Established High-Value Homeowners
Long-tenure owners of higher-value homes with the means for major projects: additions, whole-home remodels and outdoor living.
Across 139.5M U.S. households, 10.6M qualify for established high-value homeowners (7.6%), and 753K are in Tier 1, the closest fit. Built for service brands.
Households of 139.5M scored
- Qualifying households
- 10,603,894
- Tier 1 (closest fit)
- 753,248
- Tier 2
- 4,299,299
- Tier 3
- 5,551,347
- Recent visits to matching sites
- 482
- Matching CTV viewing
- 212,527
Tiers rank qualifying households by score. Site visits and CTV viewing come from partner data covering about 2.8% of U.S. households, so they are an in-market layer on top of the tiers rather than a separate audience.
Who qualifies
- Qualifying rules
- Owner, owned 8+ yrs, home value $400K+, income $100K+
- Strongest fit
- home value $775K+
- Intent signal
- Semcasting kitchen-remodel flag (remodel propensity proxy)
- Life events
- Children leaving or arriving, multigenerational living
- Timing
- Propensity
What drives the score share of the 0 to 100 score
For most households the score rests on property, life-event, regional and contractor-density fit. Browsing and CTV signals add to it where they exist.
When and where flight planning
- Flight timing
- No weather trigger; rate-cut announcements as trigger
- Regional focus
- Timing only (applied at flight)
Top states by qualifying-share index
- Massachusetts
- New Jersey
- Maryland
- New Hampshire
- California
- Connecticut
Where to reach them search themes, content and CTV
The language and content these households engage with, for search, contextual and CTV targeting. Example programming shows typical adjacency for each genre.
- home addition cost
- whole home remodel
- design build
- outdoor living space
- primary suite addition
- home office addition
- custom cabinetry
- major home renovation
- home renovation ideas
- luxury kitchen
- CTV genres
- Business and Finance, Home & Garden, News (Content Type)
- Example programming
- CNBC / business news, money programming, HGTV renovation
- Content categories
- Home Financing, Consumer Banking, Remodeling & Construction
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 13.6
Trade audience: Design-build firms and remodelers who take on major projects.
Common questions
How many households fit the established high-value homeowners audience?
10.6M U.S. households qualify (7.6% of 139.5M scored), and 753K are in Tier 1, the closest fit. 482 also show recent visits to matching home services sites.
Who uses the established high-value homeowners audience?
It is built for home services franchises, contractor networks and the agencies that buy for them. Typical trade audience: design-build firms and remodelers who take on major projects.
How is the established high-value homeowners audience built?
Households qualify on property and ownership rules (Owner, owned 8+ yrs, home value $400K+, income $100K+). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 30%, life events 15%, contractor density 10%, semcasting intent flags 10%. It is not built from deed, permit or job records.
Evidence base data behind established high-value homeowners
- Semcasting dataSemcasting household file
- Semcasting dataSemcasting home improvement data
- Semcasting modelSemcasting ownership-likelihood model
- Semcasting dataSemcasting domain inventory
- Partner dataHome services site visits (SSP partner data)
- Industry standardIAB Tech Lab Content Taxonomy 2.2
- Semcasting dataSemcasting CTV Genre Mapping
- Federal statisticsCensus ZIP Code Business Patterns 2023
- ClassificationNorth American Industry Classification System
- Semcasting dataSemcasting contractor business sample
- Semcasting dataSemcasting contractor data
- Planned triggerNOAA National Weather Service alerts
How the audience is built
Every U.S. household in the Semcasting file is checked against the property and ownership rules above, then scored 0 to 100 on the weighted signals shown. Where ownership is not recorded, Semcasting's ownership-likelihood model adds households with a high probability of owning.
How it will be confirmed
Compare leads, booked jobs or sales by tier at equal spend, holding out a random 10% of each tier. Weights are refit against those results as campaign data comes in.
What it is not
Not a deed, permit, pool or job record for any household. Regional and seasonal rules are set by state today; storm and freeze event triggers are planned as weather feeds are joined.