Short answer: someone who just moved is replacing every provider they have, all at once, with no loyalty to anyone. It is the highest-value window in local business, and it lasts a few months.
They are rebuilding their entire list. Doctor, dentist, vet, barber, mechanic, gym, plumber, favourite restaurant. Every one of those is an open decision, made in the first weeks.
They search by neighbourhood immediately. They have just learned where they live and they search that way: "dentist in Nocatee," "gym near Riverside."
They have no loyalty yet, and then they have it for years. Whoever they pick in month one often keeps them for a decade. That is why this window is worth so much.
Reviews matter more to them than to anyone. With no local friends to ask, reviews are their only proxy.
Be complete, because they are comparing coldly. Hours, location, what you do, photos. They have no context and will not chase you for it.
Where the plans fit. Small Business covers photos and a new-customer offer. Categories where a new arrival must choose quickly, medical, dental, trades, childcare, do best on Professional Services. See current plan prices.
A new-resident offer works unusually well, because it arrives exactly when someone is making a decision anyway.