Buying a home is one of the biggest investments Americans make — but according to a recent survey by American Home Shield (AHS), nearly half of homeowners (46%) said they didn’t fully understand the true cost of homeownership before signing on the dotted line.

From down payments to furnishing, repairs, renovations, and unexpected fees, the first year of homeownership can cost nearly $87,000. And that doesn’t even factor in the stress: over half of homeowners report anxiety about repairs and maintenance, while 27% say keeping up with it all is overwhelming.

For new movers, this financial and emotional load makes one thing clear: they need trusted local businesses to guide them through the transition.

What Homeowners Wish They Had Known

The AHS survey uncovered the biggest areas of regret for first-time homeowners:

• Unplanned expenses – 56% had no repair budget, and 42% didn’t budget for furnishings.
• Neighborhood fit – 22% later wished they had paid more attention to their neighborhood before moving.
• Ongoing maintenance – 51% feel anxious about things breaking in their homes.

While hindsight is 20/20, these insights shine a light on how businesses can support movers as they navigate their new chapter.

Why This Matters for Local Businesses

Every challenge a new homeowner faces is an opportunity for local businesses to provide relief and build lasting relationships.

• Furniture & Home Goods: Movers often underestimate furnishing costs, making offers from local furniture, décor, and appliance stores especially valuable.
• Home Services: Landscaping, HVAC, plumbing, and handyman services become a lifeline when unexpected repairs pop up.
• Everyday Essentials: Restaurants, grocery stores, and gyms can provide comfort and routine when movers are overwhelmed.

By showing up with helpful, timely offers, local businesses can become part of a new mover’s solution — and often win a customer for years to come.

How Our Town America Bridges the Gap

At Our Town America, we’ve been welcoming new movers and connecting them with trusted local businesses for over 50 years.

Through our New Mover Marketing program, we:

• Deliver a warm, gift-style welcome the week families move in.
• Provide exclusive offers that help stretch movers’ budgets.
• Introduce local businesses at the exact moment movers are looking for trusted providers.

The AHS data makes one thing clear: moving into a new home is about more than square footage. It’s about financial strain, emotional stress, and the search for community.

Local businesses that step in early — with a friendly invitation through Our Town America’s program — can turn homeowner stress into long-term loyalty.

👉 Ready to see how many new movers are arriving in your area each month? Request a free ZIP code count today.