New Mover Study from Epsilon Targeting Reveals Billions of Dollars in Spending Opportunities

Please Fill Out the Form on the Left to Download

The United States economy has experienced a major downturn over the past few years. Many economists attribute this downturn to the housing crisis. As of February 2011 there were 543,000 homes sold, 80 percent below the peak in 2005, making the number of existing and new home sales hit the lowest point in almost two decades.

But despite the continuous decline in home sales, Epsilon found that the number of people moving has steadily increased since mid 2009.

Epsilon has been compiling New Mover Data for over a decade. Since the beginning of 2007, Epsilon has analyzed the trends of new movers and home sales in order to understand the underlying dynamics of the economy and their effects on our ability to become better marketers. The chart above shows new mover and home sale counts overlaid by trends from January 2007 to April 2011. As the chart illustrates, there has been a decline in both movers and home buyers through the end of 2008. However, as home sales continue to trend downward, Epsilon has seen a significant uptick in the number of movers in recent months.

This growing gap between the number of movers and the number of home buyers demonstrates the likelihood of new movers to rent as opposed to buy.

Why has there been such a dramatic change in such a short period of time? More importantly, what are the implications for marketers today?