How to create a real estate email marketing newsletter
Real estate email marketing newsletters are a powerful way to stay top of mind with your database and provide you with direct access to potential clients.
The problem is your newsletter is one of many sitting in the inbox of your readers and the reality is only newsletters perceived as ‘high value’ will be opened, consumed, and engaged with.
So, how do you create one of these high-value newsletters? Below we share some strategies to increase your engagement and save your email from the trash folder.
1. Use an enticing subject line
The first step in email engagement is getting your readers to open the email. Without an open, all the effort put into pulling your newsletter together is wasted.
Ask yourself are more like to open an email with the subject line ‘The latest from XYZ agency’ or ‘How locals are adding more value to their homes’?
As long as you have great content in your newsletter, pulling out a great subject line is easy.
2. Offer value
Many agents fall into the trap of only sharing their current listings. While there will be some readers actively looking to buy and sell, the vast majority of your readers won’t be at this stage of the cycle.
To drive interest and engagement from more of your readers, you need to diversify your content. By all means, include a section on your listings, but you should also consider sharing content on topics like the current state of the market, the latest trends in interior design, tips on how to add value to your home, or share insight into a local business.
If you can position yourself as a trusted source for all things related to real estate in your local area, your perceived value will increase – and with it your engagement rates.
3. Show your human side
Because newsletters are delivered directly to your reader’s inbox, they are the perfect medium to give more insight into the people behind your brand and showcase what makes you tick (and what makes you different).
You could share information on what your agency motto is, show some ‘behind the scenes footage of your team, congratulate a colleague on a win, or promote a local business that you sponsor.
People buy from and do business with people, so the more ‘human’ you can be, the quicker you can start building trust and differentiate yourself from the competition.
4. Encourage engagement
Generally speaking, people are happy to share their opinions and appreciate the chance to be heard.
Think about running a poll or survey in your email marketing newsletter. Potential questions to ask might be what their confidence is in the local market, do they expect prices to go up, go down, or remain steady? What is their favorite local café or restaurant? What advice would they give to first home buyers today? What real estate topic do they want to know more about?
The beauty of this approach is not only are you providing readers with a platform to share their opinions, but you can also consolidate the feedback and share it in a future newsletter – an engagement win-win!
By employing the tips above you can turn your newsletter into a ‘high value’ email that your readers look forward to reading. And, by increasing your engagement, you can build your profile, demonstrate your expertise and remain top of mind for those looking to engage your services.
