Luxury Lists: How to Find the High-End Buyers

Want to reach wealthy consumers? Don’t base your list selection on income.

For one thing, self-reported earnings can’t be relied on—people often exaggerate.

“For that reason, we don’t rely on income selects, except as a secondary source as part of the data-verification process,” says John Salmon, president of Media Source Solutions.

Likewise, lists of wealthy investors don’t always pull good results. And the ideal target may not even be the person making the money. Wives often do the actual purchasing.

“Gender is a big thing to consider in certain product categories because the wife will be the decision maker,” says Diane Widerstrom, vice president of integrated services at Response Media.

So what do you use?

You can start with compiled lists of people who own private airplanes or luxury cars and boats—that data can be appended to response files. Or you can mail magazine sub lists like those of Sail and Cruise World.

The wealthiest Zip codes can be found on the Fortune subscriber file.

Specific purchase data works in any market category. Buyers of accessories for luxury cars can be found on catalog lists like that of Performance Automotive. Other high-end catalogs include TravelSmith, Barrie Pace, Ballard Designs, Crutchfield and Day Timer.

What constitutes a luxury purchase?

It could be a $60 order from American Stationery can be considered a luxury purchase. But that figure could rise to $500 in other product categories, says Linda Callahan senior vice president of brokerage at Leon Henry Inc.

Either way, it pays to read between the lines. Women who attend fundraising events and travel would probably be good prospects for luxury offers. Equestrian lists also indicate expensive interests.

And check out the level of accommodations purchased by cruise ship travelers.