V12 Leadership Insights: What is Mover Marketing?

Welcome to the Movers and Shakers podcast. Join us as industry leaders and experts discuss important marketing topics and share actionable insights and unique perspectives on the latest marketing, strategies, technology, and trends.

Meet Anders Ekman

Anders Ekman serves as President of V12, A Porch Company, and works with leading brands to realize the economic and customer experience potential of modern mover marketing. Anders led the transformation of the company into an omnichannel marketing and data powerhouse and played a pivotal role in Porch Group, Inc.’s acquisition of V12 in 2021.

*The following content has been adapted from V12’s Movers and Shakers Podcast, which can be found here.

What is Mover Marketing? | V12 Leadership Insights with Anders Ekman

Anders Ekman: Mover Marketing is a discipline and a category in the marketing realm that’s been going on for the last 20 or 25 years. Surely, any of you who have moved, remember the direct mail pieces showing up at your doorstep with coupons for local merchants and service providers. The goal of these direct mail campaigns is to help you get familiar with businesses in your new neighborhood and find the right brand connections.

Mover marketing has sort of been in the same place for the last couple of decades. The data sources have been the same, primarily focused on people who have already moved rather than people who are moving. The channels and routes to market have also typically been the same, with most brands spending their efforts solely on spent on direct mail programs.

However, it’s important to understand that today mover marketing offers so much more. Within V12 and Porch, we describe mover marketing as the art, science, and process of connecting brands with moving consumers throughout the entire move journey. This involves identifying these consumers and understanding where they are in the moving process. This level of insight enables brands to strategically place the right offer, on the right channel, at the right time.

The moving process is comprised of different phases. There’s a research phase, a home listing phase, and the home search phase. Additionally, throughout these phases is a flurry of economic activity centered around getting ready to move. This is when consumers are doing research, switching brands, and finding new service providers. As a result, this opens up several opportunities for brands to reach movers when they’re actively re-evaluating their finances, relationships with brands, and so forth.

So, what does this all mean for brands?

In our research on mover trends that we conducted with The Harris Poll, we found that nine in ten movers are willing to try new brands. Additionally, three in five movers are making major purchases prior to moving. This proves that brands should not only be focused on acquiring new clientele but also be working to retain their existing customers as well—and doing so early in the moving journey.

But many marketers who know of mover marketing generally have an outdated understanding of it and that is the focus on marketing to post-movers (people who have already moved) through a limited set of channels.

Fortunately, new technologies, such as those brought to the marketplace by Porch and V12, allow marketers to connect with movers in a much more fundamental way. Because there are different phases of a move, consumers need to be reached throughout that journey—from pre-move to post-move —from direct mail to omnichannel, digital, e-mail, direct mail, advertising, and the like.

The old mover marketing didn’t offer many insights on movers. But, in recent years, mover marketing has evolved substantially. Now, with a high degree of precision, we’re able to identify who is moving, where they’re moving to, as well as where they are in the phase of the move, and what they’re all about from a demographic standpoint. And then, lastly, we have insights into what that consumer is shopping for. As you can see, this is a very different definition of mover marketing than the industry has typically had.

Learn More About How Mover Marketing Helps Brands Boost the Success of Their Customer Acquisition and Retention Campaigns

Listen to the full Movers & Shakers Podcast with Anders Ekman, and be sure to subscribe so that you don’t miss future episodes with other industry-leading marketing executives as they look to transform the future of mover marketing.

Interested in learning about V12’s suite of marketing and audience solutions to help you target and convert today’s consumers? Click here to learn more.