Project-Ready Homeowners
Homeowners showing signs of a project already underway, used to sell the adjacent trades and products that follow (flooring after an addition, landscaping after a pool).
Across 139.5M U.S. households, 36.0M qualify for project-ready homeowners (25.8%), and 463K 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
- 35,955,752
- Tier 1 (closest fit)
- 463,179
- Tier 2
- 8,858,196
- Tier 3
- 26,634,377
- Recent visits to matching sites
- 3,627
- Matching CTV viewing
- 80,917
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, home age 15+ years, with home-improvement intent signals; sized with public residential permit statistics
- Strongest fit
- home value $500K+
- Life events
- Follows the underlying project
- Timing
- In-market (project underway)
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
- Maryland
- Rhode Island
- Connecticut
- New Hampshire
- New Jersey
- 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.
- home inspection
- general contractor
- building permit
- project manager
- renovation timeline
- bid
- change order
- contractor near me
- home addition permit
- CTV genres
- Home & Garden, Reality TV
- Example programming
- HGTV, This Old House, renovation reality
- Content categories
- Remodeling & Construction, Construction Industry
Contractors and trade audience Census ZIP Code Business Patterns 2023
| NAICS | U.S. establishments |
|---|---|
| New Single-Family Construction236115 | 58,737 |
| Residential Remodelers236118 | 149,449 |
| Specialty Trade Contractors (adjacent trades)238 | 526,569 |
- Contractor establishments in qualifying ZIPs
- 0
- Per 1,000 qualifying households
- 19.8
Trade audience: Contractors of record and the adjacent trades and product brands that follow a project.
Common questions
How many households fit the project-ready homeowners audience?
36.0M U.S. households qualify (25.8% of 139.5M scored), and 463K are in Tier 1, the closest fit. 3,627 also show recent visits to matching home services sites.
Who uses the project-ready homeowners audience?
It is built for home services franchises and contractor networks, home-improvement retailers and product brands, and their agencies. Typical trade audience: contractors of record and the adjacent trades and product brands that follow a project.
How is the project-ready homeowners audience built?
Households qualify on property and ownership rules (Owner, home age 15+ years, with home-improvement intent signals; sized with public residential permit statistics). Each is then scored 0 to 100 on contextual browsing & CTV 35%, property fit 25%, life events 10%, contractor density 30%. It is not built from deed, permit or job records.
Evidence base data behind project-ready homeowners
- 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.