WHO ARE WE?
These neighborhoods are found in pastoral settings throughout the United States. Consumers are educated empty nesters living an active but modest lifestyle. Their focus is land. They are more likely to invest in real estate or a vacation home than stocks. They are active gardeners and partial to homegrown and home-cooked meals. Although retirement beckons, most of these residents still work, with incomes slightly above the US level.
• Over 55% of households are married-couple families; 36% are couples with no children living at home.
• Average household size is slightly smaller at 2.44.
• Typical of areas with rustic appeal, the housing inventory features single-family homes (77%) and mobile homes (15%);
a significant inventory of seasonal housing is available (Index 397).
• Residents live in small towns and rural communities throughout the West, South, and Northeast regions of the country.
• More than half of all homes were constructed between 1970 and 2000.
• Most households have one or two vehicles; average travel time to work is slightly higher (28 minutes) despite a disproportionate number that work from home (Index 149).
• 60% have attended college or hold a degree.
• Unemployment is lower at 4.8% (Index 88), but so is labor force participation at 60%.
• Typical of neighborhoods with older residents, income from retirement and Social Security is common, but residents also derive income from self-employment and investments.
• Residents are very do-it-yourself oriented and cost conscious.
• Many service their own autos, work on home improvement and remodeling projects, and maintain their own yards.
• They prefer domestic travel to trips abroad.