By Bob Woolgrove 
| Jul 5, 2022
What Can I Do With Homeowner Data?
Homeowner data is by far the largest pool of marketing data accessible in the UK. That’s because there’s far more homeowning consumers than any other form of consumer.
According to the Office for National Statistics, 63% of households in the UK are homeowners, which is a total of 14.6 million. In comparison, there are only 2.7 million students and 4.4 million renters.
What is Homeowner Data?
Homeowner data is records of marketing data of people who own their home in the UK. Therefore, renters, students, and council tenants won’t be included in these records.
How Targeted Is It?
Well, it can be as targeted as you like.
Before sourcing any homeowner data, it’s essential that you segment the data first. Most data supplying companies will do this by 4 segmentation variables: Geographic, Demographic, Psychographic, and Behavioural.
So, for instance, you can profile data by:
- Location
- Gender
- Age
- Property Type
- Income
- Marital Status
- Number of Children
- Whether they do or don’t have a particular appliance (like solar panels or dishwasher)
- The age of that appliance
Due to how to the volume of variables that can be used to segment data, homeowner data can be super accurate. On the other hand, it’s worth bearing in mind that the more selective you want the data to be, the more expensive it will likely be.
In addition to this, you may be left with nowhere near as many records as you were hoping.
Who’s it good for?
In our experience, businesses of all shapes and sizes, in industries from energy supply to insurance, have had great success with homeowner data.
One of the reasons for this is that homeowners often have a higher disposable income and are the decision makers in their home. Due to this, it works particularly well even if the fact that the consumer owns a home is irrelevant.
On the other hand, some companies may require a customer to be a homeowner. This is often the case for home improvements, appliance warranty, or energy supply companies. This is when, this form of marketing data really proves its value.
Think about it. If you need a decision maker, it’s essential that you target homeowners.
How can I use it?
Homeowner data can be supplied for whichever channel of marketing you think works best for your business.
For instance, if you have an experienced telesales team, you can source homeowner data lists for telemarketing, alternatively, you could choose to source homeowner data as a consumer email database, or postal marketing data.
Regardless of your experience, we always recommend speaking to an expert before purchasing any data.
Why not? Knowledge is power, right?
