Lasped Customers
What is a lapsed customer?
A customer who has not interacted with or purchased from a brand within a specified period.
Why are new movers important targets?
They often make major purchase decisions shortly after moving.
What is competitor conquesting?
Targeting customers of rival brand with the goal of converting them.
What does "intent to home" mean?
Indicators that a person is preparing to move or buy a home.
What does CRRT stand for?
Custom Real-time Residential Targeting
What is one common reason customers lapse?
Lack of engagement or irrelevant messaging.
What is the average spend of new movers in the first 3 months?
Over $10,000 on home-related goods and services.
What's a key tactic in conquesting?
Offering better deals or benefits than the competitor.
What digital signals suggest home-buying intent?
Mortgage calculators and Zillow searches
What does home intelligence data help identify?
Household-level attributes and purchasing needs.
What is a good strategy to help re-engage lapsed customers?
Sending personalized win-back emails with incentives.
Name a signal that indicates someone is a new mover.
Change of address submissions
How can digital ads be used in conquesting?
Through geo-targeting or keyword targeting of competitor terms.
How early can intent to move be detected?
Up to 6-12 months before the actual move
What industries benefit from CRRT?
1. Real estate
2. Insurance
3. Home Services
4. Retail
What metrics help identify lapsed customers?
Recency, Frequency, and Monetary value (RFM) analysis.
How can brands reach new movers early?
Partnering with data providers for real-time mover alerts.
Name two data signals to identify competitor's customers.
1. Loyalty card usage
2. Browsing behavior
Why is timing crucial for this intent data?
Acting early allows brands to influence decisions.
How is home intelligence data gathered?
Through utility data, property records, and online behavior
How can predictive analytics help with customers?
By identifying patterns and suggesting optimal re-engagement timing.
What is a challenge in marketing to new movers?
Capturing their attention before competitors do.
It can lead to brand wars or customer confusion.
How is intent to home data collected?
Through aggregated digital behavior and AI models.
What's the benefit of CRRT over traditional targeting?
Precision targeting with real-time updates.