Homeowners

Housing in DFW remains much more affordable than in other major U.S. cities, making the ability to own a home a reality for many. Single-family home building is robust in DFW, with residential construction permits increasing 54.8% between December 2008 and December 2009.

Case Studies

Top Solutions

Sunday Dallas Morning News

  • OVer 670,000 DFW homeowners read the Sunday Dallas Morning News*
  • Over a quarter of Dallas-area homeowners have been reading The Dallas Morning News for 10 years or more**
  • Nearly half of DFW homeowners agree that they value the way newspapers cover local news, and nearly 30% rely on newspapers to keep them informed***

Dallasnews.com

  • 78% of the dallasnews.com weekly visitors are homeowners**
  • Of the over 465,000 Dallas-area adults who have read an online newspaper or magazine in the past week, 72% are homeowners***
  • More than half of Dallas-area homeowners agree that the Internet is the first place they look for information***
  • 62% of homeowners in the Dallas area agree that they value websites that provide them with local news and information***

Travel Section (The Dallas Morning News, Sunday Edition)

  •  Over 724,000 DFW-area homeowners read the Travel section of the Sunday Dallas Morning News weekly**
  • 42% of DFW homeowners have taken a domestic vacation in the past 12 months, and 40% have taken a foreign travel vacation in the past three years*
  • Dallas-area homeowners are 26% more likely to use all-inclusive resort packages and accommodations when they travel abroad***

HomeCenter/New Homes (Real Estate, The Dallas Morning News, Sunday Edition) 

  • Over 314,000 homeowners in the Dallas area read the HomeCenter – New Homes section in the Sunday Dallas Morning News**
  • Nearly 200,000 Dallas-area adults attended a home and garden show in the past 12 months, and 84% of those were homeowners*
  • Over 86% of DFW homeowners have shopped at any home improvement store in the past 12 months, and over 33,000 homeowners have spent more than $5,000 on home improvements in the past year*

Market Week (Business Section, Mondays)

  • Nearly 82% of the Market Week audience in the Monday Dallas Morning News are homeowners**
  • Over 60% of DFW homeowners have some kind of investments*
  • 92% of DFW business owners are also homeowners, and 88% are C-Suite level executives**
  • Nearly 200,000 Dallas-area homeowners agree that they would pay any price for sound financial advice from a professional***

FD Luxe

  • Over 167,000 Dallas-area homeowners agree that designer labels improve a person’s image***
  • Over 28,000 have purchased a piece of luxury jewelry or watch in the past 12 months***
  • 23% agree they enjoy keeping up with the latest fashions, and 10% say they use fashion magazines as inspirations for what to purchase***

Facebook/Social Media

  • Over 20% of Dallas-area homeowners would consider themselves to be “social connectors”***
  • OVer 32% agree that their cellphone/smartphone keeps them connected to their social world***
  • Over 800,000 DFW homeowners claim that the Internet is the main way they socialize or meet new people***

*2011 Release 1 Scarborough Report. Copyright 2011 Scarborough Research. All rights reserved. 2011

**2009 Scarborough Custom Recontact Study / 2009 Scarborough Research ALl rights reserved 2009

***2010 Simmons LOCAL Study Dallas DMA / Experian SImmons All RIghts Reserved 2010