How to Nurture Your Property’s Interest List Into Leases
This month’s marketing tip focuses on an email marketing strategy to boost pre-leasing for new developments.
Setting the Foundation
First, ensure you have a landing page or website for the property that captures the contact information of interested prospects. The key here is to actively use this information rather than waiting until the property opens.
Nurturing Leads Through Email
Once you’ve gathered an interest list, begin nurturing these prospects with regular emails. Here’s how to effectively manage this process:
#1 – How Often Should I Email?
Send the first email immediately after a prospect provides their contact information, welcoming them and setting a positive tone. This initial interaction is crucial, so invest time in crafting a message that creates a memorable experience. Set up this welcome email as an autoresponder to ensure immediate delivery.
Send 1-2 emails per month to stay top of mind with your prospects. Be consistent with your scheduling.
#2 – What Do I Say In My Emails?
Update prospects on construction progress and make them feel included in the development phase. Keep emails concise and engaging, and include images, if possible. Consider mirroring these updates on your branded social media channels.
Here’s an example of a well-crafted email promoting hard hat tours. I highly recommend that you utilize this example as part of your strategy.
#3 – What About Subject Lines?
Use compelling subject lines like “VIP Update” to ensure your emails stand out. Consistency is key, so align your email language with the messaging on your interest list website. For example, if the website invites prospects to “Join Our VIP List,” your emails should echo this theme.
#4 – What Tools Should I Use?
To manage and send your emails efficiently, you can use services like Mailchimp or Constant Contact.
#5 – What Else Should I Be Aware Of?
Be prepared for replies. Designate a team member to handle responses promptly. Nothing is worse than a prospect’s emails sitting in your inbox for two weeks with no reply.
By following these guidelines, you can effectively use email marketing to nurture leads and enhance the pre-leasing phase for your new development. If you need additional help with leasing, check out our new construction lease-ups page for more insight.
Written by Josh Grillo
Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.
