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— by Hana LaRock

5 Tips for Creating Real Estate Newsletter Templates That Work

Real estate agents – or any business owner for that matter – are always looking for new ways to bring in leads. One of the best ways to do this is by creating a newsletter that interested clients can sign up for. A newsletter is a great outbound marketing technique that, if done right, can help you to grow your business and grow it quickly. Newsletters should consist of diverse email templates with campaigns that are designed to spark the interest of readers and ultimately encourage them to speak with you further. Anyone can create emails with the power to convert, but real estate agents might have some trouble deciding what to put in theirs.

Here are some tips:

1) Provide Valuable and Relatable Content

If you’ve ever written or read an email newsletter, then you’re probably aware that most newsletters include valuable content. However, as a real estate agent, you need to get creative with what this content should be:

Articles about industry news
Fun/evergreen content about home ownership, garden, DIY, home shopping, etc.
Interesting facts (“Did you know?…”)
Links to videos and podcasts (even better if you can embed it!)
Interviews with leaders in the industry
Interviews with previous clients (testimonials are great, too!)
Memes and GIFs
Books and TV shows that are trending

2) Use Personalization Techniques

When someone reads your newsletter, they know that they are not the only one receiving it. That being said, it’s nice when something feels a little more personal. Most email marketing tools will allow you to personalize each email that is sent out. So, when a subscriber gets an email from you in their inbox, the greeting will include their name. Within this, you should also think about your subject lines and closing text. Subject lines should always be enticing, not so little that people ignore it, and not so much that they are essentially clickbait. Closings, on the other hand, should be short, sweet, and to the point. Think “Cheers” or “Have a great week.”

3) Include Hot, New Listings

Real estate agents may have a harder time creating their newsletters, but the nice part is that they get to include features that leaders in other industries cannot include in their emails. As an agent, your newsletter should typically include listings for that week. You might not want to include them in every newsletter, but this is one of the reasons why potential clients are subscribing to your newsletter in the first place. They may be interested in buying a home, and it’s helpful to see what’s out there without having to go out of their way to see something they may not even be keen on. As always, make sure your photos and/or videos of the home are clear, and provide some critical details to the listing within the email, with a link to more information.

4) Design a Template Pleasing to the Eye

It doesn’t matter what you include in your newsletter if the template itself is not pleasing to the eye. Most email marketing tools will have plenty of template options to choose from. Templates should not only be easy to edit (after all that is the purpose of a template), but they should also be aesthetically appealing. Do a few test runs on several different templates to see what looks good when you pull it up in your inbox, and maybe even test on actual subscribers to see which template gets more opens and reading-time rates.

5) Add Plenty of Calls-to-Action

The goal of your newsletter is to ultimately convert your subscribers into paying customers. This is, of course, much easier with e-commerce businesses, and a lot harder with real estate businesses. Buying a home is not such a quick transaction.

All that considered, the more a potential customer engages with your business and feels comfortable with you, the more likely they are to come to you when the time is right for them to buy or sell their home. Therefore, each newsletter email you send out should have an area with a call-to-action at the bottom, whether that’s for them to schedule a meeting with you, talk on the phone, or even send you a direct email.

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