Targeting New Movers? How will knowing their previous address help customize your offer?
May 13 2011 by admin
Beating out the competition by being first in the door is typically what New Mover prospect mailers strive for. I agree, speed to mailbox is important. However, imagine how you could customize your offers if you knew where the prospects moved from? Did they move from a rural area to a metropolitan area? Did they upgrade from an apartment to a large brick home? Did they downsize from 10 acres of land to a ½ an acre?
Altair has previous address information on 46% of our New Mover file. We also have the insight on how to leverage this data to customize your marketing efforts. For example, if a Home Improvement store utilized previous addresses on their New Mover lists they would know if their prospects moved from an older home to a new construction, from a larger home to a condo, or from a small house to much larger home. This information would allow them to tailor their offers based on their prospects new needs. For example, you wouldn’t want to send a 10% off mailer on the purchase of a new lawn mower to someone who downsized from a home with several acres to a condo.
Having access to previous address information is just one of the many perks of Altair’s New Mover file. We scrub our file to omit “false” New Movers… What is a “false” New Mover? These are people that landed on the New Mover file but did not actually move. For example, a colleague of mine recently switched his phone service provider and ended up on a New Mover file. Within 1 week he received 2 “welcome to the neighborhood” mailers. He has lived at that address for 7 years. Altair received him as a New Mover as well; however, due to our scrubbing process we omitted him from that file.
Utilizing previous address information will allow you to truly customize your marketing offers to new movers. Getting in front of them quickly is equally important. Especially in conjunction with life events such as New Parents, which is another added benefit we offer. Omitting prospects that are not truly new movers keeps your company credible by not welcoming people to the neighborhood that may have lived there for many years not to mention saving valuable marketing dollars by keeping mail costs lower. Making sure the offer reaches the correct people and meets their current needs could be the strategy that seals the deal.
