New Mover Renovators
Recent buyers of resale homes in the first 0-12 months: the highest-propensity remodel window (paint, flooring, kitchen, bath).
Across 139.5M U.S. households, 17.7M qualify for new mover renovators (12.7%), and 125K 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
- 17,665,406
- Tier 1 (closest fit)
- 124,793
- Tier 2
- 3,108,814
- Tier 3
- 14,431,799
- Of which modeled homeowners
- 324,488
- Recent visits to matching sites
- 30,737
- Matching CTV viewing
- 10,505
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
- New mover flag OR owned 0-1 yr; likely owner; home age 10+ yrs (resale)
- Strongest fit
- home age 25+ yrs
- Intent signal
- Semcasting window-treatment flag
- Life events
- PRIMARY: home purchase/move; marriage; new baby; job relocation
- Timing
- In-market (0-12 mo post-move)
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
- Kansas
- West Virginia
- South Dakota
- Vermont
- Montana
- Idaho
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.
- paint colors
- fixer upper
- flooring ideas
- renovation budget
- moving checklist
- first time home buyer
- smart home setup
- new home renovation
- renovating new house
- CTV genres
- Home & Garden, Reality TV
- Example programming
- House Hunters, Fixer Upper, Property Brothers, Home Town, Good Bones, Bargain Block, Unsellable Houses
- Content categories
- Real Estate Buying and Selling, Houses, Home Improvement, Interior Decorating
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| Painting Contractors238320 | 46,395 |
| Flooring Contractors238330 | 16,760 |
| Used Household Goods Moving484210 | 8,112 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 12.2
Trade audience: Remodelers, painters and flooring companies; movers, real-estate agents and lenders as co-marketing partners.
Common questions
How many households fit the new mover renovators audience?
17.7M U.S. households qualify (12.7% of 139.5M scored), and 125K are in Tier 1, the closest fit. 324K of the qualifying households are modeled homeowners rather than recorded ones. 30,737 also show recent visits to matching home services sites.
Who uses the new mover renovators audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: remodelers, painters and flooring companies; movers, real-estate agents and lenders as co-marketing partners.
How is the new mover renovators audience built?
Households qualify on property and ownership rules (New mover flag OR owned 0-1 yr; likely owner; home age 10+ yrs (resale)). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 10%, life events 35%, contractor density 10%, semcasting intent flags 10%. It is not built from deed, permit or job records.
Evidence base data behind new mover 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
- 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.