If you ever get the feeling that marketing your home building business is a never-ending process, you’re right! It never really stops. You’re always trying to fill up your sales funnel and move prospects farther down the line.
The good news is that you don’t have to reinvent the wheel every time. What is marketing automation? Marketing automation is all about using software to automate marketing activities. As a matter of fact, with the right marketing tools you can even automate some processes so that they happen without you having to do anything. Sure, it involves some thinking and work up front—but that can take the load off of you for months and years down the line.
Here are a few “trigger” events that can automatically begin a marketing activity for you and your prospects.
1. Warm Lead Alerts
We all want to pay attention to leads that express specific interest. You can develop criteria for online leads such as someone who has visited 20 or more pages on your website or clicked on two or more emails from you. That can trigger an email notification to specific members of your sales team, letting them know they need to call this lead and find out what they need.
2. Segmentation by Community Interest
When someone fills out a form related to a specific community in which you build (or selects their community interest from a drop down menu in a form) this can automatically trigger a series of emails that provide additional info relevant to that community. It’s a great way to stay in touch with someone based on his or her interests—rather than having them feel like you’re pushing your services. Plus, it happens automagically!
3. Warranty Process
When your customer fills out a warranty form, that can trigger an email to your Warranty Supervisor. It can also trigger an automatic“success email” to your customer (letting him or her know that the request was received). That can change the property warranty to “Open”. Then, when the warranty work is completed, your Supervisor can change the warranty status to “Closed” which triggers a survey to the client. All this happens with 1 click from the Supervisor. Why is this important? Think about how much your business relies on referrals. Great customer service is as important as great craftsmanship. This helps you close the loop—and can win great reviews. Plus, it saves you a ton of time!
4. Alerts for eBook Downloads
When one of your lead fills out a form to download an eBook you want to do more than just give that lead the eBook. That activity can easily (and automatically) trigger a chain of 5-10 emails that go out to your lead over the next two to three months. These emails can ask if the eBook was helpful or if it raised additional questions. What you’re doing here is getting more specific with your information and developing a deeper relationship with your lead.
5. Post-Building Check-Ins
Once you’ve closed a customer, you can set up your workflow to automatically trigger a 6 month and 12 month “check in” email to your customer. You can ask, “How’s your new home?” or “Is there anything we can do for you?” Not only does it show your interest (and enhance the chances that this customer will recommend you to others), but you could also end up picking up some additional business.
The great thing about these builder marketing hacks is that once you set them up, you can keep using them for a long time. And because they are automated, you don’t run the risk of missing opportunities because you got too busy or simply forgot to do them. Marketing technology isn’t all about glitz and glamour—it’s about making important tasks faster and easier so that you can stay ahead of the curve—instead of scrambling for leads when your pipeline gets empty.