2300 Properties sold per annum are worth more than £400,000.

Our subscribers represent the top 4% of households by house value in Edinburgh

Achieve great results by targeting homemovers

“Moving home is a key life stage. For many it is a regular occurrence. For everyone it is a time of high spending on a wide range of goods and services. It is a time when you should be talking to customers – a great opportunity to reach high potential prospects”    Marketing Week  1 Dec 2009
 

More and more people are moving home for new jobs, better schooling, to start a new family, the search for a more relaxed lifestyle or simply to settle into retirement. Whatever the reason, it is always a key life stage. According to the Association of Directory Publishers, people on average spend more in the first six months of moving than in the following five years. This spend is on a wide range of goods and services, from home improvement to financial services, and presents an enormous opportunity for home product suppliers.

• New Home movers spend more on their home in the first six months after they move in than they do over the next five years, spending an average of £8000 on new products and services.

• Newly moved Home Movers are BIG business, because moving home is the strongest possible trigger for a wide range of high value consumer buying decisions, including furniture, white & brown goods, home improvements, energy, TV and broadband services.

If you wish to target established homeowners with property worth £400,000 and above you would aim for our subscribers.

You can target customers at the trigger points of their home spending needs

There are advantages in knowing your potential customers have recently moved home and your product could be in front of them for a whole year when they are most likely to make buying decisions regarding the service/products you provide. This presents an enormous opportunity in terms of customer acquisition. 

“For the majority of homemovers, deferring expenditure during a move on items such as flooring, beds, sofas or kitchens is not an option. This makes targeting homemovers an obvious business choice.”

Type of goods

You can equally target your customers on the type of goods they are likely to buy at their stage of life and the buying cycle:

Beds, Furniture, Soft Furnishings, Lighting, Carpets, Curtains, Flooring etc

Research, from the Q1 2023 Property & Homemover Report from property data analytics specialist TwentyCi, reveals that homemovers are predicted to spend £1.1b on beds and furniture over the next 12 months. Colin Bradshaw, CEO at TwentyCi, comments:   “..new owners in the UK spend £1.1bn on beds and furniture..”

The consumer Company Houzz carries out regular annual surveys of their customers. Their 2021 survey of home renovators found the following:

The Home renovation spend in the UK was recorded to be an average spend of £15,000 per household in 2021. They noted that higher budget projects (the top 10%) reached £100,000 or more in 2020–  Our subscribers are most likely to reach these levels of budget spends.

Houzz also reported on spending trends on essential household items:

Kitchens

Two thirds of renovating homeowners made major changes to their kitchens, such as changing the layout of the kitchen and over half made upgrades to plumbing, electrical or heating (64% and 63%, respectively). Two in five homeowners increased the size of the kitchen and reframed, moved or added walls during renovations (44% and 42%, respectively).

(The property homemover data company Twenty Ci stated £4bn was spent on kitchens in UK per annum)

Paint and Décor

The Houzz survey revealed 51% of homeowners planned to renovate their new home within the move-in year. More than half (56%) of renovating homeowners i.e.  28% of all new homeowners planned to decorate or furnish their homes.

Gardens

The Houzz customers surveyed showed that outdoor projects have increased in popularity over the past years, (since Covid) with 2020 showing a thirteen percentage point increase (60%) among renovating homeowners.