A new home is more than just a change of address; it’s a powerful “triggering event.” It forces a mandatory review of their insurance needs, creating a small window where they are actively seeking a new policy and a trusted advisor.
For the savvy insurance agent, this isn’t just a chance to sell one homeowner’s policy. It’s a golden ticket to win their entire book of business.
Why? Because new movers are in a state of flux, making new decisions about everything from their utility providers to their local grocery store—and their insurance carrier. By providing a seamless solution for their immediate need (home insurance), you are perfectly positioned to earn their auto policies and more, locking in a high-value, long-term client.
This is your step-by-step playbook for proactively targeting, engaging, and selling insurance bundles to the lucrative new mover market in 2025.
Step 1: Identify New Movers Before Your Competitors Do
You can’t wait for new movers to find you; you have to find them first. A proactive, multi-pronged approach to lead generation is critical.
Build a Referral Partner Network
This is the single most effective strategy. You need to align with the professionals who are the gatekeepers to new homeowners.
- Mortgage Loan Officers (MLOs): An MLO is your number one asset. Every single one of their clients must have a homeowner’s insurance policy binder in hand before closing day. Approach MLOs with a value proposition centered on speed and reliability: “My commitment to you is that I will provide your clients with a competitive quote within hours, not days, ensuring your closings are never delayed by insurance.” A happy lender with smooth closings will send you a steady stream of high-intent referrals.
- Real Estate Agents: While they are involved earlier in the process, top real estate agents want to be a resource for their clients. Position yourself as their go-to insurance expert who can educate their first-time buyers and protect their clients’ new assets.
- Overlooked Partners: Think outside the box. Connect with local moving companies, property managers for large rental communities (renters eventually become buyers), and even closing attorneys.
Purchase New Mover Data
You can supplement your referral network by purchasing targeted data. Various marketing companies sell lists of homes that have recently been listed, are under contract, or have just been sold. This allows you to create highly targeted direct mail or digital ad campaigns.
Geofarm with Digital Ads
Use the powerful targeting features of social media and search platforms. You can run ads specifically targeting users in your geographic area whose online behavior and life events indicate they are “likely to move” or have “recently moved.”
Step 2: The Perfect Outreach: Timing and Messaging
Once you have a lead, timing and messaging are everything.
The Golden Window: Pre-Closing
The absolute best time to connect with a new buyer is in the 2-3 weeks before they close on their home. This is when the referral from a mortgage lender is so powerful. At this stage, securing a homeowner’s policy is a mandatory item on their to-do list. You are not a salesperson; you are a solution to an urgent problem.
The Second Chance Window: The First 30 Days Post-Move
If you missed the pre-closing window, all is not lost. The first month after moving in is still a prime opportunity. The chaos of the move is settling down, and the new homeowners are establishing their new life and routines. A “Welcome to the Neighborhood” approach can be highly effective.
Crafting Your Message (The Bundle Hook)
Your outreach should be consultative, not pushy. Lead with value and then introduce the bundle as a clear, compelling benefit.
Example Script for a Lender Referral (Pre-Move):
“Hi [Prospect], [Lender’s Name] suggested I reach out. My name is [Your Name], and I’m an insurance advisor here in Key Largo. I understand you’re closing on your new home on [Date]. I specialize in helping new homeowners find the best possible coverage to ensure a smooth closing. I can get you the quotes you need for the lender today. Does that sound good?”
Example Script for a Direct Outreach (Post-Move):
“Hi [Prospect], my name is [Your Name]. I wanted to be one of the first to welcome you to the neighborhood! As you’re getting settled, a quick but important step is ensuring your new, valuable asset is properly insured. Many new homeowners are surprised to learn they can save an average of $500 a year or more by bundling their new home policy with their auto insurance. I’d be happy to run a complimentary review for you; it only takes about 15 minutes.”
Step 3: The Consultative Onboarding Process
This is where you demonstrate your expertise and lock in the relationship.
- Lead with the Home Policy: This is their immediate need. Conduct a thorough and detailed quoting process. Ask questions that show your expertise: “What year was the roof last replaced? Do you have a central station alarm system? What about storm shutters?” This uncovers every possible discount and builds trust.
- Make the Seamless Pivot to Auto: Once you have provided a competitive homeowner’s quote and earned their confidence, the pivot to the bundle is natural.
- The Script: “Excellent, we have your new home fully protected with a great rate. Now, to unlock that maximum bundle discount we discussed, the last step is to review your auto insurance. I just need your current policy details or the VINs for your vehicles. This should only take a few more minutes and will likely save you a significant amount.”
- Introduce the Umbrella: A new home, especially for a move-up buyer, means a significant increase in their personal assets and liability. This is the perfect moment to introduce a personal liability umbrella policy.
- The Script: “Now that you have this beautiful new home, it’s more important than ever to protect it. An umbrella policy is like an extra layer of protection over both your home and auto policies. For just a small amount a year, it can protect you from a major lawsuit that could otherwise put your home at risk.”
Step 4: Use the Bundle to Build a Moat Around Your Client
Winning the initial business is the first battle. The bundle is how you win the war for long-term loyalty.
The data is overwhelmingly clear: bundled clients are sticky clients. While numbers vary, industry studies consistently show that multi-policy households have a retention rate that can be 15-20 percentage points higher than mono-line clients. A 95% retention rate for bundled clients is an achievable goal, creating a stable and predictable revenue stream for your agency.
- Proactive Annual Reviews: Don’t wait for the client to shop around at renewal. Schedule an annual review 60 days before the renewal date. This allows you to check for any new life changes (new car, new teen driver) and apply new discounts, reinforcing your value and heading off any competitive offers.
- Cultivate Future Opportunities: A bundled client who trusts you is your number one source for future business. The purchase of a new home is often followed by other life events—discussions about life insurance to protect the mortgage, adding a boat policy (especially here in the Florida Keys), or insuring valuable personal property.
FAQs for Agents
Q: When is the absolute best time to contact a new mover? A: Between the time their offer is accepted and their closing date. At this point, acquiring homeowner’s insurance is a required action item, not a choice.
Q: What’s the most common mistake agents make? A: Waiting for the prospect to ask about the auto policy. You must proactively and confidently pivot to the bundle. Assume they want to save money and make the process easy for them.
Q: How much can people really save with a home and auto bundle? A: Savings vary by carrier and state, but it is often one of the largest discounts available. Advertising savings of “up to 20-25%” or “an average of $500+” is realistic and compelling.
Your Agency’s Growth Engine
Stop treating all leads equally. New movers are a strategic asset class. They are high-intent, high-value, and have an immediate, unavoidable need for your primary product. By building a systematic process to identify them early, reach out with a compelling message, and expertly guide them through the bundling process, you can create a powerful and consistent growth engine for your agency.
Every moving truck you see should be a reminder of the opportunity. Now, you have the playbook to go win it.