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E-Newsletters /Users/adamp/Desktop/Stuff for FAR/Magazine Assets/OCT08/images/MarketIt
Continuous Connections

Create a business-generating electronic newsletter—cheap and easy.

Early in her career, Joyce Singrossi, with Coldwell Banker Residential RE in Winter Springs, realized that her success would depend on her ability to market effectively. In her first year as an agent, one of her favorite promotional ideas, an e-newsletter, earned her the title of Rookie of the Year at her office.

Singrossi combined the experience from her previous 25-year business career with her natural affinity for people, to create her signature e-newsletter—targeted to women. At a cost of $15-$20 for the e-mail version of her newsletter [there was an additional $14.95 fee to send the newsletter by hard copy], it was well worth the expense.

Two months after she launched Realty News, the e-newsletter was responsible for two closings totaling $423,000. Here’s how she did it:

Be Specific
Decide who should be reading your newsletter because that will affect your design and style decisions. Singrossi tailors her e-newsletter to her target market: 200 women she knows and sees regularly. In addition to her target group, she also sends out just-listed or just-sold postcards to the surrounding ZIP code.

Choose the Right Publisher
Singrossi looked into several e-newsletter companies before settling on the one that offered a design with the warmth and appeal she was seeking. The company handles everything from designing and writing the newsletter to distribution, all with Singrossi’s final seal of approval.

“I liked their format, it’s an easy read—it gives ideas to women,” Singrossi says. “In this [negative news era], it’s kind of nice to read something light and fluffy.”

Add a Personal Touch
Singrossi doesn’t write her newsletter; she lets the company handle that, although she adds her own personal touch and chooses the articles from a list that the company offers.

Each issue features her photo and an Adirondack chair, a piece of art that’s part of her logo. A personal logo gives your e-newsletter a unique look.

Always Think Ahead
“It’s a fun read [and] it’s a way to get a lead,” Singrossi says. That’s why she encourages others to pass the newsletter on to friends. Also, when people ask for a free estimate of their home’s value, Singrossi adds them to her list of contacts: 500-plus names that are separate from the 200 e-newsletter recipients.