Approximately 31 million people move within the United States each year, and these new movers are known for their significant spending habits.
During the moving process, new movers make numerous purchase decisions, spending about $11,000 on products and services.
This includes everything from home furnishings and appliances to utility setups and moving services. They also use a variety of channels and research methods when deciding which brands and service providers will earn their business.
It’s important for brands to ensure visibility across online platforms while also integrating direct mail and other offline outreach strategies to fully engage this market.
The New Mover Trends Report from Porch Group Media provides an in-depth look at today’s new mover. It highlights how they spend, what they are buying, and when these purchases occur, offering insights for businesses looking to tap into this market.
Top 8 Factors Driving New Movers’ Purchase Decisions
Here’s a look at the top 8 decision factors new movers use when researching new products and services during their move, as well as tips to help you optimize your campaigns.
1. Online Research
Fifty percent of new movers often start with search engines to find essential services and product reviews.
- Optimize Your SEO: Ensure your website and content are optimized for search engines to capture movers searching for relevant services.
- Create Helpful Content: Offer guides, checklists, and FAQs specifically designed for people who are moving, to capture their interest early in the search process.
- Leverage Local Keywords: Include location-based keywords in your content to attract movers looking for services in specific areas.
2. Online Customer Reviews
Thirty-six percent of new movers are referring to reviews to gauge the quality and reliability of products and services before making a purchase.
- Encourage Reviews: Actively ask satisfied customers to leave positive reviews online to build a trustworthy reputation.
- Monitor and Respond: Keep an eye on reviews and respond to both positive and negative feedback to show that you value customer input.
- Feature Testimonials: Highlight positive customer reviews prominently on your website and in your marketing materials.
3. Recommendations from Family/Friends/Neighbors
Thirty-six percent of new movers turn to personal endorsements by trusted family members or friends.
- Create Referral Programs: Offer incentives for customers who refer friends and family to turn them into advocates for your brand.
- Engage Locally: Participate in community events to increase your visibility and likability among local residents.
- Build Relationships: Focus on building long-lasting customer relationships that naturally encourage referrals.
4. In-Store Shopping Visits
Twenty-nine percent of new movers visit stores to get firsthand information and see the products before they commit to buying.
- Offer In-Store Promotions: Provide special discounts or promotions for new movers when they visit your store.
- Send Personalized Postcards: Send postcards, personalized to new movers featuring a special in-store offer and map showing your nearest store location.
- Train Your Staff: Ensure your staff is knowledgeable and ready to answer any questions new residents might have about your products or services.
5. Online Ads
Twenty-eight percent of new movers are influenced to make purchases from online ads. Targeted advertising is a great way to reach movers, particularly when they are actively searching for products and services.
- Targeted Campaigns: Use targeted advertising to reach movers based on their location, search history, and other relevant data.
- Target Premovers: Movers start their research well before the move, so be sure you are targeting pre-movers six months before the move and up to one year after the move.
- A/B Testing: Regularly test different ads to see which ones perform best and refine your strategy accordingly.
6. Local Online Forum Groups (e.g., NextDoor, Facebook)
Community forums have become increasingly popular for recommendations on local services and products. Twenty-three percent of new movers seek recommendations on products and services on community forums.
- Active Participation: Regularly engage in local online forums to build a community presence.
- Share Expertise: Offer advice and tips related to your products and services to establish your credibility, SEO and trustworthiness.
- Advertise: Place targeted ads to reach users and movers who are specifically heading to these forums to look for offers, local deals, and discounts.
7. Information Received by Email
Twenty-one percent of new movers’ purchase decisions are influenced by email. Email targeted at new movers is a terrific way to influence purchasing decisions, especially those offering coupons or move-in specials.
- Flag Your Customers Who are Moving: Tailor your email content to address the specific needs and stages of the moving process.
- Purchase a New Mover List: Invest in a list of new movers and target with move-related campaigns and offers.
- Offer Exclusive Deals: Send special offers or exclusive content to people who have recently moved into your area.
8. Information Received in the Mail
Eighteen percent of new movers’ purchase decisions are influenced by information they received from a direct mail piece. Direct mail is highly effective, particularly when it includes promotions or information about local businesses or discounts and move-related offer.
- Personalize Your Mail: Use personalized direct mail campaigns that address the recipient by name, and position you as a local provider.
- Include Tangible Offers: Enclose coupons or samples that can provide immediate value to new movers. According to industry stats, 85% of new movers use the first business that contacts them
- Advertise with Welcome Wagon: As a partner of Porch Group Media, Welcome Wagon offers a suite of new mover direct mail solutions and welcome gift books to get you in front of new movers soon after they move into the neighborhood.
Conclusion
As you can see, there are a variety of factors that drive new movers’ purchase decisions. To capture the attention of this valuable audience, it’s important to leverage quality data and a multi-channel marketing approach to drive more impactful campaigns.
Explore How Brands are Leveraging Mover Marketing to Attract New Customers. Get Your Free Copy of the Research Report.
