Mover marketing challenges arise every year as 9% of the US population moves to new homes, translating to a whopping 30 million movers annually!
It also means that 30M+ potential customers are out there every year, just waiting for you to reach them with the right offer at the right time.
We know what you’re thinking: how can you target the millions of people who are planning to move in the near future and cut yourself a slice of the $110 billion moving industry?
We have two words for you: mover marketing! This revolutionary approach targets movers and recent movers.
According to a survey, 75% of those who adopted mover marketing reported an increase in the effectiveness of their marketing strategies!
In this blog, we will take an in-depth look at mover marketing, its challenges and potential solutions.
So, if you also want to attract movers and recent movers to your enterprise, dive in and discover how you can carve out your own competitive advantage…
Mover Marketing Challenges – Table of Contents
- What is Mover marketing?
- Is Mover Marketing a Suitable Strategy for You?
- 6 Challenges of Mover Marketing in 2025
- Identifying the Right Tactics
- Moving a Customer Through the Sales Funnel
- Utilizing Mover Data
- AI Disruption
- Budget Allocation
- Measuring Mover Marketing ROI
- Master Mover Marketing with Lean Summits
- Challenges of Mover Marketing – FAQs
What is Mover Marketing?
Mover marketing targets a specific customer segment: people who are either planning to move or have recently moved.
The logic behind this is simple: a moving, shipping or real estate enterprise has a very precise and narrow Ideal Customer Profile. Prospects who match this ICP (movers and recent movers) exhibit a temporary uptick in their spending habits and behavior.
Mover marketing is the mechanism through which movers and related enterprises can target these specific buyer personas.
It involves three steps:
- Collecting data on the micro habits of movers and recent movers.
- Analyzing macro mover data for insights into customer behavior.
- Using the analysis to target movers and recent movers with personalized offers.
In 2025, mover marketing is gaining momentum due to the increased availability of consumer data and their demand for more personalized experiences.
Is Mover Marketing A Suitable Strategy For You?
Moving is a complex process that involves several steps. According to Speedon’s research, the average customer engages with at least 71 brands while moving!
If you operate a logistics, shipping, packing, moving or real estate business, your target should be to appear on the list of the 71 brands.
But, mover marketing isn’t just beneficial for the obvious candidates. It also promises huge benefits for several segments, such as:
- Finance companies
- Insurance firms
- Furniture retailers
- Household service providers
In short, mover marketing can play a crucial role in bringing you your next lucrative customer if movers remotely match your ICP.
So, what are the challenges to mover marketing? And how can you overcome them? Let’s find out.
6 Mover Marketing Challenges in 2025
Before we discuss the 6 challenges every mover marketing campaign must address, let’s explore the inherent complexity of mover marketing:
How can you identify and distinguish movers from other customers?
We’ve one word for you: data.
Think about it: what do you search for right before you move? You’ll need a house, a car, furniture, packers & movers, means of transportation, and several other things.
In the 21st century, people find it very convenient to search for such services online due to ease of use and convenience.
In short, mover marketing is a data-centric approach to identifying and targeting movers and recent movers. As we will see, it is one of the most significant challenges to mover marketing.
With that out of the way, let’s address the six challenges facing all mover marketing efforts in 2025.
1. Identifying the Right Tactics
As we’ve discussed, mover marketing is different from other marketing tactics primarily due to its target audience: movers and recent movers.
So, the first challenge facing mover marketing is to identify the tactics that can yield the most traffic, engagement, and conversions.
As of 2025, there are several marketing tactics for us to choose from:
- SEO to increase website traffic
- Paid Ads to attract already interested customers
- Customer Journey Mapping to understand the right time to target movers
- Review Forums to build organic brand reputation and awareness
- Word of Mouth through references and real estate agents
Which Tactics Should You Approach?
Since every tactic will take up a specific part of the mover marketing budget, we are faced with the problem of a zero-sum game. Here’s how you can overcome this challenge:
- Identify Your Ideal Movers
First, make an ideal customer profile. Which movers are you targeting? Are you looking to provide high-value services to select clients? Is there a specific region you want to focus on?
This will give you an idea of the customer segment whose behavior you should monitor and map.
- Understand Where Your Buyer Personas Hang Out
Prospects who match your ICP will cluster together, either within a specific region or on a digital platform.
For instance, if a majority of your buyer personas are seniors moving to Florida, you need to adopt a direct marketing strategy with print ads or emails.
Conversely, if you’re targeting young adults moving to the East Coast, you need to adopt a multichannel mover marketing strategy.
- Deploy Paid Ads During Peak Moving Seasons
Paid ads can be extremely effective, but their effectiveness depends on when you deploy them. We recommend identifying the peak moving seasons, such as Summer or the Holidays, and targeting specific digital platforms with paid ads for maximum efficiency.
2. Moving a Prospect Through the Funnel
When it comes to mover marketing, you have a very small window of opportunity. Once the mover has started their journey, you’ll have to move on to the next customer.
Even if you’re operating in an industry that targets recent movers (i.e., those who have already moved to their destination), you have a maximum of 30 days to attract them to your insurance, finance or retail business.
For this reason, you must focus on creating a smooth sales funnel to ensure that your prospects don’t leave you halfway through their buying journey.
How to Create a Smooth Sales Funnel:
To overcome this challenge, we recommend you take the following steps:
- Developing an SEO-friendly website
An SEO-friendly will make your business appear like a lighthouse in the middle of an ocean. It will guide them to your services without any paid advertising.
So, the first thing you must do is create an extremely SEO-friendly website that targets regional and long-tail keywords.
- Providing Comparatives with Competitors
No customer will make an instant buying decision unless they’re extremely short on time and find a reputable company. And most customers will not fall into the latter category.
Providing comparisons with your competitors will do two things: it will inspire confidence in your business practices, and it will allow you to highlight your USPs against your competitors.
- Allowing Customers to Compare their Quotes
At the end of the day, most buying decisions will depend on the quote you provide. Whether it’s shipping, mortgage, insurance or moving, all industries run on quotes.
We suggest you allow your customers to compare quotes from your competitors with yours. You can even use this data to lower your prices and undercut your competitors.
Another thing you can do is save customer quotes for a limited period. For instance, you can promise your customers that the quote they’ve requested will be good for 15 days.
This will create a sense of precommitment within your customers while giving you a timeline during which you can convert them with more incentives.
- Providing Incentives Like Discounts and Rewards
Speaking of incentives, we also recommend giving your customers discounts and rewards, especially if your analysis suggests they will be long-term customers.
In essence, you would be deploying the skimming pricing strategy, banking on converting short-term customers into loyal brand advocates.
3. Utilizing Mover Data
The 21st century runs on data. And mover marketing is no exception to this rule. As of 2025, we have a lot of data available on movers and recent movers. This includes:
- Demographic Data: Contact Information, Location, Job Profile, No. of Residents.
- Consumer Segments: First Time Movers, Renters, New Home Owners.
- Shopping Indicators: Recent Purchases and Buying Intent
- Property Data: Mortgage Amount, House Type, Square Feet, etc.
- Pre-Move Indicators: Consumer Behavior, Recent Searches, Property Moves.
The challenge is simple: which data most reliably highlights a product-market fit for a specific customer?
In our opinion, the solution is as simple as the challenge: we recommend hiring an agency to create a laser-sharp mover marketing strategy.
A growth marketing agency could be your one-stop solution for developing mover and non-mover marketing strategies to attract new customers. Such an agency can help you understand which data to collect, how to analyze it, and which marketing strategies will best fit your target audience.
4. AI Disruption
In the past year, we’ve witnessed proclamations of the death of SEO and the rise of AI Overviews. While these claims have been exaggerated, AI has definitely disrupted the flow of SEO tactics.
For instance, top-ranking moving companies and related enterprises may not appear on the AI Overview.
Plus, many customers may rely on AI for recommendations on popular moving companies, the best shipping methods, and even average quotes!
At Lean Summits, we believe that the challenge of AI disruption is the opportunity for AI optimization.
How to Optimize for the Era of AI
- Targeting Regional Keywords with Content
As AI becomes more and more capable, it will also be able to answer localized queries. So, we recommend that you target regional keywords with content marketing campaigns.
This will increase your visibility and your chances of appearing on AI searches.
- Making LLM-Friendly Websites
AI algorithms rely on language learning models to answer user queries. While they’re similar to search engine crawlers, they also have very subtle and specific differences.
For instance, your website must have a sitemap so that the AI algorithm can quickly understand what you’re offering.
To make your website more “visible” to AI algorithms, we recommend you use bullet points, clear headings, clean metadata for images, and a table of contents for your blogs.
- Adding FAQs to Respond to Users’ AI Queries
Lastly, we also suggest you include FAQs with all your blogs. This will help you address very specific user queries that they may ask the AI. Plus, as an added benefit, it will also provide additional coverage for long-tail keywords!
5. Budget Allocation
As we have seen, budgets are a zero-sum game. Your enterprise may be targeting different types of customers, so you must create a marketing budget that caters to all segments without compromising on any ICP.
For instance, as a shipping company, you might provide LTL shipping services to furniture retailers, auto shipping services to movers, and FTL services to industries.
Now, you can’t ignore any of these sectors altogether. Rather, you must strike the right balance in allocating a budget to mover marketing.
According to a 2022 survey, marketers who apportion budgets to mover marketing fall into three broad categories:
- Less than 10%
- 10%-50%
- More than 50%
The challenge is thus: what is the best spot on the cost-to-returns curve for mover marketing?
We recommend that you take three key considerations into account while deciding your mover marketing budget:
- What percentage of your past customers have been movers and new movers?
- Are you looking to expand into the mover and new mover segment?
Our recommendation: Assign a marketing budget that is proportionate to the revenue that you’ve received in the past or want in the future from recent movers.
For instance, if you want to earn at least 25% of your revenue from recent movers, you should ideally assign at least 25% of your budget to mover marketing.
6. Measuring ROI
Now, we get down to brass tacks: how can you know that your mover marketing strategy is working? The answer is marketing ROI.
But this isn’t all that easy: a Business Wire article suggests that nearly 84% of marketers struggle to prove their marketing ROI. This challenge applies to mover marketing as well.
In fact, it might be even more difficult for mover marketers to prove their marketing ROI. For instance, traditional marketing metrics like Customer Lifetime Value may not apply to mover marketing, as moving is rare in many people’s lives.
So, what KPIs to include when measuring mover marketing ROI?
In our experience as a veteran growth marketing agency, these four metrics can be very valuable to measuring mover marketing ROI:
- Return On Ad Spend (ROAS)
- Organic Traffic
- Conversion Rate
- Cost Per Acquisition
By comparing ROAS and organic traffic, you can also evaluate which one of your mover marketing tactics is working better. You can also understand how well your SEO efforts are working by comparing organic traffic and the conversion rate.
Note: Customer Lifetime Value may be useful for non-logistics enterprises targeting new and new movers.
Master Mover Marketing with Lean Summits
As economic and social mobility increases, more and more people are moving across the United States and even internationally. This is reflected in the fact that, on average, 60,000 people move across the country daily.
In such an environment, mover marketing opens up lucrative new opportunities for shippers, movers & packers, and related industries to target customers.
We also understand the significant challenges involved in mover marketing, a new marketing segment with a very niche target audience.
Well, the good news is that we at Lean Summits have extensive experience helping shipping and moving companies optimize their marketing strategies to suit the needs of their clients.
Through the power of growth marketing, we have helped them expand their customer base, increase brand awareness, and boost their revenue.
Connect with us to discover how we can help you develop a comprehensive mover marketing strategy, or explore our services for more information.
Let’s work together and conquer the summit of your industry!
Mover Marketing Challenges – FAQs
1. Why is Mover Marketing in 2025?
Mover marketing targets people who are in the process of moving or have recently moved to their new homes. Research from Porch Media shows that several services, such as moving & packing, furniture & auto shipping, finance & insurance, and retail segments, can benefit massively from adopting mover marketing campaigns. This is because it involves marketing directly to movers at a time when they show a temporary uptick in their spending habits.
2. What Industries Can Benefit from Mover Marketing?
Mover marketing can directly benefit all services that cater to people in the process of moving or those who have recently moved to their new homes. The industries include shipping & moving services, insurance & finance, retail, and other industries. In 2025, mover marketing is a must for any business that identifies movers with their ICP.
3. What Are the Main Challenges to Mover Marketing?
The main challenges to mover marketing in 2025 include:
- Setting up actionable goals
- Using niche mover data to target ICPs
- AI disruption to SEO efforts
- Budget allocation to mover marketing tactics
- Measuring mover marketing ROI
The ideal strategy for overcoming these challenges is to consult a mover marketing agency like Lean Summits, which specializes in growth marketing.
4. How to Set Up a Mover Marketing Strategy?
From our experience, you can set up a mover marketing strategy in five simple steps:
- Identify your ideal moving customers
- Allocate a marketing budget proportionate to the mover revenue you want to achieve
- Set up aggressive SEO and AI Optimization tactics
- Consult an agency that can adopt a data-driven approach to mover marketing
- Establish Key Performance Indicators to measure your mover marketing ROI
5. What are the Best KPIs to Measure Mover Marketing ROI?
Measuring ROI is one of the most significant challenges to mover marketing. This is because traditional marketing KPIs like Customer Lifetime Value may not work, as moving is rare in an ordinary customer’s life. In our experience, the best mover marketing KPIs include:
- Customer Acquisition Cost
- Average Organic Traffic (month on month)
- Return on Ad Spend
- Conversion Rate
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