The Challenge
A leading home improvement company needed a way to reach real homeowners ready to schedule HVAC installs and repairs. Traditional lead tactics relied on anonymous clicks and generic targeting, which made it hard to tell which marketing efforts turned into booked jobs. The team needed a household-level approach to identify verified homeowners, keep them engaged across channels, and directly measure campaign impact through real booked outcomes.
Solution
The home improvement company utilized Stream’s Integrated Marketing Cloud (IMC) to activate real, verified households through AI-driven targeting and automated media delivery.
The goal was to increase booked installs and service appointments by identifying and re-engaging verified households showing purchase intent. The home improvement company wanted to focus its marketing on real people in-market for HVAC services—not broad third-party digital and look-alike audiences—and ensure every campaign tied back to measurable household-level performance.
Tactics Used:
Audience Generation: Using Stream’s patented identity technology, the campaign validated 990 newly identified households and reactivated 343 returning in-market households, ensuring outreach focused on homeowners with real service intent.
Direct Mail (SmartMail): 1,227 addressable households also received personalized direct mail aligned with the same campaign, reinforcing digital engagement with tangible, local outreach.
Display Advertising: AI-optimized display ads reached 1,610 targeted households, using behavioral and seasonal indicators to deliver precise HVAC messaging at the right time—from maintenance reminders to replacement offers.
Results
With identity-powered activation and automated campaign delivery, the home improvement company achieved measurable, booked-outcome growth.
Turn Identity-Powered Targeting Into Real Booked Revenue
Activate real homeowners, increase booked installs, and measure ROI with the Integrated Marketing Cloud.
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