Some embodiments described herein relate to reverse geocoding using, for example, real estate parcel data. In some embodiments one or more location records can be received, for example, from a location record database associated with a real estate mapping service. Each location record can identify or otherwise be uniquely associated with a closed shape, such as a two-dimensional polygon, circle, or other boundary that can, for example, define the metes and bounds of a real estate parcel. Geolocation data that represents a location of a mobile communication device can also be received. The geolocation data can map to a location within a shape and the location record associated with that shape can be selected. When the selected location record corresponds to a residential location, household data can be associated with that location record and/or the mobile communication device.