Undermarketed

Although continuing to lose population and households through the late 1990's, the neighborhood will also reach some significant milestones during this period. The increase in affluent $75,000+ households translates to over 10,000 of these households by 1999, at which time this income category will comprise nearly one-third of the neighborhood's households.

This rising affluence translates to deposit growth. This is especially true for CDs. This will be a half-billion dollar CD market by 1999, and growth in deposit potential is evident across the board.

This could also be a good consumer credit market, and the home loan numbers look worse than they really are since only about half of the neighborhood's households own their own homes.

Perhaps most significantly, while relative profitability is below average, this area is not as unprofitable as is widely believed -- and there is lots of room for fee income while undercutting check-cashers.

The MarketBank report below illustrates.

To view a map of this area, click here. To go to the download page where you can download a sample of MarketBank data, click here.