All case studies
Building products

Finding homes that can take the product, and owners ready to buy it.

Two archetypes, scored on four questions
Base
Is the household in the market at all?
01 · Recent buyer, first renovationBought within the last five years
02 · Established owner, second renovationIn the home fifteen years or more
Capacity
Can they fund the project?
01 · Recent buyer, first renovationMortgage recently originated · household income · wealth
02 · Established owner, second renovationMortgage paid down or paid off · household income · wealth
Housing fit
Can the product physically go in?
01 · Recent buyer, first renovationAttic present and finished · roof material · number of stories · high ceilings
02 · Established owner, second renovationAttic present and finished · roof material · number of stories · high ceilings
Intent
Are they close to deciding?
01 · Recent buyer, first renovationNo prior project at the address
02 · Established owner, second renovationOne major project already done

When · Hail storm and extreme-heat forecasts flag the roofs most likely to need work this season.

The challenge

A roof window manufacturer entering the U.S. market needed to know which homes its product can physically go into, and which owners are close to a renovation decision. Household income and home value answer neither question.

The archetype

Two archetypes, recent buyer on a first renovation and established owner on a second, each scored on four questions: Is the household in the market? Can they fund the project? Does the product physically fit? Are they close to deciding?

Hidden variables
  • Attic present and whether finished
  • Roof material
Delivered

Census tracts for canvassing, residential addresses for direct mail, and a tract-to-ZIP list for digital marketing, with hail and extreme-heat forecasts flagging the roofs most likely to need work this season.

Used to

Plan routes, tailor messaging, and choose which markets to enter.

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