Email marketing is an integral part of the real estate industry, but many agents still struggle to create interesting and actionable content despite its increasing importance. While you can find plenty of real estates marketing templates (90) on the internet, no template can resolve a lack of understanding of a real estate newsletter’s basic principles. Therefore, this article lays out those principles to make design a newsletter more approachable.
Table of Contents
Understand Your Objective
The problem most newcomers have when working on an email newsletter is a lack of focus. A single email should not have more than one objective. While newsletter real estate templates can help you design an attractive email, they will not identify the letter’s purpose for you. Are you trying to introduce a new property, showcase nearby listings, or drum up showings? Know what you are after before writing one word of the email. Once you figure out your objective, the rest of the email should be a piece of cake.
Use a Personal or Engaging Story
Stories sell; it is not a secret; it is a fact. People respond to stories and often develop an emotional connection to the teller. As a real estate agent, you do not need to go to great lengths to create moving and inspirational stories full of climax and drama, but it is essential to connect with your reader or client.
Include Bullet Points
When it comes to email, you have people who are readers and others who are skimmers. The goal is to appeal to both types of clients. Therefore, you should include a bulleted list in your content that highlights vital information, like a home price, square footage, number of bedrooms and bathrooms, etc.
Provide Images
Who doesn’t like looking at pictures? Using images in your newsletter provides a point of interest for the reader, and it is an enticement to read more. If you place photos of the listing in the email, the client might look there first, but then they will read through to find the details, especially if the property interests them.
Know the Laws in Your State
Every state and country has laws about email communications for commercial purposes. Before you send any newsletter, you might want to contact a lawyer to discuss the specifics. After getting a real estate lawyer fees estimate, an attorney will help you word signups to ensure you are protected, and they can tell you what is OK to include in the commercial correspondence.
Include a Call To Action
Always tell the reader what you want them to do through a call to action. A CTA should be specific and direct. For example, you could write, “Call to schedule a tour,” or, “Come to the open house.” People need to know what you expect from them.
Keep It Short and Grab Their Attention
Newsletters do not need to be lengthy. The shorter you can keep your message, the more likely someone is to read it. Also, make sure to use attention-grabbing subject lines, but be careful about making them too salesy because the email could end up in the spam folder.
Does all of this seem too much? Contact a local real estate marketing firm for some extra help.
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