Predictive portraits are a key PSAI technology that, when used effectively, can help you approach leads more intelligently and with a much greater chance of success.
This article provides a high-level overview of predictive portraits and explains the key facts you need to know to put them to use for your business.
What's in a Predictive Portrait?
Simply put, a predictive portrait is a snapshot of your lead aggregated from thousands of data points and summarized into one easy-to-read profile. Our machine learning technology sources key consumer and behavioral data and analyzes it to create a simple yet detailed picture.
With predictive portraits, your will have the data needed to:
- Understand the customer
- Understand the property
- Develop a purposeful sales strategy
A predictive portrait includes three main sections: Personality, Household, and Weather.
These three sections provide critical insights on:
- Personality: This tab provides a summary of the homeowner's predicted lifestage and interests.
- Household: This tab gives information on the lead's living situation as well as key facts about the property: age, value, roof type, number of stories, etc. If the information is known, Homeowner Type field will state whether the occupant owns or rents.
- Weather: This tab shows the 10 most recent weather events to touch this specific address. (This serves as a quick snapshot of the same information you could find on the PSAI Weather Map.)
Keep in mind that the Personality tab of a predictive portrait represents a generalized profile; it will not necessarily be 100% accurate down to the individual interest. This information should be viewed as a quick summary of that homeowner's most likely personality profile.
Who Can I Get a Predictive Portrait On?
To calculate an accurate predictive portrait, you must have the lead's full name, address, email address or phone number.
If you try to calculate a portrait without the required information, you'll get a warning message like the one shown below.
Where Do I Access Predictive Portraits?
You can access predictive portraits from within your Com Portal. Simply click on any lead from the queue, and then click the button at the right: "Calculate Predictive Portrait Now."
The predictive portrait will stay in that lead's profile within the Com Portal, so you can refer back to it at any time in the future. For easy reference, the system will display the date on which you first requested the predictive portrait.
Can My Entire Team Access Predictive Technology?
It's up to you! You can choose which team members are able to calculate predictive portraits and predictive match index (PMI) scores.
Simply go the User page under your PSAI Account settings and adjust permissions accordingly.
Learn more about granting or restricting access to predictive technology in our related resources:
Are Predictive Portraits Different Than the Predictive Match Index (PMI)?
These two data points are slightly different in terms of what they provide, but both are included whenever you calculate a predictive portrait. Here's how they differ:
- Predictive portraits are more comprehensive and include the three tabs of information as shown above: Personality, Household, and Weather.
- PMIs are a score from 1-5 representing how well a lead matches the profile of an ideal opportunity for your company's vertical. PMIs are a great tool for matching the right sales rep to the right lead.
When you calculate a predictive portrait for any lead, both data points are shown in the right-hand column of your Com Portal.
How Do I Use Predictive Portraits Effectively?
Predictive portraits sound neat...but you might be wondering how you can actually use them. PSAI clients across different industries, geographic locations, and target markets use predictive portraits to help drive their day-to-day business decisions.
Here are just a few ways you can really take advantage of predictive portraits:
- Use them to build rapport. When speaking with a homeowner, you can casually mention key facts from the portrait such as, "I see your home was built in 1978" or "How's your asphalt roof holding up?"
- Use them to raise curiosity about recent weather events. If you're interacting with a homeowner that did not come through a storm campaign, then you can use the Weather tab to mention recent weather events and inquire whether they've had an inspection yet. This can provide another potential path forward for the sale.
- Use them to determine a product focus. Key demographic and household data from a predictive portrait can help you determine which products are more likely to resonate with that specific lead. For instance, a lower-income or younger lead may respond better to budget-friendly vinyl than premium fiber cement.
- Use them to assign sales reps. Before assigning a lead to a certain sales rep, take a look at the lead's portrait. You can match your sales rep based on the lead's demographic, personal interests, and more. If you have a sales rep who tends to do better with a certain age range or roof type, you'll know who to assign straight away.
- Use them to refine your sales pitch. Just because a lead shows the lowest PMI score of 1 doesn't mean the sale is impossible. You can approach lower-scoring PMIs with a mindset of experimentation while focusing your tried-and-true process on higher-scoring PMIs. That way every lead, no matter the score, is approached intentionally and strategically.
Predictive portraits are just one way that the Com Portal can help you more effectively interact with leads. Learn more about using the Com Portal here.