Introducing Precision Ads for Home Builders

Home buyers are still in the market. They are simply moving more carefully.

The journey is longer than it used to be. Buyers are researching for months before submitting a form. They are comparing communities, watching incentives, revisiting websites, and waiting for the right financial moment. Demand has not disappeared - but it has become more deliberate.

At the same time, mortgage rates recently dipped below 6% for the first time in three years.

That shift may seem incremental on paper, but psychologically it’s significant.  Home buyers who have been on the sidelines may start to re-run the math.

In moments like this, visibility matters.

Not blanket visibility. Not generic reach. Precision targeting.

Every year, 20–30 million Americans move, and roughly 70% of them use streaming television . The modern home buyer isn’t waiting for a Sunday newspaper insert. They’re streaming, browsing, listening, pausing, searching, and comparing, often for 100+ days before ever filling out a form.

Spray-and-pray advertising is expensive. Going dark during a longer buying cycle is risky. Builders need to stay present across an extended journey without wasting budget on the wrong households.

For years, Audience Town has helped home builder agencies activate in-market movers using our data infrastructure. That capability has powered campaigns behind the scenes for select partners.

Now, we’re offering that same precision advertising directly to home builders.

Because insight without activation is incomplete. And activation without intelligence is expensive.

How Advertising Fits Into Our Tech

Audience Town was built to help home builders understand performance.

With Foundation, you can see what is working across channels and communities in real time and qualify visitors from the very first visit.

With Community Assessment, you can analyze who is buying, what they are paying, and where they are coming from in your local market.

With Attribution, you can connect CRM data and see the full path to purchase, online and offline.

Those capabilities give builders clarity. Advertising extends that clarity into action.

Audience Town Advertising allows you to activate against that same intelligence, reaching in-market home movers across Connected TV, streaming audio, digital display, geotargeting, and data-driven direct mail. As part of one connected analytics and advertising platform.

If you know who is in-market to move, why wouldn’t you reach them directly?

Reach In-Market Home Movers Across Every Major Channel

Connected TV

Each year, 20 to 30 million Americans move, and roughly 70 percent use streaming television. That is where your buyers are spending time.

Audience Town’s Connected TV campaigns allow builders to reach in-market home buyers with household-level precision instead of broad geographic targeting.

CTV combines the storytelling power of traditional television with data-driven targeting and retargeting across devices. It delivers measurable performance, including high completion rates and meaningful incremental reach beyond traditional TV.

For one regional builder, a targeted CTV campaign resulted in a 98 percent completion rate, a 60 percent year-over-year increase in website traffic, and a 24 percent increase in key site events within one month.

Awareness matters more when buyers are hesitant. CTV ensures you remain top of mind during the consideration phase.

Learn more about CTV.

CTV Pause Ads

When a viewer pauses content, your brand appears in a persistent, non-intrusive format that remains on screen for the duration of the pause. The average pause lasts over two minutes, and most viewers prefer pause ads to static frozen screens.

Pause ads create a clear, visible brand moment and can include a custom QR code to drive measurable action.

Meet buyers when they are paying attention.

Learn more about CTV Pause Ads.

Streaming Audio

Consumers spend hours each day listening to platforms like Spotify, Apple Podcasts, and iHeartRadio. Much of that listening time occurs when visual ads can't reach them.

With streaming audio, you reach in-market home movers while they commute, work out, or go about their daily routines. 

Audio campaigns build awareness and reinforce your message throughout a long buying cycle. They also integrate with digital retargeting to support downstream conversions.

Learn more about streaming audio.

Digital Display

Digital display remains one of the most effective tools for staying visible during a long research phase.

Audience Town’s display campaigns reach in-market home buyers across premium online placements and allow you to retarget households that have shown real intent.

Learn more about digital display.

Data-Driven Direct Mail

Moving still happens in real life.

Data-driven direct mail extends digital precision into the physical mailbox. Builders can target households based on property value, home type, ownership status, family composition, and mover likelihood.

When precisely targeted, direct mail becomes measurable and performance-driven. One top 50 home builder achieved a 16 percent view-through rate compared to a 1 percent industry benchmark.

Learn more about direct mail.

Audience Targeting

Retargeting works. But most retargeting campaigns waste budget. They include agents. Past buyers. Recent movers. Tire-kickers. Bots. Anyone who hit the site once.

Audience Targeting changes that.

Now builders to create custom audiences directly from their own community website data. Instead of relying solely on platform pixels, you can build segments using:

• Site behavior such as visit depth, referral source, time of day, and geography
• FHA-compliant demographic attributes
• Lifestyle signals unique to Audience Town, including luxury vehicle ownership, family composition, pet ownership, and more

Just as importantly, you can exclude low-quality traffic like real estate agents, past buyers, and recent movers.

Audience Targeting syncs directly to Meta with one click. Your custom audiences update automatically. No spreadsheets. No manual uploads. No new workflows.

In an A/B test one  home builder compared standard Meta retargeting to Audience Town’s smarter retargeting. The results were clear:

• Active Users increased nearly 88 percent
• Engaged Sessions increased more than 70 percent
• Key Events increased 220 percent

Same spend. Better performance.

The result isn't just Meta retargeting. It is smarter retargeting.

Learn more about Audience Targeting.

Experience Ads Built for Home Builders

Audience Town advertising are powered by the same data superset of people and property that drives our platform.

That means you can:

• See who is in market
• Understand where they are coming from
• Track how they engage
• Connect marketing activity to sales outcomes
• And activate campaigns against those same households

No other ad partner is built specifically around home builder performance data.

The goal isn't necessarily to spend more. It's to spend better.

Audience Town now gives home builders the ability to measure, understand, and activate within one unified platform.

The question isn't whether you should advertise. It is whether your advertising is informed by the same intelligence you use to measure performance.

If it isn't, let's connect.