What Is Intent Data? Scored 1–100% Consumer & B2B Signals
Intent data identifies U.S. consumers and businesses who are actively researching a product or service right now — scores them 1–100% against a national household graph — and delivers a marketing-ready file with name, postal address, phone, email, and demographics. The signal is the input. The household is the product.
What Is Intent Data?
Intent data is a consumer or business dataset built from observed behavioral signals — the digital traces people leave when they are researching, comparing, or planning a specific action. When a homeowner starts researching home valuations and real estate agents, that behavior is a signal. When someone approaching 65 compares Medicare plan options, that is a signal. When a household begins researching contractors and requesting renovation quotes, that is a signal.
Most intent data providers stop there — they sell you the raw signal: "someone, somewhere, is researching mortgages." LeadsPlease goes further. Every signal is matched to the LeadsPlease national household graph, scored 1–100% by behavioral strength and demographic fit, and delivered as a marketing-ready file with name, postal address, phone, email, age, income, net worth — and the score. Marketers don’t run campaigns to anonymous IDs. They run campaigns to people.
The key difference between intent data and a standard mailing list is timing. A demographic list tells you who someone is. Intent data tells you what they are planning to do right now.
Demographic attributes: age, income, homeowner status, location. Useful for broad targeting but no indication of current purchase intent or timing.
Behavioral signals matched to a scored, demographically-enriched household. Reaches the right person at the exact moment they are most likely to respond.
The 4-Stage Pipeline — Signal In. Scored Household Out.
Signals come in continuously. The scoring and enrichment layer runs daily. The deliverable goes out via your chosen channel — Data API, MCP Server, embedded DataWidget®, or flat-file CSV/Parquet.
Behavioral intent signals aggregated continuously from search query patterns, content engagement, app usage, and purchase markers across thousands of upstream sources. Each signal carries a category, a recency timestamp, and a SHA256 hashed-email match key — PII never moves between systems in the clear.
Signals are joined to the LeadsPlease national household graph — 250M+ U.S. consumers, 18M+ verified businesses — via four match keys: SHA256 hashed email, name + postal address, phone, email. Match rate: typically 60–85% depending on signal source.
Every matched record gets an Intent Propensity Score derived from three layers: behavioral signal strength (recency & frequency), demographic fit against the household graph, and trigger alignment (deed records, mortgage originations, USPS new-mover events).
Scored records are enriched with up to 29 fields: name, address, mobile + landline phone, personal + business email, LinkedIn, age, income, net worth, firmographics where applicable, and the score. Delivered via DataWidget®, Data API, MCP Server, or flat-file drop.
Daily-refreshed scoring · USPS CASS-certified address layer · DNC + prison + deceased suppression pre-delivery
The 1–100% Intent Propensity Score
Every record is scored on a 1–100% percentile scale. Think of it as the household’s percentile rank against everyone else researching the same category. A score of 87 means this household ranks in the 87th percentile for that intent — ahead of 86% of the comparable cohort.
The score is a marketing prioritization tool, not an eligibility score. Use it to decide who to mail, call, email, or target with digital ads — not who to underwrite, price, or extend credit to.
Strong signal + demographic fit + trigger alignment. The smallest, most expensive, highest-converting cohort — phone outreach territory. Use P90+ for the very top decile.
Solid signal + demographic fit. Good direct-mail and email volume play. Where most production campaigns operate. P75+ spans Medium high + all of High.
Some signal, low confidence. Useful for awareness-stage retargeting and lookalike modeling, not for direct outreach. Largest audience, lowest per-record cost.
A standard demographic list converts at 0.5–1.5% on direct mail. The same audience filtered to P75+ Intent Propensity Score converts at 5–12% — 5–10× the response rate from identical mail spend.
Intent Data vs. a Standard Mailing List
| Standard Mailing List | LeadsPlease Intent Data | |
|---|---|---|
| What it tells you | Who someone is (demographics) | What someone is planning right now |
| Targeting basis | Static attributes (age, income, location) | Active behavioral signals, continuously updated |
| Timing | No indication of purchase timing | Identifies the peak decision window |
| Score | No propensity score | 1–100% Intent Propensity Score on every record |
| Fields delivered | Name, address, demographics | Up to 29 fields including phone, email, LinkedIn, firmographics + score |
| Delivery | One-time purchase or subscription | Near-real-time push, API, DataWidget®, or flat-file |
| Best for | Broad awareness, brand building | High-intent conversion campaigns, hot lead pipelines |
| Typical response rate lift | Baseline (0.5–1.5% direct mail) | 5–10× at P75+ (5–12% direct mail) |
Intent data and standard mailing lists are complementary, not competing tools. Many marketers use intent data for high-value acquisition and standard lists for broad awareness and retention.
B2C vs. B2B Intent Data
LeadsPlease covers both consumer and business intent signals from a single platform.
B2C (6,929 signals, 25 categories): Triggered by major life events — a move, a home purchase or sale, a renovation, a retirement transition. These events create concentrated, time-limited windows when households need multiple products and services simultaneously. Signals deliver postal addresses, phone numbers, and personal email addresses — enabling direct mail, phone, and digital outreach to individual consumers at home. The largest categories include Sports & Fitness (1,741 signals), Auto (743), Spiritual (586), Consumer Electronics (576), Financial Services (256), and Real Estate (245 across 7 sub-categories).
B2B (34,872 topics): A flat taxonomy covering individual SaaS products, business terms, and buying motions (renewal, switching, evaluating, RFP). Matched to the LeadsPlease professional contact graph — job title, department, company, domain, revenue band, employee count — for surgical outbound and ABM. Combine intent + firmographic gates (e.g. P75+ on “Salesforce alternatives” AND VP-Sales title AND 200–500 employees) for account-level targeting.
LeadsPlease B2C Intent Signals
Six consumer intent signals, each covering a distinct life event and its purchase window.
Pre-mover signals — catch the household 30 days before they move, not after
4.7M transactions per year — active home buyer signals
245 real estate signals across 7 sub-categories — reach sellers before they list
54% of homeowners annually · $503B home improvement market
10,000 Americans turn 65 every day — 7-month IEP window
Homeowners 55–72 deciding how to retire — claiming, annuities, rollovers
How Marketers Use Intent Data
Intent data is most effective when used to concentrate budget on high-probability prospects during a defined decision window:
- Direct mail targeted to the highest-scoring households in a geography, timed to the signal detection date — converts 5–10× vs. a demographic-only list at P75+
- Near-real-time lead pipelines via Subscriptions — define your audience once, receive newly-scored households pushed to your inbox, webhook, S3, or SFTP within hours of intent firing
- Digital retargeting via hashed-email audience matching on Facebook, Instagram, and Google display — reach the same household across channels during their peak intent window
- ABM for B2B — combine 34,872 B2B topics with firmographic gates to build account-tier playbooks: P90+ accounts get 1:1 outreach, P75–90 get 1:few sequences, P50–75 get 1:many email cadences
- Self-serve ordering via the DataWidget® — non-developer marketers, brokers, and agencies build a count, preview, and order intent lists without coding
⚖ Marketing use only. Not a consumer report under FCRA. LeadsPlease Intent Data may be used to find people for marketing outreach — not for credit, insurance, employment, tenant-screening, or any other eligibility decision. EULA-enforced on every order. DNC, prison, deceased, and client suppression files applied pre-delivery.
Ready to Try Intent Data?
Talk to our data specialist team about signal types, scoring thresholds, and delivery options for your campaign.
Talk to a Data Specialist →Browse All Intent SignalsFrequently Asked Questions
Intent data is a marketing dataset that identifies people who are actively researching or planning a specific purchase or life decision right now. Rather than targeting everyone who fits a demographic profile, intent data lets you reach the people most likely to buy — based on what they are doing, not just who they are. LeadsPlease adds a 1–100% score to each record and delivers it with full name, address, phone, and email — marketing-ready, not just a signal flag on an anonymous ID.
Four differences. First, every record is scored 1–100% against the LeadsPlease household graph — not just a behavioral signal on an anonymous ID. Second, every record arrives enriched with up to 29 fields including name, address, phone, email, age, income, and firmographics — marketing-ready. Third, Subscriptions push newly-scored households to you in near-real-time as their intent fires — not in next month's static file. Fourth, intent data is available through DataWidget® (self-serve UI), Data API, MCP Server, and flat-file — pick the surface that matches your stack.
A 1–100% percentile rank assigned to every record by combining three layers: (1) behavioral signal strength — recency and frequency of engagement with the topic; (2) demographic fit against the LeadsPlease household graph; (3) trigger alignment — proximity to deed records, mortgage originations, USPS new-mover events. Bucketed externally as Low (1–33), Medium (34–66), High (67–100). The underlying score is exposed on every record so you can dial precision yourself: P90+ is the top decile, P75+ is the top quartile.
Up to 29 fields: name, postal address, mobile + landline phone, personal + business email, LinkedIn URL, age range, income range, net worth range, firmographics where applicable (job title, department, company, domain, revenue, employee count), intent category, intent topics, Intent Propensity Score (1–100), score bucket (Low/Medium/High), and a last_updated timestamp. Real fill rates from a 500-row Real Estate Seller Intent sample: 100% name, 89% postal address, 72% mobile phone, 96% personal email, 68% income range.
Behavioral signals roll in continuously and the score-and-enrich pipeline runs daily — so a household that crosses your intent threshold can be in your inbox or webhook within hours via a Subscription, not days or weeks. Every record is stamped with a last_updated timestamp. The LeadsPlease household graph is refreshed monthly, USPS CASS-certified for deliverability. New Mover and New Homeowner trigger overlays load weekly.
Yes. LeadsPlease Intent Data is licensed for marketing use — finding people to contact — not for eligibility decisioning. It is not a consumer report under FCRA. The EULA enforces this on every order: no underwriting, no credit decisioning, no insurance pricing, no employment screening, no tenant or housing decisions. DNC, prison, deceased, and CCPA/CPRA opt-out records are suppressed pre-delivery. CAN-SPAM compliance on email send is the client's responsibility.