Important data alert:
People moving into a new neighborhood spend an average of $9,400 on establishing their new house as home, according to a 2015 Epsilon study.
With an average of 40 million people moving in the United States each year, that’s a LOT of money up for grabs.
No wonder new movers are such a sought-after market!
50% of sales go to the first salesperson to contact a prospect.
So how do you get your marketing message to them first? I’ll tell you not only how to do just that, but how to do it without lifting a finger…
Here are three easy steps to turning those new movers into revenue for your business!
Step 1: Identify whether a new mover campaign is right for your industry. (Hint: it probably is.)
New movers need to find new businesses to meet all their needs — a new dentist, a new landscaper, a new HVAC (heating, ventilation and air conditioning) pro…. And you want them to choose YOU, right?
Then you need to hit them with your marketing message — before your competition does!
New mover marketing works for MOST industries, but it’s particularly effective for:
- Family practitioners
- Eye doctors
- Hair salons
- Nail salons
- Day spas
- Dance studios
- Private schools
- Day care
- Music teachers
- Pest Control
- Pool service
- Remodeling companies
- Flooring companies
- Construction and roofing companies
- Window companies
- Carpet cleaners
- Furniture retailers
- Specialty shops
… I think you get the picture! MOST businesses benefit from new mover marketing — but not all.
For example, auto dealerships probably won’t get a lot of traction with new movers. Most new homeowners don’t buy a new car for at least 12 months after their move, according to Target Marketing magazine. (Unless they won the lottery, of course — in which case they’re probably in the market for a new boat, too!)
Think about the moving process from the perspective of the consumer. Does your business offer something they’ll need within the first six moths after relocating?
If the answer is YES, then new mover marketing is right for you!
Step 2: Find the right new mover mailing program.
Reaching this highly valued market isn’t easy — or cheap! I know because I’ve done my research: Most new mover mailing programs range from $0.79 to $1.67 per piece.
As the CEO of a marketing company, I’m always looking for solutions for our prospects and clients. I looked into these programs and I thought, we can do better.
And guess what? I was right!
Last year we introduced our New to Town program, which is not only less expensive than other new mover programs, it’s BETTER because it’s 100% turnkey — and it’s PERSONALIZED!
Here’s how it works:
- We design a postcard for your business that welcomes new movers to the neighborhood BY NAME. (Since the postcards are personalized, every one is different!)
- You tell us what your ideal service area is. (How many miles are people willing to travel to do business with you — 5 miles? 10? That’s your service area.)
- Each month, we pull a list of people that moved into that area that month, print your postcards and mail them.
It’s 100% automated. Once you set it up, you don’t have to think about it again. We’ll keep mailing to new movers every month until you tell us to stop.
The best part? The New to Town program starts at just .60 per piece.
There are no contracts. You can mail as few or as many postcards as you want. And you can stop mailing at any time (although I can’t imagine why you would)!
I invite you to shop around and price out new mover programs. I don’t think you’ll find a better product for a better price (and if you do, email me IMMEDIATELY at Joy.Gendusa@PostcardMania.com)!
Now that you’ve selected your new mover marketing program…
Step 3: Send new movers a great offer — at least three times.
One of the most important aspects of new mover marketing — like ANY marketing — is repetition.
New movers are still getting their bearings! They’re trying to get unpacked and comfortable with their new surroundings. That’s why I recommend mailing to them monthly for at least three months.
Here’s how it might go:
Month 1: Mail your postcard to 500 new movers
Month 2: Mail to that same list a second time, plus a list of 500 people who just moved in THAT month (1,000 total)
Month 3: Mail to the first list a third time, the second list a second time and a new list of 500 new movers a first time (1,500 total)
Month 4: Your first list of 500 drops off, you mail to your second list of 500 a third time, your third list of 500 a second time, and a new list of 500 a first time (1,500 total)
And on and on it goes, keeping a steady stream of new mover leads coming in! (That’s just an example. You don’t have to stop at three months — you can keep mailing to each list of new movers for 6 months, 12 months or indefinitely.)
And when it comes to your marketing offer, remember this:
You have to give a little to get back a lot.
Moving is expensive. Give new movers a deal that really makes them want to call your business. You might try a loss leader (something you can lose money on upfront — or even give away for free — that gets them in the door), and when you deliver amazing service, they become loyal customers, coming back again and again, making up for the initial loss many times over.
It’s all about return on investment (ROI). Think about the potential lifetime value of each new customer!
Ready to start a new mover campaign for your own business? Call our marketing experts at 800-628-1804 to get started! Even if you don’t use our services, the consultation is always FREE!