The Principals
The principals of Market Watch have the long term perspective and intuitive insight to find market solutions in an ever-changing market. They are specialists in evaluating all aspects related to the recent surge of “Distressed” or “Re-Set” real estate assets (revenue potential, absorption, exit strategies etc.). The principals have a combined experience of more than 100 years in the industry, with senior positions held in major building and development companies as well as in research and consulting.
Victor H. Cooper
Mr. Cooper has been involved in marketing within the homebuilding industry since 1971. He has successfully developed product concepts, marketing strategies, merchandising programs, and sales plans for a diversity of projects ranging from high-density, urban mixed-use complexes, to multi-phased master planned communities. He has provided marketing management for a number of major companies on a consulting basis, and has often acted as the team leader for marketing teams consisting of architects, planners, advertising/public relations agencies, interior designers, and merchandising specialists. Mr. Cooper’s primary areas of focus are on product determination, design development, marketing strategy, and marketing plan implementation. He also provides consulting services as: a project facilitator, gaining entitlements for new projects; and in the negotiations of sales transactions of major land parcels.
Michael J McDonald
Michael J McDonald is a stock market and economic forecaster, real estate consultant and author of two books on investing. He has also given over seven hundred public seminars and presentations during his career. For twenty years he was a Senior Vice President of Investments at a major Wall Street international investment firm, where he managed over 500 million dollars in client assets. Mr. McDonald specializes in the long term effect of globalization on the American economy and unemployment. Besides developing the California Affordability Watch he currently analyses and writes the Desert Market Housing Report for Market Watch LLC, a monthly publication which reports on the Coachella Valley housing market. He also, writes two articles per monthly for Palm Springs Life on the local real estate market.
Robert S. McFarland, M.I.R.M.
Mr. McFarland has provided consulting services for the Southern California regional offices of five of the top ten Homebuilding Companies in the Country. He has advised lender, builder, and land developer clients resulting in the successful development of single family and condominium/townhouse developments (including high-rise), multi-family rental projects, master planned communities, and mixed use development.
Mr. McFarland was a Principal with The Concord Group in Newport Beach, and prior to that was Senior Vice President of Market Profiles Inc. He also held management positions with several key homebuilders based in Southern California during the 1970’s and 1980’s.
With a formal education at USC and UCSB (B.A.), and over 30 years of experience in evaluating real estate development as an appraiser, home-builder marketing executive, and consultant; he has been invited to speak at: National Association of Home Builders Conferences, Pacific Coast Builders Conferences, BIA Conferences, USC, UCI, and Cal Poly Pomona. He has also served as a past judge of architecture regarding the BIA’s annual awards for new home development in Southern California. Mr. McFarland has authored several articles concerning the marketing of new homes for periodicals, and has historically been a media source regarding trends related to the housing market.
Mr. McFarland was a Principal with The Concord Group in Newport Beach, and prior to that was Senior Vice President of Market Profiles Inc. He also held management positions with several key homebuilders based in Southern California during the 1970’s and 1980’s.
With a formal education at USC and UCSB (B.A.), and over 30 years of experience in evaluating real estate development as an appraiser, home-builder marketing executive, and consultant; he has been invited to speak at: National Association of Home Builders Conferences, Pacific Coast Builders Conferences, BIA Conferences, USC, UCI, and Cal Poly Pomona. He has also served as a past judge of architecture regarding the BIA’s annual awards for new home development in Southern California. Mr. McFarland has authored several articles concerning the marketing of new homes for periodicals, and has historically been a media source regarding trends related to the housing market.
OTHER ASSOCIATES
“Other Associates” or the extended project team of Market Watch consists of specialists in the principal fields of homebuilding. This ensures our clients that services provided are the product of the most experienced and qualified personnel in order to maximize the development potential of any given project. Market Watch has close working relationships with leading firms specializing in architecture, land planning, engineering, residential sales, real estate law, local government entitlements, real estate finance, and advertising/public relations.