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Audience Town Data Glossary
As the only consumer analytics platform for real estate, Audience Town is your leading source for consumer intelligence data. But what does that really mean? In short, we provide access to more (and more high-impact) data fields than any other platform. Our growing library far surpasses the limits of Google Analytics and other real estate data tools.
In other words, Audience Town lets you create data-driven marketing strategies with insights about your renters and buyers, and track what percentage of your website visitors are actual in-market prospects, versus curious onlookers.
We currently offer over 60 data points with new additions constantly in the works. Save time and money by helping your team become more data-driven, gaining deep insights about your audience, and honing your marketing.
Explore our data glossary here to learn more about key data categories, and specific data points.
Financial
Evaluating your audience’s financial health helps you determine their qualifications as prospects and improves your efficiency at targeting the right people.
Considering the net worth of your audience can help define your ideal customer profile (ICP) and improve the success of your marketing tactics.
Refine your audience by mortgage type to better understand their financial picture and focus your resources accordingly.
Purchase + Interest
Understanding your customers’ purchase categories — what they’re spending on — helps you get to know them more deeply and is essential for creating an effective marketing strategy.
Similar to purchase categories, general interests indicate how your audience spends their time, favorite media channels, and content that grabs their attention.
Demographics
Current homeowners are typically more likely to purchase a new home than renters are. This category helps you implement data-driven strategies to optimize your website traffic.
Knowing current home value helps you match the right audience with your price points. Use data-driven tactics to find your sweet spot by optimizing your marketing efforts, prices, and offerings.
Understanding household size helps you to identify your target audience and create more effective marketing strategies tailored to their needs.
Understanding your audience’s income level helps you evaluate your success at targeting the right people for your price points. Save time and money by optimizing your marketing efforts, client satisfaction, market penetration, and business success.
Knowing your audience’s age and gender can elevate your understanding, client relationships, property listings, and community engagement.
Home Journey
Understanding buying trends based on current dwelling type helps improve the success rates of your marketing efforts, giving you more bang for your spend.
By understanding your target audience’s current rental situation based on the number of bedrooms, your team can develop targeted marketing strategies that align with specific housing preferences, lifestyle needs, investment goals, and market trends.
By measuring behavior signals, track your target audience that is currently in-market to move, or likely to move, and equip your team to convert more ready-to-buy customers.
Understand how much of your audience and web traffic is predicted to buy a home based on relevant life events. Adjust your positioning as needed to amplify genuine interest in your offerings and boost conversions.
Knowing how much of your audience and site traffic is populated with confirmed movers — they have already moved — helps your team to rule out these customers, improving the accuracy and efficiency of your positioning plan.
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