Moving is one of life’s big reset buttons.
New movers are juggling some seriously major decisions about everything; utilities, furniture, healthcare, auto services, delis, coffee shops, etc. They’re looking for their new favorite spots to spend their time (and money).
During this transition, they are open to forming fresh brand relationships. That’s your moment to show up as a helpful and welcoming neighbor.
In this guide, we’ll cover why new movers are marketing gold, how to reach them, and what to measure so your campaigns deliver results.
Why New Movers Should Be Your MVP
Each year, over 35 million Americans move, creating a large, high-intent audience actively assembling their new life.
New movers are also known to spend more than non-movers—often $9,000–$10,000+ in the first year on furniture, appliances, home services, and more.
They aren’t hesitant to try new brands and to switch providers and reaching them first can make them 5x more likely to become long-term customers.
That early, relevant touchpoint can be the reason you become their trusted go-to.
Meet Them Before, During, and After the Move (Timing Matters)
Moving requires planning ahead. For example, I set up my internet before we had even moved any boxes over to ease the chaos of moving week.
In fact, the majority of purchase choices are made within the first 90 days of settling into a new home.
Certain categories see distinct windows. For example, home security often peaks in the first two weeks, while landscaping picks up between weeks six and eight.
Map your messages to be relevant during these moments:
Weeks 1–4: Say “Welcome to the neighborhood!” and include easy, personalized offers (e.g., free consultation, starter discount). At this stage, movers are overwhelmed, so clarity and convenience are everything.
Weeks 5–8: As they start to settle, new movers shift focus to practical needs. This is the perfect time to share seasonal home services, maintenance tips, and your favorite local recommendations. Position your brand as a neighbor who’s goal is to make life easier for them in their new community.
Weeks 9–12: create a forever customer with loyalty perks and refer-a-friend bonuses. Invite new residents to mingle with their new neighbors and get to know their community. These gestures help movers feel connected—and keep your brand top of mind as they establish roots.
Direct Mail for the WIN
84% of marketers agree that direct mail delivers the highest conversion, response, and ROI of any channel.
Direct mail remains a seriously undeniable powerhouse for acquisition and response.
In an era of digital fatigue and overflowing inboxes, physical mail stands out as a welcome, tangible experience- 81% of people say they’ve followed up after receiving a piece of direct mail. For new movers, who are checking their brand-new mailbox daily for important updates, this channel is a serious no-brainer for grabbing attention.
Not to mention, direct mail is often seen as more personal and trustworthy than digital alone. 86% of people say they genuinely like receiving physical mail pieces. It feels personal, credible, and harder to ignore, especially for movers craving connection in a new community.
Reach New Movers with Digital Marketing
Integrating direct mail with digital is a powerful combination, with 76% of consumers taking action online after receiving a direct mail piece.
This means that a multichannel strategy is a must for effective outreach.
Pair your mailers with QR codes to personalized landing pages to provide a connected customer experience.
Offer More Than Just Your Brand
Welcome packages & local guides feel more like a welcome gift, rather than an ad. They deliver curated value (top local spots, essential services, maps, event calendars).
You can add value to your outreach by including an enticing and exclusive offer for these new neighbors. Make them feel seen and special, because 80% of new movers use coupons before, during, and after the move.
You’ll want to make your first impression and first offer count if you want to turn your business into their new local favorite.
Local SEO
When someone moves, their search behavior changes overnight. They’re Googling things like “Best dentist near me,” “Local HVAC repair,” or “Pizza delivery in [city name].”
If your business doesn’t show up in these local searches, you’re invisible during the exact moment they’re ready to choose. Google Maps & proximity drive their decisions, so you’ll want to ensure accurate NAP (Name, Address, Phone), and adding photos and reviews makes you stand out in map results.
Furthermore, movers don’t have established local favorites yet—they trust reviews and ratings. A strong local SEO strategy includes reputation management, so your business looks credible.
If you’re optimized locally and your competitors aren’t, you win the first click—and likely the first customer. Movers rarely shop around extensively; they choose whoever looks most relevant and trustworthy.
Ready to Welcome New Movers—and New Customers?
When it comes to new mover marketing, it is more than just making a quick sale. You want to build a more meaningful connection that will turn into a regular customer.
During one of life’s biggest transitions, you can show up and show off. Combining timely outreach, personalized offers, and a smart mix of direct mail and digital engagement.
Are you ready to position your business as a trusted resource from day one?
Welcome Wagon has connected new movers with local businesses since 1928, delivering targeted direct mail and digital campaigns to over 1 million consumers monthly—with category exclusivity in select programs and flexible options for home services, healthcare, retail, restaurants, and more.
