Homeowners Marketing

What Homeowners Marketing does

Homeowners Marketing Services, Inc. is a privately held, California-incorporated direct mail data and services company founded in 1967 and headquartered in Sherman Oaks, in the greater Los Angeles area. The company compiles and curates mailing lists of new homeowners, new movers, new businesses, refinancers, and consumers by keying data directly from county property deed recordings across the United States, with daily updates and a 93% deliverability guarantee. Its core product is the New Homeowners Mailing List, supported by adjacent list SKUs (New Movers, New Business, Home Refinance, Insurance X Dates, Consumer, Zip Code, B2B, Small Business Leads), plus value-added design, print, and mailing services delivered through a self-service e-store.

The company monetizes through one-time list purchases priced at $0.09 per name with a $75 processing fee (waived above 10,000 names), recurring weekly/monthly subscriptions at 9–25 cents per name with optional daily delivery, and bundled design-print-mail services leveraging USPS bulk mail discounts. Distribution combines a consultative direct sales motion with assigned list specialists and a transactional e-commerce storefront; supporting channels include a blog, free utilities (radius lookup, mail-merge guides, homebuyer survey whitepaper), and active social/PR presence. Customers are predominantly SMBs across home improvement, insurance, financial services, healthcare, landscaping, and retail verticals, with 3,000+ businesses placing orders weekly and 1,000+ on subscription plans, and over 60,000 businesses served historically. There is no disclosed AI/ML capability, no funding history, no M&A activity, and no app or API product surface; the company operates as a closely-held operating business with President Barry Weiner leading a 11–50 person team.

Name

Homeowners Marketing

Legal name

Homeowners Marketing Services, Inc.

Website

https://homeownersmarketingservices.com

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

11–50 employees

Short description

Homeowners Marketing Services compiles and sells U.S. direct-mail lists—primarily new homeowners, movers, and new businesses—sourced daily from county deed recordings, and offers bundled design, print, and mailing services to SMBs and enterprises across verticals such as home improvement, insurance, financial services, and healthcare.

Ownership category

akta.pro rank

Product category

Direct Mail Marketing Data Services

NAICS

Directory and Mailing List Publishers (51314), Direct Mail Advertising (54186)

SIC

Services-Direct Mail Advertising Services (7331), Services-Advertising (7310)

akta.pro primary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

akta.pro secondary industry

Direct Mail Marketing Services (Print, Postcard, Dimensional Mail) (BPAFAKAH)

Keywords

• Direct mail lists
• New homeowner data
• Mailing list compilation
• Direct mail services
• Business lead generation

Headquarters

HQ city

North Hollywood

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Mailing List Sales (One-time): One-time purchases of mailing lists at $0.09 per name plus a $75 processing fee (waived for orders over 10,000 names). Lists delivered via email in various formats (CSV, Excel, text, RTF, labels).
2. Weekly/Monthly Subscriptions: Recurring subscription model delivering fresh, customized leads weekly, monthly, or daily via email or mail. Subscribers receive updated data based on their target criteria, with pricing ranging from 9-25 cents per name depending on volume.
3. Design, Print, and Mail Services: End-to-end direct mail services including postcard and letter design, printing, and mailing through the e-store. Customers can choose from design templates or create custom designs, with volume discounts passed on through bulk mail processing.
4. Pre-printed Mailing Labels: Physical mailing labels printed on continuous sheets and mailed to customers weekly, providing ready-to-use peel-n-stick labels for direct mail campaigns.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Homeowners Marketing Services compiles and sells targeted mailing lists—primarily new homeowner data sourced directly from county deed recordings—delivered via subscription or one-time purchase in multiple formats. The company also provides end-to-end direct mail services including custom postcard and letter design, printing, and mailing through its e-Store platform. Data is refreshed daily with a stated 93% deliverability guarantee and customizable geographic, demographic, and property-value filters.

Product overview

Homeowners Marketing Services operates as a direct mail marketing platform offering a portfolio of targeted mailing list products and end-to-end direct mail services. The core product is the New Homeowners Mailing List (the company's primary offering since 1967), supplemented by related list products including New Movers, New Business, Home Refinance, Consumer, Business (B2B), Insurance, and Zip Code-targeted mailing lists. The company also provides value-added services through its e-Store including letter and postcard design, printing, and mailing services. Supporting free utilities include a Radius Lookup Tool for geographic targeting, Mail Merge How-To guides for Microsoft Word integration, and educational resources like the Homebuyers Survey whitepaper and Small Business Guide. Data is delivered in multiple formats (CSV, Excel, Text, RTF, Galley, Fax, Pre-Printed Labels, Print-at-Home Avery 5160 Labels) and distribution frequencies include daily, weekly, or monthly delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• New Homeowners Mailing List Weekly-updated database of newly purchased homeowners across the United States, compiled from county deed recordings. Includes demographic filters, property value targeting, and delivery via email or printed labels.
• New Movers Mailing List Database of recently relocated individuals updated weekly, enabling businesses to reach new residents seeking local products and services.
• New Business Mailing List
• Home Refinance Mailing List
• Insurance X Dates Mailing List
• Consumer Mailing List
• Zip Code Mailing List
• Direct Mail Leads for Insurance
• Letter Mailing Service
• Letters Printing Service
• Postcard Design Service
• Postcard Mailing Service

Quantifiable outcome

• 93% address deliverability rate
• +5 more outcomes

Named customers13 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Emerging players

• Reachdesk: Reachdesk is an emerging direct mail and gifting platform integrated with sales and marketing automation tools. It competes for the same B2B marketer budget as Homeowners Marketing's list products but via a software-led, modern UX rather than list brokerage.
• Lob: Lob is an emerging direct mail automation platform offering print and mail APIs alongside address verification. It overlaps with Homeowners Marketing's design/print/mail e-store services but appeals to digital-native customers with API integration rather than human sales specialists.
• PostGrid: PostGrid is an emerging direct mail API and address verification provider competing in the print-and-mail workflow space. It is comparable to the e-store's design/print/mail offerings but targets SaaS and developer buyers rather than traditional SMB direct mail customers.

Broad incumbents

• Acxiom / LiveRamp: Acxiom (now part of LiveRamp) is a large incumbent data services and identity-resolution provider that historically offered compiled consumer lists. Its capabilities overlap with Homeowners Marketing's consumer/prospect data compilation but at enterprise scale and with a focus on digital identity rather than deed-based mailing data.
• Dun & Bradstreet: Dun & Bradstreet is a broad incumbent providing business data, contact lists, and marketing intelligence globally. Its B2B list products overlap with Homeowners Marketing's New Business and Business Mailing Lists, though D&B operates at much larger scale and with broader enterprise customers.
• InfoUSA / Data Axle: Data Axle (formerly InfoUSA) is a large incumbent data provider offering consumer, business, and new-mover lists as part of a broader marketing data and analytics portfolio. It serves the same use cases as Homeowners Marketing but at significantly greater scale and with a wider product set.

Direct peers

• Melissa Data (Melissa): Melissa is a closely comparable direct competitor offering address verification, data quality, and mailing list services with CASS/NCOA-certified outputs. It overlaps Homeowners Marketing's core compiler/processor function for both consumer and business lists.
• Exact Data: Exact Data is a direct mail and email list provider serving SMB and mid-market customers with consumer, business, and new-mover lists. It competes head-to-head with Homeowners Marketing's list products and serves the same direct-response marketing use cases.
• Sales Genie: Sales Genie is a direct SMB-focused mailing list provider offering consumer and business lists with demographic and geographic filters. It targets the same small-business marketer segment as Homeowners Marketing's e-store and subscription products.

Others

• USPS Every Door Direct Mail (EDDM): EDDM is the USPS postal product that lets businesses send direct mail to every address on selected carrier routes without a mailing list. It is an alternative approach for SMBs considering Homeowners Marketing's Zip Code Mailing List and is thematically related but not a commercial peer in the data-list sense.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/homeownersmktg
• YouTubeyoutube.com/homeownersmarketingservices
• Facebookfacebook.com/homeownersmarketingservices
• LinkedInlinkedin.com/company/homeowners-marketing-services-inc-

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Homeowners Marketing