The moving season is approaching fast, and with it comes significant opportunities for telecom marketers looking to connect with key audiences. Moving, often seen as a chaotic and stressful time, presents a prime opportunity for Internet Service Providers (ISPs) to offer solutions that provide simplicity, stability, and value—meeting customers at a critical decision-making moment.
The movers market in 2025 is poised for some interesting shifts, driven by generational behavior, economic trends, and evolving customer needs. To stand out, savvy telecom marketers must reimagine strategies, leveraging key insights to speak directly to the motivations and unique challenges of different mover segments.
Digital Marketing Takes the Lead
Movers marketing has seen an exponential shift toward digital platforms. From paid social to OTT (over-the-top media services), ISPs are prioritizing digital channels for their dynamic targeting capabilities. Recent Comperemedia data shows the top ISPs, including Xfinity and Verizon, increased their movers-related digital spend by over 38% between the 2023 and 2024 moving seasons—solidifying digital as the channel of choice for movers marketing efforts.
Strategic Movers Segments and How to Reach Them
To craft impactful marketing strategies in 2025, it’s critical to address the nuanced needs and motivations within the movers’ audience. Movers marketing has typically taken a one-size-fits-all approach, leaving opportunities for more relatable marketing on the table. We have identified 3 mover segments that telecom brands should think about when creating their marketing strategies.
1. Dynamic Dwellers
Young, driven, and navigating life transitions, Dynamic Dwellers are striving to balance financial constraints with their aspirations. They are often renters in urban areas, who seek affordability and flexibility in services. ISPs can connect by offering customizable plans and loyalty perks to stand out from generic speed-focused messaging, counteracting the common internet-related misconceptions.
ISPs should sweeten the deal for this cohort during the upcoming moving season, to help Dynamic Dwellers conceptualize everything additive that’s a part of their internet service. Taking this approach allows ISPs to position their services as a gateway to the subtle lifestyle enhancements they are looking for in their upcoming move.
Dynamic Dwellers are also less likely to be satisfied with the freebies and loyalty programs of their current ISPs than other mover segments in 2025. Therefore, layering in perks will elevate the perceived value they currently hold for internet service, and will also create a buildable foundation to foster loyalty throughout the service term.
Source: Comperemedia Direct; Mintel/Pathmatics [04/01/2024-/08/31/2024] as of 1/14/2025
2. Sophisticated Seekers
Established and secure in their lives, Sophisticated Seekers are ready for subtle upgrades that reflect their desire for quality and luxury. This experienced cohort is looking for seamless home enhancements. ISPs should highlight premium services, such as multi-gig internet, to position solutions as part of their elevated lifestyle.
ISPs should go beyond simply stating elevated speeds for multi-gig and fiber solutions and connect the dots between premium internet and premium at-home experiences. The movers’ efforts should help the Sophisticated Seeker envision how a luxury internet service aligns with their appetite for higher-quality products and services.
3. Relocating Rents
Family-focused and motivated by the need for more space, Relocating ‘Rents prioritizes decisions that improve the whole family’s quality of life. They value reliability and connectivity for every household member. ISPs can engage them by emphasizing whole-home coverage, capacity, and realistic, family-centric solutions tailored to their needs.
Relocating ‘Rents likely have their hands full balancing work and family life on a normal day. Adding a move to the mix brings broken routines, increased stress, and a period of change that only adds to the challenges they face.
Immediate connectivity can also be positioned as the key to decompressing, emphasizing that all the pieces may not be in place yet, but the family can still come together and share in entertainment at the end of the day.
What we think
For telecom marketers, moving season isn’t just a time to sell products—it’s an opportunity to build relationships. By addressing the key concerns and desires of movers, ISPs can elevate their relevance, stand out in a competitive market, and foster long-term loyalty. Are you ready to be at the forefront of movers marketing in 2025? Clients can access the full report here—or get in touch with our experts to take your telecom strategy to the next level.
