Moving to a new home is a whirlwind of change.
New movers are living out of boxes, any form of routine has vanished into thin air, and they’re unsure of which local businesses to rely on for the things they need.
While this time has been described by many as the most stressful time of their life, it can also present a golden opportunity for your business to step in, offer a warm welcome, and to help in some way with their transition to a new home.
Every year, over 35 million people move across the U.S., spending thousands on goods and services to settle into their new homes. New homeowners are particularly valuable, spending up to 20 times more in their first six months than existing homeowners spend in two years.
Furthermore, these folks are actively seeking new service providers, retailers, and experiences, which makes them significantly more likely to become loyal customers.
Let’s dive into the unique potential of this demographic. We can explore why new movers are so valuable and how your business can effectively capture their loyalty.
1. The Blank Slate Effect
Porch Group Media reports, 90% of new movers are open to trying new brands.
New movers arrive in a new location with a “blank slate” when it comes to brand loyalty.
They haven’t yet begun to form routines; they have no preferences for local businesses – they probably don’t even know what is out there yet. Which means they’re actively looking for recommendations and are open to trying new things, lucky you!
This is where you step in and become the trusted provider.
These new movers are ready to be impressed, it is up to you to reach out with a multi-channel approach and capture them.
2. The Urgency of Need
A whopping 70% of new movers who have moved in the past 12 months say the moving process was more stressful than they imagined.
New movers often need services immediately. They discovered a leaky faucet in their new home, an unfamiliar kitchen and empty fridge, or just the basic need for a quick haircut can drive them to seek out local businesses urgently.
This immediacy makes them more receptive to advertising efforts, especially ones with special offers. This group is not just browsing; they’re actively looking for solutions.
This heightened sense of need makes them more likely to convert into customers and, if you can make the most of their initial experience, they will leave wanting to continuously support your business.
3. The Power of First Impressions
Your first interaction with new movers is probably the most crucial part of turning them into a regular. So, you better make it a good one!
Think of this part as setting the stage.
As we have previously discussed, new movers are often stressed and actively seeking reliable businesses who they can trust. Because of this, your business has a brief window of opportunity to make a positive impact, and that initial interaction can either solidify their loyalty or send them on a hunt for alternatives.
Keep in mind, a positive experience is usually characterized by both excellent service and a genuine and authentic effort to meet the customer’s needs.
If you are able to impress this group, you have a great chance of winning them over for life.
4. A Strategic Advantage
New movers are known for their incredibly high spending, for one. They are also 5x more likely to become long-term customers if you can reach them before the competition.
Reaching new movers effectively (and before your competition), requires a targeted approach.
You need to be willing to try new things, because your traditional marketing methods may not be as effective as a strategy that focuses on new movers specifically.
Direct mail campaigns targeted at new addresses, welcoming them to the neighborhood with a specialized promotion is a great start. Include something of value that positions you as more than just a business looking for their money.
Digital advertising focused on relocation-related keywords, and partnerships with moving companies are even more effective ways to connect with these new movers.
Online platforms (like Nextdoor) can also be valuable tools for reaching this audience in an authentic way.
5. Building Long-Term Relationships
The ultimate goal is to turn new movers into loyal customers. Therefore, it can’t just be about a quick initial sale.
Offer new mover specials, deliver them with personalized welcome messages. 80% of new movers redeem coupons from merchants before, during, and after the move. Offers are a great way to spark that initial interest and keep them walking through your door again and again.
Once you get them in the door, if you want to have a better chance of gaining their repeat business, make their experience your focus. Give them an overall experience, one that makes them want to come back for more. Entice them to join your loyalty program with incentives that are hard to say no to.
Then make sure you follow-up, nurture these new relationships so that they can become a forever customer.
New residents are a highly valuable customer segment that every business should be targeting.
With some effort and understanding of how this target group thinks, you can turn a one-time business opportunity into a lifetime of loyalty.
Are you ready to start targeting new movers?
For more information and ideas to help you fuel your new mover marketing strategy, contact Welcome Wagon! Founded in 1928 to welcome new movers to their community, Welcome Wagon is committed to connecting with new homeowners through their mailboxes and online.
