Movers represent a lucrative segment for many businesses. Movers are not only a high-spending group, they are also in a transitional stage which makes them more open to developing new brand loyalties.
In fact, mover annual expenditures exceed $150 billion and they are five times more likely to become long-term customers if you reach them first. Within the first 180 days, new homeowners spend $9,700 on items for their new home and spend more within the first six months than the average consumer spends in three years.
The most popular purchases for new movers include:
In another study by Hitwise, the top websites new movers visit compared to the average population include utilities, government sites, building and construction, and health insurance. According to the research, life events are strong tied to home moves and this group is 2.4 times more likely to visit wedding sites and 2.1 times more likely to visit baby sites.
Target Movers Across Channels
Movers use different channels throughout the move process and to research different products and services. Marketers must use a mix of both digital outreach and traditional direct mail marketing to establish connections with movers.
In research by Epsilon, consumers were asked about their attitudes towards information sources for finding new products, services, and establishments. According to the survey, new movers strongly agreed or somewhat agreed with the following statements:
- 77%- I used the internet for move related information because it was the fastest.
- 75% – I preferred to talk to someone in person about move related topics because I could ask more questions that applied to me.
- 70% – I kept move related information to refer back to when I was ready.
- 59% – Online information was more helpful than what I received in the mail.
The top influencers on moving-related decisions depend on the top of service or product the consumer is researching. For example, 32% using online resources when searching for a moving company while 43% prefer visiting a company in person for major purchases.
Once the move is complete, movers want to get to know their neighborhood. One way they do this is by conducting “Near Me” searches. Movers are 88% more likely than the average consumer to use the phrase “near me” when searching online.
Top searches according to Hitwise include:
Direct mail is still a great choice for reaching new movers, especially new homeowners whose mailboxes are still relatively empty. 80% of new movers will redeem coupons from merchants before, during, and after the move so use direct mail to your advantage and send enticing offers, discounts, freebies, and other valuable rewards to encourage consumers to try out your services and products.
When searching for new businesses and services, movers clearly do not depend on one channel alone for research. They use a variety of channels, depending on what they are looking for and what stage they are at in the moving process. They may head to the Internet to research a new service provider, see a direct mail piece from your company, and then finally respond to your email offer.
Movers are not always ready to make a purchase when they first receive your offer. In marketing, some say a consumer will buy after exposed to a message three times, while others believe in the “Rule of 7”. Regardless of the number, frequency is key. Be sure to send frequent communications as well as different types of offers to stay top of mind and develop brand recognition. If you don’t, someone else will and at a time when new movers are establishing relationships that can last for years, it is important to continually reach out in the 6 months to even a year after a move.