The Best-Neighborhood Strategy

The best-neighborhood strategy is the business-to-consumer (B2C) application of the The Dream 100 concept. It involves focusing your marketing efforts on the most affluent or otherwise ideal neighborhoods in your service area.

The Principle

Instead of marketing to an entire city or region, you can achieve a higher return on investment by concentrating your resources on a smaller, more targeted geographic area.

How to Implement the Strategy

1. Identify Your Best Neighborhoods: Use demographic data to identify the neighborhoods with the highest concentration of your ideal customers.
2. Consistent Marketing: Use direct mail or other targeted marketing channels to consistently market to these neighborhoods over a long period.
3. Build Top-of-Mind Awareness: The goal is to become the go-to provider for your product or service in that neighborhood.
4. Offer a Premium Experience: When you do get a customer from one of your target neighborhoods, provide them with an exceptional level of service to encourage word-of-mouth referrals.

This strategy is particularly effective for local businesses such as real estate agents, dentists, and restaurants.