As per the Consumer Opinion Study conducted in from Water Quality Association (WQA) has revealed that new homeowners are excellent prospects for water quality products. Many other reports also reveal similar kinds of facts.
Before dwelling into more facts, let’s discuss some more about the new homeowners, including their demographics along with the features of the home they buy. After all, these were a total 8. Million new homeowners, and we must know about them.
What Do New Homeowners Mostly Buy?
In most cases, homeowners are quite excited about the purchase of their new home. And this brings the opportunity to buy many other things like appliances, furnishings, water filtration products, etc.
Some catchy statistics were revealed from the Welcome Homeowners Magazine survey for new homeowners. The report suggests that almost 72% of new homeowners tend to spend around $10,000 – $25,000 in the first year after they relocate to the new home. Out of this, 41% of them will go and buy new furniture and interestingly, 25% will buy it within a month.
It is observed by the experts of the water quality industry that new homeowners turn out to be a potential audience for water treatment dealers.
As per the reports of the 2019 WQA Consumer Opinion Study, 63% (two-thirds) of Americans bought some sort of water treatment system during the first year of their relocation. The break-up of the purchases goes –
- 40% of the buyers bought point-of-entry or point of use product
- 37% bought refrigerator water filters
- Rest 11% bought reverse osmosis (RO)
The statistics clearly suggest that more than 50% of new homeowners will bring water filtration products in place of a refrigerator filter. So, now you have 51 out of 100 new potential homeowners as prime prospects for water dealerships.
Fine-Tuning the Value Proposition
Having a value proposition is not the system’s ultimate feature but the benefits it offers to the users. The ultimate goal is to move the conversation away from pricing and concentrate on how the system can make your life better. If you are planning for a presentation to new homeowners, make sure to add these pointers to make it successful.
- Power to Personalise
New homeowners are on the verge of making a home out of the house. They keep customizing and making things comfortable on their way. A water filtration system or water conditioner is not just an investment. They see them as a smart way to customize their dream home per their specific taste.
Make sure to discuss the appearance of the home to make it work. For instance, if it is hard water, high-iron area or well water, always focus on the significance of water softener that can protect against rust. No one likes to feel embarrassed because of rust stains.
- Taste
Water with bad taste is one of the common complaints that most people make when they move into a new house. Even people who move from a city find the well water difficult. Irrespective of the actual contaminants present in water, people always have a strong allegiance to the water they grew up with. Here, you can capitalize on the taste of the water by focusing on the efforts of tap water odor or color.
- Convenience and Energy Savings
In most cases, new homeowners look forward to bringing energy-efficient and convenience to the home. Offering 24×7 convenience is one of the most useful and dollar-saving amenities of water filtration. No one likes buying water at the grocery store and then lugging it home.
When it comes to energy savings, a water conditioning system can save significantly on power bills, eliminate scale, and keep the appliances running smoothly. During the sales process, you must fine-tune the presentation that should need vs wants.
In the study conducted by the National Association of Realtors (NARs), 25% of new homeowners avoid spending on luxury or non-essential in order to afford their new home. And this is where you position water filtration or conditioning as a need rather than a want.
New homeowners can save significant money by buying reusable, BPA-free water containers and refilling them throughout the day. In America, people tend to use, on average, 200 water bottles every year; the average cost is two dollars, which will add up fast. Here you can offer reusable water containers as a gift when they make the purchase.
- Peace of Mind
We all are worried about the quality of water that we intake. This also works for 37% of new homeowners having children at their homes. WQA Consumer Opinion Study conducted in 2019 reveal that households with children are more likely to buy water filtration systems in the future than those without children. Every parent wants their children to consume fresh water.
Every day we come across concerns that can compel any sane person to think twice. Here you get the opportunity to explain how the water filtration system purifies and protects against any contamination. Focus not just on the drinking water, well water, and septic systems. Your system is the barrier that offers complete peace of mind.
Remember that you don’t need strategies to scare people; they are already scared. All you need is to show how you offer the best solution.
- Protecting the Environment
If you notice properly, not a single day goes without showing the effect of plastic water bottles in landfills and the ocean and the devastating impact on underwater life. The millennial cohort is one of the most open groups in terms of environmental influence. Half of the new home buyers explain how a system protects nature goes a long way when you explain the advantages of the system.
In the final words, new homeowners are indeed a unique market segment. And it remains no doubt that they will continue to be the top prospect when it comes to setting a target audience in the water quality industry. In order to be successful, dealers and marketing managers need to endure that their advertising materials make new homeowners happy.
HEY ! I’m Nil (Founder of OnlineDrifts.com), Digital Marketer, Affiliate Marketer and a blogger writing about blogging tips, SEO, Tech Tips etc.