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How we did it.

Baywest Homes

Real Estate
Research

Before Baywest Homes committed marketing budget, sales strategy, and product positioning to the Cochrane front drive and duplex home market, they needed to know exactly what they were walking into. Blair and Co. produced a comprehensive Cochrane Competitor Report in February 2018, mapping every active builder, community, floor plan, pricing structure, lot inventory, and active promotion across five communities and twelve builder groups. The report gave Baywest's leadership team a complete picture of the competitive landscape before a single decision was made.

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Cochrane was one of the most competitive new home markets in the Calgary region in 2018, with front drive and duplex product offered across five communities by twelve builder groups including Calbridge, Brookfield, Janssen, Excel, Jayman, Homes by Avi, Trico, and NuVista. Entering that market without a thorough understanding of how competitors were pricing, what they were building, which lots they held, and what promotions they were running would have meant making positioning and pricing decisions in the dark. The vision for the report was to give Baywest a single, authoritative reference document covering every piece of competitive intelligence a senior leadership team needs to enter a market with confidence, including front drive home pricing from $349,900 to over $580,000, lot pricing from $122,000 to $250,000 for premium riverside positions, and a complete inventory of active floor plans by square footage, bedroom count, and price per square foot across all five communities.

Methodology

Blair and Co. approached the Cochrane Competitor Report as a structured market intelligence exercise, combining field research, mystery shopping, builder site visits, and data analysis to build a complete picture of the competitive environment. The report was organized to serve both strategic and operational purposes: the executive summary sections covering community locations, pricing, lot inventory, and promotions gave leadership the strategic context, while the detailed product pages covering all front drive and duplex floor plans gave the product and sales teams the granular specification data they needed for direct competitive comparison. The pricing analysis went beyond list price to cover price per square foot by community and builder, giving Baywest a precise understanding of where value positioning opportunities existed in the market and which price bands were already crowded. Lot pricing data, including standard lot, premium lot, pie lot, walkout basement, and river view premiums by builder, gave the land acquisition and pricing teams a complete benchmark before any lot pricing decisions were made.

Process

Blair and Co. conducted primary research across all five active Cochrane communities, covering Heartland, Fireside, Rivera in Riversong, Sunset Ridge, and The Willows of River Heights. Every active builder in each community was visited and assessed, with floor plan specifications, pricing including lot and GST, square footage, bedroom and bathroom configurations, and active promotions documented for each product. The competitive mapping covered twelve builder groups producing front drive homes and a comparable set of duplex product builders, with a location map plotting all active showhome and sales centre locations across the Cochrane road network. Data was compiled into a structured report format organized by community and product type, with pricing charts, lot inventory tables, and promotion summaries produced to give the Baywest leadership team a reference document usable across multiple departments and decision-making contexts.

Outcome

The Cochrane Competitor Report gave Baywest Homes a complete and current picture of the competitive landscape before entering the Cochrane market, with data accurate to February 2018 across all active communities and builder groups. The pricing analysis, lot inventory data, and floor plan specifications gave the leadership, product, and sales teams the intelligence they needed to make informed decisions about entry strategy, product positioning, lot pricing, and promotional approach. The report established Blair and Co. as a research partner capable of producing the kind of structured market intelligence that informs real decisions, not just produces interesting reading.

Skills Used

  • Market Research
  • Competitive Analysis
  • Mystery Shopping
  • Field Research
  • Pricing Analysis
  • Lot Inventory Analysis
  • Floor Plan Competitive Review
  • Community Mapping
  • New Home Builder Market Intelligence
  • Data Visualization
  • Research Report Design and Production
  • Cochrane and Calgary Region Real Estate Market Research

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