Pool Installation Prospects
Warm-climate, high-income families without a pool: inground/fiberglass pool and spa installation prospects.
Across 139.5M U.S. households, 1.4M qualify for pool installation prospects (1.0%), and 494K are in Tier 1, the closest fit. Built for service brands.
Households of 139.5M scored
- Qualifying households
- 1,359,390
- Tier 1 (closest fit)
- 494,228
- Tier 2
- 736,019
- Tier 3
- 129,143
- Of which modeled homeowners
- 49,256
- Recent visits to matching sites
- 97
- Matching CTV viewing
- 7,501
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, sunbelt state, lot 1/4 ac+, value $400K+, income $150K+, children in HH
- Strongest fit
- lot 1/2 ac+
- Life events
- Growing family, new mover, wealth event
- 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
- Late winter booking season (Jan-Apr) before summer heat; first 90F weekend
- Regional focus
- Sunbelt pool climate (16 states)
Top states by qualifying-share index
- Georgia
- North Carolina
- Texas
- Florida
- Tennessee
- 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.
- above ground pool
- pool design
- inground pool
- pool installation
- pool cost
- swim spa
- fiberglass pool
- gunite pool
- pool builder
- pool financing
- CTV genres
- Home & Garden, Reality TV, Children's TV
- Example programming
- Insane Pools, Pool Kings, Backyard Envy, family movie blocks (summer)
- Content categories
- Remodeling & Construction, Outdoor Decorating, Home Financing
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| All Other Specialty Trade (pool construction)238990 | 42,278 |
| Landscaping (pool surrounds)561730 | 143,689 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 51.6
Trade audience: Pool builders, fiberglass pool dealers and pool lenders.
Common questions
How many households fit the pool installation prospects audience?
1.4M U.S. households qualify (1.0% of 139.5M scored), and 494K are in Tier 1, the closest fit. 49K of the qualifying households are modeled homeowners rather than recorded ones. 97 also show recent visits to matching home services sites.
Who uses the pool installation prospects audience?
It is built for home services franchises, contractor networks and the agencies that buy for them. Typical trade audience: pool builders, fiberglass pool dealers and pool lenders.
How is the pool installation prospects audience built?
Households qualify on property and ownership rules (Owner, single-family, sunbelt state, lot 1/4 ac+, value $400K+, income $150K+, children in HH). Each is then scored 0 to 100 on contextual browsing & CTV 30%, property fit 30%, life events 15%, regional & seasonal 10%, contractor density 15%. It is not built from deed, permit or job records.
Evidence base data behind pool installation 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.