Internet Bots are Taking Over (& What This Means for Marketers)
The nationwide burglary rate in the United States saw 271.1 cases per 100,000 of the population in 2021.
This number, while higher than recent pre-Covid years, actually is still a significant decrease in home burglaries since the early 90s, where at its peak the burglary rate was 1,252 per 100,000 in 1991.
Despite the long-term trend, many homeowners are still concerned about break-ins.
People who subscribe to Amazon’s Ring service, or in local social media groups, can be inundated with reports from people near them about break-ins that can make even low-crime areas feel besieged.
According to the FBI, the average dollar amount lost per offense is $2,661 (2019). Besides the monetary value, the hidden psychological harm manifests in different ways, as victims feel a loss of control, anger, frustration, guilt, and loss of trust in other people.
Even as the burglary trends have begun moderating in the post-pandemic landscape, the potential threat is enough to motivate homeowners to invest in home security.
There are many ways people can protect their homes, such as alarms, cameras, and even motion sensor lights.
Home security can fall into any one of the examples listed above, and people often have a wide variety of devices at their disposal depending on factors such as cost, affordability, and what kind of home they live in.
Homeowners know these methods work, as a UNC Charlotte study found that 60% of burglars seek an alternative location if a security system is found at their current target.
In fact, homes that do not contain any sort of protection or security system are 300% more likely to be burglarized.
It would seem then, home alarm systems are a great method of protection for those seeking to safeguard their homes, family, and livelihood.
Direct Mail Marketing for Home Security Leads
In practice, there could be thousands of data points that determine the likelihood of a household being attacked.
But even if we could decipher which houses that may be, that does not take into account which people have a demand for home security systems.
People in the safest areas in the country could still have a strong desire for home security despite the statistical unlikelihood.
So while there may be a demand for security in areas of higher crime, they are not the only customers the industry should market to – and direct mail helps these businesses find these prospects.
And by identifying qualified prospects prior to your campaign, instead of finding these prospects during your campaign, your marketing targets only those most likely to buy, therefore reducing expenses and increasing your business’ ROI.
Target Prospects with a High Demand for Security
While no one wants or expects a break-in, there may be certain factors that contribute to who is more inclined to purchase home security.
And while a majority may be satisfied with a basic lock and porchlight, others wish to secure their home with the best technology available.
People with families, especially women in the workforce, have a greater desire to protect their loved ones and their home.
Those with higher incomes or those that work long hours away from home may also wish to invest more in security while they are absent for long stretches of time.
The aging population is especially vulnerable – even if they spend the majority of their time within the home.
In some cases having someone home full time makes them even more likely to be concerned (as unlikely as it is) about a break-in happening while they are home.
Timing your Campaign
Home insurance often provides an incentive or deductible for homeowners that opt for a home security system.
And the numbers do not lie, as individuals with an installed security system pay an average of $100 less on their home insurance premiums in comparison to those that do not.
By timing your campaigns to new homeowners, or when home insurance premiums renew, you could see a gain in your ROI by grabbing the attention of people looking to reduce their overall costs.
Especially if you can identify the type of customer and systems they would likely be interested in through data modeling.
Custom Messaging Based on Customer Type
Different households look for and desire different types of security systems, depending on what they can afford and their desire to feel secure.
Lower-income households typically look for essential equipment at reasonable prices, while higher-income families may search for the best technology available to protect their property.
The size of the house matters too – the one-story townhouse resident with three bedrooms and limited backyard, is going have very different needs than a 5 bedroom, multi-story detached house with a one-acre property lot.
Something else to consider is the age and gender disparity in security system demand. Working families or retired households may lean towards different types of devices depending on how often they reside within their homes.
Gated communities could also show a higher desire for security, so they may opt for a more lucrative option since they can afford to do so.
Knowing this information can help your business customize its marketing message and offer to suit the diverse audiences that desire home security.
A savings promotion could motivate lower-income households to call for a quote, while a more lucrative showcasing of your best technology could motivate higher-income households to purchase from your business.
More Trust in Direct Mail
Home security is an especially sensitive topic, so approaching customers with an empathetic understanding of their fears is essential to help them in their time of need.
The nature of the industry often requires an employee to enter a customer’s home to install the equipment a customer has purchased.
Learning about your company and allowing a stranger to enter their home to install new devices requires a high level of trust from the customer.
They need to have faith that your company, employees, and product are on their side to protect them from potential threats.
Because direct mail often requires a return name and address, customers can research your company and know it resides within a physical location near them.
There is no risk of spam or a virus when a customer opens your advertisement – and they are free to read and re-read your mailer at any time.
The more integrity your mailer has, the more willing prospects are to contact you. Mail provides a sense of authenticity and is often perceived as more trustworthy than its digital counterparts.
For an industry that targets individuals more prone to safety, direct mail is a great channel to reach them in an impactful way.
Finding the right households to target for home security does not have to be complicated or expensive.
When using the DK Solutions data-modeling TargetList methodology, your campaigns can thrive with new customers every day.
Home Security Leads with DK Solutions
We target the households that mirror your ideal customers and those most likely to respond to your company.
No guesswork, no blanket campaigns, and certainly no secret sauce – just data that has proven time and time again to accurately identify the best prospects for our clients.
Interested in starting your own unique direct mail campaign? Contact us today or visit our blog for more information on DK Solutions and the direct mail industry.
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