How to Write an Email Newsletter that Actually Gets Opened

Real Estate Broker/Owner with Broadpoint Properties Cal BRE #01324959

real estate newsletterThink nobody uses email anymore? Think that everyone prefers text messages? You may want to think again.

Real Estate Email Newsletters Can Be Very Effective

The truth is that email is still a very effective strategy for prospecting and lead generation in the real estate industry. In fact, 95% of people who opt-in say that the email they receive is useful. In fact, 70% of consumers say that they always open emails from their favorite companies. With that in mind, how can you become one of those favorite companies whose emails are deemed as “useful”? Yesterday, in our hour long webinar on Simple Strategies for Becoming an Email Marketing Ninja, I provided all sorts of tips and tools for knocking it our of the park with your email.

Become an Email Marketing Ninja

Here are the top 5 takeaways from the webinar:

  1. Don’t be spammy. Identify the people who are interested in receiving your emails (such as buyer and seller prospects or past clients) and only send your emails to them. Slowly increase your email list over a long period of time, by adding new leads and prospects as you meet them. You can also offer items of value (such as market reports or informational eBooks) on landing pages in order to increase your list and identify future buyers and sellers. Do not buy an email list. Repeat… Do not buy an email list. The only people who will read your emails are people who have asked to hear from you or who have shown interest in what you have to offer.
  2. Be conversational. The best emails are the ones that are conversational in nature and do not appear to be “canned” or “templated.” It’s as simple as this: “Hey there. I saw that you were on my website looking at homes in San Marcos. Did you see any that you want to go check out?” Always end with a question in order to increase the probability of a reply.
  3. Provide valuable information. Consider breaking your audience into groups. The information that is interesting or valuable to a homebuyer may not be valuable to a home seller. And, neither group might interested in what you have to tell a past client who purchased a home one year back. Look at content curation or social media sites such as Pinterest or Buzzsumo in order to identify cool content for your next email.
  4. Write compelling headlines. You have about 1 second to make an impact on your prospect before your email goes unopened and into the trash. It’s all about the headline. Check out this helpful article on Copyblogger or use the Headline Analyzer on Coschedule’s website in order to make sure your headline knocks it out of the park.
  5. Look at the read reports. Most email newsletter products provide you with very specific analytics as to who has opened your newsletter, what each individual clicked on, where they are located, what time they opened, and much, much more. If you look at the data, you might be surprised about who is really paying attention to what you are doing. If someone is opening every email you send, this person is a fan and you should be reaching out personally to offer your services or to say hello.

There is so much to master with email marketing and the process is always evolving. It is a great, cost effective way to get in front of lots and lots of homebuyers and home sellers, and it is also a nice way to keep in touch with past clients and referral partners.


Re-Blogged 4 times:

Re-Blogged By Re-Blogged At
  1. Jeff Dowler, CRS 07/31/2016 01:18 AM
  2. Thomas J. Nelson, Realtor e-Pro, CRS, RCS-D, Vets 07/31/2016 10:07 PM
  3. Tony and Suzanne Marriott, Associate Brokers 07/31/2016 10:37 PM
  4. Winston Heverly 09/22/2016 03:03 PM
Real Estate Sales and Marketing

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Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Melissa Zavala  Great information here - caught it on Jeffs reblog  going to bookmark it for future reference

Aug 01, 2016 12:13 PM #36
Dörte Engel
RE/MAX Leading Edge - Bowie, MD
ABC - Annapolis, Bowie, Crofton & rest of Maryland

Dear Melissa,

Good points. People want information that pertains to them. Otherwise, why bother reading it.

Aug 01, 2016 01:04 PM #37
Valerie Gallagher
Windermere - Poulsbo, WA
Real Estate Agent serving Kitsap County.


Thank you! Fabulous information!

Aug 01, 2016 03:17 PM #38
Mark Robinson
Geneva Financial, LLC - Beachwood, NJ
Honesty, Integrity, Service

I do a lot of email marketing Melissa. I never knew about the headline analyzer tool.

Thank you for sharing the link!

Aug 01, 2016 09:34 PM #39
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Anything that has to be clicked on I pass. I learned the hard way. Never again

Aug 01, 2016 11:40 PM #40
Paddy Deighan JD PhD - Vail, CO
Paddy Deighan J.D. Ph.D

I believe that it is important to reiew the opt out list because it will provide information on your list and content

Aug 02, 2016 12:02 AM #41
Travis "the SOLD man" Parker; Associate Broker
iXL Real Estate-Wiregrasss\ - Enterprise, AL
email: / cell: 334-494-7846

GREAT timing. Starting a newsletter for my American Legion Chapter.


Aug 02, 2016 12:48 AM #42
Anna Hatridge
R Gilliam Real Estate LLC - Farmington, MO
Missouri Realtor with R Gilliam Real Estate LLC

Thank you! This is just the information I needed today as I start to work on a newsletter for my clients.  

Aug 02, 2016 01:07 AM #43
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Perfect advice Melissa - as always! Thanks for the headline analyzer, too.

Aug 02, 2016 01:55 AM #44
Olesa Islamova
Royal LePage Your Community Realty - Toronto, ON

Thank you for the great post Melissa. I'm bookmarking it for future references.

I personally love to read newsletters with a conversational tone. I beleive if a writer took time to make it different from cut and paste information, he/she definitely deserves my attention. And let's do unto others as we would have them do unto us..., always, always provide value.  

Aug 02, 2016 03:08 AM #45
Melissa Spittel
Coldwell Banker Residential Brokerage - Westminster, MD
"Achieving Results Together "

I'm a big fan of e-newsletters. I email one the first Tuesday of each month, around 11 am (studies have shown there is a higher open rate on Tuesday's late morning). I am constantly amazed to see who opens and who does not. Through consistent emailing of a wide range of helpful topics, I frequently have recipients contact me with a question, for additional info, or to list or buy.

Aug 02, 2016 05:53 AM #46
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

I bookmarked this post for my go to reference on newsletters.  The Headline Analyzer is an incredible resource.   Great post!

Aug 02, 2016 12:21 PM #47
Richard Bazinet /MBA, CRS, ABR
West USA Realty - Scottsdale, AZ
Phoenix Scottsdale. Sellers, Buyers & Relocations

That's great advice Melissa. A newsletter is likely the best business generator for your business. I have to try this Headline Analyzer...

Aug 02, 2016 11:34 PM #48
Donna Foerster
HomeSmart Realty Group - Parker, CO
Metro Denver Real Estate Assistant

I just had an aha selective about my audience! What wonderful advice. I've often worried about spamming folks, but if I'm selective that hopefully won't happen!

Aug 06, 2016 04:09 AM #49
Jeffrey Aleckson
Keller Williams Classic Realty - Coon Rapids, MN
Your Trusted Real Estate Partner

Great advice!  Followed.

Aug 10, 2016 04:13 AM #50
Liane Thomas -Top Listing Agent
Professional Realty Services® International - Corona, CA
Bringing you Home!

Thank you for sharing Headline Analyzer.  This was a new one for me!

Aug 12, 2016 08:03 AM #51
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

In other words, we should always act and sound like people who live on Planet Earth!

Aug 23, 2016 04:32 PM #52
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

I just may have to post this as a reblog tomorrow. I I was just thinking about this. Good stuff

Aug 23, 2016 04:35 PM #53
Dana Basiliere
Rossi & Riina Real Estate - Williston, VT
Making deals "Happen"

Hello Melissa,

My company does  good job on the monthly newsletter and we have a quartley market update.  Also the lists are as you mention... only past clients or real estate leads we have been in contact with.  

Oct 24, 2016 04:03 AM #54
Jeremy Joslin
Coldwell Banker Residential Brokerage - South Windsor, CT
Professional Real Estate Marketing and Sales

Excellent post.  Love the headline analyzer.  I need to do this regularly

Dec 07, 2016 07:46 AM #55
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Melissa Zavala

Broker, Escondido Real Estate, San Diego County
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