Introducing new mover data: Reach households right after they move

Today we're adding new mover data to the Faraday Identity Graph (which already covers 1,400+ attributes on more than 240 million US adults and their households). It shows which households just moved into the areas a brand serves, and flags a brand's own customers who look likely to move soon, so brands can reach new neighbors while they're still choosing providers and keep their customer records current. To see the numbers for your area, get a free ZIP report on the new mover data page.

This post covers why timing matters with new movers, how the data works, what brands use it for, and how to get started.

Why timing matters with new movers

When a household moves, a lot of decisions open up at once: a new HVAC company, a new bank, new insurance. Those choices often stick for years, so the brands that show up early have an edge.

The hard part is timing. Most brands find out a household moved after the fact, once a competitor has already won them or the mail starts coming back. A list of new addresses helps, but on its own it treats every mover the same. A home services company doesn't need every household that moved into its ZIP codes. It needs the ones most likely to become customers.

About one in eight Americans moved in 2024 (US Census Bureau). In their first year after closing, buyers of new homes spend $21,306 on appliances, furnishings, and changes to the home, four times what owners who didn't move spend (NAHB). Buyers now expect to stay in a home for about 15 years (NAR), so the providers they pick early can keep them for a long time.

How Faraday's new mover data works

Faraday tracks three separate signals: a home listed for sale, a home under contract, and a household that finished a move. A listing or a contract means a move is coming. A finished move means the household has landed. Brands can act on whichever stage fits what they sell.

The mover data comes from a data partner that tracks listings, contracts, and completed moves across the US. Faraday matches it to its consumer profiles and refreshes it daily.

Because every mover is matched to a full Faraday profile, a brand can rank them by how likely they are to buy, using the same predictions it already builds in Faraday. Say a homeowner named Dana just bought a 1987 colonial three miles from a brand's nearest location, and she looks a lot like the customers who signed up for a maintenance plan last year. She's one of the new neighbors to welcome first.

What brands use it for

Which use matters most depends on where in the customer's path a brand wants to reach them, more than what industry it's in.

Reach people new to the area. Faraday sends weekly lists of households that just moved into a brand's ZIP codes, ranked against the brand's own customers. That way the brand reaches the movers most likely to buy instead of all of them. Paired with Nearest Location, the brand also knows which of its locations is now closest to each new household, so it can welcome them to that one.

Keep customers who are about to move. When a customer's home is listed or goes under contract, it's an early sign they're leaving. That gives the brand a chance to keep them if they're staying in range, or to hand them off to the location nearest their new address.

Stop mailing people who've left. Brands can drop customers who moved out of range, so the mail budget goes to people who can still buy.

Add moves to predictions. Whether someone recently moved or is about to move becomes one more input to the predictions and lead scores a brand already builds in Faraday.

Getting started

Start with the free ZIP report. Paste in the ZIP codes you serve to see how many homes were listed, how many went under contract, and how many people moved in over the last 30, 90, and 365 days. The report shows counts only, with no names.

When you want the households behind those counts, Faraday can send weekly lists of the movers landing in your ZIP codes. Each list is ranked by how likely each household is to buy from you, and it's delivered to your ads, CRM, or mail house. If you're already a Faraday customer, you can also add new mover data through the API, real-time lookups, or recurring deliveries into the tools you already use.

Availability

New mover data is available now. Anyone can run the free ZIP report; Faraday customers can get ranked weekly lists or add it through the API. To get started, talk to sales or try the free report on the new mover data page.