The Truth About Home Builder Email Marketing
What is the truth about home builder email marketing? The reality is that many home builders are not effectively utilizing their email service provider tools.
More importantly, builders and remodelers are also not seeing their email list as their most important marketing assets. Here are some tips that you can use to really own this channel for getting more appointments.
Tip #1- Build an email opt-in list now by creating free pdf content
What do your target buyers want to learn about the most in the awareness stage of the buying process? If you have a niche such as renovating for aging-in-place homes, then this is the perfect opportunity to craft a quick pdf ebook that informs your buyers about this renovation.
Once you have created the offer, place the offer in a call-to-action on your home page to ask for website visitors to exchange their contact details for this offer. Likewise, make this offer available for download by sending your current list an email. Re-activating that old list with new monthly content offers is priceless.
Tip #2- Add jet fuel to your email marketing by scaling your offers
If one offer a month is generating you new leads, then why not scale your efforts by doubling the amount of content you are creating on a monthly basis? Instead of one new content pdf offer, send out TWO. Instead of two new content pdf offers, send out THREE. Keep in mind that the more useful your content is to your buyers, the more they will forward your emails to others thus generating you net new leads. You can’t lose!
Tip #3- Split test your emails consistently
If you have a list of 500 people, take a small percentage of that list and divide it in half to split test emails with different subject headers or calls-to-action. When you find a winning email, send the rest of your list that winning email to increase your lead generation. You can also send that winning email to the cohort that didn’t open up your email in the split test.
Tip #4- If you want to get great at something, appoint someone to solely focus on the metrics and improvement of your campaigns
You may not have the resources yourself to create the content that generates new top of the funnel leads. After all, without new top of the funnel leads you won’t have anyone to nurture. You can always focus on sending special offers to your current list, but don’t do it at the expense of your top of the funnel efforts. Hire someone or outsource the content creation to an agency who can get you net new leads.
Home builder email marketing is really just a focus on continually creating fresh content and improving your metrics with split testing. Don’t just rely on that special seminar to give you a reason to email your list. Keep creating fresh content that encourages and empowers your prospects and buyers to spread the word about your business.