If you’re running a business or managing marketing in 2026, one of the smartest growth plays is targeting new movers.
Every year, over 40 million Americans move- which is roughly 13–14% of the U.S. population.
And this is a group of consumers in “buying mode”. They’re actively looking for products and services and are ready to spend.
This guide walks you through how to build a mover marketing strategy that reaches movers first, fast, and with relevance.
Why Mover Marketing Matters in 2026
New movers aren’t just another audience—they’re one of the highest-intent audiences you’ll find.
- Movers spend close to $20,000 setting up a new home (Realtor.com).
- They’re forming new habits and loyalties—shopping for local services, replacing providers, and trying new brands.
- They’re open to influence: the right offer at the right time can lock in loyalty for years.
Done right, mover marketing isn’t about a one-time sale. It’s about being the first brand to welcome them, build trust, and secure a long-term relationship.
Step 1: Know Your Ideal New Mover
Not every mover is your best customer. Define who matters most:
- Income brackets or household size that fit your services
- Renters vs. homeowners
- Target ZIP codes or neighborhoods
- Life stage signals (first-time buyers, growing families, downsizers)
- Intent signals (home listed, under contract, just moved in)
Use verified mover data so you can target across the whole journey—pre-move, post-move, and new homeowners. The more dialed in your audience, the stronger your results.
Step 2: Create a New Mover Offer They Can’t Refuse
New movers are in a unique mindset—they’re starting fresh, making dozens of purchase decisions, and actively looking for local businesses to trust. This is the perfect time to show up with a relevant, well-timed offer.
Examples of compelling mover offers:
- Percentage discounts: “Welcome to the neighborhood! Enjoy 20% off your first purchase.”
- Dollar-off incentives: “Save $25 on your first order.”
- Free item: “Your first coffee is on us!”
- Gift with purchase: “Get a free tote bag with your first visit.”
- Free consultation: “Book your free HVAC checkup within 30 days of moving in.”
- Membership perks: “Sign up now and earn bonus points as a new neighbor.”
It doesn’t have to be a massive discount. It just has to feel personal, relevant, and welcoming.
Interested in learning more and the types of offers that can make a difference for your industry? Check out Welcome Wagon’s library of case studies
Step 3: Reach Them Across Channels
Movers don’t make decisions in one place—they research across multiple channels before choosing.
Key mover touchpoints:
- Search & Local Listings → Keep your Google Business Profile, website, and directories up-to-date.
- Email & Direct Mail → 80% of movers redeem coupons before/after a move. Combine inbox and mailbox offers.
- Social Media & Community Groups → Engage on Facebook, Nextdoor, and local forums where movers seek recs.
- Online Ads & Retargeting → Use geo-targeted and retargeted ads, backed with reviews and testimonials.
- Referral Programs → Encourage current customers to “welcome new neighbors” with referral perks.
- Direct Mail → Still powerful—59% of customers say personalized mail influences purchases (WifiTalents).
The best strategies don’t pick one channel—they connect them all for a seamless, consistent brand presence.
Check out Welcome Wagon’s new mover direct mail program.
Step 4: Personalization for New Movers
In 2026, personalization isn’t optional—it’s the expectation.
- Use their name: “Hi Sarah, welcome to Maple Grove!”
- Mention their neighborhood: “Serving new homeowners in Lakeside.”
- Reference local landmarks: “Just down the street from Oakwood Park.”
Adobe reports 89% of marketers see positive ROI from personalization.
Relevance is what makes a mover marketing message stand out. Movers don’t just want an offer—they want to feel like part of their new community.
Conclusion
Right now, someone in your area is unpacking boxes. They’re Googling local businesses, and deciding what brands they want to build their new life around.
Are you ready to show up first—with a hard-to-resist offer, on the right channel, at the perfect moment?
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.
