Market intelligence · brief

This brief has expired. The timing or offer described below may no longer be current.

Sprout IQ Market Brief · № 01

From Alejandro Neckles · Publisher, Sprout IQ

Mortgages — Bay of Quinte

Belleville Mortgages
— Mass Renewal Wave 2026

The mortgages category in the Mass edition is open for one partner. The case for why now, what it is, and what it costs in time to decide.

The ask

A 20-minute conversation to claim ongoing category exclusivity — monthly print plus matched digital, capturing the rolling 12-week buyer cycle across Bay of Quinte.

Before the May 15 cutoff

I. Why now — three reasons, one window

Renewal anxiety is compounding.

21% report high renewal anxiety, with average 5-year fixed rates rising from 2.36% to 3.95%.

Renewal anxiety 21% · MPC

ii.

Renewal shopping starts 24 weeks ahead.

Anxiety drives comparison long before the renewal letter lands. Be the name they already know when they decide to shop.

24-week renewal shopping · MPC renewal-timing data

iii.

First-time share is climbing.

12% of recent buyers are first-time — a larger cohort entering, more open to guidance.

First-time buyer share 12% · CMHC

24wk

Wk 0 · start Wk 0–12 · research Wk 12–20 · contact Wk 24 · commit

II. The program — precision plus reach, ongoing category ownership

Print · North Belleville Living MagazineK8N · North Belleville

Precision delivery

Established homeowner households on the streets where home values are highest. The move-up & refinance segment — not volume, fit.

Households: 2,500+
Median sale: $735k
Cadence: Monthly

Digital · ProgrammaticK8N · K8P · K0K

Broader reach

Across Belleville, Quinte West & Prince Edward County — reaches the first-time research cohort before first contact.

Impressions: ~70k / mo
Geo: K8N · K8P · K0K

Together

The homeowners most likely to act — plus the cohort still forming consideration.

Continuous presence. Built for recognition, not impressions.

III. Category status — what's true today

Owners / edition

One

Competing voices

No other mortgages advertiser in this edition

Status

Open — first to commit secures the category

Next step · No obligation

If the timing reads right, twenty minutes is enough to know.

Print cutoff: May 15 20 min · video or phone One category · one partner

Book the 20-minute call → sproutiq.ca/book-a-call

Sources · Bank of Canada Policy Rate Decision — latest, CMHC Residential Mortgage Industry Report, 2025 State of the Housing Market Report: Annual Consumer Survey (MPC, prepared by Bond Brand Loyalty), CMHC Mortgage Consumer Survey · Mass Renewal Wave 2026

Sprout IQ · Belleville, ON