With rising costs including increased national insurance contributions putting pressure on company budgets, businesses are tightening their belts. Unfortunately, marketing budgets often face cuts in such climates, and that’s bad news for marketing agencies who must fight to retain their existing customers and win new ones. With a tough year ahead for agencies, you need to pull out all the stops and deliver campaigns that drive undeniable results. So, what can agencies do to prove their worth to their clients in 2025? We’ll explore that very question in this blog, but first…
What does 2025 look like for agencies?
According to the annual CMO Barometer 2025, Chief Marketing Officers (CMOs) are, “focusing on doing more with less.” How do you achieve the “more” that your clients desire? The report goes on to say that 80% of CMOs are expecting agencies to be creative and think outside the box and 67% also want innovation and new ideas.
The report also outlines that the number one mission for 2025 CMOs is data-based marketing. According to Forbes, agencies need to overhaul their data strategy because; “Clients will demand campaigns that speak to individual consumer preferences with unprecedented precision.”
Based on all of this, what game-changing tactics and data strategy can you as an agency present to your clients?
Enter homemover data!
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Homemovers spend more – a lot more!
Every year, millions of people move home, triggering an unmatched spending spree. These homemovers are actively shopping for various categories including furniture, appliances, kitchens, bathrooms, décor and more, to make their new space feel like a home. Many homemovers will hold off replacing things like sofas and beds until they move so they can start afresh. This means that in a homemover, you’ve got yourself a highly active customer that is ready to purchase. In other words, absolute gold for your retail clients!
Our analysis shows that homemovers outspend non-home movers by a wide margin, especially in the first six months after their move. Homemovers are often living in a state of saving before they move. Once they have the keys to their new home, the horse bolts and purchasing decisions are dramatically altered! It’s almost like permission is granted to purchase and these movers suddenly have a spending mentality. Purses and wallets burst open, and saving accounts are ready to be spent. This is THE life stage when your retail clients need to be in front of the customer because the opportunity to make sales has never been higher.
The challenge lies in identifying these high-intent customers at the right moment. That’s where homemover data and TwentyCi come in.
Why partner with TwentyCi?
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Precision targeting
With homemover data, you can target customers at the exact moment they’re ready to buy. It’s laser-focused marketing.
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A primed-to-buy customer
The homemover is already in the market for what your retail customers sell so you’ll have access to a high-intent customer. They shell out £29 billion on retail goods and services and spend three times more than non-movers.
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Higher ROI
Marketing to homemovers means less wasted spend and more conversions. With our average ROI at £10:1, we can prove to you the value of the homemover.
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Accurate data
Our data is highly accurate as we track the highest percentage of residential house moves on the market.
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A fresh strategy
Targeting homemovers is renewed thinking that will set you apart. It’s an approach that your clients and competitors may have overlooked. You can present this marketing technique as an innovative strategy, and it can be a key way to stand out from other agencies.
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Homemovers are a reliable audience in uncertain times
We are currently facing economic uncertainty. The only certain thing is that people will continue to buy and sell homes. Despite gloomy headlines in the press, the property market is performing well. We saw Sales Agreed increase by 17% in 2024 compared to 2023. All those agreed sales toward the end of 2024 will be completed in the first half of 2025. That’s great news for retailers who will have plenty of homemovers to target with their products. Focusing on the homemover market ensures a steady stream of potential customers, as these individuals often need goods to furnish their new spaces. This is especially true for those leaving the family home, moving out of furnished rental accommodation, or starting afresh after a relationship breakdown – situations where they may have little to no furniture or furnishings. The homemover audience is resilient and one that your retail clients can consistently depend on.
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Competitive edge
While other retailers target generic audiences, your clients can swoop in with a tailored offering that speaks directly to homemovers’ needs.
TwentyCi tracks 99.6% of home moves, so we know exactly who is moving home and when. We can help put your retail clients in touch with these people right when they will be considering purchasing their products.
Entering 2025, we are seeing nearly 1.4 million households in the owner-occupied homemoving journey. This is 15% higher than at the start of 2024; a positive sign for anyone selling products that movers will be seeking. Homemover spending often begins six months prior to the move and then continues for a year after, until it peters off. TwentyCi has labelled this phenomenon, “The Homemover Wave”. It identifies when consumers are ready to start shopping for your category. We can advise you of the optimum time for contacting potential customers based on your goods or services. The graphic below illustrates how many homemovers are currently in each stage of the journey and what they are shopping for:
How to use homemover data in your campaigns
Help your clients create targeted campaigns that align with your customer’s needs and emotions during these important moments. Personalise the recommendations for furnishing their new space. When messages are more relevant, the customer will be more receptive. You can do this through many of our marketing channels including:
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Direct mail
Nothing grabs attention quite like personalised mail landing on the doormat of a new homemover or one that has a move imminent.
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Email marketing
Campaigns can be fully trackable, highly personalised and easily scalable.
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Mobile marketing
Get your retail brand on the radar of these homemovers. Mobile advertising is fantastic for brand awareness.
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and more…
Use social media advertising, TV digital ads or programmatic marketing for effective engagement.
Success stories
We work with top brands like DFS, Bensons for Beds, Hillarys, Furniture Village, ATS and Wayfair. For Wayfair alone, we generated £8.4 million in revenue and determined that their homemover customers were worth 37% more to them than their non-mover customers. For ATS, we achieved a staggering £36:1 ROI from their email marketing campaign and a 50% sales uplift for a top UK beds retailer. And these are just three of our many success stories. With twelve years of experience under our belt, we can help your retail clients create marketing campaigns that work.
Conclusion
Data is essential in 2025. Targeting homemovers means connecting with an audience that is ready to spend and eager to make purchases. By targeting this audience, you can prove to your clients that you’re committed to delivering high-impact results.
With marketing budgets under immense scrutiny, agencies need to prove the value of every pound spent. Clients want more than just impressions, they’re great but they don’t mean anything if they don’t equate to sales. Your clients want real results.
“The challenge for agencies is proving that they’re not just service providers but strategic partners who bring unique value; insight, perspective, and a breadth of experience that in-house teams often lack.”
To keep your retail clients happy, you need to deliver fresh thinking, innovative approaches and stand-out strategies that deliver measurable results. Homemover data offers a powerful way to achieve these outcomes. With the homemover audience, you can provide them with a reliable, high-value audience that drives sales.
Ready to transform your campaigns?
Don’t miss out on this lucrative opportunity for your clients. With homemover data in your toolkit, you can deliver strategies that drive real results and cement your reputation as a forward-thinking marketing agency.
Find out more about TwentyCi's retail marketing agency. Get in touch today and discover how our homemover data can revolutionise your campaigns and give your retail clients the edge they deserve.