Summer is the time for road trips, barbeques, and beach days. It’s also your the perfect opportunity for you to welcome new movers to the neighborhood.
Peak moving season stretches from May through September, with more than 60% of all U.S. moves taking place during this window. In fact, the latest data shows that June, July, and August are the busiest migration months.
So, what does that mean for your marketing? Because new movers are establishing new routines and finding new service providers, their spending peaks dramatically. Research from PGM Solutions found that this audience spends approximately $11,000 in the first 6–12 months of moving on a variety of products and services.
Why Summer Is the Season for Mover Marketing
In the summer, weather conditions are generally warmer and dryer in most of the U.S. School is also on summer break. Between the end of June and July, renters are starting or ending their lease, and homebuying and selling is at its peak.
All of these attributes make summer a prime time of year to relocate and build a new life. If you reach new movers early on and throughout their move journey, you’re set up to stay top-of-mind before, during, and after their move.
Why Summer Movers Are One of the Most Profitable Consumer Segments
Summer’s new movers are open to new brands. Studies show that 90% of new movers are willing to try new brands or companies as they set up life in a new place.
And this audience makes a whole bunch of decisions, on a wide variety of needs and wants, in a very short amount of time.
Mover annual expenditures exceed $150 billion, they are five times more likely to become long-term customers if you reach them first, and they spend more within the first six months than the average consumer spends in three years.
Which means that you’re missing out if reaching them isn’t a key part of your acquisition playbook.
5 Reasons Summer Movers Outperform Other Audiences
1. Summer movers make immediate, high‑value buying decisions
New movers buy a lot. They’re writing to do lists geared toward making their new home functional and want to feel settled in as soon as possible so they can enjoy the warmest days of the year.
Wanting to make a house into a home drives faster conversions and order values across essential categories.
2. Local loyalty is up for grabs when it comes to your new neighbors
Studies show that new movers are three times more likely to try a new brand than established consumers.
I remember moving with my kids last April. We needed a new sectional, a new dentist, a new place for Taco Tuesday. And we needed it all immediately.
And summer adds a whole new layer to what a new mover needs and wants as they’re establishing their roots. They’re creating a new lifestyle on a compressed timeline while their kids are out of school and their schedules are less structured. They’re able to spend more time exploring, trying local restaurants, finding parks and pools, and building their rhythm in time for the fall.
If you can reach summer movers while they’re building new habits, you can win them over for seasons to come.
3. New residents are highly receptive to your message
Including useful local tips and a warm welcome can go a long way.
Imagine you send, “Here’s how to get set up this summer.” You share summer tips, events, or a local must-do list.
You give them content that’s relevant in multiple ways. It’s seasonal while simultaneously empathizing with their current state of transition. You’ll stay top of mind because you’re meeting them during the busiest time of the year and one of the busiest times of their life.
Your outreach feels personal, relevant, and genuinely neighborly.
4. Summer movers love (the right) offers
80% of new movers redeem coupons before, during, and after their move.
So, if you’re not including coupons as a part of your welcoming message, you’re likely missing out on the opportunity to draw them in.
For example, a targeted Instagram ad from a neighborhood café saying “Just moved in? Come sample our Summer menu & your first iced latte is on us!” can be the nudge that turns a scroll break into a visit (and a habit).
You can pull in the things your customers love about your brand in the summer, create new mover deals that highlight them, and invite your new neighbors to experience them.
5. New movers are known for widespread spending
New mover spending grows 20% across the first year, meaning they have long term value that lasts for months.
Summer movers start their to do list with HVAC maintenance and cleaning supplies, and then it keeps growing as they settle in and embrace the summertime season with the personalization of their home.
Think about it, summer means:
- Patio furniture.
- Lawn care.
- Fresh paint projects.
- Kids’ gear for camps and sports.
- Home repairs (and the daylight to get them done).
- “Let’s explore the neighborhood” purchases.
And their spending stays elevated for months as new residents continue turning a house into their home.
How You Can Win with Summer Movers
Now that we know the value that summertime new movers can bring to our marketing strategy, let’s explore how you can win this ready-to-buy customer over.
1. Reach Them Early
Ideally, you want to get in front of them within 30–60 days of move‑in. Industry benchmarks show contacting new residents in their first 1–2 months delivers a dramatically higher response than targeting established residents.
This is even more important in summertime, when the added business of the warm weather season effects their to do lists and the approach of Fall creates a time crunch.
2. Personalize the Message
Approach them with a simple “welcome to the area” and some local relevance, with a touch of summertime vibes.
You can offer, “Here are three summer‑ready ways to settle in faster,” and show them that your brand is a resource for them.
3. Offer Genuine Seasonal Value
They’re moving and busy, during the most energized season of the year, so offer them something practical, timely, and easy to redeem.
Summer movers are searching for trusted businesses, so some ideas are:
- Free install or month‑one credit on internet.
- Summer HVAC tune‑up bundle.
- Backyard cleanup + mosquito treatment.
- “New resident” banking perks.
- A family night BOGO at a local restaurant.
4. Combine Direct Mail + Digital Touchpoints
The best mover programs meet people where they are:
- A newly painted mailbox
- Checking their email
- Scrolling their social media
- During a google search search
Summer is especially noisy, so make sure you’re present right when they’re making decisions.
Next Steps
Summer movers are everything you could ever want in an audience.
They’re a high‑intent, high‑spend, and highly receptive.
Are you ready to build a summer playbook for welcoming them?
To discover how Welcome Wagon helps new families connect with businesses like yours- right as they move in. Call us at (800) 77-WELCOME or visit us at www.welcomewagon.com.
