Nationally, 72.4% of all larger ZIP codes, or those with at least 1,000 occupied housing units, saw a decrease in their homeownership rate from 2000 to 2016, according to the report. Over the past few years since the turn of the millennium, several cities have shown dramatic shifts from homeownership to renting such as Cape Coral, Florida; Las Vegas and Phoenix. Other metros, especially in the Northeast, countered the national trend with an increase in their homeownership rate since 2000. One neighborhood in Atlanta, ZIP code 30313, saw the greatest gain and, as its median household more than tripled, homeownership increased from 13.1% in 2000 to 32.5% in 2016. In some areas, such as Houston and New York City, the homeownership rate has remained unchanged, yet several significant shifts have occurred within the city itself, according to the report. However, after the Great Recession, that rate came crashing back down to 62.9% in mid-2016. “Taking a closer look at some of the ZIP codes that have swung the furthest toward more renters among the 100 largest metros, we see that none of them are in any of the northeast metros, and most are in the southwest, Texas, or Florida,” the report stated. The chart below shows which U.S. metros held the most ZIP codes with increasing homeownership rates from 2000 to 2016. Trulia explained in its report that metros with higher rates of homeownership increases also saw higher construction rates among single-family homes and townhomes, rather than multifamily units. “Ultimately, our research found that neighborhoods that swung to renters from owners or vice versa were influenced by three factors: changes in household income, the type of new construction, or lack of it, in the area and the housing crisis which ultimately displaced huge swaths of the population,” Trulia stated in its report.
Tasty is one example in a massive trend that looks only to expand in the years to come, with YouTube reporting that video consumption rises by 100 percent every year and 80 percent of all internet traffic is set to be video by 2019. The immersive, quality content is certainly a huge reason why video has proven so successful, but there’s more. All this swiping and scrolling and visual clutter is rendering us almost incapable of functioning. Videos of 15 seconds or less are shared up to 37 percent more times than videos that last for 30 seconds or more. Mobile is by far the biggest driver of vertical video.” More social media platforms are also gearing up for vertical, including Instagram, WhatsApp and Facebook. Not only does this help enhance the user experience, but it drives qualified traffic to your site, filtering out the customers that are more likely to convert. It’s important for brands to have optimized video landing pages and video hubs, so they can control the user experience once the user has landed on your site.” The takeaway? Don’t be a one-trick pony Producing a digital video may take up more of your budget, but that doesn’t mean you should invest in just one video and use it across all marketing channels. Many marketers make the mistake of thinking a video is only used for brand campaigns and social media,” said Tyler Lessard, vp of marketing for Vidyard. It’s effective as part of email marketing, digital marketing, web, social media, brand and content marketing.” The takeaway?
Everybody knows that millennials (the generation currently between the ages of 20 and 36) are glued to their smartphones and couldn’t care less about your direct response marketing efforts, right? I’m not going to say that all millennials prefer mail over digital because that would just be another broad generalization -- but we do know that a significant majority of them (77%, to be exact) pay attention to direct mail advertising. And the biggest surprise may be that millennials’ affinity for mail, in general, surpasses that of other generations. How To Make The Most Of Your Direct Mail Advertising There are many ways for companies to put together targeted direct marketing campaigns, and they start by following these three tips. (Full disclosure: My company offers direct mail marketing services.) Build A Laser-Targeted Mailing List The data available to direct marketers continues to get better and more accurate. Test And Track Everything It is essential that marketers track everything when starting a new campaign or implementing a new strategy. It is a direct marketing approach that suggests if you can get your message in front of a prospect three times, that person will be able to recall who you are. After 27 times, that person will develop trust in you and your brand. That same strategy holds true when trying to reach millennials.