TAKE THE MESSAGE DIRECT TO HOME MOVERS
Equifax Connect-In™ harnesses the spending power of new movers
London 1st May 2007 – Equifax, the leading marketing information provider, is bringing marketers vital information on the lucrative home mover market with Equifax Connect-In™, launched at IDMF 2007. Recognising the value of the changes in spending patterns associated with a house move, Equifax has developed Connect-In™ to provide address level details of homes that have been vacated, allowing marketers to use them to target new movers.
“Moving house is one of the biggest events in an individual’s life and brings significant spending with it,” confirmed Chris Sherlock, Head of Marketing, Equifax. “New movers offer vast spending power, giving companies an ideal opportunity to promote their products and services. In addition home insurance, utilities suppliers and other services often come under review following a move. We, therefore, believe Connect-In will provide a crucial consumer intelligence resource for all sorts of consumer marketers.
Equifax Connect-In™, which is updated daily and supplied monthly, identifies vacant addresses using data collected by Equifax proprietary data sources. This intelligence indicates the presence of new occupants, making it easier for companies to target the right consumers with the right message. And by providing access to up to 100,000 unique and pre-verified addresses per month, Connect-In™ enables marketers to target new movers as soon as they have moved in – before their names become available on the Edited Electoral Roll and therefore accessible to other marketers.
In addition, Equifax has developed Movers Alerts as part of Connect-In™, providing appropriate data for each stage of the home mover process and enabling specifically targeted campaigns. For example, mortgage and other financial service propositions are very relevant when a house is on the market, whilst furniture removal services are appropriate when the property has been sold.
“The level of data provided by Equifax Connect-In™ means marketers can create highly effective direct marketing campaigns, targeting new movers with appropriate products and services” confirmed Chris Sherlock. “Connect-In™ has the power to enhance response and acquisition rates, as well as boosting order values by harnessing the power of the spending behaviour associated with moving house.”
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