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Moving is one of life’s biggest events. It’s exciting, chaotic, and full of changes.
Think about your last move, looking at new places and the excitement that comes with it. Imagining yourself living in the place that you’ve had your eye on. Packing up your memories to go make new ones.
But turning your new house into a home involves a lot of purchasing decisions. There are so many things movers want and need, such as a new dining table for making dinnertime memories, finding a new dentist, the closest car wash, signing up for internet, and the list goes on.
Many brands miss the mark by targeting too late, until the move has already happened. Yes, this is important but moving and planning new routines start well before the moving truck shows up.
Pre-move targeting gives you a chance to influence decisions before they’re made.
Why Pre-Move Marketing Matters
Movers don’t wait until they unpack to start spending—they plan weeks in advance.
According to Investopia, movers spend close to $20,000 to set up their new homes, including furniture, appliances, home services, and insurance updates. And much of this research and purchase decisions happen well before the move even occurs.
Early brand exposure increases the likelihood of being top-of-mind when decisions are made. Understanding what customers need, and the kinds of purchases they’re likely to make during the pre-move process, allows you to expose them more accurately to products and services they may already be seeking.
Why Early Mover Marketing Performs Better
It goes without saying that marketing early to movers gives your brand a step over the competition.
Getting your brand out there when the mover is in the early stages of their moving process is vital. According to Welcome Wagon, 85% of new movers use the first business that contacts them. And research by Blue Duck Agency shows that new movers typically have a 3–5-year customer retention period, meaning that when you connect with them early and effectively, they can become loyal customers.
So, engaging with a new mover early can clearly give you a great advantage!
How New Movers Plan Purchases Before Moving Day
According to PGM’s mover trend insights, many purchasing decisions are mapped out during the 30–90-day window before the move happens.
In fact, over 72% of movers anticipate or have paid for items BEFORE their move. This represents a massive opportunity for brands to reach consumers before the moving truck shows up.
Movers begin planning their purchases weeks—or even months—in advance. The larger the purchase, the earlier the consideration phase starts. So, connecting early gives brands a major advantage.
For example, a customer moving into a larger home may plan to upgrade their sofa to a spacious sectional and they start shopping well before they’ve even packed a moving box. Getting in front of them as soon as possible, and ahead of your competition is crucial.
Many movers have an early planning mindset, which means it’s no longer sufficient to wait to target movers after a change-of-address signal or post-move registration.
An incredible 90% of new movers would be likely to try a new brand for any items/services.
Consumers are open to trying new brands during a move across many categories. For example, here is a sampling of what a new mover will try new brands for:
This is the time to share your brand. Making a lasting impression during a time like the moving process is a fantastic way to get a consumer to remember you and your brand.
Related Article: Movers are without a doubt a valuable audience that every business should be targeting. Explore these 20 must know statistics.
3 New Mover Marketing Strategies That Improve ROI
To make the most of your premover marketing strategies, here are 3 strategies to boost engagement.
1. Reach New Movers Before Decisions Are Already Made
One of the biggest mistakes brands make is waiting too long to engage movers.
By the time someone officially changes their address, many important purchasing decisions have already happened. Internet providers have been selected. Furniture has been ordered. Insurance policies may already be updated. Budgets are already being allocated.
That’s why earlier visibility matters so much.
Many consumers begin researching products and services weeks before the actual move takes place. Reaching movers earlier gives brands a much better chance to influence decisions while consumers are still exploring options.
A few strategies that can help:
- Start campaigns earlier in the moving journey
- Keep messaging consistent across channels
- Focus on categories movers actively need during relocation
- Stay visible while consumers are researching and comparing options
2. Use Multiple Channels to Stay Visible
Mover marketing is no longer just direct mail.
Consumers bounce between devices and channels constantly during a move. Someone might search Google for internet providers in the morning, browse Instagram during lunch, and check email promotions later that night.
The brands that stay visible across those touchpoints tend to stay top of mind.
That may include:
- Direct mail
- Email marketing
- Paid social
- Connected TV
- Search and display advertising
3. Offer Something Helpful Early
One of the easiest ways to stand out with movers is to actually be useful.
Moving is stressful enough already. Brands that provide practical value early in the process often feel more helpful and relevant than brands immediately pushing a hard sell.
That could include:
- Moving checklists
- Neighborhood guides
- Early sign-up discounts
- Personalized recommendations
- Helpful reminders and planning content
A lot of movers are trying to make quick decisions while juggling dozens of moving-related tasks at once. Helpful content and timely offers can go a long way during that process.
Conclusion
Timing can be the difference between being the brand they choose, or the one they scroll past.
As movers continue researching and making purchasing decisions earlier in the process, brands need to rethink when and how they engage consumers during the moving journey.
New mover marketing is no longer just about reaching consumers after an address change. The biggest opportunities now happen before the move itself, while routines, preferences, and purchasing decisions are still taking shape.
Ready to reach movers before major purchasing decisions are already made?
Contact Us to learn how our mover audiences can help you connect with high-intent consumers earlier in the moving journey.
