What Makes a Real Estate Newsletter Effective?

By
Real Estate Technology with Chime

 

Hey Activerain! Thought I would share with you some more email content for inspiration to shake any writer's block. If you have any questions or would like to see some examples in context, feel free to reach out!

Let's get started.

If home buyers and sellers are researching the market on top-rated sites like Zillow, Trulia and Realtor.com, how can you keep them interested in you, your services and your brand? Engaging with your clients through email is a great way to start. Deliver a timely, helpful and informative real estate newsletter with these five key ingredients.

A McKinsey & Company survey found that email marketing is 40 times more effective at converting customers than Facebook and Twitter combined. Social media can help you build a brand and drive newsletter sign-ups, but a strong newsletter will help convert your prospects into clients who buy and sell real estate with you.

1. Work the Backend with Personalization with Automation.
Experienced realtors separate their email newsletters into two primary audiences: Buyers and Sellers. Although both lead types require a unique content and email copy for effective lead nurturing, both lead types will always respond best to a touch of personalization through automated email marketing tools.

Personalization and automation are easy with the use of a real estate CRM. Modern CRMs have a email drip campaign features built right in, allowing you to create emails for prospective buyers and sellers that can go out at a moments notice.

Learn more about the powers of email drip marketing.

2. Offer Value, Every Time.
Your email newsletter should offer something of value each and every time. If you’re still sending out newsletters that have “Just Listed” and “Just Sold” updates, the 1990s are calling and they want their newsletters back!

Here are a few examples of value offers for your seller newsletter recipients:

  • For buyer leads: Offer personal recommendations for inspection companies who can help them dive into every nook and cranny of their home to find potential deal breakers.
  • For seller leads: Send market reports which will answer one of the most commonly asked questions – Is now a good time to sell? Market reports will not only provide tangible value, it will also establish agency as a local market expert.
  • For buyer leads: Offer an appointment to look at competing listings that are for sale in their area.
  • For seller leads: Help sellers discover the best remodeling “bang for your buck” with insightful content that outlines which home improvements drive the best value.

3. Redirect Readers to Your Website.

Outside of a strong call to action, you should always be driving traffic from your email newsletters back to your real estate website. Referral traffic from your email newsletters great for SEO!

For example, instead of packing property listings and market information into your newsletters, put it on your website. Your site should syndicate MLS listings and neighborhood data through an IDX feature, and your blog should provide new market information.

4. Offer a Mobile Tool.
According to the Pew Research Center, 77 percent of Americans own a smartphone. If you’re a member of a large brokerage, inquire about personalized apps for agents. If you don’t have access to a personalized app, most IDX websites are mobile-friendly. Dress up the description and invite prospects to use your website on their phones and tablets.

5. Include a Strong ‘Call to Action.’
If a prospect is reading an email on a phone, your email is competing for their attention against restaurant meetings, family time, text messages, etc. A hyperlink to your contact page is not a strong call to action!

Check out MailChimp’s excellent CTA Design Guide to help you implement a winning CTA strategy into your newsletters.

Bonus Tip!
If you are dying for inspiration for your real estate email newsletters,

Attractive and mobile-friendly real estate newsletters offer bold headlines, a few introductory sentences and a “read more” option that sends readers to a website, like this example from GetResponse.

 

Learn How to Use a CRM to Run Effective Email Marketing Campaings!

Before you go, all of us from Chime want to give you two free special gifts: A free infographic and our free ebook "A Real Estate Guide to Saving Time and Money with Sales Automation." Armed with our content, you'll learn how the right real estate CRM will work for you on the backend by automating both mundane and time-senstitive tasks. Download both today! 

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Rainmaker
2,969,250
Dorie Dillard
Coldwell Banker United Realtors® ~ 512.346.1799 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good morning Zachary Foisie ,

Welcome to Active Rain! Your post is excellent and congratulations on a well deserved featured post. Great tips about newsletters. If you're not doing one you should be and you've given us some excellent information.

Mar 08, 2017 04:35 AM #2
Rainmaker
565,996
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Zachary Foisie - Excellent post - You offered us something!  Information on making our newletter great!

Mar 08, 2017 05:21 AM #3
Rainmaker
1,766,408
Andrew Mooers
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

The newsletter like anything you do in marketing has to be worthwhile, time, money or both saving. The two prong approach with buyers and sellers on different sides of the gym is fine. But one camp understanding what is going on behind the eyes, between the ears of the other helps understand the process. They are all partners in the process as we REALTORS herd them from the listing down the trail to the real estate closing. Make the newsletter not sound like one... people don't converse in the abstract or lofty... make it down to Earth friendly, easy to follow to stay engaged.

Mar 08, 2017 05:37 AM #4
Rainer
3,780
Ricky Wiggins
Keller Williams - Cornelius, NC
Residential Sales

Great stuff here...and yes always giving from a contribution side!

Working now for a campaign. First in mind, and best business pratice.

 

Thanks

Mar 08, 2017 08:54 AM #5
Rainmaker
698,106
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

Consistency.  Some take local ads coupons to get people to show locally and keep the paper and name.

Few are deligent as it is time consuming.

Mar 08, 2017 10:15 AM #6
Ambassador
1,006,167
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

You hit on the most important parts and this is a great primer on newsletters.

Mar 08, 2017 10:43 AM #7
Rainmaker
876,919
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

Get Response looks like it's well priced - just a little more per month than my current vendor.  I will check them out - I'm only interested in writing my own articles.  Thanks for the tip!

Mar 08, 2017 11:13 AM #8
Rainmaker
606,118
Morgan Evans
Douglas Elliman Real Estate - Manhattan, NY
LICENSED REAL ESTATE SALESPERSON

Great advice, having an effective newsletter is a very valuable marketing tool.  

Mar 08, 2017 12:29 PM #9
Rainmaker
222,262
Melissa Jackson
United Country Real Estate FW - Fort Worth, TX
REALTOR® Matching Buyers & Sellers

Thanks for pointing out a few features and ideas that would be  great resources for a newsletter.

Mar 08, 2017 08:02 PM #10
Rainer
21,225
Steven Johnstone
stevenjohnstone.com - Boise, ID
More money. Fewer hours. Better Clients.

Yeah, good stuff here. It leads naturally into a discussion on where the newsletter sits in the bigger "lead generation picture" for real estate agents. As we all know the newsletter plays the supportive role, she's not the leading lady! I place the newsletter in what I call "Your B-List Strategy". Of course, you've got to have an A-List strategy too. Well done, Zachary. Love your work!

Mar 08, 2017 09:52 PM #11
Rainmaker
214,954
Victoria Henderson Marshall Henderson
Buyer's Edge Company Inc - Bethesda, MD
Real Estate for Home Buyers with Buyer's Edge

Perfect timing Zachary Foisie I am preparing to put another newsletter together to go out this weekend or Monday! I appreciate the detailed information and will use it to make a more effective newsletter. Have a great week!

Mar 09, 2017 05:38 AM #12
Rainmaker
24,241
Bunny Terry
Keller Williams Santa Fe - Santa Fe, NM
A Different Kind of Realtor in the City Different

I really needed this post today! Thinking about my newsletter's effectiveness and how I need to amp it up a bit. Thanks for the content and inspiration.

Mar 09, 2017 06:27 AM #13
Rainer
171,969
Chris Lima
Atlantic Shores Realty Expertise - Port St Lucie, FL
Local or Global-Allow me to open doors for you.

Thanks for the great information, Zachary Foisie.  Congrats on the feature as well.

Mar 09, 2017 06:42 AM #14
Rainmaker
371,616
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Specializing in Brookside, Waldo, Prairie Village

Great suggestive topics!  I don't send out a newsletter but I know so many pp do.

Mar 10, 2017 08:43 AM #15
Rainer
68,284
Richard Coake.com
Keller Williams Realty - Rochester, NY
Save The Most Money When Buying, Selling & Owning!

Love to speak to you directly, Zachary. But how can you say that your service at $300/month is competitively priced to GetResponse at $49/month? 

Mar 15, 2017 12:44 PM #16
Rainer
68,284
Richard Coake.com
Keller Williams Realty - Rochester, NY
Save The Most Money When Buying, Selling & Owning!

Zachary, thanks for the follow-up!

 

Mar 17, 2017 07:35 AM #17
Rainer
221,428
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Thanks for sharing the marketing metrics behind newsletter content.  More authorative than just making unsubstantiated claims.

Mar 20, 2017 02:46 PM #18
Rainmaker
2,260,515
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Zachary Foisie  great advice especially from some one who live in the epicenter if the Tech Gurus:)Endre

Mar 30, 2017 11:43 PM #19
Rainer
122,249
Noel Mayer
FAIRMOUNT REALTORS - Montclair, NJ
YOU'RE RIGHT AT HOME WITH NOEL

I stopped by thanks for the advice and sharing of information.

Mar 31, 2017 02:35 AM #20
Rainmaker
310,791
Nathan Gesner
American West Realty & Management - Cody, WY
Broker / Property Manager

Great article, Zachary Foisie . I particularly agree with #2: we have to provide something of value every time. Thanks for sharing!

Mar 31, 2017 05:44 AM #21
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Rainmaker
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April @ Chime Technologies

We market for agents, build CRM and tools. Ask me!
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