| Do you need to reach wealthy prospects using | | | | homes in |
| directmail? Then work on your list. Who you mail to | | | | Greater Austin, Texas. Their data card lets youtarget |
| (yourlist) is the single most important thing | | | | your mailing by zip code, neighbourhood nameor |
| thatdetermines your success. | | | | number of households. It looks like this: |
| There are two main ways to target affluent | | | | 78610 Creedmoor 9 |
| buyers:where they abide, and what they buy. | | | | 78613 Cedar Park 117 |
| Where they abide | | | | 78734 Lakeway 2,643 |
| Every area of the country has places where | | | | So you could target the 78610 zip code and reach |
| thewealthy congregate. The affluent are | | | | 9homes. Or you could target the Cedar |
| concentratedin cities (London, New York, Toronto) | | | | Parkneighbourhood and reach 117. Or you could ask |
| neighbourhoods | | | | thelist broker to name the zip codes and |
| (Knightsbridge, London, Manhattan, New York and | | | | neighbourhoodsthat had the most households, and |
| Yorkville, Toronto) and streets (Cadogan Square, | | | | Lakeway, zip |
| London, Park Lane, New York, Yorkville Avenue, | | | | 78734, would be near the top of the list. |
| Toronto. Reaching the wealthy by city is | | | | If you are needing to reach wealthy buyers in the |
| tooexpensive. Reaching them by neighbourhood or | | | | United States, try these top list brokers: |
| streetmakes more sense. | | | | Dun & Bradstreet |
| One disadvantage of targeting the wealthy | | | | Experian |
| byneighbourhood is that you do not know if people | | | | InfoUSA |
| onyour list want or need what you are selling. All | | | | What they buy |
| thatyou have is a good hunch that they can afford it | | | | Another way to reach affluent prospects with |
| (because some people who live in | | | | directmail is to find lists of people who already buy |
| wealthyneighbourhoods only appear wealthy, and | | | | whatyou are selling, or something like it. |
| cannotactually afford to live their). | | | | Selling yachts? Rent a list of boat/yacht owners |
| The best place to look for lists of | | | | fromthe government department that issues boat |
| wealthyneighbourhoods is a list broker. List brokers | | | | licenses. |
| will showyou the breakdown of the wealthy | | | | Selling yachts to people on Mercer Island, |
| neighbourhoodsyou want to target. Affluent Austin, | | | | Washington State? Rent the mailing list ofsubscribers |
| for example | | | | to Yacht Magazine and select only thosereaders who |
| ( claims tohave data on the top 50,000 most affluent | | | | live on or near Mercer Island. |