HOW POSTCARD MAILERS CAN HELP YOU TAP THE MOVER MARKET
According to the U.S. Census Bureau, approximately 29.8 million people last year had a change in residence. Though this number is down slightly from the previous year’s 31 million, it still seems that roughly 9% of Americans move each year. It’s a lucrative market that has created an industry of moving and storage services to aid those who are between chapters of their life. These are not the only businesses that can benefit from the mover market however, as according to Zillow’s Mover Study:
- Movers spend an average of seven months making move-related purchases
- 21% of movers spend $10,000 on products and services for their move
- Moving increases the likelihood of the mover purchasing a car within the same year by 90%
- Moving impacts brand loyalty, as movers have an increased likelihood of switching their usual brands
Moving is usually associated with a major life event, like starting a new job, getting married, or having children. Thus, there are all kinds of products and services that the movers could be in the market for, from furniture to office equipment to baby supplies.
Use Postcard Mailers to Reach New Movers
Direct mail is a great marketing avenue to reach new movers with. This is because new movers’ mailboxes are still relatively empty which makes the mail that they do receive stand out that much more. (Not to mention there is a kind of novelty to receiving mail at a new residence).
New movers need to replace all of their shopping venues, entertainment sources, service providers, grocery stores, restaurants, doctors, repairmen, etc. They’ll be trying to establish their go-to locations for all of their needs, which is why you’ll want to be the first in line for a shot at their business. They may be unfamiliar with the area, so getting in contact quickly is of the essence.
The longer you wait to contact new movers, the more likely they’ll have already found an establishment in your industry that fits their needs. Depending on where your business is located and what you provide, it may be wise to conduct mailouts to mover lists nearby on a monthly or even weekly basis. Do the research on move-in rates and demographics for your area to figure out what would be the most profitable for your business.
Ensure the Success of Your Mover Postcard Campaign
When putting together a direct mail campaign to target new movers in your area, there are a handful of things you will want to keep in mind. The first is that you will definitely need a mailing list that is accurate and up-to-date. This alone will be difficult because about one third of movers fail to update their addresses with the U.S. Postal Service. So, it would be better to work with a mailing company or agency that can find and provide high-quality, frequently updated mailing lists from reputable data aggregators.
In addition, you will need to establish whether you want to mail to new homeowners, new renters, or both when getting your list. In addition to income level, homeowners and renters can differ greatly in terms of needs. Renters don’t usually require general maintenance, lawn care, pest control, or pool services. However, as apartment owners tend to encompass younger age demographics more so than homeowners, they may have a tendency to eat out more often, making them optimal targets for restaurants. Some services are used by both groups in equal capacity though, like car repair and healthcare, so decide based on what most closely aligns with your customer base.
In terms of design, consider including a coupon for a deep discount, free trial, or free gift in your direct mail piece. A “new neighbor” discount is a great way to incentivize the customer to try your business and start building a relationship right away. Make the offer especially generous – something they can’t refuse like a free pizza, car wash, or oil change. Moving is an expensive process so the mover will appreciate anything that saves them money. The more generous the offer, the more likely it will get new customers in the door.
Lastly, consider a follow-up to your campaign. Once a prospect has redeemed your initial offer, try sending them another one as thanks to get them coming back and building brand loyalty. If the customer enjoys what you have to offer, you will be their go-to business before long!
Of course, there are a lot of aspects to think through while setting up a direct mail campaign. This is why you should contact Cactus Mailing, a professional direct mail company with years of experience that can take you step-by-step through the campaign creation process. We’ll help you get the list you need to get movers moving to you! Call us or fill out the form below to get started!