Bohlke Consulting Group, LLCMission To help our clients provide the right product (configuration, plan, size) at the right price, in the right market

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


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?


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


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


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


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


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


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


Customized Research Customized Research

Tailored to each companyTailored to each company

All upon requestAll upon request

Proprietary per clientProprietary per client


The EndThe End


Documents

Bohlke Consulting Group, LLCMission To help our clients provide the right product (configuration, plan, size) at the right price, in the right market