Direction January/February 2018 - 30

JANUARY | FEBRUARY 2018

a phone call from the mover. They
are much happier communicating
with text messages and much more
likely to respond."
Here's the real question: Is it working? "Our closing ratio with millennials
has increased," Seligson said. "No
question, we are ahead of the game."

Direction

30

EARNING LOYALTY FROM BOOMERS
James Sullivan, president of Bostonbased Humboldt Storage & Moving,
divides these groups based on life
stage. Gen Xers are busy and at the
peaks of their careers. They still
have children at home. They are
paying tuition as well as a mortgage. They do both online and
in-store shopping.
"We do Facebook ads and email
marketing, but we also do direct mail,"
Sullivan said. "We don't send millennials direct mail, but Gen X is OK
with it. They grew up with that kind
of marketing."
Sullivan also has had success reaching
Gen X through community service.
"They like to see us doing things in the
community," he said. "We get a lot of
leads though things like volunteering at
the Special Olympics."
Overall, service and flexibility are
key. "This group is a big part of our
business today," Sullivan said. "They
are corporate people at the peak of their
careers. They have money to spend, but
they don't have much time-they are
always checking their email.
"They need our services to pack
and to make the move as stress-free
as we can," he added. "And they like
discounts and coupons-more so
than boomers."
Boomers are different. "Baby
boomers are loyal to a brand,"
Sullivan explained. "A lot of them
are repeat customers, or they come
through a referral: 'You moved Mary,
and she suggested I give you a call.'
They aren't looking for discounts.
They want top-shelf service."
Patience and willingness to offer
extra service are vital when dealing
with boomers. If the boomer needs
a home organizer, Humboldt will

make a recommendation. "We quite
frequently do these kinds of things for
boomers," Sullivan said. "It's rarely a
straight home-to-home move."
Since many boomers have been
in their homes for 30 years or more,
Sullivan recognizes that a move can
be an emotional time for them. "We
try to make it as easy and painless as
possible," he said.
Is this kind of handholding profitable? "They pay for the service,"

Sullivan said. "I don't think we can
retire just offering these services, but
they build loyalty. They feel like they
made the call and you are making
it happen. And that is what they are
going to tell their friends." n
Jennie L. Phipps is a veteran business journalist based in Michigan. She is a frequent
contributor to Direction.


http://www.laigroup.com

Table of Contents for the Digital Edition of Direction January/February 2018

FROM THE PRESIDENT
INDUSTRY NEWS
WHAT’S NEW AT AMSA
AMSA PARTNER PROFILES
Generations on the Move
Forecasting the Future
WASHINGTON WATCH
FAST FACTS
ADVERTISERS’ INDEX
Direction January/February 2018 - A
Direction January/February 2018 - B
Direction January/February 2018 - Cover1
Direction January/February 2018 - Cover2
Direction January/February 2018 - 1
Direction January/February 2018 - 2
Direction January/February 2018 - 3
Direction January/February 2018 - 4
Direction January/February 2018 - 5
Direction January/February 2018 - 6
Direction January/February 2018 - 7
Direction January/February 2018 - FROM THE PRESIDENT
Direction January/February 2018 - 9
Direction January/February 2018 - INDUSTRY NEWS
Direction January/February 2018 - 11
Direction January/February 2018 - WHAT’S NEW AT AMSA
Direction January/February 2018 - 13
Direction January/February 2018 - 14
Direction January/February 2018 - 15
Direction January/February 2018 - AMSA PARTNER PROFILES
Direction January/February 2018 - 17
Direction January/February 2018 - 18
Direction January/February 2018 - 19
Direction January/February 2018 - 20
Direction January/February 2018 - 21
Direction January/February 2018 - Generations on the Move
Direction January/February 2018 - 23
Direction January/February 2018 - 24
Direction January/February 2018 - 25
Direction January/February 2018 - 26
Direction January/February 2018 - 27
Direction January/February 2018 - 28
Direction January/February 2018 - 29
Direction January/February 2018 - 30
Direction January/February 2018 - 31
Direction January/February 2018 - Forecasting the Future
Direction January/February 2018 - 33
Direction January/February 2018 - 34
Direction January/February 2018 - 35
Direction January/February 2018 - 36
Direction January/February 2018 - 37
Direction January/February 2018 - WASHINGTON WATCH
Direction January/February 2018 - 39
Direction January/February 2018 - 40
Direction January/February 2018 - 41
Direction January/February 2018 - 42
Direction January/February 2018 - 43
Direction January/February 2018 - 44
Direction January/February 2018 - 45
Direction January/February 2018 - 46
Direction January/February 2018 - 47
Direction January/February 2018 - ADVERTISERS’ INDEX
Direction January/February 2018 - Cover3
Direction January/February 2018 - Cover4
Direction January/February 2018 - C
Direction January/February 2018 - D
https://www.nxtbook.com/ygsreprints/AMMOV/direction_septoct2020
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https://www.nxtbook.com/ygsreprints/AMMOV/direction_mayjun2020
https://www.nxtbook.com/ygsreprints/AMMOV/direction_marapr2020
https://www.nxtbook.com/ygsreprints/AMMOV/direction_janfeb2020
https://www.nxtbook.com/ygsreprints/AMMOV/direction_novdec2019
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https://www.nxtbook.com/ygsreprints/AMMOV/it_issue1_2019
https://www.nxtbook.com/ygsreprints/AMMOV/direction_julaug2019
https://www.nxtbook.com/ygsreprints/AMMOV/direction_mayjun2019
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue4_2018
https://www.nxtbook.com/ygsreprints/AMMOV/direction_marapr2019
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue3_2018
https://www.nxtbook.com/ygsreprints/AMMOV/direction_janfeb2019
https://www.nxtbook.com/ygsreprints/AMMOV/direction_novemberdecember2018
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue2_2018
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https://www.nxtbook.com/ygsreprints/AMMOV/it_issue4_2017
https://www.nxtbook.com/ygsreprints/AMMOV/direction_marapr2018
https://www.nxtbook.com/ygsreprints/AMMOV/direction_janfeb2018
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue3_2017
https://www.nxtbook.com/ygsreprints/AMMOV/direction_novdec2017
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue2_2017
https://www.nxtbook.com/ygsreprints/AMMOV/direction_septoct2017
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue1_2017
https://www.nxtbook.com/ygsreprints/AMMOV/direction_julyaugust2017
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue4_2016
https://www.nxtbook.com/ygsreprints/AMMOV/direction_mayjune2017
https://www.nxtbook.com/ygsreprints/AMMOV/direction_marapr2017
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue3_2016
https://www.nxtbook.com/ygsreprints/AMMOV/direction_janfeb2017
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue2_2016
https://www.nxtbook.com/ygsreprints/AMMOV/G68068_direction_novdec2016
https://www.nxtbook.com/ygsreprints/AMMOV/direction
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue1_2016
https://www.nxtbook.com/ygsreprints/AMMOV/direction_julaug2016
https://www.nxtbook.com/ygsreprints/AMMOV/direction_mayjun2016
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue4_2015
https://www.nxtbook.com/ygsreprints/AMMOV/direction_marapr2016
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue3_2015
https://www.nxtbook.com/ygsreprints/AMMOV/direction_janfeb2016
https://www.nxtbook.com/ygsreprints/AMMOV/direction_novdec2015
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue2_2015
https://www.nxtbook.com/ygsreprints/AMMOV/ammov_sepoct2015
https://www.nxtbook.com/ygsreprints/AMMOV/it_issue1_2015
https://www.nxtbook.com/ygsreprints/AMMOV/g51838_ammov_julyaug2015
https://www.nxtbook.com/ygsreprints/AMMOV/ammov_it_issue4_2014
https://www.nxtbook.com/ygsreprints/AMMOV/g50117_ammov_mayjune2015
https://www.nxtbook.com/ygsreprints/AMMOV/g49142_ammov_marapr2015
https://www.nxtbook.com/ygsreprints/AMMOV/ammov_it_issue3_2014
https://www.nxtbook.com/ygsreprints/AMMOV/g47631_ammov_janfeb15
https://www.nxtbook.com/ygsreprints/AMMOV/amsa_sourcebook_2015
https://www.nxtbook.com/ygsreprints/AMMOV/ammov_it_issue2_2014
https://www.nxtbook.com/ygsreprints/AMMOV/g45738_ammov_novdec2014
https://www.nxtbook.com/ygsreprints/AMMOV/g44436_ammov_sepoct2014
https://www.nxtbook.com/ygsreprints/AMMOV/ammov_it_issue1_2014
https://www.nxtbook.com/ygsreprints/AMMOV/g42909ammov_julaug14
https://www.nxtbook.com/ygsreprints/AMMOV/g41053_ammov_mayjun2014
https://www.nxtbook.com/ygsreprints/AMMOV/AMMOV_IT_2013_V4
https://www.nxtbook.com/ygsreprints/AMMOV/g39757_ammov_marapr2014
https://www.nxtbook.com/ygsreprints/AMMOV/g39097_ammov_janfeb2014
https://www.nxtbook.com/ygsreprints/AMMOV/AMMOV_IT_2013_V3
https://www.nxtbook.com/ygsreprints/AMMOV/AMMOV_IT_2013_V2
https://www.nxtbook.com/ygsreprints/AMMOV/g38015_ammov_direction_novdec2013
https://www.nxtbook.com/ygsreprints/AMMOV/P36576_AMMOV_IT_2013
https://www.nxtbook.com/ygsreprints/AMMOV/g36367_ammov_direction_sepoct2013
https://www.nxtbook.com/ygsreprints/AMMOV/g35144_ammov_direction_julaug2013
https://www.nxtbook.com/ygsreprints/AMMOV/AMMOV_IT_2012V4_FP2
https://www.nxtbook.com/ygsreprints/AMMOV/g34598_ammov_direction_mayjun2013
https://www.nxtbook.com/ygsreprints/AMMOV/g33091_ammov_marapr2013
https://www.nxtbook.com/ygsreprints/AMMOV/g31497_ammov_janfeb2013
https://www.nxtbook.com/ygsreprints/AMMOV/g25957_ammov_direction_mayjun2012
https://www.nxtbookmedia.com