Turn Web Leads into Buyers #1: Audience Segmentation
For home builders, the online sales funnel is simple: prospective buyers find your website (typically through a search engine), website visitors opt-in by registering an email address, and then that lead is converted to an in-person appointment. But what if you have a list of email leads and no appointments or sales?
It might be time to get personal with your email marketing strategy.
Improve email open rates and click-through rates by sending messages that are personalized for the needs of each buyer. Buyers respond to different messages based on buying motives, timeframe, budget, and other factors. Use the 6 P’s of Home Builder Content Marketing to identify each of your buyer personas. Then create an email strategy that speaks directly to the needs of each group.
Here are just a few ways that home builders can segment their email marketing to improve open rates, click-through rates, and conversion from web lead to appointment.
Audience Segmentation by Plan Preference: Let’s say that you’re a home builder that is selling four plans in one new home community. The plans range in price from $200,000 to $450,000. Buyers who are in the market for a $200,000 home are likely to have different needs than a buyer who is looking for a larger home. A buyer in the market for a smaller home may be more likely to open email messages that include words like affordable, first-time buyer, or low-maintenance. Buyers who are shopping for a larger home may respond to words that include spacious, entertaining, or large homesite.
Audience Segmentation by Geographical Location: Look at the location of web leads on your email list. If you have collected email addresses only, a good email service provider will feature a map of where people in your database are located based on open rates. If you are selling to a high number of buyers who relocate from another area (for work, retirement living, or vacation resort homes) then these buyers will need more education about your location than local buyers.
Audience Segmentation by Stage of Buying Cycle: Home buyers join your email list at all stages of the buying cycle. For some, they are still in the early stages of their search and are gathering general information about neighborhoods, builders, and price ranges. For others that are closer to a buying decision they may need (and respond to) messages about limited-time promotions, financing, and move-in ready homes. Tailor messages to each group individually to build a healthy sales funnel of prospects that will buy next week, next month, and next year.
Audience Segmentation by Role: Prospects, current buyers, Realtors, and homeowners each have different roles in your content ecosystem. Are you still using one email to reach all of them? Create distinct email messages that speak to the specific motivation (and desired action) for each group.
Use a CRM to identify and separate email leads based on timeframe, plan preference, role, homesite size preference, and other factors. Then, develop an email marketing strategy that nurtures leads over time with personalized content designed specifically for their needs.
Soon your list of web leads will turn into more appointments and sales.
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Need better open rates, higher click-through rates, and more appointments from your email marketing? Contact us for more information about our email marketing services for home builders and developers.