Today, more than ever, every sale counts. With marketing dollars stretched to the max, dealers want to make sure they are aiming at prospects most likely to become customers and most say average home income is the key.
In January, www.DWConline.com asked, “What market statistic
is most helpful in targeting your sales efforts?”
• Nearly half (49 percent) of respondents said average home
income in target markets is most helpful.
• Even during a downturn in the housing market, 38 percent
of respondents still look to home sales numbers in targeting
• Only 13 percent of respondents indicated that home values
were most helpful—not surprising, perhaps, given falling home
values in many areas at the close of 2008.
• Not one respondent chose among three other possibilities:
average home size, average family size or owner occupation.