If you have a new construction project, email marketing needs to be part of your overall lease up plan. 

Before I get into our email marketing best practices, there are two things you need to have ready first: 

#1 - You want construction banners posted around the development directing people to a website. 

#2 - The actual website that you'll setup needs to be a landing page (just one page) with the goal of building an interest list.

On this interest list website, prospective residents can enter their contact information to stay in the loop as your new apartment community is developed. This will help you build a solid list of good prospects.

The best way to stay top of mind with hot prospects is through email marketing.

Here are 5 best practices:

#1 - How often should I email? 

Send one to two emails monthly.

When prospects opt-in for more information on your website, they should receive a welcome email immediately. This first email is probably the most important, as it is your first contact with your prospects and sets the tone for their entire experience with your community.

Confirm you received their information, thank them, welcome them, and let them know what to expect next. 

Spend extra time making sure you're creating the right experience with your words. Then set this email up as an autoresponder, so they automatically receive it a few minutes after leaving their information.

#2 - What should I say in my emails? 

Include updates on construction, making prospects feel part of the process and building excitement. Keep your emails fairly short, to the point, and include a picture, if possible.

#3 - What should my subject line be? 

To get prospects to open your emails, you need to have a good, catchy subject. We've had a lot of success using the following: VIP Update. 

Keep in mind that you need to be consistent with the messaging that's on your interest list website. For example, if your interest list website says, "Join Our VIP List," then your emails should reference this.  

#4 - How do I send the emails? 

You can use a DIY service like Mailchimp or Constant Contact for managing and sending your emails. Or, you can partner with an agency to manage your email campaigns.

#5 - What else should I be aware of? 

Prospects will reply to your emails, so make sure you have someone that can respond in a timely manner. You risk losing a potential lead if his or her email sits in your inbox for weeks with no reply. 

Final Thought

With these best practices, you can implement a successful email campaign that keeps prospects interested. They’ll enjoy seeing how the property is developing and will feel part of the process.