How To Build A Real Estate Newsletter That Converts Clients

Key Takeaways


Email newsletters have become increasingly popular in recent years. You can subscribe to learn about product launches from your favorite brands, read the news from sources you trust, and even keep in touch with old friends. With the creation of popular hosting platforms and templates, newsletters have become easier than ever to launch. This might be why they are taking off in almost every industry, including real estate.

The purpose of newsletters varies from business to business, but there is one main goal: to generate new customers. The creation of a real estate newsletter can help you do just that. However, there are some things you should know before breaking into the world of email marketing. Keep reading to learn what to include in a real estate newsletter, and consider launching one today.

How To Create A Real Estate Newsletter In 6 Steps

It will take some time to successfully develop and launch a real estate newsletter. There are several moving parts to keep track of, and the process will require consistent evaluation. That being said, the steps to get started are relatively straightforward. Read through the following outline to learn exactly what to do to start a real estate newsletter:

  1. Set Your Goals

  2. Make A Marketing Plan

  3. Select A Distribution Method

  4. Include The Right Content

  5. Determine Publication Frequency

  6. Monitor Your Performance

1. Set Your Goals

It is crucial to take time and write out exactly why you want to launch a real estate newsletter. This will not only help you create and market your content, but it will also help you understand how to measure your success. Here are a few ways a real estate newsletter could help your bottom line:

  • Market property listings and attract potential buyers

  • Share your real estate insights and build your reputation

  • Showcase your business ventures to potential investors

  • Drive new traffic to your social media handles and website

  • Keep in touch with past clients to increase referrals

These are just some examples of how a real estate newsletter could benefit your business, but the possibilities are endless. First, research other newsletters and see if you can identify the goals behind their content. Then, take time to write out your own goals in a clear way. This will help immensely as you navigate the rest of the creation process.

2. Make A Marketing Plan

Consider how a real estate newsletter will interact with the rest of your business marketing. For example, will you be able to convert subscribers from your existing social media followers? Do you have a website to send interested readers to? Look at each of the ways your current efforts could be improved with the creation of a newsletter. In doing so, you can make sure your new project fits into your existing brand.

Once you have a better idea of how an email newsletter will impact your current marketing, think about how you can take it to the next level. You will need to decide on a few things that are newsletter-specific, such as:

  • A consistent release schedule

  • Generating subscribers from your current clients

  • A system for managing responses and feedback

  • Automated publishing

  • Content ideas

3. Select A Distribution Method

There are a few different ways to distribute a real estate newsletter, but the one thing you should always look for is automation. Search for a platform that allows you to customize your content while keeping things as streamlined as possible. Several websites allow you to do this. Here are some factors to keep in mind as you consider different platforms for distributing your newsletter:

  • Customizable Templates: If you aren’t design-savvy, it may be best to look for a platform that allows you to customize existing newsletter templates. This can help you avoid coding while also guaranteeing that your emails fit into your business branding.

  • Subscriber Management: Search for a platform that allows you to keep your email list organized and easy to manage. Many platforms will allow you to personalize newsletters, maintain subscriber privacy, and segment your audience. These features can go a long way in helping you accomplish your goals while minimizing the technical work on your end.

  • Scheduling Features: Ideally, you will get to a point where your newsletters are planned out in advance. The right marketing platform will allow you to schedule when these go out, so your next few emails are ready to go. Look at platforms that will help you automate your schedule.

  • Performance Metrics: Many newsletter platforms track a few key metrics, including open rate, shares, links clicks, and more. These will be crucial for monitoring your success. Research which platforms allow you to track performance metrics so you can make sure you stay focused on your goals.

  • Include Pictures, Links, and More: You want a platform that can host web links, pictures, videos, and any other media types you may want to use. When it comes to email newsletters, you want to keep readers interested with new content types.

There is also something to be said for creating a real estate newsletter in print. While the associated costs may be higher, direct mail has proven to be a successful marketing tool in the real estate industry. Consider whether a printed newsletter would help you accomplish your goals, and don’t be afraid to opt out of the email trend if it does not seem like a good fit.

4. Include The Right Content

The content of your real estate newsletter is what will convert subscribers into customers. Think about your target audience. Are you trying to appeal to investors, first-time buyers, sellers, lenders, or all of the above? There are a few different types of content you may want to consider:

  • Current property listings

  • Properties you have recently sold or renovated

  • Insights on the local real estate market

  • Upcoming real estate events or open houses in your area

  • Home improvement ideas or tips

  • Business updates on your current investments

The best newsletters often feature a few different content types in one. That way, they can cater to different readers. Think about how the above content types could help you accomplish your goals.

5. Determine Publication Frequency

Deciding how often to publish your newsletter will come down to how frequently you can generate new content. Newsletters that focus on property listings in a fast-paced market may be best on a weekly publishing schedule. However, if you use your newsletter to feature completed rehab properties, you may need to space your emails out. Many investors find that starting on a quarterly basis helps them ease into the process of creating a newsletter. That way, you can begin building up your subscriber base and style while releasing some content.

Remember that you want to have something new to include for your subscribers with each newsletter you release. For many real estate investors, the best timeline is about once a month. Of course, adjustments can always be made if you determine you want to release more or less frequently. Just remember, you want to remain relevant while avoiding spamming your subscribers with lackluster updates.

6. Monitor Your Performance

Constant evaluation is the key to success in almost every realm of business, but especially in marketing. Once you launch your real estate newsletter, make sure you are monitoring its performance. This will help you evaluate your existing content and identify areas to improve. One of the easiest ways to track your performance is by using the tools included in your email platform. Typically, these will track your data over time so you can see how each newsletter is performing. Try looking at:

  • How many people open the newsletter

  • Which links drive the most traffic to your website

  • How many responses you get from each newsletter

  • Anytime your newsletter is marked as spam, or someone unsubscribes

  • How many new subscribers you get over time

If you opted for a printed newsletter, you might need to develop your own tracking system. This could include asking each new client how they heard about your business and recording the leads over time. No matter which distribution method you choose, it is crucial to consistently track the performance of your newsletter to make sure you are achieving your goals.


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What To Include In Your Real Estate Newsletter

Now that you have the big picture figured out, there are a few details to figure out before you launch your newsletter. Here are some email-specific elements to pay attention to as you get started:

  1. Interesting Subject Line

  2. Personalization

  3. Call-To-Action

  4. Engagement

  5. Opting Out Options

1. Interesting Subject Line

The subject line is the first thing subscribers will see before opening your newsletter. It is crucial to grab their attention without sounding like spam. As excited as you may be to be writing a newsletter, try to avoid a lot of exclamation marks or all capital letters, which may come across as advertisements. Instead, be personal and use something short and sweet to summarize the content you are featuring.

2. Personalization

Personalization is a great way to make your newsletter stand out. Start by using the personalized options provided within your email platform. For example, many platforms allow you to address the newsletter to each reader with a simple template. As you build up your reader base, include market-specific information or call-outs to local businesses. These personal touches can help you build trust with your potential clients.

3. Call-To-Action

The biggest mistake real estate newsletters make is not having a clear call to action (CTA). This is where you invite the reader to do something, such as tour a property, schedule a phone call, or follow your social media. Always make your CTAs as clear as possible, and don’t be afraid to include more than one ask within your newsletter. Subscribe to a few newsletters to get an example of what this looks like when done well, then implement these practices in your own real estate newsletter.

4. Engagement

Every email newsletter needs a share button, front and center. This will boost engagement among your readers and allow them to easily share your newsletter with others. Get creative as you think of other ways to foster engagement among your readers. Try including occasional polls, opinion questions, or even answer boxes. Let your subscribers participate and continue to build a stable audience.

5. Opting Out Options

Give your readers the option to unsubscribe from your newsletter. This is often tastefully done through a link at the bottom of the email. As much as you may want to trap your subscriber list forever, this practice is not ethical and can ultimately hurt your business in the long run. Similarly, never include misleading subject lines or content that goes against your business standards. Always put your best foot forward in your real estate newsletter, and don’t be afraid to let readers go if they want to unsubscribe — this will just give you more room to focus on your target audience.

6. Videos

Consider incorporating videos into your newsletter as another way to engage your subscribers. This could involve featuring property walkthroughs, or even related content from another creator. If you have the bandwidth, you may even want to consider creating your own videos. These could be as simple as one-minute intros or as complex as animated informational videos. Make sure to stay on brand and maintain a variety of content types.

Summary

The launch of a real estate newsletter can be a great way to freshen up your marketing efforts and bring in new customers. There are so many content types and email platforms available to choose from, you can customize almost every detail to fit your goals. Email newsletters have been successful across industries, so take time during the planning process to make yours stand out. Walk through the above steps for help getting started, and begin writing your newsletter today.

Is there a specific real estate newsletter you enjoy following? Share a link in the comments below!


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