What Issues Might I Run into When Setting Up a New Mover Marketing Campaign?

01.05.2023 Caitlin Lally

A Strata YouTube Channel Original

In our last few blogs (and their corresponding YouTube videos), we’ve gone over the basics of new mover marketing, the best workflows and incentives, and how to choose the right partner – as well as steps to get you started. Finally, as we know not everything always goes smoothly, we’re going over some of the most common issues that arise for new mover marketing campaigns, and how to fix them.

A Brief Review of New Mover Marketing

To give you a brief refresher, new mover marketing is a specific, niche marketing tactic that’s designed to reach new residents in your area. It’s one of the most effective ways to bring in new customers that have just recently entered your specific target market. When it comes to new movers, they’re nobody’s customer, yet – so it’s an effective tactic to make a good first impression at the same time they’re looking for your product or service.

A Quick Note

When you hear that there are issues with your campaign, your first reaction might be to think that your campaign wasn’t a success, but we’re here to tell you that campaign issues aren’t always bad. They’re absolutely normal, and can even be good for the future success of your current and additional campaigns! Even when you research and prepare as much as possible for your new mover campaign, problems can, and likely will, still arise throughout the process. Issues are typically seen as “stepping stones” that help to enhance and optimize your campaign. If you’re able to properly think through them, problems can help you get a better understanding of your audience and make the necessary adjustments for success. Overall, it’s better to know and understand these issues, than to not know about them at all. If you’re working with the wrong partner, not knowing about issues could be the case. You could think it’s just “all going smoothly”, and that “no news is good news” – but be aware that no news could mean no tracking. Be sure to pick a new mover marketing partner or program that can provide quality data and reporting so you can stay on top of your campaign and see how it’s doing, in real time.

Two Common Issues & Their Solutions

The first common issue you may run into with your new mover campaign is a radius that’s too small or in an ineffective area. Depending on where you’re located, your immediate area may not be actively adding new residents. This can make having a successful campaign difficult because, if there arn’t enough new movers in your target area, you won’t have a substantial audience to send your marketing piece(s) to. In addition, double check your lists and data. You may be accidentally targeting someone who recently moved but within the same area (we call these “same zip movers”). Since they’re already set in their routine, these residents won’t be on the hunt for a new place to visit or try out.

Another issue you could run into? Accuracy and reliability of your list(s). With an inaccurate list, you may be targeting the wrong people. These could be people who don’t want and/or need your service, so sending them your campaign would not only be a waste of their time, but also yours. As long as you have the right new mover marketing partner, there’s a good chance you won’t run into this problem. Remember, new mover marketing’s all about quality (data) over quantity, so pick a company who has access to the best data, not the most.

What’s Next?

Now that we’ve provided you with knowledge on two of the most common issues that may arise when it comes to your new mover marketing campaigns, feel free to head on over to our YouTube channel and check out the full-length video where Caitlin, Strata’s Marketing Manager, will go over additional issues and solutions. If you’re ready to start your next new mover marketing campaign with Strata, contact us today.

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