The technology disclosed herein provides accurate, targeted, building improvement content in a way that resonates with the user by considering the user's whole ecosystem. The technology uses details of the user's home, neighborhood, family, environmental and historical factors, goals, economic situation, and motivations and preferences to tailor content to a user's personal situation. A server or other computing device may accomplish this by receiving data from the client, a third party, or data local to the server; building modeling constructs based on these data sets such as a physics-based model of the building and a behavioral model of the user; operating these models relative to possible discrete building improvement content units; and using the results to determine personalized building improvement content for the user such as, for example, a webpage.