“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:
- Determine your frequency – it could be weekly or monthly. (If you can manage weekly shoot for that.)
- 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.
- 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!
- 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.
- 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.
- 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).
- 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.
- 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.
- 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.
- Meet Our Team: what’s your personality and company culture?
- Think seasonal: Spring, Summer, Fall, and Winter. Home maintenance tips, seasonal decor, new arrivals
- Local Events: what’s happening around you and in your communities
- New Communities: Think retail, introduce new arrivals with lots of photos
- Financing resources: Educate your buyers, build trust as an expert. FAQs, Rent vs Own, What can I afford?
- Self-Tour/Schedule an Appt: How can your prospects find you?
- Checking off buyers’ wishlists: features/amenities
- Dream homes
- Target buyers: relatability to values/buyer types
- Floorplan features (favorites, most popular, or new ones)
- Feature videos and virtual tours
- Interactivity: invite your prospects to play with visualization tools
- Home features: energy efficient/healthy home, kitchens, appliances, lighting, etc
- Design Center/Options
- Specs: What’s available to Move-In Now
- Reserve a Home
- Buying process
- Why Buy New
- How can we help?
- Philanthropy: What does your company support?
- Builder History/Story
- Awards: Be proud of your accomplishments!
- Where We Build
- Hear from other buyers: Testimonials/Stories
- Trending Designs/Look Book
- Match-Making: help prospects find the community that best suits them
- Day of the week #MoveInMonday #TransformTuesday #WinningWednesday #ThrowbackThursday #FunFriday
- 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.