Experian: Demographic & Property

Demographic & Property

The Demographic & Property Add-On enables organizations to gain an improved level of insight into individuals at the point of interaction.

This allows you to tailor the messages you send and prioritize leads to provide personalized offers and improve customer engagement.

What constitutes a …

Success	Failure	Error
The service is available, and the Add-On returns data.	The service is available, but some parameters, such as an invalid postal code, are missing or invalid. Additional insight can be extracted from the status field.	The service is unreachable or has encountered an unexpected error. Any details available will be present in the reason field.

How does it work?

Simply edit your LeadConduit flow, switch to the “Steps” tab, and Add an “Add-On” Step.

Search for this Add-On and select “Add To Flow”

Once you click on “Add To Flow”, you’ll be requested to select the fields you want to get from Experian.

Take into consideration that, unlike most enhancements, the Demographic & Property Add-On is billed per field enabled instead of a flat transaction, $0.05 for each field requested; this means that, if for example, you select Home Value, Age, and Marital Status, you will be billed $0.15 per transaction.

Ultimately, click on “Finish”; your flow is ready to use Demographic & Property.

Appended Data

The Add-On returns the following information:

Appended Field	Description
Outcome	Add-On outcome (success, failure, or error)
Reason	If the outcome is an error, this is the reason why
Billable	The count of billable items in this event
Match Type	Experian generated indicator of match level. Possible outcomes are Median Level, Household Level, Person Level, or No Match
Zip4 Credit Score	Experian generated median credit score
Zip4 Credit Score Grade	Possible values include Super Prime, Prime, Nonprime, Subprime, or Deep Subprime
Estimated Home Value	Estimated current home value
Homeowner Renter Status	Current homeowner or renter status
Age	Combines Exact or Estimated Age in Years
Marital Status	Current marital status

Common Questions

What data is sent to Experian?

Experian’s Demographic & Property receives the First Name, Last Name, Address, City, State, and Postal Code from your lead; you can also submit your lead’s Phone Number.

How does Experian’s Demographic & Property pricing work?

Unlike most enhancements, Experian Demographic & Property is billed per field enabled instead of a flat transaction.

For example, if Home Value, Age, and Marital Status are enabled, you will be billed $0.15/transaction ($0.05 for each field appended).

Which are the different Homeowner/Renter values provided by the Add-On?

Value	Description
Probable Homeowner (70-79%)	Homeowner probability is calculated using a proprietary statistical model that predicts homeownership’s likelihood.
Probable Homeowner (80-89%)
Probable homeowner (90-99%)
Homeowner	A combination of known and modeled data; confirmed homeowners are determined from tax assessor and deed information.
Renter	Renter status is derived from self-reported data; unit numbers are not used to infer rented status because units may be owner condominium/coop.
Probably Renter	Probable renter is calculated using an algorithm based on the lack of homeowner, the address type, and Census data.
Unknown	The Homeowner or Renter status could not be found.

Which are the different Marital Status values provided by the Add-On?

A person’s Marital Status can be one of the following, ordered from higher to lower probability of being married:

Married Extremely Likely
Married Likely
Single Likely Never Married
Unknown

Which are the different Match Types values provided by the Add-On?

The concept of the Match Type is that each data-point is giving feedback about how precise they can get to the zip+4. So, for example, with a name and an address, you can get very close, but with just a zip, it’s more likely to be Median.

Match Type	Example	Explanation
Median Level	John Doe, 123 Main St., Lido, CA, 95252	Credit score returned will be about the Zip+4 of the address. John Doe is not a real resident of the specified address The address may in fact be legitimate. Additionally, the address may or may not exist.
Household Level	“Fake” Doe, 123 Main St., Lido, CA, 95252	Credit score returned will be about the Zip+4 of the address. Household is reported as Match Type since the last name of the lead submitted matches the address in Experian’s database. The address submitted is also a real address within the specified zip code. However, it should be noted that “Fake” is not a legitimate person at that address.
Person Level	Jay Addison, 123 Main St., Lido, CA, 95252	Credit score returned will be about the Zip+4 of the address. The Match Type is reported as Person Level because the first and last name specified match the address in Experian’s databases.
No Match	Test Case, 123 Main St., Lido, CA, 95252	No credit score will be returned

Which are the different Zip+4 Median Credit Score grades provided by the Add-On?

Zip+4 Median Credit Score grades can be the following, ordered from higher to lower scores that represent the likelihood of risk (higher grades have less risk):

Super Prime
Prime
Nonprime
Subprime
Deep Subprime

Match Type and Zip 4 Credit Score considerations

It’s important to remember that though the Experian Match Type may fluctuate, the Experian Zip4 Credit Score will remain a constant if the same address is provided. In other words, even if the provided name fluctuates, the Experian zip+4 credit score information will remain the same when the same address is used. This is because the credit score appended to the lead is based on the zip+4 information for the address provided and is not based on an individual.

Why is sometimes the Zip 4 Credit Score provided as a float value?

This field denotes the median aggregated FICO score for the ZIP4 area on Experian’s ConsumerView file.

Since this is a calculated median for the ZIP4 area, most values (5-digits long) tend to have a decimal, e.g., 123.45.

What is a Credit Score?

A credit score is a prediction of a person’s credit behavior, such as how likely they are to pay a loan back on time, based on information from their credit reports.

For further information, see: What is a credit score? | Consumer Financial Protection Bureau

What is a VantageScore Credit Score?

VantageScore* is one of many scoring models that look at the information in a person’s credit reports and generate a number designed to communicate the likelihood they’re going to pay their bills on time. You may have seen VantageScore delivered through an educational websites or on a credit card statement. According to VantageScore Solutions, more than 1 billion VantageScore credit scores were provided directly to consumers between July 2016 and July 2017.

VantageScore Solutions LLC is a consumer credit scoring company based in Stamford, Conn. The company was created in 2006 and is jointly owned by the three major consumer credit reporting companies: Equifax, Transunion, and Experian.

VantageScore is part of Experian’s Premier Summarized Credit Statistics (PSCS) and its calculated by aggregating the available consumer credit data in a ZIP+4.

VantageScore predicts the likelihood of future serious delinquencies (90 days late or greater) on any type of account.

For further information, such as “What Is a Good VantageScore?”, see: What Is a VantageScore Credit Score? - Experian

Which is Experian’s Demographic & Property workflow to provide data?

Experian’s Demographic & Property workflow consists of the following 3 stages:

Verification: Verify your contact data (names, addresses, phones, and emails) using Experian’s industry leading standardization and validation tools.
Enrichment: Enrich your contact data in real-time with Experian’s vast array of consumer data that segments prospects by the most relevant criteria.
Demographic & Property offers over 1,000 attributes such as geographic and demographic data, attitudinal and messaging strategies, life event flags, individual and household level interest indicators, financial and automotive data.
Scoring: Combine the wealth of consumer marketing data with predictive analytics to turn your data into actionable insights. Demographic & Property allows you to build predictive models in order to prioritize lead follow-up, provide tailored products and offer more intelligent interactions.

For further information, see: Workflow

Is Experian’s Demographic & Property Add-On CCPA compliant?

Yes, Demographic & Property is CCPA compliant.