Newsletters, if done correctly and regularly, can be the most effective way to reach out to your target market.
Newsletters are perfect to create trust and establish credibility.
In case you haven’t noticed, real estate newsletters are big these days.
If you want to stand out in your prospects’ inboxes, your listings alerts aren’t going to cut it.
A real estate newsletter is an email marketing tool that real estate agents and teams can use to keep their community, including their leads, buyers, sellers and sphere of influence, engaged by providing valuable content.
Email newsletters can be sent monthly, weekly, or fortnightly. They are meant to inform, educate, or entertain subscribers.
Email marketing isn't powerful just because everyone has an inbox.
The secret sauce is email segmentation—the practice of dividing recipients into groups based on interests, behaviours, or demographics. The purpose of email segmentation is its biggest benefit: personalisation. If you get your email marketing segments right, your prospects will receive relevant emails packed with information that they actually want.
That personalisation leads to more and more prospects.
Depending on the segments and your goals we can create different Newsletters.
1. Basic Newsletter Package building referrals network and Customer Relationship - with past sellers, buyers, tenants, landlords, tradies, and any acquaintances. This type of Newsletter's goal is to keep relationships with all people you might have on your database.
- We will send Seasonal Greetings (Christmas, Easter) and Birthday wishes when they come due. Celebrating birthdays by sending an email is one of the easiest and most effective ways to boost engagement. They perform better than any other promotional email type. Birthday emails are used to nurture and strengthen relationships with your contact list and associates by giving something for free on the customers' birthday or during a birthday month. Typically, birthday emails have a special deal, offer, or free gift. However, for real estate agents - it is enough to just send birthday wishes to let them know recipient you care. Benefits of sending these emails:
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- Staying top of mind with your customers
- Showing loyalty to existing subscribers
- Garnering goodwill that will likely lead to referrals and word-of-mouth marketing.
- Staying top of mind with your customers
See examples of this type of newsletters here
2. Real Estate Market Updates for interested parties - sellers & buyers, landlords.
Effective real estate newsletters include timeless advice that helps your future clients make educated real estate decisions. They include market updates with information on homes sold/rented, average prices etc. This newsletter works great for warm-to-hot leads that are in the market to buy or sell their home.
- The goal is to showcase your expertise. It can be sent monthly to subscribers - sellers and landlords (market segmentation can include available property updates for buyers or tenants, for example, info for open houses).
It should include some features:
- Evergreen content (timeless advice to improve the value of the property)
- Make it educational - Imagine how your local database contacts would feel if they picked up some piece of useful knowledge every time they read one of your newsletters. It could include information about the sale process, other related industries and law (for example legal practitioners, conveyancers, mortgage brokers and lenders and so on)
- Demonstrate real estate proficiency ( Most marketing focuses simply on profile ("look at me, I'm in real estate!") and does nothing to establish credibility. Demonstrate proficiency in your email newsletter by including recent sales info and by writing about challenges your owners are facing, like whether to renovate before selling, when to sell to get the best price and how to choose an agent etc.
Send once a week to subscribers and one Thank-you email with some basic info immediately after new subscribers sign up.
Used to: you attract, engage, and convert potential property owners into new leads. Can be used when the market changes for attracting buyers and tenants. It can include success stories links for sold or rented properties.
See examples of this type of newsletters here
3. Local Community Information - Collecting subscriptions from local house residents or the prospects that are moving to the area or even past buyers.
Goal: To gain exposure & build relationships with local residents and hence future referrals and potential clients. This type of newsletter is more cost and time effective than 'farming' your area. Some of the topics you can cover in the weekly newsletter are:
- The special days and ideas for how to celebrate them
- Local business information: tradies, local services etc. By giving a shoutout to local businesses, agents can catch the attention of potential leads and customers, while forming valuable relationships with other business owners in the area. You can ask local businesses and they will provide you with information about their services: top-notch content for your newsletter.
- Stories about local businesses in the neighbourhoods you serve
- Promote other business events in the local community and by doing so become a source of local knowledge about local events for local residents and also broaden your network within local businesses. GUIDES to community resources and events.
- Include the section "What's new". Links to your website so people can see what is happening with your business - success stories, celebrations, awards etc
See examples of this type of newsletters here