PGM launches home services audiences using property and consumer data

By AI, Created 4:56 PM UTC, May 18, 2026, /AGP/ – PGM introduced new audience packages for home services marketers that combine property-condition signals with consumer behavior to find homeowners closer to a buying or repair decision. The launch is meant to improve targeting precision and campaign efficiency across channels.

Why it matters: - Home services marketers often know who might need help, but not when a homeowner is most likely to act. - PGM’s new audiences aim to narrow that gap by combining home-condition data with consumer activity signals. - The packages are built to help brands spend more efficiently and improve campaign performance.

What happened: - PGM launched new audience packages for home services marketing. - The launch was announced May 14, 2026, in Tampa, Florida. - The audiences are powered by PGM’s Home Factors data. - Michelle Taves, VP & Group GM, Data & Marketing at PGM, said the approach connects what is happening with the home and what the consumer is doing.

The details: - The audience packages combine property attributes with household and behavioral data. - Signals include roof life stage, repair indicators, home characteristics, and in-market activity. - PGM said the initial release includes three audience packages. - Water Intrusion & Prevention targets homes with water intrusion indicators, plumbing systems, sump pump presence, and foundations in need of repair. - Aging Home & Maintenance focuses on homes with age-related repair and replacement needs, using signals such as home age, roof life stage, structural characteristics, and ownership tenure. - Roof & Window Repair targets homes showing exterior wear and upgrade needs, using roof life stage and window repair indicators. - Each audience is designed for activation across channels. - PGM said the packages are part of its broader audience intelligence approach across people, homes, and behavior. - The company said additional audience packages are in development for more home service categories and use cases. - More information is available here.

Between the lines: - The launch reflects a shift from broad demographic targeting to timing-based targeting. - PGM is trying to link property conditions with consumer intent so marketers can reach homeowners closer to decision points. - That could matter most in categories where repairs and upgrades happen after visible signs of need appear.

What’s next: - PGM plans to expand its library of audience packages. - The company said future releases will support additional home service categories and use cases. - Marketers can already explore available audiences through PGM’s property-owner data page.

The bottom line: - PGM is betting that pairing home-condition signals with consumer behavior will help home services brands find the right homeowners at the right moment.