Mover Marketing: Reach Movers First to Gain Customers for Life

It’s “moving season.” August through October presents the largest mover marketing opportunity of the year as it is the busiest time for consumers to purchase and move into a new home.

Did you know?

  • Consumers make 70+ brand decisions during a move, and they spend an average of $9,000.
  • Movers are 5x more likely to become long-term customers.

Identify and Reach More New Movers

Mspark has MORE data sources than the standard mover program.  This means two very important things:

  1. The number of data sources allows us to identify as many new movers as possible, which allows you to reach 15% more movers than your competitors. These triggers are based on consumer actions in the marketplace and the timing of when they take these actions.
    • National Change of Address (NCOA) – Only 30% of movers complete an NCOA. Mover programs that are heavily reliant on this as their data point are missing 70% of new movers.  Additionally, these forms being completed is reliant on the consumer, meaning they can occur at any time pre or post move.  This creates an issue with the timeliness of the data and where they are in the moving process.
    • Utility, Phone and Cable connects create a higher quality data source as these are standard services established by movers and some of the first steps completed after purchasing a home.
  2. The number of sources helps validate a true mover. Other mover programs lack the data sources and validation processes needed to complete this step.  For example, someone making a change to a cable provider will trigger a potential mover.  With our data sources and validation process, we can confirm if that person hits multiple triggers, which increases the quality of the lead as a mover and not someone simply switching service providers.

Reach Movers Faster than Your Competition

With Mspark’s Quick Connect mover program, you have access to our validated new mover list that is updated DAILY. Once that list is received, an automation process identifies all movers that fall within our client’s defined trade area.  That final list of new movers is sent to the printer within hours of receiving the daily data feed.  The printer then prints and turns those pieces around to the mail stream within 24 hours.

Other mover programs do not support daily list and printing feeds.  The data gathering occurs over a week or more before validation. The files are then sent to print where standard printing timelines apply.

Speed to Mailbox: Mspark uses First Class postage which ensures the fastest delivery times for your message. Other mover programs use 3rd class mail which typically takes a week or longer to arrive.

Many other mover programs use a co-op package that includes multiple advertisers.  The standard for these programs is to go to market once a month or quarterly, meaning your message arrives long past your target audience’s move-in date.

Source: Speedeon

Scroll through our mover case studies below to see how businesses like yours have benefitted from adding mover marketing to their marketing strategy. Reach out today to discuss how we can help you reach more movers and gain customers for life.

 

Dental Group Decreases CPA by 44% with Integrated New Mover Program

DENTAL: INTEGRATED NEW MOVER POSTCARD + DIGITAL DISPLAY

CLIENT CHALLENGE:

  • This dental group wanted to increase their new patient numbers for 5 of their Illinois locations focusing efforts on new movers coming into area.
  • Wanted to communicate with new movers before their competition to ensure best possible response.
  • Client Success Metric: Cost per acquisition (CPA) goal of $50

OUR APPROACH:

  • New Mover Postcard + Geo-Fenced Digital Display targeting new movers within a 5-mile radius of each location. 6-month test.
  • Offer: $49 New Patient Special, $169 In-Office Whitening
  • Key Takeaways: 
    • This integrated marketing approach had the lowest cost per acquisition vs. other print only methods.
    • Client doubled their monthly investment in this program as a results of the success of the program.

The Results

$13 ROAS

for every $1 spent

$22 CPA

savings of 44%

5.5%

response rate

Furniture Retailer Achieves 875% ROAS By Targeting New Movers 

FURNITURE RETAILER: TRIGGER-BASED NEW MOVER POSTCARD

CLIENT CHALLENGE:

  • A local furniture retailer was looking for a cost-effective way to attract consumers who had never been in their store to come in and make their furniture purchases with them over the competition.
  • Client Success Metrics: Return on Ad Spend (ROAS)

OUR APPROACH:

  • Trigger-based New Mover Postcard targeting client’s key geography within delivery area.
  • Offer: 10% OFF entire purchase | Financing Options
  • Key Takeaways: 
    • Reaching movers as early as possible during their decision-making
      process helps gain new customers during a critical, high spend,
      trigger-based purchasing event.
    • Client continues to utilize this New Mover marketing tactic as part of
      their marketing mix.

The Results

$8.75

for every $1 spent

Local Pizza Client Achieves 6x Greater CTR than Average 

PIZZA: INTEGRATED NEW MOVER POSTCARD + DIGITAL DISPLAY

CLIENT CHALLENGE:

  • Operating since 2016, this local pizza business serves authentic NY Style Pizza and was looking to increase their sales during traditionally slower Summer months.
  • They wanted to supplement by establishing brand loyalty with new movers in the area.
  • Client Success Metrics: .20% CTR

OUR APPROACH:

  • New Mover Postcard + Geo-Fenced Digital Display targeting new movers in key geography.
  • Offer: $5 OFF order of $25 or more
  • Key Takeaways:
    • Integrated new mover programs generate much higher CTR’s than industry averages.
    • We can identify more new movers, quicker, almost a full week ahead of the competition.  Thus, establishing brand awareness and engagement faster.

The Results

300%

ROAS

.64% CTR

3.2x greater than client goal

National Telecom Company Decreases New Mover CPC by 67%

NATIONAL TELECOM COMPANY: NEW MOVER PROGRAM

CLIENT OBJECTIVE:

  • A National Telecom Company was looking for a cost-effective way to accelerate new customer acquisition by targeting consumers who were planning to move in the near future.
  • Client Success Metrics: New Mover Cost Per Call (CPC) target $120-$150

OUR APPROACH:

  • New Mover Postcard: Utilize Mspark’s Quick Connect Program to strategically target Pre-Movers in their serviceable area.
  • Set up a frequency campaign that will mail a personally addressed postcard that will hit the Pre-Mover’s mailboxes within 2-3 days of being triggered.
  • Use a strong offer that addresses the Pre-Mover directly and features a no-contract option.

The Results

-67% CPC

over 5 months, achieving $49 CPC

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