Idaho Matters Podcast (June 2019) – According to a new national survey commissioned by Our Town America, the nation’s leading new mover marketing franchise, Millennials aren’t quite as co-dependent as many once chalked them up to be. As it turns out, they’re actually maturing into adulthood pretty nicely, and prioritizing rather common wants and needs when moving to a new city. Factors like better jobs, higher pay, and benefits have become important to Millennials. Scot and Amy Hecht, Our Town America Franchise Owners in Boise, Idaho, guest star on the Idaho Matters Podcast to discuss survey findings from 650+ Millennial new movers (men and women born between 1981 and 1996). Boise ranked high on the list of desired cities to live in, and it’s no question why! Listen to the Idaho Matters Podcast to gain insight on survey findings. Some main takeaways that explain just why Boise is a top destination? 59.7% of people choose their dream city based off of good scenery. Boise is a great place for an outdoor lover, as it’s filled with rivers, mountains, canyons, deserts, and lakes. 39.9% of people select their current residence based on price. Boise is ranked #17 out of 125 as a Best Place to Live in the USA by U.S. News. Boise’s affordability is one of its most attractive qualities, particularly when it comes to housing costs. 66.1% of people attend concerts and 26.7% attend plays and musicals. Boise is a cultural hub for jazz music and theater. Many popular music festivals are hosted by the city to remember some of the many famous jazz legends, such as Gene Harris. 24.8% said that their dream city has an easy daily commute. Boise’s average commute time is 22 minutes, which is 4.4 minutes less than the national average, allowing individuals to spend less time in traffic and more time doing what they love. ### *Editor’s Note: *Please cite Our Town America as the source for this survey. *This online survey of 652 men and women was conducted by a third party and commissioned by Our Town America. *Survey participants have no affiliation with Our Town America. About Our Town America For 47 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local neighborhood businesses in a premium welcome package. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one of each business type in any specific zip code within its welcome packages, has been one of the key catalysts for the company’s long-term success. In addition, sponsors consistently rave about other unique aspects of the new mover marketing program – such as their ability to reach a brand-new audience of impressionable new movers each month and the insightful data/metrics delivered by Our Town America’s innovative pinpoint tracking system. Due in large part to Our Town America’s devotion to those concepts, thousands of satisfied business owners throughout the United States attest to the success and effectiveness of the program. Additionally, dozens of locally owned franchisees validate Our Town America’s concept as a viable business opportunity. It is Our Town America’s mission to assist new movers adjusting to their community, help businesses gain new and loyal customers and provide franchisees with an excellent opportunity. The eight million households who receive Our Town America’s welcome packages each year prove that Our Town America is committed to following through on that mission statement. For more information, visit the Our Town America website at https://www.ourtownamerica.com or call 1-800-497-8360. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]
Brittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations.
Articles by Brittany N. Johnson:
WSPA Greenville (June 2019) – Our Town America recently commissioned a survey of more than 650 Millennials to find out what their ideal city to live in is and what their motivations behind moving are. There were a few cities that stood out amongst the rest – Greenville, SC being one of them! Greenville, as locals and visitors will attest to, has many key components that Millennials are searching for. In fact, Livability recently ranked Greenville as the #10 Best Place to Live. But what was so great about Greenville? Well, Millennials want to spend their time outdoors, and thankfully for Greenville, it is one of the top places to ride bikes! There is a vast number of hiking and biking trails, which allow people to easily step away from the city life and enjoy the outdoors without going too far out of the way. Our Town America’s survey showed that near half (48.8%) of Millennials choose their dream city based on the activities that they want to do outdoors. It’s no surprise that those who like to be outdoors also want to bring “man’s best friend”. 3 in 5 Millennials have pets, 70% of whom say their pets influence where they live. Greenville has numerous dog-friendly outdoor patios, and dozens of places to go for a walk with your favorite furry friend. 31% of those surveyed stated that they also look for culture, art and theater when choosing where to live. According to the City of Greenville website, Greenville is home to a large mix of museums and is filled with rich culture. And, of course, careers have to rank high on the list as well – considering most Millennials no longer live at home with their parents. 44.8% of the Millennials surveyed chose their dream city based off how many job opportunities were available. Greenville is ranked #3 for best downtown, and many young professionals are drawn to this area because of the strong job market. So, the newcomers make your city home… now what? That’s where Our Town America steps in. We deliver Welcome Packages right to the mailboxes of new movers – complete with free one-time housewarming gifts redeemable at their local merchants. This is genius and is looked at by tens of thousands of new movers across the country as inviting – not as advertising. In fact, in the recently commissioned survey, 85% of Millennials said they’d take advantage of a local small business offer/freebie, and a whopping 98% said they’d likely revisit the businesses a second time after trying out the first offer. WSPA TV featured Jillian West of Our Town America Greenville this week to discuss the survey results and more! Check out the video clip below! ### *Editor’s Note: *Please cite Our Town America as the source for this survey. *This online survey of 652 men and women was conducted by a third party and commissioned by Our Town America. *Survey participants have no affiliation with Our Town America. About Our Town America For 47 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local neighborhood businesses in a premium welcome package. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one of each business type in any specific zip code within its welcome packages, has been one of the key catalysts for the company’s long-term success. In addition, sponsors consistently rave about other unique aspects of the new mover marketing program – such as their ability to reach a brand-new audience of impressionable new movers each month and the insightful data/metrics delivered by Our Town America’s innovative pinpoint tracking system. Due in large part to Our Town America’s devotion to those concepts, thousands of satisfied business owners throughout the United States attest to the success and effectiveness of the program. Additionally, dozens of locally owned franchisees validate Our Town America’s concept as a viable business opportunity. It is Our Town America’s mission to assist new movers adjusting to their community, help businesses gain new and loyal customers and provide franchisees with an excellent opportunity. The eight million households who receive Our Town America’s welcome packages each year prove that Our Town America is committed to following through on that mission statement. For more information, visit the Our Town America website at https://www.ourtownamerica.com or call 1-800-497-8360. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]
Survey Says: What New Mover Data Shows About Millennial Movers Believe it or not, Millennials are growing up. A new local survey shows that Millennial movers are shedding their carefree vibes and are more concerned with careers when it comes to where they live. Whether it’s higher pay or a convenient commute, these Millennials are thinking practical when it comes to putting down roots. In fact, new mover data for Millennials (aged 22-38) shows that they’re starting to sound a lot like their parents! Our Town America commissioned the local survey of more 650 Millennial men and women who have moved in the last five years. See the full transcript of our survey to find new mover information and what new movers are looking for in their favorite cities. Also view accompanying Infographic here. Getting Personal with Millennial New Movers Firstly, the survey determined personal information about our respondents. With more detailed info on our Millennial movers, we were able to put together a much more accurate picture of the new mover data. 1. When asked, ‘What year were you born in?’ • 3.8% said 1981. • 4.9% said 1982. • 3.7% said 1983. • 7.8% said 1984. • 6.6% said 1985. • 8.1% said 1986. • 4.8% said 1987. • 7.1% said 1988. • 9.4% said 1989. • 6.7% said 1990. • 8.6% said 1991. • 9.4% said 1992. • 6.9% said 1993. • 4.3% said 1994. • 4.4% said 1995. • 3.5% said 1996. 2. When asked, ‘What is your gender?’ • 49.5% said male. • 50.5% said female. 3. When asked, ‘Which of the following, if any, have you done in the past 5 years? Select all that apply.’ • 27.6% said ‘Purchased a new home.’ • 100.0% said ‘Moved into a new residence.’ • 26.5% said ‘Got Married.’ • 31.9% said ‘Had a child.’ • 36.3% said ‘Purchased a pet.’ • 29.4% said ‘Went on an international vacation.’ • 57.7% said ‘Purchased a new vehicle.’ Where New Movers are from and Where They’re Going The next step of gathering our new mover information was determining where Millennials are coming from and where they want to go with their new move. By finding the living situations for Millennial movers we put together a clear picture of our respondents. 4. When asked ‘How many times have you moved in your life?’ • 3.8% said they have moved 1 time. • 8.1% said they have moved 2 times. • 14.4% said they have moved 3 times. • 14.7% said they have moved 4 times. • 8.3% said they have moved 5 times. • 6.4% said they have moved 6 times. • 44.2% said they have moved more than 6 times. 5. When asked ‘What’s the greatest distance you have moved in your life?’ • 4.6% said within the neighborhood. • 8.9% said within the town limits. • 14.0% said within the county. • 25.2% said within the State. • 36.7% said out of State. • 10.7% said out of the Country. 6. When asked ‘Where do you live now?’ • 6.6% said they live at home with their parents and pay rent. • 4.0% said they live at home with their parents and don’t pay rent. • 4.3% said they live with relatives and pay rent. • 1.7% said they live with relatives and don’t pay rent. • 8.4% said they live with roommates and pay rent. • 0.9% said they live with roommates and don’t pay rent. • 31.7% said they rent with a significant other. • 19.2% said they own with a significant other. • 15.5% said they rent a place alone. • 7.7% said they own a place. 7. When asked ‘You mentioned you live at home with your parents. Do you want to move out?’ • 66.7% said yes, but they’re in no rush because they’re not sure they can afford it. • 18.8% said yes, as soon as possible. They can’t take it anymore. • 14.5% said no, they’re fine living with their parents. 8. When asked ‘You mentioned you live at home with your parents. Why don’t you move out?’ • 59.4% said they can’t afford to move out because their job doesn’t pay enough. • 27.5% said they can’t afford to move out because they don’t have a job. • 2.9% said they can’t afford to move out because of student loan debt. • 4.3% said they don’t want to move out. They like living with their parents. • 5.8% said that they’re a bit afraid to move out because of all the responsibility. 9. When asked ‘How far do you live from the closest major city?’ • 36.8% said they live within the city limits. • 10.9% said they live within 5 miles or less. • 14.3% said they live 5-10 miles away. • 14.3% said they live 10-20 miles away. • 9.2% said they live 20-30 miles away. • 5.5% said they live 30-40 miles away. • 3.7% said they live 40-50 miles away. • 5.4% said they live more than 50 miles away. 10. When asked ‘In what State were you born?’ • 13.2% said California. • 4.9% said Florida. • 4.8% said Illinois. • 3.5% said Michigan. • 7.5% said New York. • 4.3% said Ohio. • 4.8% said Pennsylvania. • 6.6% said Texas. • 2.3% said Alabama. • 1.1% said Alaska. • 2.3% said Arizona. • 1.2% said Arkansas. • 1.1% said Colorado. • 1.4% said Connecticut. • 0.5% said Delaware. • 2.3% said Georgia. • 0.9% said Hawaii. • 0.6% said Idaho. • 2.5% said Indiana. • 0.8% said Iowa. • 0.9% said Kansas. • 0.6% said Kentucky. • 1.2% said Louisiana. • 0.8% said Maine. • 1.8% said Maryland. • 2.5% said Massachusetts. • 0.6% said Minnesota. • 1.1% said Mississippi. • 2.1% said Missouri. • 0.2% said Montana. • 0.9% said Nebraska. • 0.6% said Nevada. • 0.8% said New Hampshire. • 2.9% said New Jersey. • 0.6% said New Mexico. • […]
Dana Nelson’s tale is a familiar one. If you talk to enough successful franchise owners of Our Town America, patterns begin emerging. For instance, it’s a “people person” business, and it helps to have a driven personality and a knack for sales. On all counts, Nelson fits the bill. For most of her career, Nelson was in wholesale account management. She oversaw a five-state territory for a business in the custom-made home furnishings industry. Nelson trained staff on the products and how to sell them. Additionally, she coordinated marketing programs with accounts. She often talked to business owners, of both large and small companies, learning what their frustrations were. She pretty much did it all. And then one day, she, along with a slew of other coworkers, was downsized during what’s often called the Great Recession. That was one big life event that helped steer Nelson toward Our Town America, but that wasn’t the only event. She had something else going on in her life — her parents were both aging and having trouble living on their own. “They were still in their own home, and they needed in-home health care,” Nelson says. “My mom had dementia; and my dad, as far as he was concerned, was going out of the house in a pine box.” They were 170 miles away, and Nelson began thinking that instead of trying to make it work as an employee, maybe she would have more flexibility to go check in on her parents and spend time with them if she could make her own hours. Nelson tried the interior design field for a while, a career that had been hers before she worked at the custom-made home furnishings company. “But it had changed so much,” she says. “And it wasn’t as lucrative.” From there, Nelson started working with a franchise broker to find out what her options were. She knew she didn’t want to be tied down to a brick and mortar business, one that would come with employees and a lease. That option would likely prevent her from spending more time with her parents. Ultimately, the broker recommended Our Town America. Nelson liked what she heard about the New Mover Marketing company. She loved the attractive, oversized Welcome Package that was sent to those new movers and felt it would be contributing to her community. She began having that internal dialogue we all have when thinking about a big decision. “The timing seems good. The business seems like a good fit. Do it now, or don’t do it,” Nelson told herself. She did it. In the waning months of 2013, about two years after the lay-off, Nelson became the owner of Our Town America of Little Canada Minnesota. She has done well since then, and for those looking for inspiration for their own businesses, there are about four reasons why Nelson has thrived. The flexibility factor. It’s hard to work when you’re worried about loved ones, and because she had a job that allowed her to make her own hours, Nelson was able to help her parents get that in-home care they needed. Her mother passed away a couple of years later, and her father passed several years ago, on his 93rd birthday. But in the midst of all of that, Nelson was able to continue to work on building her business clientele. After convincing her father to move into a nursing home, Nelson and her siblings had the time to properly clean out their parents’ home, renovate it and ultimately keep the cherished property. “If I hadn’t that time with my parents, I would not have been a happy daughter,” Nelson says. The experience factor. It helped Nelson that she was comfortable in the world of sales. Still, she says her personality isn’t one where she is comfortable doing “the hard sell”. She sees her job as more of an educator and a listener. “Don’t tell anyone you can help them until you understand what their needs are,” she advises. “If you get them talking, they’re going to tell you what they need, and then you’ll be able to show them how the product will help them achieve their goals.” The bounce back factor. “The best advice I can give anyone is to stay focused. You are going to get no’s and rejections. If you’re patient, you will eventually get positive results that are going to boost you back up,” Nelson says. “You might meet with people several times, and then a year or two later, you end up working with them because the timing is right. Timing and persistence are important.” The “people person” factor. As noted, Nelson likes people. That’s helped her business grow quite a bit. She doesn’t want to waste time pitching business owners who aren’t going to be receptive to her message, so she is selective about whom she approaches. For instance, she might go into a store, look around and buy something and then later, contact the owner. If she gets the sense that the business isn’t interested in good customer service, she won’t contact them. That practice has served her well. For example, she cites one of her first customers, a liquor store, as a good example of a store that cares about customer service. Upon learning Nelson was a first-time customer, the Owner of the store offered to take her on a little tour of his business, having no idea she was going to pitch him her services. She could tell by this experience that he cared about his business and his customers. He quickly became an Our Town America partnered Sponsor business, and he still is to this day! Now, let’s jump ahead to more recent times. Nelson was recently at a local Papa John’s talking with the new franchise owners and discussing Our Town America. The owners, a husband-and-wife team, were worried about landing new customers. But, while they saw the wisdom of marketing to new movers, they weren’t sure if […]
WBMA Birmingham – According to a new national survey released for May’s National Moving Month and the busy summer moving season – Millennials are growing up. They are choosing where to live based on factors like better jobs, higher pay, and benefits. The survey, commissioned by Our Town America, the nation’s leading new mover marketing franchise, paints a new portrait of the Millennial generation who are often accused of having their priorities backwards. Millennials are actually eager to move for job opportunities that equate to a better future for themselves and their families. Luke Wood, Our Town America Franchise Owner in Birmingham, Alabama, sits down with WBMA TV to discuss survey results from more than 650 Millennial new movers (men and women born between 1981 and 1996). Birmingham ranked high on the list of desired cities to live in! Watch the video below, recently featured on WBMA TV in Birmingham, to gain insight on survey findings. The national survey reveals: More than half (58 percent) would move to a city they don’t like for the right job 71 percent would choose to move for a higher paying job in the middle of nowhere over a lower paying job in their dream city Nearly 1 in 3 (30 percent) made their most recent move for their career 39% said price mattered most when selecting current residence – well guess what? Birmingham was recently named as one of nation’s 10 most affordable cities. Those who moved for a job cite higher salary and better benefits as top reasons for the move 86 percent of Millennials who live with their parents or relatives want to move out 84 percent of Millennials plan to buy a home Most Millennials (72 percent) said they don’t live in their dream city; the reasons are practical and calculated. “Price,” “the neighborhood,” and “proximity to work” were the top three reasons Millennials moved to their current city. Millennials also love to have fun, but want to keep it close to home…in a place their dog can be comfortable too. The survey shows convenience wins with Millennials on the move. Respondents said their home must be: Within range of delivery services (69 percent) Within walking distance to restaurants and stores (57 percent) Home to great community events (53 percent) – the top five favorites, in order, were food festivals, concerts, sporting events, bar hopping/wine tasting, and family-friendly events And a great fit for their pet(s) – 3 in 5 Millennials have pets, 70 percent of whom say pets influence where they live And so much for bright lights, big city. When asked about their ideal living situation: 80 percent said they’d prefer a different option other than “Big City Life” More than 1/3 (35 percent) of those surveyed would choose to move an Uber ride away from the city 1 out of 4 (25 percent) want to move to the suburbs, living even further away from the city Only 1 out of 5 want to move to the city (20 percent), barely beating out the rural boonies (19 percent) as the ideal living situation for Millennials The survey also shows that when Millennials move, this Phone-in-Face generation actually craves Face-to-Face connection with new neighbors. 76 percent say they’d prefer to meet new people in person rather than online 44 percent try to meet their neighbors 80 percent say they’d love a housewarming gift and 45 percent say they have given a housewarming gift Those who don’t try to meet their neighbors say it’s because they’re concerned with safety when knocking on doors More than 2 in 5 (41 percent) fear that social media has become the new neighborhood Millennial respondents say their ideal city has good scenery, great weather, fun outdoor activities, and plenty of job opportunities. Over 48% said they want to have outdoor activities available to them in their dream city. Thankfully, Birmingham is known for providing access to plenty of outdoor activities including great walking tours, botanical gardens, biking, cable skiing, hiking and more! The study also shows that if Millennial is new to town, they’d love a new business to welcome them. 85 percent say they’d take advantage of a local small business offer/freebie (like a free meal or haircut). Almost all (98%) say they’d likely revisit the business after trying out the offer. ### *Editor’s Note: *Please cite Our Town America as the source for this survey. *This online survey of 652 men and women was conducted by a third party and commissioned by Our Town America. *Survey participants have no affiliation with Our Town America. About Our Town America For 47 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local neighborhood businesses in a premium welcome package. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one of each business type in any specific zip code within its welcome packages, has been one of the key catalysts for the company’s long-term success. In addition, sponsors consistently rave about other unique aspects of the new mover marketing program – such as their ability to reach a brand-new audience of impressionable new movers each month and the insightful data/metrics delivered by Our Town America’s innovative pinpoint tracking system. Due in large part to Our Town America’s devotion to those concepts, thousands of satisfied business owners throughout the United States attest to the success and effectiveness of the program. Additionally, dozens of locally owned franchisees validate Our Town America’s concept as a viable business opportunity. It is Our Town America’s mission to assist new movers adjusting to their community, help businesses gain new and loyal customers and provide franchisees with an excellent opportunity. The eight million households who receive Our Town America’s welcome packages each year prove that Our Town America […]
Ken Sultar was the last of a dying breed. He was a phone book consultant. For 16 years, he worked for a company that advised business owners on how to get their company the most efficient advertising in the yellow pages. In those 16 years, Sultar helped businesses save millions of dollars on their advertising. So naturally, the Our Town America franchise, a business model that relies on direct mail, was right up his alley. “There’s a misconception that direct mail doesn’t work,” Sultar says. Sultar was guilty of believing in that misconception at first. He was a bit hesitant to purchase his franchise as he thought that direct mail might be heading the way of the phone book. He did his homework and soon learned that the direct mail industry was thriving and, actually, the Internet and digitalization of the world have actually helped the direct mail industry. “Studies show that Millennials love direct mail – mostly because they don’t typically receive much mail in general. It’s much nicer to read about a business you’re interested in on paper, rather than scrolling through your phone. Our mailings are personalized, and people just don’t get anything like that anymore,” Sultar says. Sultar obviously thought there was something special about Our Town America and liked the concept of targeting people who are moving into a new neighborhood. In 2012, Sultar became the owner of Our Town America of Connecticut. It has gone very well, so several years later, he also bought Our Town America of Massachusetts. He now splits his workweeks, traveling between the two states. How Ken came to Our Town America As noted, the phone book industry has seen better days. We aren’t ragging on them. We like phone books. As door stops. (No, seriously, we’re rooting for them, but the Internet has certainly done a number on the industry.) As Sultar puts it, “I saw the writing on the wall.” He adds that two other top salespeople left the company shortly after he did. “I was the leader, though. I started it,” jokes Sultar. And so, in the months before he left, Sultar wound up talking to a franchise broker. “I was chatting with my brother-in-law who lives in the Cleveland area and a friend of his happened to be a franchise broker,” Sultar says. Sultar spoke with that franchise broker, who was actually considering buying an Our Town America territory himself. The closest Our Town America franchise, at the time, was in Columbus, which was too far away for the broker. However, he thought Sultar, who lives in South Windsor, Connecticut, should look into buying a franchise. After all, Sultar had 16 years of experience in both business and in business sales, both of which are a major part of the Our Town America business model. As mentioned, Sultar bought Our Town America of Connecticut in February 2012, the very next month attended his Our Town America on-site franchise training, and by April, he was a full-time franchise owner soon landing clients. “It’s a great franchise for those that are dedicated, have a strong work ethic, enjoy chasing leads and like meeting new people. It’s rewarding helping people grow their business while also making the transition to a new area easier for new movers,” he says. It’s not just about money Sultar says that a big part of the attraction of owning two Our Town America franchises is the flexibility it affords him. When he bought his first territory, his son Zack was a sophomore in high school, and on the baseball team. Sultar was able to manipulate his work schedule so he could attend nearly every game. Previously, Sultar coached Zack’s baseball from when he started at age 5 through Little League at age 12. At age 11, Zack also started playing travel baseball. “You get tired of asking permission to get off work an hour early to go coach or watch games,” he says. “I wanted that flexibility of being able to leave the office when I wanted to — and to work later other times.” Zack is now about to graduate college. Our Town America has also given Sultar more time with his wife, Alanna. He mentioned how, last fall, he won a contest for growing his business. The prize: A 10-day trip to Hawaii for Sultar and his wife. “If you work hard, with this company, you can earn that type of stuff,” Sultar said. Obviously, Sultar knows what he’s doing. If you are a business owner in Connecticut or Massachusetts and want to learn about the benefits of targeting new movers, you know who to call. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]
Dentistry Today (May 2019) — Businesses are always on the hunt for new and innovative ways to effectively reach new clients, yet many organizations are completely missing out on arguably the most lucrative portion of the population—new movers. Residents who have just moved to town are actively seeking out new businesses to frequent, including grocery stores, restaurants, gyms, and dental offices. Attracting new customers often can be quite challenging and one of the biggest obstacles a business can face, so it’s crucial to capitalize on this target market and build long-term relationships. The key is to create a personalized offer that will inspire new movers to visit your dental practice and keep them coming back for more! To build a sustainable client base, business owners first need to give their managers and employees the opportunity to spark relationships that last by getting customers in the door. Where Do You Begin? Let’s start with the initial attraction. Targeting new movers can be a tricky endeavor. The first major obstacle is simply locating a new mover. Fortunately, that’s where new mover marketing comes into play. Our Town America helps connect new residents with local businesses through custom welcome packages delivered right to their mailbox. These packages include a collection of one-time, practical, and enticing offers from local businesses. While this paper method of appealing to new movers may seem old fashioned at first, studies have shown that new movers are more likely to utilize a physically mailed offer than one delivered electronically. Despite an increasingly electronic world, paper mailers have shown to be effective. The key is to deliver a new mover marketing offer that inspires action. A simple 10% off coupon usually isn’t compelling enough to pique a potential customer’s interest. Ideally, local businesses will offer a free service or gift if possible, though that isn’t always an option in dentistry. Currently, some of the best new mover marketing offers available from dentists include a free exam or x-ray or a $100 gift certificate for your first visit. Each of these offers will help draw in new customers and give them an added sense of value and appreciation on their first visit. Some dentists even offer new patients a free t-shirt bearing their office’s name and information on the back. This is particularly effective because not only do these new guests feel valued, but each time they wear that t-shirt, the practice gets free advertising. When it comes to crafting an appealing new customer offer or gift, it can pay to think outside the box and get creative. Community involvement is also a terrific way to reach new customers. Many new movers will attend local community events to get a feel for their neighborhood. Hosting events, sponsoring a local sports team, or manning a booth at a festival can be an effective way to get your name out in front of new movers. As you gather more and more happy customers, word of mouth advertising can also be a fantastic method of reaching new customers, including new residents. Much like a new mover welcome package, a friendly neighbor can be a great introduction to the community. Neighbors will recommend their favorite restaurants, veterinarians, and, yes, dentist offices to a neighbor who is just settling in. As the new mover has no other frame of reference, a neighborly piece of advice can be a powerful motivator. While this method of marketing can certainly be effective, it is much harder to target. Many offices have seen success through a referral program. By offering a small discount or gift for both the old and new client, you are killing two birds with one stone. A referral program incentivizes the current resident to spread the word and encourages the new mover to give your office a try. First Impressions New movers are a high-spending target who are actively seeking new dentists. Local practices can’t afford to miss out on this segment of the population. That said, it’s important to reach new residents before your competitors do. Once consumers have chosen a dentist, they typically will not transfer unless given a compelling reason, such as poor service. This disinclination to switch dental service providers stems from a combination of brand loyalty, convenience, and a lack of time, energy, or desire to find a suitable alternative, though that’s not to say that a new customer will never switch locations. When customers have a terrible first experience, they very well may make the effort to find a different dentist who provides better service. The newer the customers are, the weaker their ties to the business are and the more likely they are to leave. It’s no surprise that first impressions can be crucial to long-term success. Sometimes it only takes one bad experience to turn away a customer for good. If you want to see a long-term profit, it’s important to think beyond the initial visit. Lasting relationships, built on a positive foundation, are the key to reaching more people in the community and becoming an established business. Retention rates are important because it is typically far easier (and cheaper!) to keep a customer than it is to draw in a new client. Beyond a tantalizing welcome gift, top-notch customer service and a passion for client satisfaction will keep patients coming back. New mover marketing can be a tricky endeavor, but it is one worth pursuing. Drawing in fresh patients will help keep your practice thriving for years to come, so now is the time to put in the work to grow your customer base. A few years down the road, you’ll be glad you did! Mr. Plummer is president, CEO, and CTO of Our Town America. A US Army veteran and Certified Franchise Executive, he has more than 15 years of experience as a senior-level franchise executive and IT professional in the direct marketing industry. For more than 40 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local […]
WRAZ Raleigh (May 2019) – Millennials are growing up, and a new national survey – released just in time for May’s National Moving Month and the busy summer moving season – indicates they may be aging out of a YOLO, carefree-phase. Instead, Millennials are choosing where they live based on factors that would make their parents proud (like better jobs, higher pay, and benefits). In fact, do we dare say it? Millennials – ranging from age 22 and graduating college to age 38 and having families – are starting to sound a lot like their parents! The surprising new national survey of more than 650 Millennial men and women (born 1981 – 1996) who have moved in the last five years shows Millennials would forfeit living in a fun, dream city for a job that pays well with good benefits. And get this – they desperately want to get rid of mom’s couch and plan to buy their own home. The survey, commissioned by Our Town America, the nation’s leading new mover marketing franchise, paints a new portrait of the “non-committal slacker” generation often accused of prioritizing selfies over salaries. Rather than Uber from adventure to adventure, Millennials are eager to move for job opportunities that equate to a better future for themselves and their families. Watch the video below, recently featured on WRAZ TV in Raleigh, to gain insight on survey findings. The national survey reveals: More than half (58 percent) would move to a city they don’t like for the right job 71 percent would choose to move for a higher paying job in the middle of nowhere over a lower paying job in their dream city Nearly 1 in 3 (30 percent) made their most recent move for their career Those who moved for a job cite higher salary and better benefits as top reasons for the move 86 percent of Millennials who live with their parents or relatives want to move out 84 percent of Millennials plan to buy a home Most Millennials (72 percent) said they don’t live in their dream city; the reasons are practical and calculated. “Price,” “the neighborhood,” and “proximity to work” were the top three reasons Millennials moved to their current city. Of course, Millennials also love to have fun, but want to keep it close to home…in a place Rover can roam. The survey shows convenience wins with Millennials on the move. Respondents said their home must be: Within range of delivery services (69 percent) Within walking distance to restaurants and stores (57 percent) Home to great community events (53 percent) – the top five favorites, in order, were food festivals, concerts, sporting events, bar hopping/wine tasting, and family-friendly events And a great fit for their pet(s) – 3 in 5 Millennials have pets, 70 percent of whom say pets influence where they live And so much for bright lights, big city. When asked about their ideal living situation: 80 percent said they’d prefer a different option other than “Big City Life” More than 1/3 (35 percent) of those surveyed would choose to move an Uber ride away from the city 1 out of 4 (25 percent) want to move to the suburbs, living even further away from the city Only 1 out of 5 want to move to the city (20 percent), barely beating out the rural boonies (19 percent) as the ideal living situation for Millennials The survey also shows when Millennials move, this Phone-in-Face generation actually craves Face-to-Face connection with new neighbors. 76 percent say they’d prefer to meet new people in person rather than online 44 percent try to meet their neighbors 80 percent say they’d love a housewarming gift and 45 percent say they have given a housewarming gift Those who don’t try to meet their neighbors say it’s because they’re concerned with safety when knocking on doors More than 2 in 5 (41 percent) fear that social media has become the new neighborhood “Millennials are growing up, and they’re turning down pie-in-the-sky ‘dream cities’ for places that offer a better quality of life,” says Our Town America’s CEO Michael Plummer, Jr. “They’re seeking careers that provide good pay and benefits so they can have families and buy a home someday. It’s also clear they want to live close to an active social scene and develop real connections with neighbors. The cities that check those ‘wish list’ boxes will soon see a boom of Millennial movers.” Millennial respondents say their ideal city has good scenery, great weather, fun outdoor activities, and plenty of job opportunities. The study also shows that if Millennial is new to town, they’d love a new business to welcome them. 85 percent say they’d take advantage of a local small business offer/freebie (like a free meal or haircut). Almost all (98%) say they’d likely revisit the business after trying out the offer. “This survey shows that Millennials crave social connection – the warm and fuzzy feeling they remember from their childhood neighborhoods,” says Plummer. “It also shows Millennials are on the move and on a mission to build a better life for themselves and their families. Therefore, the local businesses who reach out and make these Millennial movers feel welcome in their new community will have loyal customers for life.” ### *Editor’s Note: *Please cite Our Town America as the source for this survey. *This online survey of 652 men and women was conducted by a third party and commissioned by Our Town America. *Survey participants have no affiliation with Our Town America. About Our Town America For 47 years, Our Town America has been providing new movers with traditional hospitality by mailing warm housewarming gifts from local neighborhood businesses in a premium welcome package. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one […]
Franchise Business Review (April 2019) — Clint Finch purchased his first Our Town America franchise territory in 2005, after working as a sales representative for a majority of his career. What is his key to success? Be excited about the product you are selling. This year, Clint was named as an FBR Franchisee Rock Star. “Clint doesn’t let anything stand in the way of making a sale that he knows will benefit the client. Due to his relentlessness, he has become quite the role model and mentor to fellow franchisees in the system.” – Brittany Johnson, Marketing Executive, Our Town America What advice do you have for someone considering investing in a franchise? DO IT! But don’t think that because you own a business that you are going to just make money! It takes work and discipline. There is no one there to check that you are working. It is really up to you to go out and make it work! What are you most proud of when it comes to your career in franchising? We have grown to a top franchisee group in our company and we get to spend time helping and training others who are coming in. It is humbling to know that other business people respect and admire your work. What was your career path before you entered franchising? I was climbing the corporate ladder. From the beginning as a Sales Representative and working my way up to VP of Sales in several organizations. As a business owner, what has been the biggest challenge you’ve had to overcome? Expecting everyone to be as excited as I am about my products. I have learned to accept that others might not see the benefit. However, so many people do, and I will continue to find those people! A second challenge has been keeping my work-life balance. Getting carried away with work seems easier when it is your own business. What do you like most about your franchise organization? Total support from each and every person at our corporate office! It is more than just the systems in place, which are also fantastic. We also enjoy a great group of franchisees who care about and support each other. To learn more about an Our Town America franchise, request information here. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]
TAMPA, Fla. (April 2019) – Our Town America, the nation’s premier New Mover Marketing franchise, recently hosted Keynote Speaker, Author and Marketing Visionary, Tom Feltenstein, at their annual franchise convention. Feltenstein has been a Marketing mogul for over 30 years and, much like Our Town America, is known to be an expert in the industry. Our Town America, which was founded in 1972, has been holding annual conventions since 2005 when they first began franchising. The company hosts a variety of sessions ranging from sales & marketing tips to how to make the most of the tools provided to the franchisees, such as their constantly-improving technology including mobile applications, the CRM, USPS Every Door Direct Mail®, and more. However, the company knows that, for many, the most motivating session can be one that focuses on internal drive. At this year’s convention, Feltenstein’s session focus was ‘how to be remarkable’ and what that can do for your bottom line. At the core of being remarkable is taking customer engagement to a whole new level by going above and beyond expectations to deliver extraordinary value to your customers. This lines up perfectly with Our Town America’s core beliefs. The company’s convention theme this year was ‘Mission Possible: The Code to Success’. The convention was centered on all that is possible for the franchisees if they are relentless in their work ethic & pursuit of excellence. This duo, Tom Feltenstein and Our Town America, as many of the 60+ franchisees noted, is ‘one for the books’. And what’s more: Feltenstein is already a firm believer in marketing to new movers. With decades of marketing and advertising success under his belt, he has a respect for this niche market – knowing just how loyal these new customers can be to searching businesses. The company and their many franchisees look forward to another year of prosperity, fueled by innovation, commitment to excellence & Feltenstein’s powerful and impactful presentation during this year’s Convention: That success will always be based on understanding what the customer wants & needs. ### About Our Town America For 47 years, Our Town America has been connecting new movers with local businesses by helping turn them into long-term, loyal customers. As the leaders in New Mover Marketing, they use a mix of proven and perfected methods of direct mail and new technologies to focus exactly on the businesses ideal type of customer. Through their mobile app, they are 100% trackable and also offer demographically targeted full-color postcard mailings, EDDM, and more. Since the company started franchising in 2005, Our Town America has consistently been placed in the Franchise Top 50, ranking top in their category for franchisee satisfaction. Our Town America’s dedication to the “sponsor exclusivity” concept, meaning Our Town America will only recommend one of each business type in any specific zip code within its welcome packages, has been one of the key catalysts for the company’s long-term success. In addition, sponsors consistently rave about other unique aspects of the New Mover Marketing program – such as their ability to reach a brand-new audience of impressionable new movers each month and the insightful data/metrics delivered by Our Town America’s innovative pinpoint tracking system. Due in large part to Our Town America’s devotion to those concepts, thousands of satisfied business owners throughout the United States attest to the success and effectiveness of the program. Additionally, dozens of locally owned franchisees validate Our Town America’s concept as a viable business opportunity. It is Our Town America’s mission to assist new movers adjusting to their community, help businesses gain new and loyal customers and provide franchisees with an excellent opportunity. The eight million households who receive Our Town America’s welcome packages each year prove that Our Town America is committed to following through on that mission statement. For more information, visit the Our Town America website at https://www.ourtownamerica.com/. Brittany N. JohnsonBrittany is the head of Our Town America’s corporate marketing department. She specializes in digital and print media, social media, and public relations. […]
