Every year, we witness the same pattern of removal companies neglecting their marketing in summer. During the warmer months, you reap the benefits of a busy schedule and a packed-out calendar. Of course you are busy – the summer months are the height of the UK’s moving season after all!
What happens when you start to slow down during the winter months? When your phone isn’t ringing quite so much and the web enquiries begin dwindling? You start promoting your business, right? You ramp up your moving company’s marketing efforts, trying to find new leads to fill up the calendar again. At this point though, it’s too late – you’ve missed the boat. The people you’re targeting won’t be moving for a few months yet. Those moving imminently will already have instructed a removal company.
This is the situation we hear of time and time again from removal companies. When you’re busy and your company is doing well, marketing isn’t something you think about. However, when you’re not marketing, you’re in danger of finding yourself without leads and suddenly your in-demand business is not so in demand anymore.
Why moving companies should never hit the brakes on marketing
You need to start or continue your marketing campaign now in the summer so that when you enter the colder season, you have a consistent stream of customers in the pipeline. In fact, you should be marketing your moving company even more so during busy periods. The customers you market to now in summer will be the ones moving in the winter. They’re the leads you need the most to prevent a slump of work.
It’s a short-sighted view to dismiss marketing in the summer when your business is doing so well. The lag between agreeing on a sale and actually exchanging is 115 days or 3.7 months. Therefore, you should always be marketing 3 months ahead of when you’re looking to undertake your appointments. So, by marketing now in August, you can target those who will be moving in December and begin filling up your calendar for the back end of the year. It’s well worth keeping an eye on the Time to Exchange rate. Our parent company, TwentyCi, has noticed that this is currently falling this year. If it continues to drop, homemovers will be receiving their keys sooner so you may need to look at marketing to customers earlier than you normally would.
How should I promote my removal business?
It isn’t just about marketing though. It’s about marketing the right way. Sure, you could carry out a direct mail marketing campaign, but how many of those leaflets are going to land on a relevant person’s doormat? You don’t want to be spending money sending out mail to people who have no intention of moving or have moved in the last few months. That leaflet is going straight into the recycling bin. You need to focus on targeted marketing.
This is where MoverAlerts can help you. Our parent company TwentyCi holds the biggest and most accurate data and insights about homemovers. We know which stage each property is in the homemoving journey so that you can target only homemovers with your direct mail campaign. We can send you leads based on the postcode range that you work within.
If you’re looking for removals lead generation, come to MoverAlerts. Last year alone, we helped our removal clients get over 3 million house removal leads. Our data shows when properties are at various stages of the homemoving journey. We know the best time to target these homemovers with direct mail campaigns. By partnering with us, your leaflets will hit the doormats of people who are far more likely to be looking for your services. If you work with MoverAlerts, you’ll get a dedicated account manager that can help you make the most out of your marketing.
How a removal lead generation company can help
MoverAlerts cover 99% of residential properties in the UK in both lettings and sales, providing house removal leads for our clients. We can send you leads that suit your exact geographical location or demographics. Our removals lead generation tools can provide the address of the relevant properties as well as the property value and number of bedrooms, which is ideal if you only want to target larger homes.
By marketing in summer, you can mitigate the seasonal fluctuations faced in the removals industry and reduce the impact of winter downturns. You can also gain an edge over your competitors. The majority of removal companies have the same mindset and ease up their marketing efforts in summer. If you are the business that doesn’t follow suit and you still proactively go out there and market in summer, you’re the one that is more likely to win leads.
In summary
Don’t be complacent and neglect your marketing efforts during the summer because you already have a packed schedule. You risk facing a sudden decline in leads during the already tougher winter months. The key to full diaries year-round is to carry out marketing even during busy periods. Don’t wait until you’re already experiencing a drop in business. Contact MoverAlerts to find out how we can generate leads for you year-round and keep your pipeline looking healthy this winter.
