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A Proven Method for Analyzing Market Opportunities and Branch Profitability
  • Identify Sales Potential by Product for Each Branch
  • Determine Where to Add Branches
  • Set Branch-Level Sales Goals Based on Quantified Opportunity

Over 1,000 financial institutions nationwide use RFG’s segmentation schemes to capitalize on their full market potential. RFG provides actionable research-based solutions to help institutions grow balances and acquire new customers.

RFG’s Market Area Analysis will assess your growth opportunities by evaluating your existing or potential market areas. RFG will conduct a study of your customer base and market areas. The study is designed to assist you with strategic planning, growth/expansion process and setting sales and performance metrics.


  1. Provide an overview of current market-level and industry trends
  2. Offer a concise executive summary of the results with strategic
    and tactical recommendations to help you increase customer acquisition, grow balances and evaluate new markets
  3. Implement an effective goal-setting and performance measurement process for each branch and market analyzed


RFG integrates your customer database with findings from our national consumer research to give your institution a unique perspective on your local market through a proven demographic-based segmentation scheme designed specifically for financial institutions.

RFG will recommend specific targets for product sales, balance growth and NEW customer growth.

Report Sections

  1. Methodology – an overview of the data sources used to compile the Market Area Analysis.
  2. Industry Trends – evaluates the current consumer demand for financial services.
  3. Market Area Trends – shows the five-year growth forecast for the market area as well as the demographic composition of the consumers that reside within the market.
  4. Segmentation – analyzes sales opportunities by RFG’s Consumer Segments showing deposit, loan and investment potential by segment. RFG will determine the growth potential of the institution and most importantly “how” the institution will achieve this growth, focusing on the institution’s primary market areas.

One-On-One Results Presentation

Included with the Market Area Analysis is a customized Web conference presentation of the results. Some institutions benefit from an onsite presentation** to their management team of Board of Directors. If you are interested in an onsite presentation, please contact RFG for pricing.

**An onsite presentation is available for an additional fee plus travel expenses.

Targeting Lists*
RFG makes implementation EASY.

RFG will prepare segmented prospect lists specifically for your institution to show you which prospects to target to reduce your overall acquisition costs.

*The cost for target lists will be based on quantities for data appending and list purchase, which will be billed separately.


  • Evaluate Potential by Region or Branch
  • Prioritize Target Markets
  • New Customer and Balance Growth Strategies
  • Critical Management Team Review
  • Actionable Tactics
  • Identify Branch Distribution Opportunities


  • Detailed Report Outlining Sales Potential in the Market Areas You Define
  • One-on-One Analyst Review to Evaluate Your Opportunities
  • Key Market Area Target Lists
Analysis includes:
  • Industry Overview
  • Market Area Trends
  • Market Area Penetration
  • Sales Potential by Product
  • Key Segment Target Lists*
  • One-on-One Results Presentation

Geographic Analysis

You define the market areas and RFG will stack rank them by sales potential for deposits, loans and investments. RFG will evaluate your current penetration of the market area and assess your sales potential by Branch or Region.

RFG will define the consumer segment composition in each market area so you can prioritize target marketing and delivery channel options.

Product Usage

RFG will provide a comprehensive analysis of current product usage and future product usage for the consumers that reside in each market area.

RFG will quantify your sales potential by retail banking products (e.g., checking, savings, CDs, mortgages, home equity lines and loans, and auto loans) and investment products (e.g., mutual funds, IRAs, stocks, bonds, etc.) among customers and non-customers.

Delivery Channel Usage

RFG will provide a comprehensive analysis of current delivery channel usage for the consumers that reside in each market area.

You will then be able to evaluate the importance of branch, ATM, drive-up, online banking, etc. to the consumer segments within each market area.



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