Re-posted from Deliver Magazine, May 2012 Issue
by Allan Nahajewski
With a battered U.S. housing market finally showing signs of recovery, marketers have growing reason to be hopeful about renewing efforts to reach what has traditionally been a reliable and coveted consumer group — new homeowners.
Why are homeowners so desirable? Because they represent a diverse group with one common trait: They are ready, and often need, to spend. For large brands, new homeowners represent a chance to score sales on big-ticket items (think appliances, furniture, etc.). For smaller, local businesses, this consumer group offers a chance to tap new revenue streams and foster loyalty among a fresh customer base.
“Narrowing down mailing lists based on specific attributes that relate to a physical location can be one way to target new homeowners. For example, one can mail to recipients who have recently changed addresses or who have been registered at an address for a short period of time. Another method would be to target areas that have a high volume of new construction.” -- Cynthia Fedor, Marketing Team Lead, QuantumDigital
The new homeowner is unique because he or she comes into a neighborhood with specific needs, but probably without specific store loyalties. Doesn’t that sound like an ideal audience ready to absorb your direct mail message?