How Builders Can Use Data to Convert More Leads

If you’re consistently generating leads for your building company and are ready to stop inbound marketing, think again!  Instead of getting ready to quit, you’re actually getting ready for the world of lead nurturing.  This process is targeted, personalized, appropriate, and timely.  One of the most popular and effective methods for lead nurturing campaigns is e-mail.  The key to this is intelligence.  You need to create targeted, personalized lead nurturing campaigns that appeal directly to your building clients.  Here are ten essential components for this process.

1.  Name: All communications should be personalized with the lead’s name.  It doesn’t get more simple than that, right?  This initial personalization will immediately draw building leads into your message.

2.  Demographic Details: This includes information about age, gender, location, and more.  It will allow you to give your leads more quality information right from the start.  For example, if you are primarily serving a clientele aged 25-50, school districts will be a major factor in new housing construction.

3.  Industry: Are you primarily catering to people in a specific industry?  Include information in your campaigns that relates to this industry.

4.  Size of the Company: Consider the size of your company and how your needs and goals relate to it.  Tailor your campaigns accordingly.

5. Job Title: Pay attention to the job titles of your leads.  For example, you will market differently to a fellow CEO than you would to a junior manager.

6.  Persona: If you don’t already have well-defined marketing personas for your ideal customer groups, consider crafting them.  You will then be able to fit your leads into these groups and cater content to them on an individual basis.

7.  Pages Viewed: Looking at the pages that a lead has viewed can give you insight into his stage in the sales cycle.  For example, if your lead has viewed a number of dry wall products recently, he may be ready for more specific information in this area.

8.  Social Media: Follow leads’ discussions and questions on social networks.  Address any issues that arise with targeted campaigns.

9.  Completed Conversion Forms: Pay attention not only to which forms a lead has completed but when he completed them.

10.  History of E-mail Communications:Follow a lead’s history with e-mail communications.  Use this information to nurture his interests.  Don’t bombard him with tons of campaigns all at once, but keep the relevant information flowing on a regular basis.