Strategy: When Prospects Aren’t Buying

Why Prospect Lists Trend Down

Response rates to prospect lists have declined for several reasons: unseasonably warm weather during this past fall and holiday buying season, large amounts of consumer debt (an ongoing issue) and low consumer confidence. Aside from these legitimate reasons, the most significant reason response rates are flat or declining is the lack of housefile growth. Last 12-month buyer file counts are flat and/or declining from year to year — a trend that’s difficult to reverse quickly, and is costly for list owners.