Moving to a different house can be a stressful and very pricey process, with the average American spending a whopping $17,000 on the relocation process, according to new research by Realtor.com®.
The new study, entitled “Unpacking the Mover Mindset: What Brands Need to Know,” explores the intricacies around moving, shedding fascinating new light on what really motivates people to switch locations, where they’re more likely to spend their money during the moving process, and how moving shapes the consumer mindset.
According to the new report, which was produced in partnership with retail analytics firm NielsenIQ, a typical mover in the U.S. shells out around $17,000 to set up their new home.
However, some are willing to splash out even more cash in order to make the transition as seamless as possible, with the study indicating that Realtor.com users pay 15% more than the average, bringing their moving costs to just under $20,000.
Interestingly, those costs don’t just focus around the process of packing, transporting, and shifting personal items and furniture, but instead extend to many other aspects of a mover’s lifestyle.
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What Realtor.com experts have found is that movers often seize the opportunity to take a good, hard look at the everyday products and services they use and, during this time of transition, they tend to become more open to new brands and upgrades.
“Traditionally, moving is seen as a disruptive life event, but our research found that moving is a mix of joy, excitement, and relief after the stress of the buying process; and it presents an opportunity where people are often more open to new products and services,” says Laura Eddy, vice president of research and insights at Realtor.com.
“It’s a moment of possibility—one where people are open to trying new things and spending both time and money to settle into their new homes.”
New home, new purchases
More than half of all surveyed movers (56%) reported springing for streaming services in their new homes, up 7% from their old homes.
The same share of movers reported investing in WiFi at their new address, a 2% increase from their previous locations.
Once they unpack their bags and settle in, homeowners, now equipped with faster and more reliable internet, tend to embrace the convenience of online shopping, with 67% of Realtor.com users reporting buying groceries online in their new homes—up 30% compared to their old abodes.
Another 65% of users said they got into the habit of purchasing medications through online pharmacy portals following their move, a surge of 41%.
Looking for a fresh start
But what new homeowners are really after is a fresh start, literally.
According to the survey, 61% of movers said they bought a new type of cleaning product they had never used before. More than half of the responders opted for an organic or natural product.
Among Realtor.com users, 38% reported changing at least one cleaning product brand since their move.
Looking to keep their properties spotless and germ-free, 66% of movers took the time to deep-clean their bathrooms, 63% scoured the countertops, and 56% made sure the windows were gleaming.
Anxious to protect their new residences from natural disasters and man-made calamities alike, a third of movers added a new type of coverage to their homeowners’ insurance policy, with 61% investing in flood insurance and 58% paying for fire insurance.
In a surprising twist, all movers, including both homebuyers and renters, were found to be three times more likely to buy or lease a car either just before or just after a move.
The study found that a third of movers who bought a car in the last six months picked a sedan or an SUV.
Notably, homebuyers tend to shop for cars at the same time they are shopping for properties.
