Center For Carolina Living In-Migration

Welcome Beaufort Board of Realtors!
!
Press & Research: http://www.carolinaliving.com/press-room
D E L I V E R I N G M A R K E T I N G , R E S E A R C H A N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
In-Migration Industry Briefing

Center For Carolina Living - Philosophy
Tourism Roots, Audience & Economic Impacts
2014 Homebuyer Demographic & Psychographic Profile
Process
Pop Quiz
Info-Graphics
Interactive Dialogue
Goal
Share $350,000 Research on In-Migration (93% confidence level)

Understand Links to Tourism & Economic Development
Invitation
Use our Tools (Research, Marketing & Lead Generation)

Schedule a Briefing for your team
2
Informing people on the move since 1986
In Alliance with:
Downtown Development Association
Departments of Revenue
Economic Developers Associations

Carolina Association of Chamber
Commerce Executives (CACCE)
Departments of Tourism
Rural Resources Coalition SC

NC Rural Center
Carolina Wildlife Federations
Departments of Commerce
Clemson, USC, UNCA,Coastal
Carolina, Wake Forest
Association of Tourism Regions

Carolinas B&B Associations
3
Informing people on the move since 1986
Mission:
Promote the Carolinas as an excellent place to

visit, live, grow, do business and retire
today and for the next 100 years.
4
CAROLINAS TOURISM: ECONOMIC IMPACT

SC
NC
Total
State Investment in Tourism
$21.1
$11.4*
$28.6 Million
Visitors
28.5
36.8
65.3 Million
Tourism Revenue
$14
$18.4
$32.4 Billion
Jobs (Direct & Indirect)
171,430
375,000
546,430
Payroll (Direct & Indirect)
$4.7 B
$9.7 B
$14.6 Billion
State & Local Taxes Collected
$1.1 B
$2.6 B
$3.7 Billion
Sources: SC PRT; US Travel Association 2012 County level data on raw visitor spending
generators. Output Impact multiplier includes visitor spending and other sources of demand
like capital investment. * NC Tourism Promotion does not include Parks. SC includes Parks.
Two state second home market generates an estimated $3 billion within the real estate sector.
Every dollar invested in Tourism, creates $129 in Tax Revenue. (Updated 11/15/13.)
5
Definition of Turbo-Tourist
6 million out-of-state visitors planning relocation, business or
second home investments
Return more often, stay longer, spend more on average
465,000 (will relocate to the Carolinas in 2014)
Thousands more will acquire land, businesses, second homes
Once moved, the Turbo multiplier:

Generate five vacationing parties/yr.
14% will start or move a business, creating 24,600+ new firms
and 75,000 new jobs
Birds-of-a-feather will relocate
Spend 83% of travel dollars in the Carolinas
6
Going Green!
B2C Commitment:
Be a resource promoting the benefits of GREEN,

high-performance homes and sustainable communities.
Audience:
500,000 annual readers & browsers who are current and

potential Carolina visitors and residentsright at the
point when they are making significant decisions.
7
Relocation Target Market

65 million Carolina visitors
Upwardly mobile, affluent,
educated, skilled entrepreneurial
and/or retirement motivated
Aged 24-64
Average HHI $106,000
Retiree net worth $950,000+
Northeast & Midwest frost belt
Florida & California
8
B2C Consumer Services

1986: CarolinaLiving.com GUIDE
1995: Carolina Information Site
TM -
2005: Monthly COMPASS Enews

2009: Facebook
2013: Twitter (@carolinalivingP)
9
Migration Streams
From 2000-2010 largest Frostbelt to Sunbelt migration streams of older migrants
went to Florida, California, Arizona, Texas and the Carolinas.
Source: Longino - Wake Forest - IRS study

on moved households.
10
Millions of Boomers
Boomer Aging Curve
3.6
3.9
3.9
4.1
4.1
4.2
4.3
4.2
4.3
4.2
4.2
4.2
4.1
2.9
2005 2010 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2012 2013 2024
Source: 2013 US Census
!
The 78 million boomers born between 1945 and 1964 turn 60 from 2005 they 2024 about 8,000 a day.
!
26% Say they will relocate across the state lines.
!
11
Retirement Migration Trends

Estimated share of Over 50s movers
who chose the Carolinas in 2012 = 9%.
Historically, only 7% of Americans
move to retire.
4% moved across state lines.
93% of Americans historically did not
relocate at retirement.
26% of 74 million living Boomers are
predicted to move at retirement, 50% across

state lines.
75% want to stay in workforce, up from 68%

in 1996.
USA 55+ demographic expected to grow by 26

percent, to 85.3 million, by 2014.
Source: US Census, 2012 Pulte Del Webb/Harris poll.

12
Carolina In-Migration
Men, Women & Children all Ages (Gross-in)
North Carolina
South Carolina
NC 310,000
SC 155,000
Source: IRS 2012 Migration tracking data on 465,000 (gross-in) people of all ages.
2012 Census documents 612,000 net new faces in SC, 1.33 million to NC.
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Source: 2013 United Van Lines inbound/outbound moving data.

Read more: http://www.businessinsider.com/2013-moving-map-2014-1#ixzz2qUBC4ntm
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DELIVERING MARKETING, RESEARCH AN
Why Attract/Retain Affluent Retirees?

A new, affluent retiree household in a rural town equals the
economic impact of 3.7 typical industrial jobs...mostly due to less
economic leakage.
Example: Industrial products (chemicals to
BMWs) are exported versus new housing products
are fixed and taxable forever.
Retiree income is more likely to be spent locally and less is sent to
Washington.
Retirees are called the mailbox economy for the transfer
payments imported from Washington.
Every new roof top creates 1.9 new jobs in the region.
In 2012, the Division of Tourism joins CarolinaLiving.com in
promoting NC Certified Retirement Towns.
Source: Green and Schneider (1989)
15
Ranked Motivators Attracting In-Migrants

% Indicating Most Important
Scenic Beauty
Climate
Recreation
Cultural Amenities
Modest Taxes
Housing Cost
Cost of Living
Medical Care
Life Learning Opp.
Closer to Family
Planned Retirement
Closer to Friends
Return to Native Area
Business Employment
0
10
20
30
40
50
60
70
80
Source: UNCA Retiree Motivation Study & Clemson Draper Study.

16
90
100
Cost of Living Comparison - SC & NC

8
6
5
3
2
0
US Average
-2
-3
-5
-6
-8
NC
lem
Sa
nsto NC
in
W gton
in
C
ilm
oN
W
or
sb
en
C
ilk
sN
W
nk
Ba
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ut
NC
O
ille
nv
ee
Gr
NC
le
vil
tte
ye
Fa
NC
am
rh
Du
NC
te
lot
ar
C
Ch
nN
to
ng
rli
Bu
NC
le
vil
he
As
SC
ter
m
C
Su
hS
ac
Be
tle
C
yr
M er S
t
as
nc
C
La
dS
ea
H
on
ilt
SC
H
ille
nv
ee
C
Gr
aS
bi
m
lu
C
Co
nS
to
les
ar
C
Ch
nS
de
m
Ca
Source: Index of cost data collected during 2012 by the American Chamber of Commerce
Researchers Association for six major categories of Consumer expenditures.
17
Comparison to Other US Cities

116
64
35
32
15
12
1
Philadelphia, PA
Portland, OR
New York City, NY
Las Vegas, NV
Bergen-Passaic, NY
Baltimore, MD
Boston, MA
U.S. A V E R A G E
Chicago, IL
-5
21
Source: Index of cost data collected during 2012 by the American Chamber of Commerce Researchers
Association for six major categories of Consumer expenditures.
18
Seattle, WA
13
Atlanta, GA
Hartford, CT
Denver, CO
San Francisco, CA
San Diego, CA
Flagstaff, AZ
Wilmington DE
Ft Lauderdale, FL
15
26
19
Richmond, VA
23
33
Compare Per Capita Tax Burden

The Carolinas consistently remain two of the most advantaged places to live.
7,422
3,967
4,484
3,910
4,376
PA
3,493
3,420
3,655
N
C
6,016
4,631
4,915
4,972
5,016
6,346
5,425
Source: 10/1/2013 Per Capita State & Local Tax Burden: Dornfest, Idaho tax burden study
http://tax.idaho.gov/reports/EPB00074_10-23-2013.pdf.
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N
Y
T
C
N
J
A
M
N
M
D
M
A
C
IL
VA
H
O
FL
SC
2,941
Whos the Real Competitor

Florida
Texas Gulf Coast
Arizona
Mississippi
Alabama
Tennessee
Pennsylvania
Costa Rica
Panama
New Zealand
Fear of Moving
20
Tourism & In-migration Industry Threats

Customer Perceived:
Mismanagement of Natural Resources
(Beaches, Wetlands, Non-Point Source Pollution)
Hazardous Waste (Italian!)

Questionable Education Funding
Litter
Air Quality (Ozone & Toxic Industrial Releases)
Terrorism Factor - Tourism Linkage
Racial Tension (Burned Churches, NAACP, Flag, etc.)
Guerilla Retention Strategies
Political Leadership
21
UNC - Asheville Appalachian Region Study

Retiree In-Migration Influence on Local Economy
Average Annual Impact
Per Household
Daily Living Expenses

(Not Vehicle & Home Construction)
$35,975
Output Impact on Local Economy
$71,600
Job Creation
1.5 Jobs
Bank Deposits
$44,868
Investment Portfolio
$198,000
Local Investment
$32,798
State & Local Tax Collections
$3,493
Notes: a) 800 Households Support 2 Physicians

b) 82% Support Local School Bond Issues
Source: U.N.C. Asheville, Haas and Clemson, McLean
22
South Carolinas Retirement Industry

Consumer Impact
(624,890 People, 241,270 households, age 65+)
Per Household
Employment Impact
1.9 Jobs
Direct Annual Economic

Output Impact
$35,795
Total
458,413 Jobs
$8.64 Billion
!
Note: Every new affluent retiree household in a rural community is equivalent to 3.7 new
manufacturing jobs.. (Due to economic leakage versus long term expenditure metrics.)
Source: University of Arkansas, Department of Agricultural Economics and Rural Sociology;
SCPRT/USC - Economic Impact Study, using Lower-Bound Data- updated to reflect 2012 US Census of 65+families;
FedStats.gov 2012.
Note: 13.7% of SC population is over age 65.
23
SC In-migration Economic Impact

The Real Annual Opportunity

Net 61,200
Gross 155,000
Annual Living Expenditures

($16k per cap)
Home Transactions (at $174k)
$979 Million
$2.5 Billion
$4.1 Billion
$10.4 Billion
Annual Economic Contribution $5.07 Billion

!
$12.9 Billion
PLUS
!
Creates Employment Impact

Paycheck - Earnings Impact
44,890 Jobs
$2 Billion
113,700 Jobs
$5 Billion
Source: SCPRT-USC Economic Impact Study, US Census 20102 Clemson Benefits & Consequences Study.
Average 2.59 people per household. Jobs created per new household 1.9. Median per capita income $44,700.
(10/2012)
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vs Del Webb
Traditional Industrial Development

Case: BMW vs Del Webb
BMW reverse capital investment: $4.6 Billion
Sustains 7,000 jobs
Creates business for suppliers and 23,050 jobs across SC.
The leakage factor:
- Payroll with legs- $1.2 Billion
- Export 300,000+ Z-4 Roadsters & SUVs worth $7.4 Billion.
In-Migration Industry: (Russian Doll Economics)

Del Webb investment: $1.2 billion
8,000 homes averaging $199,000
Local jobs created: 1.9 per home.
Resident expenditures $138 million/yr.

Local investments by residents ($33,000/home)
$7.3 million in taxes/yr.
More SC Turbo-Tourism
Less economic leakage
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CarolinaLiving.com Guide
Exploring the options. Feeling good about the Carolinas.
Annual Circulation: 50,000
National On-Request Readers: 250,000*
Note: 84% of readers are new with every edition.
*4.0 pass on factor
!
!
!
!
250,000 Individual Browsers in
next 12 Months
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On Request Distribution Channels

Sanctioned 21 NC/SC Interstate Welcome Centers
115 Chambers of Commerce & CVBs
3,500 Responders to Carolina Lifestyle Survey
24 NC & SC Tourism Promotion Organizations
Executive Recruiters and Bank Relocations Kits
CarolinaLiving.com (Google Optimized)
Relocation Inquiries: State Tourism Office,
Tax Commission, State Chamber, Governors Offices
27
Leads with a Quality Difference

100%
100%
100%
68%
66%
25%
43%
16%
67%
64%
69%
14%
99%
54%

Have responder characteristics

Interested in Carolinas (vs. Southern Living, Golf Digest, Links, WSJ)
Have asked twice for visiting & relocation information
Offer date of next visit... Turbo-Tourist audience
Offer date of relocation
Offer date of purchase
Give home phone number
Work phone; 98% e-mail
Include spouses name
Disclose household income
Share the amount they plan to invest in home.
Plan to move/start a business
Used www.CarolinaLiving.com
Exceed PRIZM wealthy, affluent & upper middle - twice the
national average.
Source: N=5,000 most recent responder households registering with CFCL.
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U.S.A. Origin Zips
Source: N=12,118
who
registered
D E L ICarolinaLiving
V E R I N G M A Rreaders
KETING
, RE
S E A R C H A 1/1/10-10/31/13
N D L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
by completing the 26-question Carolina Lifestyle Survey.
29
Registrations - Top 20 State Origins

FL
13
6
12
12
NY
NC
NJ
SC
CA
OH
4
4
PA
MI
3 3
3 3
VA
33
MA
CT
8
7
2006-07
2012-13
6
6
3 3
MD
TX
22
GA
IL
AZ
11
IN
1
1
WI
TN
11
1
5
2
5
10
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
31
30
15
Age Range
Under 30
Over Age 50
2007: 37%
2008: 38%
2009: 41%
2010: 44%
2011: 45%
2012: 46%
2013: 49%
!
!
!
!
!
30-39
40-49
50-62
63-69
70+
0
10
15
20
25
30
35
Source: N= 5,723 responder households in 2012-13 registering with Center For Carolina Living.
31
40
Educational Achievement
Doctorate
Post-Graduate
College Degreed
Some College
High School
0
10
15
20
25
30
35
40
Note: 56% of men and women surveyed have earned a college degree.
(Carolina newcomers bring 40% higher educational achievement than our
indigenous population.)
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
32
45
50
Combined Household Income

Average*

CarolinaLiving.com
$106,000
Median**
National
NC
SC
CarolinaLiving.com
$51,000
$45,150
$43,100
$55,500
* Source: Carolina Lifestyle Survey of 6,000 in-migrating people 2012-13.

** Source: U.S. Census. SC Board of Economic Advisors reports SC Per Capita income at $32,460 as of 9/1/13.
Note: From 2006-07, a 3% decrease in average HHI and 10% decrease in median HHI.
33
PRIZM Psychographic Comparison

20
USA
CarolinaLiving.com
16
12
Elite
Wealthy
Affluent
Upper Middle
Source: N= 7,045 Responder households registering with CarolinaLiving and Claritas PRIZM Analysis.
34
Ranked Career Path of Newcomers

Executive/Management
Retired
Education
Healthcare
Engineer
Sales/Marketing
Computer
Business Owner
Other
Accountant/Financial
Physician
Construction
Insurance
Military
Transportation
Banking
Responders by:
Law Enforcement
Real Estate
Manufacturing
Women
Men
Architect
Attorney
With average household incomes at $106,000, Carolina in-migrating families arrive ready
to work with rich skills and high educational achievement.
Source: Center For Carolina Living: 2011-12 Carolina Lifestyle Survey of 2,477 in-migrating people
by gender.
35
Relocation Prospects are Turbo-Tourists

80
70
60
50
40
30
20
10
0
Never
At Least Once
Twice
Three - Five
Six - Ten
Twenty Plus
Note: 25% of responders have yet to visit the Carolinas.
!Source: N=4,395 most recent responder households registering with Center For Carolina Living.
36
Turbo-Tourists Visit Year-Round

4.5 million of 65 million annual Carolina
visitors are here for the specific purpose of
investigating jobs, relocation and
retirement.
Source: S.C. PRT Visitors Profile Study
Visiting families, in the hunt for jobs, moving a business, a second home or a
place to retire, plan further in advance, stay longer, spend more and return more
frequently than our typical visitors. Once moved, the turbo effect kicks in as
they create five separate vacationing parties per year from friends visiting.
Source: N= 4,393 most recent responder households registering with Center For Carolina Living
!
!
37
Courtesy: Robert Ariail, Knight Ridder
!
!
!
38
Sizing Up Our Competition

25
20
15
10
5
0
FL
GA
VA
AZ
TN
AL
AR
TX
Most in-migrating families (68%) are open to other destination options beyond
the Carolinas. This chart is a good indication of our real competitor based on
the Carolina Lifestyle Survey.
!
Source:
N= 4,395 most recent responder households registering with Center For Carolina Living.
!
!
40
39
PA
Geographic Preferences Ranking

Coastal Region
Intracoastal Water
Oceanfront
Ferry Access/Island
Lake Country
2006-07
2012-13
Central Heartlands
Mountains
Foothills
Riverfront
Rural
Small Town
Urban
2
10
12
40
14
16
Community Type Preference

Traditional Neighborhood
Suburban
Small Historic Town
Residential Resort
College Town
Conservation Protected Property
2006-07
2012-13
Age-Qualified Retirement
Country Club
Air Park
!
!
!
41
Shelter Preferences
Pre-Owned
New Custom Built
2006-07
2012-13
Homesite/Lot
Rent a Home
Rent an Apartment
Rent While Building
42
Housing Type Preferences

Single Family Residence
Townhouse
Patio/Garden
Condominium
Energy Efficient (Green) Home
Log Home
Small Farm
Retirement Community
Apartment
Vacation/Second
Estate
Golf Villa/Cottage
Historical
Investment Property
Lindal Cedar
Private Club Residence
Assisted Living Apartment
Fractional Ownership
High Performance Home
Healthy Home
Home Automation Systems
2006-07
2012-13
The last on the chart were added recently.
43
Planned Investment in Lot & Home

Median South 2013: $186,300
Median National:
$1.5 Million Plus

$1.0-$1.5 Million
$700,000-$999,999
$600,000-$699,999
$500,000-$599,999
$400,000-$499,999
$300,000-$399,999
$250,000-$299,999
$200,000-$299,999
$150,00-$199,999
$110,00-$149,900
$80,000-$109,999
< $80,000
$199,000
2006-07: $248,000
2012-13: $214,000
(Down 14%)
2006-07
2012-13
12
16
44
20
Occupational Preferences
Full-Time
Permanent Part-Time
Volunteering
Starting a Business
Temporary Job
Moving a Business
45
Ranked Demand Products & Services

Furniture
Home Mortgage
Checking/CD accts.
Residential Realtor
Job Service Search
Insurance Coverage
Automobile
Buyers Agent Realtor
Boat
AAA Club
For Sale By Owner
Cruise Vacation
Financial Planning
Golf Equipment
Commercial Realtor
Its easier to make a short list of the product and service providers that DONT do well when 50 or 100 families
move to town.
!
46
Amenity & Activity Preferences

2006-07
2012-13
Walking Paths
Shopping
Swimming
Bicycling
Gardening
Museums
Boating
Fishing
Health Club
Computers
History
Camping
Golf
Equestrian
Canoeing
Marina
Tennis
Sailing
Clubhouse
Hunting
Water Skiing
Civic Clubs
Air Strip
47
Amenity & Activity Preferences

23.Air Strip
22.Civic CLubs
21.Clubhouse
23.Air Strip
Under 50
22.Water Skiing
21.Hunting
20.Hunting
20.Equestrian
19.Equestrian
19.Sailing
18.Water Skiing
18.Tennis
17.Sailing
17.Civic Clubs
16.Tennis
16.Camping
15.Marina
15.Clubhouse
14.Computers
14.Canoeing
13.Golf
13.Marina
12.Canoeing
12.Computers
11.Health Club
11.Golf
10.History
10.Health Club
9.Gardening
9.Boating
8.Fishing
8.Fishing
7.Camping
7.History
6.Boating
6.Museums
5.Museums
5.Bicycling
4.Bicycling
4.Swimming
3.Swimming
3.Gardening
2.Shopping
2.Shopping
1.Walking Paths
1.Walking Paths
Over 50
Source: N= 4,000 most recent responder households.

41
48
Courtesy: Robert Ariail, Knight Ridder
!
!
!
49
Preference for Health Services

Exercise
Dentist
Nutrition
Physician/Specialist
Wellness
Eye Care
Family Practice
Weight
OB/GYN
Massage Therapy
Pediatrician
Yoga
Cardiologist
Meditation
Homeopathic
Herbalist
Orthopedic
Acupuncture
Urologist
Prenatal
Dialysis
50
Top 20 Most Preferred SC Destination Towns

1.Charleston (1)
18
2.Myrtle Beach (4)
12
3.Greenville (2)
4.Beaufort (5)
5.Columbia (3)
6.Hilton Head (7)
7.Summerville (9)
8.Bluffton (13)
9.Conway (20)
10.Georgetown (11)
11.Mount Pleasant (12)
12.N.Myrtle Beach (25)
13.Aiken (6)
14.Fort Mill (15)
15.Murrells Inlet (29)
16.Lexington (20)
17.Pawleys Island (26)
18.Spartanburg (10)
19.Florence (18)
20.Rock.Hill (8)
Source: N= 1,814 sample of households surveyed in 2012-13 by CarolinaLiving.com.

Numbers in GREEN Bar represent the percent. (#) =2006-07 ranking.
51
NCOA Audited SC Towns

1. Myrtle Beach
2. Aiken
3. Bluffton
4. Columbia
5. Summerville
6. Fort Mill
7. Greenville
8. Charleston
9. Mt. Pleasant
10. Simpsonville
11. Greer
12. Conway
13. Rock Hill
14. Clover
15. Lexington
16. Anderson
17. Murrells Inlet
18. Seneca
19. Hilton Head
20. Irmo
21. Sumter
22. Easley
23. Beaufort
24. Taylors
25. Okatie
26. Florence
27. Johns Island
28. Mt. Pleasant
29. Greenwood
30. McCormick
31. Pawleys Island
32. Salem
Source: N= 1,213 families. Claritas National Change of Address Audit (NCOA) on 50,000 families that registered by
completing the 26 question Carolina Lifestyle Survey, showing 307 moves to SC for 12 months ending 4/30/12.
52
NCOA Audited SC Clusters

Grand Strand/Georgetown
Myrtle Beach, Little River, Murrells Inlet, Conway, Surfside Beach, Georgetown
Charleston Trident
Charleston, Mt.Pleasant, Summerville, Seabrook, Kiawah, Johns Island, Isle of Palms
Beaufort Area
Beaufort, Hilton Head, Bluffton, St.Helena Isl, Okatie
Columbia/Midlands
Greenville/Spartanburg
Columbia, Lexington, Camden, Irmo, Elgin, Prosperity, Chapin, Newberry
Greenville, Spartanburg, Simpsonville, Greer, Taylors
Aiken
Aiken, N. Augusta, Edgefield
Pickens, Sunset, Anderson, Salem, Easley,

Seneca, Westminster, Central, Clemson, Walhalla
Northwestern SC
Rock Hill
Greenwood
Orangeburg
Sumter
Florence
Rock Hill, Fort Mill

Greenwood, McCormick, Abbeville
Orangeburg, Santee, Manning, Elloree
Sumter, Shaw
Florence, Marion, Hartsville, Darlington
Source: Claritas NCOA Audit depicting 307 moves as MSA clusters.

53
U.S.A. Destinations
Source: N=12,063 moves since 2005; Equifax NCOA Audits on
only the 1% of CarolinaLiving readers who relocated after
registering by completing the 26-question Carolina Lifestyle
Survey.
Not including land, lot and second home transactions not
tracked by NCOA.
So
must
beG ,hundreds
DE
L Iwe
V E know
R I N G there
MARK
ETIN
R E S E A Rmore
CH AND
moves from the remaining 99% of readers who did not register.
54
L E A D G E N E R AT I O N S E RV I C E S S I N C E 1 9 8 6
SouthEast Destination Audited Moves

!Source: N=6,094 Equifax NCOA Audited moves on
only the 1% of CarolinaLiving readers who relocated
after registering by completing the 26-question
Carolina Lifestyle Survey. Not including land, lot
and second home transactions not tracked by NCOA.
So we know there must be hundreds more moves
from the remaining 99% who did not register.
55
DELIVERING MARKETING, RESEARCH AND LEAD

56
Carolina
Destination Zips
!
Source: N=4,201CarolinaLiving registered
G Ereaders
N E R AT Iwho
O N moved
S E RV I Cbetween
E S S I N C5/1/10
E 1 9 8- 65/1/12.
Carolina Moved Destinations

Planning to Start or Move a Business 2013
57
Carolina Destinations
!
!
Yellow = Over Age 50

Red = Under Age 50
2012
58
NCOA Audited Moves Beaufort/HHI
!
!
N = 129 Moved Families 24 months ending 4/12

Source: Equifax NCOA Audits on only the .08% of
CarolinaLiving readers who relocated after registering
Plus land, lot and second home transactions not tracked
by NCOA. So we know there must be hundreds more
moves from the remaining 99.2%.
59
NCOA Audited Moves Charleston
N =197 Moved Families 24 months ending 4/12

60
NCOA Audited Moves Strand/Florence
N = 214 Moved Families 24 months ending 5/1/12

!
CarolinaLiving readers who relocated after
registering by completing the 26-question
Carolina Lifestyle Survey. Plus land, lot and
second home transactions not tracked by NCOA.
So we know there must be hundreds more moves
from the remaining 99.2%.
61
NCOA Audited Moves

Wilmington
MSA
!
N = 121 Moved Families 24 months ending

4/12
62
NCOA Audited Moves NE NC
!
!
N = 298 Moved Families 24 months ending 4/12

Source: Equifax NCOA Audits on only the .08% of CarolinaLiving
readers who relocated after registering by completing the 26question Carolina Lifestyle Survey. Plus land, lot and second
home transactions not tracked by NCOA. So we know there must
be hundreds more moves from the remaining 99.2%.
63
Psycho-File Marketer Recommended Reading

Developing Sustainable Planned Communities
Urban Land Institute Experts (2007)
!
Rise of the Creative Class (2002) & The Great Reset (2011)
Richard Florida (2002)
!
Marketing To Women
Martha Barletta (2003)
!
Ageless Marketing
David B. Wolfe (2003)
!
Why She Buys
Bridget Brennan (2009)
!
Ogilvy on Advertising
David Ogilvy (1983)
!
Common Wealth
Economics For a Crowded Planet
Jeffery Sachs (2008)

!
Whats Next? Getting Ahead of Change
http://www.uli.org/report/how-to-thrive-in-this-decades-unsettled-markets/
Urban Land Institute 2012
64
In Closing
About Center For Carolina Living
Understanding the Tourism Link
2014 Homebuyer Demo/psycho profile
Target Audience & the Economic Impacts
Going Green! - B2C Drum Beat
Invitation:
Use Our Tools (Research, Marketing & Lead Generation)
Schedule a Research Briefing For Your Team
Thanks!
65
We appreciate the Beaufort Board of Realtors!

!
Press & Research: http://www.carolinaliving.com/press-room

Center For Carolina Living In-Migration

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Center For Carolina Living In-Migration

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Welcome Beaufort Board of Realtors!

In-Migration Industry Briefing

Share $350,000 Research on In-Migration (93% confidence level)

Use our Tools (Research, Marketing & Lead Generation)

Informing people on the move since 1986

Economic Developers Associations

Rural Resources Coalition SC

Association of Tourism Regions

Informing people on the move since 1986

Promote the Carolinas as an excellent place to

CAROLINAS TOURISM: ECONOMIC IMPACT

State Investment in Tourism

Jobs (Direct & Indirect)

Payroll (Direct & Indirect)

State & Local Taxes Collected

Once moved, the Turbo multiplier:

Be a resource promoting the benefits of GREEN,

500,000 annual readers & browsers who are current and

Relocation Target Market

B2C Consumer Services

2005: Monthly COMPASS Enews

Source: Longino - Wake Forest - IRS study

Boomer Aging Curve

Retirement Migration Trends

Historically, only 7% of Americans

26% of 74 million living Boomers are

predicted to move at retirement, 50% across

75% want to stay in workforce, up from 68%

USA 55+ demographic expected to grow by 26

Source: US Census, 2012 Pulte Del Webb/Harris poll.

Source: 2013 United Van Lines inbound/outbound moving data.

Why Attract/Retain Affluent Retirees?

Ranked Motivators Attracting In-Migrants

Source: UNCA Retiree Motivation Study & Clemson Draper Study.

Cost of Living Comparison - SC & NC

Comparison to Other US Cities

New York City, NY

Compare Per Capita Tax Burden

Whos the Real Competitor

Tourism & In-migration Industry Threats

Mismanagement of Natural Resources

(Beaches, Wetlands, Non-Point Source Pollution)

Hazardous Waste (Italian!)

UNC - Asheville Appalachian Region Study

Daily Living Expenses

Output Impact on Local Economy

State & Local Tax Collections

Notes: a) 800 Households Support 2 Physicians

South Carolinas Retirement Industry

Direct Annual Economic

SC In-migration Economic Impact

Annual Living Expenditures

Annual Economic Contribution $5.07 Billion

Creates Employment Impact

Traditional Industrial Development

In-Migration Industry: (Russian Doll Economics)

Resident expenditures $138 million/yr.

On Request Distribution Channels

Leads with a Quality Difference

Have responder characteristics

U.S.A. Origin Zips

Registrations - Top 20 State Origins

Combined Household Income