Kitchen Remodel Prospects
Owners of 15+ year homes with equity and design-content engagement, in-market or primed for kitchen renovation.
Across 139.5M U.S. households, 21.8M qualify for kitchen remodel prospects (15.6%), and 47K are in Tier 1, the closest fit. Built for service and retail: franchises and contractor networks as well as retailers and product brands.
Households of 139.5M scored
- Qualifying households
- 21,775,610
- Tier 1 (closest fit)
- 46,505
- Tier 2
- 520,120
- Tier 3
- 21,208,985
- Of which modeled homeowners
- 1,324,769
- Recent visits to matching sites
- 41,965
- Matching CTV viewing
- 169,493
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, single-family, home age 15+ yrs, value $250K+, income $100K+ (no tenure minimum, so new movers qualify)
- Strongest fit
- home value $500K+ and home age 25+ yrs
- Intent signal
- Semcasting kitchen-remodel flag
- Life events
- New mover into a dated home (Semcasting new-mover flag, full credit; empty nest 50-69 partial), combined with the Census ACS share of residents who moved in the past year in the household's ZIP
- Timing
- Propensity + intent
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: Jan-Apr planning peak (tax refunds, spring start)
- Regional focus
- Timing only (applied at flight)
Top states by qualifying-share index
- Connecticut
- New Jersey
- New Hampshire
- Massachusetts
- Maryland
- California
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.
- kitchen remodel
- kitchen cabinets
- kitchen renovation
- kitchen island
- kitchen appliances
- kitchen backsplash
- farmhouse sink
- kitchen lighting
- kitchen design ideas
- cabinet refacing
- CTV genres
- Home & Garden, Reality TV, Cooking
- Example programming
- Fixer Upper, Property Brothers, Kitchen Cousins, Dream Home Makeover, Home Town, Magnolia Network; cooking programming (Food Network) as adjacency
- Content categories
- Remodeling & Construction, Interior Decorating, Home Appliances, Home Improvement
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| Finish Carpentry Contractors238350 | 35,663 |
| Interior Design Services541410 | 17,149 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
Trade audience: Remodelers, kitchen and bath showrooms, cabinet and countertop fabricators, kitchen designers.
Common questions
How many households fit the kitchen remodel prospects audience?
21.8M U.S. households qualify (15.6% of 139.5M scored), and 47K are in Tier 1, the closest fit. 1.3M of the qualifying households are modeled homeowners rather than recorded ones. 41,965 also show recent visits to matching home services sites.
Who uses the kitchen remodel prospects audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: remodelers, kitchen and bath showrooms, cabinet and countertop fabricators, kitchen designers.
How is the kitchen remodel prospects audience built?
Households qualify on property and ownership rules (Owner, single-family, home age 15+ yrs, value $250K+, income $100K+ (no tenure minimum, so new movers qualify)). Each is then scored 0 to 100 on contextual browsing & CTV 40%, property fit 10%, life events 25%, contractor density 10%, semcasting intent flags 15%. It is not built from deed, permit or job records.
Evidence base data behind kitchen remodel 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
- Federal statisticsCensus ACS 2024 5-year B07003 (movers)
- 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.