Issue link: http://cp.revolio.com/i/142672
are the clients who are most able to afford the repeated services of a massage practitioner on a weekly to monthly basis. (For additional statistics about the consumer use of massage, visit www.abmp.com.) Nearly all types of marketing and site selection utilize household income data so it is available in many formats—from highly detailed analysis that costs thousands of dollars to very basic data that you can access for free. One of the easiest formats is to search by zip code. This is a general method, but quite useful since your practice will typically be located near only a few zip codes. Simply type in the zip code and the information will tell you how many households are in the area and then how many households fall within specific income ranges. Again, many local chambers of commerce provide this information or you can access it online via a free database search at the US Census Bureau's "Zip Code Statistics" page: www. census.gov/epcd/www/zipstats.html. Quick tip: make sure your target population is both willing and able to use your service on a regular basis. 3. Proximity Proximity is one of the most important considerations to keep in mind while you are searching for the perfect location. The majority of your clients will live within three to five miles, with a second tier located five to 10 miles from your office. Few clients will travel more than 15 miles for a routine office visit. Although a dedicated and loyal client will travel much further for a great massage, the general trend, particularly among those who are not affiliated with a specific therapist (think new therapist, new office, or new clients) is to seek convenience. It only makes sense; most people don't want to spend 45 minutes in traffic for a 60-minute massage or be forced to make a special trip across town. Modern society places a premium on convenience because most people feel as though they are short on time—even for something as enjoyable, relaxing, and therapeutic as a massage. The closer and more convenient your office is, the easier it is for clients to schedule and show up for a massage without sacrificing or compromising precious time. A close proximity encourages more frequent visits, fewer cancellations, and an overall more positive experience, as clients don't have to reserve large blocks of time or deal with extraneous negatives like traffic. Quick tip: select potential office locations within three to five miles of your target population. 4. Visibility A word of warning—don't shop for a location by price alone. This is one of the most costly mistakes new practitioners make when selecting a potential office location.