The measure is utility - a measure of benefit to the consumer. Utility is estimated in the statistical model such that the probability, P, a consumer choses a home option i in a choice set of j homes is: 𝑃𝑖=𝑒𝑥𝑝(𝑈𝑖 )/∑𝑗𝑒𝑥𝑝(𝑈𝑖 ). The base for marginal changes in attributes is a hypothetical high-rise apartment in Growth West, minimum no. bedrooms, zero car spaces, zero office nooks.