Home Factors 
According to a study from the National Association of Home Builders, in the first year after buying a new home, homeowners spend almost $10,000 on average for furniture, appliances, home repairs, and a range of other services. Movers are a lucrative market that every business should be targeting. Just take a look at some of the statistics below that define new movers.
20 Must Know Statistics on New Movers
- Roughly 40 million people move each year, meaning the average business needs to replace about 20% of its customer base that move away in any given year. (U.S. Census Bureau)
- Annual expenditures exceed $150 billion.
- Up to 90% of homeowners make their major purchase decisions for their new home before leaving their current one.
- Within the first 180 days, new homeowners spend $9,700 on items for their new home.
- New moves are 5x more likely to become long-term customers if you can reach them before the competition.
- New movers are 90% more likely than established residents to purchase a car within the first year of their move. (Zillow)
- Auto dealers and repair shops rank among the top five most-sought-after gift certificates included within new mover marketing welcoming packages. (Zillow)
- Hundreds of auto retailers and repair shops nationwide generate an average monthly response rate of 12% using new mover marketing programs. (Zillow)
- Auto-focused new mover offers like “one free oil change” and “one free car wash” rank among the top 10 best-performing offers. (Zillow)
- Nearly 33% of the people who move do not report their new address to the U.S. Postal Service.
- Processing a mailing list through the National Change of Address catches only about 50% of new moves.
- 80% of new movers redeem coupons from merchants before, during, and after the move.
- The number of movers per home size in 2018 is similar to 2017 in which the majority of home movers have moved out f 1-bedroom homes and moving into 3-bedroom homes is on the rise. (www.mymovingreviews.com)
- The summer months of June, July and August historically see the most moves. (www.mymovingreviews.com)
- The top 12 reasons Americans move include: (www.move.org)
- The most popular new mover purchases include:
- According to Realtor.com, here’s a quick snapshot of some expenses that, on average, new homeowners will rack up during their first year.
- Sofa: $724
- Living room chairs and tables: $687
- Bedroom furniture: $634
- Clothes washer and dryer: $575
- Lawn mower/other yard equipment: $515
- Dining room and kitchen furniture: $345
- Power tools: $232
- Refrigerator or freezer: $183
- Bedroom/bathroom linens: $180
- Modular wall units, shelves/cabinets: $144
- Patio/porch/outdoor furniture: $159
- Curtains and drapes: $56
- Movers are 3 times more likely to buy furniture than non-movers. (Speedeon)
- 64% dine out 1-4 times per week. (Mail King USA)
- Moving impacts brand loyalty; movers are far more likely to switch brands than non-movers.
Target Movers Across Channels
According to research from Epsilon, movers used a variety of channels to research new businesses and make purchase decisions:
- 77% – I used the internet for move related information because it was the fastest.
- 75% – I preferred to talk to someone in person about move related topics.
- 70% – I kept move related information to refer back to when I was ready.
- 59% – Online information was more helpful than what I received in the mail.
When searching for new businesses and services, new movers clearly do not depend on one channel alone for research. They use a variety of channels, depending on what they are looking for and what stage they are at in the moving process. They may head to the Internet to research a new service provider, see a direct mail piece from your company, and then finally respond to your email offer.
According to a report by Marketingprofs, 40% of consumers try new businesses after receiving a direct mail piece and the DMA states that on average, direct mail advertising gives a business a 13 to 1 return on investment. And when utilizing digital advertising, clicking on an ad on a social site is often the first step toward a sale, rather than the last. 80% of consumers do “a lot” of online research for purchase decisions, and 46% say they count on social media when making such choices.
