Analyzing pre-movers provides buying intent data which helps sales and marketing teams to identify potential customers with similar pain points. What can we learn from October’s numbers?
LOWER INTEREST RATES DRIVING AN INCREASE IN NEW LISTINGS ACROSS CANADA
In October, Cleanlist identified 69,262 pre-movers in Canada. We noticed a small 2.5% increase in pre-movers month-over-month from September 2024 to October 2024, but a significant 25.9% increase in pre-movers year-over-year from October 2023 to October 2024.
This intent data month-over-month suggests a stable upward trend. At the same time, the significant increase year-over-year could highlight larger shifts in the market that could reflect economic conditions, increasing housing demand or demographic trends.
NOTABLE INTENT DATA FROM OCTOBER 2024
- The provinces that saw the biggest increase in pre-movers from September 2023 to October 2023 were Alberta (32.9%), Quebec (31.8%) and New Brunswick (31.2%).
- No provinces saw a decrease in pre-movers from September 2023 to October 2024.
- No provinces saw a decrease in pre-movers from September 2023 to October 2024.
- The only provinces to see a decrease in pre-movers from September 2024 to October 2024 were Yukon Territory (-29.6%), British Columbia (-9.6%), Manitoba (-6.6%) and Saskatchewan (-0.7%).
WHY ‘FOR SALE’ LISTINGS INCREASED SIGNIFICANTLY YOY
If we compare the interest rates from October 2023 to October 2024, we see a 1.25% drop year over year. This decline likely encouraged more potential sellers to enter the market. We’ve seen patterns in the past where lower rates can increase buyer demand, making potential sellers favour listing their house over staying put. As lower rates bring more buyers into the market, sellers seem to be more motivated to list their properties to bring in a more favourable pool of buyers and a variety of offers.
WHY CANADIAN HOME LISTING INTENT DATA MATTERS TO YOU
Cleanlist tracks Canadian buying intent data on properties listed for sale or rent daily. This list is called “pre-movers,” representing households with purchase intent that will be ready to buy in the coming months based on these intent signals.
Marketing and sales teams of consumer-oriented products and services can appreciate the benefit of such data collection. Families planning a move are beginning a large spending cycle that includes everything related to physically moving, financial services, and home improvements like roofing, landscaping, furniture, internet and telecom services, and other related categories.
BUYING INTENT DATA HELPS REACH EXISTING CUSTOMERS TOO
Beyond identifying new customers, real estate listing intent data helps define the ideal customer profile which may be recognized within a current database. Through account based marketing, businesses can concentrate resources on existing target accounts and personalize their marketing messaging.
Leveraging intent data to create marketing campaigns that engage with these consumers at the beginning of their buying journey is a smart marketing strategy.
