In order to analyze the market value of owned homes by Income Quintile we have broken the national population into the following categories:

1. The average market value of owned home nationally by folks in the lowest 20% Income Quintile.
2. The average market value of owned home nationally by folks in the second 20% Income Quintile.
3. The average market value of owned home nationally by folks in the third 20% Income Quintile.
4. The average market value of owned home nationally by folks in the fourth 20% Income Quintile.
5. The average market value of owned home nationally by folks in the highest 20% Income Quintile.

Here again some fairly expected observations could be seen during our analysis - clearly the income that an individual or household makes largely determines the market value of the home that they will be able to afford. Thus income quintile and housing values have a very high correlation indeed. This fact is clearly borne out by the data which shows that in both 2005 and 2014 the folks with in the higher income quintiles on average lived in homes with higher market values as compared to folks in lower income quintiles. What was surprising was to see the rate of change in the market values of homes in the lower and higher income quintiles - thus in the lowest income quintile we find that over the 10 year period there a decline of 1.6% as compared to the decline of 5.5% in the market value of homes belonging to folks in the highest income quintile.

However when one starts looking at pure valuations, the numbers tell a very different story - in 2014 the average home value for someone in the lowest 20% income quintile is $62,811 compared with $345,877 for folks in the highest income quintile. Thus at the very high end of income the value of homes owned are almost six times the value of homes owned by folks in the lowest end of the income spectrum.

There is little doubt in the minds of Frank and Peter, that they will be focusing on homeowners in the third, fourth and highest income quintiles as their primary market followed by folks in the lower quintiles - the reason for this is simple - homes with higher market values tend to have home ownes who have higher disposable incomes to afford the services provided by Green Lawn Landscaping.

On the lower price points, Frank and Peter may consider offering one time spring, fall or summer cleaning specials that home owners may want to opt for instead of shelling out money for an annual lawn maintenance contract.

Quick Links:

1. Go to the Corresponding Template section for this industry.
2. Go to the Corresponding Questionnaire section for this industry.