When people move, they’re more likely to interact with new brands and spend on new products and services. But, without the right insights on movers, your brand won’t be able to accurately identify and market to this valuable audience.
Access to unified mover insights enables brands to improve reach and identify targeted audience segments to deliver a more personalized customer experience across all channels and stages of the buyer journey. So, what insights are B2C marketers relying on today?
We partnered with Ascend2 to ask B2C marketers about the insights they’re relying on for their mover marketing programs, and this is what we found:
- 57% household and contact insights
- 49% consumer segments
- 45% in-market shopping indicators
- 45% property data
- 26% pre-move indicators
Household and Contact Insights
More than half (57%) of marketers have access to household and contact insights as part of their mover marketing programs. Household and contact insights include attributes like date of birth, home ownership, occupation, gender, donors, estimated income, age, telephone number, and more. Access to these insights on movers enables marketers to identify high-performing audiences and better engage with them.
Less than half (47%) of marketers have access to consumer audience segments as part of their mover marketing programs. By segmenting movers into groups based on common characteristics, brands can market to mover audiences more effectively.
For example, Porch Group Media offers pre-built mover audiences that divide into three segments:
First-time home buyers: Consumers in this mover segment are in the process of buying their first home. Buying a home is a pivotal point in a consumer’s life. Movers in this segment typically experience other key life triggers prior to moving, such as recently getting married or starting a new job. These movers are working to obtain their first mortgages and are shopping for various items and services to establish themselves in their new homes.
Moving up: Consumers in the “moving up” segment have already either rented or owned a home previously and are now moving to a new location. A few examples of key life triggers for this audience include events such as a new baby or a recent college graduate in the house. They may be browsing for home remodeling services to increase the value of the home they’re selling or moving into. Or they may need additional items for their larger home and expanded family size.
Active adults: Movers in the “active adults” segment are 50+ years old. Often empty nesters, this segment of movers is observed downsizing to smaller homes. Examples of key life triggers prior to the move may include retirement or divorce. They may be browsing for storage unit facilities to prepare for the downsizing of their living space. Or they may be in-market for items related to their hobbies and interests or items and furnishings for a smaller living space.
Segmentation is a great way to refine your brand’s mover marketing strategy and messaging to engage with movers more effectively.
In-Market Shopping Indicators
According to the latest research on mover trends, nine in ten movers are willing to try new brands. As a result, being able to identify and access movers who are in-market for the products and services you sell provides your brand a valuable opportunity to reach this audience at a pivotal time. Yet, only 45% of marketers have access to in-market shopping indicators as part of their mover marketing programs. Reaching movers who have recently visited your location or a competitor and those who are browsing online for the products you sell is key to reaching movers with relevant messages when they are most likely to make a purchase.
Less than half (45%) of marketers use property insights as part of their mover marketing program. But, when marketing to movers, property insights provide your brand with important insights. Property characteristics like dwelling type, mortgage amount, and square footage can inform your brand of opportunities to market to movers, especially if you’re in the home improvement, retail, insurance, and finance industries.
Historically, mover marketing has been focused on the post-move. However, the shift to digital has provided more opportunities to engage with movers much earlier in the moving process. According to our research conducted by the Harris Poll, 3 in 5 movers research and make purchases prior to moving. Yet, only 26% of marketers use pre-move indicators as part of their mover marketing programs. Gaining access to pre-movers helps marketers reach movers early in the moving journey when these consumers are researching brands and making several major purchase decisions.
The 2022 Marketer’s Perspective on Mover Marketing
Download the free 2022 Marketer’s Perspective on Mover Marketing Report and explore how brands are utilizing mover marketing strategies to boost their customer acquisition and retention initiatives.