How do you create a real estate newsletter that people will open? Why aren’t they reading your content or clicking the links? The secret to crafting the perfect real estate newsletter is to create and follow a formula for success. Here’s the formula:
Make the Most of Your Database
Divide your email campaign lists between buyer leads and seller leads (and maybe a third to continue nurturing clients who have recently purchased a home).
Keap is a great CRM + Email software to consider.
Make the most of your campaigns by sending the right content to the right people.
You wouldn’t send an email called “How to Stage Your Home for Sale” to a buyer or a subject line called “Steps to Buying a House” to a selling client.
Brand Your Newsletters
Brand recognition is a critical element in designing your newsletters.
Your newsletter’s aesthetics should match those on your website, social media, and printed materials, particularly your color scheme and logo.
When a viewer sees your branding consistent throughout your marketing materials, they develop trust and confidence in your brand, content, and business.
Your Blog is Your Bait
People won’t read a sales pitch. They need more from your real estate newsletter.
To convert your leads, you need to establish trust by publishing valuable information that benefits and nurtures your leads through the sales funnel.
Make a list of all the ideas you have that you think would make useful blog posts.
A blog post with pertinent information is the first way to capture your readers’ attention before posting new listings or a call to action.
A link in your newsletter becomes a click on your website when your content holds value. You can also add new listings beneath your blog post in addition to the bottom of your newsletter.
Publish Powerful Content
If you’re short on ideas, try writing down all of the questions you can think of that leads, and clients have asked during their buying or selling real estate transactions. Here are some ideas for sellers:
- How do I price my house for sale?
- How do I prepare (stage) my home for sale?
- How long does it take for a house to sell?
- What are closing costs for sellers?
- What are the current market conditions?
And here are some questions buyers may be asking:
- How do I apply for a home mortgage loan?
- What is escrow?
- What are appraisals and inspections for?
- What are closing costs for buyers?
- What is the closing process, and how long does it take?
You can also produce market reports to provide leads and clients with useful current real estate conditions.
- Best restaurants in Las Vegas
- Things to do in Las Vegas for Free
- Things to do in Las Vegas with Kids
- Best Las Vegas Nightlife
- Best Places to View the Las Vegas Lights
If you’re not a writer by nature or don’t have the time or interest to produce your own blog posts, you can outsource the job to a content-creation service.
Publish with Consistency
In using your blog as bait for your real estate newsletter, you’re accomplishing multiple tasks.
First, you’re establishing consistency with your readers, which builds trust. You won’t be able to keep your leads’ interest if your newsletters are published infrequently and randomly.
Second, you’re establishing web authority in search engines by publishing timely, relevant content on your blog.
Third, you can include another lead capture offer within the blog post, so you’re not only nurturing the leads in your funnel and showing listings but also generating new leads at the same time.
Think in terms of guiding your lead through the entire process in chronological order. For example, if publishing a newsletter once per month for a buyer lead, your campaign could be laid out as follows:
- How to Seek Out the Perfect Real Estate Agent
- Things First Time Buyers Should Know
- 6 Steps to Buying a Home
- How Much Cash Do I Need to Buy a House?
- The Basics of a Home Mortgage Loan
- What Are Closing Costs for Buyers
With those six useful articles, you’ve got half a dozen stellar blog posts and are set up for six months’ worth of newsletter content for buyers.
Repeat the same process for sellers.
Personalize Your Email Subject and Greeting
For best results, include the lead’s first name to make the subject line more personal.
The same is true with the email greeting. You can tailor your readers’ newsletter experience by addressing them by name.
Use Optimized Images in Blog Posts and Newsletters
Use optimized images in both your blog post and your real estate newsletters.
Images are a way to break up text and keep readers’ interest with visual stimulation.
As a part of optimizing your images, you’ll need to make sure they’re the right size. An image that’s too small will appear blurry or pixelated, and a picture that’s too large can drastically slow down your page’s loading time or weigh down your email. If a page takes to long to load, the reader usually moves on.
Another way to optimize your blog and newsletter images is to make sure they appear as structured and user-friendly on a mobile device as they do on a laptop or desktop.
Optimizing images also means to add the write descriptive text to describe the image, without over-stuffing the description with keywords. The image description becomes searchable and is part of the query results.
Search engines use written content to establish web authority, but they also include results for images.
Include a Call to Action
Although including your listings is a great (and necessary!) part of your email newsletters, you can’t just pop in some code and hope a reader will click on the pic. Instead, you need to include a specific call to action (CTA) in your newsletter.
What is it that you’d like your newsletter recipient to do?
- View additional listings
- Get a home valuation
- Talk to an expert real estate agent
You might choose to direct viewers to new blog posts on your website (with additional calls to action), or even pull them into another part of your email campaigns, such as offering a free subscription to a monthly market report.
Add Your Contact Info in the Footer
You may have chosen to include your contact info at the top of your newsletter with your branding. Still, it’s also essential to add that message at the bottom of your newsletter, in the footer, so readers have quick and easy access to you and your services.
One thing that’s important about your contact info is that your name, address, and phone number (NAP) should appear consistently throughout your marketing materials.
For example, if you list your phone number with parentheses around the area code, such as (702), you should use parentheses every time you share your phone number – on your business cards, flyers, for sale signs, your website, and your newsletters.
Another example is street abbreviations for words such as avenue or boulevard. If you spell the name out in one place, spell it out everywhere. On the contrary, if you’ve shortened Avenue to Ave., then keep the abbreviated version.
Include an Unsubscribe Option
You never want to see a subscriber go, but it does happen, and it’s your responsibility to make opting out easy for the user.
Make sure you include an unsubscribe button or link that’s simple for readers to locate.
You might also be able to create a pop-up or landing page with an offer that entices a reader to stay subscribed.
Write a Headline that Works
You might think that writing the headline comes first, but it’s often more comfortable to hold that part until you’ve constructed the rest of your newsletter’s fabric.
Essentially, you’ll use the blog post title, or a variation of that, as your personalized email subject heading. You need your blog post title and your email campaign title to align with one another, but the titles don’t need to be an exact match.
Ideally, your blog post title should be 60 characters or less, whereas your email subject line produces higher open rates if they’re 41 characters or less.
For example, your blog post’s title may be, “Learn the Secrets that Can Help You Price Your House for Sale.”
Your shortened personalized email heading would be “Mary, Discover How to Price Your Home.”
Test Before You Send
One of the most repeated and highly embarrassing mistakes real estate agents make when crafting their real estate newsletters is that they’re too quick to hit that “publish” button without first checking for errors.
Use a word processor to check for any grammatical errors in your newsletter text. A simple typo can make an otherwise admirable newsletter look unprofessional.
Test every link to make sure they’re correctly functioning.
Look at the images to make sure they’re sized proportionately and optimized properly, and test run any video you may include.
Track Your Results
The only way to know if what you’re doing is working is to track and measure your email campaigns’ results.
Most newsletter email services include tracking results in your campaigns. You’ll know how many people opened the email, how many didn’t, how many clicked on links, which links were clicked, how many emails bounced back from an invalid address, and how many users unsubscribed.
When you find that you’re not getting the results you want, look at the reports to determine which aspects of your formula aren’t working. Are your headlines catchy enough? Is your content enticing? Determine which aspects of your newsletter can be improved upon, modify as needed, and then repeat the process.
Stick to Your Formula
- Maximize your database by sorting clients into appropriate campaigns.
- Brand your newsletters to build trust.
- Use your blog posts as content to create value for readers.
- Create or outsource content that benefits your leads, not just a blank email with new listings. Create a list of topic ideas and list them in chronological order to get a path to layout for your leads to follow.
- Be timely with your publications so viewers can begin to rely on receiving high-quality content in your real estate newsletter.
- Personalize your email subject and greeting to connect deeper with your subscribers.
- Use and optimize images in your blog and newsletters to break up the text, add visual appeal, and create search engine authority.
- Include your call to action! Your CTA is the purpose of your newsletter campaign. Don’t leave your readers hanging. Give them something to do.
- Add a “share” option so readers can share via email, text, URL, or social media to get more exposure.
- Include an unsubscribe option that’s easy to spot without squinting.
- Write a headline that pulls – and avoid generic headlines like, “This Month’s New Listings.” Instead, use your subject line to draw readers into your content.
- Test before you send to make sure your newsletter is free of errors, malfunctioning links, or broken images.
- Track and measure your email campaign results.
Creating a monthly (or weekly!) real estate newsletter can feel intimidating and overwhelming. When you find a working formula and stick to that method, your readers begin to build brand recognition, trust, and reliability regarding your real estate newsletter content. And, remember, you don’t have to do all the work yourself. You can leverage a lot.
Lori Ballen is a real estate agent in Las Vegas. She’s a digital marketing specialist, speaker, and marketing coach and loves to share her “Ballen Method” to generate website traffic and leads online. Lori’s specialties are SEO content writing (ranking on the search engines), social media strategies, and affiliate marketing. Need a website? Contact Lori’s brothers Jeff and Paul Helvin at Ballen Brands.