Real Estate Intelligence - Predictive signs: Property-Centric Engagement

Data Axle's Real Estate Audiences blend verified consumer and property attributes with AI-modeled propensities to identify buyers, sellers, renters, and remodelers across the U.S. real estate landscape. These audiences enable real estate platforms, mortgage providers, insurers, and home improvement brands to engage high-propensity consumers with personalized outreach across the ownership lifecycle.

Data Axle, formerly Infogroup, has been a trusted provider of data-driven solutions since 1972. It has coverage of over 95% of U.S. adults and households. Data Axle combines deterministic offline and online sources-voter files, utility connects, real estate, and more-to create enriched, actionable consumer profiles which can be consumed directly within your Databricks environment.

What Sets Us Apart:

• Unlike traditional forecasting models built on static rules or demographics, our AI engine continuously learns and adapts, using thousands of behavioral, attitudinal, and transactional signals to generate nuanced audience definitions

• Trained on expansive offline PII data, utilizing all signals (not just age/income)

• Scores every individual (0-1) by propensity to act

• Optimized for personalized targeting, next-best action, and cross-sell models

• Built for scalable segmentation, enrichment, and omnichannel activation

Key Attributes

• Homeownership status, home value, equity tier, and mortgage type
• Property characteristics (type, dwelling size, year built, renovation indicators)
• Renter signals, lease renewals, likely first-time buyers
• Geolocation: ZIP, radius, congressional district, county
• Lifestyle indicators such as DIY remodeler, solar panel interest, pet ownership

Segment Categories

• Likely Home Sellers - Individuals showing behavioral intent or lifecycle triggers for listing property
• First-Time Home Buyers - Renters and younger households likely to purchase in the next 12-24 months
• High-Equity Homeowners - Ideal for refinance, HELOC, or luxury remodel targeting
• Property Investors - Multi-property owners, likely flippers, or vacation rental buyers
• DIY Remodelers & Upgraders - Planning renovations (kitchen, bath, solar, etc.)
• Renter Audiences - Lease cycle aligned, interested in moving or exploring ownership
• Smart Home & Sustainability Advocates - Interested in energy-efficient or tech-enabled living
• New Movers & Recently Relocated - Recently updated address or utility connect
• Pet-Friendly Households - Target for pet insurance, fencing, and lifestyle upgrades
• Geo-Specific Opportunity Zones - Targeted by urban, suburban, and rural opportunity analysis

Key Features

• AI-driven propensity scoring per individual (0-1)
• Coverage of 95%+ of U.S. households
• Access to 100+ offline PII sources including real estate deeds, tax assessments, and utility data
• Prebuilt and custom segments for activation
• Compliant for omnichannel execution
• Use Cases
• Optimize mortgage and refinance campaign precision
• Boost home services targeting (HVAC, solar, pest control, etc.)
• Improve direct mail ROI for property-based promotions
• Launch hyperlocal real estate marketing in growth ZIPs
• Drive lead generation for brokerages, home builders, and title companies
• Activate personalized campaigns across renters, homeowners, and movers

Next Steps

• Request Databricks access or custom data pull
• Engage Data Axle to define use case and segment scope
• Custom audience (if needed) delivery within 5-10 business days
• Append to your first-party data using match keys or hashed emails

Business Needs

• 360-Degree Customer View Enrich your real estate, mortgage, or home services CRM with behavioral, lifestyle, financial, and property ownership data. Build a unified view of homeowners, renters, and movers for advanced personalization and retention strategies.

• Customer Acquisition Accelerate new customer acquisition by targeting high-propensity buyers, sellers, renters, and investors using AI-modeled behavior and lifecycle signals-ideal for real estate platforms, lenders, and renovation providers.

• Demand Forecasting Anticipate macro and local trends in home buying, selling, and renovation with AI-driven predictive insights. Identify regional shifts, seasonal demand, and upcoming market activity to optimize timing and resource allocation.

• Identity Resolution Resolve fragmented consumer identities across real estate listings, mortgage CRM, and offline records using deterministic match keys. Enable persistent cross-channel recognition and improve attribution models.

• Market Segmentation Segment markets by property characteristics, ownership equity, home improvement intent, and buyer/seller signals to refine targeting across local geographies and investment profiles.

• Audience Segmentation Leverage AI scores to create property-centric personas that go beyond standard demographics. Examples include high-equity homeowners, solar panel shoppers, and first-time buyers-aligned to your marketing goals.

• Audience Activation Deliver personalized offers and content across CTV, email, social media, programmatic, and direct mail. Drive engagement by reaching consumers with verified real estate or home service intent at scale