The key to writing a great real estate newsletter is to provide value. The content should help the people on your mailing list, not just blast them with a sales pitch. Your newsletter can help you attract new clients and gain referrals, but only if you give them a good reason to keep opening your emails.
The cornerstone of your newsletter should be a solid piece of content. An engaging, easy-to-read article about home improvement trends is a good choice. You should also try to keep things local with updates on housing prices, mortgage rates, and other topics tailored to your territory. A good mix of newsworthy, local content paired with “evergreen” content is the goal.
Link It Back
It’s a good strategy to provide just the first paragraph or so of your main content piece in the newsletter with a link to read more on your website. Publish those cornerstone pieces on your real estate blog and use the newsletter as a tool to drive traffic to your website. As you build up an archive of useful, informative posts, you’ll also start to get visitors through search engines.
One way to provide literal value in your newsletter is to partner up with a local business or two to offer coupons, discounts, and other perks to your subscribers. Think housecleaning services, furniture stores, even moving companies. Those businesses are more likely to appeal to your real estate clients.
While you don’t need to send out a full community calendar with your newsletter, you can highlight local events, recreational groups, and happenings in your area. This is especially helpful for past clients who are new to the area. You can also use this space to promote open houses or other real estate events.
Powerful Subject Lines
A good email subject line is short, straight to the point, and intriguing enough that people want to open the message. “August Real Estate Newsletter” is not a good choice. Although it may be accurate, it’s not very tempting. “8 Home Improvement Projects to Tackle This Weekend,” on the other hand, may get a few more people interested. You can play around with the right formula for your audience. Most mailing list programs will let you track the open rates for each newsletter, so you’ll be able to see which subject lines were most effective.
Call to Action
Don’t forget the call to action! You want your subscribers to share this information with their friends and family, so provide a button to do just that. You also want to make it very easy for them to get in touch with you, so include large, colorful buttons to connect via email, social media, and your website.