A real estate newsletter is a time-tested way to keep in touch with your past clients and prospects. A well-crafted real estate newsletter helps to build relationships, demonstrates your expertise as the go-to real estate agent, and generates ongoing referral business.
While there are plenty of ready-made real estate newsletters that you can buy, most will hurt your business more than they’ll help. They’re simply spam unless they come directly from you and show your knowledge, skills, and personality. But, don’t fear. You can write an effective real estate newsletter fairly easily with the tips below.
Why Create a Real Estate Newsletter?
A newsletter provides you with the opportunity to stay front of mind with your sphere of influence. A great real estate newsletter will . . .
- Show your expertise as the go-to agent for your market
- Demonstrate your local knowledge
- Provide insight into who you are and how you work
- Will be relevant to your audience
One of the biggest mistakes that I see with real estate newsletters is that they don’t build relationships. Most real estate newsletters are nothing more than a list of homes for sale. These “newsletters” get very low open rates, and are often marked as spam, since they don’t offer anything of value to the recipient.
What Makes a Great Real Estate Newsletter?
A great real estate newsletter will entertain or inform the reader. It will include local information and allow you to share your expertise. As a general rule your newsletter should also be short and easy to read. A great real estate newsletter doesn’t need to be complex, but it does need to be sent out consistently.
A great title is the most important part of the newsletter. This is especially important if you’re creating an email newsletter. Titles such as “Monthly Real Estate Report” or “Weekly Market Re-Cap” don’t get opened. In fact, these will often go directly to spam folders. A simple title change to “How’s the Real Estate Market in X Neighborhood?” will get a much higher open rate.
What To Include
Your newsletter should include 2-3 topics. People won’t read much more than that. The topics that I’ve found the most success with are:
- Upcoming Local Events
- Favorite Local Restaurants
- Things to Do in the Area
- Profile of a Local Home Service Business (ie, Plumber, General Contractor, Electrician, Landscaper)
- Brief Local Real Estate Market Update
- A Success Story of a Recent Sale
By sharing your local knowledge and expertise you’ll build relationships with your audience. That earned trust will help establish you as the go-to Realtor when it comes time for them to buy or sell a home.
How to Write Your Real Estate Newsletter
Your newsletter needs to be sent out consistently in order to be effective. It’s not uncommon for real estate agents to get busy with other activities and stop sending the newsletter out. Make a plan to keep it consistent. You can also hire a real estate writer to write the newsletter even if they’re not local.
If you’re sending your newsletter via email then I recommend using MailChimp or a similar email marketing platform. MailChimp let’s you create templates for your emails and provides stats on open rates so you can see what’s working and what you can improve.
Get More Info
If you’d like to discuss your email newsletter strategy please contact me and we can set up a call to discuss your current email marketing and how it can be approved. If you haven’t yet set up an email marketing campaign we can discuss what to include, how to use email marketing tools, and how to get people to sign up for your newsletters. It’s a free call with no obligation. If you’d like to chat, please email me at email@example.com.
You may also be interested in How to Write a Realtor Bio for New Agents.
Jon Paul Miller
Digital Marketing for Real Estate Agents
Jon began his career as a Realtor in 2010 and has used digital marketing to build his business since then. In 2021, Jon started helping other real estate agents build their businesses through digital marketing. For more information and to keep up with the latest marketing tips and info, join Jon’s Digital Marketing for Real Estate Agents Group on Facebook.