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Real Estate Newsletter

Tips For Building Out A Successful Real Estate Newsletter

By: SMITH THOMPSON

A thoughtful newsletter can be a simple way to expand your client base and brand awareness, but there’s more to a good real estate newsletter than a laundry list of rental homes and price points. Here are five tips for creating a real estate newsletter that gets results.

Write Descriptive, Direct Subject Lines

Sometimes sayings become clichés because they’re true: You really don’t get a second chance to make a first impression. This is especially true when it comes to emails. Your clients’ inboxes are besieged by messages every single day. Make yours stand out by using a descriptive, direct subject that grabs their attention. Keep it concise, and make it something a reader would actually want to click on.

Remember that many of your clients will be thumbing through their email accounts on their mobile devices, so keep your subjects brief enough that clients can read the entire thing on a smartphone but detailed enough that they still know what the email is about.

Remember That Design Counts

There’s no room for clip art in newsletters. When considering real estate marketing templates, choose those with clean designs that reflect your brand identity. How? By shying away from stock photos and bland colors and instead gravitating toward imagery and a color palette that represent you, your office’s personality and your mission statement.

Offer Useful Information

It may sound counterintuitive, but the purpose of your newsletter shouldn’t be to sell anything; it should be to engage your readers. To do this, you want to offer them useful content. Instead of an email packed with 15 abbreviated property listings that, at best, a reader will scroll through and forget about coming back to later, focus the bulk of your newsletter on an interesting topic related to home rental or ownership. Think “8 Ways To Turn Your Backyard Into a Summer Oasis” or “5 Hacks To Save Cash on Your Kitchen Remodel.”

Ideally, your newsletter’s focus should be so engaging that your clients want to click the “Forward” button and share it with others. Word of mouth matters — even digitally. From its feature article to the real estate brochure templates used, your newsletter should appeal to, not assail, its audience.

Include a Call to Action

Ask any real estate email newsletter service, and its writers will tell you: the best newsletters in any industry inspire readers to do something. They offer next steps. In real estate, common calls to action inclu de searching for properties, requesting more information about a specific property and asking an agent about the state of the local market.

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Don’t Forget Your Contact Info

It’s crucial that you include all of the ways your clients can contact you in your newsletter:

  • Website
  • Phone
  • Fax
  • Street address
  • Facebook
  • Instagram
  • Twitter

Traditionally, this information is located at the end of the newsletter, although there’s nothing that says you can’t include your Instagram handle at the top of the design, especially given the visual nature of real estate. Just be careful not to bombard readers with a dense chunk of “Where To Find Us” text and/or graphics.

A successful real estate newsletter marries attractive, uncluttered design with engaging content. Use these five tips to create a bulletin that reflects your unique approach to real estate and grows your client base.

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