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Why Your Brand Should Invest In New Mover Marketing: It’s All About New Beginnings!
Moving is a major life event that signifies a whole new chapter. And for your brand, this fresh start is a golden opportunity. That’s where new mover marketing comes in a strategy that’s often overlooked, but one that can help your business grow and find new customers.
When people move, they’re hitting the reset button on their daily lives. They need a new coffee shop, a new vet for their furry family member, a new go-to grocery store, reliable internet; you name it. This “blank slate” moment is incredibly powerful. During this life event, new movers are actively looking for solutions, and your business could be exactly what they need to get settled in their new neighborhood.
What Is New Mover Marketing?
New mover marketing is a customer acquisition strategy that targets consumers who have recently moved or are in the process of moving with relevant offers and messaging. Because movers are actively replacing their service providers and retail relationships, they’re among the most receptive audiences in consumer marketing. A strong program uses new mover data and pre-mover data to reach households at exactly the right moment in the move lifecycle.
5 Reasons to Invest in New Mover Marketing
1. Catch Them When They’re Most Receptive
New mover marketing helps you reach people when they’re open to new brands and services. They have to make decisions, and they’re eager to find good deals.
This high level of intent means your message is more likely to click and drive immediate action. It’s like offering a cold drink to someone who’s just finished a marathon they’re ready for it!
Larisa Bedgood, Head of Marketing at PGM, shares, “When someone moves, they have a ‘permission to spend’ mindset. They’re evaluating their budget and genuinely looking for new everything for their new life. Reaching them during this major life event with a special discount or valuable offer can be your way of lending a helping hand. That’s when you truly connect.”
2. Build Loyal Customers
The brands that new movers choose in those first few weeks and months often become their favorites for years. If you’re among the first to offer something valuable, your chances of building customer loyalty go up significantly.
According to research on new movers, 9 in 10 are willing to try new brands, making this life event a perfect opportunity to get the attention of an audience that is ready to spend.
Michelle Taves, VP & Group GM of Data and Marketing at PGM explains, “Our research shows a whopping 90% of new movers are open to trying new brands, which means that when you are the one who can reach them first with a relevant solution, you’re on your way to building a solid foundation for customer loyalty.”
Did you know? Those with a mover marketing program in place who have access to premove indicators as part of their program have significantly more success. See what separates highperforming mover programs from the rest.
3. Spend Smarter, Get More Back
It might sound surprising, but targeting new movers can actually lower your customer acquisition costs. Because these consumers are actively searching for new products and services to get settled in their new homes, your marketing dollars go further and deliver a better return on investment. Your ad is a potential answer to their immediate needs.
For example, imagine you’re in charge of customer acquisition campaigns for a regional fitness chain. With a new mover campaign, you can specifically target people who are planning to move or have recently moved into neighborhoods near your locations reaching them before they’ve settled on a competitor.
4. Pinpoint Your Perfect Audience With New Mover Data
Effective new mover marketing relies on rich new mover data to identify and reach audiences who are planning to move or have recently moved. These insights help you focus your efforts on the people that matter most to your business.
Taves adds, “What sets our mover data apart is that we have exclusive access to a wealth of firstparty insights, allowing us to identify premovers 26 weeks earlier than anyone else. This gives you an early advantage to connect with your ideal customers.”
5. Stay Ahead of Your Competition
Many brands aren’t fully leveraging mover marketing yet, which gives you a real leg up. Powering your new mover campaigns with quality mover data sets you up as the helpful, goto choice for new homeowners before your competitors even know a move has occurred.
Frequently Asked Questions About New Mover Marketing
What is new mover marketing?
New mover marketing is a strategy that targets consumers who have recently moved or are preparing to move. Because they’re actively replacing all their service providers and brand relationships, they’re among the most receptive audiences in consumer marketing.
When is the best time to target new movers?
The earlier the better. Brands with access to premover data can reach households 26 weeks before the move occurs before habits form and before competitors show up.
How is premover data different from a standard new mover list?
Traditional new mover lists update after a move is recorded, which can mean a delay of weeks. Premover data identifies households showing signals of an upcoming move, giving brands a critical head start.
Which industries benefit most from marketing to new movers?
Nearly any consumerfacing business can benefit home improvement, insurance, financial services, fitness, grocery, utilities, and home services are among the highestimpact categories.
Access Valuable Insights on the Spending Habits of New Movers
Ready to build a new mover marketing strategy that reaches high-intent customers before your competition does? Explore PGM’s new mover and pre-mover data solutions to get started.
