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Creating an Effective Real Estate Newsletter

The first step in building a strong newsletter that boosts marketing efforts? Think about your preferred readers – their desires, needs and interests.

NEW YORK – An email newsletter marketing campaign can build a stable roster of fans who consider that Realtor their go-to person when they want to buy or sell a home.

The first step toward creating an effective real estate newsletter is to consider the audiences’ needs and expectations. This may include people interested in buying homes in a particular neighborhood, former buyers who need DIY home improvement or decorating tips, or customers interested in renting.

The newsletter should then be directed only to the inboxes of people interested in its subject.

To personalize the newsletter, agents should include dynamic content – things like personalizing name fields and locations, as well as using real estate browsing history to feature listings the readers are following.

Agents should write in a conversational tone. It gives readers the impression that the information addresses them directly. To get readers to actually open the email, agents should try adding a call to action in their subject line, something exciting and relevant to readers.

Agents should deliver the newsletter delivery at a time when readers are more likely to open it, and keep that timing consistent. It helps if readers know when to expect the next newsletter’s next edition.

The marketing system also needs to be maintained. Agents should periodically check and remove inactive email accounts and segment audiences based on their interest. One option that can help with segmenting is to use quizzes or other methods to define audiences.

Newsletters and email marketing are permission-based, so don’t purchase email lists from third parties or send emails to people who didn’t agree to receive digital correspondence.

Branding is essential, so agents should always include their logo and company colors. Layouts and typography should also be consistent, and the writing style should reflect corporate values and the core message of the website, social media and email communications. 

Source: Realty Biz News (09/29/2021) Butler, Mihaela Lica

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