You wouldn’t ever try and sell sand to a person who lives on the beach, or, snow to someone who lives in Alaska. That makes perfect sense, right? Well this strategy makes that same sense when it comes to selling just about anything. Demographic studies, compiled by research companies, are key when knowing what is needed for the people and businesses in a specific area. Many of these research and marketing companies can help significantly when it comes to making your business a success. When a buddy of mine decided to start up a new HVAC repair and sales company, he paid one of these companies for their services. They were able to supply a list on homes in the area that were built in certain years, what type of heating and cooling they had installed, and even when the properties were last updated or sold. Now, you can gather this information yourself by searching properties in your area, if you have countless hours and know where to look. However, it may be in your best interest to pay a company to do this for you. This frees up your time to actually contact homes or send advertisements to the ones that make the most sense. It would be a waste of valuable advertising money to send out flyers for replacement HVAC units to brand new homes that probably don’t need them anyway. Paying for advertising is something that anyone wants to avoid so you need to make sure that every dollar works hard for you. Knowing your target audience is key in any of these situations.