Unlocking Opportunities with UK Home Movers: A Strategic Approach for Businesses

Oct 3, 2024 | Direct Mail, Home Movers

The UK home mover market presents a golden opportunity for businesses to retain existing customers, acquire new ones, and mitigate bad debt. With a strategic approach, organisations can target home movers both before and after their move, ensuring they meet the unique needs of this dynamic customer segment.

The Size of the Home Mover Market

Over the past five years, the UK home mover market has seen significant activity. In 2023, there were nearly 1.25 million households progressing through the home mover journey. This trend is now increasing in 2024 and indicates a robust and active market, ripe for targeted marketing efforts.

Spending Patterns of Home Movers

Many goods and services are purchased by home movers only at the time they are moving home, and it may be several years before they are in the market again. Energy, broadband, insurance. DIY, white goods, furniture and home furnishings being just a few examples of products and services home movers review before, during and just after their move.

UK home movers spend approximately £9 billion * on move-related goods and services in the first year after their move. This includes expenses such as legal fees, moving services, and new household items. Additionally, they spend around £7 billion* on home improvements during the same period.

This substantial expenditure highlights the potential for businesses to tap into this market by offering relevant incentives for the key products and services at a time when home movers need them the most.

* Source – Royal Mail

Home Mover Data Opportunities

Accurate and comprehensive home mover data provides many opportunities for businesses, including:

Preventing Bad Debt

Targeting home movers can also help in mitigating bad debt. Knowing your customer is on the move enables an organisation to ensure payments for services taken are paid in full before the customers moves on. It will also be the ideal time to capture their new contact data, ensuring your customer data is up to date and accurate.

Pre-mover Opportunities

Many home movers plan ahead of moving into their new home, presenting opportunities for businesses offering Home Insurance, Broadband, DIY and Home Furnishings.

Opportunities in the 12 Months Following a Move

The 12 months following a move present significant opportunities for many businesses. This is time when households will be making significant changes to their home and contents such as flooring, windows and doors, furniture, bedding, appliances, kitchens and bathrooms.

Renewal Opportunities

Home insurance, broadband and energy are just a few of the many examples where the anniversary of a move can be used to offer households an improved deal once their current offer expires, increasing the likelihood of a customer acquisition and retention.

Timing is All Important

Unlocking opportunities in the home mover market is all about the timing. An offer received too far ahead of a moving date will fail to grab the attention of the home mover. Likewise, once the home mover has already made a purchase they will no longer be in the market.

It is therefore extremely important that the home mover data source is updated regularly, with changes in the status of the property updated at least weekly, from the initial listing to eventual move.

Knowledge of when home movers are most likely to purchase goods and services and how to use the home mover trigger to the greatest effect are just as important. A good home mover data provider will be more than happy to work with their clients to achieve a successful outcome.

Our Home Mover Experience

We’ve been involved in the home mover data market for over 20 years and have worked with organisations in almost every sector where the home mover trigger presents opportunities.

Our home mover services include Mover Alerts, a unique data source, updated weekly and perfect for organisations looking to tap into this lucrative market.

We have also just launched our new and unique Moooove home mover marketing programme, presenting an opportunities for businesses to put their offer in front of 50,000 to 100,000 homeowner movers every month, for a total cost of no more than 20p per mailing pack.

Conclusion

The UK home mover market offers a wealth of opportunities for businesses including prevention of bad debt, retention and acquisition. By understanding the spending patterns and needs of home movers, organisations can develop targeted strategies to engage this valuable customer segment. Whether it’s before or after the move, businesses that cater to the unique needs of home movers are likely to see significant returns on their investment.

by Martin Jaggard – Director at The Ark

Want to talk to us about home movers and how they can add to your sales?

Using Data to Identify Suitable Properties for Renewable Energy Solutions in the UK

Sep 11, 2024 | Data Cleansing

In the quest for a sustainable future, identifying properties suitable for renewable energy solutions like solar panels and heat source pumps is crucial for companies offering renewable energy and insulation products. Leveraging data can significantly enhance the accuracy of this identification process.

The Role of Data in Renewable Energy Suitability

Data plays a pivotal role in determining the suitability of properties for renewable energy solutions. By analysing various data sources, we can gain insights into which households are most likely to benefit from and afford these technologies. Here are some key data points to consider:

1. Household Income and Affordability

– Income Levels: Data on household income can help identify areas where residents are more likely to afford renewable energy solutions. Higher income areas may have more disposable income to invest in technologies like solar panels and heat source pumps.

– Government Incentives: Information on available government grants and incentives can also be crucial. Areas with higher uptake of these incentives might indicate a greater willingness and ability to invest in renewable energy.

Vector concept of investment in real estate

2. Property Characteristics

– Building Age and Type: Older buildings may require more insulation and retrofitting to be suitable for renewable energy solutions. Data on the age and type of buildings can help prioritize properties that are easier and more cost-effective to upgrade.

– Energy Efficiency Ratings: Properties with higher energy efficiency ratings are often better candidates for renewable energy installations. Data from Energy Performance Certificates (EPCs) can be invaluable in this regard.

3. Demographic Data

– Population Density: Areas with higher population density might have more properties suitable for communal renewable energy solutions, such as district heating systems.

– Age Demographics: Younger populations might be more inclined to adopt new technologies, while older populations might need more incentives and support to make the switch, although they are more likely to have savings and an income to pay for renewable energy technologies.

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Combining Data for Comprehensive Analysis

To accurately identify suitable properties, it’s essential to combine these various data points into a comprehensive dataset. The Ark’s Net Zero File achieves just this by combining the physical attributes of over 29.5m UK residential properties with detailed modelled information on the households living in them, creating a multi-dimensional of almost every household in the UK.

Practical Applications and Case Studies

Several initiatives in the UK have successfully used data to identify suitable properties for renewable energy installations. For example, local councils, energy companies and local and national installers have collaborated to use EPC data and household income information to target energy efficiency improvements and renewable energy installations in specific neighbourhoods. We have been involved in a number of these programmes.

Conclusion

Using data to identify residential properties suitable for renewable energy solutions is a powerful approach that can lead to more targeted and effective installations and at a lower cost of acquisition. By focusing on household income, property characteristics and demographic data, we can ensure that households with the greatest potential are identified so that renewable energy solutions are deployed where they are most needed and can have the greatest impact. This data-driven approach not only promotes sustainability but also helps households save on energy costs and contribute to a greener future.

– Martin Jaggard – Director at The Ark

Hiscox award winning campaign leads the way in mail innovation

Dec 20, 2016 | Direct Mail

This week sees the announcement of the winners of the DMA annual awards where Hiscox in conjunction with WDMP has picked up Silver for their best use of mail.

Why we love this campaign

The Ark team really love this campaign; it’s refreshing to see such a highly-targeted use of mail clearly demonstrating its value in the marketing mix. A successful direct mail campaign relies on accurate data, excellent targeting, innovative design and a great campaign strategy; the Hiscox campaign has it all.

Why did Hiscox choice responsive mail?

Hiscox chose responsive mail to reduce the reliance on less effective PPC channels. Their objective was to create standout in a highly cluttered market driving direct quotes. Mail was the perfect choice for this strategy as it enabled Hiscox to deliver a highly targeted, creative campaign to their target audience of high-net worth households. Clever use of in-market insurance data was correlated against a UK wide file using household income and property type/value as well as insight derived from their known insurance premiums to ensure the targeting was as precise as possible improving relevancy for the recipient. The challenge was to target these individuals and highlight that their current insurance cover may not be providing the level of protection they need, leaving them underinsured.

Listening to customer calls helped Hiscox identify a common oversight; customers would remember to insure large ticket items such as jewellery, watches and antiques but would overlook the day-to-day. This insight helped drive the creative strategy and messaging ‘are all the things you love covered’. The creative used an antique wardrobe which opened to reveal a number of designer items that may not be covered by other insurers.

The end result

The campaign was highly successful and delivered Hiscox their most successful month ever. This clever use of mail clearly demonstrates that insight driven targeting and use of data combined with compelling creative creates a highly successful mail campaign. It’s great to see brands like Hiscox leading the way in mail innovation, well done guys, such a beautifully executed campaign and well deserving of this award. See full details on the award winners here.