Foundation repair and waterproofing services have a high average ticket value but a low-awareness purchase cycle. Homeowners rarely seek these services until a problem is visible. Thrasher Foundation Repair needed a way to proactively identify homeowners at elevated risk before competitors did, and reach them through the right mix of channels without wasting spend on unqualified audiences.
To help the client overcome these hurdles and focus their marketing efforts, PGM leveraged Home Factors.
What sets Home Factors apart is its unique data on both interior and exterior home conditions. Home Factors uses advanced AI models to analyze property condition signals to identify homes most likely to require service.
Home Factors identified homes signaling signs of potential window or roof repair needs, aligning with the client’s service offerings.
We built segments to precisely target homeowners whose properties were most likely to require window or roof repair.
We deployed a multichannel campaign to reach these segments, significantly surpassing the performance of standard consumer audience methods.
The adoption of the AI-powered Home Factors audience segments yielded significant, measurable improvements for the regional home improvement brand:
This case study validates that we can match real property characteristics to real customer demand. We’re helping brands connect with homeowners at exactly the right time—when the need is present and the likelihood to act is highest.
Michelle Taves
VP and Group GM, Data and Marketing
Home Factors 