HomeVIEW Targeting

Data-Informed Targeting Built In-House

HomeVIEW is Smartmail's proprietary targeting system that helps identify areas and audiences likely to be relevant to your campaign. We built our own system — giving us control, flexibility, and a depth of targeting not typically available through generic tools.

Every campaign starts with data. HomeVIEW layers seven datasets together to build a complete picture of every address in Australia:

The Seven Layers

• Address Precision — every Australian address via the Geocoded National Address File (GNAF), uniquely identified and mail-ready
• Spatial Intelligence — PostGIS-powered distance calculations, radius targeting, point-in-polygon analysis, and spatial joins
• Property Characteristics — cadastral parcel boundaries, lot sizes, detached vs strata classification, address structure analysis
• Planning & Zoning — zoning codes (R2, R3, R4, MU1, etc.), LEP classifications, development potential indicators
• Demographic Profiling — ABS census data at SA1/SA2 level: household income, tenure, dwelling type, household composition, population density
• Audience Personas — behavioural and socio-economic segments derived from ABS characteristics
• Digital Audience Mapping — physical targeting translated into digital platform parameters for Facebook, Instagram, and other channels

What This Means for Your Campaigns

• Dynamic campaign sizing — "I want to reach 5,000 owner-occupied detached houses closest to my business" — HomeVIEW calculates the radius, filters properties, overlays demographics, and outputs a mail-ready file
• Property-type filtering — target only detached houses, only strata, or specific dwelling configurations
• Planning-based targeting — identify properties by zoning, lot size, or development potential
• Demographic precision — filter by income, household composition, tenure, and more
• Distance-ranked delivery — every address includes an exact distance from your business
• Cross-channel consistency — the audience you target by mail is the same audience you target digitally

Targeting That No Other Mail House Offers

Standard mail houses process data. Some offer basic demographic selections. None have a spatially-enabled platform that combines address precision, property boundaries, planning controls, census demographics, audience personas, and digital audience mapping in a single queryable system.

HomeVIEW is what makes Smartmail fundamentally different from every other direct mail and letterbox marketing provider in Australia. It's the engine behind our Find New Customers strategy — and the reason our campaigns consistently outperform blanket approaches.