When individuals, couples, or families move, they're often hit with a plethora of needs as they settle into their new home. These immediate needs for new dentists, barbers, grocery stores, and other facilities make them an incredibly lucrative marketing demographic for many businesses. Getting your brand in front of new movers quickly will give you a major advantage over your local competitors, as you'll enjoy the benefits of first impressions from an audience with no established brand commitments. In this article, we'll further discuss why new movers are a worthwhile demographic to prioritize in marketing and cover some strategies for reaching them.
As mentioned, new movers tend to have a wide variety of needs they must fulfill within the first few weeks after their move. They'll need new places to receive healthcare services, work out, eat, drink, shop, etc. They'll also may have a need for furniture, appliances, home decor, and even new clothes that suit the weather conditions of wherever they've moved to. It's an opportune time to market your services to these individuals because they will be actively looking for companies that provide them. That's why it will be ultimately easier to win business from new movers, as opposed to established residents who already have providers for all of their needs.
From home services to entertainment, there's a wide variety of different industries that can benefit from marketing to new movers. Here are some more categories that your company may fit into:
New movers are in a transition period where they are open to new suggestions and recommendations, making them more receptive to marketing material from local businesses. Being in less familiar territory also adds to their receptiveness, as their heightened sense of awareness makes it easier for them to notice advertising for new products and services. Traditional marketing strategies are especially effective for reaching the new mover demographic because they create personal and tangible connections during this period.
The tangible nature of direct mail is perfect for making an impression on recent movers who are still getting used to their new surroundings. Thanks to mover lists, direct mail has the targeting capabilities to ensure that campaign materials reach households of those who have recently relocated. These campaigns will generally see a higher rate of engagement if they offer products and services that are beneficial to the new mover audience. Offering discounts can further incentivize these movers to visit your business early, solidifying you as the go-to for your industry in the area.
Relocation can often be a time of financial sensitivity due to the costs associated with moving. Discount offers will look especially attractive during these times, so consider approaching this audience with an exclusive coupon. If you can mark down the price of their initial purchases, you'll make it easier for them to make a habit out of buying from you. That's why it's important to get in front of them with an unbeatable offer as soon as possible.
Because they may be in a less familiar area, new movers will frequently use search engines to find the local services that they need. If you can optimize your brand's online presence and maximize your chances of being on the results page when they enter queries related to your business, you'll have a higher probability of receiving engagement from this audience. To do this, you'll need to ensure that your website is well-functioning, easy to navigate, and frequently updated with new content.
Frequently updating your blog or other content on your website will serve as a positive signal to Google and elevate your placement on the search engine results page (SERP) for related queries. Additionally, for location-based searches like "Auto repair shop near me," your website may appear in a "local pack" search result format. This format displays the businesses that most closely match the criteria within the query, their physical location on a map, and some general information from their Google My Business profiles.
To enhance your chances of appearing in this type of search result, you'll want to claim or create your GMB account if you've not already, and thoroughly fill out the information. A more complete profile has a better chance of appearing in the local pack. Also be sure to upload some professional photos of your storefront, staff team, products, or services. Regularly adding new photos can help your profile stay relevant and convey your professionalism to customers.
You can broaden the reach of your social media profile to new movers by creating content about the area in which your business is located. Individuals who are looking for services, food, or entertainment within that area might search via location tags like Houston, TX. Or the algorithms that determine which content is recommended to users will automatically shift to focus on business in their new locale. Either way, if you expand your social media content to include photos and videos that highlight the area in which you operate, you may be able to attract some attention from new movers. This also includes collaborations with other local businesses, charities, events, etc.
A direct mail campaign with digital retargeting is one strategy you can employ to market more effectively to new movers. In this type of campaign, you'll send postcards that introduce your business to new movers with an exclusive promotion or discount. With geofencing, you can reinforce your initial marketing message with follow-up search network ads that match your postcard's design. Geofencing geographically targets the area directly around the recipient's address so that when they browse the web at home, your digital ads will be reserved to them specifically, optimizing your ad spend automatically. This will help remind your audience about your promotion or encourage further consideration as they continue to see your marketing message.
New movers are a lucrative demographic that can quickly turn into long-term customers for your business. It's worth considering what kinds of consistent marketing efforts you can apply to attract this audience. Direct mail postcards are an effective way to target the new mover audience and inform them about your promotional offers. Cactus Mailing has completed more than 50,000 postcard campaigns and has addressable geofencing capabilities for digital marketing follow-up strategies. We can help you develop a campaign to target and mail to new movers and make the most out of your promotional offerings.
Get in contact with one of our direct mail experts today and see how you can expand your customer base with your next campaign.