Homeowners with high income and equity
The foundation of this group's life is as solid as the foundation of their dwelling. The group is dominated by reasonably well-educated couples from the late 40s to the mid 60s. They have either a nice income and equivalent fortune or a very high income and an as yet unrealized fortune in the bricks.
Most of the Well-Founded Homeowners belong to the upper middle class and up. Just over half have children living at home, and every third has two to three children. In the rest, the children may all have flown from the nest.
The group is well employed and includes everything from top managers and employees at all levels to the self-employed. Every fourth person has a CVR number on the home address, and many are self-employed consultants, therapists or craftsmen. Common to the group is that many are active in both boards and associations, where they take responsibility and contribute to the community with their knowledge.
Well-founded homeowners live all over the country, but predominantly in the larger cities. They live large and well, with a good garden, in owner-occupied homes that are traded at prices that align with the average in the local area. Their houses are just as often newer as older ones.
While the burglar alarm takes good care of the belongings, the Well-founded homeowners like to take care of the garden themselves. If the house needs painting, it is also something they like to do themselves. Therefore, a large number regularly take a trip in the construction market for new do-it-yourself materials. It is not necessarily about saving money on craftsmen, but also about the fact that self-made is now well done.
The activity with house and garden can provide a much-needed break in an otherwise busy and active everyday life. For the same reason, many well-founded homeowners also have cottages. It does not have to be expensive, as long as it serves as a much needed refuge.
There is at least one car in the garage or driveway. And another outside if there is not enough space. One may very well be a company car.
If you want to communicate with the Well-founded homeowners, you are hardly the only one. They have the income and are willing to spend money on getting their wishes fulfilled. As regular readers of one of the major morning newspapers and several magazines and periodicals, they are generally well-informed and have broad interests.