If you aren’t marketing to new movers, you’re missing out on valuable revenue opportunities. New movers are in a state of transition and actively seeking out new products and services to help them settle into their new homes.
Mover marketing offers an effective strategy for businesses looking to increase revenue and build a loyal customer base through targeting new movers with personalized, relevant marketing campaigns In this article, we will explore the importance of mover marketing and provide three steps for getting started.
Why Market to New Movers?
New Movers are High-Value Customers
According to the New Mover Trends Report by Porch Group Media, new movers spend more than $11,000 on items and services during a move. Additionally, new movers have a higher lifetime customer value potential if you can reach them before the competition.
New Movers are More Receptive to Marketing
New movers are in a state of transition and are actively seeking out new products and services to help them settle into their new homes. Research shows that 65% of new movers are likely to make a purchase through a social media ad and 58% are likely to make a purchase from an ad they saw while using a search engine. Therefore, targeting new movers with personalized, relevant marketing campaigns can help build brand loyalty and create long-term customers.
New Movers Represent Untapped Market Potential
Approximately 40 million people move in the U.S. each year, which represents a significant untapped market potential for businesses. Many new movers are not yet familiar with the businesses in their new communities, so reaching out to them first with relevant promotions and incentives can help businesses gain new customers and build a loyal customer base.
3 Steps to Turn New Movers into New Movers
Step 1: Build Your Audience
Successful mover marketing campaigns start with a strong audience. Building your mover marketing audience involves identifying and targeting the consumers who are most likely to be interested in the products and services you offer. To start, you need to define your target audience by using rich data on household, property, active shopping indicators, life events, and other demographic insights.
Additionally, it’s important to understand that new movers go through different stages of the move journey and to set up your audience accordingly. Porch Group Media has divided the move journey into four stages:
Stage 1: Possible Movers
Possible movers are homeowners and renters who are beginning to research move-related products and services. These consumers are browsing real-estate listings and researching realtors, moving companies, mortgage and finance companies, and home improvement services. Consumers are in this stage for approximately 1-3 months.
Stage 2: Likely Movers
Likely Movers are homeowners who have their home up for sales or displaying other indicators that signal they are planning to move. These movers are actively researching and purchasing products and services related to the move.
Stage 3: Verified Pre-Movers
Verified Pre-Movers are homeowners with a house under contract and/or consumers who are in the inspection, moving, or financing process. They are actively shopping for goods and services and are in this stage for about 2-6 weeks before their actual move.
Stage 4: Post-Movers
Post-Movers are homeowners who have completed the move. This valuable shopping period lasts 3-12 months post-move. Post-movers seek out a variety of goods and services to establish themselves in their new homes, offering marketers many opportunities to acquire their business.
The Porch Group Media Network targets 90+% of US homeowners and households with property, shopping, and life-trigger insights. Our audiences are enhanced with rich insights into consumer preferences, lifestyles, interests, property data and billions of purchase intent signals so you can target the right audiences for your brand when they’re in-market for your products and services.
Step 2: Target Across Channels
Converting new movers to customers isn’t as easy as adding them to your current marketing campaigns. A first impression is everything, and you want yours to be personalized, relevant, and cohesive across multiple channels. Omnichannel marketing is a powerful way to reach new movers and create a consistent brand experience across all channels.
Deliver targeted, personalized campaigns across multiple channels, including social media, connected TV, email, direct mail, and search. By combining online and offline channels, you can create a seamless customer journey that maximizes engagement and conversion rates.
Social Media
Did you know that 65% of new movers are likely to make a purchase through a social media ad? Creating compelling social media campaigns with eye-catching graphics or videos help you capture the attention of new movers and encourage them to learn more about the products and services you offer.
In addition, social media provides a platform for engaging with your audience by responding to comments and direct messages, which can help build trust and credibility. Be sure to regularly track your social media metrics to help you evaluate the effectiveness of your campaigns and make necessary adjustments to improve your results.
Connected TV
Using Connected TV (CTV) to target new movers is an effective way to reach potential customers in a highly targeted manner. With CTV, you can serve ads to households that are planning to move or have recently moved into a new residence, allowing you to capitalize on this life event to promote your brand. By leveraging audience insights, you can identify households that have recently moved and then deliver personalized, relevant ads to them on their CTV screens.
This approach allows you to reach potential customers when they are most likely to be receptive to your messaging and searching for the products and services you offer. And, with the ability to measure campaign performance in real-time, CTV advertising provides valuable insights that can be used to optimize your marketing efforts and maximize your ROI.
Email Marketing
By leveraging email marketing to reach consumers early on in the moving journey, you can create personalized email campaigns that address their specific needs and pain points during the moving process.
For example, you could offer a discount on your products and services or provide helpful tips for getting them established in their new homes. Deliver relevant content and offers directly to their inbox to establish a relationship with potential customers and encourage them to choose your brand over competitors.
Direct Mail
In the age of digital, direct mail still reigns strong in its effectiveness. Create personalized direct mail campaigns that showcase your moving services and offers. For example, you could include a discount coupon or a personalized letter that highlights the benefits of choosing your brand.
Direct mail campaigns also allow you to be more creative with your messaging and design, which can help you stand out from competitors and capture the attention of potential customers. It is important to ensure that your direct mail campaigns are well-targeted, well-designed, and well-timed, to maximize their effectiveness. Regularly tracking your response rates and ROI can help you evaluate the effectiveness of your campaigns and make necessary adjustments to improve your results.
Search Engine Marketing
Did you know that 50% of new movers use online research to drive purchase decisions? This makes search engine marketing a must-have for your mover marketing program. SEM allows you to create targeted ads that appear at the top of search engine results pages (SERPs) when users enter specific keywords related to the products and services you offer. By using relevant keywords and ad copy, you can attract potential customers who are actively looking for the products and services you offer and direct them to your website or landing page.
In conclusion, using an omnichannel marketing approach to reach new movers allows you to create a cohesive and integrated marketing campaign that reaches potential customers at every stage of their moving journey. By providing consistent messaging and a seamless customer experience across all channels, you can build trust and credibility with potential customers and increase the likelihood of converting them into loyal customers.
Setting up your mover marketing campaigns just got easier! With the Porch Group Media Network, you’re able to choose from a broad range of advertising solutions across offline and online channels, including email, direct mail, CTV, and full-service social and display advertising.
Step 3: Keep the Conversation Going Throughout the Moving Journey
Anyone who has moved or is in the moving process can attest that there seems to be an endless list of things to do. That’s why it’s important to target new movers throughout the different phases of the moving journey: before, during, and after the move.
For example, did you know that 72% of new movers anticipate purchasing items prior to moving? This makes getting in front of new movers early on key to the success of your mover marketing program and builds brand recognition to keep your company front of mind when a service or purchase need arises. So, keep the conversation going across channels with a reminder every so often that your services and new mover promotions are still available.
Mover Marketing Solutions
Looking to reach new customers and drive revenue growth? Learn how our mover audience and marketing solutions can help you create a seamless customer journey that maximizes engagement and conversion rates. Contact us today to learn more.
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