Real estate e-newsletter, a marketing tool to stay in touch with past and future clients, is worthless without these 4 elements

Remember, you’re a Realtor, not a reporter

A real estate e-newsletter is a great way to stay in touch with past clients and real estate leads, remain “top of mind,” and build loyalty. In this article, I’ll discuss four key elements that make up a successful e-newsletter so you can start sending one to those in your real estate contact management system right away.

1. Provide information of value

Smartphone in hand image via Shutterstock.
Smartphone in hand image via Shutterstock.

For a newsletter to be effective, it can’t be advertising or self-serving in nature. It needs to contain valuable articles and information that people are looking for. Your goal should be to send an informative and helpful e-newsletter that your sphere will look forward to each time they receive it. Some article ideas to include in your e-newsletter are tips for boosting curb appeal, assessing a property’s long-term potential, and how to remodel a bathroom or kitchen affordably.

When you provide information of value, you build trust and credibility, as well as position yourself as an expert in your field. And you’ll be surprised at how many people will reply to your e-newsletter with questions for you, which, of course, can lead to your next referral or listing.

2. Grab attention

In addition to sending valuable information, you need to make sure that the e-newsletter grabs your recipients’ attention and is interesting, not dull or boring in any way. One way to keep it interesting is to include eye-catching images and have a nicely designed, professional-looking layout.

Article continues below

3. Include a call to action

A call to action (CTA) is a sentence or image that prompts your clients/real estate leads to take action. That action could be to call you for a free home value consultation, reply to your e-newsletter to get a market data report, or visit your website to watch your video. Calls to action are important because they prompt people to interact with you in some way. With CTAs, you can ensure you’re maximizing the leads you get as a result of your e-newsletter.

4. Use a conversational tone

There’s nothing worse than reading an e-newsletter that sounds like a college textbook or a New York Times article with long-winded, complex language. Keep the e-newsletter easy to read and understand, and make sure the tone of it reflects your personality; it should sound like you would sound speaking face to face with someone. Use a conversational tone and draw your reader in. Remember, you’re a Realtor, not a reporter.

If you don’t have the time (or the design skills) to create a monthly e-newsletter, consider getting a real estate contact management system that includes a professionally designed and written one for you every month. You’ll want to make sure that the contact management system you choose includes an e-newsletter that is real estate-specific and takes into consideration all of the elements I’ve outlined in this article. Check out the system’s testimonials to see what its current customers say about the e-newsletter. You’ll also want to make sure you have the ability to customize parts of it to include things like a personal message and a call to action.

In addition to getting an e-newsletter, a good real estate contact management system will help you stay organized and convert leads through powerful drip marketing, transaction management, and activity-plan functionality.

A real estate e-newsletter can be a powerful business-building tool. To maximize your success, you’ll want to ensure you’re following the tips discussed in this article.

Matthew Collis is the marketing manager at IXACT Contact, a real estate contact management and marketing system that helps Realtors keep in touch with past clients, and stay organized and in control.