New Mover Programs: An Excellent Way To Find and Replace Customers

WHO ARE NEW MOVERS?
- They're 20% of all the households in the U.S. every year

- All demo’s, all age groups

- Just moved within 30-days of being placed on the list

HOW BEST ARE NEW MOVERS IDENTIFIED?
Multi-sourced compiled lists are most reliable. Single sourced lists (like phone connects) assume a household is a new move when all they’ve done is add a land-line. Examples of sources for new mover records are utility hook up; subscription notification; phones, public records like deeds, real estate closings, etc.).
HOW DO NEW MOVERS BEHAVE?
- They change their shopping habits (estimated 3x more likely to change purchase behavior)

- They spend 10 times more in the first six months after a move than established residents spend in two years.

- They spend 8 times more in their immediate neighborhood than a neighbor spends in the same time period

- They try new brands and establish new loyalties

- They are the most responsive prospects among all direct marketing lists

WHAT DO NEW MOVERS PURCHASE?
New Movers statistics for specific purchases are more readily available for big ticket items. Furniture, appliances, etc. However, one of the most prolific users of our New Mover file is a home improvement/hardware company. Grocery Stores are a growing category for New Mover promotions: Many movers are also “dyi-ers” and the local grocers are not what they were 20 years ago. Most grocers offer a large variety of home items, in addition to the shelf liners, these retailers offer shelves.

See counts below of the number of new mover households per month in major U.S. markets. The tried-and-true, old media methods of reaching people within 30 to 60 days of moving into a new home continue to work well. It's an excellent method for attracting new customers to your store and if you use a "trackable" offer ... you can measure the results.
New mover programs are apropriate for:

Any business-to-consumer enterprise that needs to find new customers and replace lost customers.

Home Improvement (goods and services)

Food, Drug and Liquor

Specialty Retail

Restaurants

Counts of New Moves Per Month: The MSA (Metropolitan Statistical Area) is listed below with two numbers: the first number is the count of new movers living in Single Family Households the second number is the count of new movers living in Multi Family Households.
Boston 14,648 3,633
Chicago 20,589 4,773
Las Vegas 8,631 1,527
Los Angeles 23,357 6,326
Minneapolis-St. Paul 10,232 1,948
Orange County 4,594 882
Philadelphia 17,522 1,358
San Diego 9,049 2,871
St. Louis 11,417 1,274
Washington 18,562 4,022

138,601 SFD New Movers; 28,614 MFD New Movers