Published on April 5, 2019
nur·ture /nərCHər/ – the process of caring for and encouraging the growth or development of someone or something.
Not all leads are created equal. Some come in smoking hot and are ready for you to pounce with your immediate ABC (Always Be Closing) pitch. But most—especially when it comes to the average sales cycle of a lifestyle community buyer—aren’t the proverbial “Glengarry” leads. They need a little more care and motivation.
This is where a well-organized email nurture campaign can take your prospect from “just browsing,” to “give me the keys to my new home!”
Because while they may not be ready to invest in your lifestyle community right now, they could be your ideal buyer in the future.
In fact, according to Hubspot, 74% of companies say that converting leads to customers is their top priority. Here are some other eye-popping statistics that underscore the importance of lead nurturing:
According to Eloqua, Taleo Corporation saw many benefits to their database through lead nurturing:
Successful real estate marketers should always have a steady stream of leads entering their database. So it’s important to keep it as clean and accurate as possible. Identify your high/low priority leads, and remove all the ones that are fruitless and illegitimate—because a solid lead nurturing campaign starts with an audit of your database and careful review of each new lead to determine:
The more “yes” responses each prospect elicits, the hotter the lead. When you’ve completed your database audit and vetted your leads, it’s time to categorize!
If you’re getting the most out of your CRM, you’re probably increasing online conversion rates.
Start by creating categories that put each lead group on its own unique nurture path.
For example, if a lead didn’t provide many specifics, and commented that they’re “at least 12 months away from a potential move,” they may be tagged as “Long Cycle Leads” and placed into a more general nurture campaign. Their journey starts with awareness—it’s your job to stay top-of-mind with gentle reminders and relevant content that showcase the best aspects of your community. This could go on for as long as 18 months (the average lifestyle community buying cycle). Make it hard for them to ignore you…not by browbeating, but with a compelling email once or twice a month. Simply keep them informed and be on their radar when they’re ready.
If a lead is expressing interest in your community through multiple capture forms and notes that outdoor activities and a state-of-the-art fitness center are priorities, they could be tagged as “Active Lifestyle Leads.” The nurture campaign here can be a little more specific and aggressive, always highlighting the amenities your community offers that will keep them vibrant and healthy.
You can get as granular as you’d like when it comes to categorizing leads, really. If several prospects in your database identify as animal lovers, show them the premium bird watching, dog park, and equestrian facilities within your community. If they say travel is important and they’ll be on the road for much of their golden years, tell them there’s no better place for a homebase than your secure, gated community.
For many active adult community marketers, a few nurture paths will suffice, based on the level of engagement demonstrated by different leads. Using the form submission info you gather, and knowledge of how often they interact with your content (website, email newsletters, social media, resource downloads, etc.) can determine if the lead is “highly engaged,” “somewhat engaged,” “minimally engaged,” and so on. Each group can enter a different nurture campaign with targeted content, messaging, and calls-to-action.
Each prospect’s home buying situation will be different, and while your specific nurture campaign should account for that, the structure of your campaigns can be consistent. For automated drip campaigns, find a template that works for each type of email you’re sending at each stage, and tailor the content and message based on the group of leads you’re communicating with.
As an example, here’s a simple series of email types that could be set up to move a “somewhat engaged” lead to “very engaged/ready to convert” lead throughout a campaign spanning 2-3 weeks.
According to the Aberdeen Group, companies who effectively nurture their customer through the buying experience have:
What you don’t want to do with your nurture campaign is set it and forget it. Carefully monitoring opens, clicks, and click through rates is important for each nurture campaign you deploy. If you have the capacity, this will allow you to set up triggers for more nuanced follow-up emails and nurture paths depending on the actions each lead takes as a result of your communication. Ultimately, your nurture campaign will inform whether you move on completely from a lead, optimize your campaign to further engage a lead, or contact a lead with your ironclad sales pitch!
An effective nurture campaign speaks to the needs and concerns of a prospective buyer while taking them on a journey. A journey that hopefully enlightens them with all the things that differentiate your community and ends with a closed sale, happy homeowner, and brand ambassador for years to come.