14104 new projects in the last 7 days

1982 minutes ago: Two Storey Extension in London ... 2035 minutes ago: Dwellings in High Wycombe ... 2093 minutes ago: Apartments in Barnet ... 2013 minutes ago: 2 Dwellings in Tadworth ... 1991 minutes ago: Conversion to Dwelling in Bude ... 2049 minutes ago: Conversion to Dwelling in Aylesbury ... 1994 minutes ago: Conversion to Dwelling in Newbury ... 1980 minutes ago: Bungalow in St. Neots ... 2078 minutes ago: One Storey Extension in Leven ... 2075 minutes ago: 2 Dwellings in Nottingham ... 2011 minutes ago: Extension in South Croydon ... 2081 minutes ago: Conversion to 3 Flats in Southall ... 2085 minutes ago: Conversion to Holiday Let in Windermere ... 2097 minutes ago: Library in Nottingham ... 2091 minutes ago: 3 Dwellings in Bingley ... 2008 minutes ago: Extension in Cheltenham ... 1982 minutes ago: 9 Dwellings in Birmingham ... 2067 minutes ago: One Storey Extension in Oldbury ... 2062 minutes ago: Conversion to Takeaway in Buxton ... 2040 minutes ago: Conversion to Storage Facility in Elgin ... 2024 minutes ago: Dwelling in Sidcup ... 2091 minutes ago: Shopfront in Richmond ... 2025 minutes ago: One Storey Extension in Croydon ... 2074 minutes ago: Conversion to Cafe in Scunthorpe ... 2036 minutes ago: One Storey Extension in Cheadle ... 1990 minutes ago: Basement Conversion in London ... 2032 minutes ago: 8 Flats in Stanmore ... 2049 minutes ago: Dwelling in Enniskillen ... 2017 minutes ago: 2 Apartments in York ... 2058 minutes ago: One Storey Extension in Coulsdon ... 2078 minutes ago: One Storey Extension in Belfast ... 2084 minutes ago: 6 Dwellings in Orkney ...

How can I increase my mailing response?

Crafting an initial communication to a prospect who is planning an extension or other renovation is more art than science – but these 5 steps should help you maximise any home improver mailing response…

1. Clear Headline Message

Many prospects will have a natural response of scepticism and distrust to unsolicited mail. There will be those who will read the letter with a mind set of “Bin it”! You have probably no more than seconds to capture their attention.

The aim of an envelope is to get the recipient to open it. The aim of your headline message (heading/sub-heading) is to get your prospect to read the first paragraph. The aim of the first paragraph is to convince them to see your call to action (see point 5 below).

Make your headline message clear and simple. Avoid any marketing hype or qualitative bragging!

2. Don’t Oversell

A prospect will not become a customer on opening a letter. Make the aim of your communication realistic. Don’t attempt to sell the final contract at first contact. You want your prospect to contact you, or provide you with the means to contact them - and that’s all – at least at this stage.

To maximise the chances of that response, you need to:

offer something of interest (why this?)

be credible (why you?)

be relevant (why now?)

incentivise a response (why right now?)

Planning Pipe helps you partly answer the why this? and why now? questions… but you need to focus on all questions.

3. Communicate with your prospect

Does your letter read more like advert than a personal communication? If you want prospects to have a conversation with you, you need to start that conversation. But creating a successful dialogue with a potential customer requires some understand of their situation – some empathy.

This means focusing on the interests of your reader. Your letter should convey what responding will do for them – it should not be a monologue about the qualities of your firm or attempt to tell them what to do.

4. Never Underestimate Customer Anxiety

You know how good you are. Your prospect has no idea - but probably won’t believe you if you try too hard to persuade them. Do all you can to reduce their anxiety. Third party testimonials, trade accreditations and specifics will always perform better than subjective, unspecific and unsupported claims.

You need to be simple and clear about why they should contact you. You need to focus later on in the sales process why they should choose you over anyone else. But never lose sight - at any stage – that the customer has anxieties throughout the process.

5. Clear Call to Action

Your prospect may see what you have to offer as relevant and timely. They may view you as a credible prospect for them. But unless you make it clear what the next step is and why there is realistic urgency, then you may well lose them as a prospect.

If you can incentivise that response and/or incentivise a response in a given time-frame, your response will be improved.

And finally….

Crafting the right approach is an art not a science. There is no single templated correct approach, but avoiding some common pitfalls and following some of these simple guidelines for an initial mailing should help boost your response.

Planning Pipe provides cost-effective construction project leads and planning information to the UK construction industry.

Get your 10 free leads