When a person is moving they have a lot of decisions to make. They need to decide where they will go grocery shopping, which restaurants to eat at, which doctor they want, which bank to use, and so on. For those consumer-based businesses, there’s a huge opportunity if they can gain that person’s attention and make them a customer. According to the United States Census Bureau, the average American will move every 5-7 years, and in their lifetime, will move an average of 11.7 times. During the process of moving, they typically spend around $9,000 on goods and services (Epsilon’s New Mover Statistics). It’s because of that spending that moving is such a lucrative time for certain businesses to target these consumers.
How We Can Help You Reach New Movers
Here at GMS, we see the opportunity in targeting new movers. We gather lists of new movers and send tailored messaging to those individuals. We can do this through a variety of channels including direct mail, email, and digital ads. With display ads, we can target movers using banner ads or video content.
In order to gain a list to directly market to new movers, we must first determine a geographical location that makes the most sense for your business. Once that has been assigned, we will gather all the records for movers in the area. That could mean people who just moved into new homes, homes listed on the market as “for sale,” or homes purchased that are under contract to sell and have entered escrow. You can choose to target one or all three of these groups depending on your messaging and offer. By targeting new movers, pre-movers, and movers-in-escrow, you can create messaging for the different stages of moving and find the audience that is right for you.
The top three sources that movers use to gather information about a company are through personal contact with the business, referrals from friends, family, or neighbors, and internet searches. Businesses must align their strategy with how people are already searching. You must communicate with new movers at the exact time that they are either taking action to replace a product or service, or when they determine they need a product of service. The ideal window to target new movers for major move-related purchases is from 2 months before to 2 months after. Nearly three-quarters of new movers (71%) have said that they made a major move-related purchase during their move (Epsilon). This consists of items such as furniture, appliances, and electronics.
Your messaging not only needs to align with when movers are looking for your product or service, but also how. One of the biggest influences for purchases was movers visiting a business in person. Your communications should incentivize in-store visits and promote your convenient location. Present offers that will capture their attention and then make it a priority to exceed their expectation in the store. Referrals also impact a mover’s purchasing decisions. Make it easy to refer friends by including referral programs across campaigns. Also consider promoting your online reviews and testimonials. New movers often rely on online searches to find new businesses in an area, which is why you need to optimize your online presence. Invest in SEO and digital ads for your business. Create messaging that will resonate with movers and hit them when they are ready to buy.