Email Marketing Inspiration for Homebuilders

“Ugh, we didn’t get an email out this week! (or this month!)” Does that sound familiar? I know it does for me. I get it. We all do.

Sometimes, we simply have too much to do and the less critical items fall by the wayside. But here’s the thing: these little things add up, and lead nurturing and creating engagement with your prospects is super important. A regular cadence of email to your prospects is an important step in the process. This post not only provides ideas/suggestions to get you thinking about content and themes, but it also provides some strategies to make it happen and easier to execute.

Get your tools and team email-ready:

  1. Determine your frequency – it could be weekly or monthly. (If you can manage weekly shoot for that.)
  2. Plot the dates on a calendar. A real calendar. Not only does a calendar keep you accountable, it will remind you of what’s happening at different times of the year. Holiday and seasonal marketing is a key strategy.
  3. Make sure you have the tools you need: In all likelihood, you will send email from your CRM provider but ensure that you have access, can segment lists, and you have the flexibility to create email templates. Even better is when you can schedule in advance – set it and forget it! 
  4. The creative. KEEP. IT. SIMPLE. Email doesn’t need to be complicated. From a content perspective there are three components: a header image, the copy, and a call-to-action. You need all three elements. Hire a design team to provide you with templates that give you the flexibility to swap out a header image and then just update the copy and the call-to-action button.
  5. Spend an afternoon plotting your schedule and fill out a spreadsheet with the date the email will get sent, the theme, rough concept of the content, and the link to the website for the CTA. You may not have all the information, but set the overall purpose. Include a column for the subject line. This will help keep you on track.
  6. Willingness to pivot: be nimble. If something comes up and you need to swap out the email one week for something else, go for it. Also, you can always up your frequency a little (as long as your subscribers are on-board).
  7. Engage a creative team to help provide your header image. The creative part is often the most difficult and this is where most get stuck. Stick to a common theme/brand, and try not to over-complicate. An important asset within your company is having professional photos of your homes. When videos are being shot, take hi-res still shots also. Authentic images are always better than stock photography. 
  8. Keep the layout consistent. There are several reasons why this is a good idea: it becomes part of your brand, it’s recognizable to your audience, and honestly, it’s easier for you.
  9. Give your audience a reason to take action. The best way to show engagement is by click-thrus. Always give your prospects an opportunity to learn more. 

The following is a list of email content ideas that can help you get your creative juices flowing and plan out email over the next several months. 

  1. Meet Our Team: what’s your personality and company culture?
  2. Think seasonal: Spring, Summer, Fall, and Winter. Home maintenance tips, seasonal decor, new arrivals
  3. Holidays
  4. Local Events: what’s happening around you and in your communities
  5. New Communities: Think retail, introduce new arrivals with lots of photos
  6. Promotions/Incentives
  7. Financing resources: Educate your buyers, build trust as an expert. FAQs, Rent vs Own, What can I afford?
  8. Self-Tour/Schedule an Appt: How can your prospects find you?
  9. Checking off buyers’ wishlists: features/amenities
  10. Dream homes
  11. Target buyers: relatability to values/buyer types
  12. Contests
  13. Floorplan features (favorites, most popular, or new ones)
  14. Feature videos and virtual tours
  15. Interactivity: invite your prospects to play with visualization tools
  16. Home features: energy efficient/healthy home, kitchens, appliances, lighting, etc
  17. Design Center/Options
  18. Specs: What’s available to Move-In Now
  19. Reserve a Home
  20. Buying process
  21. Surveys/Quizzes
  22. Why Buy New
  23. How can we help? 
  24. Philanthropy: What does your company support?
  25. Builder History/Story
  26. Awards: Be proud of your accomplishments!
  27. Where We Build
  28. Hear from other buyers: Testimonials/Stories
  29. Trending Designs/Look Book
  30. Match-Making: help prospects find the community that best suits them
  31. Day of the week #MoveInMonday #TransformTuesday #WinningWednesday #ThrowbackThursday #FunFriday
  32. National Days: e.g. Taco Day, Ice Cream Day, Day of the Puppy, etc.

Have fun with email! This is your opportunity to showcase your personality.



Angela McKay

Angela McKay

Director of Homefiniti Experience.

Angela has been serving the home building industry for 14 years. A marketer at the core, she is always looking for ways to improve the customer experience and the buyer journey. She’s a problem solver and has a knack for finding the positive in everything and everyone. Angela is responsible for helping builders realize the full power of Homefiniti. While her husband and their two adult-aged children are most important to her; Monte, the family lab, and her Peloton bike, are not far behind! Hiking, running, and spinning keep her head clear and her spirits high.