Three Simple Reasons You Should be Targeting New Movers
When it comes to growing your business, there are a lot of strategies – so many, in fact, that it’s easy to waste a lot of time and resources following strategies that turn out to be wrong for your business, your market, and your investment bandwidth in regards to time and money.
Ideally you would be able to recognize the potential customers who are most worth your time and investment because they’re the most likely to not only try your business but also the most likely to remain loyal to you for years to come. The good news is that this magical group of potential customers exist, and it’s not even that difficult to locate and reach out to them: They’re known as New Movers.
New Movers in Need
Anyone who’s moved house knows the many, many challenges that come along with this major life change: New schools for the kids, old friends left behind, not knowing anyone in town – and a general ignorance concerning the local businesses. That first night in a new house, you don’t know where anything is – from the nearest grocery to the best pizza joint.
What this means for your business is that New Movers are blank slates – they have no existing loyalties to any of your competitors, and no preconceived notions about your business, either. That means that capturing their loyalty is completely within your grasp, and the benefits of aggressively pursuing them are many.
Benefits of Pursuing New Movers
Loyalty: For one, New Movers can be converted to loyal customers with one simple gesture. A free trial, a valuable coupon, even a friendly introduction can be remembered for years later. Imagine you’re an exhausted family having just moved into your new home, and you have no idea how you’re going to get all the services and products you need – and then a business reaches out in a kind, useful way. They’ll know the gift certificate welcoming them to the neighbourhood is marketing – but they’ll also know you could have just sent them an advertisement, and will appreciate the extra effort. In other words, New Movers can be converted into lifetime customers with one mailing.
Value: New Movers are different from long-time residents who often move from business to business chasing the best deals and service. New Movers, captured early, have no experience with other businesses and will tend to stay with the first place they use as long as the service and pricing remains competitive – and that means that their value is much greater than a single transaction. Over the course of years or even decades, their custom adds up.
Networking: New Movers tend to band together and discuss the local businesses and services. This is even more important in the digital online age, when New Movers can find each other more quickly and easily than ever before. Ensuring that your business is the one recommended in these discussions is invaluable.
New Movers need all the help they can get, and appreciate every bit of it, even if it’s clearly marketing-motivated. Don’t let this valuable demographic slip through your fingers!