The winning lead nurturing sequence
Multifamily marketers need to build effective nurturing campaigns by aligning them to the prospect’s needs. A key ingredient in making them successful is the sequence in which they are sent. The winning sequence educates and nudges prospects to schedule a tour.
In this article of the Multifamily Lead Nurturing 101 series, we reveal the best lead nurturing sequence derived from years of data. Here are the two questions that this post answers:
- Why do you need a good lead nurturing campaign?
- What’s the best prospect nurture sequence?
What does the series include?
- Multifamily Lead Nurturing 101: An Introduction to Multifamily Marketers
- Multifamily Lead Nurturing 101: The Nurturing Sequence <current article>
- Multifamily Lead Nurturing 101: The 0th-Hour Send
- Multifamily Lead Nurturing 101: Anatomy of an Email
- Multifamily Lead Nurturing 101: Best Practices for Effective CTAs
Multifamily Lead Nurturing 101: The Sequence
According to Marketo research1, companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost.
Similarly, to excel at multifamily lead nurturing, marketers should know:
- What information to share with prospects
- And in what sequence
After sending millions of nurturing emails, we now know what the prospects look for in communities. We have also discovered the right sequence and time to send this information.
In this post, we share our winning nurturing sequence.
Why do we need nurturing campaigns?
A lead nurturing campaign is an automated and personalized drip sequence that encourages prospects to schedule a tour. The prospect receives these emails in a predefined sequence.
According to Chris Hood, an average renter initially thinks about ten properties2. But 70% of them will seriously consider only 1-3 properties.
To seriously consider a property, the prospects want to know everything the community offers. Thus, multifamily marketers should send the right content at the right time to stay in the top 1-3 properties.
Here is the multifamily lead nurturing sequence that will help you be in the top 3 communities:
The Best Lead Nurturing Sequence
The best multifamily lead nurturing sequence consists of five automated emails. Let’s get to know more about each of them in detail:
1. 0th Hour Email
The 0th-hour email is a drip sent right after contact creation in CRM. The prospects have the highest motivation to schedule a tour at this hour. Thus, the 0th-hour email in the multifamily lead nurturing delivers exceptional outcomes. We call it the miracle hour.
We will learn more about the 0th-hour emails in the next article.
2. Amenities email
The next email in the lead nurturing campaign sequence is the amenities email.
When is it sent?
It is sent on day 1 of the prospect nurturing email campaign.
Why do we need it?
The amenities email has the highest open rate after the 0th-hour email. It showcases the best amenities of the community that will pique prospects’ interests.
What does it include?
- It includes the best community amenities like a swimming pool, resident clubhouse, Gym, BBQ, etc.
- There is a clear image of the property amenity on which the email will focus. The prospects give first preference to the swimming pool and second preference to the Gym or BBQ.
- It has a clear CTA to encourage prospects to schedule a tour.
Here is an example of a good versus bad amenities email:
3. Features email
Features email comes third in the multifamily lead nurturing sequence.
When do we send it?
Automation sends it on day 3 of the prospect nurturing email campaign.
Why do we need a feature email?
It shows the best apartment features that make your property the right fit for prospects and leads.
People check the floor plan a lot before they schedule a tour. Why? Because they want to learn about the apartment before touring the property.
What does a features email include?
- Highlights apartment features that make it the best value for prospects or leads.
- It has a clear image that displays the top apartment feature. The top feature that prospects look for is the kitchen. The second preference goes for the living room.
- There is also a CTA to Schedule a Tour
Time to look at a features email showing good and bad examples:
4. Neighborhood Email
This is the 4th email in the lead nurturing sequence.
When is it sent?
The neighborhood email is sent on the 5th day of the multifamily lead nurturing campaign.
Why do we need a neighborhood email?
To share the local neighborhood highlights with the leads or prospects.
What does it include?
- It includes the community’s best neighborhood features like restaurants, schools, grocery stores, etc.
- An image to show the top neighborhood feature.
- Clear CTA that asks the prospects to schedule a tour
The good and bad examples of neighborhood email:
5. Send an offer email
The last email in the sequence is the offer email.
When is it sent?
This email is sent on day seven of the multifamily lead nurturing campaign.
Why do we need to send an offer email?
The send-offer email acts as an additional nudge for the prospects.
It motivates the prospects further by sending them special offers such as discounts on rent and leasing fees, etc.
What does an offer email include?
- Details of the offer
- An image that complements the offer
- Clear CTA that asks the prospects to schedule a tour.
The key to successful lead nurturing lies in sending the emails at the right time and right sequence. A nurturing campaign is successful if it engages the prospects and piques their curiosity about the community.
The multifamily lead nurturing sequence we have shared is a sure winner.
In our next article, we will talk about the 0th-hour email and its importance.