Reach high-value consumers at one of the most significant spending moments in their lives.
Reach New Customers at the Moment They Are Ready to Spend
Moving home changes what people need, what they buy and the brands they choose. It creates a valuable opportunity to reach consumers while they are actively making decisions about their new home and lifestyle.
PSE’s HomeMover Direct Mail Channel helps brands identify and engage high-value movers with relevant, timely communications before, during and after their move.
Why it works
- Reach consumers during a high-intent purchasing period.
- Target the HomeMovers most likely to become valuable customers.
- Generate proven commercial returns, with HomeMover campaigns exceeding ROI of up to 13:1.
- Build measurable acquisition and long-term customer value
A Home Move Changes More Than an Address
Moving home is one of the most significant spending moments in a consumer’s life. It creates new needs, new routines and new purchasing decisions across everything from furnishings and utilities to technology, finance and lifestyle services.
This opportunity is not limited to moving day. Purchase behaviour builds before the move, peaks around it and can remain elevated afterwards, creating an extended window for brands to acquire and develop new customers.
The move is not a single moment. It is a rolling buying window.
The HomeMover analysis presented in the source deck reports that:
- Revenue can be up to 10 times higher one month after a move than six months before.
- 72% of customer spend occurs after the move.
- Increased spending behaviour can continue for more than 12 months.
Finding Your Highest-Value HomeMovers
The most effective HomeMover campaigns start with understanding what your best customers look like. PSE builds a detailed customer profile to identify the characteristics, behaviours and attributes that define your highest-value customers.
We then overlay this profile against trusted HomeMover data to find households that closely resemble your existing customer base. This focuses investment on the audiences most likely to convert, ensuring the campaign is built around quality rather than volume alone.
Relevant Communications for a Moment of Change
HomeMovers are entering a period of change, establishing new routines and making decisions about the products and services they will need.
PSE helps brands communicate at the moments when those needs are immediate and purchasing intent is naturally elevated.
Communications can be tailored around different stages and milestones, including:
- Preparing to move.
- The month of the move.
- Settling into a new home.
- Furnishing or improving the property.
- A first summer or Christmas in the new home.
- Relevant post-move purchasing milestones.
By maintaining relevance throughout the journey, brands can strengthen consideration and become part of the customer’s new purchasing habits.
A customer is for life, not just for a home move.
A Flexible Approach Built Around Your Objectives
The HomeMover Channel can be deployed in different ways depending on your audience, objectives and commercial priorities.
Always-On HomeMover Channel
Target consumers who closely match your best customer profile as they move home each month, creating a consistent and scalable acquisition channel throughout the year.
Seasonal Mailings
Engage recent movers with communications linked to relevant milestones, such as their first Christmas, first summer or other seasonal purchasing moments.
Combined Programme
Run both approaches together, reaching households currently moving while continuing to engage recent movers through relevant post-move communications.
Turn HomeMover Insight into Customer Acquisition
PSE brings together audience insight, data, strategy, creative, fulfilment and measurement to build a HomeMover programme around your commercial objectives.
Customer Profile
Understand your existing customers, acquisition priorities and the attributes associated with long-term value.
Audience Identification
Identify the highest-value HomeMover audiences for your brand.
Strategy and Timing
Define when to communicate and how the campaign should support the wider customer journey.
Messaging and Creative
Develop a relevant communication that reflects the customer’s moving stage and provides a clear reason to act.
Production and Delivery
Manage the specialist production, fulfilment and delivery required to reach households at the right time.
Measurement and Optimisation
Track response and commercial performance, then use the results to improve targeting, creative, timing and format.
Turn HomeMover Opportunity into Measurable Growth
An effective HomeMover programme should demonstrate whether the channel is creating additional customers, revenue and long-term value.
PSE can develop an appropriate measurement framework using methods such as matchback analysis, audience comparisons and control groups.
Depending on the campaign, measurement can include:
- Response and conversion rate
- New customers acquired
- Cost per acquisition
- Average order value
- Incremental revenue
- Return on investment
- Repeat purchase behaviour
- Performance by audience, timing, creative or format
The learning from each campaign can then inform the next decision, helping you optimise performance, prove the value of the channel and scale with confidence.
HomeMover data turns a life event into a measurable acquisition channel.
Ready to Explore Your HomeMover Opportunity?
PSE can help you identify the right HomeMovers, reach them at the right moment and build a Direct Mail programme designed to deliver measurable acquisition and long-term customer value.
Frequently Asked Questions
The HomeMover Direct Mail Channel helps brands identify and engage consumers before, during and after a house move. It combines HomeMover data, customer profiling and targeted Direct Mail to reach people when their purchasing needs and intent are naturally elevated.
We start by analysing the characteristics, behaviours and attributes of your highest-value customers. This profile is then overlaid against trusted HomeMover data to identify households that closely resemble your existing customer base.
Campaigns can reach consumers at different stages of their moving journey, from preparing to move and moving into their new home through to relevant post-move and seasonal milestones.
The channel is suitable for brands whose products or services become relevant when someone moves home, establishes new routines or makes purchasing decisions for a new property.
The opportunity is assessed against your audience, customer profile and commercial objectives.
Yes. Brands can target relevant HomeMovers each month, creating a consistent acquisition channel throughout the year. Campaigns can also be delivered seasonally or combine both approaches.
Direct Mail reaches consumers in the home at a time when they are actively making household purchasing decisions. As a physical communication, it can be retained, shared and referred back to throughout the moving journey.
Yes. We can develop a tailored test-and-learn roadmap covering the audience, timing, creative, format and measurement approach. The results can then be used to optimise performance and inform future investment.
Measurement can include response and conversion rates, new customers acquired, cost per acquisition, average order value, incremental revenue, repeat purchasing and return on investment.
Depending on the campaign, PSE can also use matchback analysis, audience comparisons and control groups.