Moving to a new home is a significant life event that brings about a multitude of changes and new experiences. For businesses, this transition period presents a unique and often untapped opportunity to connect with an audience actively shopping and looking to establish relationships with new businesses in their community.
Why Market to New Movers?
Every year, 9.8 percent of Americans move, which is equal to about 15.3 million households, with an average size of 2.3 family members. This transition is not only a physical change of location but also a time of seeking new services, establishing new routines, and forming connections within a community.
For businesses, the concept of “new mover marketing” presents an incredible opportunity to connect with a receptive audience at a pivotal moment.
Benefits of New Mover Marketing
Timing is Everything
New movers are actively seeking and purchasing services and products throughout the move process. They are also in the process of making decisions about which local businesses to use for services, ranging from utilities and healthcare to dining and entertainment. According to Welcome Wagon, 85% of new movers use the first business that contacts them.
Fresh Start, Open Mind
Moving to a new place means leaving behind established habits and routines. New movers are more open to trying new brands and services in their quest to establish a new routine in their new environment. According to Porch Group Media research, the New Mover Trends Report, 90% of new movers are likely to try new brands or companies for their products and services.
Building Brand Loyalty
Creating a positive impression during the early stages of a new mover’s journey can lead to long-term brand loyalty. By offering excellent service, relevant information, and a personalized touch, businesses can make a lasting impact and establish themselves as trusted partners in the lives of new movers. In fact, new movers are 5 times more likely to become your loyal customers if you reach them first.
Less Competition, More Attention
The new mover market is often overlooked by businesses focused on traditional marketing strategies. This means less competition for the attention of this highly receptive audience. According to Porch Group Media’s research, the Marketer’s Perspective on Mover Marketing, 41% of organizations who have a mover marketing strategy in place report significantly greater increases in both customer acquisition and retention.
Long-Term Customer Value
The initial efforts to connect with new movers can yield substantial long-term benefits. By nurturing relationships and consistently delivering value, businesses can transform new movers into loyal customers who continue to choose their services over time. Furthermore, satisfied customers are more likely to refer friends and family, creating a positive cycle of growth.
Personalization and Relevance
New mover marketing allows businesses to provide personalized and relevant content that speaks directly to the needs and concerns of this specific group. By tailoring messages to address the challenges of settling into a new area, businesses can establish an emotional connection and demonstrate genuine care for their customers.
Understanding the New Mover Journey
To effectively tap into the potential of new mover marketing, it’s important to understand the journey that individuals go through when they move:
Pre-Move: This is the period before the move takes place. New movers research their destination, exploring available services and facilities in the area. They are also actively researching and purchasing items at this time, with 72% of new movers buying new items and services prior to moving.
Moving Day: On the big day, new movers are consumed by the logistics of the move itself. Prior to the move, reach pre-movers with checklists, coupons, and helpful tips to make the move easier and position your business as a helpful resource they will remember when they are making post-move purchase decisions.
Post-Move: After settling into their new home, new movers continue to make purchases for their homes and establish relationships with local services, businesses, and resources.
Porch Group Media has insights into over 90+% of U.S. homebuyers annually with audiences spanning several phases of the pre and post-mover journey.
Tips for Successful New Mover Marketing
Reach out to new movers throughout the move journey, both before the move and for up to one year after. They are making decisions throughout this crucial time period, purchasing from a wide variety of products and services.
- Offer Special Promotions and Discounts: Offer discounts exclusive to new movers – 80% of new movers redeem coupons from merchants before, during, and after the move. This can incentivize them to choose your business over competitors.
- Leverage a Multichannel Marketing Strategy: Use a variety of channels to connect with new movers – email, direct mail, social media, CTV, online advertising, and even in-person events. Around two-thirds of new movers (65%) report they would be likely to make a purchase through an ad they saw while using a search engine. Roughly three of every five new movers would also likely be influenced to make a purchase based on an ad they saw while using social media (62%).
- Foster Customer Loyalty: Focus on building relationships rather than just immediate sales. Establish trust and rapport, and you’ll likely gain long-term customers.
- Keep the Conversation Going: Don’t just engage with new movers once. Maintain regular contact to stay on their radar and continue providing value.
New mover marketing isn’t just about short-term gains. By effectively engaging with new movers, businesses can cultivate brand loyalty that lasts long after the move. Positive experiences during this transitional period can turn new movers into lifelong customers who trust your brand and recommend it to others.
New Mover Marketing Solutions
Need to reach new movers before your competition? See for yourself how our proprietary new mover and homeowner marketing solutions can help you boost customer acquisition and curb attrition. Contact us today!