Changing consumer behavior is a perennial problem for businesses of all types and sizes. Real estate businesses are no exception to this. Gone are the days where traditional demographic personas defined the consumers. Millennials are becoming less and less predictable with just the superficial demographic data points. Businesses have to dig deeper usually to understand them better, to be able to segment them or to make any meaningful predictions about their buying patterns or behavior. This has prompted realtors to increasingly employ data from behavioral and financial profiles, along with demographic data to enable a much deeper understanding of the customer journey. This white paper attempts to explain briefly, how Machine learning can be used to derive customer insights and how these insights can help realtors in targeting high potential customers with personalized communication.