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It’s a great time to be a homebuilder. As newly constructed home sales experience historic highs, real estate marketers are getting in on the action. They’re driving results (and ROI) while saving on spend.
Despite rising interest rates, new construction is ramping up to meet record demand. With fewer existing homes for sale, buyers are flocking to attractive, new construction offerings. Mortgage rates are no comparison: Homebuilders have more flexibility to to subsidize their homes for under 6%, while existing homes remain at 7%.
If you’re a homebuilder looking to engage and convert potential buyers, email marketing is a no-brainer. It’s the most bang for your ad spend you can get. There’s no better way to nurture leads and drive sales.
Step 1: Build Your List
With averages around 4200%, or $42 for every $1 spent, email marketing ROI can be extremely lucrative. However, you’ll first need a list of verified email addresses. After combing through your existing contacts, try these strategies to collect new ones.
• Does your website have an opt-in form to collect contact info? Make sure to give it good placement with clear CTA’s to drive traffic and sign-ups.
• Another popular tactic are lead magnets, initial freebie materials that require an email to receive. For example, create a downloadable homebuyers’ guide on your site with social content support to boost visibility.
• Explore connecting with local realtors to pool email lists, create added value for potential buyers, and grow your audience.
• As you compile contacts, implement segmentation based on interests (location, property type, budget) and buying stage (early research, ready to buy).
Step 2: Craft Compelling Content
Some examples of topics and types:
Welcome Emails: Introduce new subscribers and showcase your brand.
Educational Emails: Offer valuable content like homebuyer tips, neighborhood guides, and mortgage advice.
Community Updates: Highlight upcoming events, new construction phases, and amenities.
New Listing Alerts: Inform subscribers about recently available properties that match their preferences.
Promotional Emails: Announce special offers, incentives, and limited-time discounts.
Best practices:
- Focus on benefits, not just features.
- Use high-quality visuals (photos, virtual tours) to showcase properties.
- Personalize the message whenever possible (use names, address specific interests).
- Include clear calls to action (CTAs) to encourage engagement (e.g., schedule a tour, download a brochure).
Step 3: Optimize Your Strategy
Frequency
Keep your schedule consistent without overwhelming subscribers, weekly or bi-weekly.
Subject Line
Improve open rates and click-through rates (CTR) with something upbeat, topical, and punchy. Try using a subject line tester tool for higher engagement.
Design
Format emails to all devices, including smartphones and tablets.
Analytics and A/B Testing
Track performance metrics, key performance indicators (KPIs), and test different variations to improve results.
Drive Your Pipeline
In today’s real estate market, email marketing is a must-have for competitive homebuilders. It helps to build lasting relationships with potential buyers and convert leads into customers. With the right approach to building a list, content creation, and optimized strategy, your email campaigns can generate extremely low-cost engagement with high-performance results. Simply put, it’s one of the best ways to seriously improve ROI and score big wins for your marketing team.
Leading homebuilders use data-driven approaches to enhance their marketing strategies, execution, and attribution. Our platform provides consumer intelligence - and so much more - that helps save time and money, keeping you out of trouble and avoiding costly mistakes, while improving your ROI, reducing ad spend, and driving sales like never before. Where Google Analytics falls short in real estate, Audience Town delivers actionable customer analysis for data-driven marketing wins.
For more expertise, DOWNLOAD Audience Town’s FREE Real Estate Marketing Strategy Guide >>
