How Population Growth and Economic Trends Are Shaping Pre-Mover Activity in Canada
In January, Cleanlist identified 42,743 pre-movers in Canada when compiling listing intent data. This number marked an 8.7% increase year over year from January 2024 to January 2025 and an even greater 40.2% increase month over month from December 2024 to January 2025. This notable month-over-month increase is strikingly similar to last year’s numbers from 2023 to 2024.
Interesting Intent Data from January 2025
- The provinces with the biggest decreases in pre-movers from January 2024 to January 2025 were P.E.I. (-12.3%), Nova Scotia (-10.2%), and Manitoba (-9.9%).
- The provinces with the biggest decreases in pre-movers from January 2024 to January 2025 were P.E.I. (-12.3%), Nova Scotia (-10.2%), and Manitoba (-9.9%).
- All provinces saw an increase in pre-movers from December 2024 to January 2025.
- The provinces with the biggest increase in pre-movers from December 2024 to January 2025 were British Columbia (94.2%), Quebec (44%), and P.E.I. (42.9%).
What has been affecting pre-mover intent data the most in recent months?
The significant increase in pre-mover activity observed from December 2024 to January 2025 can be attributed to several key factors influencing Canada’s housing market. According to StatsCan, international migration played a large role in the increase in housing demand in the third quarter of 2024, resulting in many individuals considering relocation.
If we examine particular regions, it’s clear that BC, Quebec, and Ontario have recently experienced the most growth in pre-movers. These regions serve as an economic hub, drawing newcomers seeking employment. Conversely, provinces with smaller populations could be facing declining numbers due to limited housing availability.
The country’s population growth has been driven by immigration and economic conditions affecting each region, and both have had a major impact on pre-movers’ data in recent months.
However, the month-over-month decline underscores the strong influence of seasonal factors. December typically sees a slowdown in pre-mover activity due to holiday-related priorities, unfavourable moving weather and end-of-year financial planning for 2025. This is a natural cooling-off period for pre-movers that aligns historically with patterns in behaviour. Together, these data points reveal how broader annual trends can coexist with predictable seasonal fluctuations in the market.
Why Canadian Home Listing Intent Data Matters to You
Cleanlist tracks Canadian buyer intent data on properties listed for sale or rent daily. We call this list “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.
Leverage Intent Data to 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 sales and marketing messaging saving time and resources.
Leverage intent data to create marketing campaigns that engage with these consumers at the beginning of their buying journey for a smart marketing strategy.
