Dealer Marketing Magazine (March 2016) – Remember the days when the new family in the neighborhood received a homemade pie and directions to all the cool spots around town from the family next door? Sadly, in today’s increasingly mobile and tech-savvy world, housewarming gestures are rare. And with moving numbers back on the rise, millions of movers are forced to explore their new town on their own and blindly seek out new relationships with area businesses.
There is a solution, however, that benefits both new movers and local businesses, including automotive dealers and repair stores: targeted New Mover Marketing programs, which enable local business owners to welcome new folks to town and offer up free gifts for products and services.
New movers are a mission-critical audience for auto industry business owners. According to a Zillow survey, new movers are 90% more likely than established residents to purchase a car within the first year of their move. Consider these stats from our annual survey of thousands of recent movers:
It’s no secret that fewer neighbors are reaching out with a helping hand when new movers come to town. New Mover Marketing programs allow auto businesses to fill the void, building long-term, loyal relationships with new residents when they arrive.
According to the U.S. Census Bureau, roughly 40 million people move each year, meaning the average business needs to replace roughly 20% of its loyal customers that move away in any given year. The best solution? Target movers coming to town who are eager for new relationships with established businesses.
Most new movers are young (18–34) and typically relocate in response to a significant and transformational life event (marriage or divorce, new job, and/or new addition to the family). As a result, according to an Epsilon survey, they often seek out new and/or upgraded products and services. They spend, on average, $9,000 on goods and services during a move, and rely heavily on word of mouth and direct mail to make smart decisions.
This means these movers spend the same amount in a matter of months on new products and services than a settled family spends in years. The businesses that reach them first are infinitely more likely to make a lasting impression that keeps new residents coming back for more.
Nothing showcases the power of any business strategy or marketing program quite like case studies from other business owners in the same industry. These automotive business owners are generating serious results with New Mover Marketing programs:
How can other business owners/ marketers put New Mover Marketing to work for their auto dealership and/or repair shop? These three key tips will help business owners and their New Mover Marketing partner execute an effective program that truly impacts the bottom line:
Countless auto dealers and other auto-based business owners are looking for creative ways to stand out from the competition in 2016. In an improved economy, more people are moving, and in the market for new business relationships, the key catalyst for business owners lies in new mover offers delivered straight to the mailbox, not just another email sent to a digital inbox.
Source: Dealer Marketing Magazine
Michael Plummer, Jr. is Our Town America’s President and CEO. Michael strategically leads Our Town America while maintaining our core principals of connecting new residents to the local businesses in their communities.
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