Direct Mail Marketing: Targeting New Movers

Something I've learned in nearly a decade of marketing small businesses?

It's not always about being the best...sometimes it's about being the first.

The first to pop up on Google.

The first to respond to a message on social media

The first to land in a customer's brand spankin' new mailbox

That last one? That’s where direct mail marketing comes in - getting in front of people new to the area before your competitors even know they’ve moved in.

Direct Mail Marketing: Helpful and Highly Effective

If you’ve ever moved to a new town (or even a new state), you know what a chore it is to find new go-tos. Restaurants, dentists, coffee shops, dog groomers, mechanics — the list is long, and new neighbors are actively looking for services they can trust.

When I moved to Charlotte fresh out of college, newly married and 200 miles from “home” — I spent way too long Googling things like “best Japanese takeout near me” and “why are there ants in my shower?” (Spoiler: I needed a pest control guy. Fast.)

Every new person moving to the area you service is an opportunity for a new customer. After a move, people are especially open to trying new brands - because they have no go-to taco spot, no “my dad always used this guy” handyman loyalty... just a fresh start and a wide-open window for you to earn their business...and maybe even become the guy their dad always uses. Let's take a look at some numbers:

• 85% of new movers use the first business that reaches out. Back in 2002, my dad asked 9-year-old me (marketing queen in training) for name ideas starting with “A” for his new exteriors business, because “we had to show up first in the Yellow Pages.” So being first isn’t a new concept — it just looks different now. Today, direct mail marketing gets you front and center in a new mover’s mailbox.
  

• Local businesses should expect to replace 15–20% of their customer base each year on average. Why? Customers move away, sometimes for new jobs or life changes. Others may leave because the business just wasn’t the right fit - hey, it happens! And some businesses, like fence installers or security system companies, mostly serve one-time buyers, so they’re constantly on the hunt for new customers, not just replacing old ones. This turnover (or total rebuild!) means fresh opportunities knocking every year, and direct mail marketing is a smart way to keep your pipeline full by connecting with new movers who need your services now.
  

Direct Mail Marketing: Target, Introduce, Retarget, then stay top of mind.

So how do you actually use direct mail marketing to reach new movers? Simple: Target. Introduce. Retarget. Then stay top of mind.

Let’s break it down with a quick example.

Imagine you own a landscaping business. You want to reach people who’ve just purchased single-family homes in your service area — perfect candidates for lawn care, seasonal cleanups, or a full backyard makeover.

• Target: Work with a list provider, use public records or use USPS’s Every Door Direct Mail tool to identify and send a postcard to new homeowners in neighborhoods with yards you’d love to work on.
  

• Introduce: Maybe your first mailer says something like “New place? Let’s get that lawn looking just right!” Include a friendly intro, a special offer for new customers (with an expiration date!), and a clear way to contact or book you.
  

• Retarget: A few weeks later, you send a second mailer to the same addresses - maybe a quick reminder with a seasonal service (like mulching or irrigation checks) to keep your name fresh in their minds. Encouraging them to connect with you on social media is a great way to keep showing up in their feed after you’ve shown up in their mailbox. More visibility, more trust, more chances to win their business (and it's free).
  

• Stay top of mind: Even if they didn’t bite the first time, that second or third touchpoint is where the magic happens. Invite them to your email list, stay consistent on social media and have other marketing in place where they'll see it. Most people don’t take action immediately - but if your name is familiar when they do need landscaping help, you’re the one they’ll call.
  

This multi-touch approach isn’t pushy - it’s smart. And it works. Good marketing isn't about convincing, it's about matching. They need, you have!

Another Example: A Local Boutique or Bakery

Now let’s say you run a cute boutique or a cozy neighborhood bakery. You don’t need to wait around hoping new movers stumble across your storefront...you can invite them in.

• Target: Use a new mover list to send a welcome postcard to people who’ve just moved within a 3-5 mile radius of your shop. These are folks actively looking for new places to explore...and spend money.
  

• Introduce: Your first mailer could say, “Welcome to the neighborhood! Your new favorite [cupcake/bag/latte] is waiting.” Include a special offer like a free cookie, 10% off their first purchase, or a cute “locals only” reusable tote they can pick up in-store.
  

• QR Code & Connection: Add a QR code linking to your Facebook, Instagram or TikTok. Let them see your vibe, check out what’s new, and give them a reason to follow along. Now you're showing up in their mailbox and their feed.
  

• Retarget: A few weeks later, send a second piece - maybe a seasonal special, a reminder about your loyalty program, or an invite to an in-store event. Familiarity builds trust, and trust builds foot traffic.
  

• Stay top of mind: Sure, direct mail marketing gets you in the door, but staying top of mind happens through repetition and presence. Think about it like this:
  

  • They see your banner on their kid’s school football field.

  • They spot your booth at the annual town festival.

  • Their new neighbor tags you on Instagram after a shopping trip or cupcake run.
    

  And when they finally need what you offer? You’re already familiar. Already trusted. Already the obvious choice.
  

New movers are looking for their next go-tos. And with direct mail marketing, you can be the first to say, “Hey, we’re so glad you’re here.”

From fence companies to bakeries, boutiques to lawn care - showing up early (and often) gives you a real shot at earning long-term, loyal customers.

So target the right people. Introduce yourself. Retarget. And stay top of mind with the help of direct mail and all the other ways you’re already showing up in your community.

👉 Direct mail is your first hello. Now let’s make sure they keep hearing from you! I send out weekly marketing advice just for small business owners — plus free resources to help you grow with confidence. Sound like something you could use? Jump onto my list using the form at the bottom of this page!