| -- End Ad Box ---> | | | | you target your mailing by zip code, neighbourhood |
| Do you need to reach wealthy prospects using direct | | | | name or number of households. It looks like this: |
| mail? Then work on your list. Who you mail to (your | | | | 78610 Creedmoor 9 |
| list) is the single most important thing that determines | | | | 78613 Cedar Park 117 |
| your success. | | | | 78734 Lakeway 2,643 |
| There are two main ways to target affluent buyers: | | | | So you could target the 78610 zip code and reach 9 |
| where they abide, and what they buy. | | | | homes. Or you could target the Cedar Park |
| Where they abide | | | | neighbourhood and reach 117. Or you could ask the list |
| Every area of the country has places where the | | | | broker to name the zip codes and neighbourhoods |
| wealthy congregate. The affluent are concentrated in | | | | that had the most households, and Lakeway, zip |
| cities (London, New York, Toronto) neighbourhoods | | | | 78734, would be near the top of the list. |
| (Knightsbridge, London, Manhattan, New York and | | | | If you are needing to reach wealthy buyers in the |
| Yorkville, Toronto) and streets (Cadogan Square, | | | | United States, try these top list brokers: |
| London, Park Lane, New York, Yorkville Avenue, | | | | Dun & Bradstreet |
| Toronto. Reaching the wealthy by city is too | | | | Experian |
| expensive. Reaching them by neighbourhood or street | | | | InfoUSA |
| makes more sense. | | | | What they buy |
| One disadvantage of targeting the wealthy by | | | | Another way to reach affluent prospects with direct |
| neighbourhood is that you do not know if people on | | | | mail is to find lists of people who already buy what you |
| your list want or need what you are selling. All that you | | | | are selling, or something like it. |
| have is a good hunch that they can afford it (because | | | | Selling yachts? Rent a list of boat/yacht owners from |
| some people who live in wealthy neighbourhoods only | | | | the government department that issues boat licenses. |
| appear wealthy, and cannot actually afford to live | | | | Selling yachts to people on Mercer Island, Washington |
| their). | | | | State? Rent the mailing list of subscribers to Yacht |
| The best place to look for lists of wealthy | | | | Magazine and select only those readers who live on or |
| neighbourhoods is a list broker. List brokers will show | | | | near Mercer Island. |
| you the breakdown of the wealthy neighbourhoods | | | | Selling yachts to newcomers to Mercer Island, |
| you want to target. Affluent Austin, for example ( | | | | Washington State? Rent the names of new home |
| claims to have data on the top 50,000 most affluent | | | | owners on the island or recent movers to the island. |
| homes in Greater Austin, Texas. Their data card lets | | | | |