Home Factors 
The homeowner journey is a deeply personal and often emotional experience, filled with dreams, challenges, and continuous evolution.
For marketers in the home improvement industry, understanding this journey isn’t just good business—it’s essential for truly connecting with customers and offering the right solutions at the right time.
Meeting Today’s Homeowners’ Needs
Owning a home is a significant life milestone, but it’s rarely a static one. It’s an ongoing cycle of maintenance, repairs, and exciting renovations.
A roof in need of repair, a desire to update aging windows, or the sudden need for HVAC services – these are moments in a homeowner’s life that require attention and professional help.
Homeowners today are savvier, their behaviors are shifting, and the pressure to optimize marketing spend is higher than ever. This necessitates a strategic pivot for marketers in the home improvement industry, with nearly half (49%) planning significant adjustments to their acquisition strategies in the coming year.
So, how do you reach homeowners amidst the complexities of their homeowner journey?
The answer lies in data. Not just any data, but data that paints a clear picture of their home’s condition, as well as their needs, preferences, and intentions as a homeowner.
Imagine knowing when a homeowner is likely to need a new roof because of its age or condition. This is the power of data at work. Companies excelling in customer acquisition are leveraging a robust mix of insights to anticipate and meet these evolving needs.
For instance, this data can provide clues about specific needs, like windows needing replacement. Layering in intent data sheds light on their browsing activity, giving you an idea of when that homeowner will be in need of home services.
The Untapped Goldmine: Property Data and Purchase Intent
Two types of data stand out as particularly transformative in understanding the homeowner journey:
Property Data
Research found that a remarkable 90% of home improvement marketers agree that access to detailed property data, such as maintenance needs or recent upgrades, would significantly improve their ability to target potential customers. With these insights, marketers can dial in on their ideal customers and offer personalized solutions that resonate. Companies with the highest ROI on customer acquisition are significantly more likely to use these insights, looking at everything from property details and renovation needs.
Michelle Taves, VP & Group GM of Data and Marketing at PGM, states, “For those of you in the home improvement space, property data gives you deeper insights on homeowners, allowing you to deploy hyper-targeted campaigns that address their needs, exactly when they need them.”
Purchase Intent Data
Purchase intent data tells you homeowners’ immediate needs. Imagine reaching a homeowner just as they’re actively researching “roof replacement costs” – that’s the power of intent data. In fact, research found that 60% of companies using intent data say it’s extremely valuable for customer acquisition.
Conclusion
Great homeowner marketing anticipates needs, offers timely solutions, and builds lasting relationships that turn a simple house into a cherished home. Build your campaign on a foundation of quality property and homeowner data to set your marketing up for success.
