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
![]() |
|
![]() |
|
![]() |
|
![]() |
As I logged into my e-mail account, I clicked on... Read More
Organisations such as the BPA have been providing auditing services... Read More
Do you have a list of e-mail addresses of your... Read More
Sometimes email messages can get quite long, especially when you... Read More
Successful online business can't be led without email marketing. Many... Read More
Why you need new website content.Finding or creating good content... Read More
A chained auto-responder is a sequence of emails that gets... Read More
This little parody, and the comments that follow, were... Read More
Autoresponders are, without a shadow of a doubt, one of... Read More
Good thing in emarketing business today is that many people... Read More
Let me ask you a question, "What is the most... Read More
An autoresponder course is a group of articles or information... Read More
Every day, I receive at least 300 emails. I will... Read More
Most Websites are gathering e-mail addresses. When you submit your... Read More
Learning to write more effective e-mail is a valuable skill... Read More
Given the inherent problems with traditional marketing techniques, it`s important... Read More
It is an accepted fact among the experts now that... Read More
Email is a vital part of doing business online, but... Read More
You heard the message before. Your e-mail list is the... Read More
Email is a wonderful thing. It costs next to nothing... Read More
I recently undertook an email advertising promotion, using a number... Read More
You hear it all the time... email signature, sig file,... Read More
1. Pick 4 or more articles you've written that have... Read More
If you are not using a follow up autoresponder until... Read More
Working with Leads or Opt-In Clients can be very confusing... Read More
Ensuring requested opt-in email is delivered to subscriber inboxes... Read More
Let's give a definition to autoresponder first. So, what is... Read More
A Review on Email Go Getter System (EGGS) by Martin... Read More
If you're in business on the Internet to make a... Read More
I think first of all, everybody deserves to have a... Read More
How did you sell your last product? Imagine that I... Read More
Things just got a lot hotter in the hyper-competitive world... Read More
It's unbelievable....that many people do not know, that an automatic... Read More
It is just amazing. Power right at your fingertips. It... Read More
I have always been an avid reader of Stephen King's... Read More
Forwarding of e-mails is one of the topics I get... Read More
I've been sending out email camapigns for clients for over... Read More
Another powerful reason for making the switch from using the... Read More
Everyone knows that in order to be successful online you... Read More
Learning to write more effective e-mail is a valuable skill... Read More
Further to my previous issues this subject continues ? as... Read More
It's unbelievable....that many people do not know, that an automatic... Read More
These days email is taken for granted and used perhaps... Read More
1. Most people want to win over others. Tell your... Read More
A few months into the job and Sabrina's cold calling... Read More
White space in newsletters is like pausing in conversation. Take... Read More
Firstly, back-end sales is eMail Marketing at its best, so... Read More
You may remember a time before there was email?a time... Read More
-- Email Appending and ECOA Match Rates Revealed --NEWTON, MA,... Read More
Out of all the possible approaches to affiliate marketing, lead... Read More
The neurophysiological dynamics of understanding each email message are very... Read More
Marketing your business with email is an art.It's very easy... Read More
One major asset that every internet or affiliate marketer needs... Read More
Email AestheticsIt`s an old, old saying, but it`s true: you... Read More
The consumer of today is increasingly bombarded by marketing messages... Read More
All too often otherwise nice folks come off as terse... Read More
Type "email etiquette" into the search bar of any popular... Read More
There are more than 100 million e-mail users in the... Read More
Let me ask you a question, "What is the most... Read More
If you're like me, there are certain types of email... Read More
Does it seem to you that when you view "openings"... Read More
Running a contest for your e-zine subscribers or web site... Read More
E-mail, a wonderful communication tool is also the greatest challenge... Read More
Do you give web site visitors the opportunity to download... Read More
Sending autoresponder messages is one of the most powerful email... Read More
In the business world, "You've Got Mail" has turned into... Read More
Email Marketing |