Landing in a new city can be exhilarating, but it can also be a time of overwhelm and anxiety.
I remember moving to SWFL from Upstate New York – one minute I was hearing Unwritten and imaging that I was Lauren Conrad landing in LA on the Pilot of the Hills (sorry not sorry for the reference), and the next I was like a lost puppy on the streets of New York City.
The overwhelming task of navigating a new environment can often overshadow the excitement of a fresh start.
To new movers, everything is unfamiliar. They spend their time trying to learn their way around, how to find the nearest grocery store, and what to do for fun.
They are exploring the unknown, and this presents a unique opportunity for you to get their attention and build brand loyalty.
In this article, we explore new mover marketing dos and don’ts, so you can reach new movers effectively.
Do’s:
1. Focus on Relevance
Always tailor your messages to a new mover’s most immediate needs.
Bombarding them with generic offers or irrelevant information is a surefire way to end up in the digital or literal trash.
Instead, try to understand that they are actively seeking solutions to their most immediate challenges. This could be finding reliable service providers, navigating their new and unfamiliar neighborhoods, living out of boxes, items they need to purchase, or just looking for local connections.
Show them that you genuinely understand them.
For example, a local restaurant might send a postcard saying, “Welcome to the neighborhood – enjoy dinner on us!,” including a discount on take-out or even free delivery for new movers.
This targeted approach lets your value prop shine.
2. Embrace Personalization
A personalized touch goes a long way when it comes to marketing. You need quality data to do this effectively!
True personalization dives into their individual needs and preferences. Imagine getting a booklet with furniture recommendations for couples who are downsizing, sent to empty nesters who are moving from a family home to a warm weather condo. The booklet features storage solutions, love seats, and counter stools – instead of huge dining tables and family-sized sectionals.
3. Invest in a Multi-Channel Marketing Strategy
It is important to take a multi-channel approach to new mover marketing.
By using multiple channels, you have a greater chance of reaching this busy audience segment, finding them on the channel they are most receptive to. For example, someone who mindlessly scrolls, might be more likely to react to a tangible mailer.
Be sure to include a mix of channels such as:
- Direct Mail
- Social Media
- Email Marketing
- CTV
For example, a children’s gym can use a multi-channel approach by layering new mover data with other insights such as families with kids, and a certain household income. They could send a direct mail piece that includes a calendar of special events, along with colorful images, and a CTA to stop in for a tour.
On social media they might create an ad inviting new families for a discounted week trial, including a link to follow them on social. They’ll send emails following up with anyone who signs-up, welcoming them to the gym’s community, and giving them tips for how to dress their kid for the day. A family streaming a kid’s TV show may see advertisements for the gym, with videos of happy kids, colorful mats and equipment. They could include a clickable link to sign-up for a free day.
4. Provide Value
A successful new mover marketing campaign is based upon genuinely helpful information. These newbies want to see value.
Find ways to help them transition, going beyond just saying “Welcome!” Establish that your business will be a valuable resource for them now and as they settle into the community.
Instead of focusing solely on an immediate sale, prioritize offering something they’ll find valuable. This could include:
- Creating a Welcome Guide that includes tips, things to do, hidden gems, local customs and events. Make it quirky and meaningful, and just have fun with it!
- Offering exclusive discounts and promotions. However, try displaying them as a “welcome gift” – VIP treatment for newbies.
- Organize meet-and-greets, neighborhood walks, or workshops to help new movers connect with each other and the local community.
- Collaborate with other businesses, community groups, and local charities to offer a wider range of valuable resources for new movers. For example, a group of local businesses could send a mailer with a list of the “best in town” – listing their businesses, each with a coupon or deal, a customer favorite item or service, a map of some cool spots (including the business locations) and a calendar of townwide events for the next few months.
Don’ts:
1. Wait Too Long (to Reach New Movers)
You might be surprised to know, according to research by Porch Group Media:
- 90% of new movers are open to trying new brands for any item.
- 88% of new movers say they would try a new provider for any services.
- 64% of new movers reported purchasing items before moving in. Top items purchased before moving include solar, automobile, home improvement and supplies, windows, and fitness products or gym membership.
- 1 in 2 new movers also change service providers prior to move-in. Top providers changed prior to moving include solar installation, financial services/banking, home warranty, doctor/dentist, and home security.
It’s safe to say, the sooner the better.
Utilize data to understand what each mover’s timeline is – staying ahead, in order to get in front of them before your competition.
2. Focus Solely on Sales
While attracting new customers is the goal, avoid being overly sales driven.
Focus on building relationships and providing value first.
With my boutique, I would share information with new comers about the town, or I would help them find what they were looking for in that moment (be it bed sheets or Target or a new nail lady) – even if they weren’t doing more than browsing my racks and conversating, because usually they would come back to shop once they were ready, and they would remember me as someone who helped them when they needed it most.
3. Disregard the Data
There are plenty of invaluable insights into the needs, preferences, and pain points of these new movers, that go beyond just their status as being new in town.
Make sure you have the most relevant ones – are they moving into a bigger home with a growing family? Or are they downsizing and retiring?
By marketing to these individuals while they’re emotionally triggered by huge life events, you can add an extra layer to your new mover strategy.
For example, a couple with a new baby is moving into their first home. Understanding these other attributes will allow you to market to their new homeowner status, but also towards their milestone as new parents. A pediatrician could reach out welcoming them to the neighborhood and offering them care for their little one, along with tips for baby proofing their new home.
4. Neglect Digital Presence
It is crucial to have a strong online presence.
New movers, like everyone else, are browsing online to find restaurants, doctors, shopping centers, etc. They’re researching local events and reading reviews.
You’re missing out on a significant portion of this valuable market if your business isn’t easily discoverable online.
Make sure you have a user-friendly website, active social media profiles, and optimized online listings.
Conclusion
When I moved across the country, I spent weeks looking for restaurants, doctors, hair salons, vets, and everything in-between. The searching often left me homesick, and more lost in a sea of unfamiliar places and businesses.
To really get in front of new movers you have to do (and not do) all the right things.
Hopefully this list has left you ready to market to these unique individuals. Remember to provide value and make them feel both welcome and seen by your efforts.
So, are you ready to target new movers?
For more information and ideas to help you target new movers, 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.
