What is homemover marketing?
Homemover marketing has the sole focus of turning new home movers into customers.
This can be anyone who has moved into a new build property within a set period of time of your choosing.
Moving home is a unique life event where people’s buying and spending habits change drastically. On average the UK’s home movers “spend £7bn on home improvements in the first year,” in addition to spending “£9bn on move-related goods and services,” in total.
How can homemover marketing benefit your business?
Home movers are a lucrative target audience that are open to new services and providers, yours could be one of them.
Annually “11% of the adult population moves home” within the UK. Which according to Worldometers would put 11% of the UK population at 7,563,968. This is a large target audience that is vastly underutilised and untapped for the majority of the market.
Exploring homemover marketing can increase new customer acquisition and long-term retention when executed well.
How can homemover marketing improve your direct mail?
Armed with much greater insights and understanding into your audience you can ensure your direct mail resonates, arriving at the right time to evoke the ideal reaction.
With homemover marketing you are keenly aware of the process of pre to post move. You know the steps and the journey they will be going on, which stage your service will be best suited to. In addition to knowing the typical behaviours of movers you can create a tailored campaign that makes your new audience feel understood. Creating a great first-time brand experience to a market that is open to your goods or services.
The home move process from pre-move to post-move:
These core stages are universal for most people buying a new property.
- For sale
- Property search
The benefit to knowing this process is to help identify when your goods or services would resonate best. For example utility providers might target their homemover marketing campaign to start around the valuation and sold stages. Giving ample time to connect, build trust and arrive just before or during the time they need your service. However if you were a financial service provider you may want to be around the property search stage, ahead of any offers to get the best results for your campaigns.
It also makes you aware of what journey and process your customers are facing. Pain points and frequent questions could be a quick and easy way to continue to help engage your audience. Perhaps a financial service provider could give a helpful timeline for when it’s best to organise a mover, a valuation, decorators etc. Going above and beyond in your service will help towards positive feedback, recommendations and renewals.
What motivates home moves and how can this help your direct mail campaign?
“Key findings from the Royal Mail home mover research survey show that almost 25 per cent of home movers move to a larger house and 20 per cent move to a better area.”Royal Mail
This could also indicate that families are growing perhaps both in numbers or growing up and needing more space. It might also be an indication of perhaps a change at work in a promotion, job change or relocation in looking for a better area due to increased finances.
How does knowing the highest motivations to move impact your direct mail?
Knowing a key driving factor for 45 percent of those looking to move is powerful. It should influence product choice and the ascetics/message of how you offer those products/services. For example a financial service provider might offer life insurance with a picture of a family as an upsell to their will and mortgage offer.
Why target the home mover market?
This is a market not to be ignored as a service or goods provider you are in a unique position of having keen insights you wouldn’t otherwise have. You are keenly aware of their journey, pain points, their change of behaviour and actively looking to buy. There is no guessing or need to remind them of your brand waiting for the exact time they need you. The time is now.
Typical behaviours of a home mover:
This is an audience actively looking to spend. Establish your brand, build trust and a relationship and see if you can win new customers.
Loans and credit to finance purchases
A key pain point of moving is the expense, address this issue by offering instalment plans or Buy Now Pay Later options and looking like a more attractive option than your competitors.
Improving the new home
From DIY to new furniture and everything in between, show them what they can aspire to achieve through your product/service.
Personalising a new home
Personalising a new home is a huge step for your audience, making them feel understood and listened to by addressing their pain points and challenges will go a long way. Drawing on this will help make your brand resonate more and more desirable to them.
Supplier switching increases
This is a time that current suppliers need to be active to keep their customers and new suppliers need to upsell their key selling points.
Where does the home mover data come from?
We work with Royal Mail to provide you with your desired home mover data as a trusted source. Royal Mail gathers data on new home developments from local councils and from their postman. Who are physically out there seeing the changes and developments in their local areas.