Home Factors 
*This content has been adapted from a podcast.
Larisa: I think when a lot of marketers hear the term “mover marketing” they still think of it as only being direct mail, which I know is a great channel. When I’ve moved in the past and I received something in the mail, I hang on to that. But just the term MoverTech and hearing you talk about the different ways that you can target these mover audiences, it sounds like you do a lot more beyond the mailbox. Can you talk just a little bit more about that, and how brands are able to reach your audiences?
Michelle: Absolutely, So, let’s talk about our segments first and then I’ll dive into actually where we’re going Larisa because that’s the perfect question of strategy and where we want to go.
We do have a few segments here that are really important to understand and that make us different and make our 90+% insights on all U.S. movers possible.
The Move Journey
Possible Movers
Our first segment we refer to as possible movers. Possible movers are consumers who are out there researching move-related items and services online. They haven’t listed a home for sale yet, but we are able to catch that they’re out there browsing.
For example, they may be looking to see what home prices are, or they’re looking for a new mortgage, or they’re looking to move into a certain area and are gathering information about the area. We’re not finding them on our real estate sites. We don’t find them within our own first-party data assets, but we know that they’re really interested in moving because they are out there researching. This is a really important segment. It’s 100% digital because we have e-mail across the entire universe, but it’s a very early indicator of a move.
The reason why that’s so important is that if you’re working with a storage company or a company that books moving services, the earlier you can start marketing to that consumer who’s interested in moving services, the better result you’re going to get.
Direct mail is also a really great way of hitting those people. We can engage with them digitally for sure, but if you also combine the direct mail with the digital piece, it’s something they could stick on the bridge. And, if you reach them early enough, when they get to the next stage which is our likely movers segment, they already have your information in front of them and are ready to go.
Likely Movers
Likely movers are the next stage, where more of the real estate data kicks in. This is when people have their house up for sale or we have other types of indicators that tell us they’re going to move. Unlike the possible movers where we don’t know for sure, they’re going to move, with likely movers we are over 90% confident that these people are going to move sometime in the near future.
However, they have a little bit more of a journey ahead of them because they still need to sell their home or have other services that they need to complete. So, we know that they’re not moving sometime in the next 4 to 6 weeks.
Verified Pre-Movers
Our verified pre-movers are the people that we’re over 98% confident will be moving within the next 4 to 6 weeks. So, they’ve either completed a home inspection or have a pending contract on their home. They’ve booked, they’re moving services. They have a brand-new mortgage. They’ve done all of these things. They have these high intent triggers that said, “Hey, I know for sure I’m gonna move.” There are always things that could happen, but we are 98% confident these people are going to move within a really short period of time.
Post-Movers
Next is our post-mover segment, which is a universe of people that have already moved. We create a post-mover universe from day one of move all the way up to 12 months because there are really a ton of products and services to be able to market to people who have recently moved.
Property Insights
Another key component to reaching movers and homeowners is being able to leverage property insights. However, the property data that’s been available on the market was limited. You might get names, listing prices, and basic property information, like addresses, but you haven’t really been able to know much more than that about the properties a consumer is moving from and to.
To bring something unique and helpful, we went ahead and took an extra step within our audiences to include property data on the current house that they live in and the property data on where they’re going to be moving to.
For example, you’ll know if they’re moving to a bigger home or a small home. You’ll know how many bedrooms they have, how many bathrooms they have, as well as the home’s square footage.
Purchase Intent Insights
We also have tons of demographics. We’re able to understand someone’s income, how many children they have within their household, and whether their children are older or younger. We also have active shopper data that helps us understand which consumers are likely to buy your products and services. For example, are they out there looking to buy a new roof or new windows? Are they interested in remodeling their kitchen?
We understand what type of active shopping behavior consumers are demonstrating while they’re in this mover segment. This really creates another huge opportunity for personalized campaign targeting and messaging.
We also have event triggers within the whole mover spine. And, soon to come we’re going to have home inspection data that we’re going to be able to execute on, which, again, is just a premium, an attribute that nobody else out there in the ecosystem has.
This property data allows us to understand what types of appliances are in the household and when they need to be repaired or replaced. For example, we know the year of the HVAC system, the dishwasher, the refrigerator, etc. These types of insights really create actionable campaigns. It’s just a game changer for us out here in the industry and it’s really exciting.
Larisa: Yeah, just looking through this, being able to target movers throughout the move process is really impactful. It’s not just about having this bucket of pre-movers. It’s really segmented with rich details about who they are, what they’re shopping for, and even what their home looks like. I mean, that’s incredible and offers incredible targeting options for brands out there.
Michelle: Absolutely. So, as you can imagine, we’re really proud of the data that we have and we’re really protective of it.
