Likely Downsizers: Pre-Sale Prep Audiences
Long-tenure owners at a downsizing life stage who are likely to prepare a home for sale: paint, flooring, curb appeal and inspection repairs.
Across 139.5M U.S. households, 25.9M qualify for likely downsizers: pre-sale prep (18.6%), and 6.5M 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
- 25,928,373
- Tier 1 (closest fit)
- 6,482,716
- Tier 2
- 9,857,964
- Tier 3
- 9,587,693
- Recent visits to matching sites
- 8,484
- Matching CTV viewing
- 85,450
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.
Who qualifies
- Qualifying rules
- Owner, owned 7+ yrs, age 55+ (downsizer) or children=0 with tenure 10+
- Strongest fit
- home value $400K+
- Life events
- Empty nest, retirement, relocation
- 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
- Spring listing season (Feb-May) flight
- Regional focus
- Timing only (applied at flight)
Top states by qualifying-share index
- Pennsylvania
- Connecticut
- Maryland
- California
- Tennessee
- Delaware
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.
- curb appeal
- declutter
- downsizing
- real estate agent
- home value
- home appraisal
- selling a house
- pre listing inspection
- cash offer
- sell my house
- CTV genres
- Home & Garden, Reality TV, Business and Finance
- Example programming
- Love It or List It, Selling Sunset, Million Dollar Listing, Flip or Flop, Christina on the Coast, Unsellable Houses
- Content categories
- Real Estate Buying and Selling, Houses, Remodeling & Construction, Outdoor Decorating
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| Residential Remodelers236118 | 149,449 |
| Painting Contractors238320 | 46,395 |
| Real Estate Agents531210 | 165,672 |
| Landscaping (curb appeal)561730 | 143,689 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 19.3
Trade audience: Real-estate agents and brokerages, pre-listing renovation companies, painters and home stagers.
Common questions
How many households fit the likely downsizers: pre-sale prep audience?
25.9M U.S. households qualify (18.6% of 139.5M scored), and 6.5M are in Tier 1, the closest fit. 8,484 also show recent visits to matching home services sites.
Who uses the likely downsizers: pre-sale prep audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: real-estate agents and brokerages, pre-listing renovation companies, painters and home stagers.
How is the likely downsizers: pre-sale prep audience built?
Households qualify on property and ownership rules (Owner, owned 7+ yrs, age 55+ (downsizer) or children=0 with tenure 10+). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 20%, life events 30%, contractor density 15%. It is not built from deed, permit or job records.
Evidence base data behind likely downsizers: pre-sale prep
- 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.