In December, Cleanlist identified 30,515 pre-movers in Canada, the lowest count recorded in 2024. This resulted in a minor 16.3% increase in pre-movers from December 2023 to December 2024 and a significant 35.2% decrease in pre-movers month-over-month from November 2024 to December 2024. Learn how to leverage intent data in your marketing plans.
Notable Intent Data from December 2024
- The only provinces to see a decrease in pre-movers from December 2023 to December 2024 were the Yukon Territory (-15 %), Saskatchewan (-7.6%), and P.E.I. (-4.1%).
- The provinces that saw the biggest increase in pre-movers from December 2023 to December 2024 were Northwest Territories and Nunavut (33.3%), New Brunswick (25.8%), and British Columbia (21.7%).
- All provinces saw a decrease in pre-movers from November 2024 to December 2024.
- The provinces that saw the biggest decrease in pre-movers from November 2024 to December 2024 were Saskatchewan (-44.5%), Manitoba (-43.9%) and Northwest Territories and Nunavut (-42.9%).
Why are December 2024 pre-mover numbers lower than November 2024 yet higher than December 2023?
While December 2024 marked the lowest monthly pre-mover count in 2024, it still reflected an increase in pre-movers from one year to the next. The year-over-year growth highlights a broader upward trend in pre-mover activity, likely driven by decreased interest rates from 2023 to 2024, resulting in major housing market shifts.
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 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.
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.
