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Good morning,

What you buy, how long you hold, and when you sell are central to your investing success.

Too many investors don't have predefined rules for these important decisions.

At Sure Dividend, we practice long-term buy and hold dividend growth investing.

Our goal is to generate rising passive income for our members via high-quality income investments that pay more year-after-year. And we want to buy these securities when they are trading at fair or better prices.

This goal guides the buy/hold/sell criteria we use for all the 900+ securities we cover in the Sure Analysis Research Database.

Our rules-based buy/hold/sell criteria are below.

Note: Click here to learn more about our metrics, including the Dividend Risk Score.

Buy Rating​
​For a security to have a Buy rating in the Sure Analysis Research Database, it must match the following criteria:

• Dividend yield + the minimum of the expected growth rate and expected dividend growth rate >= 7.0%
  ​This criteria means we are looking for stocks that we expect to generate total returns (before accounting for valuation) of at least 7.0% annually.​
  ​
• Dividend Risk Score of A or B
  ​This criteria helps us to focus on safer dividend securities.​
  ​
• Fair value price >= Price at time of report
  ​This criteria helps us to focus on securities we believe are trading at fair or better prices.​
  ​
• Years of dividend growth > 0
  ​Requiring at least 1 year of dividend growth screens out any securities that aren't currently dividend growers.

The rationale behind our buy signals can be summed up as high quality dividend growth stocks trading at fair or better prices.

Sell Rating​
​Securities with 0 years of dividend growth will automatically be given a sell rating.

We have only one sell rule to foster long-term dividend compounding while minimizing portfolio turnover via selling unnecessarily.

If a dividend is growing, we want to benefit from that growth.

And if a dividend isn’t growing, the security isn’t doing what we purchased it for, and it should be sold and replaced with an actual dividend growth stock.

Hold Rating​
​Any security not rated a Buy or Sell is rated a hold. This promotes long-term holding.

Rules-Based Approach​
​Our approach is rules-based. We do leave room for special situations (think mergers and acquisitions) in analysis.

And we will of course exclude securities from being a buy in our premium newsletters when there are qualitative issues that quantitative rules don't pick up.

Our rules aren't the ultimate perfect rules that can never be broken or changed, but they have been thoughtfully selected and are based on experience garnered from running Sure Dividend over the last 10+ years.

I believe the line up very well with our overall long-term approach to investing in high quality dividend growth stocks for income compounding.

There is great value in having predefined buy, hold, and sell rules. That way, you know what you are looking for in a buy, you know how long you plan to hold, and you know what will cause you to sell.

You can get all of our buy/hold/sell ratings (and much, much more) on the 900+income securities we cover by starting your free trial of the Sure Analysis Research Database.

And now is the best time to upgrade to Sure Analysis because the November 2025 Sure Analysis Deep Discount Event is currently in effect!

Time-sensitive details are below:

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To your compounding dividend income,

Ben Reynolds
Founder, Sure Dividend

P.S. This Sure Analysis deep discount event ends in just 4 days, and Sure Analysis will never be this inexpensive again. Click here now to join the Sure Analysis Research Database annual plan with the deep discount applied, while it's still available.