Data-backed insights revealing why relocating households represent one of the highest-value acquisition opportunities in consumer marketing
Every year, millions of Americans pack up and relocate, creating one of the most predictable marketing opportunities available. The U.S. Census Bureau’s 2023 geographic mobility table package tracks mobility in the past year across age, tenure, income, region, and reason-for-move categories. For marketers, that movement matters because relocation often creates new needs for utilities, telecom, home services, furnishings, retail, insurance, automotive services, healthcare, and local providers.
DataPartners specializes in new mover data solutions that help brands connect with relocating consumers during this critical decision-making window, when household needs are changing and purchasing intent is high.
Key Takeaways
- The market is massive: U.S. Census geographic mobility data shows millions of Americans move each year, creating a recurring audience opportunity for marketers
- Move intent remains high: A 2026 American Home Shield survey found that 41% of Americans plan to move in the current year
- Home purchases trigger spending: Federal Reserve research found that home-related expenditure jumps by about $6,000 for first-time buyers and $8,000 for repeat buyers
- Direct mail remains a major channel: Winterberry Group estimated that U.S. marketers invested $39.36 billion in direct mail in 2023
- Timing is everything: NAR’s 2025 Profile of Home Buyers and Sellers found that buyers searched for a home for a median of 10 weeks, giving marketers a pre-purchase window to influence decisions
The Power of Direct Mail: Why New Movers Respond Best
1. U.S. marketers invested $39.36 billion in direct mail in 2023
Winterberry Group estimated that U.S. marketers would invest$39.36 billion in direct mail in 2023. That spending supported use cases such as new customer acquisition, direct sales, cross-sell, upsell, transpromotional campaigns, and loyalty communications.
2. USPS direct mail research surveyed 726 professionals across major industries
USPS commissioned proprietary research from Summit Research, surveying 726 professionals across financial services, retail, consumer packaged goods, insurance, and health. This shows direct mail remains a measurable, researched channel across industries that also benefit from mover-based targeting.
3. More than one-quarter of U.S. adults are using more coupons because of the economy
According to eMarketer, July 2024 data from Prosper Insights & Analytics and the National Retail Federation found that 26% of U.S. adults were using more coupons because of the economy. For new mover campaigns, this supports the value of timely offers, discounts, and incentives.
Crafting a Winning Direct Mail Strategy for New Movers
4. Move Update standards are designed to reduce mail that needs forwarding or return
USPS describes the Move Update standard as a way of reducing mailpieces that require forwarding or return by periodically matching address records with change-of-address orders. For marketers, this reinforces why mover campaigns require clean, current, campaign-ready data.
Unlocking Customer Acquisition: New Mover Insights for Growth
5. Census tracks geographic mobility across age, income, tenure, and reason for move
The Census Bureau’s 2023 geographic mobility table package includes data on mobility in the past year by age, relationship to householder, educational attainment, marital status, tenure, poverty status, race, Hispanic origin, region, labor force status, income, and reason for move. This depth is why mover audiences can be segmented far beyond address change alone.
6. 41% of Americans plan to move in 2026
A 2026 American Home Shield survey found that 41% of Americans plan to move in 2026. This indicates continued demand for products and services tied to relocation, home setup, home maintenance, and local provider selection.
7. 46% of home buyers start by looking online for properties
NAR’s 2025 Profile of Home Buyers and Sellers found that 46% of buyers said their first step was looking online for properties. This supports coordinated campaigns that reach moving households across both digital and offline touchpoints.
Key Acquisition Strategies for Reaching Moving Households
8. Home buyers searched for a median of 10 weeks
NAR’s 2025 Profile of Home Buyers and Sellers found that the number of weeks a buyer searched for a home remained steady at 10 weeks. That search period gives marketers a meaningful window to reach consumers before the physical move is complete.
9. 88% of home buyers purchased through a real estate agent or broker
NAR found that 88% of home buyers purchased their home through a real estate agent or broker. This underscores how much professional guidance and local service selection happens during the move journey.
10. First-time buyers made up 21% of buyers in 2025
NAR reported that first-time buyers made up just 21% of the market in its 2025 Profile of Home Buyers and Sellers. Although this was a historic low, first-time buyers remain important because they often need more home setup products, local services, and guidance than repeat buyers.
Maximizing ROI: Understanding Direct Mail Marketing Costs for Movers
11. Home-related spending jumps by $6,000 for first-time buyers and $8,000 for repeat buyers
Federal Reserve research found that home-related expenditure jumps by about $6,000 for first-time buyers and $8,000 for repeat buyers. This shows how a home purchase creates concentrated spending opportunities across home-related categories.
12. Buyers of new homes spend $9,250 more than similar non-moving homeowners
NAHB analysis of Consumer Expenditure Survey data found that during the first year after closing, a typical buyer of a newly built single-family detached home spends about $9,250 more than a similar non-moving homeowner.
13. Buyers of existing homes spend $5,240 more than similar non-moving homeowners
The same NAHB analysis found that buyers of existing single-family detached homes spend over $5,240 more than similar non-moving homeowners during the first year after closing. That spending supports offers from furniture, appliance, home improvement, home service, and retail brands.
Strategies for Cost-Effective Direct Mail to Movers
14. USPS Household Mail Survey samples about 5,200 households annually
The USPS Household Mail Survey is a multi-year research study that surveys a representative sample of approximately 5,200 households each year. For marketers, this reinforces that household mail behavior is a measurable channel, not a guessing game.
15. BLS Consumer Expenditure data covers the full range of household spending
The Bureau of Labor Statistics Consumer Expenditure Surveys provide data on expenditures, income, and demographics across U.S. consumer units. Marketers can use this type of spending data to understand which categories are most likely to matter after a move.
16. Housing and transportation accounted for more than 50% of household spending in 2024
BLS reported that housing and transportation accounted for more than 50% of U.S. household spending in 2024. These are two categories directly affected by relocation, neighborhood change, commute changes, and home setup needs.
Targeted Advertising for New Movers: Digital and Traditional Strategies
Leveraging Digital Channels for New Mover Engagement
17. Average U.S. household expenditures reached $78,535 in 2024
BLS reported that average annual expenditures across all consumer units reached $78,535 in 2024. Moving households are especially valuable because relocation can shift how and where this spending occurs.
18. Transportation spending averaged $13,318 per household in 2024
BLS reported that transportation spending averaged $13,318 per household in 2024. For auto, insurance, fuel, maintenance, and local service marketers, relocation can signal changes in commute patterns, vehicle needs, and service provider selection.
19. Vehicle purchases averaged $5,337 in 2024
BLS Consumer Expenditure data shows that average net outlay for vehicle purchases was $5,337 in 2024. This makes automotive one of the categories where mover-triggered targeting can be especially relevant.
Integrating Digital and Direct Mail for Targeted Mover Campaigns
20. USPS research examines direct mail across 5 major sectors
USPS direct mail research covers usage across financial services, retail, consumer packaged goods, insurance, and health. These are categories where mover audiences can be especially valuable because consumers often need new providers, products, policies, or local services after relocating.
21. DataPartners supports email, direct mail, and move-alert audiences
DataPartners supports new movers premovers, current subscriber movers, vacancy monitoring, email movers, and deliverability analysis. This makes it possible for marketers to build mover audiences around acquisition, churn prevention, customer-file enrichment, and campaign execution needs.
Real Estate Direct Mail: Capturing the New Mover Market
22. Census state-to-state migration flow tables estimate moves between states and from abroad
The Census Bureau’s state-to-state migration flow tables estimate the number of people moving between the 50 states, Washington, D.C., Puerto Rico, and to the United States from abroad. This helps marketers identify markets with inbound population movement and new household formation opportunities.
23. ACS state-to-state migration flows are available back to 2005
The Census Bureau says state-to-state migration flows are available starting with the 2005 ACS. For market planners, this makes it possible to compare long-term migration patterns and identify durable inbound or outbound trends.
24. Census asks whether people lived in the same residence one year ago
The ACS asks respondents aged one year and older whether they lived in the same residence one year ago. That simple question underpins many official migration estimates and explains why recent-address-change signals are so valuable in marketing.
Crafting High-Converting Real Estate Mailers for Relocating Families
25. First-time home buyers have reached a median age of 40
NAR reported that the median age of first-time buyers reached 40 in its 2025 Profile of Home Buyers and Sellers. Older first-time buyers may have different income levels, family needs, and service expectations than younger first-time buyers from prior cycles.
26. All-cash buyers represented 26% of buyers in 2025
NAR reported that all-cash buyers made up 26% of buyers in its 2025 Profile of Home Buyers and Sellers. This matters for marketers because cash buyers may move through the transaction faster and require prompt post-close outreach.
27. Sellers used agents at a 91% rate in 2025
NAR reported that 91% of sellers sold with the assistance of a real estate agent in 2025. This reinforces that the move journey involves multiple professional relationships and referral opportunities.
The Economic Impact of New Movers: Trends and Spending Habits
Understanding the Spending Power of Recently Relocated Households
28. Home improvement and repair spending exceeds $600 billion annually
Harvard’s Joint Center for Housing Studies says the U.S. spends over $600 billion annually on home maintenance and improvement. Movers and recent buyers are especially important within this market because homes often require updates, repairs, furnishings, and service changes after a transaction.
29. The U.S. remodeling market remains 50% above pre-pandemic levels
Harvard JCHS reported that the U.S. remodeling market rose above $600 billion and remains 50% above pre-pandemic levels. This creates a durable opportunity for brands selling home improvement, repair, maintenance, and service offerings to new homeowners and movers.
30. Homes built before 1980 drive higher improvement and maintenance spending
Harvard JCHS found that in 2023, average improvement spending for homes built before 1980 was 24% higher than spending on homes built since 2010, while maintenance spending was 76% higher. This helps marketers refine mover targeting by home age and property characteristics.
Economic Trends Driven by Moving Populations
31. The Consumer Expenditure Survey asks about large purchases like cars and appliances
The Census Bureau explains that the Consumer Expenditure Survey’s Quarterly Interview Survey asks respondents about large purchases like cars and appliances, along with recurring costs such as rent, mortgage, insurance, and utilities. These are all categories that often change when a household moves.
32. Home-related spending can persist for up to four years after purchase
Federal Reserve research found that higher home-related spending among first-time buyers can persist for up to four years after home purchase. For marketers, this means the value of a mover audience may extend beyond the first few weeks after relocation.
Beyond the Move: Sustaining Customer Retention for Evolving Needs
33. DataPartners offers move-alert monitoring for existing customer files
DataPartners helps companies monitor customer files for upcoming or recent moves so they can support retention, reduce churn risk, or trigger timely outreach. This allows marketers to protect existing customer relationships rather than only pursue new acquisition.
34. DataPartners supports vacancy monitoring and deliverability analysis
DataPartners’ mover solutions include vacancy monitoring and deliverability analysis. These capabilities help marketers reduce waste by avoiding bad addresses, vacant homes, and poor-quality records.
Building Campaign-Ready Audiences: From Raw Data to Actionable Insights
35. Millennial buyers made up 29% of recent home buyers in NAR’s generational report
NAR’s 2025 Home Buyers and Sellers Generational Trends report found that millennial buyers made up 29% of recent home buyers. This makes millennial movers and home buyers an important audience for marketers selling home services, retail products, financial services, insurance, telecom, and local offerings.
Frequently Asked Questions
How often do people move in the U.S. and what does that mean for marketers?
The U.S. Census Bureau publishes geographic mobility data that tracks mobility in the past year across demographic, income, tenure, region, and reason-for-move categories. For marketers, this means relocation can be treated as a measurable audience signal rather than a vague life event.
What types of purchases do new movers prioritize in their new homes?
Home purchases trigger spending across home-related categories. Federal Reserve research found that home-related expenditure jumps by about $6,000 for first-time buyers and $8,000 for repeat buyers, while NAHB found that new-home buyers spend about $9,250 more than similar non-moving homeowners during the first year after closing.
What makes direct mail useful for new mover campaigns?
Direct mail remains a major marketing channel. Winterberry Group estimated that U.S. marketers invested $39.36 billion in direct mail in 2023, and USPS has commissioned research into direct mail usage across sectors such as retail, finance, insurance, health, and consumer packaged goods. For movers, direct mail can be especially useful because it reaches the household during a period of changing needs.
How do new mover statistics inform long-term customer retention strategies?
Moving can create churn when customers leave a service area, forget to update their contact information, or choose a new local provider. DataPartners offers move-alert monitoring for existing customer files, helping companies trigger timely outreach before a move turns into a lost customer.