Email newsletters are such an important part of sharing information about real estate and investment opportunities. It’s easy to get lost in the mix with all the advertisements and pop-ups online. Not to mention the hefty costs involved in making sure your advertisements are seen by the right audience. With these real estate newsletter ideas, it is easy to deliver information and engage with your target audience by landing directly in their inbox. Let’s look into nine real estate newsletter ideas to engage with leads and clients.
Need more leads to send to before you start working on your newsletter? Check out these 3 ways to TRIPLE your lead gen and referral numbers. Otherwise, read on.
Use Newsletters To Stay In Touch
“Email has an ability many channels don’t: creating valuable, personal touches—at scale.” – David Newman
This sentiment is so incredibly true these days. With algorithms for ads and social media postings, it is difficult to know how much of your content is reaching people, especially potential clients and leads. With email newsletters, real estate agencies can communicate directly with potential leads and clients. Leads who browse your website may not be ready to invest in property and real estate at this time. Having an option for these potential clients to sign up for your newsletter gives you a direct avenue to their inboxes.
This way you can reach out and keep in touch with leads so when the time comes to purchase real estate, you are on the top of their list for who to contact. Staying in touch and on top of your connections with leads and potential is the best way to get new clients. Email marketing is so effective that it has a 38:1 return on investment for real estate agents. Providing relevant information and content for those on the newsletter lets them know you have the skills, knowledge, and expertise worthy of their investment. Once you have the content for your newsletter created there are easy and convenient options to set up a CRM (Customer Relationship Management) for the emails to send on autopilot.
Send Emails For An Engaging Real Estate Newsletter
Individual real estate agencies can set themselves up with an established real estate newsletter to gain better traction, deliverability, and engagement with their content. There are many hosting platforms available for real estate agencies to use, and some real estate websites, like LeadSites, will actually provide a CRM solution when you use them. Here are a few of our personal favorites.
Engagemore for real estate newsletter ideas
Engagemore is an excellent option for real estate newsletters. Created by the real estate agent and marketing wiz Patti Sampson, Engagemore is extremely user-friendly and intuitive. The platform offers hundreds of templates and designs for text and email newsletters. Between the easy drag and drop software and proven marketing strategies for generating and securing leads and clients, Engagemore is one of the best options out there for real estate newsletters.
MailChimp for real estate newsletter ideas
Sending an email newsletter through MailChimp is simple and convenient. With this marketing platform, it is free to send emails to up to 2,000 subscribers. The platform also offers helpful analytics, tracking, and real estate template designs for texts and emails. In addition to their services, MailChimp provides support articles and expert advice for engaging and securing clients through emails and automation.
TopProducer for real estate newsletter ideas
TopProducer is another great option for sending our real estate newsletters through email. While the platform feels a bit outdated compared to other marketing platforms, it does offer nearly everything a real estate agent would want. This includes real estate templates for emails and the CRM specifically has selections for real estate newsletters. With the TopProducer marketing platform, real estate agents can build and serve the client base by converting leads into customers.
When sending out your emails, be sure to avoid these common first-time mistakes.
Focus On Your Goal
Knowing your goal in sending out emails for your real estate newsletter ideas keeps your content focused and engaging. Rather than sending out fluff or emails without substance, make sure everything going out in your newsletter is helping you to achieve your goals. Here are some excellent goals to keep your newsletter focused and successful at growing and securing your client base.
Driving Traffic To Your Website
Building traffic to your website is a fantastic way to improve your search engine ranking. This way when potential buyers are looking for a real estate agent in your area, your website will be one of the first ones that come up. With internal links in your email content, driving traffic to your website is easy. It helps to keep emails concise and to the point. By including links to your website, you provide access to more information while also increasing the traffic to your website.
Sell New Listings
If you have a catalog of new listings you’d like to share with your clients and leads, an email is a great way to do this. With marketing platforms, there are many templates and designs to lay out real estate properties appealingly and engagingly. If selling new listings is your goal, use the proper templates to give clients and leads a sneak peek at what you have available.
Opt-Ins On Consultation Pages
This is a great option for those agents with buyer and seller guides for real estate. Emails sent out in the newsletter can feature a call to action linked to guides on the website. It is helpful to put these call-to-action links in the footer of the email. Blog posts are great to include in newsletter emails as they increase organic traffic to your website from those interested in your buying and selling guides. This increased traffic also benefits search engine optimization of your website.
Create Snappy Headlines
Creating engaging and intriguing headlines for the emails in your newsletter help attract the attention of potential clients. “When you have written your headline, you have spent eighty cents out of your dollar.” – David Ogilvy
Without a good headline, the chances of people clicking and reading through the content of the email are significantly lower. When creating your headline, think about the interests of your audience. It helps to think of headlines that would pique your interest and incorporate these ideas into the subject.
With CRM software, you can track the success of your headlines by observing the number of “Opens” on your newsletter list. “Opens” refers to how many people clicked the headline and opened the email while “Clicks” refers to people that opened links within the body of the email. Analyze what works and what doesn’t so you can grow your skills at creating snappy and attractive headlines.
Use Inviting Newsletter Templates and Designs
Templates tend to make or break the success of emails as far as successfully getting leads to take action. The best format for an email template is as follows:
- Start with an engaging story.
- Follow with a call to action.
- Then include an image followed by additional bullet points.
- Finally, conclude the email with another call to action.
Formatting emails in this way drastically increases success with many businesses finding improvements extremely fast. In general, it is best to format an email with a real estate template focused mainly on texts and less on graphics.
Make Sure You Are Operating Within The Law
Nobody likes to find their email inbox filled with spam. While it is a bit annoying, it is also illegal. For this reason, it is extremely important to make sure you are operating within your legal rights and not violating any of the legislation in place to protect against spam. To avoid this, only send your newsletters to those that have opted-in to your mailing list. Make sure you inform people that they will receive email notifications and newsletters from your company.
Wrongfully sending out emails can land you in a bit of trouble. This is why it is so important to stay clear about your intentions with your mailing list and newsletter and inform your leads and clients of this as well. It helps to offer an opt-out on email newsletters as well.
For more information and resources on the laws around sending our marketing emails, read through these helpful articles on the breakdowns of the CAN-SPAM Act and the CASL Anti-Spam Law in Canada.
Take Advantage Of Analytics
Analytics is the best way to figure out what does and doesn’t work for your real estate newsletter ideas. You can have the best content in the body of your emails but if people aren’t opening the messages, your business won’t grow. Marketing platforms and CRM software offer in-depth analytics over how many people open your emails and how many people engage with the call to action by clicking links in your emails. Both of these data figures show you how successfully you’ve crafted your email.
If your analytics and engagement seem to be lacking, use analytics to track and experiment by changing things up. You can try different length headlines or tone of voice in your headlines and see how they perform. Another tactic is sending out emails on a different day of the week or time of day. Changing the name of who the email is coming from may also help improve analytics. Experiment and try different things out to see what performs best according to the analytics.
Incorporate Themes Into Newsletters
Great newsletters capture what is going on. Using themes to attract and engage clients and leads help increase the success of email newsletters. For many real estate agents, their clients and leads are based in the same relative geographic area. This makes it easy to promote local events and happenings and curate the themes of emails to your audience. Common popular themes include neighborhood/community event updates, holiday/seasonal newsletters, market reports), and real estate education newsletters.
If you do decide to use themes in your real estate newsletter, make sure you have enough content ideas year-round so you aren’t left scrambling for topics during certain months. If you do find yourself unable to come up with a theme, you can always pull some direction and traffic towards your website with a call to action links to guides or blog posts on your site.
Include Intriguing Content In Your Real Estate Newsletter Ideas
Developing content for your real estate newsletter ideas often leaves some agents scratching their heads for ideas. The most important thing to keep in mind when it comes to creating content is the relevant and engaging factors. The emails must be relevant to the interests of your clients and your leads and they must be portrayed intriguingly and engagingly. Here are some ideas of content to incorporate into your email newsletter.
Evergreen Content
Evergreen content stays relevant no matter how much time passes. This includes guides and articles that offer general information and advice for buyers and sellers.
Real Estate News
The status of the real estate market is going to spark the interest of both buyers and sellers. Relaying news about shifts in the market or interest rates is sure to catch the eyes of your clients and increase the number of people opening your emails.
Interviews
Word of mouth is a powerful way to show customer satisfaction. Using interviews to relay positive experiences will help build trust in your potential clients and help secure leads.
Budget Tips
Both sellers and buyers are highly interested in protecting their bottom line. Providing tips for saving money and budgeting is sure to catch the eye of clients and those on your mailing list.