Capture Loyalty from the First Hello
Over 40 million people move each year in the U.S.—that’s more than 13% of the population, and every one of them needs to build new routines, find new services, and establish new brand loyalties. For businesses looking to grow, this isn’t just a data point. It’s an opportunity.
At Strata, we help businesses harness the power of direct mail to reach new movers at precisely the right time—when they’re ready to discover, decide, and commit. Let’s walk through how to build a smart, targeted new mover campaign that delivers results you can see (and measure).
Why New Movers Matter
New movers aren’t just potential customers. They’re high-intent buyers in active decision mode. In fact:
- 72% of new movers form new brand relationships within the first 90 days
- They’re 5x more likely to become long-term loyal customers compared to non-movers
- New homeowners spend $9,250 on average within their first year post-move
That kind of openness—and spending power—makes new movers one of the most responsive and valuable audiences for direct mail.
The Move Timeline: Timing Is Everything
When you reach someone matters almost as much as how you reach them. Here’s how buying behavior shifts before and after the move:
Pre-Move: Planning & Purchasing
Before the boxes are even packed, movers start making critical purchases—home improvement items, storage solutions, cleaning services, and more. Targeting during this phase lets you offer timely solutions that reduce stress and make life easier.
Post-Move: Urgent Needs & Routine Building
Once the move is complete, spending accelerates. Movers prioritize essentials like grocery stores, healthcare, utilities, and nearby services. It’s a crucial window to introduce your brand and become part of their new routine.
Direct Mail: The Most Trusted Channel
Nothing builds credibility quite like a well-timed, well-designed piece of direct mail. In fact:
- 88% of new movers say they would try a new business after receiving direct mail
- 76% of consumers trust direct mail when making a purchase decision
Direct mail is tactile, memorable, and most importantly—timely. It reaches people where they live (literally), and when paired with smart data and segmentation, it speaks directly to what they need.
Make Your First Touch Count
The key to successful new mover outreach? Make the first impression a lasting one. Your mailpiece should:
- Welcome the recipient to the neighborhood
- Clearly explain your value
- Offer a relevant incentive (think: BRCs with discounts or free trials)
- Encourage response or engagement right away
Need a measurable way to drive ROI? Include a Business Reply Card (BRC) or use a trackable phone number or QR code. The more seamless you make it for them to respond, the more likely they are to take the next step.
Build Relationships That Last
New mover marketing isn’t one-and-done. It’s about building trust over time. A strong follow-up cadence—through additional personalized mail drops—helps reinforce your message and position your business as a go-to resource in their new community.
By planning a thoughtful series of direct mail touchpoints, you can:
- Drive long-term loyalty and referrals
- Increase brand recall
- Encourage repeat interaction
Your New Mover Strategy Starts Here
Whether you’re targeting by ZIP code, homeownership status, or behavioral insights, direct mail gives you the control and flexibility to craft a campaign that truly performs. At Strata, we combine deep industry experience with precise data and fully in-house production—ensuring your message lands exactly where (and when) it matters most.
Let’s turn new neighbors into new customers. Reach out today to learn how Strata can help you create a high-performing new mover campaign that delivers measurable results—no guesswork, no middlemen.