Every year, from spring through early fall, millions of Americans pack up their homes and relocate, prompting a flurry of buying activity.
During this time, new movers spend an estimated $170 billion on essential goods and services. They’re in a transitional mindset: trying new brands, forming new habits, and making high-stakes decisions.
That makes them an ideal—and time-sensitive—audience for retail and commerce brands looking to grow their customer base and protect existing relationships.
Why New Movers Matter to Marketers
People who are about to move or have recently moved into a new residence typically need to:
- Set up internet, cable, and utilities
- Purchase furniture and appliances
- Find local services like gyms, healthcare providers, or child care
And since they’re establishing new routines, they’re more open to trying new brands. In fact, movers spend an average of $17,000 setting up their new homes, according to a recent Realtor.com survey.
That means movers are both an acquisition and a retention opportunity. If you’re not reaching them at the right time, someone else is.
How to Market Effectively to New Movers
1. Use Predictive Data to Spot Them Early
Accurate, real-time data is essential for identifying when someone has moved—or is about to. PebblePost sources mover data from public records, utility connections, and subscription activity to pinpoint households in transition.
This allows marketers to get in front of consumers during the short but critical window when buying intent is high and brand preferences are still forming.
2. Personalize Messages Based on Real-Life Needs
Movers are highly responsive to marketing that reflects their current situation. A family settling into a new home may seek discounts on home improvement, nearby restaurants, or local insurance providers.
Relevance is key: Use behavior-based targeting and demographic insights to send offers that meet their immediate needs. And don’t forget your existing customers—help them find your nearest location or continue service smoothly after their move.
3. Go Beyond Digital: Meet Movers Where They Are
An effective omnichannel strategy includes both online and offline touchpoints. Email or digital ads alone might not break through the noise during a chaotic move.
Programmatic Direct Mail (PDM) can work wonders for this audience. Our research shows:
- 41% of new movers pay more attention to physical mail than email
- 69% enjoy checking their mail during a move
PDM reaches consumers with personalized offers at their new address, reinforcing brand messages in a highly visible and tangible format.
What Makes PebblePost’s Optimized New Movers Different?
Broad, outdated mover lists waste budget and miss the mark. Our Optimized New Movers audience leverages a powerful mix of identity, intent, and transaction signals to identify and engage the right people at the right time. We refine the audience using:
- Machine learning based on your most valued customers’ traits
- Real-time online intent data from hundreds of leading brands
- Your performance goals and campaign budget
Once a mover is identified, a personalized postcard is dynamically printed and sent within days. That message may include:
- Store-specific location info
- Messaging specific to new movers
- Offers designed to drive immediate action
We also tie transactions across all points of sale back to exposed and control audiences, giving you a holistic view of ROAS, true incrementality, and the direct impact of marketing campaigns
Case Study: Furniture Brand Moves Movers to Action
A national furniture retailer wanted to reach movers ready to make big-ticket purchases. Using PebblePost’s Optimized New Movers audience, they:
- Targeted movers with the highest purchase intent
- Sent dynamically personalized postcards with the nearest store location
The result?
- 25x improvement in incremental ROAS
- 79% lift in conversion rate
- The retailer expanded the program with an always-on strategy
Ready to Convert Movers Into Loyal Customers?
PebblePost can help you turn high-intent movers into high-value customers. Reach out to learn how Optimized New Movers can support your next acquisition or retention campaign.
