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Real Estate

Another Niche To Consider Marketing To – Mothers



Brandie Young | 2010/01/21  | 18 Comments

wooden moms1 300x225 Another Niche To Consider Marketing To – Mothers

Last year I wrote a post on marketing to women as a niche buyer.  To further target this buyer, try appealing to mothers.

Compelling stats

There are 75 million mothers in the U.S.  According to the Marketing to Moms Coalition this group is responsible for $2.1 Trillion in spending. 

  • 5 million moms own their own businesses
  • 88% of mothers refer to themselves as household CFO
  • 40% of boomer moms are involved in purchases for their aging parents

We know some things about this group.  According to Neilsen’s Moms Annual Media Survey these busy ladies’ most common online activity is paying bills, reading the news, researching products and shopping.   Check out this November 2009 survey for more details.

Also compelling is the marketing upside.  58% of moms surveyed believe ads that target moms are effective, particularly when they are relatable depicting daily life scenarios such as having fun with the kids, or multitasking.   

They’re online … you’re online

I wonder how well a Moms section on your blog would be received, and if it would be a good use of your time?  You can start by repurposing some of your current content – school info, local parks info, shopping, etc. then adding more to it.

Anyone have any stories to tell regarding mom’s as niche buyers?

photo


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This article published on Thursday, January 21st, 2010 at 12:43 pm | Contact the editor

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Topics: Real Estate

About this Columnist (Full Profile)

Brandie is an unapologetically candid marketing professional who was recently mentioned on BusinessWeek as a Top Young Female Entrepreneur. She recently co-founded consulting firm MarketingTBD. She’s held senior level positions with GE and Fidelity, as well as with entrepreneurial start-ups. Raised by a real estate Broker, Brandie is passionate about real estate and is an avid investor. Follow her on Twitter.

Email Brandie Young



Comments (18)

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  1. RealEstate Babble:

    AgentGenius: Another Niche To Consider Marketing To – Mothers http://bit.ly/6la44y Full http://bit.ly/68p1kM
  2. AgentGenius:

    #agnow Sage advice, Todd. Did anyone follow it? http://bit.ly/5WvzKv
  3. Real Estate Ninja:

    Another Niche to Consider – Moms http://bit.ly/7TH6T4 #RealEstate
  4. Niche Domination:

    Another Niche To Consider Marketing To – Mothers: By Brandie Young on January 21, 2010 | 2 Responses · Another Nic… http://bit.ly/82Z4BF
  5. Another Niche To Consider Marketing To – Mothers « BrandieYoung's Weblog:

    [...] more [...]
  6. Natasha Hall:

    Another Niche To Consider Marketing To – Mothers – Last year I wrote a post on marketing to women as a niche buyer…. http://ow.ly/16ompK
  7. AgentGenius:

    #agnow this sounds great and almost a no brainer as a mom, the things i am interested are what mom's are interested in. http://bit.ly/5WvzKv
  8. AgentGenius:

    #agnow Great, Nanette – you won't have to reach far at all! http://bit.ly/5WvzKv
  9. Ken Brand:

    Another Niche To Consider Marketing To – Mothers http://bit.ly/7w5Cd5 / The knock at your marketing door is this from @brandiei
  10. Top 10 real estate posts of the day for 1/22/2010 : Tempe real estate and free home search:

    [...] Another Niche To Consider Marketing To – Mothers – Who is looking for a new niche idea? I’m betting Jonathan Dalton jumps on this one [...]
  11. AgentGenius:

    #agnow [...] Another Niche To Consider Marketing To – Mothers – Who is looking for a new niche idea? I’m bett… http://bit.ly/5WvzKv
  12. Fran Rokicki:

    @agentgenius Another Niche To Consider Marketing To – Mothers http://bit.ly/7EW5Bi
  1. Todd Carpenter says:
    2010/01/21 at 1:29 pm

    Three of four years ago, I wrote a post on the Realty Blogging blog (long gone now) about how a “So you’re having a baby” blog would be a good idea. Load it with local resources like Lamaze classes and nursery design. The idea being, that having a baby represents one of those key events in life that often trigger the purchase of a new home.

    Reply
  2. Ben Goheen says:
    2010/01/21 at 2:57 pm

    Brandie – on a similar note, here are a few good blogs I read that are geared towards marketing to women:

    wonderbranding.com/
    womenwisemarketing.com/
    marketlikeachick.com/
    marketingtowomenonline.typepad.com/blog/

    Reply
  3. Nanette Labastida says:
    2010/01/21 at 8:21 pm

    this sounds great and almost a no brainer as a mom, the things i am interested are what mom’s are interested in.

    Reply
  4. Ken Brand says:
    2010/01/21 at 9:18 pm

    Smart.

    I thought this was interesting: marketingtowomenonline.typepad.com/blog/2010/01/marketing-to-moms-on-facebook-report.html

    :-)

    Reply

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