Fitness between House Choice versus Market Production in Jordan. In ENHR 2010 Conference - Urban Dynamics & Housing Change - Crossing into the 2nd Decade of the 3rd Millennium, Istanbul - Turkey, July 2010.

Housing market is an expression and product of users? will and choices. Change in consumer demand creates excess capacity as new commodities become desirable and older ones fall out of favor. In Jordan Housing market lacks understanding of the real needs of end users and focuses more on produced cash. The study intends to evaluate fitness between users? needs and housing market production and choices that are available to users in the city of Irbid, Jordan. The research was conducted using face-to-face interviews with two major developers in the city of Irbid, as well as with a sample of residents in their produced housing projects. The outcome indicated that users have limited choices and they try to fit their needs to the standardized models available in the market. It is revealed that standardization in the housing product is an outcome of weakness in the processes, lack of awareness in users needs, and lack of competition. Developers focus either on building costs or on aesthetic principles reflecting style, and they rarely evaluate if their product fulfill dwellers needs. They lack input from end users as they are not the immediate client. It is recommended to utilize marketing approach as a strategy and elicit information about users? needs and preferences using different communication channels and media channels.