AOV (Average Order Value)
The average revenue per booked move. For residential movers in 2026 the typical AOV ranges from $1,250-$2,000 (local) to $4,300 (long-distance) to $8,100 (full-service interstate, per AMSA historical). AOV is the multiplier in every channel-economics calculation — small changes here cascade through your unit economics.
API Access
Programmatic access to a data feed via authenticated HTTP endpoints. In ListingPro, API access means your CRM, CDP, or print-mail vendor can pull tomorrow's listings directly into its workflow without manual export/import.
B2B Cold Email
Outbound email sent to business contacts (e.g. realtors, property managers) who have not opted in, in compliance with applicable U.S. commercial-email rules. Distinct from B2C marketing email which requires explicit prior consent.
CAC (Customer Acquisition Cost)
Total marketing spend divided by customers acquired in the same period. For an independent mover in 2026, a healthy blended CAC sits under $400 per booked move. See [CPBM] for the more useful operator metric.
CAN-SPAM
The U.S. federal law governing commercial email. Requires honest header information, a clear unsubscribe mechanism, a physical postal address, and prohibits deceptive subject lines. Applies to commercial messages regardless of consent.
CCPA / CPRA
The California Consumer Privacy Act and its 2023 amendment (the California Privacy Rights Act). Grants California residents rights to know, access, delete, correct, and opt out of the sale or sharing of their personal information.
CPBM (Cost Per Booked Move)
The operator-grade unit economic that actually pays payroll: total marketing spend ÷ booked moves attributable to that spend. Under $400 is healthy. Above $700 is structurally fragile. Try our free calculator.
CPL (Cost Per Lead)
Marketing spend ÷ raw lead count. Vendors love it; operators shouldn't. CPL is a vanity number unless multiplied by the close rate — which is the math that produces CPBM.
Direct Mail Response Rate
Per the ANA/DMA 2025 Response Rate Report: direct mail averages 4.4% across categories. House lists hit 5-9%; prospect lists 2-4.4%. Handwritten letters specifically lift response by ~135% over printed mail with personalization layered in.
Done-for-You (DFY)
A managed-service model where the vendor operates the program end-to-end (strategy, creative, sequencing, list-building, reply handling), versus a SaaS tool model where the customer operates the program themselves.
FSBO (For Sale By Owner)
A residential property listed without a real-estate agent. FSBOs are a high-intent direct-mail target because the seller is actively in the move-planning window and is sometimes more open to DIY-adjacent moving services.
House List / Prospect List
A house list is your own opt-in customer or prior-touch database; response rates run 5-9%. A prospect list is purchased or sourced from a third party (like ListingPro); response rates run 2-4.4%. House lists always outperform; prospect lists scale.
LTV (Lifetime Value)
Total revenue from a customer over their relationship with you. For residential moving, LTV is mostly the referral graph (one move + ~0.6 referrals at 35% close), not repeat purchases. LTV:CAC of 4:1 is the SaaS-derived benchmark that pencils.
MLS (Multiple Listing Service)
The regional databases where listing agents publish new residential listings. Listing data flows from MLS feeds (via authorized data providers) into mover-marketing platforms like ListingPro.
Mover Intent Score
A composite score (0-100) we attach to each listing in ListingPro estimating likelihood of move within the next 75 days. Inputs include list date, price band, days-on-market, owner demographics, and historical move-velocity in the zip cluster.
NCOA (National Change of Address)
The USPS database of forwarding-address records. NCOA validation matches every mailing address against the database to remove return-to-sender pieces and update for forwarding. Mandatory hygiene for any mover direct-mail program.
Partner Page
A co-branded landing page on a moving company's website that names a specific realtor or referral source, shows their photo and contact, and offers their clients a tangible benefit. Functions as a tracked-URL asset the partner shares voluntarily.
PCM (Pending Close Move)
A property currently under contract but not yet closed. PCMs have a 14-30 day move-out window and a competitive direct-mail field — closing records are widely available so multiple movers contact the household.
Premium Tier (mover positioning)
Moving-services pricing posture that prioritizes named lead crew, in-home estimates, white-glove protection, confirmed delivery windows, and post-move follow-up over hourly-rate competition. The only tier with structural pricing power in 2026 per IBISWorld.
RESPA
The Real Estate Settlement Procedures Act. Restricts cash referral fees between real-estate licensees and unrelated service providers when a federally related mortgage is involved. The reason mover-realtor comp must be structured as value-in-kind (partner pages, prep kits, white-glove service) rather than direct payments.
SPF / DKIM / DMARC
The three email-authentication protocols that authorize a sending domain. Required for cold-email deliverability — Gmail and Outlook now enforce DMARC at the inbox level. Done-for-you cold-email programs configure all three on dedicated sending domains so the operator's main domain reputation stays clean.
TCPA (Telephone Consumer Protection Act)
The U.S. federal law governing telemarketing and SMS. Requires explicit prior consent for marketing messages, written records of opt-in retained for 4+ years, and a clear opt-out keyword (STOP). Our SMS program is operated in compliance with TCPA and CTIA short-code best practices.
Territory Protection
A licensing model where the vendor commits to only one customer per defined geographic market for specific products. In MovingLetters, this applies to cold email and certain handwritten campaigns — once a market is locked, the same play isn't sold to the operator across town.
Tier 2 Data
Direct contact details for the homeowner and the listing agent (phone, email) layered on top of basic listing records. Some data vendors charge $200-$400/mo extra for Tier 2 records. MovingLetters includes them in the $399 flagship.
U-Haul Growth Index
U-Haul's annual report on net U.S. migration based on one-way rental transactions (2.5M+ in 2025). The cleanest publicly-available read on where Americans are actually moving. Texas captured 50.7% of inbound one-way traffic in 2025; DFW was the #1 growth metro for the second straight year.