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How to Conduct a Market Analysis in Real Estate

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A real estate market analysis is a tool that helps you to gather information to know, for example, if you should invest in a property or to determine the rental potential of a city or district. In fact, it would be crazy to buy a property without having information to support a purchase of this size.

Sooner or later in your real estate investing career, you’ll find yourself having to decide which of several promising markets to invest in. Each property provider will tell you their market is the best and why you should invest there.

Not all real estate investors are patient enough to competently conduct a real estate market analysis. If you want your real estate business to stand out from the competition, you need to do some research. So, what is a market study in real estate?

Key Takeaways: 

  • Conduct thorough research into local market trends, including property prices, rental rates, and demand-supply dynamics. 
  • By analyzing market data, investors can pinpoint lucrative investment opportunities, such as emerging neighborhoods or property types with high potential for appreciation.
  • Market analysis helps in assessing potential risks associated with real estate investments
  • Leveraging advanced data analytics tools and techniques to gain deeper insights into market trends enhances the accuracy and effectiveness of market analysis.
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What is Market Analysis?

At its core, market analysis in real estate refers to the process of evaluating the factors that influence supply and demand within a specific market. It involves analyzing economic indicators, demographic trends, comparable sales data, and local market conditions to assess the value and potential of real estate properties.

Economic Factors

Economic factors such as interest rates, employment rates, and GDP growth play a significant role in shaping real estate markets. Understanding the broader economic landscape helps stakeholders anticipate market trends and assess the overall health and stability of the real estate market.

Demographic Trends

Demographic trends, including population growth, age distribution, and household income levels, provide valuable insights into the demand for housing and property types within a market. Analyzing demographic data helps stakeholders identify target demographics and tailor their marketing and investment strategies accordingly.

Supply and Demand Dynamics

Supply and demand dynamics directly influence property values and market conditions. Assessing the balance between supply (available inventory) and demand (buyer interest) helps stakeholders understand market competitiveness, pricing trends, and potential opportunities for investment or development.

Comparable Sales Data

Comparative market analysis (CMA) involves analyzing recent sales of similar properties in the same market area to determine a property’s fair market value. By comparing key attributes such as location, size, condition, and amenities, stakeholders can make informed decisions about pricing, buying, or selling properties.

Local Market Conditions

Local market conditions, including housing inventory levels, days on market, and median sales prices, provide real-time insights into market trends and consumer behavior. Monitoring local market conditions enables stakeholders to adapt their strategies and stay ahead of evolving market dynamics.

Purpose of Market Analysis

Market analysis serves several crucial purposes in the realm of real estate, offering invaluable insights that inform decision-making processes and drive strategic initiatives.

Assessing Property Value

One of the primary purposes of market analysis is to assess the value of real estate properties accurately. By examining comparable sales data, economic indicators, and local market conditions, stakeholders can determine a property’s fair market value, aiding in pricing decisions for buyers and sellers alike.

Informing Pricing Strategies

Market analysis plays a pivotal role in informing pricing strategies for properties listed on the market. For sellers, understanding current market trends and property values helps establish competitive listing prices that attract buyers while maximizing returns. 

Similarly, buyers can leverage market analysis to negotiate favorable purchase prices based on market conditions and property comparables.

Identifying Market Trends and Opportunities

Market analysis enables stakeholders to identify emerging market trends and opportunities for investment or development. By monitoring demographic shifts, supply and demand dynamics, and economic indicators, investors and developers can pinpoint lucrative investment opportunities and capitalize on market trends before they become mainstream.

Supporting Investment Decisions

For investors seeking to allocate capital within the real estate sector, market analysis serves as a critical tool for evaluating investment opportunities and mitigating risks. By conducting thorough market research and analysis, investors can assess market fundamentals, evaluate potential returns, and make informed decisions aligned with their investment objectives and risk tolerance.

Guiding Marketing and Sales Efforts

Market analysis informs marketing and sales strategies, enabling real estate professionals to tailor their efforts to target specific market segments effectively. By understanding consumer preferences, demand drivers, and competitive landscape, marketers can develop targeted marketing campaigns that resonate with prospective buyers and drive sales conversions.

Methods of Conducting Market Analysis

Several methods and approaches are utilized to conduct market analysis in real estate, each offering unique insights into market dynamics and property valuations.

Comparative Market Analysis (CMA)

CMA involves analyzing recent sales data of comparable properties in the same market area to determine a property’s fair market value. By comparing key attributes such as size, location, condition, and amenities, real estate professionals can assess pricing trends and develop accurate pricing strategies.

Absorption Rate Analysis

Absorption rate analysis calculates the rate at which available properties are sold or leased within a specific market over a given period. This metric provides insights into market activity, inventory levels, and supply-demand balance, helping stakeholders gauge market competitiveness and forecast future trends.

Price Trend Analysis

Price trend analysis examines historical pricing data to identify trends and patterns in property values over time. By analyzing price trends, stakeholders can anticipate market fluctuations, assess market stability, and make informed decisions about timing their investments or transactions.

Regression Analysis

Regression analysis is a statistical technique used to identify relationships between variables and predict future outcomes based on historical data. In real estate, regression analysis can be applied to analyze factors such as property characteristics, economic indicators, and market trends to forecast property values and market performance.

SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats)

SWOT analysis is a strategic planning tool that assesses a property’s strengths, weaknesses, opportunities, and threats within its market environment. By conducting a comprehensive SWOT analysis, stakeholders can identify competitive advantages, address potential vulnerabilities, and capitalize on market opportunities effectively.

Understanding Comparative Market Analysis

A comparative market analysis helps sellers choose the best listing prices for their homes. The “best” price is one that’s not so low it leaves the seller in more debt or so high the home won’t sell. For buyers, a CMA can verify if a home is in the right price range and help pinpoint a competitive offer that will be taken seriously—without going overboard.

A CMA compares a property to other homes similar in location, size, and features. Ideally, a CMA uses recently sold homes from the same subdivision. Of course, finding homes that sold within the last three to six months in the immediate area can be difficult if you’re in a low-volume or rural real estate market. In these cases, a formal appraisal might be a better option.

A comparative market analysis is a price estimate, so real estate agents and brokers don’t need an appraiser’s license to perform a CMA while serving clients.

How to Do a Comparative Market Analysis

A CMA involves much more than just comparing the prices of recently sold homes in the area. Here’s a rundown of the basic steps for creating an accurate CMA:

Evaluate the Neighborhood

To set the right listing price—or ensure a home you’re interested in is a good deal—the CMA should consider the neighborhood’s general quality. For example, it should consider the more attractive blocks and address community amenities, nuisances, and HOA rules. Equally important for inclusion are school proximity and curb appeal.

Gather Details About the Property

If a real estate agent or broker does the CMA, they will review the existing listing (if there is one) and make an in-person visit to gather information about the home. They’ll take note of the home’s size (particularly the liveable space), age, style, construction, condition, layout, finishes, landscaping, upgrades, and updates. 

Select Comps

Find three to five comparable homes in the area that have sold recently, as close to the home as possible. Ideally, the comps will be within one mile of the property and in the same school district. Focus on similar houses in terms of square footage, lot size, bedrooms, bathrooms, and type of construction. Pay close attention to when the comparable property sold: The more recent, the better—real estate prices can fluctuate rapidly.

Adjust for Differences

The next step is to adjust for differences between the home and each comparable property. An experienced real estate agent or broker can assign a price to each of the differences and adjust the price of each comp accordingly. It may seem counter-intuitive, but if the comp has an inferior feature, a positive adjustment is made to the price of the comp, and vice versa.

For example, if a comp has an extra bedroom (a superior feature), it is reasonable to assume that the buyer paid more to get the extra bedroom. In this case, you would deduct an amount from the comp to account for the extra bedroom, thereby allowing an apples-to-apples comparison. Therefore, the price of the target home is never adjusted.

Determine the Price Per Square Foot After Adjustments

After adjusting for differences, divide the adjusted price of each comp by its square footage to determine the sold price per square foot. Next, add the sold price per square foot of all the comps, and divide by the number of comps to get the average. Finally, multiply this average by the square feet of the property to estimate its price.

Example of a Comparative Market Analysis

Many real estate agents and brokers use software to generate comprehensive (and professional-looking) CMA reports. If you plan to create your own, use a spreadsheet to keep track of your research, or try an online home-price tool offered by one of the real estate listing websites. Below is an example of a CMA report.

This is a hypothetical example, and actual property prices and features may vary. It’s recommended to consult with a real estate professional for a more comprehensive CMA based on your specific needs and budget.

Comparative Market Analysis (CMA) for Lagos, Nigeria

FeatureProperty AProperty BProperty C
Property Type
Luxury detached homeSemi-detached townhouseHigh-rise apartment
LocationIkoyi(Upscale neighborhood)Lekki(Mid-range neighborhood)Victoria Island (Business district)
Land Area (sqm)2,000400(Not Applicable)
Living Area (sqm)500250150
Bathrooms6 (ensuite)3 (ensuite)2
Year Built2022 (New)20182010
AmenitiesPrivate pool, gym, landscaped gardenGated community, security, communal poolSwimming pool, gym (shared)
ViewWaterfront viewPartial city viewCity view
Listing Price₦500,000,000₦150,000,000₦80,000,000
Estimated Closing Costs₦50,000,000₦15,000,000₦8,000,000
Recent Sales (similar properties)Detached home in Ikoyi – ₦480,000,000 (2023)Townhouse in Lekki – ₦140,000,000 (2023)Apartment in Victoria Island – ₦75,000,000 (2023)


  • Property A offers the most luxurious living experience with a larger land area, more bedrooms and bathrooms, and high-end amenities. However, it comes with a significantly higher price tag.
  • Property B presents a good balance between price and features, suitable for families seeking a secure and comfortable living space in a mid-range neighborhood.
  • Property C provides a cost-effective option in a prime location, ideal for young professionals or investors. The lack of private outdoor space is a trade-off for the central location and building amenities.

Tools and Resources for Market Analysis

Access to reliable tools and resources is essential for conducting thorough and accurate market analysis in real estate. Here are some valuable tools and resources commonly used by industry professionals:

Real Estate Databases and Software

Real estate databases and software platforms provide access to comprehensive data sets, analytical tools, and market intelligence reports. These platforms allow users to analyze market trends, track property values, and generate detailed reports to support decision-making processes.

Local Market Reports and Publications

Local market reports and publications offer valuable insights into market trends, property values, and economic indicators specific to a particular geographic area. Real estate professionals can leverage these reports to stay informed about local market conditions, emerging trends, and investment opportunities.

Government Data and Statistics

Government agencies and regulatory bodies publish a wealth of data and statistics related to real estate markets, including housing starts, building permits, and demographic trends. Accessing government data sources provides valuable insights into market fundamentals and economic indicators that influence property values and market dynamics.

Professional Networks and Industry Associations

Networking with fellow real estate professionals and industry associations can provide access to valuable market insights, industry trends, and best practices. Participating in industry events, seminars, and workshops allows professionals to exchange knowledge, build relationships, and stay abreast of emerging trends in the real estate market.

Online Research and Market Intelligence Platforms

Online research and market intelligence platforms offer a wealth of information and data-driven insights into real estate markets worldwide. These platforms provide access to demographic data, property listings, market trends, and investment opportunities, empowering users to make informed decisions and stay ahead of the competition.

Challenges and Limitations of Market Analysis

While market analysis is a valuable tool for real estate professionals, it is not without its challenges and limitations. Here are some factors to consider:

Data Accuracy and Reliability

Market analysis relies heavily on data accuracy and reliability. Inaccurate or outdated data can lead to flawed analysis and misinformed decision-making. Real estate professionals must exercise caution when sourcing data and ensure its accuracy and reliability before making strategic decisions.

Market Volatility and Uncertainty

Real estate markets are inherently volatile and subject to external factors that can impact property values and market dynamics. Economic fluctuations, geopolitical events, and regulatory changes can introduce uncertainty and volatility into the market, making it challenging to predict future trends accurately.

Interpretation and Analysis Complexity

Market analysis involves interpreting complex data sets and trends, which can be challenging for real estate professionals without specialized knowledge or expertise. 

Analyzing market data requires advanced analytical skills, critical thinking, and an understanding of statistical methods to derive meaningful insights and actionable recommendations.

External Factors and Economic Conditions

External factors such as interest rates, inflation, and consumer sentiment can significantly influence real estate markets and property values. Real estate professionals must stay informed about macroeconomic trends and external factors that may impact market conditions and adjust their strategies accordingly.

Competitive Landscape and Market Saturation

Real estate markets are highly competitive, with multiple stakeholders vying for opportunities and market share. Market saturation and increased competition can drive down property values, reduce profit margins, and limit investment opportunities for real estate professionals.


Few markets will “check all the boxes” and provide the perfect place to invest. If there was such a market, it’d be too hard to get property there because all the Wall Street private equity funds would be snapping them up.

You’ll have to decide for yourself what criteria are your “deal breakers” and use those in your initial screen. The only non-negotiable in my opinion is property management: If you can’t find good property management, your investment is almost certain to fail. All the other criteria are up to you.

But knowing that the numbers work, knowing that there’s good property management, a diverse economy, job and population growth and an investor-friendly environment will help you pick the best markets for you.


How can I conduct market analysis for real estate in Nigeria?

To conduct market analysis in Nigeria, start by gathering data on property prices, rental rates, and demand-supply dynamics in your target area. Utilize online platforms, real estate agencies, and local publications for information. Analyze trends over time to understand market fluctuations and identify emerging opportunities or potential risks.

Why is market analysis important for real estate investment in Nigeria?

Market analysis is crucial for real estate investment in Nigeria as it provides valuable insights into current market conditions, helping investors make informed decisions. By understanding factors like property demand, rental yields, and economic indicators, investors can identify profitable investment opportunities, mitigate risks, and maximize returns on their investments.

What are some key factors to consider during market analysis for real estate in Nigeria?

During market analysis in Nigeria, consider factors such as location, infrastructure development, demographic trends, and regulatory environment. Assess the potential for capital appreciation and rental income based on demand-supply dynamics. Additionally, factor in economic indicators like GDP growth, inflation rates, and interest rates, as they influence property prices and investment viability.

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