(FALL 2009)

Understanding Housing Markets and Consumers (Section 1) MGMT X460.95  (2.5)

A required course in the Marketing for the Residential Builder Specialized Studies Program.
Learn how to find the information that's critical to the homebuilding business. This course will allow you to gain understanding of the demographic, economic and psychographic factors that affect housing supply and demand. You'll also learn to employ a model that projects opportunities for specific local markets. To create an effective marketing plan for your residential development, you need a thorough understanding of the housing industry's customers, as well as the ability to understand the state of the market for new homes. Begin with the basics as you explore the variety of homebuilding firm management structures, company organization and finance, as well as land acquisition and the entitlement process. Gain an insider's grasp of the changes occurring today in the housing market that will affect future operations and the factors influencing real estate markets, such as the economics of the marketplace, market research principles and methods that affect demand and supply of housing. Lectures, discussions among your colleagues and a Saturday field trip will give you the practical knowledge you need to understand the housing market and consumer of today. Build your marketing program on a foundation of insight into the housing industry. Enrollment limited. Early registration advised.

Michael Hixson, M.B.A., MIRM, is a 25-year veteran of the homebuilding industry, specializing in sales and marketing of new homes for builders and financial institutions. He has served as president of the Institute of Residential Marketing of the National Association of Homebuilders (NAHB), and of two local Sales and Marketing Councils, and is a certified national instructor for the NAHB. Hixson is executive vice president of The Ryness Company, with offices in Newport Beach and statewide.

Rita Lamkin, B.A. Communications, MIRM, Certified Active Adult Specialist in Housing and president of Preface, Inc., provides market research and consulting services to residential, resort and community developers. A 30-year veteran of real estate product development, marketing and sales management, Lamkin held executive positions with premiere developers The Irvine Company, Arvida/Disney and Trammel Crow Residential.