1. CARA SOUTHERN CALIFORNIA SPRING 2005 SEMINAR DAY Friday, April 29, 2005 Lifestyles of the Zip and Famous Presented by Nancy Ellis Taylor Assoc. Dir., Communications & Research Services University of Southern California netaylor@usc.edu

2. Overview: Well take a look at wealthy zip and real estate resources and how to use them identify major gift prospects in your database.

3. Wealthy Zip Codes & You: Quick Tips 1. Its an art, not a science. 2. The further you go, the less you know. 3. Think bulk. 4. Think quick. 5. Go residential. Commercial properties are another presentation.

4. Wealthy Zip Codes & You: Basic Uses 1. Database screening 2. Quick comps 3. Qualifying individual major gift prospects

5. Wealthy Zip Codes: Resources THE First Stop on the Zip Code Tour of Wealth: Forbes The Most Expensive Zip Codes http://www.forbes.com/lifestyle/bestlife/2003/07/11/cx_bs_0711home.html

6. Wealthy Zip Codes: Resources: Comps 1. Ave. Home Price: MelissaData Zip, City, Phone Lookup http://www.melissadata.com/lookups/zipcityphone.asp 2. Whats My Home Worth: Yahoo! Real Estate http://realestate.yahoo.com/ 3. Never Heard of It: Google http://www.google.com/ 4. Dataquick: S. Calif. Home Sale Activity http://www.dqnews.com/ZIPLAT.shtm 5. Dataquick: Orange Co. Home Sale Activity http://www.dqnews.com/ZIPOCR2004.shtm

7. Wealthy Zip Codes: Resources: Income 1. 2000 Census Data: The Rite Site http://www.easidemographics.com/ 2. Mortgage Calculator: Homes on latimes.com http://www.homefinder.com/latimes/index_search.jhtml?custom=1

8. Wealthy Zip Codes: Resources: Zip Lists 1. L.A. Communities by Zip http://www.losangelesalmanac.com/topics/Communications/cm02a90 001-90899.htm 2. O.C. Communities by Zip http://www.ocalmanac.com/Communications/cm02_zips.htm 3. Top 25 California Zip Codes Ranked by the number of million-dollar homes sold in 2004 http://www.dqnews.com/CHMDH0205.shtm http://www.dqnews.com/CHMDH0205.shtm

9. Wealthy Zip Codes: Resources: Other 1. Wealthy Zip Codes from USC http://www.usc.edu/dept/source/zipcode/index.htm 2. Wealthy Zip Codes: You Decide http://www.usc.edu/dept/source/zipcode/SuggestedZips.htm 3. American Demographics: Exploring Americas Richest Zip Codes http://www.adage.com/

10. Wealthy Zip Codes: Resources: Just for Fun 1. Donor Zip Look Up: FEC Info http://www.tray.com/fecinfo/ 2. Bankrate.com: Fun Stuff (celeb homes) http://www.bankrate.com/brm/news/real-estate/fun-stuff.asp 3. NYC Real Estate: Curbed http://www.curbed.com/archives/2005/03/18/celebrity_real_estate_w rap_britney_slashes.php

11. Real Estate Wealth: Quick Tips 1. Location is just the beginning. 2. The more properties the merrier. 3. Apartments/retail complexes can mean extra income. 4. Remember assessment quirks. 5. Read: L.A. Times Sunday Real Estate; WSJ Friday Real Estate, etc.

12. Real Estate Wealth: Resources: Assessed Value 1. Nationwide: SearchSytsems http://www.searchsystems.net/ 2. L.A. County: L.A. Co. Assessor http://assessormap.lacountyassessor.com/mapping/viewer.asp

13. Real Estate Wealth: Resources: Pay-per-View 1. LexisNexis Assets http://www.nexis.com/research 2. Dataquick http://www.dataquick.com/

14. Real Estate Wealth: The Formulas: Net Worth 1. Net worth = 2x total real estate value (regular guy rate) 2. Net worth = 5x total real estate value (holdings above $400,000--UV study) http://www.usc.edu/dept/source/NetWorth2.htm http://www.usc.edu/dept/source/NetWorth2.htm 3. Net worth = 3x total real estate value (holdings below $400,000--UV study) http://www.usc.edu/dept/source/NetWorth2.htm http://www.usc.edu/dept/source/NetWorth2.htm

15. Real Estate Wealth: The Formulas: Gift Potential 1. Net worth = 5x total real estate value (UV study) 5% of estimated net worth = estimated giving capability http://www.usc.edu/dept/source/NetWorth2.htm 2. Net worth = 3x total real estate value (UV study) 3% of estimated net worth = estimated giving capability http://www.usc.edu/dept/source/NetWorth2.htm

16. In Closing (note real estate pun) Real estate is the most common wealth indicator available to researchers. Wealthy zip codes and property values are a key to discovering gift potential among prospects. Just remember, these are analysis tools and not absolute guarantees and youre on your way to cultivating major gifts from the Zip and Famous! And now for Q&A and your tips, too!