Knowing Where your clients are Matters
Bottom line
A household that lists, buys, sells, or moves is not just changing address. It is entering a compressed decision window where many services are reconsidered at once: mortgage, insurance, telecom, utilities, movers, storage, cleaning, repairs, paint, appliances, furniture, vehicles, pet services, and local retailers.
In Canada, Statistics Canada reports that 2.1 million households moved in the two years leading up to the 2021 Census, representing 13.8% of all households. The largest stated reasons were bigger or better housing and a more desirable neighbourhood, which reinforces that moving is usually tied to life-stage change, not simply logistics.
The most useful marketing insight is this: many purchase decisions start before the household actually moves. By the time a “new mover” file exists, a mortgage may already be arranged, internet may already be booked, a mover may be selected, insurance may be changed, and major furniture/appliance decisions may already be underway.