Residential Remodeling Firm Undergoes Email Marketing Renovation
Home ownership is a labor of love. And while an abode provides shelter, comfort, and joy, it can also pose challenges—especially when your family outgrows your space. What used to be a source of security now feels like confinement. And for people who love where they live, this is a real problem.
As residents of Atlanta for over 30 years, Intown Renovations Group (IRG) knows what it’s like to have deep roots. A residential remodeling firm that helps intown Atlantan families transform the homes they have into the homes they want, IRG rescues their customers from needing to move out of their beloved neighborhood.
They Hit a Wall with Their Marketing Strategy
IRG was founded in 2003 by Barry Wright with the idea to provide high-quality renovation services in a communicative, responsive manner for his neighbors. By assigning every client a project manager in addition to a field superintendent, IRG took pride in providing what their industry often lacks—care, concern, and undivided attention.
However, in their determination to provide customers with the best possible value for their exceptional work, IRG chose not to advertise. Instead, secure in their belief that their work spoke for itself, the remodeling firm focused on generating business from word-of-mouth referrals only. Despite getting well-deserved rave reviews from their customers, IRG wasn’t getting the new business they merited.
They Needed to Build Confidence with Email Marketing
Although IRG had an email list with over 1,000 subscribers, they weren’t leveraging the power of email marketing. When Barry realized it was time for an update, he made an appointment with Email Broadcast.
After learning about their many satisfied customers, along with their impressive database, the Email Broadcast team devised an email marketing plan to put IRG’s house in order. Since Barry had already created a lead magnet designed to capture the attention of web visitors, Email Broadcast was able to quickly build a sales series on his existing framework.
We Hammered Out a Digital Marketing Strategy
Together, we identified the following goals for launching IRG’s automated marketing campaign:
- Mine the customer database for jobs by reaching out to past customers, former leads, and networks of previous clients.
- Convert more traffic into contacts by optimizing the placement of their website SuperCollector™.
- Build brand identity through homeowner testimonials and before-and-after photos.
- Create a sales series to deliver the lead magnet through a customized, branded template.
- Craft a follow-up series to connect with clients after a quote, clarify the next steps, and highlight IRG’s competitive advantages with satisfied customer reviews.
Within weeks, and after some careful collaboration and instruction, IRG’s digital marketing campaign was underway.
Results Worth Shouting from Rooftops
The results have plenty of curb appeal. The average open rate on their welcome series is 71% and their average click rate is 13%. Not only that, their broadcasts enjoy an open rate of 44% and a click rate of 3%—a nice supplement to their referral-only business strategy. IRG’s email marketing is opening doors to more satisfied customers.
“I’m impressed with Email Broadcast’s ability to craft my emails with excellent research and minimal instruction, as well as tune into my voice to reflect how I would speak to my customers perfectly. New subscribers and my current customers are highly engaged with the email like never before and I appreciate being able to hand off my email marketing efforts to a team of experts so I can concentrate on what I do best.”
–Barry Wright, Owner, Intown Renovations Group
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