Deep, real-time data on American home movers and improvers

As the country continues to reopen, the American population is mobilizing. In fact, Zillow has dubbed this period the “Great Reshuffling.”

At Resonate we’ve been tracking this pattern since before the pandemic, finding emerging insights with wide implications for brands looking to serve those who are moving around the country.

Who are American home movers and improvers?

Below we see a profile of the 66.5 million U.S. consumers who plan to buy/build a home or make a major home renovation in the next year. Overall, we see the most predictive personal values and psychological drivers, but that is just the beginning of the story.

Where are the American home movers and improvers?

When analyzing the largest DMAs® by population, we see that people are most likely getting ready to move if they live in Boston, Atlanta, Washington D.C., Houston, and the California Bay Area.

Further, while most analytics firms aggregate data to a household with several occupants. With the Resonate Ignite Platform™, I can separate this segment into micro-segments to tell a richer story.

How male and female home movers and improvers differ

For example, when it comes to where people shop, those who self-report as male are more likely to have purchased home improvement products from Ace Hardware, while female consumers prefer Lowe’s.

What types of products are most likely to catch their attention? Females are more likely to be influenced to buy products that are best-looking and family-friendly, while males prefer innovation and luxury.

These are important signals for retailers and product designers who want to create messaging that speaks directly to their target customers.

Finally, when it comes to communicating that message across channels, those looking to target U.S. consumers who identify as female should focus on social media networks like Pinterest, whereas those who identify as male are more likely to be found on Reddit and Twitter.

Is your data deep and fresh enough to garner insights like these?

Whether you’re a retailer looking to increase in-store traffic and online conversion, or a product-focused company looking to drive sales through increased personalization, these data points provide powerful signals. You need real-time data to inform how you identify your next customer, how to speak to them in a way that resonates, and across the media channels that are most effective. Interested? Let’s connect.

An earlier version of this article is featured on AdvertisingWeek360:

Movers and Improvers: How Brands Can Prepare for America’s “Great Reshuffling”