While a general pre-sale email marketing campaign might bring you a few new construction clients, it will miss opportunities to connect with many more. Through highly targeted drip marketing, you can build more mutually rewarding relationships with a wider range of prospects.
Refine Your Focus
When you send the same information to everyone who shows an interest in working with you, you’re bound to lose some of those prospects by failing to address their individual concerns. Instead of filing everyone into the same email drip campaign, segment by interest.
If you target residential real estate investors, homeowners in need of remodeling, and renters looking to have a home of their own built, create a drip campaign for each group.
By offering specific tips and insight that directly helps them reach their goals, you’ll hold their interest while demonstrating the kind of expertise they care about most. You’ll also have more freedom to detail the services you offer. One of those services could turn out to be the reason a prospect chooses your company over your competitor.
Fine Tune Your Timing
What interests your prospects depends not only on their individual goals, but also on where they are in the buying cycle. Creating drip marketing campaigns for each stage of the cycle helps you deliver the right message at the right time.
When a prospect signals that they’ve moved to another stage, such as by downloading a case study, watching one of your video series or scheduling a consultation, move them into a drip campaign designed especially for that stage.
For prospects in the consideration stage, provide in-depth guides, whitepapers, and calls to action that lead them toward scheduling a face-to-face meeting. For those in the final decision stage, offer comparison charts, client testimonials, and incentives such as free extra services. Don’t neglect your previous clients, either. A follow-up drip campaign can help encourage repeat business and referrals.
