We have a handful of dentists right now using this model very successfully to attract new, affluent patients to their practices.
We’re very specific about this particular target. We have a separate series specifically for families with children of new movers.
As you can imagine, the message to each vary drastically. The patient needs of the baby boomers/seniors are much, much different than that of a family with children.
With this letter, we talk specifically about the care and attention needed as you (they) age.
In the family letter we talk about the needs to set a good example for your children, and how healthy habits are formed now, that lead to better heath as their children age.
It would be cumbersome if we tried to shoehorn both messages into one letter. Instead, with the power of direct mail and commercially available mailing lists, we can easily segment our list to target two very different, yet very profitable niches within our business.
After the 3-step sequence, I highly encourage the doctors to continue sending both RESPONDERS AND NON RESPONDERS your continuous marketing throughout the year, even your monthly newsletter for three to six months after your first contact with the new mover mailer.
This is a great way to keep in contact with prospects that may just not have been ready at that time.
For years, we have known that new movers plan to spend more money in their first 6 months than the average person does in 2-3 years.
We finally have survey results that show how much money the new movers will be spending, how they will pay for these purchases, and the products they plan to purchase within the next 3, 6, or 12 months.
Judge for yourself the value to your business that these new movers can bring. Now you can see exactly where and when these new movers will be spending their money.
This is what makes new movers so special. When surveyed, 39% of new movers responded they will spend over $30,000 in the first month and 66% will spend in excess of $15,000.
When asked what upgrades and improvements were they planning to make to their new home they responded as follows: 28% will have their bathroom remodeled, 47% will require general handyman services.
Other answers and percentages of people answering ‘Yes’ are as follows: Fencing 18%, Kitchen Remodel 21%, Landscaping 29%, Lighting/Outdoor 19%, Painting 35%, Patio/Deck 24%, Repaving Driveway 9%, Security System 61%, Sprinkler System 21%, Wall Covering 9%, and Window Replacement 17%.
People who just moved have a huge need for securing different contractor services as well. When asked what services they would require within 1-3 months they answered: plumber 28%, electrician 30%, mason 13%, fencer 18%, painter 35%, wallpaper 12%, carpet 29% and a carpenter 35%.
New movers also have a need to secure new professionals to handle these services. When new movers were asked 68% answered they would change their primary doctor, 59% their insurance agent, 41% their dentist, 24% their accountant and 77% their bank.
When asked what products they plan to purchase within the first six months 58% responded that they would purchase a new automobile, and almost 100% planned on buying some piece of furniture. Other answers included purchasing: Bathroom Accessories 70%, Bedding/Linens 54%, Carpeting/Rugs 62%, Draperies 36%, Flooring 61%, Mattresses 44% and Mini Blinds 83%.
As is evident, having a direct response mailing program targeted to new movers should not only be a critical part of your marketing mix, but will most likely prove to be your best source of new business.
When you contact the new movers that recently entered your community, you should plan to make a very compelling offer. These new families will be your customers for years and years. You want to do everything to encourage them to contact you.
As you know, nothing works better than FREE. A free pool service, free lawn service, dry clean a garment for free, a free meal, a free check-up, a free pizza. All of these are “too good to resist”.
Knowing all this, if you’re a consumer driven business, you’re crazy if you don’t actively target new movers. Just like your regular consumer lists, with new mover lists we can zero in on our ideal prospect by value of the home, loan amount, square footage, education level, race, age, marital status, number of children, move date, distance of move, and many more.
The only problem with all this great data is that many other business owners know this now as well. So it can be a crowded market. There may be several doctors, retail stores, contractors and other service-related businesses vying for their attention.
However, they don’t know what we do. They don’t make is easy for the new prospect to start a relationship with us. First, as direct response marketers we make the offer too irresistible by making our offer FREE. And, even more important, they are contacting them only once! They never use the power of repetition and they don’t use a sequence of contacts, as we teach.
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