--- title: "Home Mover Data: The Highest-Intent UK Audience | Outra" description: "Home mover data lets you target recent home movers while they are re-buying furniture, appliances and utilities. How to find them and reach them fast." url: "https://outra.co.uk/blog/recent-movers-targeting" --- # Home Mover Data: The Highest-Intent UK Audience In short Moving home is the biggest discretionary spending event in a UK household's life, and it has an end date. The cost of moving in England now averages **£17,831** (reallymoving, Nov 2025), and HMRC recorded **96,330** residential property transactions in December 2024 alone, up 19% year on year. That is a rolling supply of households replacing furniture, appliances, insurance and utilities within weeks of completion. Meta and Klaviyo have no reliable signal for it. A move stage appended to your customer file does, which is why "just moved" audiences beat generic prospecting in any home-anchored category. ## The homemover opportunity The scale first. HMRC's monthly property transaction statistics recorded **96,330** residential transactions in December 2024, **19% up on the same month a year earlier** ([HMRC](https://www.gov.uk/government/statistics/monthly-property-transactions-completed-in-the-uk-with-value-40000-or-above)). That is roughly one month's worth of households simultaneously re-buying most of their home. And moving is expensive in a way that reveals intent: __Published UK cost-of-moving figures. Methodologies differ — cite the specific source.__ | Figure | What it measures | Source | | -------------- | --------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------ | | £17,831 | Average cost of moving in England, from quotes by 181,000 home movers | [reallymoving Cost of Moving Report](https://propertyindustryeye.com/home-moving-costs-jump-27-in-a-year-after-stamp-duty-hike/), Nov 2025 | | Almost £18,000 | Cost of moving house, consumer survey | [Which?](https://www.which.co.uk/news/article/cost-of-moving-house-climbs-to-almost-18000-aamHo7O2igUm), Nov 2025 | | Almost £14,000 | Same measure, one year earlier — showing the trend | [Which?](https://www.which.co.uk/news/article/moving-house-costs-almost-14000-and-its-about-to-get-more-expensive-agloS0j2zCGY), Nov 2024 | | 96,330 | UK residential property transactions, Dec 2024 (+19% YoY) | [HMRC](https://www.gov.uk/government/statistics/monthly-property-transactions-completed-in-the-uk-with-value-40000-or-above) | Those totals cover stamp duty, legal and agency fees rather than retail spend, so treat them as evidence of a household in transaction mode, not as an addressable basket. The point for a marketer is the behaviour around a number that size. A household spending £18,000 to move is also replacing the sofa, the washing machine, the broadband and the insurance, inside a few weeks. This is not incremental demand. It is a reset of what the household buys, and unlike an interest signal it expires. ## What home movers buy More categories are affected by a move than most brands assume. ![Home-mover timeline showing what home movers buy across pre-move, moving and post-move stages, from mortgage and removals through furniture, appliances, insurance and utilities to longer-term services.](/__l5e/assets-v1/31410ba6-fb79-4c51-ab49-a47e0bce7552/home-mover-timeline.jpg) Home-mover purchase timeline: the spending window starts before the move and runs for months afterwards. ### Early Intent (6 to 3 months before) Real-world moving signals from observed listings and SSTC. - Credit check - Energy performance certificate - Mortgage AIP ### Move Intent (3 to 1 month before) Data predicts activity and services timelines. - Listing date - Mortgage - Book removals - Insurance - Furniture ### Move Completion (move month) Offer accepted and actively moving. - Energy - Address change - Cleaning - Subscriptions - Vet ### Just Moved (1 to 3 months after) Moved into the new address and actively spending. - Furniture - Appliances - Lighting - Gym membership - Subscriptions - Internet and WiFi - Pet insurance ### Settling In (3 to 12+ months after) Engaged with home services and products past 90 days from the move. - Device upgrades - Annual will review - Mortgage refinancing - Annual contract review ## The window is short Spending is not spread evenly across the move. It spikes and then decays. - **One to three months before**. Researching, comparing, not buying yet. - **Move week**. Essentials only. Nobody is browsing. - **Month one**. The heaviest spend. Whatever is missing gets bought. - **Months two and three**. Considered purchases, filling gaps. - **Months four to six**. Lifestyle purchases as the house settles. - **Months six to twelve**. Back towards normal, still above baseline. So reach them early. By month six most of the money has already been spent, usually with whoever showed up first. ## Home mover data: how you actually find them Ad platforms do not know who has just moved. Home mover data does: property listings, sold subject to contract flags, completion records and occupancy changes, matched to a household address. That is the raw material. What matters is how you use it. ### Enrich the customers you already have Send Outra your customer or CRM file. We match it at household level and append a move stage, so you can see which of your existing customers are pre-move, in the move month, or three months in. That feeds a Klaviyo flow or a suppression list without you buying a single new impression. ### Prospect the movers who are not yours yet Outra builds an audience of UK households at a chosen move stage, filtered by property type, value, location or anything else that matters to your category, and suppresses your existing customers so you are not paying to reach them twice. That audience syncs to Meta, Google, TikTok and Klaviyo as a named audience, and refreshes daily as new households enter and leave the window. ### Run both Most brands end up here. Email the movers already in your database, prospect the ones who are not, and use the same move-stage definition for both so your reporting compares like with like. ## What to run once you have the audience ### Meta and Instagram Push the mover audience in as a Custom Audience and let it refresh daily, so the people in it are always inside the window. Suppress existing customers unless the campaign is a cross-sell. Creative should show the product in a new home rather than talking about moving, which people tire of quickly. ### Google Use the same audience for Customer Match, then bid up on movers in the categories where the move creates the demand. Search copy that names the situation, for example a new address or a first week in the house, tends to hold its click-through rate longer than generic offers. ### Klaviyo Trigger a flow when a subscriber is flagged as a mover, send the products that match their stage, and raise frequency for the first month only. Drop back afterwards. The stage attribute tells you when to stop, which is the part most mover campaigns get wrong. ## Why movers are worth more later Customers acquired during a move usually pay back better than the CAC alone suggests. The first basket is larger because they are filling a house. They buy across categories they would not normally consider, so the second and third orders come faster. Habits formed during a move tend to stick, which shows up in repeat rate rather than in the first conversion. And movers talk to other movers. Worth measuring properly. If you only judge a mover campaign on first-order ROAS, you will underprice it. ## Where to start Recent home movers are the highest-intent audience most brands never build. They are replacing things, they have a budget for it, and the window closes. Two practical starting points: append move stage to your customer file and see how many are already in the window, or build a prospecting audience of movers who are not customers yet and test it against your current best-performing audience. Outra does both, and the same move-stage definition carries across Meta, Google, TikTok and Klaviyo so the numbers line up. **Read next:** the practical playbook for [targeting a specific audience on Facebook ads](/blog/target-specific-audience-facebook-ads), and how this changes [what targeted Facebook ads cost](/blog/facebook-ads-cost). Reach recent movers ### Activate Just moved, Recently Moved and Predicted Move households Outra's Move stage attribute powers ready-made segments, Move intent, Moving, Just moved, Recently Moved, Sale anniversaries, for mover-specific creative on Meta, Google and Klaviyo. [Book a demo](/demo) ### What Outra knows about every UK household All attributes and segments are tied to a single identifier: **the household**, not an email, not a cookie. Life stage - Employment stage - Move stage - Age band - Family stage Household - Occupancy status - Property type - Bedrooms - Property size - Property value band (£) - Garden - Garage - Parking / Driveway - Area type - Region Purchasing power - Purchasing power band - Household income band - Credit score band - UHW (ultra-high wealth) Ready-to-activate segments Life stage StudentsEarly Career HouseholdsEstablished ProfessionalsBlue Collar HouseholdsFamilies with pre-school childrenFamilies with primary school childrenFamilies with secondary school teens at homeFamilies with Older TeenagersBigger FamiliesHigh Purchasing Power Adults Without Children Mover signals Predicted MoveMove intentMovingJust movedRecently Moved1 / 2 / 3 year sale anniversarySale anniversary in Q1–Q4 Property RentersOwner-Occupied HomesSmall / Medium / Large HomesHomes with GardensGarageNew-Build LifestyleOlder homesFlat renters / Flat ownersDetached renters / Detached owners Geography & affluence Urban / Suburban / Rural areaUltra-High Purchasing PowerHigh Purchasing PowerLow Purchasing Power Lifestyle Pet OwnersCar ownerMulti-Car Households ![Recent Home Movers: The Highest-Intent Audience You're Not Targeting](/assets/recent-movers-targeting-CBdFHsb6.jpg) Reach recent movers ### Activate Just moved, Recently Moved and Predicted Move households Outra's Move stage attribute powers ready-made segments, Move intent, Moving, Just moved, Recently Moved, Sale anniversaries, for mover-specific creative on Meta, Google and Klaviyo. [Book a demo](/demo) ## Continue Reading Explore more insights on data enrichment and audience targeting [![Direct Mail Marketing in 2026: The UK Brand's Guide to Costs, Targeting and ROI](/assets/direct-mail-marketing-guide-CzzwJJ0b.jpg)Audience ProspectingDirect Mail Marketing in 2026: The UK Brand's Guide to Costs, Targeting and ROI24 Aug 202611 min readRead article](/blog/direct-mail-marketing-guide)[![The Household Audiences Guide: Building Prospecting That Beats Lookalikes](/assets/household-audiences-guide-CwOcAvh7.jpg)Audience ProspectingThe Household Audiences Guide: Building Prospecting That Beats Lookalikes10 May 202614 min readRead article](/blog/household-audiences-guide)[![The D2C Vertical Targeting Playbook: Furniture, Sleep, Garden & Kitchen Brands](/assets/d2c-vertical-targeting-playbook-nVKpa687.jpg)Audience ProspectingThe D2C Vertical Targeting Playbook: Furniture, Sleep, Garden & Kitchen Brands7 May 202612 min readRead article](/blog/d2c-vertical-targeting-playbook) Reach recent movers ## Activate Just moved, Recently Moved and Predicted Move households Outra's Move stage attribute powers ready-made segments, Move intent, Moving, Just moved, Recently Moved, Sale anniversaries, for mover-specific creative on Meta, Google and Klaviyo. [Book a demo](/demo)