Sending real estate newsletters to past and prospective clients can be a fantastic and inexpensive way to build and maintain strong client relationships. By taking the time to develop an effective email marketing strategy — and saving time by using a professional email newsletter tool — you can grow your real estate business with a few clicks of your mouse.
Here are a few tactics any real estate professional can use to create an email newsletter.
What to include in real estate newsletters
Your newsletter should hit three main targets:
- It should be filled with useful content.
- It should be short and to the point.
- It should have at least one entertaining element.
You might include the following types of content in real estate newsletters:
Market stats and mortgage rates
Past, current and potential clients want to know what’s going on in their real estate market. Don’t make it complicated, though. Keep it brief and communicate in layman’s terms when sharing up-to-date information about average sales prices, market conditions, average length of time a piece of property stays on the market before selling, etc. Prospective buyers also might want insight into interest rates for potential mortgage loans.
Showcase a few new listings that are currently available. If you don’t have any listings at the moment, partner with another real estate agent in your office to help promote their hot listings.
Something fun or even silly
Remember that element of entertainment I mentioned? This can be a link to a DIY project for the home, a summary of decorating tips, an amusing story about a home purchase, or even a cute photo of a pet in their new home.
Bonus points if you entertain them enough that they forward the newsletter to someone else!
How much time should you spend creating real estate newsletters?
Many real estate professionals don’t send out monthly emails because they are under the misconception that creating the newsletter will take hours out of their day. To save time, consider using an email program with a template that makes it easy to create a newsletter in less than an hour. Your first newsletter might take you a while, but once you have a general idea of the type of content you want to include, all you’ll need to do is drag and drop, or copy and paste, into your template. Then, you can schedule it to be sent out at a later date or send it right away.
Where to get your newsletter content
If your company produces a weekly or monthly blog (which it should, by the way), you can pull content from there for real estate newsletters. It’s easy to tease a compelling blog post, with a related image, in your newsletter, and link back to the blog for the full scoop.
Alternatively, you can summarize relevant real estate news articles, and then link to those. For example, let’s say Forbes releases an article on real estate trends. The content in your newsletter might look like this:
Forbes Magazine reported that the market is hot for buyers right now. Interest rates are down, sale prices are down, and this is the perfect time to buy if you have been considering purchasing a new home for your family. Click here to read more.
That’s it! Easy, right?
Additional places to source content include decorating websites like Houzz or DIY Network, current and past clients, a fellow agent or your corporate offices (if you’re part of a larger real estate firm).
Additional details to consider
Now that you have plenty of ideas for your newsletter, here are the extras that can give you huge results.
1. Make sure your newsletter has plenty of quality links
Consider the following:
- A database of available homes for purchase.
- Where to go for decorating tips.
- Things to consider when selling or buying a home.
2. Make sure your contact information is easy to find
Your email, phone number, website and address should be easily visible at the top and/or bottom of your newsletter. It’s also not a bad idea to mention your email address or phone number once or twice throughout the newsletter with a caption that says something like “Need more info? Call me at …” or “Have questions? Email me at …”
3. Don’t email your list too frequently or too infrequently
The good news is your audience will tell you if they feel you are emailing too often. Find the right time for your subscribers, and stick to it. Consistency is key. Start by sending real estate newsletters once a month and when you have big news.
4. Make it easy to subscribe to and unsubscribe from your newsletter
I know you don’t want people to unsubscribe, but you should still make it convenient to do so. This is an added benefit of using an email program like GoDaddy Email Marketing. Not only do email programs make it easy to unsubscribe with a single click, but many providers also include a survey asking why people chose to leave. You can use this information to determine what changes, if any, you need to make within your newsletter.
5. Include a call-to-action
People work best with instructions. If you encourage them to forward the email to friends and family who are looking to buy or sell, they are more likely to do just that. Or if you say “call for more information” and list a phone number, the odds of receiving return correspondence increase.
Real estate newsletters don’t have to be hard. And with this insight on how you can quickly and easily produce one for your firm, you should be on the right track. With any luck, you’ll have higher open rates, more subscribers and more commissions in no time.
Also published on Medium.