Intent Data that delivers people, not pixels.

How LeadsPlease® Intent Data is built and delivered

Four-stage pipeline. Signals come in continuously; the scoring + enrichment layer runs daily; the deliverable goes out via your chosen channel. The same pipeline powers the Data API, the MCP Server, the embedded DataWidget®, and flat-file delivery.

Stage 1 — Signal ingest

Behavioral intent signals are aggregated continuously from search query patterns, content engagement, app usage, and purchase markers across thousands of upstream sources. Each signal carries a category (e.g. real_estate.selling_a_home.home_value), a recency timestamp, and a SHA256 hashed-email match key — PII never moves between LeadsPlease® and upstream signal providers in the clear. Volume: tens of millions of fresh signals per day across the 6,929 B2C and 34,872 B2B taxonomy nodes.

Stage 2 — Match to the LeadsPlease® household graph

Inbound signals are joined against the LeadsPlease® national household graph — 250M+ U.S. consumers, 18M+ verified businesses — via four match keys, in priority order:

1. SHA256 lowercase hashed email (HEM) — the primary, privacy-safe key
2. Name + postal address — deterministic match against USPS-CASS-certified addresses
3. Phone number — mobile + landline coverage
4. Email address — clear-text fallback for clients with consented PII

Match rate to the household graph runs typically 60–85% depending on the upstream signal source and category.

Stage 3 — Score 1–100%

Every matched record gets an Intent Propensity Score on a 1–100% percentile scale, derived from three layers:

Bucketed externally as Low (1–33), Medium (34–66), High (67–100). The underlying score is exposed on every record so you can dial precision yourself: P90+ isolates the top decile of intent, P75+ widens the audience for higher reach. Scoring deep-dive →

Stage 4 — Enrich and deliver

Scored records are enriched with up to 29 fields from the household graph: name, postal address, mobile + landline phone, personal + business email, LinkedIn URL, age range, income range, net worth range, plus firmographics (job title, department, company, domain, revenue, employee count) where applicable. The last_updated timestamp is stamped on every record. Delivery is via your chosen channel: DataWidget®, Data API, MCP Server, or flat-file.

Signal taxonomy — 6,929 B2C signals · 25 categories · 206 sub-categories · 34,872 B2B topics

Browse the full B2C taxonomy by category and signal volume, plus the flat 34,872-topic B2B layer. The deeper the taxonomy under your buyer journey, the more precisely you can isolate in-market households.

B2C — 25 categories

Real Estate — the depth proof point

Within Real Estate alone there are 245 distinct signals across 7 sub-categories. This is the level of depth available across every category — the same shape exists in Auto (320 foreign-brand, 113 truck, 111 SUV, 26 EV/hybrid signals), Financial Services (insurance, retirement, wealth management, tax), and Health & Wellness (Medicare, medication, symptoms, services).

B2B — 34,872 flat topics

The B2B taxonomy is intentionally flat — 34,872 topics covering individual SaaS products, business terms, buying motions, and category research. Matched to the LeadsPlease® professional contact graph (job title, department, company, domain, revenue, employee count) for surgical outbound and ABM. See the B2B vertical →

The 1–100% Intent Propensity Score

Every record is scored on a 1–100% percentile scale. Think of it as the household's percentile rank against everyone else researching the same category. A score of 87 means this household ranks in the 87th percentile for that intent — ahead of 86% of the comparable cohort. The Intent Propensity Score is a marketing prioritization tool, not an eligibility score. It tells you which households are most likely to be interested. It does not assess creditworthiness, insurability, or any other eligibility criterion.

External buckets — Low / Medium / High

For simpler use cases, every record carries a bucket label so you don't have to threshold yourself:

Precision cuts — P75+ and P90+

Need finer control than the 3 buckets give you? Use the underlying score directly via the Data API or DataWidget® count screen:

• P90+ (score 90–100) — the top decile of intent. Smallest audience, highest response rate. Use for high-CPL outbound (mortgage protection, financial advisor, premium auto).
• P75+ (score 75–100) — the top quartile. Larger audience for direct mail, email, and digital ad targeting where volume matters as much as precision.
• Custom thresholds — pass any min/max score range to the API. Useful for layered campaigns (e.g. retargeting only the 60–75 score band that didn't convert from a P75+ drop).

The math — what 1–100% scoring buys you

Verticals where LeadsPlease® Intent Data wins

Seven verticals where the signal map matches a real buying motion with a hard timing trigger. Each section below: the buyer persona, the LeadsPlease® signals to use, the household profile we deliver, three concrete use cases, and a permitted-use callout.

Five delivery surfaces, one product — with Subscriptions as the killer pattern

Same scored, enriched households, five ways to put them into your stack. Most buyers think of intent data as a "pull" — build a query, get a list. The real unlock is Subscriptions: define your audience once, get hot leads pushed to you in near-real-time as their intent fires. Every delivery flows under the LeadsPlease® EULA — marketing use only.

Compliance posture

The compliance framework behind LeadsPlease® Intent Data — the why that supports the practical what on the permitted-use page. Plain English. The marketing-vs-eligibility boundary is a strength, not an apology.

FCRA — the marketing / eligibility boundary

The Fair Credit Reporting Act draws a bright line between two uses of consumer data: marketing (finding people you might want to contact) and eligibility decisioning (deciding whether to extend credit, insurance, employment, housing, or other benefits to a specific person). Data licensed for marketing cannot be used for eligibility decisioning — that requires a consumer report from a CRA with adverse-action notice rights, dispute procedures, and accuracy standards.

LeadsPlease® Intent Data is licensed for marketing use only. It is not a consumer report. The EULA flows this restriction through to every order, and combining LeadsPlease® data with other sources to derive eligibility-grade information is explicitly prohibited (anti-circumvention).

GLBA — financial services context

The Gramm-Leach-Bliley Act governs how financial institutions handle nonpublic personal information. LeadsPlease® data is sourced and licensed under GLBA exemptions for marketing of financial products. For mortgage protection, refi, life insurance, retirement, and bank-product campaigns: marketing use is allowed; eligibility-decisioning is not.

TCPA — phone & SMS rules

The Telephone Consumer Protection Act governs automated outbound calls and SMS. LeadsPlease® suppresses against the federal DNC registry pre-delivery; client-level consent for automated/recorded calls and SMS is the client's responsibility. Express written consent is required for SMS under TCPA, and stricter state-level rules apply in FL, OK, WA, MD on top.

CAN-SPAM — email rules

For commercial email campaigns: clear sender identity, honest subject line, valid postal address, working unsubscribe. LeadsPlease® delivers email addresses ready to mail; CAN-SPAM compliance on send is the client's responsibility.

State privacy laws

Consumer privacy rights are honored across all U.S. states with applicable laws. Opt-outs are suppressed pre-delivery. Coverage includes California (CCPA/CPRA), Virginia, Colorado, Connecticut, Utah, Texas, Oregon, Montana, and 12+ other states with comprehensive privacy statutes. The EULA flows the state-rights obligations through to clients.

EULA structure — how the restrictions stay enforceable

Every order is subject to the LeadsPlease® End-User License Agreement. The EULA contractually restates the permitted-use boundaries:

• Marketing use only — no underwriting, credit decisioning, insurance pricing, or claims handling
• No employment, hiring, tenant, or housing decisions
• No marketing to children under 13 (COPPA — Babies & Children signals target the parent, never the child)
• No reselling raw signal data
• No reverse-engineering or replicating the Intent Propensity Score
• No combining with other sources to derive eligibility-grade information (anti-circumvention)

The EULA is the contractual mechanism that makes the marketing-only restriction enforceable. Every order requires EULA acceptance.

Privacy-safe matching — SHA256 hashed email

SHA256 lowercase hashed email (HEM) is the primary join key between LeadsPlease® and upstream signal providers. PII never moves between systems in the clear. Plaintext PII is reconstituted only at the LeadsPlease® delivery boundary, where it's joined to the household graph for the final enriched output.

Suppression — pre-delivery

• DNC — federal Do Not Call registry suppressed on every order
• Prison — correctional-facility addresses suppressed
• Deceased — death-record-flagged records suppressed
• Client-supplied suppression — existing customers, prior responders, churned accounts — uploaded as a CSV match-key file

Annotated sample file — Real Estate Seller Intent

A real anonymized record from a recent 500-row Real Estate Seller Intent sample. Up to 29 fields per record; fill rates shown next to each field reflect the actual sample.

Identity & contact

Demographics & firmographics

Intent & scoring

Reading the score

This sample record scores 87 out of 100 on selling-a-home intent. That's the 87th percentile — ahead of 86% of comparable households researching the same category. Bucket: High (67–100). Pair with the demographic profile (age 55-64, $150K–$199K income, $500K–$999K net worth, AZ homeowner) and you have a precision real-estate seller-lead candidate. Scoring deep-dive →

Get a redacted sample

Email tech@leadsplease.com for a 50-record redacted sample CSV (placeholder PII, real schema). Include your vertical and target-audience criteria; we'll match the sample to your use case.

Frequently asked

The questions buyers, marketers, and procurement reviewers ask most. For deeper compliance detail see the Compliance tab and the permitted-use reference.