New Mover Data2024-03-18T10:36:13-04:00

The New Mover Marketing Advantage

A Custom Built New Mover Marketing Program Fueled By Superior New Mover Data
Welcome Home - New Movers & New Homeowners

New Mover Marketing

4 Easy Steps to Welcome Home: New Mover Marketing

STEP 1 | Define the New Mover Audience

While new movers are the core audience, adding in additional demographics, such as household income, age, marital status, will create a more defined audience to engage with your brand.

Additional Customization Options:
  • 2500+ B2C Variables
  • Lifestyle
  • Demographics
  • Transactions
  • & More
Available Segmentation:
  • Predictive Model Scoring
  • Media Mix Modeling
  • Instant Insights
STEP 1 | Define The New Mover Audience

STEP 2 | Choose the Media Mix

Direct Mail is the core of the Program. However, you can customize the marketing mix, display, social, email, CTV, geofencing, and audio ads, to fit your marketing needs.

Available Marketing Channels:
  • Direct Mail
  • Email Marketing
  • Targeted Display
  • CTV | Video | Streaming Services
  • Social Media
  • Geofencing
  • Native | Interstitial Media
  • Audio
Additional Customization Options:
  • Dynamic Variable Printing
  • Dynamic Email Creative/Rationalization
  • Contextual Overlay
  • Unlimited Data Use
  • CRM API
  • Personalized Gift Fulfillment
  • Custom Landing Page or Vanity URL
STEP 2 | Choose The Media Mix

STEP 3 | Schedule Your Campaign

Your Brand is ready to reach your New Movers! Our team of marketing and data experts have put together an audience and plan and just need you to set a date.

Build Your Timeline:
  • Weekly vs. Monthly
  • Creative Updates
  • Journey Mapping
  • Dedicated Team Reviews
STEP 3 | Schedule Your Campaign

STEP 4 | Track Your Campaign!

Tracking your campaign live and in one place. No more hunting down agencies to get the KPIs you need right now.

Dashboard Includes:
  • Direct Mail Tracking
  • Informed Delivery
  • Email (Opens/Clicks/Clicks by Link/Opt-Outs)
  • Social Media (Clicks/CTR/Conversions/etc.)
  • Targeted Display (Clicks/CTR/Conversions/etc.)
  • Customer Profile Analysis
  • Geo Map
  • Google Analytics
STEP STEP 4 | Track Your Campaign

4 Easy Steps to New Mover Marketing

STEP 1 | Define The New Mover AudienceWhile new movers are the core audience, adding in additional demographics, such as household income, age, marital status, will create a more defined audience to engage with your brand.

Additional Customization Options: 
  • 2500+ B2C Variables
  • Lifestyle
  • Demographics
  • Transactions
  • & More
Available Segmentation:
  • Predictive Model Scoring
  • Media Mix Modeling
  • Instant Insights

Custom Media MixDirect Mail is the core of the Program. However, you can customize the marketing mix, display, social, email, CTV, geofencing, and audio ads, to fit your marketing needs.

Available Marketing Channels:
  • Direct Mail
  • Email Marketing
  • Targeted Display
  • CTV | Video | Streaming Services
  • Social Media
  • Geofencing
  • Native | Interstitial Media
  • Audio
Additional Customization Options: 
  • Dynamic Variable Printing
  • Dynamic Email Creative/Rationalization
  • Contextual Overlay
  • Unlimited Data Use
  • CRM API
  • Personalized Gift Fulfillment
  • Custom Landing Page or Vanity URL

STEP 3 | Schedule Your CampaignYour Brand is ready to reach your New Movers! Our team of marketing and data experts have put together an audience and plan and just need you to set a date.

Build Your Timeline:
  • Weekly vs. Monthly
  • Creative Updates
  • Journey Mapping
  • Dedicated Team Reviews

STEP STEP 4 | Track Your CampaignTracking your campaign live and in one place. No more hunting down agencies to get the KPIs you need right now.

Dashboard Includes:
  • Direct Mail Tracking
  • Informed Delivery
  • Email (Opens/Clicks/Clicks by Link/Opt-Outs)
  • Social Media (Clicks/CTR/Conversions/etc.)
  • Targeted Display (Clicks/CTR/Conversions/etc.)
  • Customer Profile Analysis
  • Geo Map
  • Google Analytics

New Mover Marketing

Why New Movers?

New Mover Marketing

Why New Movers?

Other Tools for the New Mover Advantage

New Mover Advantage - Buy The List

Get a one-time mailing list of new movers or new homeowners in your area.

New Mover Advantage - Database License

Set up Daily, Weekly, Monthly automated New Mover deliveries

New Mover Advantage - New Mover API

Connect to our New Mover database in real-time with our API tools.

New Mover Marketing

Frequently Asked Questions

New Mover Marketing Program Questions

Q: What are the best media channels to use for the Welcome Home New Mover Marketing Program?2023-11-20T13:23:37-05:00

Direct Mail is the core channel for our Welcome Home New Mover Marketing Program. However, our team highly recommends adding additional cross channel media to engage with your new mover audience. On average it takes 7-13 touch points for a consumer to gain awareness and engage with a new brand.

Q: Are design services included in your new mover marketing program?2023-11-20T13:23:55-05:00

No, Focus USA is a marketing technology company that specializes in delivering custom direct marketing solutions powered by data. However, we have been working with some of the top agencies across the US since 1994 and we are happy to bring on one of them as a partner if you need assistance with design services.

Q: How often can I revise my creative assets?2023-11-20T13:24:12-05:00

We expect updates in creative as your new mover marketing program evolves! We are happy to implement those changes as they come along.

Q: How long does this program take to implement this program?2023-11-20T13:24:29-05:00

Once the schedule is confirmed and all of the creative assets are received, we ask for 7-10 business days to set up, test, and approve.

Q: Can I combine life events into one Welcome Home Program?2023-11-20T13:24:45-05:00

No, each life event would need its own budget and program schedule.

Data Questions

Q: How are the records sourced?2024-01-29T11:25:22-05:00

There are three main types of sources: Deed, COA (change of address), and new phone/utility connects. The Deeds come directly from 3,100+ courthouses as soon as a home purchase is recorded. COAs are self-reported and come from publication subscriptions and private customer files. New phone and utility connect come from telephone and utility companies. We currently have 20 sources included in our new mover and new homeowner database, which we receive daily or weekly.

Q: How accurate is the new mover data?2023-11-20T13:20:58-05:00

Our new mover data goes through extensive hygiene to verify that this audience is in fact new movers. All data is sourced from deeds from over 3,100 courthouses across the country, new phone & utility connections, financial transaction change of address, publication subscription change of address, & private customer file change of address. 73% of these records also have a previous address.

Q: How can I customize my new mover audience?2023-11-20T13:19:09-05:00

We offer thousands of additional consumer data variables available help you customize your new mover target audience. We also have a team of data scientists standing by to help build a predictive model audience for you to overlay and score your new mover audience each week/month to ensure you are only spending money to reach your most responsive new mover audience when they need you the most!

Q: What is the unique qualifier of Focus USA’s new mover marketing data?2023-11-20T13:22:10-05:00

Our new mover data has over 20 unique sources ranging from deed, COA, utility connects, phone connects, and more. All of our data goes through a thorough validation process. For example, for our new connects, we confirm that it isn’t just a new phone line going into the home, but a valid new mover. We do this by cross checking with our other sources and validating the current address on our master database. This ensures that we have fewer false positive moves than other sources on the market. We also receive the data within 14 days of the actual move. Our data has been tested by a third party with other very well-known new mover files in the marketplace. We have shown to have more unique records and receive the new mover data quicker than those other sources

Q: Can I test the data before I sign up for the marketing program?2023-11-20T13:22:28-05:00

Sure! If you are not ready to schedule an acquisition new mover program or trigger based new mover program, you always have the option of purchasing a list for your own onetime use.

Q: What are the average weekly/monthly counts for the Focus USA new mover database?2023-11-20T13:22:46-05:00

The average weekly count is 475,000; average monthly count is 2MM. During the peak summer months the average weekly count is 722,000; average monthly count is 3.2MM.

Q: How many of the 37MM annual movers do we capture?2023-11-20T13:23:03-05:00

A standard NCOA (National Change of Address) provided by the USPS only captures about 50% of all moves, since many people do not report a change of address to the post office. On our new mover database we are able to identify more than 75% of new movers and new homeowners in the US.

Q: Special Consideration – Timing?2023-11-20T13:23:20-05:00
Depending on the offer, if you have not invested in any new customer data acquisition insights, we suggest testing multiple timing segments to identify the best window for your new mover mailings. We have found that some furniture companies see the best results when within a 1 month window during or after a move, while others get the best return within a 2-3 month window. Make sure to confirm any hypothesis about timing before rolling out an annual program.

New movers’ spending behavior averages $9,000 per move32 million people moved within the U.S. in 202237% of New Homeowners are first time buyersNew Homeowners Average Length of Residence = 6.5 years55% of New Movers stayed in the same county19% of New Movers remained in the stateAverage Age of New Homeowners is 39New Homeowners Average HHI is $65,00064% of New Homeowners own at least 2 vehicles1 in 11 homeowners move yearly70% of New Homeowners purchase by mail77% of New Homeowners are aged 24 – 651 in 3 renters move at least once annually.

32 million people moved within the U.S. in 202237% of New Homeowners are first time buyersNew Homeowners Avg LOR = 6.5 years55% of New Movers stayed in the same county19% of New Movers remained in the stateAverage Age of New Homeowners is 39New Homeowners Average HHI is $65,00064% of New Homeowners own at least 2 vehicles1 in 11 homeowners move yearly70% of New Homeowners purchase by mail77% of New Homeowners are aged 24 – 651 in 3 renters move at least once annually.

New Mover Marketing

Resources

2023 New Mover Year-End Review

The Intersection of Housing, Economics, and Migration – In the wake of the global pandemic, the landscape of the new mover and new homeowner markets has undergone significant changes.  As we navigate these shifting dynamics, it’s crucial to assess the implications for your 2024 new mover marketing strategies.

The Power of New Movers in Marketing

The Power of New Movers in Marketing – New Movers have a high level of buying potential. New movers typically need to purchase a variety of goods and services when they move, including furniture, household items, and local services. As a result, they are often more willing to spend money than established residents.

Meet Betty

Timing Is Everything – With the vast amount of data at our disposal today, as marketers we have a wide range of options to choose from. But selecting a target audience is only one piece of the puzzle, right? …We decided to take a closer look at consumers and how their spending patterns changed after major life events.

2024 New Mover Marketing Annual Guide

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