Sellers Can Tout Neighborhood Vibe, Low Crime Rates to Appeal to Movers


Trulia, a home and neighborhood site for homebuyers and renters, released the results from a research survey to find out how many Americans experience "neighborhood regret," and discover new strategies to prevent buyer and renter remorse in the future. The survey, conducted online by Wakefield Research of 1,000 Americans found that 36% of those who recently relocated would have moved to a different neighborhood than their current one; additionally 77% agree there is no single reliable source for complete neighborhood information.

Neighborhood Regret is Highest Among City Dwellers

If given the chance to do it again, nearly half (46%) of city residents say they would choose a different neighborhood. Rural (31%) and suburban (30%) residents, however, were slightly less likely than city dwellers to say that they would want move to switch neighborhoods if they could do it over again.

Way of life or "vibe" has a significant influence on homebuyers and renters. Residents want to be as sure as possible that the neighborhood is as good a fit for their lifestyle as the house itself. Nearly half (48%) believe the "vibe" or feeling of the neighborhood had a significant influence on their decision to move there, followed by commute time (37%) and crime rates (37%). Among the issues homebuyers and renters experience that lead to unhappiness include; lack of social activity (28%), street noise (21%), frequent traffic (16%) and lack of public transportation (16%).

When Potential Movers want to do research into what they plan on buying, they turn to the internet. Last month, 55.1% of this audience used a search engine to look into a product they were considering buying. Most (91.6%) used Google to do so. About 52% looked for the address of or map to the location selling the product and 19.3% used a click-​to-​call button to call the business selling the product.

No Single Source for Neighborhood Information

Unfortunately, most home buyers and renters failed to do their homework before moving in. Only 38% searched for photos of different parts of the neighborhood and even less (37%) visited popular local spots.

An issue highly correlated to neighborhood regret, safety, was among the least researched neighborhood attributes. An overwhelming majority (74%) of homebuyers and renters did not research police reports before moving into their current home. Nearly half (47%) did not visit their current neighborhood at night before buying or renting their home. Slightly more than half (54%) consulted with only two sources or fewer for information about their current neighborhood.

House/​apartment advertisers can ease all of these potential concerns with digital advertisements targeting Potential Movers. This audience is 32% more likely than other adults to take action after seeing mobile app ads or receiving text ads and 31% more likely to click on text link ads on a website, reports AudienceSCAN. In that same period of time, 55.2% took action after receiving an an email advertisement, and 67.1% reacted to TV commercials.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Analyst, specializing in audience intelligence, at SalesFuel. She also helps to maintain the major accounts and co-​op intelligence databases. As the holder of a Bachelors degree in English from The Ohio State University, Rachel helps the rest of the SalesFuel team with their writing needs.