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How do you find out whether the neighborhood you’re considering matches your target market? The information you need is called demographics, and it is the product of various censuses. One of the best sources for detailed demographics is your real estate agent. Real estate agents make it their business to know about the various neighborhoods they serve. Frequently, they offer a brochure containing maps and demographic information for each space they represent.

If you aren’t using a real estate agent, check the U.S. Census Bureau publications. The Census Bureau conducts a census of the entire population of the United States every ten years. They publish the results, broken down by zip code, in their census books, which are available in your local public library. Statistics are also available on the Census Bureau Web site at www.census.gov.

Often overlooked sources of demographics include real estate ads in the local newspaper. These can give you an idea of what houses are worth in the neighborhood. The local chamber of commerce or economic development office often has not only demographic and economic information for your area but also projections for population growth and economic development. Local shop owners can tell you about their clientele.