A complete view of Australian’s relationship with property

Access consumer audiences across all stages of the property ownership lifecycle – each with varying degrees of wealth, life events and buying habits.

Over 30 unique real estate segments

Developed in partnership with CoreLogic, 15 million Australians are attributed to 31 unique segments within 6 broad categories based on where they fall in the property spectrum. Each stage of the property journey is covered, from living at home or just moving out, to downsizing after the kids have left the nest.

  • Starting out: Includes younger people about to move out of the family home, professionals renting inner-city apartments and individuals in their 20’s and 30’s who continue to rent reluctantly.

  • Preparing for property: Identifies Australians that are looking to purchase their first property. Whether it be an investment property or a first home, this is the first step for many into the great Australian dream.

  • Changing needs: People likely to undertake significant property change include people looking to upsize, renovate or move into a newly rezoned house and land package.

  • Settled & static: Individuals unlikely to undertake change include young adults living at home and individuals who are happy to continue their inner-city apartment lifestyle.

  • Investment inclined: Property investors include wealthy white-collar professionals with substantial equity and older middle-income families that have grown their wealth through property.

  • Super living: Retirement aged with a large proportion of the country’s wealth. Includes those living with families as elderly dependants and people considering retirement villages and aged care.

Use cases

The possibilities are endless, but the most common applications for this data asset include:

  • First home buyer targeting: Target people closest to buying their first home with financial products or residential property developments.

  • Investor targeting: Target more financially sophisticated individuals with financial products to meet their needs.

  • Custom segmentation: Feed property behaviour into a segmentation for a sub-sector of an industry. For example, understand the mortgage broker market as part of the wider mortgage market and see your business’s place within that sector.

Over 30 unique real estate segments

Developed in partnership with CoreLogic, 15 million Australians are attributed to 31 unique segments within 6 broad categories based on where they fall in the property spectrum. Each stage of the property journey is covered, from living at home or just moving out, to downsizing after the kids have left the nest.

  • Starting out: Includes younger people about to move out of the family home, professionals renting inner-city apartments and individuals in their 20’s and 30’s who continue to rent reluctantly.

  • Preparing for property: Identifies Australians that are looking to purchase their first property. Whether it be an investment property or a first home, this is the first step for many into the great Australian dream.

  • Changing needs: People likely to undertake significant property change include people looking to upsize, renovate or move into a newly rezoned house and land package.

  • Settled & static: Individuals unlikely to undertake change include young adults living at home and individuals who are happy to continue their inner-city apartment lifestyle.

  • Investment inclined: Property investors include wealthy white-collar professionals with substantial equity and older middle-income families that have grown their wealth through property.

  • Super living: Retirement aged with a large proportion of the country’s wealth. Includes those living with families as elderly dependants and people considering retirement villages and aged care.

Use cases​

The possibilities are endless, but the most common applications for this data asset include:

  • First home buyer targeting: Target people closest to buying their first home with financial products or residential property developments.

  • Investor targeting: Target more financially sophisticated individuals with financial products to meet their needs.

  • Custom segmentation: Feed property behaviour into a segmentation for a sub-sector of an industry. For example, understand the mortgage broker market as part of the wider mortgage market and see your business’s place within that sector.

Got Questions?

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