Audience Town Adds Home Buyer Search, Attribution Data

In the US, real estate industry marketing analytics platform Audience Town has launched a new service offering home builders keyword-based buyer insights and attribution analysis.

Led by founder and CEO Ed Carey (pictured), Audience Town provides advanced analytics and insights specific to home buyers and renters, with in-depth consumer profiles including interests and household information, plus trends and predictions, and links in the performance of specific marketing channels. The platform can predict those likely to move in the next twelve months, based on life events and 'often before movers know it themselves'.

The firm's new Paid Search Analytics functionality reveals what type of people 'engage with' specific keywords, including their household income and likelihood to move; and analyses web site traffic and search campaign success as well as path-to-purchase. Users can optimize marketing budgets to drive more community-specific traffic, tours, leads and home sales. The company says it will continue in the next few weeks to roll out attribution features that can trace a home sale to particular marketing channels and lead sources.

'This is the first-ever analytics platform designed to help home builders know which half of their advertising is wasted and actually do something about it' says Carey. 'Home Builders are asking for savings and efficiencies in a slower market, and they need efficient marketing technologies that can attribute which lead sources and keywords drive actual home sales. They want to optimize channels and lead sources, starting with the top marketing channel of paid search'.

The firm, which in February secured an unspecified amount of additional funding, is online at www.audiencetown.com .