Creating Brand Loyalty by Catching New Movers Early

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Even when the economy was at its worst, new movers were still spending. According to the U.S. Census Bureau, over 40 million Americans move every year. New movers are in need of all types of products and services associated with their transition. Lead Generation Company AccurateLeads discloses recent research that finds businesses getting their message to new movers early have the best chance to develop brand loyalty and capitalize on the thousands of dollars surrounding every new move.

New Mover Mailing Lists
It is estimated the average new mover will spend around $7,000 in the first three months.

Even when the economy was at its worst, new movers were still spending. According to the U.S. Census Bureau, over 40 million Americans move every year. New movers are in need of all types of products and services associated with their transition. Lead Generation Company AccurateLeads has found that businesses that get their message delivered first have the best chance at branding their name, building customer loyalty and capitalizing on the thousands of dollars surrounding every new move.

In September, Epsilon released the results of their annual 2012 New Mover report. They examined brand loyalty and the spending habits of consumers as they moved from one area to another. The study proved what common sense has long dictated, moving homes is an expensive process. Yet many product and service providers may be surprised at how much of the expense the movers incur tends to be discretionary, and thus essentially up for grabs. Aside from the obvious expenses of hiring moving services or renting vehicles, people moving into new residences tend to spend their money on a variety of goods that would typically not be in their purchasing set. Once the spending has already started, it is easier for people to justify squandering away more money.

For the marketer looking to capitalize on the willingness of movers to spend, the best methods involve making products and services simple to find. People in the midst of a move are busy, easily distracted, and potentially frustrated. AccurateLeads has found that marketing channels such as email and phone are seen as intrusive to new movers who are already preoccupied. Even in this digital day and age, direct mail is still the best way to get your business recognized by people new to an area.

According to the research conducted from Epsilon’s Channel Preference Study, 62% of movers favor direct mail when receiving information about possible products and services. The simplicity that comes with a piece of direct mail can be a welcome break from the hectic realities of moving. A mail piece can tell a customer all they need to know about a potential company, at a time they choose, with minimal investment of attention.

Most every type of business can profit from those in the midst of switching homes from the items needed in the new residence to local restaurants. Yet when Epsilon examined brand loyalty, not all movers stayed with their current services. In fact, studies show 60% movers changed brands in Home Services, 63% in Professional Services, and 48% in Appliances. A savvy marketer can help to fill the niches left open by a move with their products and services.

While in recent years the real estate market has suffered, current research by the NRA (National Association of Realtors) found that new home sales have been rising by 20% so far in 2012 and will reach 600,000 by 2013. Furthermore, according to Hope Yen of Associated Press, the great recession is slowly recovering and the number of adults moving into new residence is at a 4 year high. Now is the time to take advantage of this trend and market to this segment of people.

Jets Pizza franchise owner Jeff O’Conner has experienced a 20% redemption on his monthly new mover direct mail campaign. O’Conner has found that social media is good for customer retention but does very little to get someone to the door. Targeted direct mail has been found to be one of the best mediums in reaching out to this demographic that spends quite lavishly. What is your business doing to get in front of new movers?

AccurateLeads is a leading provider of direct marketing services that help businesses grow their client basis. Founded in 1984, AccurateLeads has developed a unique process that helps businesses create an individualized multichannel marketing plan to stimulate growth and out brand competition.

For additional information feel free to call our toll free number at any time: (800) 685-4787.

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Blake Newton
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