New Mover Marketing
Business owners, executives, and marketers alike are always trying to find ways to tap into new markets that will benefit their brands. One of these markets is the new mover market. New movers are big spenders, on average spending upwards of $10,000 within the first 6 months of moving on new services and products.
With approximately 30 million Americans, or about 10% of the U.S. population having moved in 2021, and about 40 million moving yearly on average, the lucrative new mover market gives your business great opportunity to secure loyal customers for the long haul. You may think new mover marketing is simple, involving sending them coupons to attract business, but this market has become complex over the years. They are willing to try new brands and seek new services meaning with the right approach, you can secure their business.
What Defines a New Mover
New movers are defined as those who have moved within the last 12 months, although it’s important to tap into this market within the first 6 months, as this is when this demographic is making most important decisions.
The Profile of Today’s New Mover
Before we get into the “norm” of new mover demographics, let’s point out that the average American moves 11-12 times in their lifetime, meaning the profile of a new mover is never set in stone. With that out of the way, the typical new mover is fully employed, living with a partner or spouse, aged between 25 and 34 with a couple of kids, and has a household income under $100,000.
Why Target New Movers
New Movers are Big Spenders
Earlier, we pointed out that new movers spend upwards of $10,000 on average within the first 6 months of moving into a new property. This market is motivated to try new products and services, as roughly 90% say they are likely to try new brands for products and 88% say they are willing to try a new service provider.
New Movers Are Willing to Become Loyal Customer
Building on this segment’s willingness to try new products and brands, it’s important to know new movers are also fresh starters. Meaning that if you reach them before your competitors, there’s a high chance you can secure their business long-term. This gives new movers a higher lifetime value.
Kessler Has You Covered
Our immense data and list capabilities at Kessler Creative give you the ability to target new movers in your area. You can also combine the new mover segment with several other demographic and/or geographic characteristics to narrow down your ideal customer. Targeted lists tend to convert at a higher rate, so be sure to take advantage of the data we have for your next campaign!
How to Target New Movers
Utilizing direct mail is one of the most efficient ways to get the attention of new movers. The mailbox is something new residents are going to check, unlike loads of digital ads and emails thrown at them during their busy time of moving. The right combinations of materials and elements on a mail piece will get the attention of new movers, and in marketing, that first step is vital to moving a prospect through your funnel.
Mail also gives you the ability to target only new movers accurately, saving you valuable dollars along the way. Include offers and even samples of other work you have done in the past to showcase why you should be chosen over a competitor. Your goal is to get your foot in the door, and a direct mail campaign does that efficiently and effectively.