| Do you need to reach wealthy prospects using direct | | | | 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 | | | | 78613 Cedar Park 117 |
| determines 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 |
| | | | neighbourhood and reach 117. Or you could ask the |
| Where they abide | | | | list broker to name the zip codes and |
| Every area of the country has places where the | | | | neighbourhoods |
| wealthy congregate. The affluent are concentrated | | | | that had the most households, and Lakeway, zip |
| in cities (London, New York, Toronto) | | | | 78734, would be near the top of the list. |
| neighbourhoods | | | | |
| (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, | | | | |
| Toronto. Reaching the wealthy by city is too | | | | Dun & Bradstreet |
| expensive. Reaching them by neighbourhood or | | | | Experian |
| 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 |
| your list want or need what you are selling. All that | | | | you are selling, or something like it. |
| you have is a good hunch that they can afford it | | | | |
| (because some people who live in wealthy | | | | Selling yachts? Rent a list of boat/yacht owners |
| neighbourhoods only appear wealthy, and cannot | | | | from |
| actually afford to live their). | | | | the government department that issues boat |
| | | | licenses. |
| The best place to look for lists of wealthy | | | | |
| neighbourhoods is a list broker. List brokers will show | | | | Selling yachts to people on Mercer Island, |
| | | | Washington State? Rent the mailing list of |
| you the breakdown of the wealthy neighbourhoods | | | | subscribers to Yacht Magazine and select only those |
| you want to target. Affluent Austin, for example | | | | |
| ( claims to | | | | readers who live on or near Mercer Island. |
| have data on the top 50,000 most affluent homes in | | | | |
| | | | Selling yachts to newcomers to Mercer Island, |
| Greater Austin, Texas. Their data card lets you | | | | Washington State? Rent the names of new home |
| target your mailing by zip code, neighbourhood name | | | | owners on the island or recent movers to the island. |
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