Why moving house is the moment of truth for a brand

There is a point in a consumer life when they make more purchasing and subscription decisions than at any other: the weeks around a house move. You do not need a study to see it — just look at the checklist of anyone moving into a new place.

What gets decided during a move

• Signed up or switched: internet, electricity, gas, home insurance, alarm.
• Bought: mattress, furniture, appliances, kitchenware.
• Hired once: the move itself, the move-in or move-out cleaning.

Every one of those decisions is a new customer for some brand — and many are relationships that last years: nobody changes electricity supplier or insurer every month. The brand that is present at that moment, with a useful offer, wins a whole relationship, not a one-off sale.

The problem: reaching that moment

Traditional marketing fires at everyone all the time, hoping to hit somebody who also happens to be moving. Totukeli turns it around: the platform accompanies the tenancy from start to finish, so the brand benefit appears exactly when it is useful — as people move into their new home — and never as intrusive advertising.

How it works for a brand on Totukeli

• A single agreement with Totukeli, valid for every tenancy on the platform — no negotiating property by property.
• The benefit has to be verifiable and useful (equipment, service or a real discount); visibility alone does not qualify.
• The result is measured in real customers, not impressions.

We are in early access and building the benefits catalogue with our first brands. If you think your product fits a newly set-up home, create your brand profile on the platform or write to us from the contact page.