What is New Mover Marketing?
Staying ahead of your competition is the name of the game today by adopting innovative marketing strategies. Attracting new and interested customers to your business can be easier said than done.
An audience that is always in need? New Movers!
Every year nearly 28 million Americans move, making them a key audience to focus on for successful acquisition campaigns.
Implementing new mover marketing into your omnichannel marketing strategy can be a powerful tool to expand your customer base and maximize reach.
Understanding New Mover Marketing
Mover marketing is a targeted marketing strategy focused on engaging with individuals or households who are about to move or have recently moved to a specific geographic area.
When targeting consumers who have recently moved to a new area, there is a unique opportunity to make a lasting impression. New movers are often in need of new goods and services, making them more receptive to marketing efforts. By effectively reaching out to new movers, businesses can capture their attention at a time when they are actively seeking local establishments.
This allows them to build brand awareness by introducing their products or services to a fresh audience. Furthermore, by delivering a positive and memorable experience during this crucial period, businesses can establish a sense of loyalty among new movers, ensuring their continued patronage even after they have settled into their new community.
Understanding new mover marketing is essential for businesses looking to capture attention, boost brand awareness, and establish loyalty.
Why Mover Marketing?
Mover marketing is a tried and true strategy for businesses and for good reason.
As individuals and families move to a new area, they have an immediate need for a range of goods and services. This immediate need makes this particular consumer segment so lucrative as decisions will be made more quickly to adapt to their new home.
From finding a new grocery store and furniture store to locating healthcare providers and home improvement services, movers are actively seeking new suppliers and vendors in their new community. By targeting these new residents with tailored marketing campaigns, businesses can quickly reach a receptive audience that is actively in need of their products or services.
“People buying a new home spend an average of $9,400 to get established. They have to find a new dentist, gym, an HVAC specialist, a new landscaper — whatever your industry, you could most likely be grabbing a cut of those profits.” - UpSwell
Relocating individuals are often excited about exploring their new surroundings and are more open to trying new brands. Businesses can seize this ‘new beginning’ concept to make a memorable first impression.
By providing compelling offers, personalized recommendations, and a warm welcome, businesses can establish a strong rapport with new movers and gain their loyalty early on.
As businesses connect to this highly motivated and receptive audience, they can establish themselves as trusted providers, build lasting customer relationships, and ultimately drive revenue growth.
Mover Marketing Success
A luxury home furnishings brand came to AWI to boost customer acquisition efforts.
The brand was accustomed to working with high end architects and designers, but they had not yet tapped into the potential of their direct-to-consumer (DTC) program.
The upscale brand reached out to AWI with the goal of launching a DTC initiative that would identify individuals most likely to purchase luxury items for their home.
After analyzing the brand’s product line-up, AWI delivered a customized, targeted list of new movers that had a high home value relative to the defined geographic region.
Upon the dispatch of a high-end postal mail campaign, the brand achieved remarkable results:
0.2% Response rate
An average order value significantly higher than existing buyers
Gained 245+ new customers
1.2 orders per buyer
Additional co-targeting with email was added to further increase response
Empowered by this success, the luxury brand then started to plan a rollout to all US markets, which is expected to yield a material increase in their revenue.
This strategic first step for this brand’s DTC initiative is geared towards establishing an omni-channel approach in engaging with new movers with high-value homes.
How Mover Marketing
When conducting new mover marketing, it is crucial to prioritize timeliness, personalization, and segmentation.
Timeliness: Promptly engage with individuals before or after they settle into their new homes.
Personalization: Establish a connection with new movers by tailoring your messaging to their specific needs and interests. Increase your likelihood of a response by capturing their attention
Segmentation: Hone in on specific demographics and interests to increase campaign effectiveness, but also remember your geographic locations. New movers often seek local businesses and services to fulfill their immediate needs. Position your brand as a trusted local provider and focus on building a community.
Combining these concepts and the different types of movers in your campaign can increase your chances of success.
Improve Acquisition Efforts with New Movers from AWI!
The AWI team is delighted to help you leverage timely, personalized interactions, and a local focus to capture the attention of movers during their moving journey.
With multiple mover audiences available that are multi-sourced with monthly and weekly feeds available, AWI is THE provider for you!
With data-driven project requirements, Andrews Wharton is the proven direct-response solutions provider with a long-standing reputation for solving the toughest marketing challenges.
Success. Delivered.
