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Spot-on Commercial Site Selection Is How the Cookie 'Crumbls'

December 22 2021

rpr site selection cookie crumbls 1In one of our recent articles, Find the Right Site for Your Clients' Customers, we used a hypothetical client and situation to explain and demonstrate how the RPR Commercial Site Selection tool works. We hope you found it useful and visited the RPR site (Realtors Property Resource) to try it out for yourself.

As fate would have it, days after we published the Site Selection step-by-step post, a "real world" example came by our desks. And after checking it out, we just had to share it with our loyal readers/users. Because, well, that's just how the cookie crumbles...

Fresh, hot franchise taps into RPR site selection to make the most dough

Cynthia Lee, a REALTOR® and Broker/Associate with KW Commercial in San Antonio, Texas recently helped a franchisor find the perfect retail location for their trendy, up and coming specialty sweet shop. Was it cinnamon rolls? Cupcakes? Bundt cakes? Doughnuts?

Cookies (insert Cookie Monster frenzied munching sound effects)! Cynthia's client, Crumbl Cookies, is a fast-growing, popular brand in the dessert category, with retail locations popping up all over the country.

Their concept? To make the greatest chocolate chip cookie ever. Of course, they've taken things a bit further by offering four specialty cookies each week, a rotating menu of one-of-a-kind cookie flavors such as Biscoff Lava, Coconut Lime, Funfetti, Key Lime Pie, Midnight Mint, Muddy Buddy and Snickerdoodle, to name a few. Rotating recipes such as these, plus their staples of chocolate chip and frosted sugar cookies, have really put them on the munchie map.

Each store features an open-kitchen design where customers can see all the fresh, high quality ingredients that go into each batch. The scooping, the baking, the topping and the boxing all happens out in the open, which creates a fun environment and experience for customers.

And Cynthia's client needed to know, "Where are the customers in San Antonio who would appreciate and pay for these top shelf baked goods?"

Are those cookies baking... or is it the sweet smell of success?

Fortunately for Cynthia, Crumbl knows exactly where their customers' sweet spot is, as far as marketing targets and demographics. They indicated that their target customer is:

  • "Soccer Moms," mid 30s-40s
  • Family
  • Female
  • $90K+ income
  • Area with Population Growth
  • Housing Growth
  • Identified several possibilities, but then requested placement in a larger center with a few large stores.

Armed with this target customer information, Cynthia was able to use her local knowledge and insight as a commercial real estate specialist, and use RPR's Commercial Site Selection tools to pinpoint Crumbl's ideal location.

"I was a regular user of RPR when I was a residential agent, but never really utilized the Site Selection tool for commercial until recently," explained Cynthia. "I had no idea how great of a resource and tool it is! It's so easy to just assume anything with NAR is only residential focused, when in reality, RPR offers just as many commercial features. I had no idea what we were missing out on."

RPR's Site Selection tool enabled Cynthia to crunch some data and turn that info around to her client in no time. "The best part about the RPR Site Selection tool is how quickly I can get a detailed and useful report about a trade area to our clients. It just makes the site selection process so much more efficient and is of tremendous value, especially when dealing with some of our more analytical clients."

And of course, when she delivered the final package, her commercial client was more than impressed. "They were shocked at how fast I was able to get them what they were looking for. Thanks to the target customer information they provided me with, I was able to present a ranked list of different market segments, and the people who make up these areas, including their spending habits and other relevant socio-economic traits. My client was blown away by all the statistics and data, and how it was all packaged together in the report I delivered."

rpr site selection cookie crumbls 2

RPR Commercial delivers the goods

Well, two things probably happened after reading this article: you're curious about the RPR Commercial Site Selection tool and how you can use it for your next client. And... you really want a cookie! (The author feels your pang.)

Visit RPR today to see how much RPR Commercial offers, including free access to one million active listings and 57 million off-market properties, plus prospecting, site selection and tools to enhance your business.

To view the original article, visit the RPR blog.