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Top Builder eFlyers for April, 2017

Posted by:BDX Connect Team | Posted on: May 16th, 2017 | 0 Comments

From our eFlyers sent in April, we chose several campaigns that implemented design best practices which allowed them to stand out and perform better in open and click rates. To get a sense of what made these campaigns successful, we present you with the top 5 for this month below. As always, we would love to hear your comments regarding this information. Please email us at connect@thebdx.com with any feedback.

#1 - Toll Brothers - National Sales Event - Denver Subject Line: Don't Miss Our National Sales Event - April 8-23, 2017!

This eFlyer was sent out for a National Sales event to multiple markets, however they did small changes on the artwork to personalize for each area. The design is clear and easy to read, emphasizing the name of the event, the date and a main idea (be able to personalize the home).

#2 - Quarterpath - Williamsburg Subject Line: Quarterpath. A new community designed around total wellness.

On this eFlyer, Quarterpath used one of our proven templates, with a personalized newsletter style around their main concept of wellness. The photo selection also helps to highlight the community's lifestyle.

#3 - Ashton Woods - Phoenix Subject Line: Save Now on Quick Move-In Homes

Ashton Woods caught readers’ attention with a well-thought design on this Phoenix Division eFlyer. They start with an inspiring image, followed by a header that adds valuable content for the recipient and then a clear call to action that is placed near the top.

#4 - Centex - Killeen Subject Line: Join Us for a Realtor Happy Hour at Pluckers 4/26!

This eFlyer by Centex in Texas let the recipients know exactly what to expect once they opened the email, an invitation to an event (Broker Happy Hour) thanks to the use of a good subject line that grabs the attention quickly. The content used a clear and basic image to describe the event tied with a good use of color and also a selected list of inventory homes.

#5 - Brookfield Residential - Travilah Station Subject Line: You’re Invited: Travilah Station Realtor Lunch on April 27

Brookfield Residential emphasizes the idea of townhomes, location and price, followed by a rendering that gives a better idea of the community. They have included a gift card offer and the commission rate that agents will receive, and a longer design with large buttons that easily adapts for smartphones screens.

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Top Builder eFlyers for March, 2017

Posted by:BDX Connect Team | Posted on: April 11th, 2017 | 0 Comments

From our eFlyers sent in March, we chose several campaigns that captured open and click rates up to 40% higher than our averages to get a sense of what made these campaigns successful, and the results are below. As always, we would love to hear your comments regarding this information. Please email us at connect@thebdx.com with any feedback.

#1 - GL Homes Subject Line: Attend Havana Nights March 16th at The Ridge at Wiregrass Ranch

Here’s a sample of a successful campaign by GL Homes that first grabs the attention with pertinent information on the subject line, providing the "what, where and how" in an effective way. It then leads into the flyer that has an inviting and attractive design complementing with additional details and a direct link to the RSVP which generated and important open rate.

#2 - East West Communities Subject Line: Founders Pointe REALTOR® Luncheon, $500 in Cash Prizes

This eFlyer by East West Communities proves that a notable campaign starts with a great subject line. The flyer announces an event at the Founders Pointe community, but it provides the recipients with a good reason to check the flyer: it advertises a cash prize. The design is coherent and welcoming with an interesting use of fonts that are well-thought-out and that makes it quite visible on a small mobile screen, highlighting all the relevant information and reinforcing the benefits for the attendees.

#3 - Taylor Morrison Subject Line: Exclusive Agent Event at Esplanade Lakewood Ranch Garden Condos

Subject lines have to be speak directly to their intended audience to get the most attention, that´s exactly the case for this Taylor Morrison eFlyer when using the wording "Exclusive Agent Event" as well as the light and bold font variants for emphasis and impact, such as the contact methods regarding the event, an easily accessible call to action for recipients.

#4 - Classic Group Subject Line: Take Your Clients to Anne Arundel County’s Most Significant New Home Community - Two Rivers

This is a great example of a visually attractive design, using an artistic pop of color to catch agents' attention while also being easy to read and understand. At the bottom, they clearly define the difference between their Active Adult and Single Family communities with colored blocks and call to action at the bottom of the e-flyer.

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Top Builder eFlyers for February, 2017

Posted by:BDX Connect Team | Posted on: March 10th, 2017 | 0 Comments

From our eFlyers sent in February, we chose several campaigns that captured open and click rates up to 40% higher than our averages to get a sense of what made these campaigns successful, and the results are below. As always, we would love to hear your comments regarding this information. Please email us at connect@thebdx.com with any feedback.

#1 - Turner Hill Subject Line: You’re Invited to Lunch at Turner Hill

Emails should be easy to read, providing a flow that can allow openers to understand your message. Using fonts with different sizes, like this Turner Hill eFlyer, will help readers identify the most important content within the email. For events or invitations, the where (location) and when (time and date) should stand out from the rest to catch the recipient’s eye.  

#2 - Millennium Tower | Boston Subject Line: This is one of only 11 in existence

The design on your eFlyer needs to reflect the style of your community, and here is a great example of a clean and well-balanced design that proves that less is more. Millennium Tower goes with a minimalist and elegant style for the eFlyer that goes along to showcase a unique view from one of the residences using a gallery-like design. The headline, description and contact information are all centrally focused and the bold text  highlights the important details in a subtle way, overall, the entire email becomes an attractive call to action.

#3 - LStar Ventures | Grande Dunes Subject Line: Exquisite Home for Sale in Grande Dunes

Personalization is a key point when trying to reach your agents. Having a specific sales person that they can contact will trigger readers to contact you for more information. In this LStar Ventures email, the information of the sales agent is provided in an easy to read format. Make sure an email address and phone number are provided when creating your email design.

#4 - NVP | Stone Crest Subject Line: Move up to a new home at Stone Crest, Warrenton VA

Use colorful and eye catching images at the top of your email flyer, and set them up as links to more images and references to your community or home being advertised. Less is always better, and this also applies to the photographic assets within the contents. Make sure to select the ones that will associate to the message being delivered, like in this NVP eFlyer when the photos used match the content.

#5 - BNE | Pearl River Subject Line: Earn One Month's Commission at the Club at River Pearl!

Make yourself contactable. Include a phone number, email address, mailing address and your home page so your agents have multiple ways of getting in touch and take your clients to the sponsored community. Have all these options work as clickable links so it's easier for them to take action on the first step to visit your community.

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Top Builder eFlyers for January, 2017

Posted by:BDX Connect Team | Posted on: February 9th, 2017 | 0 Comments

Email marketing new home construction to real estate agents is a very unique breed of communication, with complex and sometimes confusing methods to reach success. Performance from campaign to campaign can vary dramatically, with top eFlyers driving 3 times the open rates of less successful ones. Therefore, it's important to examine what makes a successful email campaign to ensure the best return on your advertising investment! The BDX Connect team delivers hundreds of email flyers to real estate agents across the country each month, helping home builders to promote their communities, co-broke specials, and agent events to this very engaged audience. As a new effort in 2017, we've decided to begin sharing this information on our blog so you can benefit from our team's expertise on this very specific type of marketing. From our eFlyers sent in January, we examined several campaigns that had open and click rates up to 40% higher than our averages to get a sense of what made these campaigns successful, and the results are below. We will continue to post our findings through 2017, and love to hear from you regarding this data! Please email us at connect@thebdx.com with any comments.  

#1 - LStar Management | Grande Dunes Properties Subject Line: Grande Dunes Properties For Sale

The first thing you see in any email is both the Subject Line and From Name, so we must make sure they will provide information to the receiver that will invite them to open and read the content of the email. The "From Name" must be easily identifiable by your agents, which helps avoid the email being sent directly to the spam folder or ignored, so we recommend using the Company or Community name as seen in the examples throughout this article. The Subject Line is another click-to-open item to consider, so it's best to summarize the main content of the email in 50 words or less so readers know what to expect from it. Citing the benefits within the body or rephrasing the company or community's name is another best practice to consider.

 

#2 - Granville Homes Subject Line: Real Estate Sales Agents Wanted!

When opening the eFlyer, agents will decide rather to read the content or not based on the email's main image or header, which serve as the introduction of our eFlyer. We advise to use clear text that will contrast the selected photo to catch the eye's attention, or a big, outstanding font if no illustrated source is used. If there is any promotion or benefits included in the contents, naming them in few words will also invite them to read more to learn how they're able to achieve these. The image should represent the community or body of the email, and it should work as a link so that agents can click and open to see more photos related to the one being displayed.

Less is more when it comes to the header, so try to only include "who", "what", "where" and "when" in this first section. All further details can be described below in the body of the email where agents can get more information if interested.

 

#3 - M/I Homes Columbus Subject Line: Updated Move-In Ready Inventory for M/I Homes

Another important aspect to take into consideration while setting or designing an eFlyer are hyperlinks. Links can be found in images or text, but it's important to let the customer know these are click-through items. Selecting a different font color, underlining or bolding the text,  and/or adding text to the image to invite the agents to click on it are some ways to achieve this.

Also, M/I Homes' inventory eFlyer demonstrates that the size of the email doesn't really affect it's performance thanks to a clear subject line and from name and a summarized header that gives information of the content that follows. The body of the email contains information of the available move-in houses in a constant and easy to read format.

 

#4 - Pulte | Centex Killeen Subject Line: 5% Broker Bonus at Killeen and Temple Communities thru 1/31!

The "Call-to-Action" or CTA button is one of the most important elements within an eFlyer. This is the button that invites the agent to learn more about your community, RSVP or register a promotion. The button must use bright colors and clear text to stand out from the rest of the content. Also, try and avoid including it in the main header so the agent can read more about what you're trying to share with the eFlyer; but always include the main link in the main image.

 

#5 - Toll Brothers - New York Subject Line: Your clients can enjoy special new year's savings on a new home!

Design is also important. Bright colors will guide the reader where to read first. Font size will dividing the different sections on the content so the reader is not confused or lost.

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