THE CHALLENGE
Reaching New Homeowners Before a Competitor Does
Every week, hundreds of families move into new homes in your service areas. They are unpacking boxes, learning which faucets drip, and figuring out who to call when something breaks. They have no existing vendor relationships and no loyalty to any local company yet. The window to reach them first is narrow and closes quickly.
This Midwest home services company knew new movers were their highest-potential audience. What they needed was a system that could identify those households automatically, deliver a personalized mail piece within days of move-in, and run without requiring manual effort from their team each week.
WHY NEW MOVERS?
The Highest-Intent Audience in Home Services
New movers are the highest-intent, lowest-friction audience in home services marketing. Research consistently shows that households spend significantly more on home services in their first 12 months after moving than established homeowners. They are making first-time decisions about HVAC maintenance, plumbing inspections, pest control, and landscaping. Once those decisions are made, they tend to stick.
A homeowner who books their first post-move furnace inspection with your company is far more likely to become a recurring customer than someone who found you through a general ad.
Most competitors are focused on digital advertising and broad market awareness. Very few are landing in a new mover’s mailbox within days of move-in, by name, with an offer that’s actually relevant to them. That gap is where automated direct mail wins.
THE DARWILL SOLUTION
A Set-it-and-Forget-it Trigger Program
Darwill’s new mover trigger program connects fresh mover data with automated direct mail production and delivery. No manual steps required.
Identify New Movers
Darwill’s data platform flags new residents within days of move-in, not weeks.
Trigger a Personalized Mail Piece
A direct mail piece is sent with the recipient’s name and new address. The tone is a genuine neighborhood welcome, not a generic flyer.
Drive Action With a Time-Sensitive Offer
For example, a free maintenance inspection offer gives homeowners a reason to call now and a reason to keep the mailer.
Capture Leads Without Lifting a Finger
After setup, the program runs on its own. New households are mailed on a regular cadence as they move in. The client focuses on scheduling installs and servicing customers while Darwill keeps bringing in new leads.
THE RESULTS
$98,267 in Revenue from a $6,382 Investment
Return on investment
0
%
Campaign Performance
High-intent new mover targeting drove nearly 15x return and strong cost efficiency.
Cost per booked lead
$
0
Cost per booked lead
$
0
That $35.25 per booked lead is well below the $40 to $100+ range typical for home services lead generation. The reason is audience quality: new movers are actively making vendor decisions, which means less convincing required.
WHO THIS IS FOR
Direct Mail Marketing for Home Services Companies
Is this the right channel for your business? Automated new mover direct mail works best for home services companies that:
- Serve a defined geographic territory such as a city, metro area, or service radius
- Offer services new homeowners commonly need: HVAC, plumbing, electrical, pest control, landscaping, or security
- Want to grow with long-term recurring customers, not one-time jobs
- Are currently relying on digital advertising and want a less saturated channel
- Do not have the bandwidth to manage ongoing direct mail campaigns in-house
FREQUENTLY ASKED QUESTIONS
Common Questions About New Mover Direct Mail
How quickly do new movers receive a mail piece after moving in?
Darwill’s data is refreshed weekly, and the trigger program is designed to reach new movers within days of their move being recorded. Speed is the point: the earlier you reach a new mover, the less likely a competitor has already made contact.
What does the mail piece look like?
Campaigns typically include a 2 touch approach – a postcard sent on month 1 and a follow-up letter sent in month 2. Each piece is personalized with the recipient’s name and address, uses a welcome-to-the-neighborhood message tone, and includes a specific offer. Darwill’s creative team works with you to develop messaging that fits your services.
Can Darwill run digital campaigns alongside this program?
Yes and many clients let Darwill manage both. New mover trigger mail reaches households before they have searched for your service online, so pairing it with paid search and social creates a full-funnel approach from day one.
What is the minimum budget to get started?
Campaign budgets vary based on your service area size and mailing frequency. Darwill can model estimated reach and projected ROI for your specific market before you commit.
How is performance tracked?
Clients using ServiceTitan have access to matchback response reporting and closed-revenue attribution — tied directly to mailed households, as shown in this case study.