Market Planning

Identifying the Ideal Market Areas for a National Insurance Company

See how location, paired with other data, can help an organization make strategic market expansion decisions. 

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Using Census data and the American Community Survey, we find that Georgia has a low percentage of homeowners who carry homeowner’s insurance.

Analyzing the penetration of homeowners insurance at the Congressional District level reveals that South Georgia has the greatest potential.

Overlaying demographic and consumer behavior characteristics reveals areas with the greatest purchase propensity.

An additional overlay of competition, using multiple data sources, reveals areas with low-or-no competitive penetration.

These are the recommended markets the insurance company will enter with their homeowner’s insurance product.

Using Tapestry Segmentation data, we can identify the distinct lifestyles and behavior patterns of residents in our selected markets. By understanding commonly shared demographic, psychographic and behavioral traits within neighborhoods, the insurance company can design relevant and effective marketing and sales strategies to launch its insurance product.

Map of the U.S.

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Map of southeastern U.S. with Georgia highlighted

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Map highlighting congressional districts is the state of Georgia

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Map with overlaying demographic and consumer behavior characteristics

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Map with overlaying demographic and consumer behavior characteristics

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Map highlighting recommended markets based upon data

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Map highlighting distinct lifestyles and behavior patterns

A national insurance company is interested in entering the southeastern United States with a homeowners insurance product. Using a variety of data sources and GIS location analysis, the MarketSource team can identify markets with the greatest opportunity.

Among all Tapestry segments, nearly 70% belong to 5 segments.

Chart of top 5 tapestry segments

We can see key neighborhood demographics and socioeconomic traits of each group. 

With this information, the insurance company can create relevant and highly targeted messaging.

At MarketSource, an Allegis Group company, we believe better sales begin with better relationships. Our proven alternative to traditional outsourced sales is led by a proprietary process that helps businesses thrive by fostering deeper connections between people and brands.