Ok, maybe what I should have said is "nobody wants to read your newsletter if it's a boring collection of complicated statistics and boring real estate news updates." 

Yes, I am aware that you are in the real estate profession and therefore want to impress upon your contacts (your newsletter recipients) that you are the real estate expert in your area and you know everything there is to know about the local and national markets.  The problem with this approach is that it serves your ego more than it serves your audience.  Think about this analogy:  you want your insurance agent to know everything there is to know about available insurance policies, insurance laws, etc.  However, if he were to send out a newsletter looking like it was written by actuaries and underwriters, would you really read all that boring insurance stuff?  Probably not.

The same principle applies to real estate newsletters.  You have to make them interesting and diverse enough to keep the attention of the readers who aren't currently buying or selling.  Have several different sections, some directly relating to real estate, some about the local community, and a few non-real estate realated sections just for fun (hey, even the Washington Post has the comics!). 

Remember, the point of sending a newsletter or enewsletter is not to convince people that you are some kind of dry statistics guy.   Instead, treat it like any other emarketing campaign that you run:  The point is to keep you in front of your clients so when they are ready to buy or sell, they think of you first!

Stay tuned for my "Top 5 Newsletter Sections to Interest Any Audience"!

Meghan Mullee
Real Estate Business & Marketing Consultant
The Next Level Agent

 

 

15 Comments on Nobody Wants to Read Your Newsletter

Meghan - My monthly newsletter is full of recommended restaurants in the area, real estate related cartoons, a Top 10 list that pertains to real estate, a featured property of the month, a personalized welcome from me each month, an article from a lender (a real one not a canned one) and then 3 articles on news such as Eco Tips, etc.  I started over a year ago.  After the first two months I questioned whether it was worth it - YES IT IS!!!  Keep it personal - that's what works for me.

01/23/2008 08:30 AM by Leesa L. Finley, REALTORĀ® (Circa Properties)


Very good information here. I have rad several boring nesletters and thought to myself "What was the point of this?"

01/23/2008 08:48 AM by Canton Georgia Real Estate--- Dwayne West (Atlanta Real Estate)


Your next topic should be, "Nobody wants to ready your blog."  We might all benefit from your great ideas.  Thanks for you post.

01/23/2008 08:52 AM by Renee Stengel, Westchester County (Houlihan Lawrence, Associate Broker)


Great topic!  I'm constantly telling clients that using canned newsletters defeats the purpose because they are boring and no one wants to read them.  Thanks for this!

~Renae - Market 4 Real!

01/23/2008 11:09 AM by Renae Bolton ~ Marketing 4 Realtors (Marketing 4 Realtors, LLP)


Leesa- Great tips!  You MUST keep it personal!

Dwayne- I bet you never read those boring newsletters again!

Renee- LOL I like your new topic idea.  Look for it soon!

Renae- I'm not a fan of canned newsletters either.  What if you started paying a company to write your blog?  People can tell the difference between creative and generic!

01/23/2008 11:50 AM by Take 5 Team (Take 5 Team, Illustrated Properties)


Meghan - Of course, another timely topic from you!!  I would expect nothing less.  Good ideas and I also say keep it short!  Short articles like your TOP THREE TIPS! Definitely include pictures and clip art.  Everyone loves to see pictures and it keeps their attention!  Of course, I would love to always include my picture....hmmm.....maybe not a good idea.  Or I could have a different action picture each month.  Me at an open house, me on the phone, me at a garage sale, me on line at the post office.  ha ha ha...They all see may face enough!  I am keeping my New Year's Resolution and reading all of your posts!  Diane Lombardino, Realty International, Oceaqueen 

01/23/2008 01:16 PM by Diane Lombardino (Bluffs Real Estate)


Meghan

Newsletters are great if you have the right content and have it systematized so that it doesn't drain you of your time. One note you should only sent these to people you have a phone number to and can call them.

01/23/2008 01:40 PM by Gary J Rocks (Sussex County Real Estate)


Great topic Meghan!  You are so right, and I try and tell my own agent clients this all the time.  They sometimes want to pack in all these numbers, but who is going to read through all that? Consumers have short attention spans and unless you give them something they really want to see or something that entertains them a little, in the trash it goes.

01/23/2008 03:36 PM by Megan Barber, Real Estate Virtual Assistant (Barber Virtual Assisting Solutions, LLC)


Great post.  I send out a newsletter and I include such things as tips for improving their home, their lives, and pocketbook.  I get great response from my readers

01/27/2008 04:55 PM by Bronson Barber (Utah Select Realty)


Meghan - I couldn't agree more.  My #1 problem with canned newsletters is that they are boring. Who wants to read those statistics week after week?

01/28/2008 06:33 AM by Jackie - Mortgage Virtual Assistant (Close-More-Loans.com)


I've been wanting to start a newsletter but would like to find one that has a template I can customize (read personalize).  Trying to put one together completely, I feel would take a considerable amount of time I don't necessarily have.  Especially now that I'm breaking into this blogging game. Where do you guys come up with the time & creativity?

01/29/2008 07:35 PM by Kathy Anderson of KenMeadeRealty - Located in the heart of Sun City Grand (Ken Meade Realty)


Thank you Meghan that is why when i write my newsletters they are one page and very quick and to the point like a newspaper articlem, if they want more information they can than read my website or call me

kathleen

01/29/2008 07:56 PM by Kathleen Melincavage (Mellman and Jukel Realtors)


Thanks for your views on newsletters.

02/09/2008 06:10 PM by George Jordan (Red Soil Real Estate Inc.)


I used to do newsletters but found that no one read them...no matter what they said.  No one really has the time anymore.

02/09/2008 06:31 PM by Tina Merritt - Virginia Beach Real Estate (Long & Foster Oceanfront - Virginia Tech Hokie)


Great post. Thanks for the info!

02/10/2008 09:00 AM by Bryce Fuller (RE/MAX North)


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