Mover Mail Strategy for Home Service Businesses

Mover Mail lets home service providers automatically reach new residents in their service areas with personalized direct mail. It runs in real time, uses fresh mover data, and needs no manual list uploads. Use it to introduce your brand early, win jobs first, and set the tone for long-term relationships.

Intended audience

• New residents in your service area (homeowners, and renters where it fits).
• Home service providers: plumbing, HVAC, roofing, electrical, pest control, landscaping, cleaning.

Strategic objective

• Acquisition: Become the go-to provider for new residents.
• Lifecycle: Make a strong first impression and establish a repeat service cadence.

Why this works

• Perfect timing: Moving creates immediate needs (utilities, safety checks, cleanups, repairs). Your mail arrives when help is needed.
• Always on: New movers are added continuously. You stay top-of-mind without extra work.
• Personal, local: Handwritten pieces and neighborhood references build trust fast.
• Measurable: Track new customers, revenue, and ROI from the dashboard.

Core levers to set up (at a glance)

• Service area: Map by radius or custom polygon.
• Audience filters: Mover type (owner or renter), property type (single-family or multifamily), move-in timing with an optional lookback.
• Touches: One-touch welcome or a follow-up send 4 weeks later.
• Volume control: Optional target cap to manage monthly sends.

This playbook covers strategy. For click-by-click setup, use the Mover Mail setup guide in your Help Center.

Messaging and creative guidance

Tone: Friendly, welcoming, trustworthy, community-oriented.

Themes to lean on

• “Welcome to your new home and neighborhood.”
• “Here’s a gift to help you get settled.”
• “We’re here to keep your home comfortable and safe.”

Creative tips

• Favor handwritten-style postcards for authenticity.
• Reference the neighborhood or show your local service van.
• Keep a single, clear CTA (book online, call now, schedule an estimate).
• Use a short service checklist for instant value.

Sample campaign ideas

1. Welcome Offer Postcard
   “$50 off your first plumbing service” with QR to schedule.
2. Seasonal Service Reminder
   HVAC tune-up before summer or winter, pest barrier before spring.
3. Neighborhood Checklist
   “New homeowner checklist” with roof inspection, pest control, lawn start-up, and gutter cleaning.
4. Safety and Comfort
   Electrical safety check or water heater inspection in week 2 or 3 after move-in.

Best practices for execution

Targeting

• Start broad: all new homeowners in service area. Test adding renters for cleaning, pest, or handyman services.
• Use lookback of 30 days to capture recent movers while you ramp.

Timing

• Mail as close to the move-in date as possible.
• Consider a second touch at 4 weeks with a different offer.

Offers

• Make it easy to act: free inspection, discounted first service, or new customer bundle.
• Keep copy short and benefit-led.

Format

• Test handwritten vs. printed postcard.
• Add QR code and a trackable phone number for attribution.

Cadence and caps

• Start with a modest monthly cap as you learn. Increase with results.

Advanced tips / pro plays

1. Multi-channel layering
   Upload addresses as a custom audience for social and display. Run ads while the card lands. Follow up with email or SMS if available.
2. Multi-touch sequencing
   Welcome in week 1, checklist offer in week 4, seasonal tune-up near week 8. Keep each message distinct.
3. Owner vs. renter variants
   Owners: safety, longevity, preventive care. Renters: quick fixes, move-in freshness, deposit-safe cleaning.
4. Service bundles
   Create “new homeowner bundles” (HVAC check + duct cleaning) or “move-in refresh” (deep clean + pest barrier).
5. Seasonal pivots
   Adjust offers around heating/cooling peaks, storm seasons, or lawn start-ups without changing your core workflow.

Templates you can adapt quickly

• Welcome to the neighborhood
  Friendly greeting, map pin or local photo, first-service offer, QR to schedule.
• Service checklist for new homeowners
  Three to five quick checks with a small incentive to book two or more.
• Seasonal reminder
  Clear headline tied to weather, short benefit bullets, limited-time tune-up price.

Measurement and attribution

Track both response and revenue so you can scale with confidence.

Core metrics

• New customers acquired
• Conversion rate = Orders ÷ Mail recipients
• Average job value
• Incremental revenue = New customers × Average job value
• ROAS = Revenue ÷ Spend

Attribution setup

• Use unique promo codes and trackable phone numbers.
• Add QR with UTM to identify source and offer.
• Compare periods or geos. For rigorous testing, hold out a small area.

Key takeaways

• Mover Mail combines automation, personalization, and timing to win new residents fast.
• Handwritten-style pieces and local references build trust and response.
• Keep offers simple, timing tight, and measure everything.
• Start with a cap, prove ROI, and scale.

Want help tailoring this to your services and territory? Book a quick walkthrough and we’ll map out your first Mover Mail plan.