Every qualified construction lead you bring in has the potential to turn into a valuable client, but it takes time and effort to win your prospect’s trust so you can make the sale. An effective email follow-up system gives you a time-efficient, cost-effective way to build that good rapport.
Nurturing Your Leads
Before they agree to do business, your prospects need to know you have the skills and personal integrity necessary to handle their project well. The most reliable way to build their trust in your abilities is by developing a real relationship. Staying in touch isn’t always easy, though. Follow-up calls can feel intrusive, the cost of printed material adds up quickly, and social media posts are easily lost in the shuffle. Email, however, is unobtrusive, low-cost, and will catch your prospect’s attention as they scan their inbox.
An email follow-up system is a series of emails scheduled to go out at regular intervals after your first contact with a new lead. These emails don’t have to be long, but they should make it clear to your prospect that you’re ready, willing, and able to meet their needs. Highlight your successes, show what sets your firm apart from the competition, and let your prospect know how working with you can benefit them.
Attracting Repeat Business
A past client can be even more valuable than a new construction lead. A client who’s had a good experience with you is more likely to trust you with higher-value projects. Keeping your name in front of your past clients also increases the chance they’ll refer business your way.
An email follow-up system will help you stay in touch with your clients after the job is done, reminding them of the value you can provide. To encourage your former clients to return, create an email follow-up series to provide information on maintenance, offer ideas for modification, highlight advanced features of the building design or materials used, and showcase how other satisfied clients use their new property.
For more ideas on using email for construction lead nurturing, contact us at Construction Monitor today.