News from Market Perspectives

Strategic Marketing for the Real Estate Industry

Schleimer Awarded Prestigious NAHB
Active Adult Specialist Designation

John Schleimer, President of Roseville-based Market Perspectives, which provides real estate research and consulting services, has been awarded the new prestigious Certified Active Adult Specialist in Housing (CAASH) designation by the National Association of Home Builders (NAHB).

The CAASH program recognizes those within the home building industry who have contributed to the advancement of the 50+ housing market through their professionalism and expertise in research, product development and marketing.

Among its accomplishments, Market Perspectives conducted the first national mail-return survey of active adult home buyers in 2000 to determine this growing consumer segment’s motivations for purchasing a new home, their design and feature preferences and marketing techniques to which they favorably responded. The results of this survey were presented in a special program at IBS that year and featured in an exclusive article in Builder magazine.

In 2004 and 2005, one of Market Perspectives’ active adult builder clients was accorded 16 national awards at IBS for product design, model merchandising and marketing at the Best of 50+ Housing Awards and the National Sales and Marketing Awards.

Schleimer to Speak at IBS in Las Vegas

The Convention Education Committee of NAHB has selected John Schleimer to speak at the International Builders Show in Las Vegas, NV in January 2009. His program, “My First Active Adult Project,” will include George Rawson of Sonoma Ranch Homes and Lee Iverson of Iverson Architects. The presentation will discuss the pluses and minuses of having a builder’s first active adult either age-targeted or age-qualified and will also cover strategic planning involved in which approach should be used including the difference in community and product design, common-use amenities, marketing messages and sales staffing.

Schleimer Selected to Board of Directors for 50+ Housing Council of the Central Valley

The newly formed 50+ Housing Council of the Central Valley which includes the North State BIA, BIA of Delta and Building Industry of Central California, has selected John Schleimer to be on its initial Board of Directors. This council has been formed to promote and assist home builders who are currently involved or plan to enter the 50+ housing market. An ambitious agenda is being planned by this council for 2009 including special meeting presentations by 50+ housing experts and CAASH education courses.

Market Perspectives' Clients and Work Recognized

Market Perspectives' clients and their projects on which the firm has provided services have been recognized by several national and regional planning or design competitions including:

•	The Boulders at Sonoma Ranch (active adult project in Las Cruces, NM); silver finalist at 2003 Gold Nugget Awards at PCBC for floor plan design and active adult project of the year;
•	Orenco Station (New Urbanism community in Hillsboro, OR) was named one of the ten most influential residential developments in Builder magazine's first 25 years of publication in its April 2003 anniversary edition; and
•	Orenco Station was also showcased as one of the 26 most innovative and successful master planned communities in the world in the Urban Land Institute's recently published "Great Planned Communities."