New homeowners are excited, nervous, and often overwhelmed after they move in. These individuals have many needs, and are looking for new businesses and services, but they may not know where to find them.
Acknowledging new homeowners when they move to an area can help them feel more at home in their new space. It can also help them find local services they didn’t even know existed.
What is “Welcome to the Neighborhood” Marketing?
A welcome to the neighborhood marketing campaign is designed to establish a connection between existing businesses and potential new customers in the community.
The goal is to make a strong initial impression to make new movers aware of your business. Welcome marketing should be designed to turn the new homeowner into a customer or client. In the long term, you want to create customer loyalty and, in time, build a customer’s lifetime value.
Why do businesses need a new mover advertising strategy?
New mover advertising is one of the most effective and inexpensive ways for a company to get its foot in the door with new customers. This is important for many types of services, such as plumbers, HVAC and lawn maintenance services.
New mover marketing is a strategy that helps you reach new residents in your area who are establishing their new routines and shopping habits. As they are new residents, they are not yet familiar with the community, so they are quite receptive to hearing about new businesses and services.
This strategy can help develop new customer relationships, and even lead to referrals. However, it’s important that the marketing is done correctly so that it reaches the right people.
What are some examples of “Welcome to the Neighborhood” Marketing?
There are many marketing techniques that use the “Welcome to the Neighborhood” theme. These include:
- A welcome package sent through direct mail
- Postcards (often with coupon offer)
- Door hangers
- Online advertising
To have a successful neighborhood marketing campaign, it’s important that you have a well-thought-out plan in place before you start.
How can businesses implement a Welcome to the Neighborhood strategy?
The first impression is the most important impression.
A successful marketing campaign starts with a strong introduction. One of the most effective ways to introduce your business to a new customer is by acknowledging that they are new to the area and that you have a service or product that can be of use to them.
Successful marketing often provides customer incentives. Businesses may team up with local This may include:
- Sending welcome guides with tips on the best places in town
- Providing resources such as maps or guides
- Sending coupons for services
They may also include new customer discounts at local businesses, offers of food or product samples. This can help persuade new residents to check out a local store or give a new service a try.
How to maintain marketing momentum
The recommended length of a welcoming campaign is at least few months. Some decisions take time. While someone may not be ready to contact your business right away, by continuing to advertise, you are keeping your brand top of mind for when that time comes.
Market to new homeowners and get ahead of competitors
New mover marketing is not a new concept. It has been around for decades and continues to be a powerful marketing tool.
Digital technology has opened new opportunities to reach potential customers. Email, social media and IP targeting provide opportunities for companies to get ahead of their competitors.
New homeowners are willing to purchase new products and services. The odds of them choosing you over a competitor only happens if they know about your business!
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