Simon ScottWe have the keys to successful home mover marketing
Updated: Jun 21, 2021
4 million of the UK population buy and move into new homes every year (that figure increases to 6 million when you include the home renter market).
Moving home is a key life stage event where consumers actively review their spending habits on the goods and services they’ll need for the short, medium & long term future.
They’ll spend on average of £5,000 on the move process along with a further £8,000 on new purchases for that home and will also review service and utility providers for the area.
Home mover marketing provides a huge opportunity for businesses to grab a slice of this £78 billion opportunity by:
Targeting the right people at the right time.
Considering where these prospects are in the home mover cycle in relation to your brand.
Using the best way to communicate with them.
1. Right person, right time
Ensuring you speak to the right people at the right time is only achievable using accurate, accessible and permissioned data. Each home move generates new & updated data daily. Without it these potential new customers are out of your reach.
Eight Days a Week Communications, as a Royal Mail™ affiliate partner, can acquire these fully permissioned insights at every stage of the moving process from the moment a home goes on the market/up for let, to the anniversary of a home move .
With our access to the 100,000 new records added each month (representing approximately 200,000 new individual contacts), these insights are used to send highly personalised, relevant and timely messages about your brand throughout the move process and beyond.
2. Where and when to contact customers in the cycle
A ‘new mover’ is identified over a 24 month period consisting of before, during and after the home move. During this time they will need to find/renew many replacement products & services for their new home
There are 3 phases that businesses targeting home movers need to be aware of. In each of these phases the mover is more receptive to certain messaging than at other times.
1.Home is placed up for sale/let
2.Home is pending sale/let
3.Prospect has moved and settling into new home
Common pre-mover purchases usually take the form of Utilities, insurances, home improvement materials and moving products and services (obviously!)
3.The best way to contact
When planning a home mover marketing campaign it’s important to consider how are you
going to contact your prospects along with:
What will your message be?
Will it have a call to action?
How will you track response?
For a lot of advertisers today digital is the go to channel, however given the sheer volume of digital information across multiple accounts we receive every day it’s easy for email messages to be overlooked.
‘Direct mail is a great choice to reach those new home movers whose new letterboxes will still be relatively empty. ‘
And Personalised Direct Mail is an even more powerful communication tool:
We’re conditioned to respond to seeing our name.
It has to be physically interacted with.
It’s kept longer and more likely to be used.
Easily combined with digital platforms to track engagement.
If your business understands the needs and requirements of a new home mover at a particular stage in the cycle you can introduce your brand with Personalised Direct Mail to prospects offering what they need, when they need it.
The Home mover market has the potential to bring great return on investment for those willing to combine analysis with effective, relevant and personalised communications.
Eight Days a Week Communications already undertake campaigns of this nature for several of our clients providing Experience, Data access, Print and Postage Optimisation services all with a single point of contact.
For more information about our HOME MOVER MARKETING PACK
Tel 0115 939 9797 Email solutions@edwps.co.uk
*Sources: V12 mover, Royal Mail Data Services