Not All Mover Lists Are Created Equal --
Real PreMover Data is the key to superior results

When looking to target the “New Mover” market, savvy companies are beginning to understand that not all movers are created equally… more accurately stated, not all phases of the move are the same.

Phases of a Move
The moving event can be broken down into two phases Pre-Move and Post-Move with the actual moving event dividing the two. Each phase can be further broken down into sub-phases: PreMove into Research, Planning, and Preparing, and Post-Move into Early Integration, Late Integration and Adoption. Consumers display unique characteristics and behaviors that can be directly associated to each sub-phase.

Why New Mover Leads Aren’t Performing the Way they Have Been Historically, the post-move or “New Mover” phase has been the quintessential access point for companies targeting the moving event. However, a leading National Realtors’ moving study recently concluded that most buying decisions (two-thirds) are made prior to the move and not post move. The study asked premovers when they formulated the majority of their ideas, designs and major purchase decisions for the home they were about to move in to...67% selected “Mostly before the move(75%+)”, and an additional 25% indicated that it was a process “Some pre-move, some post-move (50% - 50%)”. Only 8% clearly indicated that they would mostly wait until they moved or absolutely would wait until they had moved. This shift in Consumer mind-set helps to explain the diminishing returns New Mover marketers are seeing in the face of increased competition and a reduced available inventory—courtesy of our recent national economy.

What Qualifies as a Bonafide PreMover in today’s Economy?
The challenge for most marketers is identifying the Premover phase. What qualifies someone as a bonafide premover? For years the mere fact that a house was placed on the market for sale (MLS data and “for sale” ads) was accepted as a credible enough indication that they were in fact a premover. But houses don’t sell in days in most neighborhoods in this country today. Most take Months, and some take years. With the Home Mortgage market as skittish as it is, a premover isn’t a premover in my opinion until final mortgage acceptance has been received and a closing date has been scheduled.

There is very little reliable data that targets the coveted 4 – 8 week window prior to the moving date. Studies have shown that mortgage, cable, telecom and insurance companies can all benefit from targeting this niche market.

Verizon’s Group Marketing Manager, Roger Heuring said “Our focus group research conducted by Verizon has shown that upwards of 80% of those identified as premovers make their home communication service decisions and purchase prior to their move”. Choice Points, Data Inc. research supports these findings.

Where to Find Bonafide PreMovers? The real challenge for many marketers is identifying a prospective mover in the pre-move phase only weeks prior to the actual moving event. The key to unlocking the true potential of premovers is finding a reliable data source (premoverleads.com) that affords the precise targeting needed to segment out your prospective buyer within the life cycle of the entire moving event. Premoverleads.com can provide you with quality, reliable leads that target the premover only weeks prior to their moving event.

If you are looking to establish a relationship with a Consumer that is moving into your business footprint, then reaching your prospect in the pre-Move phase is essential. PremoverLeads.com can provide you with the opportunity to do what you do best—first. Winners lead…