Builders are constantly looking for new ways to turn website traffic into new leads and sales. That is after all, the point of internet marketing. There is often a major disconnect between website traffic rates and sales related to this traffic. How can builders not only gain more leads from traffic and have the ability to track the source of these leads? Simple: workflow automation. Workflows help create return traffic, improve your email list and become the home building industry leader in your specific area. Not sure what a workflow is and how to implement a workflow to improve home sales? Check out these helpful ideas!
What is a Workflow?
A workflow is a series of automated marketing actions that are implemented through marketing automation software. These automated actions are triggered when a website visitor submits a form on your website. The forms may include the following:
- Contact forms
- Forms submitted to download a content offer (such as a free guide)
- A blog subscription form
- A form to enter a contest
- A form to redeem an offer
Once a website visitor submits a form, the workflow process begins. Based on the form they have downloaded, they will receive follow-up emails over a period of time that include additional helpful information that would help a prospective home buyer choose your company. These follow-up emails drive visitors back to your website and keep your company top-of-mind as they form they move through the home buying process.
Example of a Workflow for Builders
This is an example of a builder workflow that begins with a website visitor reading the blog post, “8 Reasons Families are Moving to Raleigh, NC.”
Website visitor downloads “top-of-funnel” content from your website.(“Funnel” refers to the sales funnel.)
The blog post mentioned above should have a Call-to-Action (CTA) for a content offer that is related to the blog post. If the visitor is reading information pertaining to families, it is a good assumption to think they have a family of their own. The CTA should connect to an e-Book titled “Great Family Activities & Parks in Raleigh, NC.” The CTA should connect the visitor to a new landing page that includes a form for the visitor to fill out that asks for contact information in exchange for the content. Once the visitor submits the contact information, he/she has entered the workflow automation and has become a lead.
Visitor later receives an email and downloads “middle-of-funnel” content.
The lead has been placed into the workflow automation and will now begin to receive information from your company over a period of time. It is recommended that builders send another content offer via email a few days after the original interaction. This keeps your company top of mind with the potential buyer. The middle-of-the-funnel content should be more specific since we now know some defining information about the lead. They are considering moving to Raleigh and purchasing a home; this is your company’s chance to explain why the lead should purchase a new home and with your company. An e-Book titled, “10 Things to Look for in a Custom Builder in Raleigh” would be an appropriate topic. This gives the reader more specific information about the area and custom homes in the area. The content can help finalize the buyer’s decision to specifically purchase a custom home and continue to reaffirm that your company is the best in the area.
Visitor receives another email and acts on the “bottom-of-funnel” content.
After receiving more specific information from your company, the bottom-of-the-funnel should focus on what homes your company has to offer. Provide details that set your company apart from others and any noteworthy information about your homes. Be sure to implement a CTA in the email that provides the lead with a way to contact your company to begin the buying process. *Note: Implementing a CTA into all portions of the workflow to invite your audience to download is important. Now that the lead has gone through the marketing automation process, he/she will be more likely to choose your company over a competitor.
Close the Sale
The lead has now completed the process, and lead nurturing has occurred. It is now a good idea to reach out to the lead with a personal email or phone call. This process allows lead nurturing to be quicker, more efficient and easier to analyze. Want to implement more content, workflow ideas and the inbound marketing process into your internet marketing strategy? Check out the e-Book below to see how more of these tactics can be implemented for builders!