If you’re a business owner looking to elevate your marketing efforts and outpace the competition, a new homeowner list might be the game-changer you need.
The Power of a New Homeowner List
A new homeowner list allows you to connect with a highly receptive audience seeking products and services for their new home. New homeowners have specific needs that others do not. For instance, they need to know where the nearest hospital is, and receiving a handy magnet from a local hospital can keep that information at their fingertips. This is powerful, personalized marketing at its best.
Why Target New Homeowners?
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- Significant Spending: New homeowners spend around $12,000 on home alterations and repairs in their first year (National Association of Home Builders).
- Urgent Needs: 75% of water softener purchases occur within the first year of homeownership, with 22% happening in the first month (Water Quality Association Consumer Opinion Study). That’s why they want to be first in the door
- High Engagement: 66% of new homeowners buy a home warranty shortly after their purchase (US News & World Report).
Benefits of Using a New Homeowner List
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- Increased Relevance: Tailor your messages to the unique needs of new homeowners. “Dear Dale – your neighborhood has a high iron content – that’s why you see rust stains. We can eliminate those for you.”
- Higher Conversion Rates: Targeting those actively seeking home-related products and services leads to higher conversions.
- Improved ROI: Focusing on a receptive audience with a message especially for them drives better returns.
- Upselling Opportunities: Introduce additional relevant products or services that complement their recent purchase. If they bought a water filter, pitch an air filter.
- Long-term Relationships: Establish a strong foundation for long-term relationships by reaching out at the right time and providing ongoing support.
- Lifetime Value: I have one CPA customer who got five new clients off his new homeowners list in 1989. That’s 35 years’ worth of repeat business, not to mention referrals. That’s what I call lifetime value!
Building a New Homeowner List
Sure, you can do this yourself if you are committed. To create a high-quality new homeowner list, you can:
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- Leverage Public Records: You can pull property deeds and other public records for accurate information.
- Utilize Online Resources: Monitor real estate websites and social media platforms to identify new homeowners.
- Capture Data through Lead Generation: Offer valuable content or incentives to capture contact information.
- Update and Verify Your List: Maintain the effectiveness of your list by regularly updating and verifying it. Consistency in compiling, updating, and maintaining the list is crucial.
Buying a New Homeowner List
Partnering with data providers is a more efficient way to obtain a new homeowner list. There are several reputable providers you can consider. New homeowner lists are priced for daily, monthly, or weekly service; sometimes priced per name, and sometimes with a flat rate for an average number of names. You can select your list by zip code, county, radius, or state.
You can also order lists of recent new homeowners, asking for the last years’ worth of new homeowners in a given area. BTW, we love Dataman Group’s New Homeowner data. Just an aside—did you know that in 1982, the original new homeowner list was actually called the Dataman List?
Crafting Powerful Personalized New Homeowner Campaigns
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- Warm Welcome: Send a congratulatory/welcome message to establish a positive first impression. “Hi Dale – welcome to the neighborhood.”
- Address Pain Points: Highlight solutions to common challenges new homeowners face, like home security or water treatment.
- Offer Exclusive Deals: Provide tailored discounts and promotions to incentivize new homeowners. “Special Discount for New Homeowners.”
- Provide Educational Content: Share helpful tips and information about homeownership to position your brand as a trusted advisor. The financial industry does a good job with this.
- Leverage Social Proof: Use testimonials and reviews to build trust and credibility. If you’re doing a mailing, make sure to include some reviews on your mailer.
- Personalize Communication: Tailor your messages using data from your list to meet specific needs and preferences. Variable printing gives you lots of options.
- Follow Up: Repeat mailings – contact the new homeowner multiple times. There is power when you work your new homeowner list!
Tracking and Analyzing Success
Monitor your campaigns by directing new homeowners to specific call-in numbers or landing pages, and gather feedback from your team to refine your strategy. This approach helps you understand the impact of your efforts and make data-driven decisions for future campaigns.
By focusing on the power of new homeowner lists, you can create a meaningful connection, position your brand as a trusted partner, generate lots of great leads, and drive long-term loyalty and repeat customers to your business.