Pre-Mover Count Stays Consistently High Leading Into Summer Selling Season
In June, Cleanlist identified 72,037 pre-movers in Canada. We saw a small 1.8% decrease in pre-movers YoY from June 2023 to June 2024 and a slightly larger decrease in pre-movers month-over-month (3.5%) from May 2024 to June 2024.
According to our database, this is the first month in 2024 to experience a decrease in pre-movers YoY from 2023.
Although there was a slight decrease in pre-movers from June 2023 to June 2024, the sheer number of pre-movers in June of this year remained remarkably high. The difference in pre-movers between June 2024 and June 2023 likely comes from the interest rates dropping from 5% to 4.75% at the beginning of the month.
Last year, interest rates at this time were bumped up, rather than bumped down, leading us to believe that more homeowners are planning to stay put this season. Since this year they are down to 4.75% instead of 5%, it could either encourage sellers to stay in their current homes OR encourage them to list their homes and take advantage of the increased buyer interest driven by more affordable borrowing costs. Depending on the seller’s motives, June seemed to be a win-win month for both buyers and sellers.
Noteworthy Intent Data from June 2024
- The only provinces to see an increase in pre-movers from June 2023 to June 2024 were Nova Scotia (15%), Yukon Territory (2%), and Alberta (1.7%).
- The provinces that saw the biggest decrease in pre-movers from June 2023 to June 2024 were Saskatchewan (13.9%), Manitoba (10.8%), and Newfoundland (10.6%).
- The provinces with the biggest increase in pre-movers from May 2024 to June 2024 were Yukon Territory (25%), Newfoundland (14.4%), and Northwest Territories and Nunavut (2.9%).
- The provinces with the largest decrease in pre-movers from May 2024 to June 2024 were Quebec (10,1%), Manitoba (6.9%), and British Columbia (5.9%).
Why Canadian Home Listing Intent Data Matters to You
Cleanlist tracks Canadian intent data on properties listed for sale or rent daily. This list is called “pre-movers” and they represent households that will be big spenders in the coming months.
Marketers of consumer-oriented products and services stand to benefit most. Families that are planning a move are at the beginning of 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. Engaging with these consumers early and promoting solutions is a smart strategy that’s used successfully by many savvy marketers.
