How to Get the Attention of New Movers
Before the Competition
To put it simply, the new mover market is huge, and it’s growing. 13.8% of Americans, which calculates to over 40 million people move every year. All of these new residents are looking for the same things – doctors, grocers, handymen, pizza shops, dentists, groomers, dry cleaners…we could go on and on. They’re looking for brands they can trust, but they’re also hoping that, during this busy time, brands will make their way to them. Between unpacking, organizing, and settling in, they have enough on their plates already, so they’re relying on word of mouth, marketing, and advertising to speak to them and tell them where to go and who to trust.
The industry itself is growing at a pace of 3% each year – despite rises and falls in the economy. Basically, no matter what, people are moving, and they’re moving more and more as the years roll on.
Not only are new movers looking for new stores and companies, but they’re also looking to spend. In fact, “new mover annual expenditures exceed $150 billion and they’re five times more likely to become long-term customers if you reach them first,” (V12). Statistically, they spend more in the first six months than the average customer spends in three whole years.
Most new movers are within the younger demographic – couples between the ages of 18 and 34 who have one or two children. These small families have various needs, from childcare, to physicians, to dinner. They’ll be looking for several new businesses to rely on and buy from, and if you treat them well, they’ll return to your business again and again. But…to even get this chance, you’ll need to be the first business to catch their eye.
First impressions are everything when it comes to new movers. Not only are they meeting their new neighbors for the first time and deciding who they’d most likely ask over for dinner or get drinks with, but they’re seeing and judging businesses in their area and deciding which ones they’ll give a chance. With one glance at your website, mailer, or advertisement, they’ll decide whether they want to look further into your company, or not. That’s why it’s so vitally important that you have a solid brand that’s accompanied by excellent marketing, such as mailers, emails, and display ads.
The best part about establishing your brand with new movers is that, if you reach out to them correctly, they’re likely to develop brand loyalty. These new residents are looking to establish a routine wherever possible. After all, humans are creatures of habit.
Once they find that hair salon, Italian restaurant, or grocery store they love, they’re liable to adamantly stick with it. “They don’t need to be convinced or heavily marketed to because they already enjoy your products and prefer them even to competitors with similar offerings,” (SproutSocial). But, in order to acquire brand-loyal customers, your messaging needs to be relevant to them, inspire trust, include special offers, and be delivered where customers will notice it (whether that be in the inbox, mailbox, or social feed).
The Buy Out
Now that you understand the new mover potential, here are some of the best techniques to acquire them:
- Use Omnichannel Campaigns like those that Strata offers – using a combination of direct mail, digital ads, emails, and more, can catch and keep the attention of potential customers.
- Think about what will set you apart from the rest of the competition. Use free gifts, rewards programs, personalized landing pages (PURLS), and free samples/analyses to entice.
- Ensure your messaging is on-point and relevant to the customer. Use personalization wherever possible (ex: Amy, come by and try our delicious pizza!) to catch their attention.
And, while omnichannel marketing may be the best way to reach new movers, it doesn’t have to break the bank. Omnichannel campaigns like our SmartMove and SmartMove Lite products can be completely customized based on your budget. And, even though it takes multiple touches to create a lifelong customer with brand loyalty, a few touches to that potential customer are better than none.
So, are you ready to capitalize on the 40 million people moving each year? We can help you reach your new neighbors first, before the competition, and make a lasting impression. Contact us to see how we can help you get started.
How to Digitally Reach New Movers – First
The Digital Age
Year after year, communication and information gets increasingly more digital – and connectivity through devices such as smartphones, laptops, and tablets grows more and more. Although this connectivity is amazing and progressive, especially right now, when we’re forced to solely communicate behind a screen to combat Covid-19, this digital world also comes with its challenges. Marketers like us have so many avenues to connect with current and potential clients, but those clients also have just as many avenues to miss, ignore, or reject us. “The amount of information available makes it difficult for us to focus on one thing,” making it hard to catch the attention of potential customers.
That being said – even when a customer is trying to focus on one company or objective, they’re often bombarded with other advertisements, notifications, and messages. Sometimes, “our own technology gets in the way of us creating that meaningful bond.” Our need for instant gratification can sometimes take us away from what we really want or need, and all of these different avenues of communication can cause an extreme lack of focus. On the other hand, customers are able to find out so much information, when and where they want to, at the push of a button.
Digital’s Effect on Marketing
This digital age has, like we concluded above, had a significant impact on the way we market to potential customers. Today, there’s a lot more to think about when it comes to reaching the correct audience, where and when it’s best to.
Before the digital age, marketing was simpler. Customers were targeted in a more generalized manner and only at times that would make sense to market to them. They were watching TV? They’d see an ad. They were on the train? There’d be a sign in front of them. They were driving? They’d pass a billboard. Different than now, they weren’t as constantly bombarded with information. They could choose to stay away from it entirely, really, if they wanted to.
Back in the day, companies marketed their “manufacturing prowess” – their skill at creating their product. There was no need to create a brand identity or use trendy messaging, because their product worked (and worked well), and that was all it took to convince customers. Companies also worked to reduce costs and limit choices for their customers. And the bigger the better – the more “well known” and big-business you were, the more trust people had in your company.
Fast forward to today, and things are a bit different. Now it’s all about “reducing friction” – making sure that it’s easy to understand, acquire, and/or sign up for your product or services. We’re still all about reducing prices, but not at the expense of quality. Marketing today is less about big companies and large corporations, and more about establishing a brand, a mission, and a community of customers and/or users. Lastly, it’s all about the two-sided network effect: “the effect of an improved user experience creating more demand, leading to more supply and more supply facilitating more demand — a staple of the digital age.”
As we said before, in this new age, consumers and companies can tap into and understand each other far more than before, through research, online tools, social media, analytics, and more. This, along with convenient and common communication platforms, creates a better experience for both sides, for the most part. Because of instant gratification and constant connection with technology, customer service is always on. Customers expect your company to always be available, at a rapid speed, no matter what hour of the day, and if you are or not, they’re bound to leave a review that lives online forever.
Digital hasn’t only given the customer greater access to you – but you greater access to your customer. You now have the ability to meet them with digital ads and other messaging on specific channels you know they’ll be.
Digital for the New Mover Market
Since it’s become a more exact science to meet your customers exactly where they are, meeting a large potential market – in their new homes – can be more accurate than ever before. New residents are in such a unique stage as potential customers, actively looking to establish brand preferences. Statistically, 70% of new movers make a decision on a company within 2 months after they’ve relocated. With this small window, it’s as important as ever to send them the right ads, messaging, and other digital communication to reel them in. In addition, “new movers are 2.8 times more likely to search for ‘How To’ articles after moving.” Make sure your digital messaging and communication is rich in content and out there for these new movers to find. Producing informative and unique content, whether it’s on social, in blogs, or in other online articles, establishes a level of trust that other companies may not be able to provide.
Additionally, you’ll want to make other digital connections with these new movers through social media, online assistance, digital display ads, and loyalty program offers. Try to stay “top-of-mind” without overwhelming them. Especially right now, when face-to-face interactions are extremely limited, ensure they know you’re there for them through reliable communication, and remember that there’s a human, not just an “additional customer” or number, on the other side. Create authentic, memorable experiences for potential customers, like gifts, unique social media communications, and more. Consistently target these possible customers through unique and eye-catching digital ads to slowly but surely establish brand presence. Lastly, let these potential customers digitally “get to know” you and your team by providing an “about us” page and/or personal bios.
Strata’s Digital Connection to New Movers
Strata knows how important it is to digitally reach new movers, first, and create lifelong, loyal customers. SmartMove Lite quickly establishes connections and makes a first and lasting impression. We do the work on the back end to establish who, where, and when you’re targeting these customers to ensure that you’re reaching them before the competition. Then, all you need to do is sit back and enjoy the results.
So, are you ready to start turning your new movers into new clients? Contact us to start brainstorming your new mover digital strategy.