Five tips on what home builders should include in emails to home buyers
A home buyer can take months to make a decision on which home builder they want to hire to build their new home. Sending regular email updates, preferably at least once a week, can be a vital factor in determining whether a home builder chooses you or not. With email marketing, a builder can keep buyers abreast of new projects, provide helpful info, or simply build a relationship with buyers.
To do this, a builder needs to put the right things in an email. Most home buyers do not want to hear about your family, your social life or the financial details of your business. Here is what they do want:
- Project information
Did you just finish a beautiful million-dollar home? Show it off to your potential customers! Did you finish a more affordable home with fewer high-end features? Show that off too! Potential customers want to see the work you do, whether you do the work for them or not. You are showing your customers that you bring high-quality work to the table regardless of the end price of the home. You are also showcasing features they may not realize they want yet. You can also encourage email receivers to share home pictures through their social media accounts, while also reminding them to tag your website, Facebook profile, Twitter handle, or Hoodle page.
- Market news
Any smart buyer who wants to buy a home will be interested in the home construction market and other related news. If you see a story about local home construction markets, or see a blog related to this facet of the home building process, save it and remember to send it to your email subscribers. Remember that stories and blogs should be on topic.
- Practical information
Think about what your home buyer needs to know in order to build and purchase a new home. They need to know how to sell their current home, how to figure out loan payments and much more. You can even recommend people in the community that you frequently work with, or spotlight stores or dealers you purchase materials from.
- A personal touch
No one, home buyer or otherwise, will open an email signed by what they believe to be a robot. Make sure your name is in the email. Leave a personal touch on it, either in the initial greeting, the general farewell, a snappy subject line, or some other method. Make sure your customers know it’s your email they are getting.
- Ask a question
This doesn’t have to be in every email you send, but every once in a while, it is important to ask your readers a question or two. It’s a good way to judge engagement and find out more information about your customers. Ask what they want to read about and what matters to them. It shows that you want to build a connection and lets you in on what is important. You may hear from a specific buyer and be able to tailor your approach more to what they are looking for and where they are in the home buying process.
As a general rule, remember to keep emails short and to the point. Not all of this information has to be included in every email, nor should it be for you to regularly send them out. Even if an email contains one of the suggested topics in it, it is still worth sending regularly. But by sending periodical emails to your audience, not only do you keep their attention, but you keep them informed and keep them coming back to you.
For more tips on email marketing for home builders, click on the links below:
Using Home Builder Email Campaigns Wisely
Why Email Marketing Remains an Important Marketing Tool for Homebuilders
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