Louis Massaro argues moving companies need to market differently than plumbers because customers have a narrow buying window. Target people actively moving using MLS and pending home-sale data, then reach them across direct mail, retargeting, social ads, and phone calls. Once you have steady leads and reviews, shift to broader brand-building that compounds over time.
The way moving companies market to find customers, to generate leads, is different than most businesses. You've got to stop following the lead of plumbers and roofers and real estate agents that maybe are like blanketing an area because they can market to those customers all the time. Moving— the customer has a need in a very specific window. They realize they need to move, they realize they want to call some movers and not do it themselves, and then they move. Window closed. So we can't just be marketing and marketing and marketing to people that aren't moving. Let's go find the people that are actually moving. One of the quickest ways to do that is the MLS, right? The people that are listing their house for sale, the houses that go pending. You know, those years ago, that was like, hey, send them direct mail. Well, now with that data and that information, not only can you send direct mail and get into their mailbox, and yes, that still works, You can also use that data to market to them online, right? You could also use that data to retarget them on social media. You could also use that data to send them letters, possibly give them a phone call. So when we think about where do we go find the customers, go find the people that are actually moving, right? That's the first place to go. And then you start thinking about, let me build my brand, let me become the company that, you know, when they think of moving, they think of my company. That's phase 2, but you've got to generate the leads, you've got to get the business, you've got to earn that money, you've got to earn that trust, you've got to earn those 5-star reviews. And then all that money that you spend later on on marketing will start compounding the better you do on those jobs. All right, so market for the customers that you're looking for. They've got a short window, they need to move. Get in front of them, make sure you're visible, right? Make sure you're in the places that they go and look. Get it over to your sales process, book the job, create a raving fan. You leave me a comment down below, guys. Let me know what you're up to. If you want my exact strategy on direct mail and how to implement it in your company, just comment postcard down below and I'll send you my direct mail SOP, which goes through what should be on the card, when you should send it, how you should handle the logistics. Put that in place and watch how you start to generate leads from customers that are actually moving. Just comment postcard down below and I'll send it to you.
