Contributing £21.4 billion to the UK economy in retail spending annually, the homemover is ready to spend big in the KBB space. Are you getting a slice of the action?
Kitchens, bedrooms, and bathrooms are key rooms that movers look to upgrade. Sometimes it’s a matter of taste – the current room just isn’t their style. Other times, these spaces are desperately outdated, dilapidated, or no longer fit for purpose. This business is there for the taking!
As experts in homemovers, we can help you connect with this audience. Not only do we know exactly who is moving and where they are in the journey, but we can also ensure your marketing is timed to perfection. Engage too early and your brand is easily forgettable, leave it too late and you’ve missed the boat while your competitor is sailing away with your profits. We analyse when the homemover purchases different retail products and services, so we know at which point in the home moving journey to target them to drive maximum engagement and sales.
To better explain the homemovers' mindset and when they’re in the market for KBB purchases, we’ve borrowed a page from Maslow’s book and adapted his Hierarchy of Needs into our Homemover Hierarchy of Expenditure. This graphic helps us to outline which purchases are urgent essentials for the homemover and which are less pressing and tend to be postponed.
The homemover will prioritise broadband first and foremost, often setting up a subscription before moving and arranging for switch on, on day one or two of the move. This puts broadband securely at the bottom of the triangle as the most important purchase for the homemover. The broadband supplier needs to be marketing weeks, if not months, before the sale goes through if they want to secure these movers as new customers. If not, they’ve missed the opportunity and lost out to competitors. Car purchases sit at the top as the least important purchase and one that tends to be delayed the longest post-move. This means a car dealership would be better off targeting the homemover after they’ve completed on their house sale.
The high cost of KBB purchases pushes it quite far up the triangle. Whilst orders for kitchens, bathrooms and bedrooms peak at 12 days post-move, half of all KBB purchases occur between days 12 to 157. So, whilst some homemovers will pick out their new kitchen, bathroom, or bedroom before the sale has even gone through, others will delay the purchase of these big-ticket purchases so they can carefully consider their choice or recover from the cost of the move itself!
This insight shows the need for KBB retailers to market to homemovers before, during, and after their move. Get your name in front of homemovers before they get their keys to inspire those dreaming of how they’ll renovate their new property. Marketing pre-move will also connect you with those proactive movers rearing to upgrade and ready to put down a deposit and secure a spot in your diary early. Continue marketing to the mover when the sale completes and during that settling-in timeframe and beyond to hit those who are still considering their options.
This is an audience that is worth a lot more to you than a non-homemover. To give you some context, someone moving home will typically spend three times more than a non-mover.
To conclude, we know who the homemover is and when to target them, and now this knowledge is available to you. Our BuyerAlerts service for KBB retailers, independents and trades is built upon years of testing of the homemover behavioural shopping trends. We've created tailored audiences specifically relevant to your industry or trade, helping you refine your targeting and minimise marketing waste, so you don't miss out on revenue opportunity. Head to buyeralerts.co.uk and access addresses of those eager and ready to upgrade their kitchens, bathrooms, and bedrooms. If you’re not going after the homemover market, you’re missing the mark, massively.