10May, 2018

How can UK property attribute data be used to better understand and target your customers?

Understanding where someone lives can help businesses target the right type of products to the right people. Using property attribute data will help businesses reduce unnecessary marketing spend, increase conversion and improve their ROI.

What can property attribute data tell you about purchasing needs?

Quite a lot actually! For example, if someone buys a house with a large garden, it could be reasonable to assume they have green fingers. They would definitely be more likely to buy garden furniture. Maybe they are more likely to build an extension.

A house with a large number of bedrooms could suggest a family. While a flat in the city might indicate a professional couple.

Here are some other examples:

‘Escaping’ to the country or city dwelling

One of the most obvious data attributes to look at is the location of a home. Consumer behaviours and needs of someone living in a small village is different from a professional couple setting up home in the heart of a city. The location of a property can be a key indicator of what somebody’s purchasing priorities might be.

Home furnishing

A large home will likely have more need for home furnishings. It might also indicate that a property is occupied by a family.

A small number of bedrooms might indicate a small family, a professional couple or single occupant. The needs of this group will be different. For example it might important that home furnishings make the best use of space.

Some spare land

Occupants of properties with extra land could be good targets for builders or architects. Homeowners may have an interest in installing an extension or conservatory. Someone who has a garage could be a car owner or they may want to convert that space into an office, studio or even a playroom for the kids.

Or maybe this group of occupants simply enjoy spending time outside. Garden retailers could use this information to target their customers with relevant messages.

Home owners or renters

Home owners and renters will have different priorities and companies can use this information to target the right audiences. A home owner is more likely to be spending money on DIY materials, renters are good targets for money saving offers.

Business owners

More and more people are working for themselves and even smaller companies will often register their business at their home address. Many freelancers actually work at home and will look to convert part of their property into an office area or studio.

This is an important audience for companies looking to target business services to small companies and freelancers.

Home mover

Whether a property is being marketed for sale or for rent is another key attribute. These are home movers and this group will have home moving and post-moving needs.  They  might be interested in removals firms during the move. After their move they might need furniture and DIY materials.

There is also a 65% chance that this group will look to switch energy suppliers during their move. Utility firms can use this to retain clients or target new ones.

Using property attribute data

Of course property attribute data is not an exact science and no assumptions have guaranteed accuracy. However, all the factors above and more, can help your focus your marketing at people most likely to buy your products and services. Property attribute data can help to reduce marketing spend and improve marketing ROI.

Target the right person at the right time, get in touch to find out more.

About The Author
I am a proud husband, father and space-nerd. I love business and data so I try to combine the two as much as possible. This passion led me to launch Geopify.