The ICP Check

If you only learn one workflow in Audience Town, make it this one.

 

We call it the ICP check. ICP stands for Ideal Customer Profile. The buyer you're actually trying to reach for a given community. The check answers a simple question: is your website traffic that buyer, or someone else?

 

Start by writing down your ICP. Not a vibe, actual numbers. For this community, what's the household income range that qualifies? What's the credit score? Are you reaching for current homeowners, renters, or both? What about home value? Family composition?

 

If you don't have one written down, sit with your sales team. They know who's actually buying. They'll have opinions.

 

Now open Audience Town and go to Audience Explorer for that community. This view shows you the makeup of everyone who's visited the community's pages over a date range you set.

 

Compare what you see to what you wrote down.

 

If your ICP says household income between 150 and 250 thousand, and the chart shows most of your visitors are in that range, you're doing the right work. Go to the Website tab. Find what's driving that qualified traffic. Maximize on it.

 

If the chart shows your visitors are well below that range, you're doing the wrong work for this community. That's not failure. That's a direction. Go to the Website tab, find what's bringing the wrong audience, and reallocate. Or have a real conversation with your Zillow rep or your agency.

 

Match → Maximize

Mismatch → Reallocate

 

That's the loop. Compare. Diagnose. Adjust. You'll run it again in 30 days. And 90. And every quarter. It's the workflow that turns Audience Town from a dashboard into a decision.

 

Next, we get into the view where you'll actually do most of this work: the Live Table.