Why New Mover Marketing is a Game-Changer for Brands
In an ever-evolving marketing landscape, finding fresh and receptive audiences can be like searching for a needle in a haystack. Enter the untapped potential of new movers—individuals and families in the throes of relocating. These aren't just people changing their addresses; they're consumers ready to establish new buying habits and brand loyalties, presenting a golden opportunity for brands savvy enough to engage them.
The Undeniable Value of New Mover Marketing
New movers are a unique breed. They're setting up their new lives and are on the lookout for brands that can make that transition smoother. Whether it’s the need for home services, new furniture, or a local gym, they have immediate needs and are ready to spend.
29% of Americans are planning to move in 2024. This number is up from previous years, emphasizing the growing importance of marketing to this audience. (Architectural Digest)
New movers spend an average of $9,000–$12,000 on goods and services related to their relocation in the first six months. (Nielsen)
80% of new movers are open to discovering new brands as they settle into their new homes. (Vericast)
Increased Engagement and Conversion Rates
Why focus on new movers? Simply put, they represent high potential for engagement and conversion. New movers are actively seeking brands that can provide solutions, making them particularly receptive to marketing messages. This life stage triggers an openness to new experiences and choices that can lead to long-lasting brand relationships. Investing in a targeted marketing program aimed at new movers not only taps into their immediate needs but also offers the potential to convert them into loyal customers who might otherwise have gone to competitors. This audience is not just looking for products; they are looking for partners to make their transition smoother.
New movers are 5 times more likely to become repeat customers compared to non-movers. (Epsilon)
90% of new movers purchase products and services based on direct mail offers, making them especially responsive to targeted marketing. (USPS)
The average open rate for marketing emails targeting new movers is 42%, much higher than the industry average of around 20%. (MarketingProfs)
Establishing Brand Loyalty at the Right Time
The timing of your engagement makes a critical difference. It’s important to understand when movers need your product or services. By reaching new movers at the right time in their relocation process, you can become their go-to brand before they form loyalties elsewhere.
70% of new movers form brand loyalties within 60 days of their move, emphasizing the critical timing of initial marketing efforts. (Epsilon)
The “hyper-spend” period for new movers, typically from 6-9 months post-move, sees them spending 4-5 times more than at any other time in their customer lifecycle. (Real Estate Data Solutions)
78% of new movers make purchases from brands they discover during the moving process, leading to long-term brand loyalty. (Experian)
High Lifetime Value of New Movers
Once you capture the attention of new movers, they can become some of your most valuable customers. They're starting fresh and are open to new brands and experiences. By effectively targeting this group, you're not just gaining a customer for a single transaction but potentially for life.
New movers typically have a 3–5-year customer retention period, meaning once a brand engages with them effectively, they can have long-term value. (Nielsen)
The lifetime value (LTV) of a new mover customer can be up to 10 times higher than a non-mover customer. (Vericast)
60% of new movers purchase products that align with their lifestyle changes, increasing the potential for cross-selling and upselling. (Epsilon)
Tailored Strategies for Success
Movers have huge potential for brands and it’s important to work with a partner with expertise in mover nuances. For example: Messaging must be highly personalized. Generic approaches simply won’t cut it with new movers who are inundated with choices and offers. And it’s important to engage at the right time. This increases the likelihood of converting new movers into loyal customers.
Personalized marketing can improve response rates by 20% for new movers compared to generic marketing messages. (Accenture)
57% of new movers say they prefer brands that understand their individual needs and offer personalized experiences. (Salesforce)
Timing is key: 85% of new movers are more likely to engage with a brand within the first three months of their move. (USPS)
Conclusion: Building a Foundation for Growth
In conclusion, targeting new movers offers a lucrative opportunity for brands looking to expand their reach and impact. With the right strategy, you can turn the challenge of mobility into a competitive advantage. At Blue Duck Agency, we don’t just follow trends—we set them, ensuring our clients stay ahead of the curve in capturing this valuable market segment.
Ready to shift your strategy and capture the dynamic new mover market? Let’s talk about how we can customize a high-return approach for your brand. Contact us today.
Architectural Digest, 2024 Housing Market Forecast, January 2024. Nielsen, Consumer Insights on Moving, 2023. Vericast, The New Mover Advantage, 2023. Epsilon, Mover Marketing: Engaging America's New Movers, 2023. USPS, New Mover Marketing Report, 2023. MarketingProfs, Email Engagement Benchmark Report, 2023. Real Estate Data Solutions, Moving Trends Study, 2023. Experian, Mover Behavior Study, 2022. Accenture, Marketing Personalization Study, 2022. Salesforce, State of the Connected Customer Report, 2023.