When marketing listings, you must consider many factors, from mapping out which listings are best for which buyers to crafting the right unique and alluring copy for each listing. The tips below will help you create a strong newsletter presentation that gets your leads excited about listings.
Personalization is everything.
When creating listings newsletters, how you craft your copy is one of the most vital factors in getting leads and clients interested in a property. Personalization starts with including a recipient’s first name, but it doesn’t end there. Segment your buyer leads so you can highlight the properties that are most suitable for the right people. This is especially important when emailing listings: Emailing listings that are out of a lead’s price range or off the mark in design or specs could lead to a newsletter opt-out or a decline in client engagement.
Captivate with your subject line.
Emails with descriptive subject lines (“Now on the market: 5-bedroom homes in Springfield”) are much more intriguing than branded ones (“John Doe’s Weekly Real Estate Listings”). To increase clicks and engagement with your newsletters, use your subject line to advertise what’s at the heart of the listings in the email.
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Don’t forget a call to action.
You probably don’t want your lead to just take a peek and then click the “X” button. A call to action (CTA) can change all that by encouraging your lead to directly reach out to you — whether that’s for more information, a consultation, or to answer any questions. The trick here is showing your lead you care and that you’re willing to help them in any way possible during their search. Try something like, “I’m hoping one of these will be your dream home. If you see something you like, email me and let me know!” or, “Haven’t found what you like? Reply to this email and let’s start your home journey!” While many folks are used to CTAs coming at the end of an email, there’s a good chance that your lead will click on something early in the email thread and not see your CTA. In these emails, it’s crucial to put your CTA at the end of your introductory copy, but before your listings.
Create an enticing preview.
Real estate marketing is all about highlighting the value in what you’re selling, and successful real estate listings newsletters use high-quality photographs of each listing to draw readers in. Because you’re focusing on a few listings, you won’t have room to include more than 1–2 photos per property, so showcase your best here.
Highlight the details.
Take a cue from newspaper listing copy. Property specs should include the basics, like address, beds and baths, price, amenities and features, etc., but you should also present listings with an enticing headline and some great real estate listing copy.
When you can’t maximize on space, link.
Space will no doubt be an issue in email newsletters — you don’t want to overload emails with too many photos or too much information. This is where it’s important to provide clear links with CTAs like “View this listing” or “View 25 Lakeshore Drive” to get your readers clicking. Then, decide where you’ll link to. You may decide to link directly to your own site, highlight the listing in a dedicated blog post that features its best elements, or something a bit more stimulating, like a Pinterest board or video.
“Before anything else, preparation is the key to success.” — ALEXANDER GRAHAM BELL