4 Essential Emails Home Builders Should Send

The reports of email’s demise have been greatly exaggerated.

Even with the rise of social media, email marketing can be the most impactful marketing channel. It allows builders to build relationships with potential homebuyers, current prospects, and even homeowners at a time that’s convenient to them. It’s the only channel where you don’t have to worry about the nefarious effects of a mysterious algorithm or be forced to “pay to play” for reach.

Smart home builders can capitalize on having direct access to prospects by developing a strong email marketing strategy to guide the types of content they create. Since buyers are in different stages in their home buying journey, it’s important to create email messages that speak to each phase.

Here are four essential emails home builders should be sending.


Welcome emails are your first chance to make a great impression on new subscribers. They are your first opportunity to begin building relationships with your home buyers. Use one to thank them for signing up, introduce yourself, and set expectations of what they can expect to receive from you and how often. You can also offer other ways for homebuyers to communicate with you: invite them to interact with you through your social media channels, and include a link to your blog as well.

Welcome emails should be sent within 48 hours of a prospective home buyer completing a form on your website. Creating an automated responder will make sure these emails are sent.


Developing relationships with realtors is a win-win. Not only do you make their jobs easier by providing information they can share with their clients, but you also create goodwill that can translate into more sold homes. These emails can demonstrate what sets your homes apart from other builders and reinforce the benefits of new construction homes over a resale. Here are some additional ideas of emails you can send realtors:

  • Announce new and upcoming communities and additional phases
  • Promote special offers and incentives
  • Invitations to realtor-only special events, tours, and open houses
  • Share new floor plans and options for customization


Newsletter emails build awareness of your communities and new homes with the intent to get prospects to take the next step with you, whether that’s contacting a sales counselor to set up an appointment or coming into the sales office. Here are some emails you can send:

  • Model or community grand openings
  • Announce new communities, new phases, or lot releases
  • Promote specific inventory or quick move-in homes
  • Introduce new floor plans
  • Promote special offers and incentives
  • Introduce new features and tools on your builder website


You’ve successfully converted a prospect into a buyer. Congratulations! Now it’s time to transition into a customer-retention series. Remember: word of mouth is still reliable and impactful. Don’t overlook this group of people because they’ve already purchased a home. Maintain the relationship by sending periodic emails to help them get the most out of their new homes. This can be especially helpful for first-time homebuyers!

  • Provide home maintenance tips or how to contact your warranty department
  • Share blog posts about home décor, organization, or other home life subjects
  • Encourage homeowners to provide referrals (if you have an established referral program, now is a great time to introduce it!)

Home builder email marketing

These essential email marketing topics will help you create targeted messages that will engage homebuyers at every stage of the buying process.

If you need help developing or managing an effective email marketing strategy, give us a call. Schedule a consultation to see how we can help upgrade your email marketing.