Pre-written real estate newsletters provide a valuable service to real estate agents, saving them gobs of time and money, contributing to their brand, maintaining consistency, and for many, providing their only form of follow-up marketing.
But because pre-written newsletters are by necessity somewhat generic–even if they are interesting–they may ring a bit bland to past clients and spheres of influence. Agents can easily fix that by injecting a little localism and personality into their pre-written newsletters to create relevancy. It doesn’t take much. Just one or two of the following small additions can make all the difference.
Techniques to Add Relevancy to Pre-written Real Estate Newsletters
- Use a testimonial from one of your current or recent clients or service providers. Make sure to mention the location of their purchase/sale/service in the title of your article. “Joe’s Plumbing in Allied Gardens Stikes Again” Or “Sally Smith Loves Her New Kensington Craftsman.”
- Reference a local event near the top of your newsletter. “Oktoberfest in La Mesa!” Or “Cowles Mtn Clean Up July 29th.”
- Use a title for your newsletter that’s reflective of your location, particularly if you’re using your newsletter in a geographic farm: “Kensington Home News” Or “At Home in San Carlos.”
- Add a graph showing local real estate statistics. This can be just a small snippet that you download from NAR or a local real estate source. The details are less important than the fact that you’re providing a local statistic.
- Use a local story from your own newspaper or a local blog. If not public domain, be sure to ask permission and cite your source in any case.
- Use a story about yourself. As a solo entrepreneur, you are your business. Your face, your name, your identity are closely associated with your business.
- Showcase a local area business. Interview the owner or describe something interesting about the business. Perhaps couple this with a coupon from the business.
Real estate newsletters are one touch point among other touch points; a piece of a marketing program. When you follow up your newsletters with even more relevant email marketing and personal contact, you’ll have an unbeatable follow-up marketing plan.