9 Real Estate Newsletter Ideas to Stand Out From the Competition
9 Real Estate Newsletter Ideas to Stand Out From the Competition
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9 Real Estate Newsletter Ideas to Stand Out From the Competition
Real estate newsletters are a classic outreach strategy for agents and brokers. They allow you to regularly share information with clients and prospects to brand yourself as the go-to expert they need. It can be daunting to start a newsletter from scratch, but the key is understanding your audience’s demographics and interests to come up with fresh real estate newsletter ideas tailored for them. It empowers you to choose from the different kinds of newsletters, like community event, seasonal, educational, home maintenance, and market report newsletters.
Below are some of the most useful newsletter ideas, examples, and tools, helping you see the benefits of using newsletters and giving you more insights on what a valuable newsletter should contain.
1. Neighborhood Newsletter
Homeowners love to learn more about their neighborhood, especially if they can do it without actually knocking on doors or frequenting every restaurant in town. For this reason, neighborhood newsletters are one of the best ways to spark interest in the minds of potential clients.
Neighborhood newsletters can include a wide range of information but should be focused on specific and highly relevant information. Consider including information like home values, neighborhood events, or homeowner spotlights. The creator of this real estate newsletter template even includes local trivia.
Another reason why neighborhood newsletters can be so effective is that they can serve as a communication tool for the neighborhood. If you establish a pattern of delivering newsletters on a weekly or monthly basis, you may choose to open it up to neighborhood members. When they want to promote an event or share a deadline, your newsletter can be the go-to method of sharing information.
2. Holiday Newsletter
During the holiday season, most of your leads are already receiving cards from friends and family. By sending a real estate mailer during this time, leads may subconsciously think of you in the same realm as the other loved ones who are sending them mail. This will increase the likelihood that they will open and read your mail, or possibly even display it with their other holiday letters.
Another reason to send a holiday newsletter is that it’s one of the rare times when you know what is on your recipients’ minds. The best real estate marketing is highly personalized, so sending a holiday card with relevant information can reach leads where they need your experience the most.
Another unique option is to send a holiday newsletter at an unexpected time of the year. You might stand out by sending a newsletter during Thanksgiving, Valentine’s Day, Halloween, or even the start of the school year. As you develop your real estate marketing materials over time, you may find that your audience responds better during different seasons.
3. Seasonal Newsletter
If you choose not to send a real estate newsletter for a holiday, seasonal mailers should still be a serious consideration. This is a great way to ensure that your content is relevant and valuable to your audience. Many successful real estate agents send a quarterly newsletter that shares information on each of the four seasons: winter, spring, summer, and fall. This will also guarantee that you stay consistent in sending your target audience correspondence.
There is no shortage of topics you can discuss with each season. For example, you can mention home maintenance tips most fitting for the season, share local events, or make it interactive with trivia questions. The more personalized you can make your newsletters, the better. For example, sending the following newsletter with tips on how to close a pool would be perfect for homeowners toward the end of summer or early autumn. However, it would not resonate with renters or homeowners who don’t have a pool, so do your research and be careful about what you send to your audience.
To keep track of this information about your leads, you need a customer relationship manager (CRM) like HubSpot. The Marketing Hub includes a powerful CRM as well as lead generation tools like websites, custom landing pages, and social media tools. It has everything you need to create a full inbound marketing system, nurture leads, and manage current clients. Start by trying HubSpot’s free CRM.
4. Recipe Newsletter
Even though the real estate industry doesn’t directly involve cooking, it does involve helping people find and create their perfect home. Plus, it’s safe to say that most homeowners and buyers are always on the lookout for new recipes that can become a family staple. In addition, recipes aren’t usually used once and then tossed. They are saved or put on display, which means that your contact information and branding will also be saved and referenced for years to come.
Recipe newsletters can be sent at any time of the year. As you put them together, think about the needs of your target audience. If you want to reach families with young children, they are unlikely to save gourmet meals that take days to prepare. Instead, use a one-pot recipe like the newsletter below, and add a section that connects your recipe back to your real estate business.
5. Home Maintenance Newsletter
Not everyone will resonate with the same thing, so it’s wise to create different types of newsletters with a variety of many different topics. However, all real estate agents should be sending a home maintenance newsletter to their clients at least two times a year. They not only help homeowners maintain their home, but also remind them that you are a go-to expert on all things home-related. These newsletters rarely go unappreciated for homeowners and can help them continually see the value you provide.
Consider creating a go-to home maintenance checklist that you can reuse each year around the same time. Many real estate agents send home maintenance newsletters on a monthly or quarterly basis, and it’s easy to find a template for these types of newsletters on Etsy or create one on Canva.
Canva allows you to customize any template with your branding and your own personal home recommendations. It’s one of the most popular photo editing tools because of its intuitive platform and thousands of templates and elements that are free to use. Start using Canva today.
6. Market Report Newsletter
No matter the location, people are always wondering about interest rates, housing prices, and market trends in their area. By sending a regular newsletter about the current market conditions, leads will grow to depend on you as a resource. These market reports can be delivered by direct mail or as part of your email marketing strategy.
You may choose to create a real estate market report by doing manual research and compiling a completely original document. However, there are many resources that can help you generate accurate reports in a matter of minutes.
For example, ProspectsPLUS! is a real estate direct mail service with hundreds of unique, real estate-specific mailer templates, including market report newsletter templates. You can choose a template like the one below to create and send your market report without having to do manual research. ProspectsPLUS! also provides more distribution options than other services, including EDDM (Every Door Direct Mail), custom sphere of influence (SOI) campaigns, and the unique MarketDominator program.
Check out more templates and read about these options by visiting the ProspectsPLUS! website.
7. Community Event Newsletter
All real estate businesses are hyper-local in nature, so it’s important to get involved in your community. One way to do so is by sponsoring or promoting local events. Start by asking the event organizer if they accept partnerships or need assistance spreading the word about the event. Then, you can easily create a community event newsletter and start promoting the event.
Community events are a valuable networking opportunity for you to meet potential leads. Additionally, they can also be an opportunity to connect with other local professionals and develop a co-marketing plan. Professionals like attorneys, lenders, accountants, tax preparers, and financial advisers have a similar audience and may be interested in a mutually beneficial relationship.
Co-marketing with other professionals is an extremely viable yet underutilized business strategy. As you build relationships with these professionals, you can discuss the idea in person. If you don’t have a face-to-face relationship with a business owner that could be a perfect partner, try sending a letter. Start by using our prospecting letter template for co-marketing.
8. Checking-in Newsletter
As a real estate professional, it’s extremely important to stay top of mind. A “checking-in” newsletter can be a great solution to touch base with your previous clients while continuing to provide value to them. This newsletter can be similar to the format of other newsletters, with a simple personal note added.
Plan to send a check-in newsletter to your entire database periodically, but be sure to customize it to each relationship. Write a different note to previous clients, potential buyers, potential sellers, and even those you haven’t gotten to personally connect with yet.
Simplify the process of checking in by using a marketing automation tool like Market Leader. Market Leader provides solutions for both digital and print marketing and makes it easy to automate newsletters and direct mailers. In addition to monthly newsletters, you can use the resources in the marketing suite to customize and schedule checking-in letters.
9. Educational Newsletter
Educational newsletters are some of the most common types of newsletters, and the topics you can send are endless. You can share anything from statistics about the local market to investment tips to homeselling tips. As always, the key is customizing your content to your audience’s needs and interests.
Don’t select the first topic you find or the most personally interesting. Instead, strategically choose topics that answer clients’ questions or problems and provide them with value. In addition, make sure to present the information in a way that showcases your specialized expertise. Include stories or case studies of how the information has helped your clients in the past.
Keep the design of your newsletter professional, and drive the recipients to take a specific action, like visiting your website or following you on social media. If you’re not sure what type of educational content to share, check out a large selection of real estate newsletter templates on ProspectsPLUS!. There are templates for specific campaigns like expired listings, investors, sphere of influence, buyers, and sellers.
Don’t forget to check out Zillow for even more business-building resources and templates. Zillow provides an extensive amount of data, research, and charts about the real estate market and current events for free. Use these infographics and statistics in your newsletters to boost your authority.
Also, don’t forget to take advantage of the Agent Toolkit, which includes free templates, scripts, and even a customizable business plan. If you choose to be a Zillow Premier Agent, you can also leverage Zillow’s real estate traffic to get leads who are ready to buy and likely to convert.
Tools to Create Your Real Estate Newsletter
Creating a real estate newsletter can be an extremely easy process with the right tool. When evaluating which tool is best for you, consider your marketing strategy, goals, and the tools you already use. Some platforms are best for creating direct mail newsletters, and other platforms, like Canva, are versatile enough to create newsletters for digital and print distribution.
Real estate newsletters are an extremely useful marketing tool that’s versatile enough to work for all locations, niches, and types of audiences. Newsletters can have different formats, content, and goals, and can be distributed by direct mail or email. There is an abundance of great information to share, and real estate newsletter templates can help you organize it to benefit your audience and your business.
Author: Kaylee Strozyk
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Buyers, Sellers & Investors: Seek the advice of an experienced local realtor for data specific to your market. Work with realtors with skills and character you can trust, find them on our Real Estate Expert Panel on our home page.