SPLITTING THE ATTOM
which I’ll get to in a moment — we believe we’ve developed one that fits the bill.
matched to a closed sale within 30 days of the estimated settlement date included on the lead and that 75 percent matched to a closed sale date within 90 days. Companies can now market to these pre-mover leads with a high degree of confidence, knowing that two-thirds of the current occupants they market to will be actually moving within the next 30 days following a specific date, and 75 percent will be moving within 90 days. This data-based market intelligence provides the marketer with the tools they need to set up a targeted, time-sensitive and ultimately effective campaign.
Not only is that estimated moving date provided, it’s also highly predictive, according to an extensive analysis that ATTOM conducted prior to releasing this lead product to the marketplace. We looked at three years’ worth of historical pre-mover leads that would have been generated using this new method and matched it against sales deed data. We found that 67 percent of the leads
This new pre-mover lead is derived from loan pre-approvals for purchases of residential real estate — an event that is in close proximity to the actual move and also includes an actual date estimated for the move in the form of a settlement date included on the pre-approval documents.
Not only is that estimated moving date provided, it’s also highly predictive, according to an extensive analysis that ATTOM conducted prior to releasing this lead product to the marketplace.”
ATTOM Data Solutions • P18
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