Mortgage and Home Lending Audiences
Households likely to be in the market for a purchase mortgage, refinance or home equity line.
Across 139.6M U.S. households in the Semcasting file, 15.0M clear the high-fit bar for mortgage & home lending (score 57+, the top 10% nationally). Among metro areas they concentrate in Hartford, Greeley, Minneapolis: in the Hartford metro area, 34.9% of households are high-fit, 3.24× the national rate. At $1.50 to $3.00 CPM, these audiences are priced at approximately 50% or less of the market rate, with results reported every week.
Fair Lending qualified
No race, sex, age, marital, familial or public-assistance inputs, and no proxies for them.
Household + zip signals
Semcasting household fields combined with Census, HMDA, IRS data for the zipcode.
State and zip indexes
Scores roll up to every U.S. state and zipcode, indexed to the national average (100).
Households national audience
- U.S. households scored
- 139.6M
- High-fit (score 57+)
- 15.0M
- Qualified (score 50+)
- 37.8M
- U.S. zipcodes indexing 120+
- 2,402
Share of households clearing the high-fit bar in the top metro area vs the nation. Qualified tier (score 50+, the top 25%): 37.8M households. Average score 42.8.
States highest high-fit share
| State | High-fit | Share |
|---|---|---|
| Connecticut | 394K | 26.8% |
| Minnesota | 547K | 22.1% |
| Nevada | 237K | 18.1% |
| Texas | 2.1M | 17.0% |
| South Carolina | 422K | 16.5% |
| Idaho | 127K | 16.3% |
Zipcodes highest index, 2,000+ households
| ZIP | Households | Index |
|---|---|---|
| 06016Broad Brook, CT | 2,842 | 159.3 |
| 60140Hampshire, IL | 9,525 | 154.5 |
| 75166Lavon, TX | 4,999 | 153.7 |
| 78610Buda, TX | 21,369 | 152.7 |
| 79911El Paso, TX | 4,062 | 152.6 |
States with at least 50,000 scored households. The largest high-fit audiences by count are in Texas (2.1M), Florida (1.1M), Illinois (781K), Georgia (709K), California (685K).
Metro areas highest high-fit share, 100,000+ households
| Metro area | High-fit | Share | vs U.S. |
|---|---|---|---|
| Hartford-West Hartford-East Hartford, CT | 177K | 34.9% | 3.24× |
| Greeley, CO | 53K | 33.3% | 3.09× |
| Minneapolis-St. Paul-Bloomington, MN-WI | 501K | 32.0% | 2.97× |
| Huntsville, AL | 73K | 30.1% | 2.79× |
| Boise City, ID | 99K | 29.8% | 2.77× |
| Austin-Round Rock-San Marcos, TX | 313K | 28.7% | 2.67× |
District of Columbia is a single urban core, so it is shown among states but is better compared with metro areas. The Washington metro area as a whole: 16.2% high-fit across 2.5M households.
Common questions
Where do mortgage & home lending households concentrate?
By share of households, in the Hartford, Greeley and Minneapolis metro areas. In Hartford, 34.9% of households are high-fit, 3.24x the national rate. By count, the largest high-fit audiences are in Texas (2.1M), Florida (1.1M), Illinois (781K).
What does high-fit mean for mortgage & home lending?
A score of 57 or higher, the top 10% of U.S. households for this segment. Qualified (score 50 or higher) is the top 25%. These are percentile cuts across all scored households, not a count of households that need the product.
Is the mortgage & home lending score Fair Lending qualified?
It uses no race, sex, age, marital status, familial status or public-assistance inputs, no fields that stand in for them, and no credit bureau data. It is not a credit decision. Zip-level targeting should still get a disparate-impact review before media or offer allocation.
Evidence base data behind mortgage & home lending
- Semcasting dataSemcasting household file
- Regulatory filingFFIEC HMDA 2024
- Federal statisticsCensus ACS 2024 5-year
How the score is built
Each household's mortgage & home lending score (0 to 100) is 60% its own household fields (income range 29%, home value 29%, homeownership 29%, digital activity 14%) and 40% Fair Lending qualified statistics for its zipcode from FFIEC HMDA 2024, Census ACS 2024 5-year, each converted to a national percentile. State and zip indexes compare an area's average score with the U.S. average (100).
How it is confirmed
Every scored file carries a fixed 10% holdout. Campaign results are compared with the holdout at the same score cutoffs, and the difference is reported as lift. Weights are refined against campaign response and booking data as it accumulates.
What it is not
The score is not a credit decision and uses no credit bureau data. It excludes race, sex, age, marital status, familial status and receipt of public assistance, and any field that stands in for them. Zip-level targeting should still get a disparate-impact review before media or offer allocation.