Email marketing is one of the cheapest and most effective tools home builders can use to promote their business. It allows you to reach leads and customers on a frequent basis without a large budget. Check out these tips to help enhance your current email marketing strategy and turn email marketing into a sales generating machine!
Segment Your Lists: Always group your lists into audiences. Customers who have already purchased a home recently do not wish to receive emails about new homes available. Families looking for homes do not wish to receive information about fifty plus communities. Effectively segmenting your email lists to ensure each of your target audiences receives information that’s relevant to their needs is key to getting users to open your email and click the information provided.
Tailor Email Content to Your Audience: Make sure your content focuses on the things your audience cares and worries about. If your audience is younger, write information about the nightlife of your area or outdoor activities. If your audience is more family oriented, focus on school statistics, community events and recreational programs – things that would entice families to live in your area. This will increase the chances of recipients actually opening and clicking on the content.
Use Analytics to Gauge Success: Reading and understanding your analytics is critical. Without analytics, there is not a straightforward way to gauge the success of an email marketing campaign. A home builder needs to connect and convert recipients into sales, and if the campaign is not working, adjustments need to be made. Adjustments can be monitored for success or failure. If analytics are not used, you are shooting in the dark.
Use Calls-to-Action: Just like blogs, E-books and landing pages, recipients want and need to know what to do next. Use calls-to-action in your email campaigns to give your recipient the opportunity to gain more information and for your company to understand what the recipient is looking for in a home. The call-to-action should lead the recipient to a landing page where they will provide more information about what they are looking for in a home, which you can use to target the content you provide.
Make Your Email Personal: If a person receives an email from “Admin” or “Info”, they are less likely to open your email. Instead, use a name of a real person. It can be the president of your company, someone known in the community that works for the company, or a person in your marketing department. Attaching a real name to the email personalizes it. Putting a picture of the sender at the bottom of the email and contact info also helps personalize the email.
Be Consistent: If you set a goal to send out an email every month or weekly, stick to it. This will keep your company top-of-mind for potential home buyers in the market. Recipients will come to expect your email, and if your content is intriguing, they will come to your company first for information about the area, community and homes.
Using these tips in your home builder email marketing campaign will improve your open and click through rates with minimal effort. Reap the benefits of the simplest and cheapest form of marketing available to home builders!
