Last week I wrote about the importance of an e-newsletter/e-article. I'd like to now focus on what type of content I include in my newsletter. If you get a chance, go take a look at my recent newsletter to see what I'm talking about ( http://www.jayagoado.net/newsletter.html ).
I like to start the newsletter off with my personal article. The first paragraph is where I talk about the market in general, what I am seeing out there, and any personal stories from being in the "trenches". The second paragraph is where I talk about how I am doing, as far as number of deals, and then go out of my way to thank all of those who have referred business to me. Even if you haven't converted a referral, you must give kudos because others will then see that you must be doing well to be receiving all of these referrals.
The second section of the newsletter focuses on an article of interest. I look online to find articles that I feel would interest my database and then clearly give credit to the author. Somewhere within the second section is a graph regarding local real estate statistics I pull from the MLS. By the way, all graphics link back to my website. The graph breaks down home and condo sales, looking at median price versus prior year, % change, and days on market.
Lastly, I have my lender of choice provide to me an article outlining the financial markets.
What I have found is that the majority of the people read my personal article and the MLS statistics. However, that isn't as important as them seeing Jay M. Agoado, John L. Scott Real Estate in their inbox. Consistency is key and your database will come to expect to see these e-mails on an ongoing basis. Good luck!