WESTBURY, N.Y.-How do you reach people ready to buy? It's a tough question for advertisers. But a Westbury, N.Y., company says it has found the answer for some businesses by targeting people who have recently purchased a home.
Home buyers have tremendous market potential because of their numbers and propensity to buy new products and services, according to Getting To Know You, a division of GETKO Group Inc.
In 1995, there were about 4.4 million home sales in the U.S., according to the National Association of Realtors. Getting To Know You welcomed more than 1 million of them to their new homes.
``The home buyer market is a prime target for the auto industry as well as scores of other businesses,'' said Joel Zychick, president and CEO of GETKO Group, a CUC International Co. ``As a group, home buyers outspend long-term residents, purchasing more goods and services in their first six months than an established homeowner will buy in five years.''
The Getting To Know You program features a spiral-bound telephone directory tailored to the area in which the new home was purchased. Local businesses and professionals pay to be included in the directory, which also can include gift certificates and coupons.
Only one of each kind of service is included in the directory-giving advertisers an exclusive in their market. More than 52,000 participate in the program.
Independent tire dealers are a prime group that can benefit from the Getting To Know You service, the company contends.
According to the 1996 Profile of American Home Buyers, a survey recently conducted by the company, 29.8 percent of new home buyers say they will need to buy tires during the first year in their home. That number swells to 39.8 percent for buyers in the Mountain States region.
Even more buyers across the country, 54.1 percent, said they expect they will need automotive repair during the first year in their new home.
``On the whole, the Getting To Know You 1996 Profile of American Home Buyers reveals that home buyers are affluent, ready to spend their money on goods and services, and active 30-somethings,'' the company said.
The mean annual household income of home buyers is $63,660, and 72 percent own at least two cars/light trucks. Most of the men and women in the survey were executives, managers, business owners, professionals or salespeople.