Real Estate Newsletter: 3 Tactics to Engage Your Readers

newsletter

Written By Ryan Humphries

Posted on October 5, 2021

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Email remains one of the most effective real estate marketing tools today. In fact, email newsletters generate up to $42 for every $1 spend, which amounts to an astonishing 4,200 percent ROI. Additionally, a recent study revealed that more people have been opening emails from realtors now than before the COVID-19 pandemic. 

These show that real estate agents can use emails to increase their lead generation, conversions, and ultimately, their bottom line. However, you can only generate returns this high by producing engaging, compelling newsletters. Otherwise, you won’t be getting the results you want.

TownSites, a trusted real estate email newsletter service, shares three effective email marketing tactics to help realtors attract, engage, and convert their readers.

1. Personalize your newsletters

Generic email newsletters almost always go straight to the trash bin because people will only read relevant ones. To make sure the recipient reads your email, you have to personalize it according to their interests and needs. This means crafting and delivering newsletters that help home buyers and sellers achieve their goals for real estate.

Personalizing your email newsletters requires gathering as much information on your prospects as possible. This information will guide the content of your newsletters, making your emails more relevant to each of your audience segments.

For home buyers, for example, you want to know if they’re looking for properties with a yard or a kid-friendly pool or searching for fixer-uppers they can flip and resell. This way, you’ll only send them listing alerts for properties that will pique their interest.

On the other hand, you can send home sellers market updates specific to their locations. Your newsletter, however, has to explain what the numbers mean for sellers. Will the changes help them sell faster? If not, you can provide tips that help them outsmart the market. 

2. Try video newsletters

Many people prefer video content over blog articles because they’re faster to consume and easier to understand.  The video software company Wistia, for instance, found that using video in the email led to a 300 percent increase in email click-through rates

editing a video

Some video real estate newsletter ideas are virtual tours, perfect for homebuyers who can’t attend your open house events. For sellers, you can send them a newsletter about DIY home staging. The video will help the recipient visualize the staging techniques, which can be difficult when they’re just reading about them.

Aside from making your newsletters more engaging, videos can also help with your personalization efforts. Let’s say, for example, that you noticed that many users watch a specific website video content but don’t finish it. You can send that video, along with a related newsletter, to remind those users that they haven’t finished watching.

3. Use local events newsletters to reengage lost leads

Lost leads are common in the real estate industry. In fact, the National Association of Realtors says that agents convert only 0.4 to 1.2 percent of their leads, which translates to one to two out of every 200. 

You have to appeal to those lost leads to make sure that you’re maximizing every lead you generate. Lost leads cost less to market than new ones because they already expressed interest in your brand – you only have to reengage them.

Local events, such as open houses and festivals, are great ways to recapture lost leads. They’re free and require no obligation from people apart from their attendance. Although sending newsletters about these events won’t immediately translate into conversions, they help reignite a lead’s interest in your brand, which is how you can restart conversations with them.

Elevate Your Real Estate Email Marketing

The purpose of email marketing is to nurture your relationships with your existing prospects, leads, and clients. More than convincing people to buy from you, email newsletters are about encouraging your audience to trust you. That trust is the key to cementing your brand as an industry authority and increasing your customer loyalty, both of which directly impact your bottom lines.

If you want to learn more about real estate email marketing, TownSites is here to help. We built multiple digital real estate platforms to strengthen real estate agents’ marketing efforts, making it easier for you to connect and communicate with your target audience. 

To learn more about our real estate marketing platform, schedule a call today

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