The Impact of Mover Marketing Strategies on Customer Acquisition and Retention in 2022

If you have ever moved to a new home – and chances are you have – you know that the move is a time when you are spending money.  Whether you are a first-time homebuyer, moving across country or across town, downgrading or upgrading, you most likely are spending on new items to furnish your space.

According to research by V12 and The Harris Poll, new movers spend an average of $11,000 on the move. According to Census data, it is estimated that a person in the United States can expect to move 11.7 times in their lifetime based upon the current age structure and average rates and allowing for no more than one move per single year. (source)

Consumers who are moving are also willing to try new brands.  In fact, according to our research, 9 out of 10 movers stated that they are open to trying new brands during a move.  With so many movers trying new brands, this is an ideal time to message moving consumers to acquire new customers.  However, this is also a time when your current customers may switch brands, so utilizing retention strategies to retain moving customers is also key.

To learn how brands are utilizing mover marketing strategies, V12 recently launched the 2022 Marketer’s Perspective on Mover Marketing Report. The report was conducted in conjunction with Ascend2, who ran an online study in February and March 2022 of over 250 marketing professionals working for enterprise organizations in the B2C channel.

Customer Acquisition and Retention are Top of Mind

According to the research, B2C marketers list that improving customer experience, customer acquisition, and customer retention will be top priorities in the year ahead when it comes to areas of their strategies to improve. In fact, 84% of B2C enterprise marketers have a customer acquisition and retention program in place or are currently in the process of implementing one.

Mover Marketing Users are More Successful at Customer Acquisition and Retention

Customer acquisition and retention are improving moderately for most, but when comparing those who are currently utilizing mover marketing programs with those who are not, we see significant differences in success.

Organizations who report having a mover marketing strategy in place and measurable report a significantly greater increase in both customer acquisition and retention in the last year.

  • Mover marketing users report that customer acquisition has increased significantly, by 41% compared to only 8% reported by non-users.
  • In terms of customer retention, mover marketing users report that customer retention has increased significantly, by 35% compared to only 9% reported by non-users.
top priorities mover marketing

Mover Marketing Users Report More Successful Marketing Programs

Brands that see positive returns from their mover programs on their customer acquisition and retention strategies also report the greatest impact of mover marketing on overall marketing performance.

Likewise, it makes sense that those who do not have mover marketing programs in place have a much lower perception of the impact it would make on overall marketing performance than those who have real experience with utilizing mover marketing.

Only 25% of those who do not have a mover marketing strategy feel that it would make a real impact on overall performance, compared to 54% of mover marketing users.

impact of mover marketing on overall marketing performance

The 2022 Marketer’s Perspective on Mover Marketing

Download the free 2022 Marketer’s Perspective on Mover Marketing Report and explore how brands are utilizing mover marketing strategies to increase their customer acquisition and retention.

mover marketing b2b report

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