🏠 Industry · Real Estate

Real-estate mailing lists, farming, and just-sold — the LeadsPlease® playbook.

Real estate is the most direct-mail-positive industry on LeadsPlease®. Three reasons: buyer + seller intent is geographically anchored (you can target by ZIP, radius, or polygon with surgical precision), life-event triggers create urgency (new movers and new homeowners are buying appliances, lawn care, mortgage refi within a 30-day spend window), and the Intent Data overlay catches the homeowners actively shopping for refi or remodel today, not a year from now.

The three list types you'll combine

1. Consumer farming list (ZIP / radius / polygon)

The bread and butter of real-estate prospecting. Send to every household in your farm. LeadsPlease®'s consumer list type covers 210M+ U.S. households with 30+ demographic filters — income, home value, length of residence, presence of children, age band — so you can refine the farm to the segment most likely to list (e.g. "homeowners 7+ years in residence, household income $150K+, in five Phoenix-metro ZIPs").

2. New Homeowner feed (daily-loaded)

The first 30–60 days after a closing is the highest-intent direct-mail window in the entire industry. New homeowners are buying appliances, lawn care, security systems, internet, mortgage refi options, and choosing a real-estate agent for the eventual next sale. The newhomeowner_v12 list type loads ~750K records per month, and pairing it with the Subscriptions API means you receive only the freshly-loaded records every day — never the same household twice.

3. New Mover feed (daily-loaded)

Slightly different than New Homeowner: covers anyone who relocated, including renters. Useful for "welcome to the neighborhood" / referral-network outreach where the buyer-vs-renter distinction matters less. ~1M records per month, also pushable via Subscriptions for daily delivery.

The criteria object — Phoenix-metro farming + just-sold combo

Let's build a real example. We're farming five Phoenix ZIPs (85254, 85255, 85258, 85259, 85260), targeting homeowners 7+ years in residence with income $150K+, AND we want a separate daily drop of every new homeowner that closes in those same ZIPs. Two criteria objects, fired against the same Data API:

// 1. The farming list — pulled monthly
{
  "listType": "consumer",
  "geoCriteriaType": "manual",
  "affiliateCode": "lp",
  "contactDataPoints": ["direct_mail"],
  "geos": [
    { "name": "85254", "type": "zip" },
    { "name": "85255", "type": "zip" },
    { "name": "85258", "type": "zip" },
    { "name": "85259", "type": "zip" },
    { "name": "85260", "type": "zip" }
  ],
  "demographics": [
    { "name": "length_of_residence", "codes": ["7+"] },
    { "name": "household_income",    "codes": ["150K+"] },
    { "name": "homeowner",           "codes": ["Y"] }
  ]
}

// 2. The just-closed daily feed — wrapped in a Subscription
{
  "listType": "newhomeowner",
  "geoCriteriaType": "manual",
  "affiliateCode": "lp",
  "contactDataPoints": ["direct_mail", "phone"],
  "geos": [
    { "name": "85254", "type": "zip" },
    { "name": "85255", "type": "zip" },
    { "name": "85258", "type": "zip" },
    { "name": "85259", "type": "zip" },
    { "name": "85260", "type": "zip" }
  ]
}

// Then wrap in a Subscription for daily delivery:
POST /subscriptions
{
  "name": "Phoenix new-homeowners — daily",
  "searchCriteriaId": "<criteria id from above>",
  "deliveryChannels": ["EMAIL"]
}

Layering the Intent Data overlay

This is where real-estate response rates jump. The LeadsPlease® National Consumer Database now carries an Intent Data field on every record, with multiple categories scored on a 1–100 percentile basis. For real estate, the most useful are intent_mortgage_refi (catches homeowners shopping for a refi today), intent_kitchen_remodel (homeowners planning a remodel = high listing-likelihood within 12 months), and intent_home_sale (the holy grail). Add any of these to your existing Criteria as another demographic and the audience shrinks to the in-market subset:

// Same farming list, now layered with refi intent
{
  "listType": "consumer",
  "demographics": [
    { "name": "length_of_residence",    "codes": ["7+"] },
    { "name": "household_income",       "codes": ["150K+"] },
    { "name": "homeowner",              "codes": ["Y"] },
    { "name": "intent_mortgage_refi",    "codes": ["P90+"] }
  ],
  "geos": [ /* same five ZIPs */ ]
}

The cadence that wins

One postcard never works in real estate. The pattern that consistently performs:

1. Month 0 — Introduction postcard (your photo, neighbourhood comp, light brand)
2. Month 1 — Just-sold postcard (use a recent comp from the farm; reinforce local expertise)
3. Month 2 — Market-update postcard (median price, days on market, inventory)
4. Month 3 — Personalized "are you thinking of selling?" letter
5. Month 6 — Year-over-year value report (often triggers the call)

Cycle this through the same farming list every 90 days. Layer the Subscriptions-API just-closed feed on top so every new homeowner who moves in gets a fresh "welcome to the neighborhood, here's the new comp" piece within 14 days of closing. Compounded reach over a year typically converts 1–3% of the farm into listing/buyer-side conversations.

Deliverability + compliance

All LeadsPlease® mailing-list records are USPS CASS-certified and deliverability-scored monthly. For real estate specifically: stay clear of NCOA-only farms older than 12 months (data ages fast), never mail to do_not_solicit flagged households, and respect state-specific solicitation rules (especially CA/NY/TX). The API automatically suppresses DNS/DNC opt-outs.

Other ways to access this data

You don't have to integrate the API yourself. Three paths:

• The Data API — for prop-tech platforms / brokerage tech teams building this into their own stack. JWT auth, OpenAPI 3.0 spec, no order minimum.
• The MCP Server — if your team uses Claude / Cursor / ChatGPT, plug LeadsPlease® in and ask conversationally ("how many new homeowners closed in Phoenix-metro last week?").
• The website checkout — one-time pulls without writing any code. $124.95 minimum per order applies; the API has no minimum.

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