Home Warranty Prospects
Households that buy home warranties: new movers into resale homes, first-time buyers and owners of aging appliances/systems.
Across 139.5M U.S. households, 17.9M qualify for home warranty prospects (12.8%), and 1.0M are in Tier 1, the closest fit. Built for service brands.
Households of 139.5M scored
- Qualifying households
- 17,887,521
- Tier 1 (closest fit)
- 1,040,558
- Tier 2
- 388,620
- Tier 3
- 16,458,343
- Of which modeled homeowners
- 293,532
- Recent visits to matching sites
- 1,711
- Matching CTV viewing
- 62,352
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. Modeled homeowners come from Semcasting's ownership-likelihood model, where ownership is not recorded.
Who qualifies
- Qualifying rules
- Owner; new mover OR owned 0-2 yrs in a home 10+ yrs old; value $100K-$775K (core warranty band)
- Strongest fit
- home age 20+ yrs
- Life events
- Home purchase (primary), first-time buyer, recent marriage/new family
- Timing
- In-market (0-90 days post-move) + 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
- Light: summer AC breakdown peaks (Jun-Aug) for HVAC-coverage messaging
- Regional focus
- Summer AC failure (sunbelt) (16 states)
Top states by qualifying-share index
- Kansas
- West Virginia
- Vermont
- South Dakota
- Montana
- Indiana
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.
- appliance repair
- first time home buyer
- home warranty
- appliance warranty
- home warranty plans
- best home warranty
- home warranty cost
- home warranty reviews
- home protection plan
- hvac warranty
- CTV genres
- Home & Garden, Business and Finance, Reality TV
- Example programming
- House Hunters, Property Brothers: Buying & Selling, Love It or List It, HGTV; money/consumer-advice programming
- Content categories
- Home Insurance, Home Appliances, Real Estate Buying and Selling
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Real Estate Agents (referral channel)531210 | 165,672 |
| Appliance Repair811412 | 3,760 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 9.1
Trade audience: Home warranty companies and their contractor networks; real-estate agents and title companies as referral partners.
Common questions
How many households fit the home warranty prospects audience?
17.9M U.S. households qualify (12.8% of 139.5M scored), and 1.0M are in Tier 1, the closest fit. 294K of the qualifying households are modeled homeowners rather than recorded ones. 1,711 also show recent visits to matching home services sites.
Who uses the home warranty prospects audience?
It is built for home services franchises, contractor networks and the agencies that buy for them. Typical trade audience: home warranty companies and their contractor networks; real-estate agents and title companies as referral partners.
How is the home warranty prospects audience built?
Households qualify on property and ownership rules (Owner; new mover OR owned 0-2 yrs in a home 10+ yrs old; value $100K-$775K (core warranty band)). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 25%, life events 30%, regional & seasonal 5%, contractor density 10%. It is not built from deed, permit or job records.
Evidence base data behind home warranty prospects
- 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.