Every month, about 1.25 million households move in the United States - though in the present recession, recently it's been a little under 1 million. COMPUTER-ASSISTED MARKETING
Opportunity Sizing
Those "new residents" need services from tradesmen and professionals in their new community and those providers need to know who they are so as to advertise effectively. In the present recession, that need is even more acute; as you know, some providers are being forced out of business. You'll be offering them a lifeline.
Virtually every establishment dealing with residents can profitably use C-AM's service, and there are hundreds of thousands of them. Reckoning that on average about 125 newcomers a month arrive in a typical market or service area, (1.25M/125 =) about ten thousand areas are ready to be used by those many hundred thousand establishments - in other words, our market is almost inexhaustible.
A few types of trader don't fit. Vendors of home heating fuel are one such type, for they need to contact the new resident no later than the very day of arrival; we're quick, but not that quick! Also realtors do not fit, for when the newcomer arrives to live, the realtor's work is already done. Lawyers, likewise, are a poor fit because they serve residents only irregularly, as need arises. So are hoteliers, for their business comes mostly from NON-residents in any area.
But any retailer, dentist, church, chiropractor, private school, physician, banker, veterinarian, hair salon, car workshop, restaurant, health club, furniture dealer, insurance agent, optometrist, supermarket, dry cleaner, liquor merchant, newspaper, hardware store... pretty well anyone with a window or shingle on Main Street or in the strip mall needs to contact new residents before his competitor can, so as to sustain and grow his business. And the more "hands-on" the prospect - the more he tends to relate to his regular customers by name, for example - the more suited he is to this method of promotion. An important part of the sales pitch is to introduce or remind the prospect about the VALUE OF A CUSTOMER. That is explained on our web site under "Costs". Residents stay in one home for 5 years on average, so a retailer should count the business he's likely to do in his store for five years, when reckoning how worthwhile it is to spend money to attract a new customer. It will very likely be over $1,000 as shown on that page. Another key part of the pitch is to remind him that as his existing customers move away, his business may shrink unless he takes action to replace that lost business.
Yes, by "doing nothing" he may just replace them since the newcomers do have to shop somewhere. But by reaching and attracting them first - before his rivals - he'll add more than he loses, and so grow his business.
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