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.

New Movers have a high level of buying potential. New movers typically need to purchase a variety of goods and services when they move, including furniture, household items, and local services. As a result, they are often more willing to spend money than established residents. Most of these purchases will take place in the first few months to a year after moving.

New Movers are actively seeking new businesses and services. New movers are not yet familiar with the local businesses and are actively seeking out new options for their needs. This makes them more receptive to advertising and marketing messages from businesses in the area. Multiple reminder messages are a great audience and make for a great omnichannel campaign. Moving is a big life change with many challenges of its own and sometimes one impression is not enough. Speaking from experience, taking a break from unpacking to scroll through your phone, and see an ad for a store or restaurant you want to try is great, but you are not going to remember that when there are 20+ boxes to unpack and work in the morning. When creating messaging think of a “friendly reminder we are where when you need us.”

Timing plays a key role when messaging out to new movers, as well as the industry. Industries such, as home improvement, security, medical, and financial services are under time constraints. Within the first year of moving, 64% of new homeowners will complete a home improvement project, and 26% will install a home security system.

In the healthcare industry, 40% of new movers start looking for doctors within the first month, they may not book an appointment until months later. The healthcare industry should start building its brand awareness with new movers early on in their move. As a new mover, myself, this can be an overwhelming step. However, my local medical center sent me a little first aid kit (Mover tip: remember what box the Band-Aids are in 😊) and after researching them my family and I became patients.

The new mover audience is not a quick return on investment, because the lifetime value is greater. Customer Loyalty is the reason that new movers have a higher Lifetime value. When new movers find a business that meets their needs and provides a positive experience, they are more likely to become loyal customers. This can lead to long-term relationships that are beneficial for both the business and the customer. According to a study conducted by Epsilon, new movers are 5 times more likely to become long-term customers than established residents.

When marketing to new movers it is important to consider the aspects of their customer journey. Put yourself on the journey as someone who has never reacted to your brand. Is it an easy process? Would you recommend it to someone else? If it is not what would you change to make it better?

New Movers are open to change. When you think about it some of them are making some of the biggest changes of their lives. Moving away from friends and family for a career, purchasing your first home, retiring, and moving to a tropical paradise, are all life-changing events, and once you make one change others are easier to make. Moving to a new location is a significant change in a person’s life, and new movers are often more open to trying new things and exploring new opportunities. It has been over a year since my move and I’m still exploring the area, trying new restaurants, looking for new mom-and-pop shops. Trying to make this feel like home and it takes a while to get to that place, but building relationships with the local community does help. This makes them an ideal audience for businesses that are looking to establish themselves in the local market.

There is so much more to say about the new mover audience, but a crucial point is where to get excellent and superior data. Not all new mover lists are equal and having worked with CRM and data list over the years I’ve learned that lesson.

Focus USA’s New Mover Data is gathered from a variety of sources: deeds from over 3,100 courthouses, new phone and utility connects, and a variety of change of address filings. The New Mover File go under extensive hygiene and verification processes – to ensure that we are delivering your marketing message to real new movers.

I, like many others, underestimated the power of the new mover audience and the marketing tactics used to target them. However, through my marketing career and personal experience as a new mover, I have come to realize that this audience is truly unique and valuable. New movers have a high buying potential, actively seek new businesses and services, are likely to become loyal customers, and are open to change. Furthermore, sourcing the right data is crucial, and Focus USA’s New Mover Data is a reliable source that undergoes extensive hygiene and verification processes. As a marketer, understanding and effectively targeting the new mover audience can lead to significant business growth and long-term success.