“Another removal company is sending postcards to the same addresses that we are.”
It’s a comment that our clients will make from time to time. We get it - you want exclusivity and you don’t want to feel like your message is diluted by targeting the same households as rival firms.
HOWEVER… competing for the same homemover isn’t a threat, it’s an opportunity and here’s why….
The market is big enough for everyone
A homemover receiving postcards from more than one removal or self-storage business is a sign of a thriving marketplace. Around 100k people move every month in the UK. The majority of these movers will require removal services, packing assistance or self-storage. Multiple postcards sent to the same homemover doesn’t shrink the market; instead, it grows awareness of your services, reminding the homeowner that they need to book a professional removal firm or hire a storage unit soon.
If your postcard is one that the owner has received, then you will be in the consideration pack for when the mover’s decision is made. If you haven’t sent a postcard, you’re basically out of the running. Do you want to be proactive and show up on a mover’s doormat or sit back and hope that they stumble across you on Google?
Life is made up of choices. When we go to the supermarket, we are not presented with just one brand of mayonnaise. There are six or so to choose from. Choice exists! And movers want choice too. It sounds nice in theory to be the only removal business in town, but it’s not realistic!
Competition is good
Competition is often viewed negatively, yet it’s a healthy part of growth. It pushes you to raise your standards, being the best you can be at what you do. With rivals snapping at your heels, it forces you to think about what your USP is and why the mover should pick you.
Take that mayonnaise example. Not only are there several brands, but there are also mayonnaise flavours: garlic, peri, chilli... what we’re trying to say is that competition can push you to differentiate yourself. Like the garlic or peri mayo, you can define why you’re different, who your target customer is and what you can do better than your rivals. You might be the best at moving large family homes, perhaps you offer packing services that others don’t, or maybe your storage facility has temperature-controlled units. Whatever your USP is, competition encourages you to play to this strength. And remember that not every home mover is a perfect match for every moving company. One might be better at long-distance moves, while another has perfected how to transport specialist items like pianos. The customer will choose the company that best fits their needs, so you get the right leads coming to you.
It’s easy to be complacent and have a ‘that’ll do’ attitude when it comes to the direct mail you’re sending out. When you’re competing with others, it encourages you to be creative to stand out. A well-designed and professional postcard with a clear message is more compelling than a generic one.
Everyone wins
Have you ever heard of this phenomenon - when you place a Coca-Cola vending machine next to a Pepsi one, it results in both machines selling more than they would individually. You’d think that if a lone Coca-Cola vending machine selling 100 cans a day, would drop to selling around 50-60 cans when a Pepsi machine is placed next to it. Actually, when both rival soft drink brands are together, the Coca-Cola vending machine will sell 150-200 cans a day. Crazy – but true!
Why? It’s a psychological trick. Suddenly, the person goes from thinking, ‘Do I want a drink or not?’ (a ‘yes’ or ‘no’ question) when there is one machine, to ‘Do I want a Coca-Cola or a Pepsi?’ (a ‘this’ or ‘that’ question). When there are two choices, you eliminate the ‘nothing’ option. This encourages a purchase because the consumer is suddenly deciding between brands, not whether they’re thirsty or not.
If your customer only sees one postcard, they think, “Do I want to hire a removal van, or not?”
But give them two options, and suddenly they’re deciding which removal firm to use, not whether or not they want to hire one. That’s the power of choice. By offering multiple options, it increases a consumer’s sense of control and satisfaction, so they’re more likely to make a purchase.
When homemovers receive more than one postcard, it increases the visibility of your industry. It cements the idea in the mind of the mover that they need to hire a removal company or rent out a storage unit. It’s the same reason why you find retail parks that have multiple furniture stores all next to one another. It increases visibility for all of the furniture businesses, drawing more total footfall to the area, so ultimately, every retailer wins.
It strengthens the reputation of the entire industry
Professional postcards enhance credibility and reflect positively on the entire industry. Customers tend to place greater trust in printed mail. Your brand becomes part of that trusted ecosystem. You are instantly categorised as a reputable and serious contender. You’re not some thrown-together man and a van gig; you’re a professional company that will do the job right.
Some movers feel like they can easily do the job of moving alone and don’t realise the scale of work and the precision it involves. Printed marketing materials help to reinforce the idea that moving is a task for professionals. Those planning a DIY job may reconsider once they see one or two professional postcards pop through their letterbox. What’s more, unvetted and uninsured cowboy operators suddenly look far riskier when they see the care and attention you put into your marketing materials. For storage firms, many people don’t realise your facilities are available locally, so professional postcards put your service on the radar at the right moment. Storage is often perceived as a commercial service; direct mail can correct that misconception. This is reinforced by every postcard the homeowner receives.
When several top companies compete, the standard for service rises and customers are more willing to pay more money for a professional move and secure storage. A win all round! Direct mail is ideal for educating, or almost waking up the customer to what the industry can offer.
It prevents the customer from going online to compare
When movers receive more than one postcard, customers feel like they’ve done their due diligence. They’re less likely to go online to compare other removal businesses with yours. (And remember, there’s a lot more competition online than two or three postcards through the door.) They already have a few to compare to and thus feel more confident in making a choice from the postcards they’ve received. So again, it’s that point about being in the running. The minute you stop direct mail marketing, your rivals can swoop up all the business in the area.
Conclusion
Movers will always compare and weigh up their options. Exclusivity may feel comfortable, but competition helps you to build a stronger business. Don’t worry about which other company’s postcards land on the doormat; focus on being the best option! If you stop sending postcards, it’s that old adage - out of sight, out of mind.