The In’s and Out’s of Newsletter Marketing

Newsletters are a very effective method of marketing that many real estate agents use. However, the success of your newsletter depends on its content, relevance, and timeliness.

Newsletters allow you to keep your business’ name known within your sphere of influence, and former, current, and prospective clients. You can also control the content and the editorial feel of it, which will encourage engagement. Things to include in your newsletters include:

  • Delivering your message concisely.
  • Providing relevant information to your clients.
  • Demonstrating your expertise.
  • Reinforcing your brand.
  • Originality.
  • Easy readability.

If you are short on time, you can consider using a third party to distribute monthly, canned newsletters. These would be more generic, but you can still provide your name and brand.

Statistics show that nearly one-third of all e-newsletters are opened within the first two hours. Additionally, the best times to distribute your newsletters are Sundays and Mondays.

5 Tips to a Successful Newsletter

  1. Make the newsletter relevant to them.

Frankly, your clients are more interested in themselves than they are to you. Think

about topics that would be beneficial to them. Perhaps consider writing about how

your services can help rather than just listing them out.

  1. Be useful.

Write articles that are useful, whether that be to entertain or inform. This will engage your clients and make them look forward to your next newsletter.

  1. Be consistent.

Relationships are built over trust and trust is developed over time. In order to see the benefits of newsletters, send them regularly.

  1. Be honest.

Provide accurate information to your clients so that they trust you and your business.

  1. Be positive.

Include upbeat and positive information in your newsletters. Your clients will be more likely to read content that provides good news over bad.

Possible Newsletter Topics

  • Current market statistics – Average listing and sale price, number of homes listed for sale, and average days on the market.
  • Case studies – Case studies provide your clients with valuable and specific experiences that they can take information from.
  • Advice column – If time permits, have a column similar to “Dear Abby” using real questions from your subscribers.
  • FAQ (Frequently Asked Questions)
  • Editorials
  • Recently sold properties
  • How-to’s – Your subscribers will value instructions that will help them carry out a task.
  • Calendar of events – List local events that may be of interest to your clients.
  • Testimonials – Share your clients’ thoughts and experiences working with you.

Leading Electronic Newsletter Service Providers

The following are a list of popular electronic newsletter service providers; however, they simply provide templates so you must write the content.

  • Mailchimp
  • Constant Contact
  • Aweber
  • My Emma
  • iContact

Keep your newsletters simple. This will make it easier for you to stay consistent and build your subscriber network.

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