Market Research for Residential Architecture Firm & Construction Business

Hi there,

I need to conduct market research for two of our businesses (a high-end residential architectural firm and high-end residential construction company) and I'm not sure where to begin. We are located in a region with a high-demand for luxury homes. We're wanting to shift more solidly into that market; currently that's only part of our client base.

We want to know who is having custom luxury homes built for them here and why so we can build buyer personas and geographically target them with ads, content, and a website that speaks to them.

Any suggestions on where to begin?

Thank you!