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The moving population is one of the most fascinating and lucrative
consumer markets available to any business or organization. Moving
is a life-changing event and life-changing events cause individuals
to re-evaluate their lives due to necessity of being in a new
environment. As well, moving is a “fresh” start or
a new chapter of life causing individuals to re-examine their
loyalties, habits and lifestyles.
Offers and invitations from businesses and organizations
are warmly received during the moving transition as individuals
and families begin to craft out their new life.
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» Families who find themselves unfamiliar with a new neighborhood
have become the most receptive market segment, and nearly 43 million
Americans move every year.
» 1 in 5 families move each year: that means
20% of all Americans.
» New residents are 5 times more likely to
become loyal customers, and are highly susceptible to changing
their brand-loyalty after a move.
» New residents spend more in the first six-months
after a move than existing residents spend in 2 years.
» Experts assert that families who have recently
moved are highly motivated by an internal need to replace what
they had lost by moving into a new area. They desire to feel "settled
in their new surroundings, and therefore will actively seek out
new restaurants, salons, banks, health care professionals, recreational
activities, fitness centers, pet suppliers, auto repair specialists,
and home care professionals.
» According to an article in The Columbus
Dispatch's February 19, Bizsmart Column, "The bottom line
is that, when you are looking for new customers, new residents
are the best of the best."
» Studies have shown that while typical direct
mail campaigns have a 2% average response rate, new resident response
rates normally run between 8% and 50%, depending on the incentives.
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