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Wealth Indicators: How to Use Wealth Signals to Spot Wealthy Prospects

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Wealth indicators can help you identify your top prospects fast. Use these wealth signals to determine if you’re talking to someone who has the capacity, and even the propensity, to give or spend.

As wealth continues to grow across generations and geographies, it’s becoming progressively harder to identify High Net Worth and Ultra High Net Worth Individuals. Some can be found easily based on their spending and giving behaviors. But, with the increased accessibility of consumer goods,  tangible items are becoming less useful to indicate wealth. So, to maintain their status, HNWIs and UHNWIs are investing their money in new areas. Which begs the question: are there universal wealth indicators? If so, what are these wealth signals?

Wealth indicators can be broken into two types: traditional and intangible. Let’s explore specific wealth signals to look out for so you can easily identify HNWIs and UNHWIs who may be hidden in your database.

Traditional Wealth Indicators

Traditional wealth indicators are tangible items or easily discoverable characteristics that would indicate that your customer, donor, or prospect is wealthy. For example, an individual may be wealthy depending on these four wealth signals:

1. Profession

Is this person’s profession similar to the average profession of a HNWI? If so, their job can give you a better impression of how much they earn, their net income, and what their potential spending and giving capacities are.

2. Foundation Affiliations

Do they sit on any boards? Have they started any foundations? If so, they are far more likely to give to causes or spend on high-end goods.  

3. Size of their Charitable Gifts

How much have they contributed to causes? Could their donation be considered a major gift? By looking into this further, you’re able to determine if the individual has a history of donating major gifts. Otherwise, based on their income and net worth, they at least have the capacity to make considerable contributions to your cause, or others. 

4. Real-Estate Holdings

Does this HNWI or UHNWI own additional properties? The number of properties or value of the existing property the individual possesses can indicate their net worth.

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So, by using WealthEngine’s wealth and lifestyle insights, you can easily search for wealth attributes, do a wealth screening, build a wealth model, score your contacts, segment your audience, and drive outreach and learn more about current and prospective donors and customers on one seamless platform.

WealthEngine Customers: Login to see wealth signals for your contacts.

Intangible Wealth Indicators

Intangible wealth indicators are consumer choices or investments that aren’t blatantly obvious or material in nature. Since 2007, the United State’s top 1% (individuals who earn >$300k each year) are spending significantly less on material goods. Why? Since more goods are readily available, including luxury products, many HNWI/UHNWI and members of the middle class own many of the same things. So, there’s no differentiation between the rich and middle class. To secure their status and maintain their exclusivity, the wealthy are now investing more in cultural capital. This would include investments in services such as:

  • Education
  • Healthcare
  • Retirement

As a result, their wealth signals are becoming less overt. By pouring their liquid assets in services, not only are wealthy individuals able to cement their status in an exclusive way, but they have a greater amount of influence in their communities and beyond.

That being said, what is the best way to understand or appeal to individuals who approach their wealth this way? Well, when you combine wealth data with interest and affinity information, you can gain a 360-view of your donors and customers. This equips you with the essential tools to engage prospect in ways that are personal and relevant.

Check Out Profiles On the New WealthEngine9 Platform

WealthEngine9 or WE9, our newest release, is transforming the prospecting landscape. Explore how our Engagement Science™ speeds up the way you screen, analyze, find insights, and predict outcomes through modeling. 

 

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Who are the Forbes 400 Billionaires?

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Of course they’re all wealthy but what else separates these billionaires from everyone else? 

We took a look at the top billionaires in the country to see what their interests are, how many properties they have, who they donate to, and what their demographics look like. We also analyzed how these billionaires differ by age. How do the youngest stack up against the oldest? What makes each age group tick?

Continue reading “Who are the Forbes 400 Billionaires?”

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Who are the NFL Fans? We’ll tell you.

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Football season is in full swing, and teams are in competition yet again on the road to Minneapolis on February 4th. There’s volumes of data on the players, but what about the fans?

We’ve analyzed the 32 towns to see who drives what car, who owns a business and where the millionaires are. Do wealthy towns have winning teams? Check our stats below to see how your team and town stack up.

How does WealthEngine do this? With great data and cutting edge analytics. We can find football fans, car enthusiasts, millionaires and spenders. We do it every day for our over 3,000 customers. To learn how WealthEngine can help your company, request to be contacted here.

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6 Ways to Maximize Your Holiday Marketing

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As summer comes to a close, the holiday season is fast approaching! What is your brand doing to prepare for the holiday rush? Consumers will be ready to spend. What data are you using to segment your customer base and supercharge your marketing efforts? Do you know the customers or prospects that can afford the products you sell?

Below are some helpful tips from WealthEngine for marketers to execute a flawless holiday season marketing campaign:   

  • Start you holiday marketing early to raise awareness ahead of the holiday season. This way when customers are ready to purchase, your brand is top of mind!
  • Segment your audiences using wealth and lifestyle intelligence to ensure the appropriate message goes to the right consumer.
  • Create multi-channel marketing campaigns (email, snail mail, banner ads, etc.) that have continuous impressions to achieve maximum results.
  • It’s never too late to put together an effective marketing campaign. Using relevant data to inform your decision making will supercharge your efforts. Don’t be afraid to get other departments in your company psyched about the holiday push and let them know how they can help you best.
  • While considering new market trends, always review what worked well last holiday season and plan to replicate your previous successes. How can you optimize what already works using new data?
  • Finally, don’t be afraid to be bold and take chances. The holiday season can be a frantic rush of consumer decisions and the brands that stand out will win the consumer’s attention.

For more information and help preparing for your Holiday season, contact WealthEngine today. 

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America’s Wealthiest Singles 2017

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In honor of Valentine’s Day we analyzed the wealthiest bachelors and bachelorettes in the country. Take a look at the infographic below to see where these singles live, what they’re interested in, how charitable they are, how many properties they own, and more.

Curious how we found and analyzed this list? We started by creating a list in WE Prospect of single men and women in the US with a net worth greater than $5MM. Then we used WE Analyze, our predictive lead scoring and analysis platform, to visually see the composition of the singles. The best part? We got all of this information within minutes.

Want to see it yourself? Contact us for a demo.

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Money Can’t Buy Me Love…or Can it? What Luxury Marketers Need to Know

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Wealth in the U.S. is growing. Affluent consumers have more cash post-recession and are ready to make investments. Whether in fashion, jewelry, auto, real estate – it’s not about the statement, but all about the sentiment. It’s about how that brand or product makes them feel. The aspirational consumer still exists but, it is the traditional luxury consumer who will build a long term relationship and be a brand ambassador.

I had the pleasure of hosting a webinar today, Engaging The Re-Emerging Affluent Consumer, with Steve Kraus, SVP, Chief Insights Officer at Ipsos and Ginette Wright, VP of Luxury Marketing at NRT.

From the Ipsos Affluent Survey, Steve shared the latest data showing that Affluent optimism about the economy is nearly at a 4-year high, and is particularly strong among sub-segments such as Affluent Millennials, Affluent Men, and Ultra Affluents ($250k+ HHI).  As a result, he finds that Affluents are “rising up the hierarchy of needs,” and spending more in highly-discretionary areas such as travel, leisure, experiences and luxury.  Looking ahead, Affluents are expecting a better year in 2015, both personally and economically, and this optimism is shaping their willingness to spend, as well as their desire to be more aggressive with investments than last year. 

Representing a leading luxury real estate company, Ginette also shared that there is a greater strength of the top 1% in the U.S. market. There’s so much growth that there is sometimes a lack of inventory. And who’s driving the buying? No surprise …the Millennials. They have a stronger interest in buying and, on average, spend more. But the fact they buy much differently than the traditional needs to be considered.

So, what does this all mean?

The economy affects behavior, demographics dominate buying trends, and the increased challenge of finding the right people, at the right time, in the right channel continues to press hard on luxury marketers.

We all hear a lot of buzz about data-driven marketing, but how a company embraces it is going to dictate how it is going to thrive. Data is data. It’s only when data is aggregated, analyzed, and turned into insights,  that it will drive value to your customers and add to your bottom line.

And it’s not managed by one person or one department. It now requires a company effort and corporate alignment to effectively manage a data driven strategy

It’s time to evolve. Things to consider:

  • Personalization: Using data to personalize and customize experiences is going to help make a brand stand out from the noise, deliver value, and ultimately create a brand ambassador.
  • Prospecting: Using predictive analytics and look-alike modeling allows marketers to look at their best customers and find more who look just like them.
  • Circle of Friends: Analyzing a high potential client or prospect and uncovering their sphere of influence can further build your target audience.

And finally, a motto to live (or work) by… Marketing is what you say. Value is what you do.

Creativity, witty messaging, special promotions can only get you so far…it’s only when you speak to the heart (mindset, passions, and values of your customers) and deliver customized products and authentic experiences, that you deliver value and gain brand loyalty.

So, in the name of love, what’s your strategy? 

Want us to help turn your data into meaningful insights? Schedule a demo with us.

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A View from the Top: Learnings from the Luxury Insights Summit

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Regardless of wealth, we all buckled down during the recent recession. But the economy has rebounded and there is endless opportunity for luxury marketers. There’s one caveat. Luxury marketers must be strategic in their approach and most of all, truly focus on the consumer. The era of the aspirational consumer is gone. Now, luxury consumers demand your full attention and welcome personalization and customization.

At yesterday’s Luxury Daily Luxury Insights Summit, we all walked away with a wealth of knowledge (no pun intended).  Cara David, managing partner of YouGov, presented some key findings from the Survey of Affluence & Wealth (YouGov/TimeInc). The key themes included:

  • A Global Affluent World: Global wealth was $263 Trillion in 2014 and is estimated to be $281 Trillion in 2015. And, more than 3/4 of that wealth is help by the top 10%.
  • Fear of Edges: Qualitative concerns dominate the world of affluence, including unquantified risk, social justice, economy, and political corruption.
  • The Time Has Come: There’s an estimated 6.6% increase in luxury spending in 2015. In fact, 42% of global luxury consumers are looking forward to buying luxury goods and services more than they did a year ago.
  • Enlightened Choice: There has been a journey from blind consumption to enlightened choice. Now seeking craftsmanship, value, service, and true uniqueness.

So, what’s the next big thing in luxury marketing? Reciprocity. By reciprocating with consumers, marketers are personalizing their experience and empowering the consumer to customize as well. Nearly 60% will consider a brand when messaging, websites, and apps are tailored to them.

Quoting Cara, “Luxury is a necessity but brands are not.”  Whether in denial or not, brand loyalty is dropping, as luxury consumers have become brand immune. That’s why targeting your audience, using insights to best understand them, and tailoring your outreach is critical. Make it your business to get personal.

Are you finding that personalized messaging is helping you to gain a larger share of the market?

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3 ‘Must Know’ Tips to Win New Clients with Email

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There are currently almost 15 million millionaires in the United States. There’s an expected 10 million new luxury consumers each year. You do the math. There’s a vast audience of potential customers but not everyone has the same capacity and affinity to buy your products and services. That’s the hard part. Best of breed luxury marketers learn about their current customers and build a look-alike target audiences.

Continue reading “3 ‘Must Know’ Tips to Win New Clients with Email”

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The New Audience of One

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In a recent TravelWeekly article, Emmanuel Perrin, CEO of Cartier North America, was the first to say it: “Client care is the final frontier…You can’t go wrong investing in client experience… What is good for the client is good for the retailer and is good for us.” Today’s luxury buyer might not be so easily seduced, at least not by brands. Jim Taylor, vice chairman of the research firm YouGov, presented the findings of the Survey of Affluence and Wealth, conducted in partnership with Time Inc. And those findings were mixed at best for the audience of luxury CEOs and marketing executives from the fashion, automotive, jewelry, beverage, retailing and travel industries.

Continue reading “The New Audience of One”

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The Evolution of Luxury in 2014 & Beyond

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The world of luxury continues to evolve. Luxury consumers have shifted their mindset …and their wallet. We experienced the shift from a community where Affluents wanted to be noticed to more of a sense of community where value and personal worth takes precedent. As noted in A Tale of Two Markets: A Global Perspective on Affluents and the Business Elite, the mid-2000s boom was marked by a shared sense of what luxury meant – the imagery of yachts, private jets, and classic (if sometimes ostentatious) brands was pervasive. 

Continue reading “The Evolution of Luxury in 2014 & Beyond”