Home mobility
Narrowing 5,000 mailers down to the tracts worth mailing.
Priority tracts, sized to 5,000 addresses (sample)
| Census tract | Town | Priority |
|---|---|---|
| 25009250300 | Haverhill | 98 |
| 25009250400 | Haverhill | 95 |
| 25009250500 | Haverhill | 92 |
| 25009250700 | Haverhill | 90 |
| 25017383100 | Ashland | 87 |
| 25017383200 | Ashland | 84 |
| … | … | … |
The challenge
A home mobility company wanted to test whether a 5,000-piece direct-mail pilot across Massachusetts could complement its digital lead generation. Available lists were built on age and homeownership alone, which do not capture the combination of conditions that drives the purchase.
The archetype
- Age 65+
- owns the home
- single-family, detached or attached
- built 1980–1999
Hidden variables
- Ambulatory difficulty
- Number of stories
Delivered
A rank-ordered list of the top ten priority tracts, sized to 5,000 residential addresses.
Used to
Run the direct-mail pilot and measure lift against the digital baseline.