Published On Jul 02, 2024  
in  Areas of Expertise

Selecting the prime spot for your business is paramount. Sure... rent, access, and competition are factors to consider, but what about demographics?

Demographic data shows who the residents, workers, and shoppers are in a specific area. It provides a detailed breakdown of the local population. But with a vast amount of data available, which metrics truly hold the most weight for your business?

Know Your Ideal Customer Before you even think about diving into demographics:

An ideal customer profile is essential for understanding how to bring products and services to market in an effective way.

For example, imagine opening a new gym or fitness studio.

Your ideal customer might not just be someone who values fitness; they might be a busy professional with disposable income looking for a convenient place to walk the treadmill once in a while or take some classes.

By focusing on demographics like age, income and occupation, you can identify areas that resonate with your target market. It's like having a map that leads you straight to your ideal customers.

The Details Are In The Demographics:



Different ages respond to different marketing methods and business models. A vital part of getting people through the door is ensuring that your business is located in the correct environment to find your ideal audience.


Disposable income is vital to determining price point and if the audience can afford the product/service. A community that has a healthy mix of income levels might offer a wider range of opportunities for products and services, allowing your business to be more flexible with pricing.


What a potential customer does for a living can help in understanding the subtle offerings and services that will succeed in an area. Imagine surrounding local businesses or a large population of remote workers. Salons and coffee shops might do extremely well here.

Family Structure:

Understanding family structure can be very informative. Quick serve restaurants might thrive in areas with young families, while medical offices specializing in geriatric care would target areas with more retirees.

While those core demographics are essential, considering these additional factors can give you a more comprehensive picture:

Population Growth Trends:

Is the population in your potential area growing, shrinking, or aging?

According to a Pew Research Center study, the millennial generation is now the largest adult generation in the US, surpassing Baby Boomers.

This trend suggests a growing market for businesses that cater to the preferences of millennials, such as health-conscious food options and experience-oriented retail.

Staying ahead of these shifts can be the responsive business move which your business needs to take that next big step.


Analyzing the existing competition in your chosen area and knowing your competitors' target demographics can help guide your strategy, and where you might find a gap.


Consider the overall lifestyle of the residents in your area. Are they health-conscious, fashion-forward, or busy professionals?

Understanding their values and preferences can help you tailor your offerings and marketing approach to resonate with them on a deeper level, building a loyal customer base.

Demographics are just one consideration in the larger picture. Don't forget to factor in elements like accessibility, parking availability, zoning regulations, and rental costs.

But when it comes to using demographic data effectively, here are some tips:

  • Demographics alone won't paint the full picture; they should be part of a larger strategy.
  • Use data visualization tools. Charts, graphs, and heat maps can help you identify trends more easily, turning complex data into actionable insights.

Seek expert advice. Real estate professionals like your PECO leasing representative can provide valuable insights and guidance, helping you navigate the data.

The Future of Demographics: The landscape of demographics is constantly evolving, and there are some exciting trends on the horizon.

Big Data:

The rise of big data will provide even deeper insights into consumer behavior, allowing businesses to make more informed decisions about location and target markets.


Beyond traditional demographics, psychographic data – like consumer attitudes and interests – can offer a more nuanced understanding of your target market, helping you connect with them on a deeper level.

Real-Time Data:

Real-time data analysis will allow businesses to adapt their strategies based on dynamic demographic shifts, keeping you ahead of the curve and ready to pivot as needed.


Remember, the ideal location for your business will vary depending on your specific model and target market. But by taking the time to analyze demographic data, integrating it with other crucial factors, you can find the perfect place to establish your roots and watch your business grow. It's like having a map that leads you straight to your ideal customers – all you need to do is follow the data.

Jordan Titshaw
Jordan Titshaw
Leasing Professional