National brands compete on two things that are hard to win with budget alone – visibility and timing.
You can have strong creative and national awareness, but if your brand shows up after customers have already chosen their go-to provider, you are late to the decision.
That is what makes mover marketing so powerful. Moving creates a rare moment when people are actively searching, comparing, and deciding. And that window is short.
In fact, 85 percent of new movers choose the first business that reaches them.
We see this firsthand across national programs, where brands that arrive early consistently outperform those that rely on broad awareness alone.
Many national brands spend millions each year on marketing that prioritize scale, but isn’t connected to specific moments like a move. But when it comes to new movers, success is not about volume. It is about timing.
Introducing the Welcome Wagon National Program
Welcome Wagon has been helping brands connect with new movers for nearly 100 years. That experience matters, because mover marketing only works when timing, scale, and execution are done right.
The Welcome Wagon National Program was built specifically for national brands that need to reach movers across multiple markets, quickly and consistently. Instead of managing local lists, vendors, and logistics in dozens of regions, brands activate one national program with local relevance built in.
This approach is designed for national teams that need predictable scale month over month, clear timelines, and dependable execution. Welcome Wagon handles the strategy, production, and delivery so your team can stay focused on results instead of coordination.
What the Welcome Wagon National Program Delivers
The National Program combines reach, speed, and simplicity using one of the most comprehensive mover datasets available.
Brands can:
- Reach up to 300,000 new movers each month
- Activate across 4,500+ markets nationwide
- Access more than 90% of U.S. movers
- Target households based on 1–14 day home closings
Outreach is delivered through a mix of print and digital touchpoints. Print inserts arrive directly in the home, while co-op email reinforces the message and keeps your brand top of mind during the early settling-in period.
Everything is fully managed, from creative through distribution. That means national reach without national ad costs and without the complexity that usually comes with large-scale programs.
Behind it all is proprietary mover data from PGM Solutions, which allows Welcome Wagon to reach movers earlier and more accurately than traditional approaches.
A move is one of the few moments when customers are actively open to new brands and new routines.
Research from PGM shows that mover marketing delivers its strongest impact on customer acquisition and retention, with more than half of marketers rating its performance an 8 or higher. Yet only 45 percent of B2C brands with acquisition and retention programs actively use mover marketing, leaving a meaningful gap in how brands compete during this high-intent moment.
The Welcome Wagon National Program helps national brands show up first, consistently, and at scale as decisions are being made.
Availability is limited due to envelope space, so early commitment matters.
Ready to reach new movers nationwide? Let’s talk about how the Welcome Wagon National Program can work for your brand.
