Maintain the Conversation
Keep in contact with prospect home buyers.
Because building a home is a significant financial and emotional investment, buyers want to be comfortable and confident in the builder they select. Buyers often have questions not only about the builder but about the process; prospects also take their time before making a decision.
The home builder market is very competitive. Builders, such as Scott Ashcraft, maintain a full schedule of meetings with contractors and vendors while also they also oversee existing builds and review plans (and plan changes) with existing clients.
Although always happy to meet with prospective buyers, potential buyers generally ask the same questions (at some point in their evaluation) and don’t want to feel pressured to start before they’re ready.
Goals & Insight
- Goal 1: Ease the burden. Help Scott Ashcraft address prospects’ questions and concerns in a timely and efficient manner.
- Goal 2: Keep the discussion moving. Keep Las Ventanas in the prospects’ consideration set while they research other builders and help them prepare for the next steps.
- Insight 1: Las Ventanas already had excellent word of mouth marketing, but buyers needed additional information and education about the company and the process.
We needed to help prospects understand and prepare for this big decision by providing on-going flow of digestible, low pressure information. We also wanted potential buyers to be able to see the type of homes Las Ventanas built.
- Engaging Email Campaign
Through an email campaign, Las Ventanas is able to explain to prospects who they are and their approach to home building. Links to the website within the email series allow prospects to further investigate topics that are important to them.
- Visually Appealing & Informative Website
Prospects like to get a feel or a sense of the type of homes a builder creates. They also like to see what features and factors go into a builder’s homes. By using a variety of quality photos on the website, we were able to communicate the Las Ventanas style to buyers. Through descriptive copy, we outlined key elements that Las Ventanas takes into account when they build, such as “aging in place” and “building green.”
Scott Ashcraft was able to “engage with” prospective clients through a low pressure, highly informative yet personable email series. The first four emails in the campaign have open rates of 72%, 52%, 51%, and 51%. The open rate on the email series ranges from 39% to 72% which is well above average. This allowed prospects to become comfortable with him, set their expectations, and answer their general questions. When buyers were ready to commit they were prepared to start immediately.