With 96% of potential clients starting their research online, how can you make a great 1st impression--especially when you can’t even speak to them?
You never get a second chance at a first impression, so the very first email you send to a prospect who is considering making one of the largest purchasing decisions of their life, will need to reassure them that you are the right company for the job.
What are you saying to your prospects?
Are they even opening your emails?
There is a formula to follow if you want to create a great first impression, build trust and demonstrate your expertise. And it has nothing do with talking about pricing and budgets!
Writing The Email:
We’ll start with the subject line.
This is probably the simplest part of the formula… But one that many people overlook. Your subject line should look like it was personally handwritten for the recipient.
Think of the subject line you’d use in an email to your best friend. Emulate that style. The subject line should be short, should describe the content of the email, and--this is crucial--should mention the recipient’s name. It has been statistically proven that including the recipient’s name in the subject line increases the open rate.
Tell Them Who You Are:
Once you have a short, personalized subject line, it’s time to get to work on your opening paragraph. The first thing you want to do here is establish who you are, and why you’re an expert. Introduce yourself by name. Immediately afterward, state any relevant credentials, experience and achievements you have.
It’s equally important to demonstrate why you are contacting the recipient, and remind them of the steps they took to contact you, so they know you are responding to them rather than making a ‘cold’ approach.
Tell Them Why You Are Contacting Them
So make sure you acknowledge the action the recipient took in order for you to get in touch with them. Did they make contact through your website, did they download your free guide, or did they make a phone enquiry? Whatever action they took, remind them of it and acknowledge it.
This is an ideal way to bolster your credentials, explain why contacting your company was a great move and why you are the industry expert when it comes to your niche.
The next thing you need to do is explain the “what and why”; that is, what you’re sending them, and WHY they need to read it. If you’re following email best practices, you should have an opt in form that people can fill out to receive something of value (for example a free report or video course).
Don't Forget the Link!
It’s in the first email that you’ll give them the download link to the free item. In order to ensure that they actually read the content you share, first give them an explanation of what it is (“a free report that shows the 7 mistakes aspiring homeowners make”) and WHY it’s important (“it can save you time and money when building a home”).
This lays an excellent foundation for getting your clients to read the information you’ve put together for them, positioning you as an industry expert and laying the foundation for building trust and rapport.
Don't Forget To Bounce:
After you’ve shared your content, the final step is something called “bouncing.” This is the ultimate goal of the first email, and everything you’ve done up until now has been leading up to this. “Bouncing” means getting someone to “move” with you somewhere.
In the real world, ‘bouncing’ could mean taking a client out to coffee, meeting them in your office, or having them join you for a beer at the pub. Online, it usually means getting potential clients to visit your website, Facebook page or even an online meeting. Bouncing is powerful because it builds trust, familiarity and compliance--all vital keys to progressing your lead to the next stage of your sales sequence.
If you make a habit of writing emails with punchy subject lines, credibility statements, strong value, and an invitation to bounce, you’ll have more construction leads in no time.
When John Tillion used this strategy for his renovation business in Sydney, he effectively eliminated his competitors before he even spoke to the client! One particularly impressed client said “I did a shortlist up and you are the only builder who seems to care…” That’s how powerful this email strategy can be!
Click the link below to discover how builders like you are using email to make a great first impression and increase the chances of a prospect turning into a client.