People who moved from another city or a rental leave their old cleaner behind. The first company that reaches them has a real shot.
Cleaning play · New homeowners
New homeowner marketing that makes you their cleaner before anyone else does.
New homeowners pick a dentist, a lawn service, and a cleaner in their first few months, and then rarely switch. Spur pulls every home that sold in your service area each week, writes a welcome-home card about their new house, and mails it with a first-clean offer, so you're the cleaner they try first.
Free forever plan · No card · 20 property searches a month
USPSFirst-Class
Nadia Haddad2846 Cobblestone WayRoswell, GA 30075Scan to book your welcome clean
Nadia H. scanned your welcome-home card · 9 min ago
AI-written for this owner · Mailed in 2 days
Weeklynew sales pulled and mailed automatically
30–90 daysafter closing, when new owners pick their services
2 toucheswelcome card, then a reminder to non-scanners
The problem
New homeowners choose their services fast, and then stick with them.
A coupon book with 20 businesses in it doesn't stand out. A card about their house and street does.
Mail a year later and they've already chosen. Mail on closing day and they're buried in boxes.
How it works
From list to mailbox in one workflow.
Five steps from a weekly sold list to a new recurring client.
app.usespur.com
See it in Spur
A weekly new homeowner list in Spur
Sample Roswell, GA homes sold in the last 30 days. Names are partly masked.
Zips 30075 + 30076Sold last 30 daysOwner-occupiedSingle-family3+ beds
- Nadia H.2846 Cobblestone WaySold 12 days ago · 4 bedsWelcome cardMoved from Atlanta
- Ian & Grace M.1170 Saddle Creek DrSold 20 days ago · 4 bedsWelcome cardMoved from out of state
- Leo F.550 Grimes Bridge RdSold 8 days ago · 3 bedsWelcome cardFirst-time buyer
- Monique T.905 Wexford Hollow RunSold 26 days ago · 5 bedsWelcome cardValue $940K
- Ben & Sara C.3305 Hembree RdSold 15 days ago · 4 bedsWelcome card2 clients nearby
AI draft for Nadia H. · 2846 Cobblestone Way
WELCOME TO COBBLESTONE WAY.
Hi Nadia, congratulations on your new home. The first few weeks after a move are a lot: boxes, utilities, school forms, and a house that still feels like someone else's.
Let us do the first deep clean. We clean the whole house top to bottom, inside every cabinet and appliance, so it finally feels like yours. If you like how it looks, keep the same team every other week at a price you'll know up front.
Your welcome clean is $119. Scan the code to pick a date.
Fresh Start Home Cleaning · (770) 555-0139
Sample data for illustration. Your results depend on your market and filters.
Playbook
Why new homeowners are a cleaning company's best prospects
New homeowners are making many service decisions at once. People who moved from another city have no cleaner. People who moved up from a rental or a smaller home now have more square footage than they can easily keep up with. Both groups are open to trying someone new, and most stay with the first company that does a good job.
Timing matters most. In the first couple of weeks, new owners are unpacking and dealing with utilities and repairs. Between 30 and 90 days after closing, they've settled enough to think about how the house will be maintained. Mail in that window, and send a reminder a few weeks later to anyone who didn't respond.
Make the welcome card about them. Name the street, congratulate them on the home, and acknowledge that moving is exhausting. A first-clean offer described as the clean that makes the house feel like theirs speaks to what they're feeling better than a percentage-off coupon.
This play is different from a move-in clean. A move-in clean is a one-time job before the furniture arrives. New homeowner marketing is about recurring service once they're living there. The two work well together: mail a move-in offer right after closing, then a recurring offer 30 to 60 days later.
Filter carefully. Not every sale is a likely client. Skip investor purchases, which are usually rentals or flips, small condos where the owner will clean themselves, and homes outside your routes. Owner-occupied single-family homes sized for recurring service are where the clients are.
Run it every week. Home sales close all year, and a weekly automated send means every new owner hears from you at the right moment without anyone in your office pulling lists. Track scans and bookings by month so you can see what each new client costs, and how many become recurring.
34×return on a year of Spur Team from 5 new bi-weekly clients at $155 a clean
A steady stream of new recurring clients.
- Spur Team: $588/yr, plus 50 new sales a month × 2 touches × 12 months = 1,200 postcards × $0.94 = $1,128
- 5 new bi-weekly clients × 26 cleans × $155 = $20,150 a year
- About 12× the software and postage combined, and new owners usually stay for years
Example math. Prices, response, and retention vary by market. Run your own numbers →
One tool, not four
Spur vs. the usual new mover marketing
What you needThe usual waySpur
Every new sale in your area, weeklyShared welcome packs✓ Built in
Owner-occupied homes onlyEvery sale, including investors✓ Built in
Welcome card about their homeOne coupon in a stack of 20✓ Built in
Reminder to non-scannersOne shot✓ Built in
Scan alerts by nameNo idea who's interested✓ Built in
New Homeowners by the numbers
Why new homeowners are worth mailing
4.06 million
existing homes sold in the U.S. in 2024, and each new owner is picking their services
56
was the median age of U.S. homebuyers in 2024, a group more likely to pay for help around the house
34×
return on a year of Spur Team from 5 new bi-weekly clients at $155 a clean
FAQ
New homeowner cleaning marketing questions
When should a cleaning company mail new homeowners?
Between 30 and 90 days after closing, once they've unpacked enough to think about upkeep. Follow up three weeks later with anyone who didn't respond.
What's the difference between a move-in clean and new homeowner marketing?
A move-in clean is a one-time job before the owner moves in. New homeowner marketing aims for recurring service once they're living there. Many companies mail both, a few weeks apart.
What should a new homeowner cleaning postcard say?
Welcome them to the street, name the home, acknowledge that moving is a lot, and offer a first clean with the recurring price stated up front.
Where do new homeowner lists for cleaning companies come from?
From recorded home sales. Spur pulls new sales in your service area every week and filters them to owner-occupied homes sized for recurring service.
Should I mail investor purchases too?
Not with a welcome card. Investor purchases are usually rentals or flips. Mail them a landlord turnover offer instead.
Keep exploring
Related plays and guides
Start in minutes. No card required.
Be the first cleaner every new homeowner tries.
Pull new sales every week and let Spur mail a welcome-home offer at the right moment. Free to start.
Mail new homeowners in my area — freeFree forever plan · No card · 20 property searches a month
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