A CORE Strategy: Cultivate, Originate, Relate, and Expand

From standing out in a crowded market to maintaining a steady flow of engaged customers, marketing for moving companies comes with its unique challenges. 

It’s a delicate balance, requiring business savvy and a deep understanding of customer needs and behaviors while trying to scale lead generation.

The Challenge of Lead Generation and Management

One of the primary hurdles for moving companies is generating quality leads. 

With the rise of digital platforms, potential customers have many choices when choosing moving companies. 

A significant challenge for moving company marketing today is generating quality leads and navigating the complexities introduced by popular lead generation platforms like Angies or Thumbtack. With the advent of these digital marketplaces, potential customers are inundated with choices. While these platforms can increase visibility, they also intensify competition, making it increasingly difficult for individual moving companies to stand out and capture the sustained attention of their target audience.

These lead companies often operate on a pay-per-lead model, where businesses pay a fee for each lead received. This system can lead to a couple of key issues for movers:

  1. Lead Quality and Conversion Rates: Not all leads are created equal. Some leads these services provide may not be as qualified or ready to commit as leads you might generate through your marketing efforts. This can result in lower conversion rates and a less efficient use of resources.
  2. Cost-Effectiveness Concerns: The costs associated with purchasing these leads can quickly add up, especially when the leads are not exclusive to your company. You could be paying for the chance to compete with several other providers for the same job.
  3. Dependence and Lack of Control: Relying heavily on third-party platforms for leads can create a risky dependency. Changes in platform policies, fee structures, or market trends can significantly impact your lead flow and, consequently, your business.
  4. Brand Dilution: When competing on these platforms, your brand message and unique selling propositions can get diluted. You’re one among many, and it becomes harder to communicate your specific value and service quality that sets you apart.

In light of these challenges, it’s crucial for moving companies to consider strategies that generate leads and cultivate a brand presence that resonates directly with the target audience, independent of third-party platforms. 

Introducing the CORE Strategy

We propose a holistic approach to navigate these challenges: the CORE Strategy. We designed this framework to address the moving industry’s specific needs.


This stage builds a strong foundation by establishing trust and a positive reputation. It involves creating valuable content, engaging with your community, and leveraging customer feedback to improve services.

Key areas include:

  1. Consistency in Service Quality: Delivering high-quality service consistently to build trust.
  2. Transparency in Operations: Being open about pricing and procedures.
  3. Educational Content Creation: Providing helpful resources like blogs, videos, and infographics about moving.
  4. Community Engagement: Maintaining an active social media presence and participating in local events.
  5. Leveraging Customer Feedback: Actively seeking and responding to feedback for service improvement.
  6. Networking with Related Businesses: Building connections for referrals and a more substantial market presence.
  7. Offering Customized Solutions: Tailoring services to meet unique customer needs.

This stage is crucial for creating a trustworthy brand and a loyal customer base, going beyond just attracting leads.


In Originate, we focus on proactive lead generation. Innovative and effective methods are employed to attract new customers. 

It starts with you. It includes optimizing your online presence for search engines, using social media strategically, and exploring innovative marketing channels to reach potential customers.

  1. SEO-Optimized Website: Develop a user-friendly, search engine optimized website to improve online visibility and attract organic traffic.
  2. Targeted Social Media Campaigns: Use social media platforms strategically to reach potential customers, employing targeted ads and engaging content.
  3. Local SEO and Google My Business: Optimize for local search results and maintain an up-to-date Google My Business profile for local visibility.
  4. Partnerships and Networking: Collaborate with real estate agents, storage facilities, and home staging companies to tap into new customer bases.
  5. Referral Programs: Implement referral programs that incentivize current customers to refer friends and family.
  6. Community Involvement: Participate in community events and sponsorships to increase brand awareness and generate leads locally.
  7. Email Marketing: Use email campaigns to nurture leads, share valuable content, and keep your company top-of-mind for potential customers.


In the ‘Relate’ stage of the CORE strategy, the emphasis is on personalizing the customer experience to build lasting relationships. This stage is about creating a connection with customers, understanding their needs, and providing a moving experience beyond the transactional, fostering loyalty and repeat business.

Key aspects of this stage include:

  1. Understanding Customer Needs: Listen attentively to each customer’s specific requirements and moving concerns, tailoring services to their unique situation.
  2. Personalized Communication: Use targeted and personalized communication, such as customized email campaigns, to make customers feel valued and understood.
  3. Building Trust through Interaction: Foster trust by maintaining regular, transparent, and empathetic communication throughout the moving process.
  4. Customer Feedback Loop: Encourage and act upon customer feedback, showing that their opinions are important and used for improving services.
  5. Consistent Follow-Up: Stay in touch with customers post-move with follow-up calls or emails to ensure their satisfaction and to nurture long-term relationships.
  6. Community Engagement: Engage with the local community as a business and as a helpful and caring member, building a positive brand image.


In the ‘Expand’ stage of the CORE strategy, the focus is on broadening the company’s reach and services and strategically growing the business. Key components of this stage include:

  1. Diversifying Services: Offer additional services such as storage solutions, specialized moving for unique items, or packing services to cater to a broader range of customer needs.
  2. Exploring New Markets: Identify and venture into new geographical areas or niches within the moving industry, expanding the customer base.
  3. Referral and Partner Networks: Strengthen and expand referral programs and partner networks to generate more leads and reach different customer segments.
  4. Leveraging Positive Reviews: Use positive customer reviews and testimonials to enhance credibility and attract new customers.
  5. Community and Online Presence: Enhance online and community presence to build brand recognition and loyalty in new markets.
  6. Technology and Innovation: Adopt new technologies and innovative methods to improve efficiency and customer experience, staying ahead in a competitive market.

This stage is about increasing customer numbers and enriching and diversifying services, ensuring sustainable growth and a strong market presence.

In conclusion, the CORE Strategy offers a comprehensive path for moving companies to generate and manage leads effectively. 

By building trust, proactive lead generation, personalizing customer interactions, and expanding services strategically, your business can navigate the challenges of the moving industry with confidence and agility. Embrace this holistic approach, and watch your leads transform into a thriving, engaged customer base.

Christina Hawkins is a seasoned digital marketing expert with over 25 years of experience in the field. Throughout her career, she has honed her skills in various digital marketing strategies and has worked with clients nationwide, including home-based service contractors and moving companies.

In addition to her marketing expertise, Christina also has a unique background in logistics, having spent 10 years as a Department of Defense logistician. As the wife of a US Marine Corps veteran and daughter of a US Air Force serviceman, Christina has a deep understanding of the military lifestyle and the challenges it can bring when moving from base to base.

In her current role as a fractional CMO and strategist, Christina continues to help businesses grow and succeed in the digital space. She is also gearing up to release her upcoming book, "The Complete Guide to Internet Marketing for Movers," which promises to be an invaluable resource for moving companies looking to expand their online presence.

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