Can you say your Newsletter is one of your most effective Marketing Tools?

Reblogger Ryan Shaughnessy
Real Estate Agent with PREA Signature Realty -

Original content by Anne Marie Malf

target market

Sure anyone can have a newsletter but to be truly effective you need to consider if you have the time to plan out its content, produce it and maintain it AND provide one that has relevant content that will have your readers saying "I can't wait for the next newsletter." 

Here are six areas for you to consider and focusto ensure you can make this long term commitment and your newsletter will be a truly effective marketing tool and not just a representation of time you've spent behind your desk and not out in your market.

Who are you writing for?  Consider your target market - that is who you are writing for.  If you have a niche market be sure your content relates to that audience and market.  If you have more than one target market that also needs to be addressed.  The point is: write for your audience.

What's the point of your Newsletter? What do you hope to accomplish from your newsletter? Are you sharing real estate related information and market conditions?  Is it intended to be educational?  Do you hope to generate new clients?  Be sure to identify the purpose.

what your clients want

What do your clients want to read?  Take some time to think about and even ask your clients about what they want to read. Have a poll on your website (google docs is a great tool for this) to engage your visitors to select topics that they want to know about.  You want to have content in there that makes them want to read the newsletter and continue subscribing and they will only do that if you're providing them with what they need.

Note: you won't please and speak to every single person all of them time with your selected topics but the more you can focus on what the majority of your readers are looking for the more effective you will be.

Side note: If you perform these polls and clients are selecting topics that are unique to them or not something you are going to include in your newsletter, this is a perfect opportunity to send them their own email, or article that addresses their needs.

Make your newsletter visually pleasing  There are many options you can use to create a newsletter either on your own or through someone who can professionally design one for you.  Whichever route you go be sure your newsletter has a consistent look and feel as your other marketing pieces and that it has all the ways to contact you (your website, blog, phone, email, and social networking sites.)   

 Content is King

Content is King   If you have truly decided to making this commitment to share information with your clients, be sure you are investing the time to provide relevant and quality content.  It takes research and creativity to pull it all together so be sure to employ the right tools to make it all come together.

Some examples for creating content: Scrib is a great virtual library with many free documents to help you in your research for topics, perhaps you've read a blog that speaks to a topic your clients want to know more about - write your take on it, maybe a comment was left on your recent blog that you can speak to, maybe you read an article in your local newspaper about something that is affecting your community - as you can see the possibilities are endless.  Another way to go about this is to invite someone, say a trusted colleague that you admire from another market, to write an article that speaks to a particular topic in which they have more knowledge and expertise.

Distribution Plan  At a minimum your newsletter should be available and sent to your clients six times a year and monthly is even better. This will avoid you looking like you just scraped some things together without much thought and it shares with your client one very important message - you're consistent.

A newsletter is a great marketing tool, that with an investment of your time, some homework and research on your part, will provide your clients what they need and result in you becoming a real estate professional that they will think of when they or their SOI have real estate needs.

Do you currently use a newsletter as one of your marketing tools?  Are you getting the results you want?

Related Posts: - Google Docs "Tutorial on how to create and use" from Brad Andersohn -


Ready to take your Marketing to new levels? Anne Marie Malfi ~ Malfi Marketing ~ Copyright 2009 

Upcoming Events: Branding Sanity - , brought to you from a partnership between Anne Marie Malfi and Rebecca Levinson of Real Skillz.  Visit for more details and to register.  Brokers: contact us for special pricing and/or custom designed training for your agents.

If it's not evident to you by now, consumers are very knowledgeable and computer savvy and are using the Internet to not only search for homes but for real estate agents and real estate professionals who they feel are like minded and can lead them to the results they are looking for.  

As we all know, there are only 24 hours in a day to get it all done...are you focusing on the right stuff to grow your business and meet your client's needs? Contact us today to get started!

Ready to take your Marketing to new levels? Anne Marie Malfi ~ Malfi Marketing ~ Copyright 2009


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Ryan Shaughnessy

Broker/Attorney - Your Lafayette Square Real Estate Partner
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