Ditch the Sunk Cost Fallacy and Tap into Homemover Gold

Ever catch yourself clinging to a strategy just because you’ve already poured time, money, or effort into it? That’s the Sunk Cost Fallacy sneaking in. It’s human nature to protect our investments, but here’s the hard truth: if it’s not working, it’s not worth saving. Why waste energy on an ineffective approach when you could pivot to something fresh and far more profitable?

For retailers, estate agents, and service providers, audience segmentation is key: age, generation, or location often tops the list. But have you considered homemovers? These are buyers with intent, ready to spend big. According to TwentyCi’s data, residential transactions in January-February 2025 were 21% higher than in 2024 and 3% higher than in 2019, signalling a strong market for movers. Meanwhile, the supply of newly for sale hit a six-year high with a 7.3% year-on-year increase, and sales agreed volumes rose 14% year-on-year. These movers aren’t just relocating, they’re driving demand for your services, from estate agents closing deals to furniture retailers outfitting new homes.

The market is heating up, especially for detached houses, where the demand-to-supply ratio has surged by 12.8% compared to 2024. With 2025 demand (sales agreed) volumes reaching over 324,000 year-to-date - 8.9% higher than 2024 and the highest since 2022 - there’s a clear opportunity. Homemovers are not just browsing; they’re in full-on spending spree mode.

That’s where our homemover data comes in. It’s your ticket to reaching customers at the exact moment they’re primed to buy. Stop doubling down on outdated tactics. Let go of the sunk costs and invest in a strategy that delivers, starting with the people who are already packing their bags and their wallets.