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.
Here’s a look at the top 8 methods new movers use when researching new products and services during their move and tips to help you optimize:
1. Online Research (50%): This is the most common method. 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 (36%): Potential customers will head 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 (36%): Personal endorsements by trusted family members or friends are a great way to get word-of-mouth referrals for a business.
- 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. Store Visits to Ask About Certain Items (29%): Many 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 (28%): 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) (23%): Community forums have become increasingly popular for recommendations on local services and products.
- 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 (21%): 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 (18%): 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.
To capture the attention of this valuable audience, be sure you are targeting new movers with a multi-channel approach that combines the power of digital marketing with the personal touch of direct mail and community engagement.
2022 New Mover Trends Report from Porch Group and Porch Group Media
The 2022 New Mover Trends Report from Porch Group Media explores the profile of today’s new movers and provides valuable insights into movers’ life events, spending behaviors, attitudes about moving, and much more. Download your free copy here!
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