Real estate agents really hustle for every house they sell, making sure each buyer or seller gets top-notch attention. Their client list can be huge, but not everyone’s ready to make moves right away.
That’s why they keep in touch with regular marketing, showing off their services and staying ready to help with any home search. And guess what?
One of the best ways to do that is with a real estate email newsletter.
In this article, we’ll discuss why you should send an email newsletter to real estate leads and offer some solid real estate newsletter ideas and examples.
Ready to learn more about how to perfect your real estate email marketing? Let’s get started.
Why Send a Real Estate Newsletter?
Real estate newsletters are incredibly useful for real estate sales professionals. They keep the line of communication open in a way that doesn’t ruffle feathers.
Repeated phone calls inquiring about a prospective client’s readiness might be off-putting. However, a newsletter that delivers actual value can be a welcome sight.
It serves the dual function of reminding the prospect that you’re waiting to help them while also providing the information they want and need. Think edutainment, and take a look at this newsletter from Zillow for inspiration.
Want to craft a real estate newsletter like this one? You will need an email marketing platform that would empower you to keep in touch with your customers and grow your business.
With Sender, you can easily create professional email newsletters with the help of the intuitive drag-and-drop builder.
Finally, newsletters establish your expertise in the field. It showcases your vast industry knowledge and inspires trust in the minds of buyers and sellers alike. By delivering information about the home-buying process, you become a vital piece of it.
Plus, let’s not forget that 41% of marketers agree that email is the most effective marketing channel.
As you build credibility through these newsletters, ensuring the security of your email communications is crucial. You can set up DMARC, making sure that the internet service providers trust the emails sent from your domain.
This additional layer of security reassures your audience that the emails they receive are legitimate.
10 Real Estate Newsletter Ideas
By now, you know why you need a real estate newsletter.
But what should you include in it? The quality of content can make or break real estate newsletter efforts.
Here’s a list of real estate newsletter ideas that can help you craft valuable content, as well as inspire you to create your own real estate prospecting tactics:
Local Events and Activities
Since real estate agents operate in specific areas, it can help to establish yourself as a presence in the communities you serve.
Sharing business events and local activities can accomplish this. Try getting local business owners to sponsor this section in your newsletter.
Showcase the local area to buyers through community events. If they’re on the fence about where they want to move, hyping a charming community can be a great way to add more value.
Q&A or Ask a Real Estate Agent
Is there a better way to showcase your expertise than by answering questions in your newsletter?
Ask prospective customers to send in questions about the home-buying process. Then, list them in the newsletter for all to see.
If you have difficulty getting questions, include some of the more common questions you get asked every day.
These should be questions that help overcome buyer objections or help set the proper expectations for them. You can even set up themed weeks for questions on topics like:
- What to expect when inspecting;
- How to apply for a mortgage;
- How to make an offer;
- Closing costs;
- Refinancing guide.
Market Updates
The real estate market is constantly changing. Anyone thinking about buying or selling a home will want regular updates on it.
Consider including weekly market reports into your newsletter. Discuss the average mortgage rate in the US to give your customers a good sense of what’s happening out there. When the interest rate drops, let them know specifically, as this might move them to action.
Personalization and Targeting
When you feature real estate listings in a certain area, for example, the city of Greenville, South Carolina, you’ll want to focus your marketing efforts accordingly. The segment of your subscribers who live in that area should receive listings for available properties, new projects or relatable topics.
However, subscribers living in another state probably wouldn’t be interested in your Greenville listings. So, you’ll need to tailor your email newsletter for each audience segment and feature appropriate listings and topics according to their location.
Listings are the heart and soul of selling real estate, so they should be front and center in your email newsletters.
But make sure that there’s more to email marketing than listings. You need some additional features and information to create value.
Sprinkle in a few ideas we’re discussing in this article to give your email newsletters more oomph. Create dedicated sections for each of them to help readers focus their attention and bring their eyes down the page.
Home Buying and Selling Tips
First-time home buyers and sellers have a lot of questions, and you probably hear the same ones all the time.
Regularly feature actionable tips for both buyers and sellers in your newsletter. It creates a more informative guide.
For sellers, offer home improvement tips to help them get ready to list their properties. This kind of information can make your newsletter a can’t-miss part of a subscriber’s week.
First-time home buyers tend to gather as much valuable information as possible. By making yourself a source of that information, you tie yourself to the process.
Soon, when real estate leads have questions, they won’t Google them anymore. They’ll come to you directly. Once that happens, you’ve earned their trust. You’re officially the face of home-buying for them.
Client Success Stories
There’s a reason why customer reviews on sites like Amazon are crucial. People want to know they’re making a smart decision before putting money down.
If that’s true for buying a wicker basket on Amazon, you’d better believe it’s true when someone is investing $400K to purchase a home.
This principle holds especially true for a reputation management reseller who understands the weight of trust in their industry.
That’s why client success stories from local homeowners are so crucial (Hint: They work better when written by the clients themselves). This user-generated content helps you establish trust and credibility faster.
But if you have to write them yourself… Be sure to hone in on these clients’ journeys and how their lives have improved since selling or moving into their new homes.
Neighborhood Spotlights
The neighborhoods you list are a huge selling point for any home or apartment. Local community spotlights can help new leads see what their lives would be like in those neighborhoods or communities.
That means including descriptive passages, photos, videos, or even interviews with residents. It can also mean spotlighting local schools for any clients who have or are planning to have kids.
What are local youth sports programs like? Are there any social clubs? What about the library?
Highlighting local charities can be another great way to establish positivity in the community.
Investment Opportunities
Many potential clients can be real estate professionals looking to acquire properties to rent or flip.
When you get some of these “fixer-upper” listings, include them in your newsletter and point out the potential of the property to investors. Make this a regular feature in your newsletter, serving a valuable audience segment.
Industry News with Expert Opinions
When big real estate news drops, cover it like any news publication. This could be local or federal legislation that directly impacts local real estate prices or mortgage rates.
Including expert analysis is what’s going to separate your content from the pack. You create more valuable content by explaining what this news means and offering your opinion.
This is the kind of content readers want to share with their friends and family members. And the more trusted eyes you can get on your newsletter content, the more subscribers and clients you’ll be able to pull in.
Mortgage and Financing Updates
The worlds of mortgages and financing can be confusing, especially for first-time home buyers.
Become a source of knowledge by walking clients through the process.
Create a mortgage and financing checklist with everything your clients will need before getting pre-approved. If you work with certain bankers and mortgage specialists, also provide their contact information.
This turns your newsletter into an even more valuable resource. The more information buyers have about the mortgage process, the easier their experiences can be.
5 Real Estate Newsletter Examples
Now that we’re clear on some sections you can include in your newsletter, here are some real-world newsletters to inspire you:
1. Engaging Quiz Newsletter
Subject line: Eenie, Meenie, Miney, Mo
This gamified newsletter by Trulia invites the reader to take part in a vote of which houses they like better. To participate, they must click the button, thus raising customer engagement and click-through rates. The CTA is not your regular “Vote now” or “Click here to play” but a fun counting-out rhyme for picking the winner.
Why it works:
- The reader has to click in order to see the rest of the options;
- It raises engagement by asking the reader to make a choice;
- Simple and clear design.
2. New Builds with Potential Newsletter
Subject line: What’s better than one bedroom?
This newsletter inspires the reader to imagine the possibilities. With these new properties, owners can enjoy “just enough” space while saving some cash or earn passive income while renting a spare room to a tenant.
Another option could be to use the extra space for a home office. The point is — the choice is yours!
Why it works:
- Clear and concise copy — each email block has a picture, headline, most important specs, and not too many CTAs;
- The subject line works well with the main headline;
- The newsletter points out the hard-to-miss advantages of their offer.
3. Auction Newsletter
Subject line: Buy your new home in 8 days
The example above is a newsletter hyping up listings, along with an upcoming auction. It encourages auction registration and provides a list of other properties available for purchase.
This email succeeds in showcasing the importance of this event but also gives options of action for the ones not interested in the auction.
Why it works:
- Expertly hypes the auction by including a deadline;
- Neat and easy-to-scan email design;
- Several strategically placed calls-to-action.
4. A Newsletter for Investors
Subject line: 🔓 Unlock your property bonus
This monthly real estate newsletter is specifically aimed at investors. It features a nice, simple design that explains their featured offer and how the reader can get the bonus.
Why it works:
- Bright-colored design and a catchy headline;
- The simple design leaves nothing to distract the reader from the CTA;
- Incentives for referrals encourage social sharing.
5. Newsletter for Buyers
Subject line: Getting Started with Redfin: How Much Home Can You Afford?
This newsletter from Redfin comes with a great subject line and headline, “How Much Home Can You Afford?”. It smartly uses “home” instead of “house”, to make it sound more personalized and dear.
Why it works:
- The email design is not too flashy and follows the sender’s brandbook;
- The clear CTA button takes the reader to the answer to the main question (from the subject line);
- Below the main CTA, are other relevant blog posts on Redfin’s website, even for those not interested in buying a home.
What to Include in Real Estate Newsletter
We’ve covered valuable ground in this article, so don’t forget to bookmark it and plan your newsletter content strategies accordingly.
When in doubt, leverage a real estate newsletter template for simplicity.
And for good measure, here’s a quick recap of what to consider including when creating a real estate newsletter:
- New data from the National Association of Realtors
- Local information on the communities you list in
- Event information for local businesses
- Mortgage and financing information
- Investment opportunities
- Customer testimonials
- Seller information
- Market updates
- Special listings
- Industry news
- Q&A content
- Photos
Key Takeaways
Real estate agents need to reach a lot of people every day. But those you reach might not be ready to take the plunge in their home search or sale … yet.
A real estate newsletter can keep you in the conversation and establish trust with potential customers. Use the real estate newsletter ideas listed above to succeed in your local market.
The best thing about newsletter marketing is that you can automate it using email marketing tools. Get started with Sender and make it the main marketing tool for your real estate business.
Author Bio
Ryan Robinson is a blogger, podcaster and (recovering) side project addict that teaches 500,000 monthly readers how to start a blog and grow a profitable side business at ryrob.com.
