The $10,000 customer: A playbook for marketing to new movers

What if you could pinpoint the exact moment a customer is ready to spend thousands of dollars on home services?

This isn’t a hypothetical marketing dream; it's the data-driven reality of the “new mover” market. Every year, roughly 40 million Americans move, and they don't just change zip codes. They change their entire ecosystem of service providers.¹ Recent data shows that new homeowners spend nearly $10,000 within the first few months of moving.

For home service companies (from HVAC and landscaping to pest control and remodeling) Q2 is "moving season." It’s the prime time to establish yourself as the new "trusted advisor" for these high-value prospects. At Cotality, we believe that winning this $10,000 customer requires more than just luck. It requires a playbook that combines property data with perfect timing.

The new mover mindset

New movers are unique in the consumer world. They are five times more likely to become long-term maintenance customers if you reach them before the competition.² Because they have just left their old networks behind, their brand loyalty is at zero. They are actively seeking recommendations to handle their lawn, their leaky faucets, and their seasonal HVAC tune-ups.

However, many home service pros miss this window because they're too busy working during the spring surge to market for it. The secret is building your strategy before the moving truck arrives.

Step 1: Identify new homeowners before the "for sale" sign comes down

The moving window actually opens long before the keys are handed over. Research shows that up to 90% of major purchase decisions regarding a new home are made before the actual move.

• Forge relationships with local real estate agents: Offer co-branded "Welcome to the Neighborhood" packages. A referral from a realtor is a powerful endorsement that may move you to the top of the homeowner's list.

Step 2: Stand out in a digital-heavy world

Moving is a chaotic, digital-heavy experience. Between DocuSign emails and utility transfers, a homeowner's inbox is already flooded. This is where the physical mailbox becomes your secret weapon. Here’s how:

• Studies show that 80% of new movers redeem coupons they receive via direct mail.¹ A high-quality, personalized postcard can cut through the digital noise.³
• Addressing a card to "The Smith Family" instead of "Current Resident" increases trust immediately. At Cotality, we emphasize using property data to personalize the message: “We noticed your new home has a large backyard, so here is a specialized lawn care plan just for you.”

Step 3: Create a "surround-sound" marketing effect

One touchpoint is rarely enough to secure a lifetime customer. You need to integrate your physical outreach with a strong digital presence by:

• Leveraging hyper-local SEO: Optimize your website for organic search topics that new homeowners care about. Create content like "The First 30 Days: A New Homeowner’s Maintenance Checklist for [Your City]."
• Generating targeted social ads: Use Facebook and Instagram to target specific zip codes where you know homes have recently sold. When they see your truck in the neighborhood, then receive your mailer, then see your ad on their feed, you become the obvious choice.

Step 4: Align with seasonality

The home services industry is ruled by the seasons. The most successful businesses use the slower winter months to sharpen their tools, so use Q1 to clean up your CRM and plan your direct mail drops. By launching your new mover campaigns in late winter or early spring, you capture the early planners who want their home perfect by the time school starts.

Step 5: Make an irresistible offer

Moving is expensive. A homeowner who just dropped a massive down payment is looking for value and peace of mind. Your offer should lower the barrier to entry so you can get your foot in the door. Here are a few high-conversion offer examples:

• The introductory discount: A simple, powerful offer like "20% Off Your First Service" is easy to understand and highly effective.
• The "freebie": Offering a free, tangible benefit can be even more appealing than a discount. For example, you could offer "Free Gutter Cleaning with a Full Roof Inspection," or "Free Soil Test with a New Lawn Care Program."  
• The bundled package: New movers often need multiple services. Create a "New Home Starter Package" that bundles several of your core services at a discounted rate.  

Make your move with Cotality

A new customer is out there right now, signing closing papers and looking for a professional they can trust. Are you going to be the one they find?

If you're ready to dominate the new mover market this season, Cotality provides the property data and insights you need to reach these high-value customers before your competition even knows they’ve moved in. Contact us today to see how Cotality can transform your growth strategy!

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