Customer-Driven Marketing Strategies for Different Segments of Ag Borrowers, Pt 3

From Ag Lender Magazine - Background: In our May issue, the first article in this series introduced a new way to segment a lender’s customer base by household income, wealth and other characteristics. Six groups or “segments” that comprise the U.S. Farm Household Typology were identified: Single Income Ruralpolitan (SIR), Double Income Ruralpolitan (DIR), Active Seniors (AS), Farm Operator with Spouse Working Off Farm (FOSOFF),Traditional Farm (TRAD), and Commercial Farm (COM).The first article then analyzed and the implications of their respective sources of income.