You don’t need another research firm telling you what happened last quarter. You need a heads-up on what’s coming so you can buy smarter, staff smarter, and market smarter. That’s where Zelman, a Walker & Dunlop company, comes in.
Now an HFA Solution Partner, Zelman is bringing its industry-leading housing insights and forecasts to the furniture community. It helps retailers connect the dots between housing trends and furniture demand in ways that drive real decisions.
Who They Are
Founded in 2007 by Ivy Zelman, an Institutional Investor Hall of Fame analyst, Zelman & Associates has earned a national reputation for delivering unbiased, in-depth analysis of the entire housing ecosystem — from homebuilding and real estate to rentals, remodeling, and consumer spending.
Their research isn’t about theories — it’s about clear, data-driven visibility that helps decision-makers anticipate market shifts before they appear in the numbers.
Why Housing Data Matters to Furniture Retailers
Furniture demand moves with housing. When people build, buy, rent, or renovate, they’re in the market for furniture. Zelman tracks every major piece of that puzzle, including new home construction, resale activity, rental occupancy, and home improvement trends. This research has historically shown a 90% correlation with furniture spending.
For retailers, this means seeing the demand waves before they hit your floor:
- New Construction & Resales: Forecasts on starts, completions, and pricing shifts that shape furniture demand.
- Rental Market Insights: Occupancy, rent growth, and move-in rates that signal near-term opportunities.
- Consumer & Home Improvement Trends: Understanding when and why shoppers are ready to buy.
In short, Zelman helps retailers read the market like economists, without needing to become one.
From Big Picture to Local Advantage
Beyond national forecasts, Zelman is expanding its ability to track construction and demand at the local level, giving retailers a clearer picture of what’s happening in their markets.
With proprietary surveys, official data, and relationships across the housing value chain — from homebuilders and mortgage firms to apartment operators and real estate brokers — Zelman’s models help retailers:
- Fine-tune merchandising and open-to-buy decisions
- Time marketing and promotions with real-world demand cycles
- Manage inventory risk with more confidence
- Plan staffing and logistics based on move-in and construction patterns
It’s about turning raw data into retail-ready intelligence.
Exclusive Access for HFA Members
As part of its new partnership with HFA, Zelman invites furniture retailers to participate in its exclusive monthly Furniture Survey. The survey is quick, confidential, and takes 10–15 minutes to complete, and it gives retailers free access to Zelman’s research reports and insights.
By contributing your perspective, you’ll gain access to the same forward-looking analysis that institutional investors use to spot shifts early — now tailored to the furniture industry.
To learn more or get involved, contact your HFA Membership Representative at 800.422.3778 or Marius Morar, Zelman Director, marius@zelmanassociates.com
The bottom line: Housing moves first. Furniture follows. With Zelman now part of HFA’s Solution Partner network, retailers can finally see the changes coming and make smarter, faster decisions when it matters most.
