Marketing a business in Nevada

People and buying power

Statewide numbers first; the 3 metro pages linked below carry the same breakdown for each market. The biggest of them, Las Vegas-Henderson-North Las Vegas, NV, holds 2.33 million residents.

A $78,260 median household income puts Nevada 3 percent below the national figure. For housing, the median value is $435,400, 31 percent above the national figure. Both figures matter for pricing and for which offers land.

Age and education shape how people search and who answers the phone. Bachelor's degree or higher: 27.9% of adults, 8 points below the US share. A older-than-average population: median age 39.1, about the same as the national median. A labor force of 1,612,158 carries an unemployment rate of 7%, 2 points above the US share. 60% of homes are lived in by their owners, 5 points below the US share.

Relative to Las Vegas-Henderson-North Las Vegas, NV, household income in Nevada is about the same as the Las Vegas metro figure, home values are about the same as the Las Vegas metro figure, and businesses per 1,000 residents are 4 percent denser than the Las Vegas metro figure.

Competition, counted

77,297 businesses with employees operate in Nevada. That works out to 24.3 businesses per 1,000 residents, 3 percent below the national figure (the national rate is 25 per 1,000). Contractors in the home-services trades total 3,050, or 3.9% of the base, about the same as the US share.

The last column divides the local share of establishments by the national share (1.00 = the same mix as the US).

The market over-indexes on self-storage operators and physicians' offices. Self-storage operators are the widest gap, 286 of them, 1.7 times the national share. On the other side, roofing contractors, child day care services, road and paving contractors and automobile dealers are thin: fewer establishments per resident than the US pattern. Roofing contractors: 121 establishments, about half of the national share. In line with the country: plumbing and HVAC contractors, electrical contractors and general automotive repair.

Counted by establishments, the order is restaurants (6,211), physicians' offices (2,688), legal services (1,877). On a per-capita basis restaurants come first at 195 per 100,000, ahead of physicians' offices and legal services. The group picture: medical and dental practices above the national pattern at 1.2 times, automotive businesses below it at about 80% of.

Reading the numbers as an advertiser

With self-storage operators and physicians' offices over-indexed, the cost of a click rises and so does the value of everything that happens after it: a page that loads fast, a number that is answered, a review profile that settles the comparison. A business in roofing contractors, child day care services and road and paving contractors enters a lightly contested auction. That is the time to build organic visibility and a review base before the category fills in. An older-than-average market (median age about the same as the national median) responds to search results, review counts and a phone number that is answered; it is less swayed by feed advertising. At 60% owner-occupied, more residents rent than in the typical US market. Consumer home-services demand is thinner per household, and property managers become a worthwhile audience.