Email newsletter may seem like an outdated marketing strategy compared to the countless possibilities brought by the tech-revolution. However, that’s far from true. Email newsletters are one of the most lucrative marketing channels—for every $1 invested you can expect an average return of $42.
Of course, social media activities (clicks, shares, comments) and paid ads are an important generator of online visibility and reach, yet research shows that email newsletter can top the results of organic reach, paid search, and social media, measured by customer acquisition and retention.
Why does email marketing work for real estate?
Email communication is essential for the real estate industry, as it allows direct communication and higher levels of recipients’ engagement. So you can expect an email newsletter to bring more visitors to your website and help you build relationships and loyalty with your potential clients. If you send a real estate newsletter that can establish engagement and two-way communication with your readers, you’re on the right path.
Email marketing allows you to send personalised content to different target groups. For example, you can use the newsletter to measure tenants’ or owners’ satisfaction, by sending them specialised questionnaires.
If you want to send blog posts, you can segment your email listings to target each group with relevant content. Research shows that email open rates are somewhere around 20.81%, but personalised subject lines can help you generate 50% higher rates.
Furthermore, research shows that 49% of all emails are opened on mobile devices, meaning that a mobile-friendly real estate newsletter allows you to reach mobile users, one of the main target groups among marketers.
If you’re using some of the specialised newsletter tools such as Mailchimp or GetResponse, you’ll be able to easily measure your success rates using parameters such as the number of recipients that have opened the letter, the links they clicked on, who opted-out from subscription, etc.
If you’d like to generate more leads, get higher email open rates, get more clicks, and engagement, then we invite you to take a look at some of the real estate newsletter ideas we prepared for you.
Exhibit local area properties
A real estate newsletter should be about interesting local properties. You can showcase celebrities’ houses in your area, some unusual building transformations, or before-and-after photos of renovated buildings and apartments.
Exhibit your properties
If you want your audience to get a deeper insight into your real estate business, consider creating an infographic or a blog post rich with photos to showcase the properties your company sells or rents.
Provide new property listings
Every time there’s a new property on your listing, it’s recommended that you advertise it. You can create listings on your website or post about them on social media, but why not promote them through a newsletter as well?
In case you run out of topics, you’ll always have this one up your sleeve.
Inform your mailing list about improvements in your company
If there are any changes or significant activities in your company, it’s good to inform your clients and tenants about them. If you’re supporting a local charity event, introducing new employees, or changing some policies, letting your audience know about it will leave them with the impression that you’re running a transparent business, which can positively affect your overall image.
Tell your company’s story
You can often hear how marketing is all about storytelling, yet this method remains quite neglected among marketers, with only 52% of them choosing it as their strategy. However, studies show that this method is highly effective as people tend to spend more time paying attention to products and promotions that are paired with a story.
If you want people to memorise your brand and recognise you as an authority in the field, you need to give them content they can relate to, or content that amuses them. One of your real estate newsletter ideas can be to tell your company’s story, speak about your values, and share your ascents and downfalls.
Make sure to include a link to your website, or to your About us page so that people can easily navigate to your website, and check out your business. Moreover, you can include a video about your company, as it seems that people prefer video content over text.
Some topics you can cover are:
- your brand’s history—how and why was the company created and what drove its success;
- who are the founders and what is their background, vision, and values;
- timeline—what did you do as a brand since day one, what are important milestones, contributions, or innovations you brought to the industry.
Write about appealing suburbs
As cities become overcrowded, many people are getting fed up and decide to lead a calmer life in the suburbs. In Australia, this is especially appealing to families, as the stats show that the outer suburban areas have the highest concentration of children.
A real estate email newsletter can include a suburban life story, demographics, property and rent prices, etc. As a real estate agent, you’re probably familiar with some tools that could help you with that, like those available at Realestate.com.au or Domain.com.au.
As we mentioned above, storytelling is what will engage your audience’s imagination, so if you want to attract buyers to a certain suburb, make sure you provide a killer background story.
Information about the local market
The real estate market is very alive and there is relevant news to pick up on a daily basis. To become an authority in the field, you need to be the information master, meaning you should stay up-to-date with news articles, reports, updates, etc. If you’re experienced, you probably know where to look but here’s a shortlist of websites to check just in case,:
You can deliver these in the form of texts, but we already mentioned that people rather interact with visual content, so consider creating an infographic or a video.
Introduce your employees
If your audience knows more about the employees in a company whose services they use, they will probably feel more connected to your brand, as now they have an idea of the people behind the company. When you’re sending out an email newsletter with this type of content, make sure to talk about their values, goals, achievements, why they like working in the field, and show how proud you are with them. Once again—a well-told story is worth more than a thousand promotions or commercials.
In case you want to host an event in a local cafe or to attend a local fair, make sure you inform everyone from your mailing list about it. These events are a chance to meet people from your community in person and strengthen your relationship with them. You can provide an outline of the event, include a short description, location, and perhaps a photo, so anyone interested can easily find it.
How-to guides and checklists
How-to guides are an inexhaustible source of ideas for a real estate email newsletter. These could be in the form of infographics, videos, or checklists.
Here is a list of topics to cover:
- relocation guide
- move-in checklist
- move-out checklist
- house selling guide
- house buying guide
- renters’ checklist
- rental inspections guide for tenants
- a step-by-step real estate investors’ guide
- first-time homeowners guide
- senior property buyers’ checklist
Local events calendar
Inform your readers about events in the local area—fairs, festivals, concerts, or similar events in the community. This way you’re showing interest in your local area and providing meaningful information through your real estate newsletter.
Write about local vendors
These people interact with your potential customers on a daily level. You can reveal the personas behind local companies or manufacture shops, boost their visibility, and help them succeed on the market. This way it will be more likely for them to do the same for you—to share your company’s blog post with their friends and family, or inform an everyday customer who’s looking to buy/sell a property through your agency.
Interesting places to visit in the local area
Your weekly or monthly newsletter could include listicles of interesting places to visit in the local area. You can add photos, reviews, stories—anything to tackle the readers’ interest. Here is a list of things to write about:
- nearby natural sights—forests, mountains, hiking trails, beaches
- parks and sports amenities
- coffee places and restaurants
- nightclubs and entertainment
- museums and galleries
- kids’ amenities
Satisfied clients testimonials
Instead of asking people to simply “take your word”, you can provide them with happy customers’ testimonials. Research shows that involving customer testimonials can generate some 62% more revenue from individual customers as well as visits to your website.
Moreover, 92% of people read testimonials before purchasing anything, while 88% tend to trust reviews the same way they trust personal recommendations. Also, 72% of people said that testimonials help them gain more trust in a business.
Sharing your clients’ valuable experience can improve your brands’ image and it’s the perfect type of content for short real estate newsletters.
Real estate jargon explanations
When people want to buy, sell, or rent properties, they often do some online research and communicate with their agents and real estate managers beforehand. However, we tend to forget that our jargon is not always as straightforward as we think. Real estate agents use words like auction, gazumping, conveyancing, exchange of contracts, etc, that people simply don’t use in their everyday language.
That’s why you could consider creating a real estate jargon glossary for your email newsletter, to help your audience better understand what these terms are all about.
Affiliate with an expert in finance
Finance is not the most straightforward subject people need to deal with in real estate. That’s where you can jump in by affiliating with a local expert in finance and create videos, blog posts, or Q&As that cover the most important financial topics for buyers, sellers, or renters. By using targeted marketing, you can segment these groups and provide them with specialised content.
Inform readers about the latest government initiatives in the real estate industry
The government often offers initiatives and incentives to support homebuyers. However, people don’t necessarily follow-up on such trends, so it’s a great idea to cover this in your real estate newsletter.
Covering these topics may stimulate some of your readers to consider homeownership, so make sure you stay up to date with the latest news by following official websites.
As mentioned before, you can segment your subscriber list to target each group with relevant information. Resource lists are an excellent way to stimulate your readers into action, as you are doing the legwork for them.
You can create resource lists for buyers, sellers, renters, and investors.
A real estate newsletter should provide buyers with information about available grants, details about mortgages, or some common risks.
On the other hand, sellers need information about auctions or economical trends in the real estate market. You can provide them with resources such as the GAVL Live Auctions app, or websites where they can follow the market trends and bid online such as Anywhere Auctions or Saleezy.
Make sure you don’t neglect the renters who use your agency’s properties. There are plenty of topics that can bring you closer to this target group such as discussing tenants’ rights, explaining tenant agreements, or routine inspections.
Similar to sellers, investors would probably like to know about real estate market trends as well. But you could also provide them with resources on how to profit the most from both active and passive investing, which type of properties are currently the most lucrative and why, and similar topics.
Create a summary of your best blog posts
In case you run out of ideas for your real estate newsletter, you can always make a monthly summary of your best blog posts. Make sure to include a link to the blog page of your website to drive more traffic.
Create the latest news in the industry rundown
The latest news in the real estate industry are of great interest for a real estate agent. However, buyers, sellers, renters, and investors could benefit from them as well, but probably won’t read them with the same enthusiasm as you. That’s why you could target each segment with a weekly news rundown by summarising the most important articles using simple language and add them to your real estate email newsletter.
If you have an e-book, a real estate publication, your agency’s quarterly or yearly report, or any other similar material, why not share it with your readers? For an email newsletter, it’s ideal to tackle their interest with summarised reports or interesting paragraphs from the book and then add a link to your website where they can download them.
Polls and questionnaires
These are an excellent way to promote engagement with your readers. You can survey them about your company’s work, or ask about their opinion on a specific issue.
Moreover, you can share the results with them in the following newsletter, as they would probably be interested.
We hope that this article has inspired you with at least a few real estate newsletter ideas you haven’t thought of before and will change your email marketing for the better. If you enjoyed it, be sure to check out our Top 6 real estate tech trends to watch out for in 2020, Proptech and the future of the real estate industry, and Best real estate video apps.