Why Segmenting Brand New homes Sales within the new Homeowner List Is Important for Marketers.
I read the article in Bloomberg News yesterday with great excitement. Here’s the quote: “Purchases of new homes rose in May to the highest level in seven years, signaling the industry is gaining momentum heading toward the second half of the year”.
It’s not just the economy I’m excited about, it’s the higher and much more robust quantity of New Homeowner records flowing into our system and out to our clients.
Because we can differentiate New Home sales on our New Homeowner list, our customers can actually target buyers of brand new homes. People who bought newly constructed homes (we call them the new construction segment) may need different good and services than people who bought older homes. Marketers who test this know there is a subtle difference in the timing of when people NEED to buy and that a subtle change in the messaging will increase ROI.
For example, let’s look at buyers of window treatments. The New Construction segment of the New Homeowner list targets homeowners who have absolutely no window coverings on their homes. There is a greater sense of urgency for them to make a purchase than a new homeowner who has bought a home that already has blinds.
Sure, they will change the blinds. But they may do it in the first 3 months they are in their new home, rather than the first thing they do.