Marketing to New Movers Archives

A 2023 New Mover Year-End Review

The Intersection of Housing, Economics, and Migration

In the wake of the global pandemic, the landscape of the new mover and new homeowner markets has undergone significant changes. Amidst the backdrop of unpredictable interest rates, labor markets adapting to looming recession concerns, and the persistent volatility of home prices, the patterns observed in the new mover segment during 2023 represent a significant departure from the patterns witnessed in 2021 and 2022. As we navigate these evolving dynamics, it becomes imperative to assess the implications of these changes for your strategic new mover marketing initiatives set to unfold in 2024. While there was a lack of homes being listed for sale, there is not a lack in demand for home buyers.

Marketing to New Movers

The Power of New Movers in Marketing

Before joining Focus USA, I didn’t fully grasp the potential of New Mover Data. I thought targeting new movers meant that they received mail packets with a ton of coupons. What were they called Value Packs? The simple idea of sending new mover coupons to attract new business and moving on to the next. However, as I developed my marketing career, I learned that I couldn’t be more wrong about this audience and marketing tactics. Now, I understand the power of the new mover audience. This audience is truly unique and in the process of completing a major life event. As a marketer, I’m fortunate enough to see this not only from the marketing side but also as a new mover.

Life Event Marketing

Be Seen Where It Matters Most - Life Event Marketing

The year 2020 changed a lot about the way we live our lives, but it did not change one very important thing – people are still doing it. Families are still expanding, jobs and living situations are still transitioning, and people are still celebrating the momentous occasions of life. At Focus USA, “life events” – life-changing, trigger, or milestone events consumers go through during their lives – was the most highly-dissected and widely-used data set in 2020. These life events include celebrating a wedding, a milestone birthday, or a new addition to the family as well as others like graduating college or buying a first home. Through analyzing this data, we learned that, despite a global pandemic and widespread unemployment, the more things changed, the more they stayed the same. Life events trigger a measurable change in a consumer’s normal buying behavior. With each life event comes the need and want to spend, creating an opportunity to reach the right consumers at the right time – before, during, or after their life event.

Life Event Triggers

Meet Betty – Timing Is Everything

With the vast amount of data at our disposal today, as marketers we have a wide range of options to choose from. But selecting a target audience is only one piece of the puzzle, right? You can find an audience that fits your customer profile to a T. You can even make sure that they have the financial capacity to buy your product. But with all of that data and insight feeding your marketing plan, why are we seeing traditional response rates drop year over year? Yes, there has been a vast shift towards digital engagement and creating conversations and a two-way communication with our customers. But we have also seen that timing is still the driving factor for consumers and their buying behavior.