For the last 5 years we have been collecting data from our online users to understand how “consumer behaviour” is changing within the Removal Industry. What kind of effect can this have on how you do business nowadays as a mover?
As a lead provider for the moving industry, we work with over 150.000 consumers every year and this has allowed us to gain insights into their behavioural trends. We have outlined the most important highlights from our consumer research into this article. We want to share this knowledge with you to help you grow, expand and adapt to this new type of consumer out there and help you score that moving lead!
Data suggests that the biggest set of people moving internationally comprises of those between the ages of 30 and 45 years old. We see there has been a massive growth in individual moving and that moving has become easier and cheaper. It’s not just complete families moving anymore. Europeans have been moving the most for a few years, however Asia is on the rise in terms of removals each year.
Yes, it does. All movers are fully booked during summer, as everyone prefers to move in sunny weather rather than cold and wet weather. This is why moving lead availability fluctuates throughout the year and there is a returning pattern every year. June is the month where most consumers research their move and request moving quotes, with November and December being the least popular.
With technology in 21st century it’s possible for consumers to compare quotes, and oh boy, they love comparing. Consumers in need of a removal company, generally ask for quotes between 2 and 4 months prior to their moving date. 20% of people are very eager and ask quotes a minimum of 5 months in advance to their moving date. Only 10% of consumers request a quote within 1 month of their actual moving date
TIP: Even if you are busy in summer, it might still be worth it to invest in sales activities and marketing in this period. Your sales team can use the moving leads in this busy period to book moves for the autumn and winter where you are not as busy and also have less jobs available.
Smartphones are still on the rise. Everyone has one and people use them more and more. Statistics show that 65% of consumers use their mobile phone to research their move and request quotes. Desktop searches have shifted some time ago to second place, currently at 30% and only 5% use a tablet.
TIP: Make sure your website and quote forms are mobile friendly to provide the best consumer experience.
Traditionally speaking, consumers use to take their whole household when moving house. Nowadays, the volumes that consumers are taking is a lot less. This is explained with the “IKEA”-effect: It’s sometimes easier and cheaper to buy new furniture rather than moving it all. Around 55% of moves still comprises of household moves, but smaller moves are on the rise, which are currently around 20% of the market.
TIP: Smaller jobs make up a big part of the market. Make sure your sales team values them and your operations are adapted to process all (international) moving leads.
Prices in the industry have been under pressure for a long time and research shows that consumers are often influenced by pricing when deciding which mover to trust with their belongings. It’s a big factor, however, this doesn’t mean you have to give your lowest possible price. Make sure to differentiate yourself from your competitor and ask yourself the question: “Why should the consumer choose our moving company than our competitor?”. Other factors that influence their decision are reviews and how quick you reply to them via phone or email.
TIP: Whilst price is important, also consider other elements in your sales pitch, like your reviews, and how fast your sales team reaches out to consumers. Don’t settle for mediocre and improve each part!
Reviews are there and aren’t going to go away any time soon. In fact, they are still on the rise and while pricing is important, reviews can tip the balance in your favour. We know reviews and review platforms are a touchy subject to some, but consumers are more likely to leave a positive review than you may think. Our data shows that most reviews by far, with 65% of all reviews, are glowing 5 star ratings.
TIP: Strengthen your position by always asking consumers to leave a review after the job is done. Having more reviews, even if they aren’t all 5-star ratings, increases your credibility and makes your company easier to find online.
Moving internationally requires a lot of changes in a person’s life. Before taking this step, a lot of research has to be done by the consumer. Consumers who are interested in moving abroad also show interest in the following five topics: travelling, real state, employment searches, cars and art.
TIP: Make sure to use these topics on your website, either in word or images as this boosts your chances of attracting the right kind of customer.
We hope you have learned something while reading this article. Maybe you realised that your website and quote form are not yet mobile friendly, which means you might be losing some clients? Put it on the top of your To Do list and make it happen! Or are you actually doing pretty well, and you already knew most of tips provided in the article? There is always room for improvement, so make sure to be critical when looking at your processes.
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