate:

Since the late 90s, I have been developing multifamily for-sale housing in Greater Phoenix. My products (townhomes and mid-rise condos) have appealed to older buyers who downsized from elsewhere in the region, those who bought “vacation homes,” some intending to move permanently when they retire, and “snowbirds” who come south in the winter from their homes in Canada. Over the last several years, we have seen a change in the mix of demand for housing here, with a much higher proportion of entrants into our market consisting of singles and couples under 35 years of age. Of these younger workers, many have come here for jobs in businesses that have moved all or a portion of their operations here to attract workers that don't need to spend as much on the cost of living as they would in Silicon Valley. My question is twofold: First, are these younger migrants to our area likely to keep on coming? If the answer to that question is yes, do I need to significantly change my product model and marketing strategy?

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Nina J. Gruen

Nina J.Gruen has been the Principal Sociologist in charge of market research and analysis at Gruen Gruen + Associates (GG+A) since co-founding the firm in 1970. Ms. Gruen applies the analytical techniques of the social sciences to estimating the demand for real estate and to understanding the culture of the groups who determine the success of development, planning, and public policy decisions. She is a pioneer in synthesizing the results of behavioral research with quantitative time-series data to forecast market reactions. Market and community attitude evaluations and programming studies led by Nina Gruen have resulted in the development and redevelopment of many retail, office, industrial, visitor, and residential projects, varying in scale from a single building to large single- and mixed-use projects.

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