Email marketing is one of the most powerful tools homebuilders have, because it enables you to reach your prospective client personally, directly and—if you’ve done your homework—with information you know he (or she) wants to receive. So why isn’t that monthly email you sweat blood and tears over working better for you? The problem could be your subject line!
When you learn to create a sales funnel, you’re better able to generate the types of content that speaks to potential customers at all stages of the buyer’s journey. In the beginning, it’s important to realize that sales funnels aren’t watertight. They have multiple entry and exit points, and not all visitors start at the top.
Buying a new home or remodeling your current home can be very stressful. So it’s no wonder homeowners are surfing the web to research what to expect before they start. They find your website and shoot off a quick email for more information, and unless you’re able to respond promptly, you’ll lose the potential lead. With marketing automation, you know every lead is followed-up on and provided relevant content in preparation for your sales team making contact.
As a company promoting a service, rather than an item or a new launch, your approach to email marketing will be different than a traditional big box store or a boutique. Instead of flash sales, coupons, or free delivery on a Friday night, you need to promote the value of your service. Since nurturing a potential lead through the sales process can take months, it is imperative that you keep them informed, engaged and interested in your business and your value.
Marketing anything is about multiple contact opportunities. The more often you put your name and your brand in front of a potential customer, the more likely you will be to eventually make a sale.
However, as anyone who has done this type of marketing (as part of a home builder marketing strategy or otherwise) will tell you, brand building takes a lot of time and effort if you’re relying solely on an old-fashioned, real-world sales team.