Moving Ahead with Employment and Homebuilding With a better job market and improving housing market, 36.3 million Americans moved during 2015, a 1.7% increase over 2014’s 35.7 million. In its broadest description, there are more than 14,600 moving services companies in the US with combined revenues of $17 billion. These companies move not only households, but also institutional and commercial goods, furniture and equipment. The narrower description from First Research includes approximately 7,800 establishments. The industry’s approximately $15 billion in revenues is generated from households, 60%; corporate moves, 15%; and storage, 10%.

21st-Century Pioneering Of the 36.3 million Americans who moved during 2015, 41.2%, or 14.956 million were adults, 18–34, and of all adults, 18–34, or 73.12 million, 20.5% moved during 2015. During 2014, there were a larger number of adults, 20– 24, who moved, or 5.404 million, compared to 5.140 million for 2015; however, there were more adults, 25– 29 and 30–34, which might reflect the improvement in the job market for young adults. There were no appreciable differences of where people moved during 2015 compared to 2014. The biggest change were those who moved to a different state in the same district and those who moved abroad.

Fleeing the Cold As has been the case for many years, Americans continued to migrate from the North to the South and the Northwest during 2015. From Wyoming to Vermont, a total of 16 states had more than 55% of their moves outbound. Across the southern tier of states, Texas, Tennessee, Alabama, North Carolina and Florida had inbound moves of more than 55%. Only Louisiana was an outbound state. Another 17 states, from California to Washington, D.C., had balanced migration. Alaska, Oregon, Washington and Idaho were all inbound states during 2015. North Dakota and Maine were the only other inbound northern tier states, with shale oil production likely responsible for more moves inbound than outbound in North Dakota.

Relocation Roundup Data from Atlas Van Lines’ 2015 Corporate Relocation Survey seem to suggest a significant increase in relocations for 2015, as 45% of companies surveyed said they would increase, compared to just 25% for 2014. As was the case for 2014, mid-size companies (500– 4,999 employees) expect the largest increase in 2015 relocation volume at 54%, followed by 48% for large companies (more than 5,000 employees) and 31% for small companies (less than 500 employees). In terms of relocation budget, 45% of those surveyed said they expected their budgets to increase during 2015. As with relocation volume above, mid-size companies expected the largest budget increase, with large companies second and small companies third.

Advertising Strategies To reach the primary moving audience of adults, 18–34, moving companies and truck rental companies should try early morning TV news and early morning social media posts, promoting a discount or incentive for bookings made before 10 am. Baby Boomers are buying second homes, downsizing and moving into apartments – and they have above- average incomes. Consider targeting them with evening TV news; direct mail; local, upscale magazine; and ads on your station’s Website news and weather pages. Although the primary moving season is mid-May to mid- September, promote a discount or other incentive for off-season moves. Consider providing a free babysitter and/or dog sitter or kennel accommodations during an off-season weekend move to make it easier.

New Media Strategies Social media is a must to reach young adults; and content in the form of a story will best capture their attention. Incentivize customers to tell the story of their move in photos and videos, emphasizing the ease of the move and the professionalism of the movers. Given the poor reputation that some moving companies have, asking customers to post online reviews is essential. Plus, moving companies and truck rental companies should learn how to answer negative reviews promptly and transform them into positives. Moving and truck rental companies can generate a considerable amount of goodwill and buzz by supporting a local charity or community organization: provide moving services when the organization relocates or a free move for a Habitat-for-Humanity family.