Reach Homeowners Planning a Renovation — Before They Hire a Contractor
LeadsPlease Intent to Renovate data identifies U.S. homeowners actively researching home improvement projects — before they’ve hired a contractor, applied for financing, or purchased materials. Every record is scored 1–100% for renovation intent and delivered with full contact details and property data.
What Is Intent to Renovate Data?
Intent to Renovate data is a consumer marketing dataset that identifies U.S. homeowners showing behavioral signals consistent with planning a home improvement project. These signals are gathered from contractor research, permit activity, financing inquiries, material research, and design inspiration browsing — then matched against a national household graph.
The result is a scored, ranked list of homeowners likely to undertake a renovation in the coming weeks or months. It is a marketing prioritization tool that lets you concentrate your budget on the households most likely to need your product or service right now — before they’ve committed to a contractor, store, or financing provider.
Unlike general homeowner lists, Intent to Renovate data targets households in an active purchase and hiring state — with higher average project spend and stronger responsiveness to relevant offers.
Signal sources used to identify renovation-intent homeowners:
- Contractor & tradesperson research
Searching for and comparing local contractors, plumbers, electricians, and HVAC technicians
- Permit & planning activity
Building permit applications and local planning authority research
- Renovation financing research
HELOC inquiries, home improvement loan comparisons, and personal loan research
- Design & material research
Browsing flooring, cabinetry, fixtures, and material options across retailers and design sites
- Project cost research
Using project cost calculators and requesting estimates for specific renovation types
The Renovation Planning Window
Major home improvement projects go through a defined planning cycle. Reaching homeowners at the start of that cycle — while they’re still comparing contractors, choosing materials, and arranging financing — puts you in front of them before decisions are locked in.
- Defining the project scope
- Browsing design inspiration
- Researching contractors
- Exploring financing options
- Comparing material costs
- Getting contractor quotes
- Applying for project financing
- Purchasing materials & fixtures
- Ordering custom items
- Scheduling work dates
- Purchasing finishing materials
- Upgrading adjacent systems
- Furnishing renovated spaces
- Reviewing energy efficiency
- Planning the next project
Sources: Joint Center for Housing Studies of Harvard University; National Association of Home Builders; U.S. Census Bureau
Who Uses Intent to Renovate Data
Any business that sells products or services to homeowners undertaking a home improvement project.
Reach homeowners in the early quoting stage before they’ve filled their schedule with competitors. First contact wins more jobs.
Kitchen and bathroom renovations are the highest-spend projects. Reach planning homeowners before they commit to a supplier or showroom.
Flooring replacement is among the most common renovation projects. Target homeowners actively comparing materials and installers.
Renovations frequently uncover or trigger HVAC upgrades. Reach homeowners planning projects that commonly include heating and cooling work.
Homeowners already disrupting their property for a renovation are more open to adding solar. Reach them during the planning phase when roofing or electrical work is planned.
HELOC providers, home improvement loan companies, and personal lenders all compete for the same borrower. Reach them before they apply.
Homeowners in active renovation mode make large, repeated purchases. Build awareness before they establish a preferred store relationship.
Major renovations often involve a designer. Reach homeowners planning significant projects before they hire through a referral.
Roof and window replacements are high-ticket, time-specific decisions. Reach homeowners researching these projects at peak intent.
Outdoor renovation is one of the fastest-growing segments. Reach homeowners planning decks, patios, and landscaping upgrades.
What’s Included in Every Record
Every Intent to Renovate record is delivered marketing-ready with full contact data, property details, and a propensity score. All postal addresses are CASS-certified, delivery-point validated, and NCOA-processed before delivery.
| Field | Detail |
|---|---|
| Full Name | First + last name, verified |
| Postal Address | CASS-certified, NCOA-processed, DPV-confirmed |
| Phone Number | Mobile and/or landline where available |
| Email Address | Validated deliverable email |
| Age & Gender | Head of household demographics |
| Estimated Income | Household income band |
| Estimated Home Value | Current property value estimate |
| Years at Address | Length of current homeownership |
| Project Signal Category | Contractor research, permit activity, financing inquiry, material research |
| Signal Date | When the intent signal was first detected |
| Intent Propensity Score | 1–100% likelihood-of-renovation score |
The Intent Propensity Score
Every Intent to Renovate record carries a 1–100% Intent Propensity Score based on the recency, volume, and source diversity of signals detected for that homeowner. Use it to tier your marketing investment — premium outreach to the 90–100% band, broader awareness to mid-range scores.
Multiple recent signals. Actively requesting quotes, applying for permits, or sourcing materials.
Strong signals. Regular contractor research, financing comparisons, material browsing.
Early-stage signals. Project cost research, design inspiration, general home improvement browsing.
Initial signals detected. Suitable for broad brand awareness campaigns.
The score is a marketing prioritisation signal only. It does not constitute a prediction, guarantee, or consumer report.
What Makes Our Intent Data Different
LeadsPlease Intent to Renovate is built for companies reaching individual U.S. homeowners — with postal addresses, phone numbers, and email, not just company domains.
We score every record so you can concentrate your spend on homeowners most likely to hire and purchase now — not on those who browsed a home improvement site once.
Reach homeowners before they’ve committed to a contractor, store, or lender. Once those relationships are established, breaking in is very difficult.
Every postal address is run through USPS NCOA monthly and CASS-certified before delivery. You get a deliverable address, not a stale one.
We combine contractor searches, permit data, financing inquiries, and material research. More sources means broader coverage and fewer false positives.
No sales call. No minimum order. No subscription. Select geography and score range, preview 100 free records, and download in minutes.
Permitted Use & Compliance
LeadsPlease Intent to Renovate data is sourced from publicly available records and licensed data compilations. It is provided for marketing and advertising purposes only.
This data is not a consumer report under the Fair Credit Reporting Act (FCRA) and may not be used for credit decisions, employment screening, insurance eligibility determinations, tenant screening, or any other purpose regulated by the FCRA.
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Request Access →Talk to a Data SpecialistFrequently Asked Questions
Intent to Renovate data is a consumer marketing dataset that identifies U.S. homeowners showing behavioral signals consistent with planning a home improvement project. Signals including contractor research, permit activity, financing inquiries, and material browsing are aggregated and scored to produce a ranked list of homeowners most likely to undertake a renovation in the coming months.
LeadsPlease aggregates signals from multiple sources: searches for local contractors and tradespeople, building permit applications, HELOC and home improvement loan inquiries, material and fixture browsing on home improvement and design platforms, and project cost calculator activity. Each signal is matched to a verified homeowner record and scored using our Intent Propensity model.
A general homeowner list includes all homeowners regardless of purchase intent. Intent to Renovate data filters specifically for homeowners in an active planning and hiring state — with demonstrated research behavior across multiple signals. This produces a much higher-intent audience and typically delivers stronger response rates for home improvement offers.
Our signal aggregation covers a broad range of project types including kitchen and bathroom remodels, flooring replacement, roofing and window upgrades, HVAC installation, solar installation, room additions, basement finishing, deck and outdoor living construction, and general interior and exterior renovation.
The Intent Propensity Score is a 1–100% likelihood score assigned to each homeowner based on the recency, volume, and diversity of detected signals. A score of 90–100% indicates a homeowner showing multiple strong, recent signals such as active contractor quoting or permit applications. A score of 50–70% reflects earlier planning behavior.
The highest-impact verticals are general contractors, kitchen and bath retailers, flooring companies, HVAC providers, solar installers, home improvement lenders, roofing and window companies, interior designers, home improvement retailers, and landscaping and outdoor living businesses.
Each Intent to Renovate record includes: full name, NCOA-processed postal address, phone number, email address, age, estimated income, estimated home value, years at current address, project signal category (contractor research, permit activity, financing, or material research), signal date, and an Intent Propensity Score from 1–100%.
Yes. LeadsPlease Intent to Renovate data is sourced from publicly available records and licensed data sources and is intended for marketing purposes only. It is not a consumer report under the FCRA and may not be used for credit, employment, insurance eligibility, tenant screening, or other FCRA-regulated decisions. Use is subject to LeadsPlease Terms of Service and applicable laws including CAN-SPAM and CCPA.