Building permits contain permit filing dates that serve as a proxy for when work was performed at a property. While permits capture planned work rather than exact installation dates, they create a searchable timeline of equipment across your market—revealing properties that may be approaching typical replacement windows.

The basic calculation: current year minus permit year gives approximate system age. A permit from 2012 suggests equipment roughly 12 years old today. Based on common industry replacement cycles (10-15 years for HVAC, 15-25 years for roofing), this creates a way to identify higher-probability prospects.

Our curated permit data gives you a filter that standard demographic targeting can't match. Instead of advertising to all homeowners in a ZIP code, you can focus marketing on properties where the timeline suggests potential replacement needs in the near term.

Industry data shows different replacement patterns for different equipment types. Our permit filtering uses these typical age ranges to identify properties that may be entering replacement windows:

• HVAC systems - Industry sources generally cite 10-20 year lifespans for residential systems, with variation based on climate and usage. In markets with heavy cooling demands, the range tends toward the shorter end. Our data filters often focus on permits from 11-14 years ago as a starting point for HVAC targeting.

• Roofing - Replacement cycles vary by material. Composition shingles commonly see 15-25 year lifespans according to manufacturer specifications, while metal roofing can last significantly longer. For shingle targeting, permits from 15-20 years ago often represent the relevant age range. Local weather events can shift these timelines.

• Pool equipment and water heaters - These categories generally show shorter replacement cycles, often in the 8-15 year range based on typical wear patterns. This means more recent permits (9-12 years) may be relevant for targeting these services.

Our curated data applies these age-range filters to help identify properties where the timeline aligns with common replacement patterns. The goal is highlighting addresses with higher probability of near-term needs compared to random targeting.

Permit age data enables targeted marketing across multiple channels. Here's how to apply this information to different campaign types:

• Direct Mail Campaigns
• Use the filtered addresses from our permit data to create targeted mailings that acknowledge equipment age: "Your HVAC system was installed around 2012—most systems this age are approaching replacement." Time your campaigns seasonally—spring/early summer for HVAC when people start using AC, spring/fall for roofing when weather is cooperative. Direct mail works well here because permit data provides exact property addresses.

• Google Ads Geographic Targeting
• Our permit data helps identify ZIP codes or neighborhoods with concentrations of aging equipment. You can set up location-based campaigns targeting these areas with messaging around replacement timing. For example, if the data shows a ZIP code with many 12-15 year old HVAC permits, search ads in that area for "HVAC replacement" and "new AC installation" may perform well when timed with seasonal demand.

• Meta Ads (Facebook/Instagram)
• Geographic audiences can be built around areas where the permit data shows higher densities of older equipment, layered with demographic targeting (homeowners, household income, age ranges). While Meta doesn't allow uploading specific addresses, you can target by location and use creative that speaks to equipment age: "If your AC was installed 10+ years ago, it might be time to consider replacement before it fails." Retargeting website visitors from these geographic areas can provide follow-up touchpoints.

• Multi-Channel Coordination
• Combining channels often works well. Direct mail to specific addresses from the permit data, plus digital campaigns (Google + Meta) in those same neighborhoods, creates multiple touchpoints. Someone who receives a mailer and then sees your ad on Facebook or Google may be more likely to remember your company when ready to get quotes. The data can also be cross-referenced against existing customer lists to avoid duplicating outreach.

While permit timing can vary and not all work is permitted, installation dates provide a useful starting point for identifying properties that may be approaching replacement cycles. The goal isn't perfect precision—it's better campaign efficiency compared to untargeted marketing.

Our service pulls and filters permit records based on relevant age ranges for different equipment types, then organizes this data by geography. You receive addresses and property information already filtered to match typical replacement windows, saving you the work of manually searching building department records or determining which age ranges to target.

Use this curated data with the channel mix that works for your business—direct mail to specific addresses, digital ads for broader neighborhood targeting, or both together for maximum impact. The advantage is marketing to properties where the timeline suggests higher replacement probability rather than untargeted outreach. Combined with good seasonal timing and compelling offers, this approach helps focus your marketing budget on higher-probability prospects.