May 12, 2016
By Keith Huntoon
Did you know 40 million Americans move each year? Having just moved, these individuals and families want their new place to feel like home and often are willing to pay for the feeling.
Most marketers know “New Movers” spend, on average, over $10,000 on their home in the first six months. To capture new prospects, many marketers participate in new mover programs and/or drop dedicated postcards or catalogs. These programs typically take two-plus weeks to arrive in home and have to compete with all the other offers crammed into the mailbox. The odds of a product or service standing out from the crowd is sadly, very low.
So, what can you do to differentiate yourself from all of your competitors?
Within days of a move, ADvantage can deliver your message to "New Movers" where they are most active: Facebook and Instagram.
Individuals who have recently moved will often post on Facebook and Instagram about the move and their new place. They post before and after pictures, photos of friends who helped them move, and images soliciting advice from friends and family on paint colors to choose or services to use. As they post and read responses from friends and family, they can be served your ads while they are in the exact moment of needing your product or service.
If you want to keep your message simple, serve a static ad targeted to your audience on Facebook with a discount for first time buyers. If you have a collection of wares, use a highly engaging five-image Carousel or seven-image Slide Show ad.
If you already have “New Mover” data, LiftEngine can help you activate it on Facebook and Instagram. If you don’t, we can find qualified “New Movers” using LiftBase, our consumer database of over 250 Million US consumers. Regardless of data source, we can develop a weekly program to help you stay in front of competitors, consistently over time.
Whether renting a new apartment or buying a new home, moving is a life event that triggers significant purchases and potentially, creates a lifetime relationship with retailers. Most new moves happen in June through August, so harness the ADvantage of Facebook and beat the competition.