Reverse Engineering Your Demographics With Mobile Data

More Than Location, Location, Location

As the saying goes, location is always the most important aspect of any real estate development, from office and industrial, to our bread-and-butter, retail. Location often determines loyalty in commercial real estate and the success of a business. Anyone can open a good concept, but what keeps people coming back? With mobile data in REGIS Online, we wanted to give our users the best data possible to know where their customers are… and what they really want.

Personally, my favorite part of using mobile data is the new heatmap. For those familiar with the previous version of mobile data, we created shadings to showcase where there were high densities of a visiting population. When comparing the two styles, it's easy to see where the highest density of visitors is for Topgolf in the heatmap. But the shading leaves much to the imagination, and can even be a bit misleading if you're unfamiliar with the market. These heatmaps give users even more information than they ever had before. And, they're pretty too!

Getting Demographics From Your Site

With this heatmap, we wanted to know exactly what type of person is going to this Topgolf location. According to Topgolf, their target demographic is 18-34-year-old men, who are either non-golfers (0 rounds a year) or occasional golfers (1-7 rounds a year). So when we select 3 random sites in the “hottest” parts of the visitor trade area, we can get a better understanding of the demographics in that neighborhood with reports from REGIS Online.

Looking at the data, it looks like Topgolf has nailed who their target demographic is. All three sites fall right in line with their target age group, and each site has a decent male population.

Using Customer Data To Find The Right Location

Mobile data lets us see exactly where our largest audiences are - and more importantly - how they fit with our target audience. When we take a look at the bigger picture here, we can see that Fort Worth Topgolf has no competition and pulls an audience from the entire city. However, Dallas has three different locations that are all relatively close to each other. These locations have significant cannibalization, to the point where it's almost a perfect venn diagram!

Mobile data has a ton of exciting features for users like you to explore. Clearly, Topgolf has done its research when it comes to locations and does an even better job of grabbing the attention of its target audience in that area. We can't wait to see the amazing things you do with REGIS Online! •

Last Modified Jan 6, 2023