center for carolina living in-migration

8/10/2019 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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DELIVERING MARKETING, RESEARCH AND LEAD GENERATION SERVICES SINCE 1986

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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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DELIVERING MARKETING, RESEARCH AND LEAD GENERATION SERVICES SINCE 1986DELIVERING MARKETING, RESEARCH AND LEAD GENERATION SERVICES SINCE 1986

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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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DELIVERING MARKETING, RESEARCH AND LEAD GENERATION SERVICES SINCE 1986DELIVERING MARKETING, RESEARCH AND LEAD GENERATION SERVICES SINCE 198614

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.


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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



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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



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Shelter Preferences

Pre-Owned

New Custom Built

Homesite/Lot

Rent a Home

Rent an Apartment

Rent While Building



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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


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


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



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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.


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



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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


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


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


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

center for carolina living in-migration

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