If you were asked to conduct a competitive landscape analysis for DMCI Homes in a new city, what key data points would you gather and why?
RoleBusiness Analyst
DifficultyMedium
TopicTechnical
Asked at
Why This Is Asked
While no specific interview questions are documented for this role at DMCI Homes, the job involves producing competitive assessments and market analysis reports. This question tests your analytical framework and familiarity with real estate market intelligence sources.
General Approach
List the critical data categories: product features, pricing, absorption rates, and market demographics. Explain how each links to business decisions (e.g., pricing affects affordability; absorption rates signal demand). Mention how you would verify data credibility.
General Answer
Gather data across four categories: supply and pricing (unit types, price per square meter, payment terms of competing developments), absorption and take-up rates (how quickly comparable projects are selling, which signals real demand rather than just listed supply), demographics and demand drivers (population growth, income levels, employment hubs, planned infrastructure), and product positioning (amenities, unit sizes, target buyer segment) of the main competing developers in that city. Each category maps to a specific decision: pricing data informs your pricing strategy and affordability positioning, while absorption rates tell you how much risk sits in a slower-moving market, and demographic or infrastructure data validate whether the location will sustain demand for the life of the project. Source this from a mix of public data, such as local government planning offices, industry associations, and property listing platforms, and site visits or agent conversations to validate what's advertised against what's actually selling. Cross-check numbers from at least two independent sources before including them in the analysis, since developer-published take-up rates can be optimistic.
PH Interview Gotcha
Some candidates might rely solely on Google searches and say 'Wala kasing lumabas na recent data.' Proactively seek out primary data: call brokers, visit sites, or check local government offices for land use plans. Show resourcefulness.
Sample STAR Answer▾
S
Situation
In my last role at a real estate consultancy, our team was tasked with evaluating the viability of entering a secondary city with a mid-rise condo project.
T
Task
I was responsible for the competitive analysis portion, which had to inform pricing and amenity decisions within two weeks.
A
Action
I collected data on competing projects' unit sizes, price per square meter, occupancy rates, and unique selling points by combining online listings, broker interviews, and site visits. I also gathered demographic data and income brackets from government sources to gauge market depth. I organized everything into a SWOT-style matrix for each competitor.
R
Result
The analysis revealed an underserved segment for two-bedroom units with smart home features, which our client later incorporated into their design, achieving a 60% pre-sell rate.
Key Takeaway
Secondary data must be validated with primary sources like broker insights to avoid misleading conclusions.
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