Cape Cod’s second home market:

Nearly half of all households are owned by consumers whose primary homes are off Cape. Can your business afford NOT to reach them? Ritt Communications specializes in the second home market.

Consider this scenario:

If you were a shoe manufacturer, and half the pairs you produced ended up on the assembly line floor and not in retail outlets, would you survive?

Obviously, not. You would be expending 100 percent of your resources to reach half of your market.

Yet, on Cape Cod, most businesses ignore the reality that nearly half of your potential customer base is comprised of second homeowners whose primary addresses are off Cape. If your marketing dollars are spent all on Cape Cod, you are wasting 50 percent of your budget. It’s that simple.

In some of the most affluent towns on the Cape, that figure is closer to 60 percent!

This is why ANALYSIS of your customers is …
… critical to your marketing strategy.

The second home market: Did you know?

The average second homeowner on Cape Cod spends 60 percent more on their home than full-time residents?
More than 70 percent of the best second-home customers live within two hours drive time of the Cape.
The most affluent second homeowners have their primary homes elsewhere in Massachusetts.
Eight percent of current second homeowners plan to move full time to Cape Cod within the next five years.
An additional 14 percent plan to become full-time residents within the next 15 years.
Those 11,000 households moving here will spend approximately $9,000 making the transition.
Unlike previous generations, tomorrow’s many Cape Codders are coming not to retire but to rewire. At least four out of 10 plan to work here.
More than half of second homeowners have pre-tax household incomes between $100,000 and $500,000.
Virtually every second homeowner has an Internet connection.

These are just a few of the critically important ANALYTICAL markers to construct your custom marketing strategy for 2010 and beyond.

How can you reach the right second homeowner for your business or service?

If you are a builder or remodeler, for instance, you can target homes based on the age of their residents or the year they purchased their property, or even whether their home was built 200 years ago.
If you want to reach second homeowners who are doctors and lawyers working in Boston, you can do so.
If you want to capture the attention of a second homeowner who plans to move here fulltime, you can analyze the best demographics by household to handicap your targets.

To learn more about the second-home market, contact us at:

508-558-0271
glenn@rittcommunications.com