Event Types

Every deed recording in a supported county is classified into one of the event types below. You choose which to track per campaign.

Transfer of ownership

The classic move. Property changes hands between unrelated parties at arm's length. This is the highest-intent signal for almost every home-services vertical.

Good fit for: security, lawn care, pest control, HVAC, home warranty, internet/TV, mortgage refi offers to new owners 12–18 months out.

New construction

First-time sale of a newly built home from builder to owner. Often includes builder-provided packages, but the homeowner will still make dozens of follow-on choices.

Good fit for: security upgrades to builder-grade systems, window treatments, landscaping, pool service, smart home integration.

Refinance

Owner keeps the property but refinances the loan. The family didn't move — but their finances and often their renovation plans shifted.

Good fit for: solar, remodelers, specific financial services. Poor fit for anything assuming a fresh household.

Foreclosure / distressed

Property changing hands under duress — foreclosure sale, short sale, bank repossession, tax deed.

Good fit for: investors and real-estate professionals. Use carefully — homeowners in distress are a sensitive audience and are protected by additional regulation in some states.

Other

Instruments that don't fit the above: quitclaims, easements, inheritance transfers, corrections. Usually filtered out.

Recommended starting point

For a typical security-services operator, start with Transfer of ownership + New construction filtered to single-family homes above your minimum viable sale price. Layer on more types once you know your baseline conversion rate.