HOW TO BUILD A BETTER HOME BUILDER & CONTRACTOR EMAIL LIST

To do the job right, you need the right tools. That’s just as true for email marketers as it is with builders and contractors. If you are a marketer in the builder business, here are some tools that can improve deliverability, increase conversion rates and sales, so you can make more money.

1)  CLEAN YOUR LIST

You don’t go to work with dirty or rusty tools. Same with email marketers. You need to keep your email list and database clean. Good hygiene boosts productivity. So, delete those obsolete subscribers, bounce backs, old domains, duplicates, and opt-outs – then update your data with current, verified subscribers. You will create a more buyer-rich environment, and drilling down your list saves you time and money.

2) GO MOBILE

Are your email campaigns optimized for mobile? More than 75% of email campaigns are opened on a mobile device first, so if you were thinking desktop, reverse it and think mobile. Make a “long scroll” email that fits a mobile user’s proclivity. Mobile friendly design means your email campaign is created with smaller screens in mind. Provide plenty of white space to improve readability. This gives you a safety net for your design, plus leaves room for finger-friendly navigation.

Keep load times short: long load times cause readers to leave your email. Big images are the main reason file sizes are slow to load, so remove images entirely or keep your image sizes down.

3) WRITE A BETTER SUBJECT LINE

A subject line will determine if your email gets opened or not, and 47% of people surveyed say they open emails based on the subject line alone. Create a sense of urgency, pique their curiosity, get clever, use humor, and personalize it. Check out this article: How To Write a Better Subject Line

4) KILLER CONTENT

Keep your message short, simple, and actionable. Your lead-in sentence needs to be as compelling as your subject line. This sentence will segue into the offer or hook in your email campaign. Make your offer or hook better. If you were offering 10% off, make it 15%. Spy on your competition. Offer something better. Get right to the point. Keep it simple. Keep it short.  Get personal. Personalized emails can increase conversion rates over 15%.

5) GET A GOOD EMAIL LIST

A good up-to-date email list is the foundation of your email campaign. You can migrate your own list with an updated, verified email list from a reliable provider. We recommend The Email List Company because it segments prospects by business categories and locations for pinpoint accuracy. Plus, it has been a trusted source for marketing lists for over 20 years.

These are just a few of the many tools a home builder and contractor marketer needs to improve sales and ROI – and nail the competition.

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WHY THE HOME BUILDER & CONTRACTOR BUSINESS IS BOOMING

You don’t have to be Albert Einstein to see the writing on the wall. The country is on the verge of a recession or may already be in one, depending on who you talk to. The Federal Reserve continues to raise interest rates, and mortgage rates follow suit. Renowned billionaire financier Carl Icahn says there “very well could be a recession or even worse.”

The market size of the U.S. construction sector was valued at $1.59 trillion in 2021, according to Statistica. That’s a lot of hammers and nails! It won’t be that big this year because of inflation and rising mortgage rates, but it’s still thriving.

The cost of building a new home goes up every day. The average cost of building a 2,000 square feet home is $350,000. In 2020, it was $240,000.

The price of construction materials is skyrocketing. Lumber prices are up more than 135% since 2020, and lumber price swings alone have pushed the average price of a new home up by more than $18,000, according to the National Home Builders Association.

Plus, just delivering products to a new home can put you in the poorhouse. The price of diesel gas is the highest in history. So why is the home builder and contractor business still going strong?

The demand for new homes is cooling off but it hasn’t gone cold. Deep pocket builders like Lennar and D.R. Horton are behind a lot of the new construction, and they haven’t been affected by the financial crisis – yet.

Plus, big Investors and corporations like Blackstone, Zillow and Bedrock are building new homes and gobbling up houses like there’s no tomorrow. And many custom home builders are paying with cash. All these reasons are keeping builders and contractors busy. But the average home buyer and first-time buyer are being left in the sawdust.

One of the biggest reasons builders and contractors are doing so well is that former buyers have changed their plans. They’ve put off the buying their dream homes and are now renovating, restoring, or remodeling their current homes. According to Screenmobile, the house restoration firm, U.S. home renovation business accounts for well over $400 billion in annual revenue and is projected to reach $510 billion by 2024.

That is why – while the real estate market may be faltering, and a recession may be looming, the home builder and contractor business is still going strong.

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HOW NOT TO GO CRAZY IF YOU’RE BUYING A NEW CAR

If you thought the car business was crazy in 2021, you ain’t seen nothing yet. This year, the automotive industry is being hit harder than Will Smith’s slap heard around the world. The supply chain crisis, inflation, soaring gas prices, high turnover and a slew of other problems is continuing to plague the $82 billion industry. And it’s not going to end anytime soon.

The shortage of new car inventory has allowed car dealers to charge full price – sometimes even above MSRP on their vehicles– even thousands above MSRP on the most popular models. Insanity!

For the first time ever, the average price of a new car is over $47,000, according to Kelley Blue Book. In 2020, the average price of a new car was $40,000. That’s $7000 more in just two years!

So, do you bite the bullet and pay top dollar? You will probably have a long wait. Do you go electric? That’s a long wait, too. Or do you swallow your pride and buy a pre-owned?

Well, dealers are charging a premium for preowned vehicles, too. It’s simple supply and demand – no new car inventory means car dealers need to make money on preowned vehicles – especially trucks and SUV’s.

If you want to go electric, a new Tesla 3 will set you back $46,000, and
there’s a 2 to 5 month wait. A new Tesla Y lists for $62,000, and a new
Tesla S starts at $99,999. Are you really ready to go electric?

Here are some suggestions.
Ask your dealership if they will do a “dealer trade.” If your dealer doesn’t have the vehicle in stock, this is a good way to get the car you want. The two dealers will trade vehicles – even if it’s incoming – and it should not cost you extra.
You can also order a car from the factory. You’re not going to get a discount, but you won’t pay a dealer markup either. The best way is to go to the manufacturer’s website and build your car online. There’s a long wait when you buy a car this way, especially on high demand models.

But if you have the new car fever, or if your car is on its last legs, and you can’t wait, find a comfortable chair, get on the internet, and start shopping around.

Here’s an idea – buy an auto dealer email list. A good email list will list all the dealerships in your area and the emails of managers or owners so you can write directly to the decision makers – and avoid games with salesmen or fast talkers in the BDC department. Send an email out to 25, 50 even 75 dealers in the area or region and ask for the specific vehicle you want. If you want to go this way, check out The Email List Company. They are helpful, reliable and inexpensive.

These are tough times for everyone, and it won’t get better until at
least the midterm elections (That’s in November.) But don’t let buying a new car drive you crazy. With persistence (and a little luck), there are
ways to get the new car you want – and you won’t have to wait until the
end of time.

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3 Perfect Placements for an Email Call-to-Action

A good CTA button (Call-to-action) has three main features that combine together to make a powerful conversion point for the user. Copy, design, and placement all have major impacts on a call-to-action in an email.

Copy

The words on your CTA button tells the user where to act, The copy should be succinct and to the point. It is simply a directional and should tell them where to push the button – like: “Click here.” “Push here for details.” “Subscribe here.” Stay away from friction words like: “buy here,” “order here” or “download here.” These words may deter the user. When you add a ‘your’ to the button: “Click for your subscription,” marketers saw a 50% increase in conversions.

Design

Designing your CTA button is important, so it stands out in the page and
doesn’t get lost. Make it colorful so it pops out of the screen. Make sure the color is different from the other colors on the page so users can see it.

Placement

Positioning the CTA button near the top of the page can increase conversions for easy-to-read emails. The middle of the page is also a good for emails that are lengthier. It is not a good idea to put the button at the bottom of the page, because a portion of your audience won’t read an email to the end, so the entire effort might be in vain. Play it safe – put the button in the middle or at the top.

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THE IMPORTANCE OF TAGLINES IN THE DIGITAL WORLD

Taglines used to be the foundation of advertising. Ad agencies would spend days, even weeks thinking up memorable lines for their products. They came up with amazing slogans like: “Chevy- Like a Rock.” “I Love What You Do For Me – Toyota” “Nike – Just Do It,” “Burger King – Have It Your Way.” And on and on. These lines separated their products from the competition, they “branded” the product in the consumer’s mind, and they did it in a memorable and emotional way

Not anymore. With the domination of digital marketing, those catchy taglines are a thing of the past. That’s because the memorability factor with internet advertising is virtually non-existent. Can you remember a product that was advertised online? Can you name a digital marketing company that has a catchy tagline or campaign?

As ad budgets have moved from traditional advertising to the digital world, great brand advertising has disappeared. The digital marketing budget will be $285 billion in 2022. Display, banners, pop-ups, retargeting, and paid search ads are measured by tracking and click-throughs.

Some say your website is your brand – just add a slogan to it, but that’s nonsense. There are 7,865 digital marketing agencies today according to industry researcher IBISWorld, and how many of these are you familiar with? We bet you can only name the one that was referred to you by word-of-mouth.

Others say the new branding is by building relationships with email marketing – and gaining as many subscribers as you can. This may be true, but the work involved is enormous – especially if you are rolling out a new product. Unless you are multi-channeling with TV, streaming, social or radio.

The internet has made it virtually impossible to create an unforgettable, hummable, memorable tagline that sticks in your head and plays on repeat for hours on end. There is no more “Where’s The Beef?” or “Got Milk?

We searched around for some catchy digital taglines, but only came up with a few:

Konrad – A digital production company. Born Digital

Nebo – A digital marketing company. A Human-Centered Agency Built for The Digital Age
AutoBlog – A car blogging site. We obsessively cover the auto industry.
YouTube – The video sharing service. Broadcast Yourself.
Consumerist – A consumer advocate website. Shoppers bite back.

The Email List Company – An email list service. The #1 Trusted
Source for Marketing Lists

There are more, for sure, but you get the point. The golden age of taglines has gone the way of traditional advertising. But you still need that anchor, the indelible line that wraps your product or service up into a nice, neat package.

The super creative agencies will find a way to break through and make digital advertising memorable. Yesterday’s agencies showed us how to do it, and today’s marketers can learn a thing or two from them.

Don’t give up, copywriters. Taglines that create an emotional response and connect a brand with its audience are still out there.

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HOW TO STAY IN THE LEAD IF YOU MARKET TO CAR DEALERS

If you are a car dealer, we don’t have to tell you how tough it is. It’s never been harder to survive in your business. The supply chain crisis, inflation, soaring gas prices, high turnovers and a litany of other problems continues to plague the industry. You have to markup preowned vehicles just to keep the lights on.

If you market to car dealers, your job is even tougher. We don’t have to tell you that either. But we have a good suggestion – just keep reading.

Automakers worldwide are building about 8 million fewer vehicles than previously planned because of product shortages, and many dealers won’t be able to completely restock their inventory until late summer or fall.

Voluntary employee turnover is going to jump nearly 20% this year, according to Gartner, the research firm. Besides the fast-food industry, no other category of business is being hit harder than car dealerships.

You don’t have to be a rocket scientist to get it. No inventory = no sales. It’s too difficult for many salespeople to make a living. And not just salespeople. This is true for sales managers, general managers, and F&I managers, too.

The employee turnover rate in the automotive industry was 46% in 2021, an all-time high. Today, it’s even higher. The contacts you had yesterday are gone today. They’ve moved on to “greener” pastures or have been replaced or the position has been terminated. So, now you know why your email campaigns are getting so many bounces, blocks, non-deliveries, or opt-outs.

This is our suggestion – buy an up-to-date list that will reach current and verified contacts at car dealerships, because they still need parts, products and services. This will help your sales. There are very few marketing list providers that continually update their databases and email lists. The Email List Company is one of them, so check them out.

A word of advice to marketers in the car dealer business. Get a fresh, updated email list before you move on to “greener” pastures – or get replaced or terminated.

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