Reap the Rewards by Staying In Touch
The Opportunity:
Having 250,000 registered visitors and the best website in the stock house plans industry didn't mean customers would visit regularly. And visiting regularly was an issue. Finding and buying the right house plan is a multi-month, complex decision. Keeping close to customers and providing consultative expert support during this decision making process is critical to getting the order.
The Solution:
A monthly emailed newsletter with content about only the top five topics customers shopping for house plans would care about. Research was performed to validate these topics. Sources for the content were developed and very creative and entertaining ways of delivering the content were used. Professional copywriting and stellar images were critical to success. A rolling 6-month editorial calendar was maintained to allow enough lead time for the best creativity. Engaging the customer on topics ahead of the purchase decision was key. Hard offers were kept to a minimum.
The Results:
Houseplans.com become a trusted source of valuable information regarding finding the right house plan and answering the top questions related to building a new home. When it came time to purchase the house plan, Houseplans.com was the logical, trusted source. Visitor to purchase rates went up and customers purchased sooner.
