A Direct Marketer’s Best Category of New Business

For years sophisticated major mailers have utilized new mover names for their direct mail programs for one very good reason… because new move lists work!

New move lists that are currently on the market usually offer between 1 million and 1.5 million new move names a month. Many of the more well-schooled companies are getting and mailing these names weekly.

When one thinks about it, the reasons are obvious.

Almost like a new year’s resolution, a new move often triggers a sense of wanting “a fresh start”. Often even a short distance move will make people rethink their current relationships with others. The very act of moving can trigger looking for everything from a new church to a new dentist… to new Chinese restaurant.

It is also common to see people buying new sheets, towels, furniture, draperies, shower curtains,… anything and everything to make the new house their new home.

Businesses like home improvement stores find new residents important customers. They’re buying new toilet seats and door locks, door knobs and faucets. And they need nails and screws and tools and picture hangers.

Every type of contractor generates business from new residents including painters, plumbers, electricians, locksmiths, alarm companies. New lawn service and pool service and pest control are frequently required.

Depending on the distance of the move, every type of retail and local service relationship must also be reestablished.

That includes where someone buys pizza, get your hair done, gets their clothes cleaned, and gets their car serviced.

All new professional relationships also need to be secured as well. Doctors, dentists, ophthalmologists, pharmacists… all get new business from new residents.

If your business falls into any of the categories listed above, speed is critical. Why?

Because if another pizzeria sends out a welcome to the neighborhood, free meal coupon mailing before you do, you may have lost your opportunity to become their new supplier in that category.

New residents fall into two broad categories, home owners or renters. New renter names just cannot work for some mailers, and the reasons why are pretty obvious. On the other hand we have found that renters are equally or even more responsive than homeowners to many direct mail offers.

I believe there is no category of names that is mailed by more direct marketers than new residents. With a constant supply of between 300,000 and 400,000 weekly names to mail, every marketer needs to explore mailing to this audience. The upside is too great to ignore.

That’s why the savviest of smart marketers mail their best offer to new movers on an ongoing basis.