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'Hot Property' from EuroDirect

30 June 2003

Hot off the press this week is an exciting dataset from EuroDirect - providing exactly what every Direct Marketer wants to get their hands on.

EuroDirect have made available Council Tax Band Data at household level. Weighted against Land Registry data it provides accurate 2003 property valuations for every single house in the UK.

Not only does the value of a consumers' home help Direct Marketers to assess their lifestyle but it also provides an accurate indicator of wealth and likely disposable income - one of the most important factors affecting response to marketing campaigns. With house prices at record levels its important to be able to understand the real value of a consumers' home within their asset portfolio, especially as we see consumers releasing their equity for one-off major purchases and in retirement years to supplement their income.

Unique to the marketplace, EuroDirect has made Council Tax Band Data and Property Valuations available for every household in the UK. In the past, property price data has only been available from The Land Registry at Postcode Sector level providing a very coarse targeting tool. EuroDirect however has made household level data available in a two-tier approach.

  • POSTCODE LEVEL: Categorising every house in the UK into 1 of 24 property price points, the brand new CAMEO Property provides Council Tax Band Data as a postcode level classification. It allows users to understand their customers' property price profile and target prospects whose house value falls into a particular council tax bracket (A=lowest value, H=highest value). CAMEO Property will be provided to all existing users as a "free of charge" upgrade. Additionally, it will come as standard within DemoGraf*, EuroDirect's marketing GIS software, alongside the other five UK CAMEO systems.

  • HOUSEHOLD LEVEL: For marketers who require more specific household and individual targeting, CAMEO Property+ delivers Council Tax Band Data as an individual household level directory and as such it helps users to target particular households by highlighting the differences in affluence within postcodes, as each individual house is flagged with a 2003 property valuation.

The CAMEO Property systems can be used in a wide range of marketing applications, from database enhancement through to profiling and modelling to increase customer understanding. In addition, the Council Tax Band Data and property valuations are appended to our latest Electoral Roll and Data Exchange data pools introducing new key selection criteria.

John Dobson, Managing Director, EuroDirect comments: "This is another clear demonstration of EuroDirect's ability to create and be the first to market with new and innovative data products."

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