Do your prospects trust you by the time you have your first meeting or conversation?
In any service business, getting prospects on the phone can be a major challenge. This is doubly the case for builders, who have many different duties and only so much time in the day to take care of them.
Use Email To Tell 'Your' Story
When you can’t get prospects on the phone, it’s nearly impossible to build rapport and even qualify your leads. This results in missed opportunities and wasted marketing dollars.
You can actually build an enormous amount of trust and rapport, using a simple email sequence of “storytelling” emails throughout your marketing process.
The best way to build trust with your potential clients is through email.
Specifically, automated email sequences.
Not only does automation save you time, it also allows you to share valuable information with your prospects without having to speak with each and every one of them.
For this reason, email is considered to be the lifeblood of a successful marketing plan for a construction company.
But there’s a right way to do email and a wrong way.
The first thing you need to put in place is an indoctrination sequence which is a short series of emails that introduce your company to a brand new prospect.
A good indoctrination sequence consists of 4 emails, designed to welcome the new prospect, share value, tell a story, and reveal information about yourself.
Email 1 - Welcome:
The first email in your indoctrination sequence is the welcome email--it acknowledges the action your new lead took in order to join your ‘list’ and lets them know what you’re going to be telling them.
It’s a good idea to share some additional value over and above the information they originally opted in for. You could include a free report, an invitation to a webinar, a link to an article, or anything else that helps to demonstrate your expertise.
Email 2 - Start Your Story:
Your second email should start the process of telling a story. Ideally, this story will play out over a series of 2 or 3 emails, instead of starting and ending all in the same email. These sequences help to hook the prospect’s attention and keep them coming back for more by creating ‘open loops’ which are questions that you answer in a subsequent email.
Email 3 - Be Personal:
Your third email should continue the story you started in the second email. Here, it’s a good idea to reveal a lot about yourself: not only your expertise, experience and credentials, but also the story of how you got into the construction industry and why you started your building company.
Showcase your sense of humor. If you are comfortable with revealing personal details, talk about your family, even make an ‘embarrassing confession.’ Anything that makes you relatable and sympathetic works wonders here.
Email 4 - Finish Your Story + Invitation:
The fourth and final email in your indoctrination sequence should conclude your story, and then invite the prospect to follow up with you in some way.
Depending on your goals, you may invite your prospect to request a call back, visit your display home, or even send them to a sales page so that they can book and pay for a site visit. Really, the call-to-action can be anything you want, as long as it’s a logical next step for you prospect to take in their buyer's journey.
The 4-step indoctrination sequence is extremely simple, but it is a crucial step in the marketing and sales process for a building company.
When John Tillion used this strategy for his renovation business in Sydney, he effectively eliminated his competitors before he even spoke to the client! The client said:
“I did a shortlist up and you are the only builder who seems to care..”