• by Ray Schultz , August 24, 2022

New movers have long been seen as the best prospects for almost everything -- at least for traditional direct marketers. But that may have to be rethought, given current inflationary pressures. 

Of those who have recently moved, 34% report a higher-cost of living post-move, according to a study by Gravy Analytics. 

And those consumers say those costs are their biggest daily challenge. 

This suggests that email marketers and direct mailers should emphasize price when marketing to new movers. 

As to why they moved, 33% sought more space, 22% of movers wanted to be closer to family and 18% were driven by a need for more affordable housing. But that last figure may not reflect the reality.  

Counties that gained the most population between Q1 2020 and Q1 2022 had a 33% lower weighted average median home value compared to the counties that lost the most people, Gravy Analytics says. 

However, median household income is only 6% lower in top gaining counties than in top losing counties. This suggests that movers gained by spending less on housing.