Customer Analysis
Demographic Profile of Target Market
Barbara Brooks, Real Estate Agent, will target those residents residing in Malibu and those looking to move to Malibu. Barbara’s goal is to eventually represent luxury properties and wealthy clients exclusively, but she is aware that she will need to increase her realtor reputation first by increased experience in the field. For now, Barbara will start small with first time home buyers and low to middle income properties, sellers, and buyers.
The precise demographics for the area are:
| Total | Percent | |
|---|---|---|
| Total population | 12,620 | 100% |
| Male | 6,271 | 49.70% |
| Female | 6,349 | 50.30% |
| Under 5 years | 253 | 2.00% |
| 5 to 9 years | 404 | 3.20% |
| 10 to 14 years | 906 | 7.20% |
| 15 to 19 years | 622 | 4.90% |
| 20 to 24 years | 582 | 4.60% |
| 25 to 34 years | 800 | 6.30% |
| 35 to 44 years | 994 | 7.90% |
| 45 to 54 years | 2,165 | 17.20% |
| 55 to 59 years | 1,488 | 11.80% |
| 60 to 64 years | 1,193 | 9.50% |
| 65 to 74 years | 1,884 | 14.90% |
| 75 to 84 years | 900 | 7.10% |
| 85 years and over | 429 | 3.40% |
| Total | Percent | |
|---|---|---|
| HOUSING OCCUPANCY | ||
| Total housing units | 7,778 | 100% |
| Occupied housing units | 5,681 | 73.00% |
| Vacant housing units | 2,097 | 27.00% |
| UNITS IN STRUCTURE | ||
| Total housing units | 7,778 | 7,778 |
| 1-unit, detached | 5,172 | 66.50% |
| 1-unit, attached | 591 | 7.60% |
| 2 units | 99 | 1.30% |
| 3 or 4 units | 531 | 6.80% |
| 5 to 9 units | 95 | 1.20% |
| 10 to 19 units | 177 | 2.30% |
| 20 or more units | 304 | 3.90% |
| HOUSING TENURE | ||
| Occupied housing units | 5,681 | 5,681 |
| Owner-occupied | 4,410 | 77.60% |
| Renter-occupied | 1,271 | 22.40% |
| VALUE | ||
| Owner-occupied units | 4,410 | 4,410 |
| Less than $50,000 | 67 | 1.50% |
| $50,000 to $99,999 | 0 | 0.00% |
| $100,000 to $149,999 | 108 | 2.40% |
| $150,000 to $199,999 | 20 | 0.50% |
| $200,000 to $299,999 | 83 | 1.90% |
| $300,000 to $499,999 | 39 | 0.90% |
| $500,000 to $999,999 | 649 | 14.70% |
| $1,000,000 or more | 3,444 | 78.10% |
Customer Segmentation
Barbara Brooks Real Estate Agent, will primarily target the following customer profiles:
- First time home buyers
- Those residents selling, buying, or leasing within Malibu or its surrounding communities
- Residents looking to move or relocate to Malibu in the next six months