Luxury Renovators
Top-decile value/income households for custom design-build, high-end fixtures, smart home and interior design.
Across 139.5M U.S. households, 3.7M qualify for luxury renovators (2.7%), and 102K 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
- 3,727,353
- Tier 1 (closest fit)
- 102,054
- Tier 2
- 653,202
- Tier 3
- 2,972,097
- Of which modeled homeowners
- 147,979
- Recent visits to matching sites
- 5,913
- Matching CTV viewing
- 10,059
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, home value $1M+ OR (value $775K+ and income $250K+); discretionary income $200K+
- Strongest fit
- home value $2M+ or 3,000+ sq ft
- Life events
- New mover into an expensive home (Semcasting new-mover flag, full credit; empty nest 50+ partial), combined with the Census ACS share of residents who moved in the past year in the household's ZIP
- 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
- Regional focus
- Timing only (applied at flight)
Top states by qualifying-share index
- District of Columbia
- Massachusetts
- Washington
- New Jersey
- California
- Hawaii
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.
- interior designer
- luxury home
- outdoor kitchen
- architect
- primary suite
- luxury kitchen
- luxury bathroom
- home spa
- custom home builder
- CTV genres
- Home & Garden, Documentary Movies, Fine Art
- Example programming
- Architectural Digest video, Grand Designs, Million Dollar Listing, design documentaries, premium streaming (ad-supported tiers)
- Content categories
- Interior Decorating, Remodeling & Construction, Smart Home, Houses
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| Electrical (smart home integrators)238210 | 87,514 |
| Architectural Services541310 | 24,681 |
| Interior Design Services541410 | 17,149 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
Trade audience: Design-build firms, architects, interior designers, luxury appliance dealers and smart-home integrators.
Common questions
How many households fit the luxury renovators audience?
3.7M U.S. households qualify (2.7% of 139.5M scored), and 102K are in Tier 1, the closest fit. 148K of the qualifying households are modeled homeowners rather than recorded ones. 5,913 also show recent visits to matching home services sites.
Who uses the luxury renovators audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: design-build firms, architects, interior designers, luxury appliance dealers and smart-home integrators.
How is the luxury renovators audience built?
Households qualify on property and ownership rules (Owner, home value $1M+ OR (value $775K+ and income $250K+); discretionary income $200K+). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 25%, life events 25%, contractor density 15%. It is not built from deed, permit or job records.
Evidence base data behind luxury renovators
- 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.