7 Real Estate Newsletters to Inspire Your Email Campaigns
By Matthew Bushery
About Inbound Marketing
The real estate newsletter that you email to your website visitors and folks in your sphere of influence does two important things:
- It puts you in front of warm leads
- It keeps you in touch with people who are not quite ready to buy or sell yet
Blog posts, new listings, community updates, market stats, and testimonials: These are just a few examples of content you can and should share in your real estate newsletter. Doing so will help you boost the amount of clicks back to your website.
Get inspiration for your newsletter series — and learn how to play the long nurture game with your leads — by checking out the seven expert examples below.
(Note: We know there are a million agents and brokers nationwide with almost as many real estate newsletters combined. So, if you don’t get creative ideas from these examples, start following other industry pros whose marketing you enjoy — and share those great examples in the comments section at the end of the article!).
1) Corinne Bernard
Marketers often use newsletters to share a roundup of links to their latest few blog posts.
Another ideal way to showcase articles in your real estate newsletter, though, is to use Bernard’s format here: essentially featuring an entire entry in the email itself.
You definitely want your email list to click on blog post links included in your real estate newsletters so you get them on your site — where you have the highest likelihood of converting them into clients.
But thanks to the Century 21 agent’s calls to action (offering recipients the chance to refer a friend, search listings, or download a housing report), Bernard has plenty of other opportunities to generate click-throughs and calls.
2) Charity Adams
There is no perfect amount of copy to incorporate into your real estate newsletters. The optimal length will vary from agent to agent.
But one thing to consider when crafting your emails is how you balance the amount of copy with visual elements.
In the case of this agency newsletter from M Realty’s Charity Adams, she decided to provide brief explainers of her primary website content she promotes, then offers some bonus CTAs to other site pages.
That way, Adams has the opportunity to test out which avenue is better for her newsletter: more copy and less visuals, or vice versa.
3) Blue Elephant Realty
Some email marketing experts might say there’s too much going on in this email.
After all, it features a dozen-plus links. This length could cause recipients’ attention to drift halfway through the message.
On the other hand, the more links you feature in your real estate newsletters, the more chances you have to get your contacts and leads to check out your website.
Experimenting with email structures like this one from Blue Elephant Realty is how you’ll find what works for your business.
4) Danielle Wiedemann, Sotheby’s International Realty
Whereas the Blue Elephant team promotes several listings in its real estate newsletter, this Sotheby’s agent takes a different tact.
Instead, Wiedemann promotes just a single listing, with the hopes the Central Park condo in question will be enticing enough to get her recipients to click through to her website.
Some of the specs associated with the property along with info regarding the open house and some brief explanatory copy are all that’s needed to make this home one that her buyer/renter leads can’t help but want to learn more about.
5) Chris McGuire
You can be both salesy and non-promotional in the same newsletter.
Just ask Chris McGuire, who features a few listings about to hit the local market – and balances them with information about a future charitable event and housing market trends.
Mixed-messaging a real estate newsletter like this affords you the chance to share your local market expertise — which can further build your trust with your prospects — while also prompting readers to engage with your brand online.
6) Smith & Berg
This high-end Southern California firm is in the enviable position: It has a digital magazine to promote in a real estate newsletter.
Even if Smith & Berg didn’t have this publication, the listings spotlighted and tips and tricks featured are more than enough to appeal to those who open the email.
Notice the bold title atop the email, along with equally prominent headers and calls to action throughout the email.
It’s this attention to visual detail that can make your real estate newsletters stand out from the boring variety: those that feature solely text in plain font, with zero images or videos.
7) Ellen, Janis, and Josh Real Estate Team
Sometimes, the best way to connect (or reconnect) with someone online is to meet them offline!
In the case of this particular holiday message, the EJJ crew offers past clients a chance to join the team for a special event.
While you need to nurture your top prospects in the hopes of earning their business, don’t forget to continue nurturing previous customers as well.
After all, if they enjoyed your services the first time around — and attend events like this — you could very well earn their business again down the line, or start generating a steady stream of referrals.
Learn how to build your real estate email list in our contacts database guide for REALTORS®:
Published on January 2, 2018
Written by Matthew Bushery
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.