A PGM Home Factors audience program across three Midwest markets delivered nearly $1M in revenue in one 90-day test.
Thrasher Foundation Repair, a leading foundation repair and waterproofing contractor serving the Midwest, partnered with PGM to run a targeted direct-to-consumer audience program across three key markets. The goal was to identify homeowners most likely to need foundation repair or sump pump services and reach them across multiple channels.
The 90-day test far exceeded expectations and has since expanded across their full-service area.
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.
Home Factors is PGM’s proprietary audience solution built around the physical characteristics, age, and condition of a home, identifying homes most likely to need services before a homeowner starts searching.
For Thrasher Foundation Repair, PGM built a custom Home Factors audience using two key signals:
The audience was scoped to heads of household who own single-family dwellings across the three target markets. Each record included name, address, all available email addresses, and all available mobile phone numbers, enabling activation across every direct-to-consumer channel.
The program generated close to $1M in revenue from a single 90-day test across three Midwest markets. With 64 total sales closed, the campaign delivered a 20x+ return on ad spend and a 1,995% ROI on total marketing investment. Sales were tracked and matched directly back to the Home Factors audience across all three markets, with strong performance confirmed in each geography.
Multi-channel activation was a force multiplier. Name, address, email, and mobile data for each record enabled coordinated outreach across paid social, search, display, and direct mail simultaneously.
The Home Factors audience delivered consistent results across all three Midwest markets, confirming the model performs across geographies and is not dependent on a single market.
64 sales were closed in 90 days, validating Home Factors as an effective audience solution for home services brands targeting high-ticket, low-awareness needs.
Contact PGM to learn how audience programs like this one can work for your service area
Home Factors 