Just the essentials: Get the datapoints home services brands need to make better decisions

If you’re leading marketing at a home services brand—kitchen, bath, remodeling, roofing, solar—you already know how critical data is to keeping the funnel moving. You’ve built strong programs to generate leads, feed the call center, and keep installers busy. But there’s always another level of efficiency and ROI to unlock when you have richer context on the households you’re targeting.

Think about qualifying appointments in the call center: better data means fewer no-shows, more productive reps, and more installs. That’s where Faraday comes in.

The Faraday data platform

To take your efforts further, you don’t just need more data—you need the right data, delivered in a way that’s immediately usable across your CRM, call center, and campaigns. That’s where Faraday’s three-part data platform comes in:

• Identity completion: Fill in the blanks with verified names, addresses, emails, and phone numbers so every record maps to a real household.
• Consumer data: Tap into the Faraday Identity Graph (FIG), which includes over 1,500 responsibly sourced datapoints covering 240M U.S. adults and households. These datapoints span demographics, lifestyle, property, and behavioral attributes that make segmentation, targeting, and prioritization easy—even before layering on custom predictions.
• Custom predictive datapoints: AI-trained scores built on your own history—like Likelihood to Convert, Best First Product, or ValueScore—so you can prioritize and personalize at scale.

Essential data packages

One way we make the consumer data layer easier to use is by curating industry essential data packages: sets of 20 datapoints that we’ve determined to be most predictive for your industry. We identify these datapoints using our Faraday predictor leaderboard, which ranks datapoints by their predictive power in each particular industry vertical. For home services, these packages are tuned to help qualify leads, score calls, and prioritize installs.

How they’re chosen: We analyze all 1,500+ datapoints in the FIG and surface the ones with the strongest predictive signals for your vertical. That way you get the attributes that matter most, without paying for data you don’t need.

How they’re delivered: Essential data packages show up just like any other Faraday datapoint—directly appended to your records in your CRM, call center platform, or lead management system in real time through our api or in scheduled batch. No extra setup required.

How they’re different: Most data vendors hand you a pile of raw attributes. Faraday packages are curated, validated, and aligned to your outcomes. Our data is high-quality, responsibly sourced, and refreshed regularly—and we take on the work of figuring out what’s actually useful for you.

The home services essential data package

Here’s what’s included in the standard package for home services brands:

Data Trait	Description
Number of adults	Number of adults in the household
Age	The age of the individual
Basement	Property has a basement
Number of bathrooms	Total count of bathrooms in domicile
Number of bedrooms	Total count of bedrooms in domicile
Children in household	Known or inferred presence of children in the household
Low/moderate income	True if a household qualifies as low or moderate income for their region under HUD guidelines
Project home renovation quintile	Average dollars that were spent on the project home renovation category bucketed into 5 quintile groupings
Dwelling type	Property type categorization
Gender	Gender of individual
Homeowner or renter probability	Designation of person-to-property relationship (renter vs. owner), with probability
Household income	Median numeric value of narrow-band income; computed based on highly accurate multi-sourced models which take into account modeled self-reported incomes, property values and other proprietary sources; calibrated to and validated against truth sets prior to release every six weeks
Household size	The number of people living in the household, including adults and children
Mortgage amount	Original mortgage amount at the time of purchase
Living Area Square Feet (actual)	Indicates the square footage of the entire living area of the home (minus basement, garage, etc.)
Marital status	Marital status
Credit Score Proxy	Ranking that approximates household credit health, available in 5 or 12 buckets
Property lot size in acres (actual)	Acreage representing entire property; square footage of lot (43,560 square feet = 1 acre)
Single-family household or townhouse	Category of domicile

These datapoints give you immediate visibility into whether a lead is likely to be a fit for your business, before your sales team ever picks up the phone.

Why this matters

When you add these essentials to your leads and customer records, you:

• Save money by rejecting unqualified leads earlier in the funnel.
• Increase conversions by prioritizing the right households.
• Boost efficiency Make sure your reps aren't wasting time on unqualified leads, low-fit or no show appointments.
• Prove ROI to the CFO with data-driven evidence that marketing spend is driving installs and revenue.

Closing: smarter data, real results

Industry essential data packages are how Faraday makes your records AI-ready, without heavy lifting from your team. Combined with verified identity completion and custom predictive datapoints, they give you the full modern data stack your home services brand needs to compete.

Ready to see how these datapoints can transform your funnel? Get in touch with Faraday!