Distance Modeling: How a National Home Security Brand Cracked the Code on Movers

The Challenge

A national home security brand identified that movers should be a critical audience segment for growth, but their team had struggled to achieve meaningful performance from past mover campaigns.

Traditional approaches lacked the sophistication to pinpoint high-potential customers, leading to inefficient spend and lower-than-expected returns. The brand turned to Deluxe for a more effective, data-driven solution.

The Solution

Deluxe designed a pilot program that delivered fresh mover leads on a weekly basis. Each week, the team identified net-new households from three high-value segments for direct mail outreach:

• Homes listed for sale
• Homes under contract
• Recently moved-in households

To ensure the brand targeted the most promising prospects, Deluxe applied its proprietary distance model, a proven methodology that has driven strong results across industries such as banking, internet, energy, and home security. By combining this model with the weekly lead cadence, Deluxe was able to help the brand prioritize households most likely to respond within key geographic areas, enabling smarter, more efficient outreach and improving overall campaign performance.

The Results

The pilot produced measurable, high-impact results including a 63-percent lift in response rates leveraging Deluxe data and approach. These results validated the Deluxe mover distance model as a scalable solution for future campaigns and cracked the code on mover campaigns for the client, restoring their belief in movers as a viable, scalable approach for their business.