Moving Industry Trends: Beat Seasonal Ups and Downs
The moving industry is a "piggyback" industry to the real estate market. Managing the ups and downs of the housing market can be a real challenge for businesses operating within the real estate industry.
What’s the solution for movers trying to run a year-round business in a seasonal industry?
Everything changes with the seasons. The temperature outside and the number of leaves on the trees echo the temperature of the real estate market and the number of new listings available. They ebb and flow between the seasons and throughout the entire year.
By understanding the seasonal trends of the real estate market, movers can create a year-long marketing plan and budget that is adjusted strategically season by season. A well-planned marketing plan will lengthen the busy season and moderate the slow season, delivering steady sales year-round.
In this blog, we share our inside perspective on real estate trends and how adjusting an automated direct mail campaign can help reduce the strains of a seasonal business.
Don’t FALL into the slow-down trap!
Check out our video on how to adjust your direct mail campaign for the Fall.
August - October
| FALL |
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Real Estate Trends New listings decline. Movers must market to stay busy. Response Timing Average “days on the market” will start increasing. Leads mailed now result in business during the slower months of Nov and Dec. Marketing Adjustments Adjust List Criteria to reach as many leads as possible:
IT IS CRITICAL TO MAIL IN THE FALL. Your budget should include mailing postcards to all available leads to capture business in November and December |
Temperatures cool, and so does the housing market. Families turn their attention to back-to-school, and there is a brief pause in the market. However, there are good reasons to purchase a home in the fall, which means listings abound, and there are moves to be booked.
Automated marketing and continuous mailing can improve your season during these critical months. Because homes are on the market longer, fall leads are the base for your winter jobs. If a mover doesn't mail enough in the fall, it will negatively impact the slower winter months.
Who is listing now?
People are less likely to list their homes, especially families with kids starting school. But plenty of people still need to move during this period.
Mailing during the Fall season results in a steady stream of jobs and is critical to keeping your sales pipeline full during the winter. Failing to mail in the fall will result in an even slower winter!
Spirits are bright during the holiday season – but the market cools off!
Give our video a view to see how direct mail works for movers during the winter months.
November – December
| Early Winter |
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Real Estate Trends The housing market slows, especially during the Holidays. Between Thanksgiving and New Year's, you can expect the number of leads to taper off. Response Timing The market slows, and the number of days on the market increases. But with less inventory on the market, sales continue to happen. Marketing Adjustments Adjust List Criteria to continue to receive the correct number of leads.
Mailing even a minimal amount of leads now will result in more calls in late winter and early spring. |
After the back-to-school rush, there is a significant slowdown. Fewer homeowners list their homes, meaning your weekly lead list will be smaller.
Let's face it. What homeowner has time during the busy holiday season to have their home on the market and wants showings during Thanksgiving, Christmas, and New Year's. There may be fewer listings, but listings that come on the market can be profitable for movers. Many are first-quarter job relocations, and homeowners enjoy a slightly higher sale price on their homes. These both translate into more money available to book a high-quality moving company.
Who is listing now?
Most frequently, they are homeowners that have an urgent need to move and are very motivated.
Many movers take a break during the holiday season because they don't have a budget left. Use this opportunity! There will be less competition for these very motivated homeowners. And even if the home takes longer to sell - you retain the position of "First Introduction." Homeowners will hold onto your card until it is "the right time" to hire a mover.
Celebrate the New Year & the approaching end of the slow season.
Check out our video on why direct mail works for movers in the winter months.
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END OF WINTER |
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Real Estate Trends The housing market is volatile on a week-to-week basis, and total new listings are low. Response Timing The average "days on the market" can range from 20 to 60 days. Reaching a new listing now will generate calls well into April. Marketing Adjustments Adjust List Criteria to increase weekly leads. In winter, increase your coverage area or change other criteria to maintain a steady quantity of leads.
By mailing in January, you'll receive more 1st quarter phone calls, and you'll be booking moves well into spring. |
January
The conclusion of the holidays marks the end of the slow season. January is a volatile month. First, there is a spike in listings right after the holidays, and the market proceeds to experience ups and downs. Anecdotally, there is usually a spike in listings the week after the Super Bowl, which tends to make up for the slow month!
February
The February market changes week to week, but overall, listings increase as Spring approaches.
Who is listing now?
These are homeowners with an urgent need to move. In fact, according to Redfin.com, this past January was hotter than ever.
Many movers take a break during the slow season - this is an opportunity for you! Get an edge on the competition by reaching motivated homeowners as soon as they list. The odds are, with your postcard in the hand of the homeowner, your company will be the first one they call. Even if the home takes longer to sell - you retain the position of "First Introduction." Homeowners will hold onto your card until it is time to hire a mover.
Spring has sprung!
Don't miss our video on how movers can ramp up their marketing for the spring season.
| SPRING |
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Real Estate Trends Increased Listings = Increased Leads. Ramp up marketing to ensure a strong summer pipeline.
Response Timing The average number of "days on the market" lowers and can range from 20-40 days. Mailings in the Spring build steady calls into early Summer. MARKETING ADJUSTMENTS Adjust List Criteria to continue to receive the appropriate quantity of leads weekly. Consider tightening your coverage area in late spring since more leads are available.
Mailing to fresh Spring listings creates the base of the sales pipeline for the summer. |
March
In spring, homeowners start to focus on listing their homes, and the housing market grows. March has changed over the last couple of years, and it used to be considered solidly in the "slow season," but that's no longer the case. Early March is a slow ramp upwards, and by the conclusion of school Spring Break, there is a measurable growth in new listings and a shift to the Spring Market.
In the realtor.com March 2022 Monthly Housing Market Trends Report, economic data managers, Sabrina Speianu and Danielle Hale discuss how homes are consistently spending less time on the market than in previous years. This reaffirms what other experts have cited that buying season starts in March, no longer April.
April
Traditionally, April sees a bump in leads after Spring Break and a slow down around Easter weekend.
Who is listing now?
Early listings tend to be homeowners trying to beat the competition, hoping their homes will sell faster if they are first on the market. These homeowners are ready to move and are looking for a mover.
Historically, March and April are when movers start ramping up their marketing. Movers that paused their marketing over the winter have missed marketing to older listings and are now competing with more movers for new listings. Build a strong foundation for the summer by continuing to mail in the spring.
Summer is hot, hot, hot!
May - June
| SUMMER |
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Real Estate Trends The summer market is hot! New listings are available in high quantities each week. Response Timing The market is moving fast, and homes go contingent quickly. To be considered, you need to market to them as soon as the home is listed. If you are splitting your budget between mailing to new and pending listings, pause the pending campaign and focus all of your budget on capturing the homeowners who have just listed. Marketing Adjustments Adjust List Criteria to continue to receive the correct number of leads weekly. Tighten your target to "cherry-pick" the best leads.
DON'T STOP MAILING; instead, mail strategically. Mailing in late summer sets your fall up for success. Make sure to save marketing money for the fall. |
The summer market will keep you busy! But this is not the time to stop marketing completely. You can adjust weekly mailings through automated marketing to keep your calendar booked with moves without overwhelming you.
You must reach new listings ASAP this time of year to be considered for the job. And postcards are the best way to get the correct lead at the right time!
July
In July, there will be a slowdown around the 4th of July. Homeowners shift to thinking about fall or lower list prices to encourage offers. This month is your time to adjust marketing for the fall market.
Who is listing now?
Well, pretty much everyone! Homeowners with families like to move over the summer when the move doesn't impact their kids' school schedules.
Movers should capitalize on the sense of urgency in the busy season. Take a look at the stats on the months that give sellers the most return (May, June, July).
Don't pause your marketing during the busy season.
If you pause, your sales pipeline will collapse and lead to a less profitable busy season because you are no longer targetting high-value moves. If you must reduce incoming calls to accommodate the workload, we recommend mailing to a more targeted demographic of higher list price homeowners. With consistent mailing, the typical summer slowdown of late July is minimal. Plus, postcards sent now will have phones ringing into the beginning of the Fall Season.
Market Year Round with Automated Postcard Campaigns!
To maintain steady sales, movers need to have a plan for the entire year. The most crucial factor is committing to a year-round marketing plan that includes weekly automated postcards. Your marketing budget should consist of a line item for year-round postcard mailings.
- Spring: Mail to build a solid summer base and make this your best year yet!
- Summer: Target high-value moves to fill your booked calendar with the largest, most profitable moves.
- Fall: Mail to keep phones ringing in the winter and prevent a severe seasonal slowdown.
- Winter: Budget for year-round postcards. Pausing marketing guarantees a lack of jobs.
Automated Postcards Make Marketing HASSLE- FREE & Maintain your Pipeline
Our automated direct mail postcard program means MovingLeads.com does all the work for you. All you have to do is answer the phone.
- Automated marketing reduces your summer "to-do" list.
- Quality customized postcards keep the phones ringing, even during the slow season.
- MovingLeads.com does it for you, making marketing less work and money. Please read our blog that explains how marketing automation pays off.
- Your Budget, Your Timeline. Our all-inclusive pricing includes the lead, postcard, printing, and first-class postage, saving you time and money. Please note that we require a minimum of 500 postcards per week for our customers' automated direct mail campaigns.
Now is the time to get started with Automated Postcards! We can get your postcards designed and in the mail within one week of signup. Call us at 303-443-0767, and we can walk you through the process and answer any questions you may have.
See how many ideal leads are available in your target area(s)!
