In today’s fast‑moving real estate industry, effective marketing depends on how well you understand your audience. While demographic and contact data offer a starting point, they rarely deliver the depth needed to drive high‑quality engagement. By enriching customer records with verified property data, marketers can unlock powerful insights that improve targeting, personalization, and campaign ROI.
Here is how leading real estate marketers are using property insights, and how ATTOM helps power these strategies.
Segment Leads with Precision
Property data provides a detailed view of homeowner behavior and status. By understanding factors like ownership tenure, estimated equity, property value, and location, marketers can prioritize leads more strategically.
Common use cases include
• Targeting long‑term owners who are likely to sell
• Segmenting by home value to tailor upscale messaging
• Identifying properties with recent improvements or permits
ATTOM’s Property Data and Assessor & Tax Data deliver the foundational elements needed for this level of segmentation.
Personalize Campaigns Based on Property Attributes
Messaging is more impactful when it reflects the specifics of a lead’s home. Instead of generic outreach, marketers can reference real details such as home size, age, or renovation history to build relevance.
Example personalized campaigns:
• “Thinking of selling your three‑bedroom ranch?”
• “Recent permits show upgrades. Is your home ready for market?”
• “Home values in your area are climbing. Let’s talk timing.”
To build this type of messaging, ATTOM’s AVM and Building Permits data provide dynamic, hyperlocal insight into property condition and value.
Add Neighborhood Context to Enhance Local Engagement
Great marketing goes beyond the property. By incorporating neighborhood‑level insights, marketers can position homes within their broader lifestyle context. ATTOM offers data on schools, crime, walkability, demographics, and more.
This helps marketers:
• Target ads based on school zones or metro boundaries
• Build local landing pages for SEO and PPC campaigns
• Inform relocation content with community details
Use ATTOM’s Neighborhood Data (for demographics, POIs, crime, transit, etc.) or Neighborhood Navigator for branded community tools and user‑facing neighborhood reports.
Scale Enrichment via API
For teams managing thousands or millions of contacts, real‑time enrichment is essential. ATTOM provides property data API access to its full property data suite, allowing marketing platforms, CRMs, and custom tools to pull in current insights instantly.
Conclusion
Property insights transform static contact records into dynamic marketing assets. With enriched data, real estate marketers can better segment leads, craft personalized messages, and run hyper‑targeted campaigns that convert.
If you are looking to add property level intelligence to your marketing strategy, explore ATTOM’s property data across ownership, valuation, permits, neighborhoods, and more. With industry-leading coverage and flexible delivery solutions, ATTOM equips marketing teams with the insights they need to reach the right audience, craft relevant messaging, and drive measurable results.
