Among the strategic actions carried out by the CSIM, one of the most outstanding for its importance and impact has been the completion of a wide and ambitious market study on the communities of owners.
The main objective of the study has been to find out the purchase criteria of the co-owners and their future evolution, which will help to find the keys that will answer the way in which the future owners will buy real estate services in a horizon of 10 to 15 years, thus anticipating the demands of the future buyer. Based on the data obtained, potential solutions have also been worked on to develop in the future. In this way, companies dedicated to building management and services will have an indispensable tool to face the challenges of the future with guarantees.
Specifically, the study has allowed:
1. Understand the market today, getting an X-ray of current and future consumers and their future demands
2. Identify the main consumption trends (purchasing motivation, type of services purchased, channels, etc.)
3. Know the role of the administrator in this scenario (relationship with owners, current and future models, relationship with suppliers, digitization,...)
4. Understand and deepen how the different variables and trends affect and the degree of interest they generate for consumers (digitalization, sustainability, lifestyle, importance and added value of the Property Manager)
The project has had a duration of 4 months and has included an exploration phase, with a qualitative (16 in-depth interviews) and quantitative (1000 interviews) analysis to understand the present, followed by an ideation phase (with 4 workshops) with futures clients and, finally, a phase of co-creation and validation of final ideas.
The study has answered, among other issues, the following questions:
The completion of the market study and the subsequent development of new solutions based on the results obtained will also allow service providers to
communities of owners to make a qualitative leap in their offer. In short, it is a matter of moving from being an incident manager with small margins, to optimizing the management of the building with proactive value propositions.
19 member companies of the CSIM have participated in the study, including Property
managers and companies that provide services to Communities:
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