Housing-News-Report-April-2017

HOUSINGNEWS REPORT

SPLITTING THE ATTOM

because of the time-sensitive nature of those services. Frankly the MLS listing data really doesn’t work as a lead at all — at least for any broad application — and is simply the result of trying to fit a square peg into a round hole. That MLS listing data is being sold as a pre-mover lead at all is certainly a testament to the strong demand for leads in the marketplace and the fact that up until recently there has not been a customized pre-mover lead that is just right for those offering moving- related services. A Goldilocks-Worthy Pre-Mover Lead Realizing this gap in the lead-generation marketplace, ATTOM Data Solutions last year embarked on a quest to find a Goldilocks-worthy pre-mover lead for the industry: one that is neither too hot nor too cold. After some extensive testing — These three methods of generating pre-mover leads have been used because they have been the best available, but the truth is that none of these were never originally designed as pre-mover leads — which is why they end up being either too hot or too cold for companies focused on moving-related services.”

That means that once a company gets the lead it may be too late. These leads have the advantage of including a concrete moving date in the form of the closing date on the sales deed, but they are often not actionable because of the lag time involved in collecting sales deed data. Companies interested in marketing to the occupants moving into the property can still use these public record leads somewhat effectively, but keep in mind that in many parts of the country it can take 45 days or more from the sale date to when the actual sales deed is recorded. By that time the new occupant moving in may have already secured many of the moving-related services he or she might need. Square Peg, Round Hole These three methods of generating pre- mover leads have been used because they have been the best available, but the

truth is that none of these were originally designed as pre-mover leads — which is why they end up being either too hot or too cold for companies focused on moving-related services. Modeled leads are really designed for real estate agents, investors and others looking to find homeowners who may be likely to sell but have not made that decision yet as evidenced by the fact that the property is not yet listed. These leads are great for agents and investors, who are offering services to help the homeowner sell the property. The public record leads help to power some of the predictive analytics used for the modeled leads, but as a stand-alone lead they are best-suited for companies providing more long-term services for homeowners and occupants. They’re just not ideal for companies offering services specifically related to the moving process

ATTOM Data Solutions • P17

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