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Marketing Snapshot

Unlocking the homemover opportunity

If moving home had a soundtrack, it would be the cha-ching of endless purchases. From the “we’re thinking of moving…” phase to the “we’ve been here a year already?!” moment, homemovers go on a buying journey that can run up to three years, and it adds up to a whopping £29bn in spend around the move.

This guide shows you where the opportunities are hiding, what people buy at each stage, and how to land in front of them at just the right time.

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What's included?

The scale of the
homemover opportunity

Understand just how valuable the homemover audience really is. The report highlights:

How around four million people move home each year in the UK
Why homemovers account for £29bn in spend outside of the property transaction
How they drive 25% of all home improvement spending, with higher average order values than non-movers

Category insights and buying behaviour

The report connects what people buy to when they buy it, revealing how spend peaks differently across categories. You’ll see:

Which products are purchased immediately after a move
Which categories see delayed but sustained demand
Why understanding category timing is key to campaign success

A Clear View of the homemover journey

Get a practical breakdown of the five key stages of the homemover lifecycle, starting up to 35 weeks before a move and continuing long after completion. The guide shows:

When intent begins and how it evolves
Where the biggest campaign trigger points sit
Why timing is as critical as targeting in homemover marketing

Practical Guidance for Targeting homemovers

Learn how leading brands are successfully reaching homemovers despite digital targeting challenges. This section covers:

Why homemover data is property-led, not person-led
The role of direct mail in driving response, trust and recall
How marketers can improve ROI by landing messages at the right address, at the right time

Why read it?

The homemover market represents one of the biggest untapped growth opportunities for brands today. When people move home, their purchasing behaviour changes dramatically, and the opportunity doesn’t just last weeks, it can span up to three years.

This guide gives you a clear, data-backed view of how homemovers behave, where they spend, and how your brand can engage them at the moments they’re most likely to act. It’s designed to help you turn a major life event into a measurable marketing advantage.

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Market Snapshot
Unlocking the Homemover Opportunity

Discover the key to Unlocking the Homemover Opportunity. 

Within this free-to-access whitepaper, you will:

  • Find the many reasons to target the homemover market, including impactful stats on their spending power.
  • Discover the unique spending habits of homemovers in line with the mover journey. 
  • Learn the key to creating right person, right place, right time homemover campaigns. 

 

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