6 Easy Steps for Starting a Real Estate Newsletter

With all the real estate marketing tasks you have to do — advertising your services, displaying your listings, generating leads, nurturing clients, showing off your local expertise, passing along client testimonials and so on — wouldn’t it be great if there was a way to accomplish them all at once? A real estate newsletter is a workhorse tool that helps you stand out from the competition while staying top of mind with leads and clients.

Here are 6 easy steps you can take to start and manage your own real estate newsletter.

1. Identify your audience

You want your newsletter to reach as many people as possible, but your primary audience is local buyers and sellers, so consider the demographic makeup of your area. Do you specialize, for example, in first-time homebuyers, retirees or specific property types? If so, jot that down as well; developing content will be that much easier when you know who you’re writing it for.

2. Plan, plot and strategize

For a newsletter to gain attention and readership, you have to publish it regularly with content that your audience values. A newsletter is a long-term commitment that requires a methodical approach, and it starts with organizing your thoughts:

• Plan your publishing schedule: Start with a quarterly issue and track its performance. If you find readers responding — for example, you’re receiving more comments and your website traffic has increased — consider publishing on a monthly basis if you can sustain it.
• Plot a year’s worth of content on the calendar. It seems like a Herculean task, but if you identify categories of information that you want to share in every issue — for example, market data, upcoming local events, tips and tricks — you’ll find it’s easier than you think to fill in those blanks. Think about your target audience and what they want to read, but always remember to showcase your local expertise.
• Strategize how to make your newsletter work smarter: The objective is to drive readers to your website, so include it prominently in every issue, along with your social media handles.

2. Define your look

Your real estate newsletter will go to all of the recipients on your mailing list, but keep in mind that they might share it with people who don’t yet know you, so it’s vital that your newsletter format follows your corporate branding. A newsletter template is a quick and easy way to start. Done regularly and consistently, your newsletter will connect readers to all your other marketing materials, and they’ll start to recognize you and understand who you are, what you do and how you can help them.

3. Decide on your distribution method

Print and electronic distribution each have their pros and cons. For ease and economy, you can’t beat electronic distribution: An electronic newsletter is easy to edit, customize and track, and it’s a convenient format that your recipients can forward to others as well. If you choose electronic distribution, you can set up your CRM to automate it.

On the other side of the debate, a tangible printed piece isn’t deleted as easily or quickly as “yet another” email message in the inbox. If you opt for a printed newsletter, you can purchase lists and printing and mailing services from online vendors.

4. Test and tweak

Your newsletter will be constantly evolving and there’s always room for improvement. You probably won’t nail down the format on your charter issue, and reader comments might further identify things they like or don’t like about your real estate newsletter. Make the effort to test templates that resonate with you and with your audience; it’s okay to change your newsletter’s look and content as needed to increase readership.

5. Engage them — and yourself

Gaining rapport with your audience only happens when both of you participate in the conversation. Your content must invite readers to contribute; encourage engagement by including a quick poll in each issue, asking for reader opinions at the end of each article, or simply reminding your audience that you’d love to hear their thoughts and including a button that links to your website’s comment section.

Like with reviews, you should always reply to comments. It’s a way to thank your audience for reading your newsletter and to show others how responsive and professional you are — especially when responding graciously to snarky comments. Replying is also an opportunity to further showcase your expertise and keep the conversation going.

6. Repeat

It’s vital that you keep up with your newsletter once you launch it. Like many marketing efforts, a newsletter might take some time to generate the results you worked so hard for: readership and contacts. Sending your newsletter on an inconsistent basis confuses readers and can prompt them to unsubscribe from your mailing list; sporadic distribution is also a waste of your time and efforts.

Starting your real estate newsletter doesn’t have to be an ordeal; if you keep it simple, you will likely find it easier to maintain, and your audience will appreciate the reader-friendly format. It takes time and patience to gain traction, but your newsletter is a powerful marketing tool that supplements your other marketing efforts to bring greater returns. Stick with it and you’ll create a real estate newsletter that not only grows your business, but also one that consumers want to engage with, retain for future use and share with others.