How to Write a Real Estate Newsletter

Posted by Reamark Marketing on Dec 14th, 2022

Real estate marketing success comes when you use the right mix of content delivery to sell your brand. This typically includes a variety of formats, including newsletters, postcards, door hangers, and other ways to get your message out to prospects and clients. Newsletters give you more space to inform and captivate your audience. However, it’s essential to use the format wisely to maximize your real estate direct mail ROI.

Done incorrectly, newsletters can easily overwhelm readers with large blocks of text, few images, and unimaginative information. Therefore, use pops of color, high-quality images, and interesting, timely content your readers care about.

Keep reading for more tips on optimizing your next newsletter.

Personalize Your Newsletter

A realtor direct mail newsletter gives you the opportunity to showcase your brand. Adding a personal touch can help you connect with your target audience on a deeper level. It’s all about getting your name out there in a way that provides value to your client base.

Here are a few pointers on doing that successfully, with heart:

  • Address your reader directly by using the second person point of view (you/your/yours). Each reader should feel like you’re talking directly to them.
  • Personalize your subject lines. If you have a first name or address, use it to customize your newsletter.
  • Segment your audience. Separating your leads by location, events, or other categories can help you develop newsletters that appeal to specific prospects. For example, repeat clients would probably be interested in different information and already trust you. You may want to increase the frequency of newsletters and other realtor direct mail marketing pieces for new leads.

Create the Right Layout

Consider using a visual hierarchy in your newsletter design.

Here are a few examples:

  • Inverted pyramid: Put the most pertinent information in the first paragraph of each article. Conclude with a call to action to encourage readers to reach out to you.
  • Gutenberg diagram: Break content into four sections. Give the CTA box a larger space, using images and interesting fonts to break up the rest of your content.
  • Z pattern: This is how readers typically browse both printed materials and web pages. Future and current clients will typically scan the title, then direct their eyes down the page to the left in a Z pattern. So, include features such as headlines and images that draw them further down the page and keep them interested.

Feel free to use our four-page real estate newsletter template as a guide. We have built this layout with the help of marketing experts and tweaked it over the years based on customer feedback.

Topics That Interest Homeowners and Buyers

Here are a few tried and true topics to include in your real estate direct mail marketing and realtor marketing. Add topics under these categories to keep your readers looking forward to your newsletters!

  • Landscaping Tips: New homeowners may struggle with landscaping. Include tips on lawn maintenance, seasonal planting, and tree care to help them get started.
  • House Hacks: From cleaning ideas to inexpensive home improvement ideas, house hacks are always a popular category. You can also include information about your social media or web page to direct them to your online content.
  • How-to Guides: Balance your budget, how to save for a down payment, and home improvement instructions are all examples of step-by-step guides your audience will appreciate.
  • Business Updates: make this section all about you. Can you give readers any tips from your professional or personal life that will help them on their real estate journey?
  • Local Real Estate News: You can include many topics under this category, including trends in sales, list prices, and home values. Be sure to highlight your own successes to showcase your brand.

Be Exciting

Real estate marketing should include an element of surprise or engage the reader. Here are a few ideas on how to do that in your newsletters:

  • Include a survey
  • Organize an event
  • Include your favorite recipes or share a recent travel experience

Ask Your ReaMark Expert How to Get Started

The pros at ReaMark can give you concrete advice on putting together a quarterly newsletter for your growing list of clients and prospects.

Contact us anytime at 800-932-2957 to discuss your newsletter and other realtor direct mail marketing needs. 

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