John Schleimer, MIRM, CAASH is founder and president of Market Perspectives and has been a new housing consultant and researcher since starting his former firm, Market Directions, in 1982. He is recognized as one of the leading experts in America in product positioning for master planned communities, strategic product planning for new home builders and assessing the market potential for New Urbanism developments. His clients and their projects on which his firm has performed services have been accorded over 100 regional or national awards for planning or design excellence and have had sales success.
Schleimer has been selected to receive the prestigious Legend of Residential Marketing award from the National Association of Home Builders (NAHB). The honor will be presented to Schleimer at the National Sales and Marketing Council awards gala known as The Nationals at The Wynn hotel and which will be attended by 1,000 industry professionals at the 2014 International Builders Show in Las Vegas. The Legend award recognizes those individuals that have made a significant contribution to furthering the excellence in new home building and marketing. Since its inception in 1992, there have been only 47 persons who have received this award which is one of the highest accolades given by NAHB to its organization members. Schleimer will be only the second market researcher in the industry to be accorded this honor.
He was a national instructor for the Institute of Residential Marketing (IRM) for market research, product positioning and marketing strategies for 15 years. Additionally, he is a regular speaker for such real estate industry groups or conclaves as the National Association of Home Builders' (NAHB) annual conventions, the Pacific Coast Builders Conference, Southeast Builders Conference, Midwest Builders Convention, Midwest Builders Show, Urban Land Institute, the Congress for the New Urbanism and numerous building industry associations across America. He was the keynote speaker for the Urban Development Institute of Australia at its annual meeting in Perth in 2002.
Frequently quoted in such national publications as The New York Times, Wall Street Journal, Los Angeles Times and Washington Post, Schleimer is past president of the IRM and has served as a Trustee of the National Sales and Marketing Council of NAHB.
Lori McGuire-Milne, MIRM, is a 24-year veteran of the homebuilding industry and started her homebuilding career while still in college, walking and evaluating product and conducting shopper exit surveys. She is president of Market Perspectives.
Her formal career started at Market Perspectives and ultimately rose to the research director. While at Market Perspectives, she was involved with the research, strategies and marketing of groundbreaking communities across the country from. The communities included major master planned communities, new urbanism development, greenfield communities and in-fill development in non-traditional locations.
In 2005, she founded McGuire Research, a market research and consulting firm that specialized in project feasibility studies, market positioning studies and a vast array of other services to builders, developers and investors. McGuire Research was able to cater to each of her client’s needs, not only on a “macro” level, but also on a “micro” level as well. The firm also specialized in floor plan and site plan review, consumer preference surveys and focus groups, as well as evaluating the performance of sales staff at new home projects. The firm’s clients include large public national builders, privately held builders, developers and limited partnerships.
In March 2009 she joined Coldwell Banker Richard (CBRE) as the Marketing and Research Manager where she managed the marketing staff of four graphic designers and other professionals responsible for the marketing needs of 65+ commercial real estate brokers located in five offices in Northern California and Reno. Additionally, she managed a staff of three researchers responsible for the analysis of the office, retail and industrial data bases in Fresno, Stockton, Sacramento, Roseville and Reno. She was ultimately responsible for the updating and reporting of research findings for those data bases on a quarterly basis to the executive staff and corporate office of CBRE. She was also responsible for developing master marketing plans and budgeting.
In November 2010, she joined Blackpine Holdings/National EWP as their Employee Services Director where she single-handedly implemented human resource and payroll programs, health benefits and 401K programs for that start-up company . Her position required her to travel to three states to conduct new employee orientations on a weekly basis, answered all questions pertaining to, but not limited to, benefits, 401K, contacts and a variety of other employee issues. She served as the link between field personal and the corporate office.
In February 2013, she was asked to join KB Home as their Strategic Marketing/Land Acquisition Analyst for Northern California and Nevada. This position called for her to conduct feasibility analysis, as well as product positioning strategies, and strategic marketplace and marketing assessments for the firm’s land acquisition team. The notable acquisitions that were a result of her analysis included over 300 lots in West Roseville, Riverbank, Galt, Stockton and Elk Grove. She also worked with the community sales teams for them to understand their primary competitors and buyer segments.
Her next career move was to join Renasci Homes, Northern California Division, as Director of Marketing and Sales where she took the struggling division from just one sale to 45 in just 18 months with single family product priced from $550,000 to $1 million. She was responsible for conducting the feasibility analysis for new projects, determined the pricing, standard features and option programs for those projects and implementing the marketing strategies and managing the on-site sales team.
She is twice the immediate past chair of the North State BIA’s Sales and Marketing Council and former president of its Woman’s Council. Lori has served as a judge for numerous housing design and marketing competitions across the country. Additionally, she received her MIRM (Member of the Institute of Residential Marketing) designation from the National Association of Homebuilders (NAHB). She is certified to teach all of the IRM classes throughout the United States. She is a graduate of California State University, Sacramento.
Contact Lori at email@example.com