5 Marketing Tips for Home Builders

Transcription

1 5 Marketing Tips for Home Builders

2 Marketing marketing has high conversion rates because people who have opted in to receive Your subscriber database is one of the most valuable marketing assets at your disposal... updates from your company are more likely to be serious about buying a home and closer to making a purchase decision. Your subscriber database is hands down one of the most valuable marketing assets at your disposable, and every you send out has the potential to lead to a sale. The benefits of incorporating marketing into your home builder marketing campaign include creating top-of-mind awareness, encouraging repeat business, broadening your audience, and educating potential buyers. The following are some tips that will help to improve your home builder marketing strategy and possibly help you achieve an open-rate of 20% or more.

3 1. Write Concise s With Clear Calls-to-Action Keep your readers engaged and then direct them to where they have the opportunity to be most valuable to you. Your target audience s inboxes are undoubtedly crowded. So if you want people to open your s and look forward to them, ensure that they are concise. And remember to keep your newsletters clean, with consistent formatting, to make them easy to read and navigate. Additionally, conclude your s with a clear call-to-action. Keep your readers engaged and then direct them to where they have the opportunity to be most valuable to you. For example, if you want them to view a property or community, highlight it in your newsletter with a Tour It Now or View Community call-to-action button or link.

4 2. Use Catchy Subject Lines All of your subject lines should answer the question, What s in it for me?, because that s what your subscribers are asking themselves. Your subject lines should be 45 characters or less and focus on features rather than benefits. All of your subject lines should answer the question, What s in it for me?, because that s what your subscribers are asking themselves. Make sure that the topics of your s are relevant and compelling for recipients. Research indicates that the click-throughrate is lower on s whose subject lines have question marks, hashtags, or parentheses. Using an ampersand in the title, however, increases click-through-rate. So choose your words and characters carefully!

5 3. Create Content That s Relevant to Buyers at Different Stages of the Sales Cycle Remember that not all your clients have the same needs, so don t offer them the same content. Make sure that your newsletters include articles about topics that are relevant to buyers at different stages of the sales cycle. Remember that not all your clients have the same needs, so don t offer them the same content. Prospective buyers who are ready to buy a house within the next 30 days will respond better to content with prices and specific promotions, whereas some buyers are willing and able to buy but are waiting because they are concerned about things like job security, home prices, the economy, etc. Then there are the first-time prospective home buyers who are still researching and learning about the home buying process.

6 4. Experiment with the Timing of Your s Click-throughrates differ depending on the day of the week and the time of day that they are received by your subscribers. Proper newsletter software will allow you to pick specific times for your newsletters to be sent out... so compile them whenever is most convenient for you, but experiment with the timing of your s. Click-through-rates do differ depending on the day of the week and the time of day that they are received by your subscribers. Contract to popular belief, research indicates that the highest click-through-rate occurs early in the morning, before the work day begins. Consider who you are sending s to and then test the timing to see what works best. Simple trial and error is the best way to find out how to get the most opens, read throughs, and clicks.

7 5. Strike the Right Frequency For the best results, send s only when you have something urgent, timely, or relevant to say. Hitting the right frequency in marketing is both an art and a science. For example, make the most of your newer subscribers, who tend to click through links more than older subscribers, and don t wait months until you first reach out. Though sending frequency does not generally have an affect on CTR, unsubscription rates are highest if the sender (you) s recipients very infrequently. So be consistent! However, don t send s just to meet a schedule. For the best results, send s at least once a month, but only when you have something urgent, timely or relevant to say. And, ask for (and listen to) feedback when people unsubscribe from your mailings.

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