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. With predictive portraits, we've automated information gathering so that your reps can instantly access everything they need to:

• Understand the customer
• Understand the property 
• Develop a thoughtful strategy for approaching the sale

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 a single easy-to-read profile. Our machine learning technology sources key consumer and behavioral data points and then analyzes them to create a simple yet detailed portrait of who your lead is.

A predictive portrait includes three main sections: Personality, Household, and Weather. These are divided into separate tabs in the Com Portal, as shown below.

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 and demographic as well as key facts about the property itself: age, roof type, etc.
• Weather: This tab shows the 10 most recent weather events to touch this specific address. (This serves as a quick snapshot of the information you could find on the PSAI Weather Map.

Who Can I Get a Predictive Portrait On?

You can get a predictive portrait for any lead in your Com Portal.

This includes homeowners who have come through any of your PSAI marketing sources—maybe they filled out a Quote Form, have messaged with your chatbot, or have requested an extreme weather report. It could also include leads that you collected through some other means (like a home show or canvassing) and then manually added to PSAI.

If you try to calculate a predictive 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."

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 the user's settings accordingly.

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, and you can learn more here. (Coming soon!)

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.