There’s a misconception out there among many marketers about new residents and discretionary spending. The assumption is that since they’ve recently purchased or rented a home and have gone through the expense of moving, they’re cash poor and reluctant to spend. It turns out, that’s not necessarily true.
In fact, those who have recently bought a home might still be in the spending spirit – and since they’re clearly not afraid of buying big ticket items, it would be a mistake for automotive direct mailers to skip over their mailbox until they’ve gotten settled. There’s something about spending money and getting new things that’s just infectious – and once a whole lot of money has been spent, it’s far easier for consumers to justify spending even more money as they work to build a new lifestyle.
Another reason to target new residents to your area – a much more obvious one – is that, as new residents, they’re going to be targeted by other businesses. If your name isn’t in the mix early, as they’re learning the area and considering new vendors, another marketer can easily swoop in with their catchy direct mail pieces and steal them away from you. You wouldn’t want that, would you? At the very least, by getting your automotive direct mail campaigns out to new residents early, you have a chance of competing with other dealerships doing the same. Best-case scenario: yours is the first direct mailer to cross their threshold.
Plus, if you target new prospects in an even more personalized way with automotive direct mail, you may win their favor. For example, send out a mailer that welcomes them to the neighborhood and offer up “move in” specials. Offer to detail their car after a move, for example. Moving is messy and can really ravage the interior. That simple gesture for a new resident could feel like you rolling out the red carpet for them – and they’ll remember it fondly.
Another note for new resident mailers: remember that the target might not have the foggiest idea of where you’re located or how to get from their home to your lot. So, consider adding a simple map to the automotive direct mail piece and make certain your phone number and address are clearly displayed on the piece as well.
And, if the new resident isn’t exactly new to the area, don’t ignore them. For many consumers, the mere act of moving to a new part of town or a nearby suburb of the same city can prompt them to consider new services, especially those that are more convenient or potentially lucrative for them to do business with. A name already on your existing target list that suddenly pops up with a new address can also be an opportunity to recapture or refresh a relationship.