Realtors – Is Your Newsletter Increasing Sales?
are a REALTOR focused on residential sales who distributes a monthly
email newsletter, ask yourself: “Is my distribution list growing?”
And more importantly, “Is my newsletter accomplishing what
I wish it to?”
By Al Kernek
You already recognize that an email newsletter is an effective marketing
tool to help to increase sales. Regular communication with clients and
prospects is essential to increase your revenues over time. But if the
results are not living up to your expectations, step back and ask yourself,
“How can I improve my newsletter to increase its readership and
drive more sales?” Perhaps you need to make your content more compelling
or to use your newsletter in a more engineered fashion.
The marketing goals for your newsletter should be: 1) to consistently
present yourself as a knowledgeable expert to whom readers can trust their
real estate matters, and 2) to bring prospective clients to your Website
where they can view your listings, be reminded of your realty’s
programs for buyers and sellers, and to see your latest promotional offers.
retain and expand readership, your newsletters must present information
of value to its intended audience. It must provide specific data beneficial
to homeowners in the geographical area in which your marketing efforts
Some newsletters provide general “home fix-it” information,
national statistical data or news on community events as their main content.
There is a place for that, but this should be used sparingly. You are
more likely to create a growing client base if your newsletter talks to
a homeowner’s wallet. Some suggestions to help make your real estate
newsletter a “must read” item are:
1. Highlight a section on home values in the local area. People always
want to know how their main asset (i.e., their home) is faring. Create
this from MLS data sorted by zip code, then drill down to find recent
sales and listings within your farming area. Show average time on market
for the latter. Ideally, present this data in a graphical summary (which
is easy to do using Microsoft Excel), but require the reader to branch
to your website for the detailed information.
2. Using the above information, offer a tool on your Website to quickly
provide a “ballpark” estimate of market value based on the
latest average dollars per square foot for sales in the targeted area.
Be sure to include disclaimers (e.g., “This is a rough estimate
only. Actual value will vary based on location, lot size, amenities and
upgrades. Contact us for a FREE competitive market analysis”).
3. Identify new developments and local trends that are expected to impact
future home values.
4. If you work for a full-service realty, include financial information
and services, emphasizing homeowner benefits.
Your newsletter should be a vehicle for driving prospects to your Website
where pertinent offerings are presented. The best way to do this is to
provide compelling article lead-ins or summaries that direct your readers
(“Click here for complete article”) to your Website for the
rest of the story. Make sure that once the article on the destination
Webpage has been consumed, other enticing choices (e.g., “See Featured
Listing” or “Sign up to win a FREE digital camera”)
are available to encourage readers to explore the Website.
In short, think through the entire process, from your newsletter to the
ultimate path you wish the reader to follow on your Website. If you approach
it in this manner, viewing your newsletter as but one component of a marketing
machine, then over time you will be rewarded with expanded sales.
Al Kernek is a real estate broker and author of “Creating
E-Mail Newsletters – A Practical Guide for the Real Estate
Community.” To learn more about increasing real estate sales
using low-cost Internet marketing techniques, visit Real
Estate Internet Marketing