We’ve discussed the value of marketing to new movers in your area. Now that you know why it’s a good idea to target this group, it’s time to talk about how to make your new mover campaign a success.
Use the Best New Movers List
In order to gain new customers from your area’s new mover pool, it’s critical that you have the most comprehensive data you can compile. That means finding a list that’s pulled from several different sources so that you have the freshest and most detailed leads possible.
This multisource approach allows you to determine who’s moving into your area, whether they’re renting or buying their home, and other important factors that help you tailor your message to their specific needs.
Timing is Everything
When it comes to new mover marketing, timing is everything. You need to be able to get your message in front of movers at a time when they’re likely to be making buying decisions about your product or service.
Amacai Information Corp., a Chicago-based data firm, says that new movers spend more on goods and services in the first three months living in their new homes than most people do in three to five years.
That makes that three-month window an important time for marketers to get their messages in front of those movers. In fact, you want your message there in the first week or so, to make sure yours is the first brand in their mailbox. Again, the list you use is crucial; it needs to provide comprehensive and fresh data to help you reach this market.
Tailor Your Message
As mentioned earlier, a multisourced list delivers not just a database of names, but important demographic information about your area’s new movers. Using this information, you can ensure your message hits all the right notes with these consumers.
One of the biggest mistakes you can make in a new mover campaign is to send these prospects the same materials you send to your regular audience. Instead, reach out to new movers with an offer that’s just for them, to help them settle into their new community.
Marketing to new movers takes a bit of strategy and excellent timing. By using the right data sources and providing an offer tailored to a new mover’s needs, you can capture your share of this lucrative market.