How a new homeowner list ran transform your marketing strategy

Sept. 22, 2023
A new homeowner list allows business to target specific groups who may be seeking products and services for their new residences.

This article is for business owners in the water quality industry who are looking to take their marketing strategy to the next level and stay ahead of the competition. For many dealerships, a new homeowner list could be the game-changer they have been searching for. 

A new homeowner list lets you tap into a highly receptive audience that is actively seeking products and services related to their new home. By targeting this specific group, you can unleash the power of personalized marketing and tailor your messages to their unique needs and interests. 

The 2021 WQA Consumer Opinion Study indicated that 75% of water softener purchases were made in the first year of homeownership. And 22% of those purchases were made in the first month in the home.  

When you incorporate this insight into your marketing strategy, you will see increased engagement, higher conversion rates, and ultimately, a stronger return on investment. 

Remember, every dealership is constantly vying for the attention of consumers, and you need to find innovative ways to stand out from the crowd. When you use a new homeowner list, you gain a competitive edge because you are specifically targeting a specific group of individuals. And you know that this group has unique needs and requirements which make them a perfect target for your marketing campaigns. 

Understanding the power of a new homeowner list 

Basically, a new homeowner list is a database of individuals or households who have recently purchased a home. This list is highly valuable to marketers in the water quality industry since it provides entree into a specific segment of the population that is likely to be receptive to water-oriented offers and promotions. By understanding the power of a new homeowner list, you can unlock a wealth of opportunities for your business. 
New homeowner data is available on a weekly, monthly, even daily basis. There is power in being first in the door and many dealers will say that being first is the way they want to go. 
Remember, these individuals are in the midst of a major life transition. This is a time when your audience is actively seeking information and recommendations. For example, homeowners who are new in each market are not really sure of the quality of water in their area. They might see homes in their neighborhood with rust on the sidewalks and need the right resource for a water softener. 
When you leverage this information, you can tailor your marketing messages to address these specific pain points and position your dealership as the solution. 
Remember, a new homeowner list goes beyond demographics. It provides a more powerful indicator of intent. 

Benefits of using a new homeowner list in your marketing strategy 

Incorporating a new homeowner list into your marketing strategy can yield a wide range of benefits for your business. By targeting this specific group, you can unlock opportunities that may not be available through traditional marketing channels.  

Here are some of the key benefits of utilizing a new homeowner list: 

  • Increased relevance: A new homeowner list allows you to tailor your marketing messages to the unique needs and interests of individuals who have recently purchased a home. By delivering relevant and personalized content, you can capture their attention and establish a connection with your brand. 
  • Higher conversion rates: When you target individuals who are actively seeking products and services related to their new home, you are more likely to see higher conversion rates. Efficient water softeners and filters are standard new homeowner purchases. In your marketing, make sure to align your offerings with their needs. This way you can create a sense of urgency and drive them to take action. 
  • Improved return on investment: By reaching out to a highly receptive audience, you can maximize the impact of your marketing efforts and achieve a stronger return on investment. By focusing your resources on individuals who are more likely to convert, you can optimize your marketing budget and drive results.
  • Opportunities for upselling and cross-selling: A new homeowner list provides an opportunity to introduce your customers to additional products or services that complement their recent purchase. For example, do you provide air purification or generators? New homeowners are great prospects for those products as well. When you leverage new homeowner data, you can offer relevant upsells and cross-sells that enhance their homeownership experience and increase your revenue.
  • Building long-term relationships: By targeting new homeowners at the right time, you can establish a strong foundation for long-term relationships. By delivering exceptional customer experiences and providing ongoing support, you can position your brand as a trusted partner throughout their homeownership journey. This includes delivery of salt, annual service calls or add-ons to the original system. 
  • Think lifetime value: A new homeowner list provides an opportunity for your business to establish long-term relationships with customers. By reaching out to new homeowners at the right time, you can make a lasting impression and position your brand as a trusted advisor throughout their homeownership journey. This can lead to repeat business, referrals and a loyal customer base. 

How to build a new homeowner list 

Yes, you can compile your own list, but it takes a strategic approach and access to reliable data sources. Here are some steps to help you build a high-quality new homeowner list: 

  • Partner with data providers: There are several data providers in the market that specialize in compiling and maintaining new homeowner lists. These providers collect information from various sources, such as public records and real estate databases, to create comprehensive and up-to-date lists. Partnering with a reputable data provider can save you time and effort in building your own list from scratch. 
  • Leverage public records: Public records, such as property deeds, can be a valuable source of information when building a new homeowner list. These records often include the names and addresses of individuals who have recently purchased a home. By accessing this information, you can compile your own list and ensure its accuracy. 
  • Utilize online resources: Online resources, such as local real estate websites and social media platforms, can provide valuable insights into individuals who have recently purchased a home. By monitoring these platforms and engaging with relevant communities, you can identify potential new homeowners and add them to your list.
  • Capture data through lead generation: Another effective way to build a new homeowner list is by capturing data through lead generation campaigns. By offering valuable content or incentives, such as home buying guides or exclusive discounts, you can encourage people to provide their contact information. This data can then be used to create a targeted new homeowner list. 

Maintaining data accuracy and consistency 

  • Maintain data accuracy: Building a new homeowner list is not a one-time process. It is important to regularly update and maintain the accuracy of your list to ensure its effectiveness. This can involve verifying addresses, removing duplicates and updating contact information as needed. By investing in data management practices, you can maximize the value of your new homeowner list. 
  • Consistency is important. A new homeowner list is, well, new. You need to be consistent in how the data is compiled and stay on top of it, so the data stays new. 

Building a new homeowner list requires a combination of data collection, analysis and maintenance. By following these steps and using the right resources, you can create a high-quality list that forms the foundation of your targeted marketing campaigns. 

P.S. New homeowner lists in the marketplace are priced for daily, monthly or weekly service; sometimes priced per name, sometimes with a flat rate for an average number of names. You can also order lists of recent new homeowners – asking for the last years’ worth of new homeowners in a given area. 

How to create personalized marketing campaigns for new homeowners 

Crafting personalized marketing campaigns for new homeowners is essential to capturing their attention and driving conversions. By understanding their unique needs and interests, you can create messages that resonate with their current situation and position your brand as the solution to their homeownership challenges. Here are some tips to help you craft effective personalized marketing campaigns for new homeowners: 

  • Start with a warm welcome: When someone becomes a new homeowner, it is an exciting and often overwhelming time. When you send a warm welcome message, you can establish a positive first impression and make them feel valued. This can be a simple email or direct mail piece that congratulates them on their new home and offers assistance or resources to help them settle in.  
  • Address pain points: Moving into a new home comes with its fair share of challenges and responsibilities. By addressing these pain points in your marketing campaigns, you can position your products or services as the solution. For example, if you offer home security systems, highlight the peace of mind that comes with protecting their new investment. If you offer water treatment systems, you can highlight health, savings on household appliances, great hair and skin, purity, confidence in drinking and bathing water. 
  • Offer exclusive deals and promotions: New homeowners are often in the market for various products and services to furnish and improve their homes. By offering exclusive deals and promotions tailored to their needs, you can incentivize them to choose your business over the competition. This can include discounts on furniture, home décor or home improvement services. 

Keeping new homeowners engaged 

  • Provide educational content: New homeowners often have questions and seek information about various aspects of homeownership. By providing educational content, such as blog articles or videos, you can position your brand as a trusted advisor. Examples: “How to check the water in your well”, or “Where to call if your area has a boil water notice.” This content can cover topics such as home maintenance tips, decorating ideas or energy-saving techniques. 
  • Leverage social proof: Testimonials and reviews from satisfied customers can be a powerful tool in persuading new homeowners to choose your business. Incorporate social proof into your marketing campaigns by showcasing positive feedback and success stories. This can help build trust and confidence in your brand. 
  • Personalize your communication: Personalization goes beyond simply addressing individuals by their name. Use the data from your new homeowner list to tailor your messages to their specific needs and preferences. Mention their recent purchase, suggesting related products or services or offering customized recommendations. With today’s print technology, you can even print the new homeowner’s name/address to further personalize your mailer. 
  • Follow up and stay engaged: Building long-term relationships with new homeowners requires ongoing communication and engagement. Follow up with personalized messages after their initial purchase to ensure their satisfaction and offer additional support. Stay engaged through regular newsletters, exclusive offers, or loyalty programs to maintain their loyalty and encourage repeat business. A loyal customer is your best prospect for cross-selling. 
  • Think of “aged new homeowners:” X-Dates are new homeowners who have been in their homes almost a year. Maybe they did not invest in a water quality system. Maybe this is the time. Think creatively about new homeowner anniversary programs. 

When you focus your marketing campaigns for new homeowners on their new homeownership, you create a meaningful connection with your audience. This is how you position your dealership as a trusted partner throughout their homeownership journey. By addressing their unique needs and offering valuable solutions, you can establish long-term relationships that drive loyalty and repeat business. 

Tracking and analyzing the success a homeowner marketing strategy 

Tracking and analyzing the success of your new homeowner marketing strategy is essential to understanding its impact and making informed decisions for future campaigns. 

Not to over-simplify, but new homeowner campaigns are typically small. After all, how many people bought homes in a zip-code in a particular month? Make sure your front office and salespeople are all aware of your campaign to new homeowners. You need to rely on your front desk and salespeople for valuable feedback. 

Your mailer should also direct new homeowners to a special call-in number or a special landing page for your campaign. This way you can analyze your response and identify areas you can improve.  

Here are the key steps to help you track and analyze the success of your new homeowner marketing strategy: 

  • Establish clear objectives: Before launching your new homeowner marketing campaigns, clearly define your objectives and key performance indicators (KPIs). These objectives can include increasing website traffic, improving conversion rates, or driving call-ins. When you set measurable goals, you can track your progress. This way you can evaluate the success of your campaigns. 
  • Track key metrics: Identify the key metrics that align with your objectives and track them regularly. This can include metrics such as call-ins, website traffic, email open rates, click-throughs rates, conversion rates, or customer acquisition costs. By monitoring these metrics, you can gain insights into the effectiveness of your campaigns and identify areas for improvement. 
  • Utilize analytics tools: Take advantage of analytics tools, such as Google Analytics or marketing automation platforms, to collect and analyze data. These tools provide valuable insights into user behavior, campaign performance and customer journeys. By leveraging these insights, you can make data-driven decisions and optimize your marketing strategy. 
About the Author

Dale "DataDale" Filhaber

Dale “DataDale” Filhaber is president of Dataman Group Direct, a Florida-based direct marketing company founded in 1981. Filhaber is an author, lecturer and Listologist. In the past 30-plus years, she has trained many water quality dealers in direct marketing and lead generation techniques, including direct mail, digital marketing and social media.

Filhaber can be reached at [email protected] or 800.771.3282.

Sponsored Recommendations

SmartSights WIN-911 Alarm Notification Software Enables Faster Response

March 15, 2024
Alarm notification software enables faster response for customers, keeping production on track

Automated Fresh Water Treatment

March 15, 2024
SCADA, Automation and Control for Efficient and Compliant Operations

Digital Transformation Enables Smart Water

March 15, 2024
During this webinar we will discuss factors driving the transformation to digital water, water industry trends, followed by a summary of solutions (products & services) available...

Smart Water Solutions: Transforming the Water Universe

March 15, 2024
Water is our most valuable resource, and efficient and effective water and wastewater handling is crucial for municipalities. As industry experts, you face a number of challenges...