New mover marketing: how to win new neighbors by mail
When people move, they have to find everything again: a coffee shop, a pizza place, a barber, a dentist, a gym. For a few weeks they have no habits and no favorites. A welcome postcard that arrives in those first weeks is one of the cheapest ways a local business can win a customer for years.
The short answer
- Mail a welcome postcard to the households that moved in near you last month.
- Mail every month, so every new group of movers hears from you while they are still new.
- Give one free, simple offer, such as a free coffee or a free haircut, with your address and hours.
- Count the cards that come back through the door, and compare with what you spent.
Why new movers are worth mailing
Most of your regulars chose you a long time ago, and they will not switch easily. New movers have not chosen anyone yet. They are also short on time and drowning in boxes, so a card that tells them where to get a good coffee or a quick dinner nearby is welcome, not junk. Whoever is first on the fridge often becomes the place they keep going back to.
New movers are also a steady stream. Every month a new group of households moves into the area around your business, so a monthly mailing keeps bringing in new faces without mailing the same homes over and over.
Who is on a new mover list
A new mover list has the households that moved into an area in the last month, owners and renters, built from move records. You choose the area, usually a 1 to 3 mile radius or a few ZIP Codes around your business. Some lists also let you filter by age, which helps a business like a senior care agency.
A new homeowner list is narrower: only people who just bought a home. That fits roofers, landscapers, security and home services. See direct mail lists for all the list types.
When to mail
- Every month. Lists are updated monthly. A card each month reaches each new group within a few weeks of the move.
- One card per household is usually enough. The offer brings them in once; your service does the rest.
- Give it time. Judge the program after three to six months, not after the first mailing. Some people keep the card and use it weeks later.
Offers that work
The best new mover offers are free, simple and easy to use on a first visit. A discount off a large order asks too much from someone who doesn't know you yet. Some examples by business:
| Business | Welcome offer |
|---|---|
| Coffee shops | A free coffee or latte |
| Pizza restaurants | Free cheese bread |
| Bakeries and donut shops | A free cookie or donut |
| Ice cream and frozen yogurt | A free scoop |
| Sandwich shops and delis | A free sandwich |
| Mexican restaurants | 2 free tacos |
| Car washes | A free basic wash |
| Barbershops | A free haircut |
| Hair and nail salons | A free hand treatment or blowout |
| Dry cleaners | 3 shirts cleaned free |
| Gyms and fitness studios | A free week |
| Pet groomers | A free nail trim |
| Auto repair shops | A free tire rotation or check-up |
| Dentists | A free whitening kit |
| Florists | A free single stem or small bouquet |
Put the offer in big letters, add a short "Welcome to the neighborhood", and make your address, hours and phone number easy to find. A map or a landmark helps, since new movers don't know the streets yet.
What it costs
New mover mailings are small: often a few dozen to a few hundred cards a month. That makes them expensive to run yourself, because printing a small batch every month and mailing it at the single-piece postage rate costs far more per card than a big mailing, and someone has to order the list, print, address and mail it every month.
That is why we built First Hello™: each month we get the new movers near your business, print your welcome card and mail it. It costs $2.75 a card month to month, or $2.25 with a 6-month commitment, all included: list, design, printing and postage. No design fee, no setup fee and no minimum.
Compare that with what one new customer is worth over a year. If a new neighbor buys coffee twice a week, or gets a haircut every month, a few cards turned into regulars pay for the whole month.
How to track the results
- Ask for the card. Have customers bring the card in for the free offer, and keep the cards.
- Count them each month, and note how many came back a second time.
- Compare with the cost. Cards redeemed ÷ cards mailed is your response rate; see direct mail response rates for how to judge it.
Common mistakes
- Mailing too wide. New movers pick places close to home. Start with 1 to 3 miles.
- A weak or complicated offer. "10% off" rarely gets a stranger through the door. "Free" does.
- Stopping after one month. The value comes from every month's new movers adding up.
- Forgetting the second visit. Give them a reason to return, such as a stamp card.
Frequently asked questions
What is new mover marketing?
It is mail sent to households that just moved into your area, usually a postcard with a welcome offer. Because new movers have not picked their coffee shop, dentist, barber or gym yet, the first local business that says hello has a good chance of becoming their regular.
How soon after someone moves should they get the card?
As soon as possible, ideally in their first few weeks. That is when they are looking for new places. New mover lists are updated every month, so the best plan is to mail every month and catch each new group of movers while they are still new.
How many new movers are there near my business?
It depends on the area. A busy area with apartments and home sales can have hundreds of new households a month within a few miles, and a quiet area only a few dozen. Our First Hello™ page counts the new movers near any address from last month's list.
What does a new mover postcard cost?
With our First Hello™ program it is $2.75 a card month to month, or $2.25 with a 6-month commitment. That includes the list, the design, printing and postage, with no setup fee and no minimum.
Is a new mover list the same as a new homeowner list?
No. A new mover list includes owners and renters who just moved in. A new homeowner list only has people who just bought a home, which is better for home services like roofing, landscaping and remodeling. Coffee shops, restaurants, salons and gyms usually do better with all new movers.