center for carolina living in-migration
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Welcome Beaufort Board of Realtors!
Press & Research:http://www.carolinaliving.com/press-room
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In-Migration Industry Briefing
Center For Carolina Living - PhilosophyTourism 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
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Downtown Development Association
Departments of Revenue
Departments of Tourism
Departments of Commerce
Clemson, USC, UNCA,CoastalCarolina, Wake Forest
Association of Tourism Regions
Carolinas B&B Associations
Economic Developers Associations
Carolina Association of Chamber
Commerce Executives (CACCE)
Rural Resources Coalition SC
NC Rural Center
Carolina Wildlife Federations
In Alliance with:
Informing people on the move since 1986
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Mission:
Informing people on the move since 1986
Promote the Carolinas as an excellent place to
visit, live, grow, do business and retire
today and for the next 100 years.
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State Investment in Tourism
Visitors
Tourism Revenue
Jobs (Direct & Indirect)
Payroll (Direct & Indirect)
State & Local Taxes Collected
CAROLINAS TOURISM: ECONOMIC IMPACT
SC NC$21.1
28.5
$14
171,430
$4.7 B
$1.1 B
$11.4*
36.8
$18.4
375,000
$9.7 B
$2.6 B
$28.6 Million
65.3 Million
$32.4 Billion
546,430
$14.6 Billion
$3.7 Billion
Total
Sources: SC PRT; US Travel Association 2012 County level data on raw visitor spendinggenerators. Output Impact multiplier includes visitor spending and other sources of demandlike 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.)
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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 firmsand 75,000 new jobs
Birds-of-a-feather will relocate
Spend 83% of travel dollars in the Carolinas
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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 thepoint when they are making significant decisions.
Going Green!
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Relocation Target Market
65 million Carolina visitors
Upwardly mobile, affluent,educated, skilled entrepreneurialand/or retirement motivated
Aged 24-64
Average HHI $106,000
Retiree net worth $950,000+
Northeast & Midwest frost beltFlorida & California
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B2C Consumer Services
1986: CarolinaLiving.com GUIDE
1995: Carolina Information SiteTM -
2005: Monthly COMPASS Enews
2009: Facebook
2013: Twitter (@carolinalivingP)
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Boomer Aging Curve
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.
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Retirement Migration Trends
Estimated share of Over 50s moverswho chose the Carolinas in 2012 = 9%.
Historically, only 7% of Americansmove to retire.
4% moved across state lines.
93% of Americans historically did notrelocate at retirement.
26% of 74 million living Boomers arepredicted to move at retirement, 50% acrossstate lines.
75% want to stay in workforce, up from 68%in 1996.
USA 55+ demographic expected to grow by 26percent, to 85.3 million, by 2014.
Source: US Census, 2012 Pulte Del Webb/Harris poll.
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Carolina In-Migration
Men, Women & Children all Ages (Gross-in)
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.
NC 310,000
SC 155,000
North Carolina
South Carolina
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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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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 lesseconomic leakage.
Example: Industrial products (chemicals toBMWs) are exported versus new housing productsare fixed and taxable forever.
Retiree income is more likely to be spent locally and less is sent toWashington.
Retirees are called the mailbox economy for the transferpayments imported from Washington.
Every new roof top creates 1.9 new jobs in the region.
In 2012, the Division of Tourism joins CarolinaLiving.com inpromoting NC Certified Retirement Towns.
Source: Green and Schneider (1989)
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Ranked Motivators Attracting In-Migrants
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 AreaBusiness Employment
0 10 20 30 40 50 60 70 80 90 100
% Indicating Most Important
Source: UNCA Retiree Motivation Study & Clemson Draper Study.
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Cost of Living Comparison - SC & NC
-8
-6
-5
-3
-2
0
2
3
5
6
8
CamdenSC
CharlestonSC
ColumbiaSC
GreenvilleSC
HiltonHeadSC
LancasterSC
MyrtleBeachSC
SumterSC
AshevilleNC
BurlingtonNC
CharlotteNC
DurhamNC
FayettevilleNC
GreenvilleNC
OuterBanksNC
WilkensboroNC
Wilm
ingtonNC
Winston-Salem
NC
Source: Index of cost data collected during 2012 by the American Chamber of Commerce
Researchers Association for six major categories of Consumer expenditures.
US Average
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Comparison to Other US Cities
Source: Index of cost data collected during 2012 by the American Chamber of Commerce Researchers
Association for six major categories of Consumer expenditures.
U.S. A V E R A G E
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Compare Per Capita Tax Burden
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.
The Carolinas consistently remain two of the most advantaged places to live.
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Whos the Real Competitor
Florida
Texas Gulf Coast
Arizona
Mississippi
Alabama
Tennessee
Pennsylvania
Costa Rica Panama
New Zealand
Fear of Moving
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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
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Tourism & In-migration Industry Threats
Customer Perceived:
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UNC - Asheville Appalachian Region Study
Retiree In-Migration Influence on Local Economy
Notes: a) 800 Households Support 2 Physiciansb) 82% Support Local School Bond Issues
Source: U.N.C. Asheville, Haas and Clemson, McLean
Average Annual Impact Per Household
Daily Living Expenses $35,975
(Not Vehicle & Home Construction)
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
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South Carolinas Retirement Industry
Consumer Impact
(624,890 People, 241,270 households, age 65+)
Per Household
Total
Employment Impact 1.9 Jobs 458,413 Jobs
Direct Annual Economic $35,795 $8.64 BillionOutput Impact
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.
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SC In-migration Economic Impact
The Real Annual Opportunity
Net 61,200
Gross 155,000Annual Living Expenditures $979 Million $2.5 Billion
($16k per cap)
Home Transactions (at $174k)
$4.1 Billion
$10.4 Billion
Annual Economic Contribution $5.07 Billion $12.9 Billion
PLUS
Creates Employment Impact
44,890 Jobs
113,700 JobsPaycheck - Earnings Impact $2 Billion $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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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.
Traditional Industrial Development
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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
Case: BMW vs Del Webb
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CarolinaLiving.com Guide
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 innext 12 Months
Exploring the options. Feeling good about the Carolinas.
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On Request Distribution Channels
Sanctioned21 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
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Leads with a Quality Difference
100% Have responder characteristics
100% Interested in Carolinas (vs. Southern Living, Golf Digest, Links, WSJ)
100% Have asked twice for visiting & relocation information
68% Offer date of next visit... Turbo-Tourist audience
66% Offer date of relocation
25% Offer date of purchase
43% Give home phone number
16% Work phone; 98% e-mail
67% Include spouses name
64% Disclose household income
69%
Share the amount they plan to invest in home.
14%
Plan to move/start a business
99%
Used www.CarolinaLiving.com
54% Exceed PRIZM wealthy, affluent & upper middle - twice thenational average.
Source: N=5,000 most recent responder households registering with CFCL.
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U.S.A. Origin ZipsSource: N=12,118 CarolinaLiving readers who registered 1/1/10-10/31/13by completing the 26-question Carolina Lifestyle Survey.
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Registrations - Top 20 State Origins
FL
NY
NC
NJ
SC
CA
OH
PA
MA
MI
VA
CT
MD
TX
GA
ILAZ
IN
WI
TN
5 10 15
2006-072012-13
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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Age Range
Under 30
30-39
40-49
50-62
63-69
70+
0 5 10 15 20 25 30 35 40
Source: N= 5,723 responder households in 2012-13 registering with Center For Carolina Living.
Over Age 502007: 37%
2008: 38%
2009: 41%
2010: 44%
2011: 45%
2012: 46%2013: 49%
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Educational Achievement
Doctorate
Post-Graduate
College Degreed
Some College
High School
0 5 10 15 20 25 30 35 40 45 50
Note: 56% of men and women surveyed have earned a college degree.(Carolina newcomers bring 40% higher educational achievement than ourindigenous population.)
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
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Combined Household Income
Average*
CarolinaLiving.com $106,000
National $51,000
NC
$45,150
SC $43,100
CarolinaLiving.com
$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.
Median**
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PRIZM Psychographic Comparison
0
4
8
12
16
20
Elite Wealthy Affluent Upper Middle
Source: N= 7,045 Responder households registering with CarolinaLiving and Claritas PRIZM Analysis.
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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
Law Enforcement
Real Estate
Manufacturing
Architect
Attorney
Responders by:
With average household incomes at $106,000, Carolina in-migrating families arrive readyto work with rich skills and high educational achievement.
Source: Center For Carolina Living: 2011-12 Carolina Lifestyle Survey of 2,477 in-migrating peopleby gender.
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Relocation Prospects are Turbo-Tourists
Note: 25% of responders have yet to visit the Carolinas.
Source: N=4,395 most recent responder households registering with Center For Carolina Living.
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Turbo-Tourists Visit Year-Round
Visiting families, in the hunt for jobs, moving a business, a second home or aplace to retire, plan further in advance, stay longer, spend more and return morefrequently than our typical visitors. Once moved, the turbo effect kicks in asthey create five separate vacationing parties per year from friends visiting.
Source: N= 4,393 most recent responder households registering with Center For Carolina Living
4.5 million of 65 million annual Carolina
visitors are here for the specific purpose ofinvestigating jobs, relocation and
retirement.Source: S.C. PRT Visitors Profile Study
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Courtesy: Robert Ariail, Knight Ridder
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Sizing Up Our Competition
Most in-migrating families (68%) are open to other destination options beyondthe Carolinas. This chart is a good indication of our real competitor based onthe Carolina Lifestyle Survey.
Source: N= 4,395 most recent responder households registering with Center For Carolina Living.
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Geographic Preferences Ranking
Coastal Region
Intracoastal Water
Oceanfront
Ferry Access/Island
Lake Country
Central Heartlands
Mountains
Foothills
Riverfront
Rural
Small Town
Urban
2 4 6 8 10 12 14 16
2006-072012-13
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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Community Type Preference
Traditional Neighborhood
Suburban
Small Historic Town
Residential Resort
College Town
Conservation Protected Property
Age-Qualified Retirement
Country Club
Air Park
2006-072012-13
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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Shelter Preferences
Pre-Owned
New Custom Built
Homesite/Lot
Rent a Home
Rent an Apartment
Rent While Building
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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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 ApartmentFractional Ownership
High Performance Home
Healthy Home
Home Automation Systems
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
The last on the chart were added recently.
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Planned Investment in Lot & Home
$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
4 8 12 16 20
2006-072012-13
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
Median South 2013: $186,300
Median National: $199,000
2006-07: $248,000
2012-13: $214,000 (Down 14%)
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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.
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Ranked Demand Products & Services
Its easier to make a short list of the product and service providers that DONT do well when 50 or 100 familiesmove to town.
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
Furniture
Home MortgageChecking/CD accts.
Residential Realtor
Job Service Search
Insurance Coverage
Automobile
Buyers Agent RealtorBoat
AAA Club
For Sale By Owner
Cruise Vacation
Financial Planning
Golf Equipment
Commercial Realtor
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Walking Paths
Shopping
SwimmingBicycling
Gardening
Museums
Boating
Fishing
Health Club
Computers
History
Camping
Golf
Equestrian
Canoeing
Marina
Tennis
SailingClubhouse
Hunting
Water Skiing
Civic Clubs
Air Strip
2006-072012-13
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Amenity & Activity Preferences
Source: 6,000 Carolina Lifestyle Survey responders from 2006-07 and 2012-13.
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Amenity & Activity Preferences
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23.Air Strip
22.Civic CLubs
21.Clubhouse
20.Hunting
19.Equestrian
18.Water Skiing
17.Sailing
16.Tennis
15.Marina
14.Computers
13.Golf
12.Canoeing
11.Health Club
10.History
9.Gardening
8.Fishing
7.Camping
6.Boating
5.Museums
4.Bicycling
3.Swimming
2.Shopping
1.Walking Paths
Over 50Under 50
Source: N= 4,000 most recent responder households.
23.Air Strip
22.Water Skiing
21.Hunting
20.Equestrian
19.Sailing
18.Tennis
17.Civic Clubs
16.Camping
15.Clubhouse
14.Canoeing
13.Marina
12.Computers
11.Golf
10.Health Club
9.Boating
8.Fishing
7.History
6.Museums
5.Bicycling
4.Swimming
3.Gardening
2.Shopping
1.Walking Paths
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Courtesy: Robert Ariail, Knight Ridder
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Preference for Health Services
Source: N= 5,000 most recent responder households registering with Center For Carolina Living.
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
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Top 20 Most Preferred SC Destination Towns
Source: N= 1,814 sample of households surveyed in 2012-13 by CarolinaLiving.com.
Numbers inGREENBar represent the percent. (#) =2006-07 ranking.
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NCOA Audited SC Towns1. 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. Lexington16. Anderson
17. Murrells Inlet
18. Seneca
19. Hilton Head
20. Irmo
21. Sumter
22. Easley
23. Beaufort
24. Taylors
25. Okatie26. 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 bycompleting the 26 question Carolina Lifestyle Survey, showing 307 moves to SC for 12 months ending 4/30/12.
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NCOA Audited SC Clusters
Grand Strand/Georgetown
Charleston Trident
Beaufort Area
Columbia/Midlands
Greenville/Spartanburg
Aiken
Northwestern SC
Rock Hill
Greenwood
Orangeburg
Sumter
Florence
Myrtle Beach, Little River, Murrells Inlet, Conway, Surfside Beach, Georgetown
Charleston, Mt.Pleasant, Summerville, Seabrook, Kiawah, Johns Island, Isle of Palms
Beaufort, Hilton Head, Bluffton, St.Helena Isl, Okatie
Greenville, Spartanburg, Simpsonville, Greer, Taylors
Aiken, N. Augusta, Edgefield
Pickens, Sunset, Anderson, Salem, Easley,Seneca, Westminster, Central, Clemson, Walhalla
Rock Hill, Fort Mill
Columbia, Lexington, Camden, Irmo, Elgin, Prosperity, Chapin, Newberry
Greenwood, McCormick, Abbeville
Orangeburg, Santee, Manning, Elloree
Florence, Marion, Hartsville, Darlington
Source: Claritas NCOA Audit depicting 307 moves as MSA clusters.
Sumter, Shaw
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U.S.A. DestinationsSource: N=12,063 moves since 2005; Equifax NCOA Audits ononly the 1% of CarolinaLiving readers who relocated afterregistering by completing the 26-question Carolina LifestyleSurvey.Not including land, lot and second home transactions not
tracked by NCOA. So we know there must be hundreds moremoves from the remaining 99% of readers who did not register.
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SouthEast Destination Audited Moves
Source: N=6,094 Equifax NCOA Audited moves ononly the 1% of CarolinaLiving readers who relocatedafter registering by completing the 26-questionCarolina Lifestyle Survey. Not including land, lotand second home transactions not tracked by NCOA.So we know there must be hundreds more movesfrom the remaining 99% who did not register.
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Carolina Destination Zips
Source: N=4,201CarolinaLiving registeredreaders who moved between 5/1/10 - 5/1/12.
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Carolina Moved DestinationsPlanning to Start or Move a Business 2013
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Carolina Destinations
Yellow= Over Age 50
Red= Under Age 502012
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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 trackedby NCOA. So we know there must be hundreds more
moves from the remaining 99.2%.
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NCOA Audited Moves CharlestonN =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 moremoves from the remaining 99.2%.
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NCOA Audited Moves Strand/Florence
N = 214 Moved Families 24 months ending 5/1/12
Source: Equifax NCOA Audits on only the .08% ofCarolinaLiving readers who relocated afterregistering by completing the 26-question
Carolina Lifestyle Survey. Plus land, lot andsecond home transactions not tracked by NCOA.So we know there must be hundreds more movesfrom the remaining 99.2%.
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NCOA Audited Moves
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Wilmington MSAN = 121 Moved Families 24 months ending
4/12
Source: Equifax NCOA Audits on only the .08% ofCarolinaLiving readers who relocated after registering
by completing the 26-question Carolina Lifestyle Survey.
Plus land, lot and second home transactions not trackedby NCOA. So we know there must be hundreds moremoves from the remaining 99.2%.
NCOA Audited Moves NE NC
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NCOA Audited Moves NE NC
N = 298 Moved Families 24 months ending 4/12Source: 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 mustbe hundreds more moves from the remaining 99.2".
P h il k R d d R di
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Psycho-File Marketer Recommended Reading
Developing Sustainable Planned CommunitiesUrban 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 BuysBridget Brennan (2009)
Ogilvy on AdvertisingDavid Ogilvy (1983)
Common WealthEconomics For a Crowded PlanetJeffery Sachs (2008)
Whats Next? Getting Ahead of Changehttp://www.uli.org/report/how-to-thrive-in-this-decades-unsettled-markets/
Urban Land Institute 2012
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We appreciate the Beaufort Board of Realtors!
Press & Research: http://www.carolinaliving.com/press-room