New Homeowner Lists: 5 Tips For Generating Cash For Your Business

Spending precious advertising dollars on a mass advertising campaign to promote one’s neighborhood business is too risky a prospect for most business owners. Many owners just do not have the budget for a large ad campaign. Moreover, most do not even have the faintest idea where to start in setting up a direct mail campaign. Without being a marketing specialist, it is difficult to know whether one is getting a rate on postage, how to get access to a high-quality mailing list, or whether the selected ads or mailers will be effective in bringing in new clients.

That is why smart business owners on a limited budget look for ways to launch smaller, more precisely-targeted campaigns that push their ad dollar further and result in more customers and higher return on investment. A proven way to achieve these kinds of results is by targeting “new movers”: consumers who have just recently moved into a new home or apartment.

In fact, new movers represent an enormous opportunity for savvy neighborhood businesses looking to get a competitive edge. On average, about 41 million Americans move annually. Consumers who have recently moved into an area for the first time are anxious - even eager - to start relationships with local businesses. Their motivation is to feel right at home in the new neighborhood and get on with their lives. This is where you come in!

Here are 5 tips for generating additional cash for your small business by leveraging new mover lists:

Tip #1: Select a list vendor who specializes in new mover lists:

There are literally thousands of types of mailing lists available in the market today. Each specialty list vendor specializes in different types of lists, segmented by target industry, demographics, and countless ways. Most business owners buy lists through middle-man vendors who know little about the quality or accuracy of the data they are providing. Many lists are not updated for months or years - well past the small, “sweet spot” window of time necessary to target new movers. Therefore, when launching a new mover direct mail campaign, make sure you select a list vendor who specializes in new mover lists.

Tip #2: Find a one-stop shop that takes care of monthly mailings for you:

If you are trying to set up a new mover campaign yourself in a piecemeal fashion, buying a new mover mailing list is only the first step. Next, you will need to find a designer to develop the mailer. Then, you will need to find and negotiate rates with a printer and find a fulfillment house. The better alternative is to leave the entire campaign to a one-stop shop vendor who will agree to care of everything, from the right mailing list to printing to fulfillment - and mailing them to a new set of new movers each month.

Tip #3: Locate a vendor that provides mailers that are market-tested:

Generating effective creative (i.e., the artwork and the look-and-feel of a mailer or ad) is something that is best left to specialists. Marketing experts know what creative is most likely to get a response - after all, that is their job. Instead of trying to develop your own creative that might or might not effectively get new clients to knock on your door, find a vendor who will provide you with multiple options that are proven to work.

Tip #4: Find a vendor that allows you to start your campaign via online setup:

Dealing with traditional, brick-and-mortar print shops can mean a huge time investment for busy owners of small businesses who barely have time to leave their shops. Calling around to find a printer, physically delivering proofs, and picking up the final product for delivery to the mailing vendor can mean a commitment of countless hours of your time. A better option: once you determine new mover lists are right for you, select a vendor who will allow you to run list counts, select creative, customize your mailer, choose a desired monthly quantity and start the campaign - all from the comfort of your home or office and in about 10 minutes’ time.

Tip #5: Make sure your vendor buys postage in bulk for the best rates:

The cost of postage makes up a significant portion of any direct mail campaign. Anyone who only plans to buy a few hundred mailers per month will not be eligible for the lowest bulk postage rates available - thereby effectively paying too much for postage. By selecting a vendor who combines multiple orders for better postage rates, you will have the opportunity to launch a much more cost-effective campaign.

New mover direct mail campaigns are an effective, cost-effective way to directly target lucrative new movers in your area. With the lifetime dollar value of a repeat-business client running into the thousands of dollars, new movers represent a ripe marketing opportunity that smart local business owners looking to get ahead.