by V12
The Ultimate Guide to Turning New Movers into New Customers
When you hear the term “new mover marketing,” you may immediately think of the coupon books new movers receive when they move into their homes. But today, new mover marketing is so much more than that.
New mover marketing focuses exclusively on marketing to consumers who are in the moving process or have moved within the last 12 months. Moving consumers are a highly lucrative audience, willing to try new brands and services. From seeking new insurance providers and banks to finding new gyms and grocery stores, chances are new movers are in-market for the products and services your brand offers.
Learn how to start turning new movers into new customers in this comprehensive guide.
Table of Contents
- Meet Today’s New Movers
- Why New Mover Marketing?
- How Does New Mover Marketing Work?
- Leverage New Mover Marketing the Right Way for Customer Acquisition and Retention
- Deploy Effective New Mover Marketing Campaigns
- New Mover Marketing Case Study
Meet Today’s New Movers
With an average of 31 million people moving in the U.S. every year and an estimated $86 billion in revenue, new movers are a highly lucrative audience that is often overlooked. Check out the latest statistics and trends from our New Mover study for a 360-degree view of today’s new movers.
Profile of today’s new mover: The average age of today’s new movers is between ages 25 and 34 years old. They are employed full-time and have a household income of $100,000+. They are either married or living with a partner and have two children.
New movers spend an average of $8,068 on items and services within the first 12 months of moving. Other than an automobile, items that movers are spending the most on include furniture, solar panels, and home improvement. Top services movers are spending the most on include solar installation, home remodeling & repairs, and flooring installation.
Upsizing to a bigger home is the top reason for moving. According to 35% of new movers, the primary reason for moving is to move into a larger home. Other top reasons for moving include being closer to family (28%), moving to a safer home (25%), family size is growing (22%), and relocating for a new job (18%).
Nearly three-quarters of movers are planning their next move within the next 12 months. People are clearly on the move, and they aren’t staying in any one place for very long. Additionally, almost half (47%) new movers plan to move again within the next six months.
Homeownership is on the rise. More than half (61%) of survey respondents who reported moving in the next three months are looking to own their own homes.
Top states people move to: Here are the top 10 states people move to according to the American Moving and Storage Association.
- Idaho
- Nevada
- Vermont
- Arizona
- Oregon
- California
- North Carolina
- Tennessee
- Montana
- South Carolina
- Alabama
Top states people move away from. Here are the top ten states people move away from according to the American Moving and Storage Association.
- Illinois
- New Jersey
- West Virginia
- New York
- Alaska
- North Dakota
- Connecticut
- Kansas
- Michigan
- California
How are people moving? More people make DIY moves each year than use professional services, whether they be full-service moving companies, freight companies, or container companies.
- Professional movers: Around 650,000 each year
- DIY with a rented moving truck: Around 1 million each year
- DIY with no assistance at all: Around 1.35 million each year
Why New Mover Marketing?
Moving consumers often need to find new vendors for a variety of products and services. That’s why new mover marketing is one of the most effective ways to acquire and retain long-term customers. Look at just a few of these insightful new mover stats and trends uncovered by the new mover research report from V12 and Porch:
- Movers’ purchase decisions are influenced by online research, reviews, and recommendations from friends and family. Around half would be enticed to try a new brand based on good reviews (52%) and better prices than other brands of the same industry (49%). More than two in five (43%) new movers would be enticed by recommendations from family/friends/neighbors.
- Items are predominantly purchased prior to the move. The majority (64%) of movers reported purchasing items before move-in. Solar panels (54%), automobile repair/maintenance (52%), and home improvement and repair supplies (48%) top the list of items movers purchased before move-in day.
- Movers find service providers before moving. More than half (53%) of movers found new service providers prior to move-in. Solar installation (52%), financial services/banking (47%), and home warranty (44%) top the list of service providers movers are seeking prior to moving.
- Movers are willing to try new brands. A strong majority of new movers say they would be likely to try a new brand/company for any items (90%) and a new provider/company for any services (88%).
- Movers are best reached by an omnichannel marketing approach. 45% of movers purchased items online and had them delivered to their homes, while 29% purchased items online and picked up in-store, and 27% purchased items in-store.
How Does New Mover Marketing Work?
Now you know why new mover marketing is so important. But, what steps should you take to run an effective new mover marketing campaign? Here are some important actions to take.
Find a Reliable Data Source
Seems obvious, right? Mover data sources may include deeds from courthouses, change of address with the U.S.P.S., new phone and utility connects, or publication subscription change of address. These are all great sources for finding recently moved individuals. However, these sources are mainly focused on people who have already moved.
Our New Movers study discovered that a huge portion of moving consumers make purchases and find new service providers before the move. So, if you are only using post-mover data, you’re missing a lucrative audience of premovers who are making many important purchase decisions.
Porch provides software and services to home services companies such as home inspectors, moving companies, real estate agencies, utility companies, and warranty companies. These companies work closely with movers across the move journey. As a result, V12 has unique access to premover data that no other provider on the market has access to.
Determine the Goals of Your New Mover Marketing Campaign
Marketing to new movers isn’t as simple as sending out a batch of direct mail pieces to a mailing list. You first need to consider the goals of your campaign. Are you trying to attract more customers? You’ll need a new mover marketing campaign that solves customer acquisition. Are you trying to curb customer attrition? You’ll need a new mover marketing campaign that solves customer retention.
Featured Resource – 2022 New Mover Marketing Success Kit
Keep New Movers Engaged
Did you know 7 in 10 new movers wish they had more resources to help them during the moving process? According to healthstatus.com, moving is one of the top five most stressful events people go through. Anyone who has moved can attest that there seems to be an endless list of things to do. This is why it’s important to send multiple correspondences for at least 6 months to a year after consumers have moved. This builds brand recognition and keeps your company front of mind for when a service or purchase need arises.
Leverage New Mover Marketing the Right Way for Customer Acquisition and Retention
While direct mail certainly has its place in engaging with new movers, by the time most consumers have moved into their new homes, direct mail campaigns may be reaching them too late.
That’s because more than half (64%) of new movers make major purchase decisions before the move, demonstrating that reaching this audience early on and throughout the move journey is critical to the success of your customer acquisition and retention efforts.
V12 has organized the move journey into four key phases.
- Possible movers: Homeowners or renters who are actively researching move-related products and services. They may be observed browsing for moving companies, home improvement services, mortgages, and realtors but do not have a home listed for sale.
- Likely movers: Homeowners who have their home listed but are not definitively moving. These consumers are actively researching move-related products and services and are open to trying new brands during this time.
- Verified premovers: Homebuyers who have a home under contract or in inspection and are in the moving or financing process. These movers are actively searching for and purchasing home and move-related products and services.
- Postmovers: Homebuyer or renter who has completed the move. These movers are settling in and can be seen making a variety of purchase decisions for their new homes within the first 12 months of moving.
Deploy Effective New Mover Marketing Campaigns
With 90% of new movers willing to try new brands for any items and 88% willing to try new service providers for any services, new movers are an incredibly dynamic audience with a high propensity to break brand loyalties and establish new ones.
As a result, brands should be leveraging new mover marketing to prioritize both customer acquisition and retention strategies.
While traditional new marketing reaches new movers once they’ve moved into their new homes, reaching acquisition and retention goals demand that moving consumers be reached early on. That’s where MoverTech comes in.
The solution is fueled by Porch technology, who provides software and services to home services companies. Through these companies, Porch gains early access to homebuyers, seeing 80+% of all U.S. moves per year. This proprietary source of information is combined with V12’s rich foundation of marketing data and insight to form the MoverTech suite of mover marketing data and technology solutions.
Targeting new movers offers your brand incredible customer acquisition and retention opportunities. With MoverTech’s proprietary data and comprehensive insights across the entire mover journey, your brand’s message is guaranteed to reach the right audience, on the right channels, at the right time.
With MoverTech you can:
- Identify your moving customers before they move with MoverMatch
- Identify move from and to address up to 2-6 weeks before the move occurs
- Have Insights to property data, such as size of home, number of bedrooms, etc
- Identify and engage with moving consumers who are browsing for your products and services
- Target new movers with omnichannel and digital programs throughout the entire move journey
New Mover Marketing Case Study
So, just how well does new mover marketing work? We recently worked with a nationally recognized home improvement retailer to expand and monetize its premover audience. By engaging movers earlier in the process by tapping into pre-mover insights, this retailer uncovered a moving signal a month earlier than typical, representing a significant opportunity to engage with movers when they’re actually in the market for many products.
New Mover Marketing Solutions
Are you ready to start tuning new movers into new customers? Contact us to learn how to put MoverTech’s suite of new mover marketing and technology solutions to work for you.
