Você está na página 1de 66

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

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
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
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
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.

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
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.)
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
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
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
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.

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
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

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
8

B2C Consumer Services


1986: CarolinaLiving.com GUIDE
1995: Carolina Information Site

TM -

2005: Monthly COMPASS Enews


2009: Facebook
2013: Twitter (@carolinalivingP)
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
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.
!
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
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.


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
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.
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
13

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


Read more: http://www.businessinsider.com/2013-moving-map-2014-1#ixzz2qUBC4ntm
14D 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
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)
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
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.


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
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
er
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.
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
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.
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
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.
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
19

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
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
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
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
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.
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
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)
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
24

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
25

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

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
26

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

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
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.

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
28

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.

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

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.
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
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.

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
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.
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
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.
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
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.
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
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.
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
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

!
!

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
37

Courtesy: Robert Ariail, Knight Ridder

!
!
!

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
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.
!
!

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

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

Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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
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

Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.

!
!
!

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
41

Shelter Preferences
Pre-Owned

New Custom Built

2006-07
2012-13

Homesite/Lot

Rent a Home

Rent an Apartment

Rent While Building

Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.

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
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

Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
The last on the chart were added recently.
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
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

Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.

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
44

20

Occupational Preferences
Full-Time

Permanent Part-Time

Volunteering

Starting a Business

Temporary Job

Moving a Business

Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
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
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.
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.

!
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
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

Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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
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.


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

41
48

Courtesy: Robert Ariail, Knight Ridder

!
!
!

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
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
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
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
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.
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
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.
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
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.


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
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.
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
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

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
57

Carolina Destinations

!
!

Yellow = Over Age 50


Red = Under Age 50
2012
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
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
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%.

59

NCOA Audited Moves Charleston

N =197 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 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%.

60

NCOA Audited Moves Strand/Florence

N = 214 Moved Families 24 months ending 5/1/12


!
Source: Equifax NCOA Audits on only the .08% of
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%.

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
61

NCOA Audited Moves


Wilmington
MSA
!

N = 121 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 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%.

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

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
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!
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
65

We appreciate the 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