{"id":76595,"date":"2016-08-22T09:00:00","date_gmt":"2016-08-22T08:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=76595"},"modified":"2017-02-07T14:49:08","modified_gmt":"2017-02-07T14:49:08","slug":"using-data-insights-target-home-mover-market","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/customer-segmentation-targeting\/using-data-insights-target-home-mover-market\/","title":{"rendered":"Using data and insights to target the home-mover market"},"content":{"rendered":"

How to target your customers at the very moment they want your products<\/h2>\n

Does your data tell you when<\/em> and why<\/em> your customers are most in need of your products and services? Can it deliver that insight right at the time the need arises? We explain how marketers can use data and insight to target home movers, ensuring they reach them at the time they\u2019re most likely to engage.<\/p>\n

Marketers are always looking for better ways to acquire prospects, retain and engage their existing customers. Each year, UK companies lose over 20 per cent of their customers, according to our research<\/a> with nearly 200 of the UK\u2019s leading marketers.<\/p>\n

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The research also highlights the fact that 45 per cent of UK marketers say replacing these losses with new customers is their biggest challenge. For the remaining 55 per cent, re-activation, up-selling, retention and cross-selling to existing customers are the biggest challenges.<\/p>\n

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Marketers can respond to these challenges by unlocking the potential of their customer data. Not only to identify who their customers and prospects are, and the products or services best suited to their needs, but more importantly to understand when<\/em> and why<\/em> they are in-market. This is the power of home mover marketing.<\/p>\n

Why target home movers?<\/h3>\n

Moving home is a significant life-event for most people. It\u2019s a time when existing relationships with suppliers, such as utilities, telecoms, media, insurance and financial services providers, are reviewed. Further research revealed that 65 per cent of home movers switch suppliers or engage with new brands during the home move period. It\u2019s also a time when people go looking for new products such as homewares, furniture, or electrical goods. For some it\u2019s a great opportunity to hone DIY and gardening skills. Others go looking for specialist services from interior designers, landscape gardeners and home improvement companies. The need for professional services also increases during this time, which can be good news for lawyers, financial advisers, and accountants.<\/p>\n

Conservative estimates based on research from both YouGov and money.co.uk revealed that the average home-mover spends around \u00a35,000 on move-related goods and services, and \u00a38,000 on home improvements within 12 months of moving.<\/p>\n

Whether upsizing, downsizing or moving from town to country, consumer spending \u2013 and borrowing \u2013 increases when people move home. From the moment people start looking for a new home or put their house on the market, movers are active purchasers, borrowers and switchers.<\/p>\n

A market that\u2019s always on the move<\/h3>\n

According to the Office of National Statistics, an average of eight per cent of the UK\u2019s adult population move home each year. Understanding when<\/em> and why<\/em> people are active in the home mover market is the key first step to offering them the right product or service at the right time in the process.<\/p>\n

Our Guide to Mover Marketing<\/a> shows that almost a quarter (23 per cent) of home movers upsize to a larger home and 20 per cent move to a better area. These could be indicators of an intention to start or grow their family.<\/p>\n

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Opportunities for marketers<\/h3>\n

Targeting home movers helps marketers overcome challenges including:<\/p>\n