ConversionWax Playbook
Relocation Package Customization
Detect out-of-state visitors and automatically show relocation guides, moving checklists, and area information for the target market.
Tactic Overview
When visitors from different states search your local market, automatically recognize them as potential relocators and serve comprehensive relocation resources: neighborhood guides, school information, cost of living comparisons, moving checklists - helping them make confident long-distance decisions.
Primary goal
Convert out-of-state buyers
Mechanism
Cross-state location detection
Where it shows
Homepage, resource centers, property listings
Why This Works
The friction
A family in Boston searches Denver real estate, overwhelmed by unfamiliar neighborhoods and schools. The site treats them like a local, offering no context about areas, commutes, or lifestyle differences. They abandon, feeling they need to visit in person before making any decisions.
The unlock
When visitors from New York searching Austin properties immediately see 'Relocating to Austin? Your complete guide: neighborhoods, schools, cost of living, and culture' with Texas-specific resources, they feel supported. One brokerage closed 3x more relocation deals with targeted content.
Implementation Steps
10 steps
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1Quick Win
Detect cross-state visitors
Use ConversionWax to identify when visitor's location state differs from your market (California visitor viewing Texas listings).
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2Major Initiative
Build comprehensive relocation guides
Create area guides covering neighborhoods, schools, employers, transportation, culture, weather, cost of living.
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3Major Initiative
Develop state-specific comparisons
Build content comparing visitor's home state to your market: 'Moving from California to Texas: What to expect'.
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4Medium Effort
Create moving checklists
Provide actionable resources: update driver's license, register to vote, find utilities, transfer records.
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5Quick Win
Set up relocation trigger
Configure rules to show relocation content when visitor state ≠property state.
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6Quick Win
Personalize homepage messaging
Display 'Relocating to [City] from [State]? We specialize in helping [State] families move here'.
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7Medium Effort
Highlight relocation specialists
Feature agents experienced with cross-state transactions and out-of-state buyers.
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8Medium Effort
Add virtual market tours
Offer video neighborhood tours and virtual city orientation for buyers who can't visit in person.
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9Medium Effort
Create employer partnership content
If relocators often come for specific companies, create employer-specific landing pages.
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10Quick Win
Track relocation conversion
Monitor out-of-state visitor engagement and conversion vs. in-state to measure program effectiveness.
Real-World Example
Scenario
A Raleigh brokerage received 35% of website traffic from out-of-state (California, New York, New Jersey) but only 12% of transactions came from relocators. Generic website content didn't address relocation-specific concerns.
Outcome
After launching state-specific relocation packages ('California to North Carolina Guide', 'New York to Raleigh: Complete Transition Package'), out-of-state conversion increased 186%, and relocator share of revenue rose from 12% to 31%.
Key Metrics to Track
Out-of-State Conversion Rate
Track if relocation content improves conversion from cross-state visitors.
Resource Engagement
Measure downloads of relocation guides, checklist usage, video views.
Lead Quality Score
Monitor if relocation leads are qualified and serious vs. browsing.
Close Rate by Origin State
Track which states produce highest-value relocation clients.
Common Pitfalls
Overwhelming with information
Relocating is stressful. Present resources progressively, not all at once in a wall of content.
Ignoring reverse relocators
Some visitors are considering your state but also looking at others. Don't assume commitment.
Outdated local information
Relocation guides require maintenance. School ratings, employers, and development change. Update quarterly.
Quick Reference
Best for
Brokerages targeting relocators, corporate relocation services
Effort level
High
Time to results
3-4 weeks
Difficulty
Advanced