Home Factors 
Every year, millions of Americans make one of the biggest financial decisions of their lives – buying or moving into a home.
Along with that move comes a wave of spending, upgrades, and decision-making that touches everything from insurance and utilities to furniture, home services, and retail.
For marketers, insurers, and other industries, these moments are not just transactions. They are signals grounded in real households, real properties, and real behaviors.
It’s Not Just Another Dataset
Household and homeowner data adds a rich layer that’s often overlooked. It doesn’t replace other types of data such as digital behavior data, rather it enhances it.
While web activity and search history tell part of the story, homeowner data reveals what’s happening in the home. It’s tied to property details, household characteristics, mover activity, renovation trends, and lifestyle shifts happening around the home.
That matters because the home is where so many major purchasing decisions are made. In the U.S. alone, more than 31 million people move each year.
And according to the National Association of Home Builders, moving households spend over $9,000 more on products and services in the first year after a move than non-movers.
If you’ve ever moved, you know that is not just paint and power drills. That is insurance, appliances, furniture, home décor, security systems, landscaping, and everything else that turns a house into a home.
Homeowner data gives marketers and brands a clearer picture of what is actually happening in someone’s life, not just what they happened to click on at 2 a.m.
What the Home Tells You
The home itself can be a powerful source of insight. Property data goes far beyond an address or square footage, revealing lifestyle patterns, needs, and likely future actions.
A 20-year-old roof suggests an upcoming renovation. An older HVAC system signals a likely upgrade. A finished basement may indicate a growing family or new furniture needs. Even the age of a home or the presence of a pool can point to insurance needs, maintenance services, or energy use patterns.
That’s where PGM’s property intelligence platform, Home Factors adds real value. By tapping into property-level signals, it provides actionable intelligence like:
- Roof age and condition
- Electrical system capacity
- Water intrusion or foundation indicators
These insights give marketers and insurers a clearer understanding of what’s likely to happen in and around the home in order to better tailor offers and make better underwriting decisions based on real, tangible needs.
Real Use Cases for Homeowner Data
The power of homeowner data isn’t in having more information. It’s in using it smarter. When you understand what’s happening in and around the home, you can align timing, messaging, and product fit in a way that feels natural.
- Insurance
Knowing the condition of a property gives insurers a clearer picture of risk before a policy is ever bound. If a home has an aging roof or electrical panel, that’s an opportunity to underwrite more confidently or offer targeted coverage options instead of treating it like every other home on the block.
- Home Services and Retail
A home with a 20-year-old roof or outdated windows is practically raising its hand for help. Contractors, home improvement retailers, and service providers can use these signals to reach homeowners before the repair becomes urgent. That leads to better timing, higher conversion, and a customer who actually feels understood.
- Energy and Utilities
Older homes often need upgrades to improve energy efficiency. Utility providers can use property signals to identify where those needs exist, offering programs or incentives to the right households rather than blanketing entire ZIP codes.
- Financial Services
Mortgage, lending, and home equity products can be timed more precisely when marketers understand what’s happening inside the home. A renovation on the horizon or a major system replacement often precedes financial decisions — homeowner data helps make that visible.
- Mover Marketing
Moving remains one of the most predictable moments for consumer spending. By layering mover signals with property characteristics, brands can engage homeowners during one of the biggest purchase cycles of their lives.
The Takeaway
Homeowner data gives marketers, insurers, and brands something they have been missing – clarity.
It connects physical property insights with real human intent, revealing when people are most ready to make decisions that matter.
The home tells a story long before a click or a campaign does. Understanding it and marketing to it is how smart brands are building more relevant, data-driven strategies that actually work.