Landscaping & Hardscaping Audiences
Patios, retaining walls, outdoor kitchens, fire features and landscape design for higher-value larger lots.
Across 139.5M U.S. households, 10.2M qualify for landscaping & hardscaping (7.3%), and 342K 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
- 10,244,104
- Tier 1 (closest fit)
- 341,977
- Tier 2
- 2,243,125
- Tier 3
- 7,659,002
- Of which modeled homeowners
- 366,382
- Recent visits to matching sites
- 4,934
- Matching CTV viewing
- 44,673
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, lot 1/4 ac+, value $400K+, income $100K+
- Strongest fit
- lot 1/2 ac+ and home value $600K+
- Life events
- New mover, empty nest (entertaining), pre-sale curb appeal
- Timing
- Propensity + seasonal
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
- Spring (Mar-May) design season; dry-season xeriscape messaging in arid states
- Regional focus
- Arid (xeriscape) (7 states)
Top states by qualifying-share index
- New Hampshire
- Massachusetts
- Connecticut
- New Jersey
- Rhode Island
- Maryland
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.
- fire pit
- landscaping ideas
- pergola
- landscape design
- outdoor kitchen
- hardscaping
- backyard makeover
- outdoor living space
- retaining wall
- landscape lighting
- CTV genres
- Home & Garden, Reality TV, Outdoor Activities
- Example programming
- Yard Crashers, Backyard Envy, HGTV / Magnolia outdoor-living blocks, This Old House landscape segments
- Content categories
- Landscaping, Outdoor Decorating, Remodeling & Construction
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Specialty Trade (hardscape/paving)238990 | 42,278 |
| Landscape Architectural Services541320 | 2,381 |
| Landscaping Services561730 | 143,689 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 17.7
Trade audience: Landscape design-build firms, hardscape installers and landscape architects, plus their suppliers.
Common questions
How many households fit the landscaping & hardscaping audience?
10.2M U.S. households qualify (7.3% of 139.5M scored), and 342K are in Tier 1, the closest fit. 366K of the qualifying households are modeled homeowners rather than recorded ones. 4,934 also show recent visits to matching home services sites.
Who uses the landscaping & hardscaping audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: landscape design-build firms, hardscape installers and landscape architects, plus their suppliers.
How is the landscaping & hardscaping audience built?
Households qualify on property and ownership rules (Owner, single-family, lot 1/4 ac+, value $400K+, income $100K+). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 35%, life events 10%, regional & seasonal 10%, contractor density 15%. It is not built from deed, permit or job records.
Evidence base data behind landscaping & hardscaping
- 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 triggerU.S. Drought Monitor
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.