Courtnie Erickson, Real Estate Content Specialist, Getwrittn.com
Your real estate newsletter should not be an item that you push down on your to-do list. By making your newsletter 90% educational and just 10% promotional, you are able to provide value, appear as an expert, and connect with your audience. You stay in the mind of individuals and they are more likely to refer you to family or friends in need of an agent.
But to create a newsletter that actually benefits yourself and your readers, you don’t want to send a list of all your current listings. You need to be creative and have a little fun. Here are just five things that all real estate newsletters must have to be successful.
1. A Catchy Subject Line
Why will your subscribers choose to open your email? What sets your email apart from the dozens of others filling up their email inbox? The answer? A catchy subject line.
Writing your subject line is similar to writing a headline. You want to evoke curiosity and surprise. You want to catch their attention in as few words as possible. Don’t just write the first thing that comes to your mind either. As you generate your subject line, write at least five possibilities and narrow down your options. Your subject line will make all the difference between a successful or poor email campaign.
Your reader’s time is precious. They don’t want to read through large blocks of text, especially if it doesn’t benefit them. Visuals are powerful. They will quickly capture the attention of your audience and make them want to continue reading. Plus, when your content is paired with visuals, individuals retain 65% of the information three days later, whereas if an individual hears that same information, they will only retain approximately 10% of it.
3. A Short Length
You don’t need to provide all of your expertise in one newsletter. Keep your content short and provide little gold nuggets in each one you send. This will not only make your readers more apt to reading through your content, but it also makes the creation process feel a little less overwhelming.
4. A Call-to-Action
Every piece of content you write should have a call-to-action. This tells the reader exactly what you want him or her to do. This doesn’t mean you should tell the reader to buy or sell a house either. Have them read a blog post, enter a giveaway, follow a social media channel, etc.
Keep in mind as you write your call-to-action that you want it to be short, concise, and straightforward. Your reader should never be left guessing what it is you want him or her to do.
When many real estate agents focus on a newsletter, they concentrate entirely on the content. They don’t pay attention to the little details that come with it. Sending a newsletter on a consistent schedule will not only keep you more organized, but it will help the reader know when they can expect your email. And keep in mind that you don’t need to send an email every day or even once a week. A monthly newsletter is adequate to keep you in the mind of your readers, educate, and connect.
If you still feel overwhelmed with the idea of a real estate newsletter, options are available. Hire real estate experts to help you create engaging, visual, and consistent newsletters.