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

See our complete guide: Predictive AI for home services brands.

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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: Enrich your customer records with the Faraday Identity Graph (FIG), which includes over 1,400 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 records—like Likelihood-to-Purchase, Best-First-Product, or Credit Score Proxy—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 1,400+ 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
Shopping styles	Segments households by preferred shopping behavior—online, in-store, luxury, deal-driven, and more—based on transactions, media habits, and survey data
Is baby boomer	Indicates whether an adult born between 1946–1964 (the Baby Boomer generation) is present in the household
Family composition	Classifies the household by the marital status of adults and the presence or absence of children
Purchased via sweepstakes	Likely to make purchases via the sweepstakes channel
Gender	Gender of the individual
Mail order buyer interest	Likely to make purchases via the mail order channel
Miscellaneous online topic spending interest	Flags households with reported online spending in topics not covered by other interest categories
Individual marital status	Marital status
Facebook interest	Flag for household interest in or active use of Facebook, derived from social media engagement signals
Dwelling type	Structural classification of the residence (single-family, duplex, townhouse, apartment, mobile home)
Low to median household income pct	Estimates the share of households in the surrounding postcode earning at or below 80% of the postcode median household income
Household income	Estimated annual household income, based on modeled narrow- and broad-band income ranges
High dollar belief causes donor likelihood	Ranks likelihood to donate $500 or more annually to religious causes
Income tier derivation	Indicates the type of information used to derive a household's income tier assignment
Home year built	Four-digit year the primary building on the property was originally constructed
Available home equity amount	Current market value of the home minus outstanding mortgage balance or liens
Prominent household profession	The most prominent profession associated with the household
Child presence in household indicator	Indicates whether a child is present in the household
Credit score proxy	Groups individuals into 12 ranks across 5 tiers (Best to Poor) that approximate credit score; rank 1 (~760) is best, rank 12 (~590) is lowest
Credit card payment indicator	Indicates whether the individual has made a purchase using a credit card

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 started on buy.faraday.ai for self-serve access, or talk to a Context Consultant if you're evaluating for a larger contract or want to talk through activation angles.