Obviously, potential home buyers who are eager to purchase a new home are a priority, but those who may be a few years from doing so are also important! Lead nurturing via email is a great way to remain top-of-mind and help bring these leads further down the sales funnel.
An effective email lead nurturing strategy will allow your home building company to remain in contact with leads throughout every stage of the buyer’s journey. In fact, nurtured leads result in a 20% increase in sales opportunities when compared to non-nurtured leads (Hubspot). Furthermore, 71% of qualified leads are never followed up with (Harvard Business). This means that if your home building company can capitalize on the overwhelming percentage of leads that other companies let slip away, you could dramatically increase your potential home buyer client base!
So you know the importance of nurturing leads, but you may be thinking “What is the best way to stay in contact with my potential home buyers?” The answer is lead nurturing emails. Lead nurturing emails get 4-10 times the response rate than “stand alone” e-mail blasts (Hubspot). Take advantage of lead nurturing emails and their ability to turn your leads into home buyers. Read below for ideas about different types of lead nurturing emails.
Follow-Up to Phone or Form Contact
The email addresses or leads you gain from phone conversations or web page forms often represent potential home buyers who are at the earliest stage of the buyer’s journey. These lead nurturing emails should be drafted in an unobtrusive, yet informational and helpful way. Consider offering helpful content in the email that is general and would be useful to anyone who is at this early stage of purchasing a new home. Content of this nature could include “The Custom Home Buyers Guide” or “First Time Home Buyers Guide.” Leads will view this content as helpful, thus demonstrating your home building company is an authority in the industry.
Remain Top of Mind with Blog Content
One of the best ways to remain top of mind with your potential home buyers is to frequently publish to your home building company’s blog. Not only does this practice help with SEO (Search Engine Optimization) via the creation of original website content, but it is a great way to stay in front of leads. Once you publish new blog posts, send excerpts of blog posts and their corresponding links to your email list. Be sure to only include an excerpt of each blog linked in the email so potential home buyers will have a reason to click on the links and visit your website. One of the best ways to send an email to leads on a regular basis is through email automation software. Mailchimp is a free email automation platform that will give you the ability to regularly send out your blog posts to leads through the creation of an RSS feed. Start your RSS email campaign today and take your email marketing to the next level!
Re-Engage Your Leads
Nurture those leads who may have taken a hiatus from considering a new home by sending out content that will re-engage them. Content that has the ability to re-engage potential homebuyers might include a guide discussing the current housing or home building market and how it has changed over the past year or two. Once this content has been created, offer it to those receiving the email by including a link to a landing page where the recipient can download your content offer. This email will give you the advantage of knowing if some contacts should still be considered leads as those who download the offer are obviously still interested in new homes.
Creating lead nurturing emails will progress your potential home buyers through the buyer’s journey and increase the chances that they become clients of your home building company!