Home Factors 
A home gives numerous signals and insights into future purchase and shopping activity.
A cracked foundation, a roof ready to be replaced, or a recent move are all moments that can start a chain reaction of decisions and purchases.
Think about your own home. When the water heater goes or the roof starts to leak, it doesn’t stop at one project. You call a contractor. You look at financing. You might make other updates while you’re at it. One moment becomes several decisions.
For marketers, recognizing these signals early can be a real advantage. It’s a chance to reach people before the competition, when they’re paying attention and ready to act.
Let’s look at some of the signals homes, and the people living in them, may already be giving.
1. The Aging Roof
A roof is one of the clearest indicators of near-term spending. Most roofs in the U.S. last about 20 to 25 years, and replacement costs typically fall between $10,000 and $25,000 depending on size and material.
When a roof hits that “end of life” window, homeowners start exploring multiple options at once. That’s where marketers can step in early and add real value.
What often follows:
- Financing conversations (especially with rising costs)
- Insurance coverage updates or claims
- Gutter or drainage upgrades to protect the new roof
- Solar installation or energy efficiency upgrades
- Landscaping adjustments to protect the property
For marketers in home services, retail, finance, or insurance, this is a prime moment to be present before the work starts, not after.
Home Factors by PGM provides Roof Life Stage data, which segments roofs by age and expected remaining lifespan, enabling more precise risk stratification.
2. The Electrical Panel
This isn’t the flashiest part of a house, but it’s a big signal. Many older homes still run on 60–100 amp panels, which weren’t designed for today’s energy use. Between EV chargers, modern appliances, and smart home tech, upgrades are becoming less of a nice-to-have and more of a must-do.
An outdated panel is often the first domino to fall. Once the upgrade begins, it can lead to other major improvements.
What often follows:
- Full panel replacement and rewiring
- Home insulation and efficiency upgrades
- Solar or battery storage installations
- EV charger installation
- HVAC modernization or system expansions
For marketers, this isn’t just about identifying an electrical job. It’s spotting a household on the edge of a big spending wave.
Home Factors by PGM provides numerous factors around electrical systems and panels including location, capacity, and condition.
3. Foundation and Water Issues
Foundation cracks and water intrusion are some of the most expensive and disruptive issues a homeowner can face. They build up over time, often with clear warning signs long before repairs begin.
Home Factors provides insights into foundation and water intrusion risks, making it possible to identify households that may be preparing for significant repair or maintenance work.
What often follows:
- Foundation or waterproofing projects
- Flooring replacement or basement remodeling
- Bathroom or lower-level renovations
- Landscaping and drainage improvements
- Insurance policy updates or claims activity
- Financing or loan activity to cover repair costs
These are big, high-priority projects. Reaching homeowners at this point means connecting right as they’re stepping into major spending decisions.
4. First-Time Homeowner
Buying a first home is a major milestone and one of the most active spending windows most people ever experience.
First-time homeowners are settling in, personalizing their space, and making essential updates to make it their own.
What often follows:
- Home maintenance and improvement projects
- Furniture and appliance purchases
- Security, internet, and utility setup
- Insurance policy updates or new coverage
- Landscaping, exterior upgrades, and décor
For marketers, this is a key moment to connect early. The decisions made during these first months often shape future brand loyalty.
5. A New Baby Arrives
Few moments shift household behavior like a new baby. Spending expands quickly across multiple categories as parents make decisions and adjust to new routines.
According to one survey, parents spend an average of $20,384 in the baby’s first year (not including birth costs).
What often follows:
- Nursery furniture and décor purchases
- Safety and baby-proofing upgrades
- Home energy and comfort adjustments (e.g., better HVAC, quieter systems)
- Insurance policy updates or new coverage tailored for growing families
- New home services, subscriptions, and financial planning
For marketers, this is a high-intent moment. Parents are actively making decisions and forming brand loyalties—showing up with the right offer can make a lasting impact.
6. Moving to a New Home
Few triggers are as powerful or predictable as a move. When someone relocates, they’re making dozens of decisions in a short window, spending $10,000 or more on goods and services tied to their move.
What often follows:
- Utility and service setup (internet, security, home-automation)
- Insurance updates and policy changes
- Furniture, décor and appliance purchases
- Renovation or repair projects to personalize the space
- New service providers (landscaping, cleaning, local memberships)
Brands that can identify and reach movers early often win long-term customers before competitors even show up.
PGM identifies movers across the entire move cycle, identifying premovers up to 14 days earlier than most data sets.
Final Thoughts
A house is full of marketing clues, and the data is out there. The home itself, and the people living inside it, hold clear signals about what’s coming next.
Roofs age. Families grow. Moves happen. These are all indicators of real intent.
And when you use these signals, you can show up at the exact moment decisions are being made.
