Realtors ? Is Your Newsletter Increasing Sales?

If you are a REALTOR focused on residential sales who distributes a monthly email newsletter, ask yourself: "Is my distribution list growing?" And more importantly, "Is my newsletter accomplishing what I wish it to?"

You already recognize that an email newsletter is an effective marketing tool to help to increase sales. Regular communication with clients and prospects is essential to increase your revenues over time. But if the results are not living up to your expectations, step back and ask yourself, "How can I improve my newsletter to increase its readership and drive more sales?" Perhaps you need to make your content more compelling or to use your newsletter in a more engineered fashion.

The marketing goals for your newsletter should be: 1) to consistently present yourself as a knowledgeable expert to whom readers can trust their real estate matters, and 2) to bring prospective clients to your Website where they can view your listings, be reminded of your realty's programs for buyers and sellers, and to see your latest promotional offers.

To retain and expand readership, your newsletters must present information of value to its intended audience. It must provide specific data beneficial to homeowners in the geographical area in which your marketing efforts are concentrated.

Some newsletters provide general "home fix-it" information, national statistical data or news on community events as their main content. There is a place for that, but this should be used sparingly. You are more likely to create a growing client base if your newsletter talks to a homeowner's wallet. Some suggestions to help make your real estate newsletter a "must read" item are:

1. Highlight a section on home values in the local area. People always want to know how their main asset (i.e., their home) is faring. Create this from MLS data sorted by zip code, then drill down to find recent sales and listings within your farming area. Show average time on market for the latter. Ideally, present this data in a graphical summary (which is easy to do using Microsoft Excel), but require the reader to branch to your website for the detailed information.

2. Using the above information, offer a tool on your Website to quickly provide a "ballpark" estimate of market value based on the latest average dollars per square foot for sales in the targeted area. Be sure to include disclaimers (e.g., "This is a rough estimate only. Actual value will vary based on location, lot size, amenities and upgrades. Contact us for a FREE competitive market analysis").

3. Identify new developments and local trends that are expected to impact future home values.

4. If you work for a full-service realty, include financial information and services, emphasizing homeowner benefits.

Your newsletter should be a vehicle for driving prospects to your Website where pertinent offerings are presented. The best way to do this is to provide compelling article lead-ins or summaries that direct your readers ("Click here for complete article") to your Website for the rest of the story. Make sure that once the article on the destination Webpage has been consumed, other enticing choices (e.g., "See Featured Listing" or "Sign up to win a FREE digital camera") are available to encourage readers to explore the Website.

In short, think through the entire process, from your newsletter to the ultimate path you wish the reader to follow on your Website. If you approach it in this manner, viewing your newsletter as but one component of a marketing machine, then over time you will be rewarded with expanded sales.

Al Kernek is a real estate broker and author of "Creating E-Mail Newsletters ? A Practical Guide for the Real Estate Community." To learn more about increasing real estate sales using low-cost Internet marketing techniques, visit Real Estate Internet Marketing

In The News:


pen paper and inkwell


cat break through


Raid Your Autoresponder Attic For Content

Why you need new website content.Finding or creating good content... Read More

Seven Tips To A Perfect Email Ads

Everyone at some point in their Internet experience has received... Read More

Dear Ms. Subscriber - Please Dont Unsubscribe

Don't be insulted. Don't take it as a personal rejection.... Read More

What Good Is An AutoResponder?

A term that confuses just about everyone is "autoresponder". When... Read More

My Emails Are Not Being Delivered. Black Lists and White Lists Explained.

Over 40% of all emails within your marketing campaign are... Read More

Opt-In Email to Increase Website Traffic and Boost Online Sales

Sending messages and information to people who have given you... Read More

15 Ways to Manage Your E-Mail More Effectively

? Are you tired of searching for e-mail messages you... Read More

Real Estate Agents ? What Type of Content Should You Include in Your Newsletter?

One of the biggest concerns for Realtors who publish their... Read More

Writing Newsletters Online: How to Get it Right

A strange thing has been happening to newsletters online. They... Read More

Promote Your Web Business With Every Email You Send!

Website owners are always on the lookout for new ways... Read More

Lesson #1: Autoresponders 101

What the heck is an autoresponder?An autoresponder is much like... Read More

Dont Use FFAs To Build Your Newsletter Subscriber

For those of you who aren't familiar with the term,... Read More

8 Tips to Increase Response in Email

Opt in email marketing is no different than normal direct... Read More

Successful Email Marketing

No doubt email is still the best way to get... Read More

Lumpy Mail Gets Your Message Through

When it comes to your gravy, lumps are bad. When... Read More

Improve Email Deliverability: 15 Tips for Email Marketing Success

Delivering email newsletters and sales messages to opt-in subscribers and... Read More

Plain Jane Email Equals Flat Results

Years ago, when email was just emerging as the incredible... Read More

How NOT To Appear Like A Spammer

Unless you use the Internet only for surfing and never... Read More

What Is An Open Rate

Good thing in emarketing business today is that many people... Read More

Wise Ways To Build Your Email List

Just about every successful Internet Marketer will tell you that,... Read More

The Goose That Lays Golden Eggs

Ever wondered what it would be like to have a... Read More

Three Steps To Building A 50K Email List In Less Than 90 Days

One major asset that every internet or affiliate marketer needs... Read More

Proven Techniques For Building A Responsive List

We've all heard those who have Internet business-success stories proclaim,... Read More

Email Marketing Essentials

Perhaps the most important component in turning visitors to your... Read More

Email Microtargeting

Email marketing is undergoing rapid changes. Now, more than ever,... Read More

Email Marketing Best Practices

Now that we've explored the importance of sending permission-based email,... Read More

The Moneys In The List - But How Much?

The internet seems to be full of hyped up business... Read More

Autoresponder Services Improve Your Profits

Perhaps you, like me, have web hosting that includes, free... Read More

22 Simple But Highly Effective Methods To Ban E-mail Opt-In List

Here are 22 simple but highly effective methods to build... Read More

Just Write an Email

How did you sell your last product? Imagine that I... Read More

The Flu and List building Go Hand In Hand!

What does the flu have to do with building your... Read More

12 Tips For Writing Winning E-mail

Learning to write more effective e-mail is a valuable skill... Read More

How To Get People To Constantly Open Your e-Mail Promotions Or Your Newsletter

In this article I'm going to talk strictly from a... Read More